I ORGANIZE AND EXECUTE REAL-TIME CONTENT. For the first time, Nordstrom updated the Designer landing page every day during the European leg of Spring/Summer ’16 Fashion Week (which is really more like a month). While we were able to prepare the digital campaign assets in advance (site placements, coming soon messaging, emails, etc.), I strategized the most engaging daily content on the hub first thing every morning, seven days a week. I also produced copy for every rapid-fire email—one for each market. All real-time content was produced with 12 to 24-hour SLAs in an effort to stay as relevant as possible.
This was no ordinary feat for our small team as every daily update required constant attention on top of our regular workloads and, at times, acrobatic flexibility.
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WE STREAMLINED THE PROCESS by creating modular templates before NYFW began, and once the month started rolling we pulled, wrote, edited, designed, and strategized content from our blogs and in partnership with Site Merchandising teams.
FOR EACH 24-HR EMAIL, I assembled the best content from the previous week, while being mindful of both vendor priorities as well as the most resonating stories.