Matchesfashion
Matchesfashion
Two wardrobes, two art directions, one inbox: editorial email for Matchesfashion
Project Overview
Matchesfashion is a London luxury retailer with an editorial arm, The Style Report, and two audiences that do not read the same way: menswear and womenswear.
We designed the campaign emails for both, as part of the agency team on the account. The weekly menswear briefing, the womenswear tastemaker edits and designer round-ups, desktop and mobile, with Matchesfashion's editorial team on content, its copywriter on headlines and its developer on the build.
Challenges & Objectives
One brand, two readers. The men's email had to be a weekend read, direct and shoppable in a scroll. The women's had to feel like a magazine, with the retailer's serif, pull quotes and tastemakers, and still sell every piece on the page.
The inbox sets its own rules. A luxury email that is one tall image loads slowly, clips in Gmail and lands in promotions. Every layout had to look like print and behave like a web page: light, live text where it counts, every image with a job.
Matchesfashion
Two wardrobes, two art directions, one inbox: editorial email for Matchesfashion
Project Overview
Matchesfashion is a London luxury retailer with an editorial arm, The Style Report, and two audiences that do not read the same way: menswear and womenswear.
We designed the campaign emails for both, as part of the agency team on the account. The weekly menswear briefing, the womenswear tastemaker edits and designer round-ups, desktop and mobile, with Matchesfashion's editorial team on content, its copywriter on headlines and its developer on the build.
Challenges & Objectives
One brand, two readers. The men's email had to be a weekend read, direct and shoppable in a scroll. The women's had to feel like a magazine, with the retailer's serif, pull quotes and tastemakers, and still sell every piece on the page.
The inbox sets its own rules. A luxury email that is one tall image loads slowly, clips in Gmail and lands in promotions. Every layout had to look like print and behave like a web page: light, live text where it counts, every image with a job.
Client
Matchesfashion
Industry
Luxury Fashion
Services
CRM Email Design
Art Direction
Timeline
12 weeks
Year
Client
Matchesfashion
Industry
Luxury Fashion
Services
CRM Email Design
Art Direction
Timeline
12 weeks
Year
Two Art Directions
Menswear
Bold sans-serif, black numerals, a numbered run of five. The Saturday Style Briefing opens on a collage, art, a portrait, a sculpture, then counts down: the shoot, the culture report, the luxury essential of the week, the hero piece, the label focus. Four products under each story, one black link to shop.
Womenswear
Didone serif, italic quotes, a signature. Shop With… hands the email to one tastemaker and twelve looks: three shown in full, each with its quote and its four pieces. 6 Designers to Wear Now sets a white serif numeral over each image, two per row, one line per label.
Design
Design
Two Art Directions
Menswear
Bold sans-serif, black numerals, a numbered run of five. The Saturday Style Briefing opens on a collage, art, a portrait, a sculpture, then counts down: the shoot, the culture report, the luxury essential of the week, the hero piece, the label focus. Four products under each story, one black link to shop.
Womenswear
Didone serif, italic quotes, a signature. Shop With… hands the email to one tastemaker and twelve looks: three shown in full, each with its quote and its four pieces. 6 Designers to Wear Now sets a white serif numeral over each image, two per row, one line per label.
Design


Content and Layout
Content Selection
Every email started with the editorial calendar. The Style Report team set the stories, the buyers set the products, we chose the images: the one portrait that carries a hero, the four pieces that read as a look at 150 pixels wide. Nothing on the page without a reason to click.
The Grid
One 600-pixel grid, modular: hero, numbered story, four-product row, split tile, promo bar, footer. The modules stack in any order, so a Saturday briefing and a tastemaker edit are the same template wearing different clothes. Mobile is the same stack, one column, product rows reflowed to two.
Content and Layout
Content Selection
Every email started with the editorial calendar. The Style Report team set the stories, the buyers set the products, we chose the images: the one portrait that carries a hero, the four pieces that read as a look at 150 pixels wide. Nothing on the page without a reason to click.
The Grid
One 600-pixel grid, modular: hero, numbered story, four-product row, split tile, promo bar, footer. The modules stack in any order, so a Saturday briefing and a tastemaker edit are the same template wearing different clothes. Mobile is the same stack, one column, product rows reflowed to two.


Built for the Inbox
Weight and Build
Headlines, prices and product names set as live text, not sliced into images. Photography cut to the module, compressed, exported for retina. The developer built from a Photoshop file sliced to the grid, with every image named and sized, so the coded email weighed what the design promised and did not clip.
Opens and Deliverability
The subject and pre-header are the first module: Plus, activewear to suit every workout sits above the logo for a reason. A view-online link, an unsubscribe link and the full registered address on every send. A text-to-image balance that reads as a letter to a reader, not a poster to a list. Free delivery ends tomorrow is a black bar, not a banner image.
Design
Design
Built for the Inbox
Weight and Build
Headlines, prices and product names set as live text, not sliced into images. Photography cut to the module, compressed, exported for retina. The developer built from a Photoshop file sliced to the grid, with every image named and sized, so the coded email weighed what the design promised and did not clip.
Opens and Deliverability
The subject and pre-header are the first module: Plus, activewear to suit every workout sits above the logo for a reason. A view-online link, an unsubscribe link and the full registered address on every send. A text-to-image balance that reads as a letter to a reader, not a poster to a list. Free delivery ends tomorrow is a black bar, not a banner image.
Design


Deliverables
Menswear weekly Style Briefing, desktop and mobile
Womenswear Shop With… tastemaker edits
Designer round-up format, 6 Designers to Wear Now
Modular email grid: hero, numbered story, product row, split tile, promo bar, footer
Image selection and crops across all sends
Sliced, named and sized assets for the developer
Outcome
Sent through 2017, two emails from the same retailer that a reader could tell apart before reading the logo. The men's briefing shops in a scroll. The women's edit reads like The Style Report. Both built light enough to land.
Deliverables
Menswear weekly Style Briefing, desktop and mobile
Womenswear Shop With… tastemaker edits
Designer round-up format, 6 Designers to Wear Now
Modular email grid: hero, numbered story, product row, split tile, promo bar, footer
Image selection and crops across all sends
Sliced, named and sized assets for the developer
Outcome
Sent through 2017, two emails from the same retailer that a reader could tell apart before reading the logo. The men's briefing shops in a scroll. The women's edit reads like The Style Report. Both built light enough to land.
Key results
2
art directions, menswear and womenswear
12
shoppable looks per tastemaker edit
1
modular grid, desktop and mobile
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