June 2020 Summer Dress Campaign
Abby Bible
CONTENTS
1. Campaign Brief 2. Trend Focus 3. Emails 4. Website Navigation 5. Social 6. Stores
C A M PA I G N T H E M E Whether it’s the fear of missing a text, a party, or the latest news on social media, many have left no time for their own self-care. With the stress of constantly being “on”, personal time is put on the back burner. To combat this, people are starting to embrace a lifestyle that focuses on the joy of missing out. Off-the-grid pleasures, slow living, and a sense of recharge, are what many are desperately in need of. It’s essentially about being present and enjoying life’s tiny moments. It can be going to the farmer’s market, meditating, or simply reading a book to embrace the joy of missing out. It’s taking time to tune out the noise, letting go of the “shoulds” and enjoying tranquility.
TREND FOCUS Colors: Steer towards warm, lush, and calming earth tones such as coral pink, seagrass and sunset. Patterns: Represent nature and a calm lifestyle with colorblocking, picnic checks, tropical prints, neutrals and ditsy florals. Textures: A new love of traditional craftwork, inspires embroidery, hard tortoise, natural straw, textured linen and loom work. Silhouettes: A natural easy-going fit with second-skin basics and fluid vacation dresses. The rustic trends showcase how imperfectly beautiful nature is.
Top Trends - Pastel Tones - Mixed Prints - Natural Detailing
EMAILS
EMAIL PRIORITIES - 1 dedicated email for each trend - Focus on inclusive imagery (ecommerce or creative) - Plus imagery performs better than plus banner - Feature ID products in photos and inclusively sized products
Emails with dress features June 2017 - 12 June 2018 - 12 June 2019 - 10 2020 Plan - 12
Month March* April May June
TTL # of emails # of emails w/plus 14 6 27 11 23 4 25 7
% 43% 41% 17% 28%
TIME TO U NWIND
So many brand-new favorites handpicked just for you. 100s of new arrivals in store 1000s of new arrivals online
SHOP NOW
A bag perfect for those market days with friends. SHOP BAGS
Because you deserve flowers (... and the dress) SHOP DRESSES
HITTING REFRESH It’s the perfect time to rejuvenate your summer closet with a maxi dress for all of life’s littlest moments. SHOP DRESSES
Whether it’s drinking with the gals or drinking with chickens, be ready for every summer occasion. SHOP NEW ARRIVALS
Earrings that make every outfit just a bit sweeter. SHOP JEWELRY
TAKE A BREAK Send your one print dress on a summer vacation. (and yourself too!) SHOP DRESSES
These styles aren’t a needle in any haystack. VISIT THE PRINT SHOP
Accent your outfit with a sunshine ready hat. SHOP HATS
AN AFTERNOON FOR
YOU!
Treat yourself to this summer’s favorite colors- citrus and pastels. VISIT THE COLOR SHOP
These feminine pieces are perfect for an afternoon among flowers. SHOP NEW ARRIVALS
Spend time smelling the flowers with the perfect added touch. SHOP HAIR ACCESSORIES
the
little things
Sometimes the tinniest details can make the biggest impact. SHOP THE TREND: NATURAL DETAILING
SHOP BAGS
An elevated classic ready to take you everywhere.
Don’t miss out on your next go-to earrings. SHOP JEWELRY
W E B S I T E N AV I G AT I O N
EXPERIENCE PRIORITIES Home Page - Introduction to JOMO campaign - Inclusive imagery In-Grid Category Banner - Placed in dress, new and shop all categories - Consistent use of banners to reach customers that didn’t see supernav CT - Inclusive Imagery Faceouts - Consistent use of creative faceouts in plus and accessory categories
IT’S TIME TO UNWIND 100s of new stlyes perfect for a sunny day. shop the latest
Taking it in, soaking it up.
shop dresses
While blooms are the best accessory, these are a close second.
