Clothing website ASOS uploads 5,000 new products every day. Fashion retailer Next has enjoyed better-than-expected sales at high-street stores this summer. And bastion of cheap super-fast fashion, Primark, reported a rise in half-year profits of 25%. But despite this, and our seemingly never-ending love of quick fashion fixes, could the fast fashion industry be about to hit troubled times? We take a closer look to find out if fast fashion is losing its allure.
When did fast fashion begin?
Although first launched in England in 1973, it wasn’t until the mid-2000s that fast-fashion stalwart Primark took over the UK high street, leaving other stores quaking in their kitten heels. As a nation we shopped and didn’t stop. Never before had we seen clothes so cheap, and suddenly we could afford to switch up our wardrobe just like that – with a new outfit for every night out.
But with the rise of awareness about sustainability, climate change, and the continuing trend for shopping vintage, could Primark – and others – be looking at tricky times ahead? Back in the mid-Noughties, no one thought twice about the ethical issues surrounding a T-shirt that cost £2.50. But then we woke up.
Behind the scenes of fast fashion
The tiny black wording on clothing labels tucked inside your leggings might reveal which washing setting to use, but they also point a finger as to where the item was made. China. India. Bangladesh. And questions continue to be asked about wages and working conditions in the places where our clothes are made.
Despite this, UK shoppers continue to buy clothes like they're going out of fashion, and even with documentaries highlighting the effect fast fashion has on the environment, we continue to buy, buy, buy.
The rise of the activists
If the planet is going to survive, we can’t keep on producing, buying and binning at the current rate. The climate is in crisis and young activist Greta Thunberg is making sure we all know about it. As part of this, the way we buy clothes has to change. In a London Sustainability Exchange article, Mathilde Batelier said:
'It is estimated that between 80 and 100 billion pieces of clothing are produced each year. In 2016, Britons bought 1.13 million tones of clothing, which generated a total amount of 26.2 million tones of CO2. The UK sent 235 million items of clothing to landfill. This is quite an outrage, especially when we know that almost 100% of clothing items are recyclable.'
What are shops doing to help?
As consumers, we can do our bit. We can buy less, we can reuse, repurpose and recycle. We can buy clothes made from eco-friendly fabrics such as linen, hemp and bamboo. What’s more, we can make sure we buy from sources that produce clothes as ethically and environmentally friendly as possible.
The Independent sites brands such as Monkee Genes, People Tree, and Punks and Chancers as labels doing their best to provide the most sustainable fashion possible. In high street terms, well-known names such as H&M, Marks & Spencer, and John Lewis are all also doing their bit to meet ethical standards.
In 2019, fast fashion might not have had its day, but we don't think it will be long. As a country – and a planet – we are only just waking up to the environmental crisis we’re facing. Fast fashion and our consumer culture is a huge part of this, so what matters now is that we think carefully about our buying habits, the materials our clothes are made from, where they’re made, and how our old clothes are reused or disposed of.
Like the death of the plastic carrier bag, it can only be a certain amount of time before the scales shift in favour of sustainable fashion, and fast fashion becomes a thing of the distant past.
WooContent can help with all of your fashion copywriting needs, to create relevant fashion content for your website. Get in touch with us today for more info on how to get started.
Content marketing is an umbrella term applicable to just about every industry, yet the type of content you produce is going to be largely influenced by your topic.
When it comes to fashion, such a focus is on creating content that’s aspirational, inspirational and, perhaps above all, on trend.
Across the board, it’s imperative that brands and businesses focus on delivering content that meets the inherent demands of their sector. As such, here are four key types of content that all fashion brands can benefit from.
Including: newsworthy articles and trend-led pieces
Websites that host their own blogs give search engines access to 434% more indexable pages. And when it comes to fashion sites, the benefits of regularly updating it with fresh blog content go far beyond the potential for improved SEO.
The fashion industry is about as fast-paced as they come. Having the capacity to develop new content based around current trends will improve your chances of attracting organic traffic from associated keywords. Using a fashion copywriter will also help to establish your brand as an industry leader, demonstrating your ability to keep up with the latest developments and move with changing seasons.
From ASOS to Matalan, many national fashion retailers have built their websites to incorporate a blog in some form or another. In fact, it’s rare to find a fashion e-commerce site that hasn’t. The challenge then is to continue delivering content that offers users something unique and establishes your own tone of voice within the field. French Connection are the perfect example of a high street retailer making their blog work for them, featuring editorial-style photography, industry terminology and plenty of valuable e-commerce links.
Including: shoppable video, images and editorials
Shoppable content looks set to be one of the biggest fashion content marketing trends of 2018. Consider that no less than 87% of British consumers have made a purchase online in the last 12 months, and it’s easy to see why. Marrying content with e-commerce is just one of the ways that brands and retailers are tapping into this ever-growing digital customer base.
From clickable videos to user-generated social media posts, there are very few types of content that the fashion industry hasn’t yet experimented with. Designer fashion retailer Net-a-Porter exists solely online, making their ability to draw in consumers with engaging digital content all the more crucial. Their online EDIT Magazine evokes flicking through a glossy mag to life in digital form, with striking editorials that can be hovered over to reveal direct links to product pages.
Including: advice, information and how-to guides
Although not a type of content commonly associated with the fast-moving world of fashion, we’ve spoken before about how evergreen content has its place within the industry. Evergreen articles don’t go out of date, ensuring a slow and steady flow of organic traffic to your site.
