The Multiway Dress / From the archive
One dress.
More ways to wear it.
Senior Digital Designer / Creative Lead · Digital strategy
Project at a glance
Style guides supporting customers before and after purchase.
A reduction reported after launch; no percentage supplied.
Solve the question
behind the return.
Following a difficult launch and high returns, the brief was to improve communication around the Multiway Dress. The idea was to show customers how to style it, before and after buying.
Make the help
easy to find.
Eight tutorials and a 30-second social clip supported a dedicated landing page. A garment tag could direct customers to the guide, while YouTube helped people discover it through search. The original case study reports a significant drop in returns and strong engagement after launch.
The films
Eight styling tutorials I art directed, showing the different ways to wear one dress.