shop bags
shop hats
MIXING IT UP visit THE PRINT SHOP
FA C E O U T S - D R E S S E S
Color Block Twist Maxi Dress
Blocked Leopard Midi Dress
Mixed Spot Hanky Hem Midi
FA C E O U T S - D R E S S E S
Utility Midi Shirtdress
Gingham Smocked Mini Dress
Floral Wrap Maxi Dress
FA C E O U T S - D R E S S E S
Linen Midi Sundress
Kimono Linen Midi Dress
Knit Button Through Midi Dress
FA C E O U T S - A C C E S S O R I E S
Blue Suede Rancher
Straw Fedora
Gingham Knot Headband
Round Sunglasses
FA C E O U T S - A C C E S S O R I E S
Tortoise Handle Backpack
Straw Multi Colored Crossbody
Baby Blue Satin Headband
Tortoise Drop Earrings
SHOPS Mixed Prints - Landing page leading to trend shop - CT in clothing supernav - Prioritize emotional connection with JOMO campaign - Include both mixed print products and single print products Pastel Shop - Content hub piece - CT in clothing supernav and “More to Explore� link on homepage - Explain what pastels pair well with different skintones - Utilize sketches Natural Detailing - Trend Shop - CT in clothing and accessory supernav - Use banners to consistently mix editorial and product trays
the
“you” moment
Visit The Print Shop .01
Mixing It Up Simply switching things up can be the most relaxing thing, whether that’s with an activity or a new dress. Get the look: Mixed Spot Midi Dress, Straw Fedora
Now Trending: Color and Print Mixing
shop all
Try mixing prints within the same family. Think big polka dots paired with smaller polka dots.
Sometimes garments can already have multiple prints built in (like this one)
.02
Just As Breezy
If you’re personally not a print gal, colorblocking is a great easy alternative. Get the look: Twist Maxi Dress, Wooden Mixed Drop Earrings
.03
Your Trend, Your Size Featuring sizes 00P - 26W
Get the look: Blocked Leopard Midi Dress, Blue Suede Rancher, Round Sunglasses
The Color Shop Everything you need to know about pairing pastels and citrusy tones with your skin tone.
Dark Complexions Citrus yellows look absolutely magnificent on darker complexions, as the contrast is just right. Pastel purple can give you warmth while playing with your natural tone. Dark complexions with warm undertones may opt for a flourscent pastel, such as a bright teal for extra effect.
Medium Complexions Enjoy a wide array of pastel colors,starting with a lovely buttery yellow or minst green. Lovely light pinks will look positively sumptious on your skintone. Although grassy greens will especially make your facial features pop with allure.
Light Complexions With light hair and eyes, pastels and neutrals in cool tones are your best friends. Soft lavender and baby blues look quite romantic, with light muted hues working beautifully on your fair skin. Citrusy oranges and peaches will warm up the face and pair best with a shimmering smile.
Now Trending: Pastel and Citrus Tones
shop all
take time to appreciate the
S G N I H T LITTLE
our very favorite products with natural detailing
SOCIAL
C A M PA I G N Destination: Dresses
- Feature 20 dresses (4 a week)
- Each week dedicated to a relaxing activity:
Week 1: Flower Picking
Week 2: Beach Day
Week 3: Solo Fine Dining
Week 4: A Day In
Week 5: Garden Party
- Separate shoots but in the same vein as original JOMO shoot
- Add charm with sketches
- Sponsored Posts
Destination:
Flower Picking Take it in, Soak it up
S w i p e U p To S h o p
STORES
STORE EXPERIENCE Geofencing
- Use to draw in anthro members visiting nearby
Shop in Shop
- Feature top 3 trends
- Floral installations and farmer’s market style fixtures
- In-Store JOMO signage
Launch Event
- Floral arrangement class with try-on session
- Attendees will check in phones
- Polaroid cameras distributed with photos then displayed around store mirrors with handwritten messages
s
THANK YOU!