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Email blasts from Bergdorf Goodman like many from fashion oriented retailers focus on the style of the product in a major way. This series of blasts obviously uses a template to create a familiar frame work for the viewer, but each blast contains a single large image which represents the aesthetic of the brand. Instead of boring product shots these lifestyle photos demonstrate how the product will make you feel. They tell a story and entice the consumer to participate in it by purchasing a their product.
Another interesting aspect of this series is how the images serve to reinforce the brand image over a long period of time. Then they interject a sale email. I can't help but wonder how this impacts the reader. I imagine getting a series of emails which appeal to my fashion interests, then along comes an email from the same company announcing a sale. Seems like a great recipe to me.
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