Moving Through Extra Inventory: Giving New Life to Evergreen Product
THE BRIEF:
We need content that will convert to move through extra inventory of an older product.
THE GOALS:
Reimagine the storytelling, visuals, and styling around a product that had been on the site for 5+ years
Create content specifically for social, email, and a site experience that will drive conversion
Create and editorial story that adds value to the customers’ lives
Our client had extra inventory of a simple black dress that had been sold on the site for 5+ years. Looking to move through the inventory to make way for new arrivals, we reinvigorated the story of the classic black dress, styling and shooting it ten different ways on multiple models as a mini-campaign + seasonal editorial story.
After it was shared on the brand’s editorial site, email, organic social, and added to the PDP for the dress, the brand was able to sell through its remaining inventory within just a few weeks.
The editorial story became one of their top performers, with the most products sold from one story of any they had published.