MAKE IT POP!: From the Runway to the Inbox

From Sept. 5-15, top designers swarmed New York to exhibit their 2009 spring styles. The models walked the runways in Bryant Park, but that wasn’t the only place where the fashion was happening—email inboxes around the world were also getting some Fashion Week action. Here’s how retailers promoted spring-facing fashions through email, via NYC:

Running Reports:
Berdorf Goodman stirred up excitement by running reports on “The Latest From the New York Spring Fashion Shows” in a siderail adjacent to their standard messaging, also linking to a couple of “featured designers” in each message. Their senior women’s fashion director, Roopal Patel, made the rounds and reported her impressions. BG’s fashion show focus alongside their usual ads sent a smart, strong message: “Read about what’s hot, and get it here.”

Fresh from the Runways:
BG went further than fashion week updates, pulling looks straight off the runway and emailing them out. They featured the usual designer imagery but with some extra backing: we KNOW this is hot right now…it just walked down a runway.

Video Archives:
Nordstrom ran similar reports, but also linked to a series of videos called “The Town Car Chronicles with Jeffrey Kalinsky.” Fashion guru Kalinsky’s enthusiastic commentary runs alongside clips of the runway shows, generating anticipation as he ponders what he’ll buy for the store. Nordstrom’s slick email companion to Fashion Week let subscribers feel like they were attending the events with an insider.

Watch it Live!:
Michael Kors invited his subscribers to tune into the Michael Kors website to watch a live broadcast of his runway show. Michael has become familiar and dear to many of us through his appearances on Project Runway. Fans of his collections felt excited and important to be members of his live audience.

Image Archives:
Michael also delivered an email linking to an online archive of photos from Fashion Week. What better way to prove that his styles are hot right now than to show them strutting the runways in all their glory?

Behind the Scenes:
Shopbop pulled their subscribers behind the scenes, presenting images and commentary from big names all around the event. Shopbop promised to deliver the scoop on the “trends and chicest styles,” rousing anticipation for spring pieces and convincingly portraying themselves as the go-to fashion authority.

The innovative inclusion of media, expert advice and informative articles made the Fashion Week emails an interesting study in fresh, exciting ways to deliver an exclusive experience to inboxes everywhere.

—Lisa Harmon and Alex Madison of Smith-Harmon

–>Read other Make it Pop! posts.

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