Burberry

I designed the invitation email which sent out the day of the Burberry 2017 Fall and Winter fashion show. The content of this email changed 3 times in 24 hours and was sent in 14 different languages. It was updated before, during and after the show, so that regardless of time and region, recipients received the most relevant content.

For example, if the recipient opened the email prior to the show, it would include the inspiration image and a limited number of key pieces from the Fall/Winter 2017 collection that hadn’t even hit the runway yet. If the recipient open the email during the show, it contained the look-book image for the FW 2017 collection. Then, after the show, we finally released exclusive images shot during the fashion show, including the runway and backstage areas as well as pictures of VIPs, along with timestamps. All this created a sense of liveness and, by involving recipients in the excitement of the new collection, we were able to draw them into our e-commerce website where they were then able to purchase looks immediately.