Boden – Up to 60% off. Make your own sunshine.

We’ve covered Boden before, however we felt compelled to feature the British fashion retailer again with their latest sale campaign emails. Taking the concept of Summer fails, they’ve sent a series of emails to their database highlighting a number of ways in which your Summer may fail – from hotels with no air conditioning, jumping in the pool with your phone in your pocket (guilty), having a wardrobe malfunction thanks to some waves, to our favourite – camping in the rain. Luckily Boden are on hand to banish the Summer fails with their Summer sale picks. It’s a simple idea, executed incredibly well over a series of emails.