Welcome to the community @GV123
I agree with your proposed approach in principle. For seasonal products, the ‘in-between season’ period can be used to create engagement, anticipation, and keep the brand front of mind even if they’re not ready to purchase.
When coming up with content ideas, I use ‘time and space’ that can produce some interesting content ie how winter wear has changed over the past x years (style, materials etc) or how winter wear differs across different locations and why.
That content also could include the brand ‘stories’ you mentioned and educational/promo content such as:
- behind the scenes to showcase the designers, artisans, fabric origins (countries, the sheep from which the wool is produced etc), colour choices, production techniques etc.
- lifestyle lookbooks for the upcoming winter collection that will inspire customers
- Brand approach to sustainability
- Any new innovations in next season’s clothing
- Early bird. That could be pre-orders to secure something from the next season's collection (scarcity) or signing up for a discount when next season's collection is available or a season ‘launch’ date - that will allow you to hit a list to remind them to redeem that discount
- Competitions - always good for engagement though best results are from targeting existing customers to minimise low quality competition hunters
- Maintaining and storing their winter clothing during the off-season
- etc 😀
Obviously, you’ll need to keep an eye on engagement metrics to see what is resonating with their audience.
You could also create a segment of loyal customers based on their number of historical purchasers and email engagement then survey them to ask what content they’d like to see.
If you present the types of ideas above to the client, that may get them to think out of the box as they seem to be firmly in there at the moment!
Hope that helps and that you win your client!
Regards
Andy