Fashion campaigns for Expresso Fashion

Expresso Fashion is a beautiful fashion brand aimed at women in their thirties. A young and dynamic brand that launches 8 collections a year as well as a number of special collections. Each collection has its own set of online banners, email newsletters and store materials which all need to be ready before the launch of each collection. The visual merchandise team gets to work in the stores, the online marketers schedule all banners and customers receive a series of newsletters.

How do you keep your target audience alert and in action mode?

The easiest way to reach your target audience is through email marketing. Customers sign up for the mailing list and receive the weekly email, the perfect way to promote your current collection. You can also link a promotion or discount to the email through clickable content where the visitor gets redirected to your promotion on your website.

What if you think of a topic but then circumstances change? What do you do then?

As we can’t foresee the future you can hit a snag where you need to get into action real quick. An example is the weather. When you have a promotion set up for dresses but the weather forecast shows nothing but rain or cold the coming week. Then it’s important to act on this. So what we would then do is select a new range of products (sweaters) and create a new newsletter to be sent out immediately. We put the dress email on the shelf for when the sun comes out again. Working this way asks for flexibility from your staff but also ensures you have sales.

How do you proceed?

Because campaigns are usually quite similar in terms of format, it’s useful to work with templates. For online banners as well as newsletters. As soon as the campaign name and main image have been chosen, you can start working on creating the materials for that campaign. A quick and easy way to create all desired banners. You make sure the text is legible and works responsively (for mobile). You need to ensure that when all the banners are put together you see the same design across all. Save them all to the correct size and format so they can be uploaded to the different platforms. Printed materials are sent to the printer bearing the printing specifications for that product. And when all is done the various departments are ready to launch on the same date.