Farage is a renowned retailer of suiting, shoes and accessories for men and women, with an enviable heritage developed in 1998 by two creative entrepreneurs, Joe and Katy Farage. The brand has grown from its fledgeling beginnings with a focus on the heritage of tailoring and handcrafted shirts into a celebrated leading Australian luxury brand.
The company continues to build the brand through innovation and support for local manufacturing. They have established a loyal customer following which grew the business into 6 retail stores across New South Wales and Victoria with future plans to expand nationally.
Farage was looking to build up the premier market position they have enjoyed through the years by taking a more active role in nurturing their relationships with prospective and existing clientele. They wanted to launch an email direct marketing (EDM) campaign as a key part of their customer relationship-building initiative.
The Website Marketing Group was commissioned to create an EDM design that effectively speaks to the Farage target audience and help the business to push their lead generation and conversion rate to the maximum.
The Website Marketing Group developed a design plan based on the client consultation and market research done during the pre-production process. We selected a style approach that's reminiscent of fashion magazine editorials: dramatic imagery, neat and catchy text, and a dynamic, vibrant layout.
Cleverly embedded in the email material are an opt-in link and links to landing pages that direct the reader to a landing page on the company website. The EDM design served both purposes as a mini-newsletter and a style guide, successfully placing Farage to the front row of their target audience's all-time sartorial selections.
The EDM material enjoyed a high open rate and generated an impressive amount of click-throughs to the Farage website. With its gorgeous visuals and chic vibe, the direct email design captured the interest of a wide range of demographics, from the fashion-forward to the just curious, making Farage a major fashion powerhouse.
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