Trunk Club’s Mail Focuses on Customers
As this direct mail effort from men's and women's apparel retailer Trunk Club shows, a subscription box shopping service doesn’t have to be intimidating.
Mailer Name: Trunk Club
Date Mailed: May 2016
Trunk Club offers a service for men and women who don’t have the time or desire to go clothes shopping themselves. First, members sign up online. Then, they “meet” a stylist to talk about their clothing needs. Finally, when their box is delivered, they try on the clothes, keep what they want and return the rest.
The closed-face outer envelope on the above direct mail piece uses a simple, conservative pattern on both sides. A few short phrases on the back flap explains the basic components of Trunk Club's service. The headline, “A Smart Way to Shop,” is how the retailer sums them up.
The only component inside is an eight-page booklet. Trunk Club puts its value proposition on the cover: “[Y]ou’ll never have to shop for clothes again.” Why? “A personal stylist will do it for you.”
The right-hand page of the first spread inside features one of Trunk Club's “stylists,” Jenny. She used her styling expertise to curate outfits for four different men.
For each customer, Jenny lays out a “trunk” of items she sent. Items include jacket, shirt, pants and shoes. She describes the challenge she faced with each one, and how she met it.
You can see exactly how Trunk Club uses a simple direct mail package by downloading a free PDF, courtesy of Who’s Mailing What!
The Takeaway
Don’t overcomplicate how to present a simple service or product.
- People:
- Paul Bobnak
