The thinking behind it.
- Social, creator, PR or talent: she sees the long-table film or a celebrity wearing the dress.
- Campaign landing: the film continues on site, not a generic category page.
- Story: chapters by occasion and by woman, each one shoppable.
- Discovery: if she doesn't love that dress, "more from this table" shows the rest of the edit.
- Product page: fit notes, video, complete the look, landed price, delivery date.
- Basket: styled add-ons (shoes, accessories) and membership sign-up.
- After purchase: a styling note, the next chapter, and a prompt for her next occasion.