Email marketing strategies by luxury brands during Milan Fashion Week
Lights, camera…runway! Want to check a runway show? Eager to learn the latest trends released from your favorite fashion luxury brand? Where should you go? Online? Facebook? Instagram? Blogger? Check each brands’ website for specific information? Definitely no. Tiring, pointless and boring. That’s why against more predictions, email is more alive than ever. The most efficient way to keep up with runway shows during Milan Fashion Week was to receive an email invite from the brand to watch the live show, after subscription of course. Email marketing strategies vary from one brand to another, but delivering the email itself is the common approach for them all.
Many of our fashion luxury clients have delivered emailing marketing campaigns during Milan Fashion Week, inviting the reader to watch online the collections for Autumn-Winter 2018/2019. Etro for example delivered a straight-forward and clear last-minute invite on the same day of the runway show. It included a link to the live streaming and the hashtag #EtroFoldDeco, making the most of social networking. The famous “bamboo bag” Italian luxury brand opted for a futurist and extravagant invite: a sealed plastic bag containing a bomb device with an electronic countdown and a parental advisory warning. Right after it, the call to action pushing the reader to watch the live collection. Fendi, loyal to its style, stayed classical instead opting for an informative newsletter after the runway show with a link to a video, which it’s still available on its site. Three days before the event, Pucci delivered a campaign inviting the reader to save the date. In order for the user to remember the occasion a fantastic and practical calendar link was added before the regular footer, available for Microsoft Outlook, Gmail, Apple and Yahoo. YSL’s catwalk invitation was minimal but intriguing: a background image, brand name, season collection and click to the show. Embracing the less is more concept to avoid confusion. Simple but effective emailing marketing strategies.
A last minute invite incites the reader to react and participate, increasing not only the standard online marketing KPIs, such as click rates, open rates and conversion rate, but strengthening brand awareness and engagement marketing as well. All these newsletter invitations were easily and quickly delivered with ContactSend, the multichannel sending platform part of the company’s marketing cloud solution. If some say that emailing campaigns are obsolete and out-of-date, the number of high fashion brands employing email marketing nowadays, clearly proves them wrong.