Very to roll out ‘Love your wardrobe’ campaign
Shop Direct’s online fashion brand, Very, is has launched its Spring/Summer marketing campaign, created by customer intelligence agency Indicia.
The campaign, titled ‘Love your wardrobe’, is inspired by the conundrum of ‘a wardrobe full of clothes, but nothing to wear’.
The integrated campaign will initially use email to showcase Very’s Spring/Summer range with dynamic follow-up emails tailored with relevant content according to individuals’ click through and browsing behaviour. In addition, high-value direct mail packs will be sent, and again, will be individually tailored according to the consumer’s desired occasion and look. Social media channels will be used to raise awareness, build conversations and maintain the campaign’s momentum throughout the season. Indicia will work closely with the brand’s in-house social media team to produce new content around the season’s fashion and trends. "This is a major campaign for this fashion-forward brand, built around a key insight – the sigh that seems to accompany the opening of the wardrobe door,” said Ian Bates, creative director at Indicia. “Very is on a mission to help women put looks together, giving them the confidence for any occasion this season. The powerful combination of digital, print and social media will help create one-to-one interaction resulting in happy women and greater sales." Under the campaign, Very will be showcasing three different fashionable looks for seven key occasions this Spring/Summer season, including ‘a day at the office’, ‘wedding’, ‘summer holiday’, ‘festival’, ‘gossip with the girls’ and ‘barbeque’. Each look aims to inspire, and offers outfit ideas for every occasion. All the outfits will be available to purchase from the Very website. For the duration of the Spring/Summer campaign the ‘Love your wardrobe’ section of the Very website will incorporate occasion-led web pages created by Indicia.