Mail order

‘We used to spend lots of time on emails and it was amazing as we ended up knowing more about many clients and also understanding what they liked and how they saw the brand,’ Marques and Almeida told i-D.

In a bid to keep this bond intact, Marques and Almeida invited fans and friends to find out more by sending out an initial email with just two campaign images along with questions including, ‘Do you want to know more about this campaign? Will you share it and when? What makes you share an image on social media?’, explaining that each email would be personalised to meet their individual tastes.

The Big Picture: According to digital strategist Martin Hayward, loyalty is earned among Deletist Consumers by building long-term relationships based on mutual trust.