The MultiWay Dress
Company: Debenhams
Role: Senior Digital Designer
Disciplines: Creative Lead + Digital Strategy
The Objective
Following a poor launch, decrease a very high returns value to the very popular 'Multiway Dress', whilst also improving on the marketing through coverage online.
The Solution
Improve communication to the customer pre & post sale, through a series of videos detailing 'How to style' the multiway dress. Hosted on it's own landing page, this URL could be linked to via a tag attached to the garment itself.
The videos to also be hosted on YouTube to capture potential new customers through organic search.
The Result
8 x style tutorial videos, plus a 30 second fun inspirational clip for use across all social channels. From the launch, the occasion wear division saw a significant drop in returns in time for the peak season, plus high customer engagement for all online activity.