Newsletters are how fashion brands announce what is new, but in the inbox they are hard to use. They arrive one by one among everything else, often the same for every subscriber, as columns of images that each lead out to the brand’s website, and nothing in them can be saved for later.
Brand edits gather those newsletters in Favora, with no sign-up and no inbox. Each edit keeps the brand’s message and photography and turns the pieces the newsletter features into cards with their name, price and a save button. Saved pieces sit alongside everything else a reader has saved, from any brand.
Gina Tricot’s newsletter of October 4, “Style your GINAJEANS”, shows the difference. In the inbox, its new jeans arrive as small flat photos with no names or prices. In Favora, each pair becomes a product card, shown on a model, with its name, its price and a save button.
The newsletter, side by side
The Brands tab in Community is personal. It shows each reader the edits they have not seen yet first, favours the brands they follow and matches women’s or men’s editions to the reader. Each newsletter edit carries a verified sender badge and credits the newsletter to the brand.
Sales are personal as well. When a brand goes on sale, each reader sees how many of their own saves are reduced, such as “3 of your saves are on sale”, and the sale opens on those pieces with their previous prices struck through.
Availability
Brand edits are rolling out progressively from October 13 to everyone using the Favora app for iPhone in Sweden, in the Brands tab of Community. Since the first edit on September 23, Favora has made 280 brand edits from 66 brands.