Project: Infinite Style
Role: Brand Marketing Manager, Strategy, Project Management
In 2017, Ann Taylor launched an exploratory subscription box program, called Infinite Style. The program itself was managed by an outside vendor that handled fulfillment and a dedicated creative team for Infinite Style specific assets to ease the workload of the in in-house team. As the program manager, I provided creative feedback and marketing direction as handling all the budgetary and legal internal aspects. Since this was an exploratory program, we executed photoshoots, design, and support on a very limited budget. In addition to a yearly laydown photoshoot, we utilized select Ann Taylor imagery within creative.
The website is updated on a seasonal basis with campaign images from that delivery. Due to the constraints of the web platform, we were limited to what could be customized.
In addition to a custom landing page, the site supported additional points of contact including:
The team also utilized Stylitics, a styling third party vendor, to create outfitting based on dress code, and fabrication to provide inspiration.
Social + Paid Media
The Suiting Collection launch was supported across all social channels with organic posts, paid media placement, influencer partnerships, and celebrity gifting.
Emails were segmented into groups including:
Previous Suiting Buyers
Special Sizes (i.e. Petite and Tall)
General Full-File Subscribers
P2s, or email banner placements, were included in other non-suiting emails to support ongoing messaging.
To elevate the suiting experience in key suiting stores, we developed a physical lookbook, complete with fabric swatches. The first option is to shop by fabrication, so the shopper is able to see what types of silhouettes she can pair together to create the head to toe look. The second, is to shop by category, finding her favorite fit in a variety of prints and patterns. A digital version was provided to all stores for sales support.
A part of the increased assortment in suiting, Ann Taylor launched their Corporate Sales initiative, supported by a lead generating landing page, email banners, paid LinkedIn media, and digital lookbook.