Many people are surprised by just how easily the fashion industry lends itself to evergreen content. How-to guides, trend definitions and wardrobe checklists are all examples of evergreen content that work particularly well for fashion brands. What’s more, this kind of content can help to establish yours as a site that users will come back to for advice and guidance time and time again.
High street retailer Miss Selfridge regularly include evergreen content on their blog, like this guide to styling ankle boots. Focus on creating content around pieces that remain on trend season after season to benefit from a steady stream of visitors over time.
Including: memes, Instagram posts and hashtags
Social media is the #1 content marketing tool used within the fashion industry, with 87% of marketers developing content in this format. Instagram, Facebook, Twitter and Pinterest are all examples of social media platforms that fashion businesses can benefit from using, whether through branded channels, influencer marketing or paid native advertising.
The key to mastering social media as a core part of your wider marketing strategy is to develop a recognisable tone of voice. This kind of content can be quickly and easily shared among your target audience – offering increased visibility and brand awareness in the process. Focus on delivering visuals that are engaging and on-brand to make a lasting impact across social channels.
In such a saturated industry, the pressure is on fashion brands to continue breaking boundaries with their digital content.
As a copywriting agency, WooContent understand that creating a bespoke content marketing strategy that works for you is key, so don’t hesitate to get in touch with us to find out how we can help you today.
In fact, a recent study revealed that just 4% of UK marketing professionals have neglected to allocate any budget for influencer marketing over the next 12 months.
It’s clear that influencer marketing is a worthwhile investment for brands across multiple industries – and none more so than fashion. From traditional blogs to Instagram accounts boasting hundreds of thousands of followers, even Vogue is paying homage to the way that fashion influencers are turning the industry on its head.
With that in mind, here’s just a small selection of the top fashion influencers to work with in 2018.
Lucy’s background in fashion editing and forecasting makes her one of the most knowledgeable style influencers in the UK at present. With a focus on high-end pieces, Fashion Me Now is an ode to designer fashion and an essential resource for anyone wanting to stay ahead of the trends. It’s this reach that has led Lucy to participate in key influencer campaigns for the likes of Free People and Missoma, the latter of which she launched a jewellery line with earlier this year.
By her own admission, Catherine is on a mission to quash the concept of dressing for your age in a way that’s fun, accessible and stylish. Not Dressed As Lamb is a personal style blog written primarily for those over 40. Filled with vibrant photography and advice for dressing well on the high street, NDAL takes a refreshingly modern approach to fashion, no matter your age.
Carl’s personal style blog is written for the modern gentleman, about the modern gentleman. Classic tailoring and timeless silhouettes are brought to life with a 21st-century spin, while luxury and high street pieces are paired in a way that brings a new element to both smart and casual styles. The founder of menswear label Hawkins & Shepherd, Carl’s love of all things quintessentially British also shines through.
Fashion, lifestyle and beauty are all covered in Stephanie’s blog, which celebrates body confidence and female empowerment in every form. A self-confessed lover of all things sci-fi, Steph developed Nerd About Town with the vision of creating a hub of style advice and notes on positive body image that inspires audiences across the globe.
Mixing high end and high street pieces is Lizzy Hadfield’s forte, resulting in a personal style blog that is as much relatable as it is inspirational. Lizzy’s style is focused on getting the very best from those essential pieces that every woman already has in her wardrobe – an approach that has led to collaborations with Topshop, H&M and Weekday in 2017 alone.
Jordan describes his blog not as a place where he tells others what to wear, but as a space to showcase his personal style. If he encourages others to explore theirs in the process then it’s just all the better. Championing independent stores and investing in quality pieces that promise to stand the test of time, Jordan’s blog has grown to become one of the leading men’s style blogs in the UK.
With in excess of 70,000 readers each month, Forever Amber has grown significantly from a personal style diary to a trusted source of fashion and lifestyle advice. Packed with personality, Amber’s blog has more recently taken on a new focus maternity style and first-time-parenting. From styling your baby bump to getting the very most from your wardrobe year-round, Amber delivers consistently sound advice on all things fashion.
Fashion design graduate Monikh Dale is one of the brightest stars in fashion blogging, and her blog is definitely one to look out for in 2018. Minimal and modern, her style is a breath of fresh air and one that has captured the attention of brands including Farfetch, French Connection and Warehouse over the past 12 months.
Within the fashion industry, influencer marketing is already established. However, it is a growing trend within other industries – by using a fashion copywriter this will help your content to stand out.
The very basis of fashion is founded by a desire to stay up to date with trends, so it’s no surprise the industry has adapted to the demands of the digital age.
Both brands and influencers are in constant competition to generate online content that offers a fresh perspective and inspires engagement from its audience.
Attracting a steady stream of organic traffic becomes an increasingly difficult task within such a saturated industry, yet there are a few article topics that promise to generate interest season after season. A balance of trend-led and evergreen content is crucial if brands are to make their copy earn valuable engagement. Here are our top picks for fail-safe fashion titles that are all but guaranteed to get you clicks.
Wardrobe essentials that every fashionista should own
Trends may come and go, but wardrobe essentials are here to stay. Basic pieces tend to be universal across different demographics, giving fashion brands the chance to create informative content that translates to many different audiences. Much like the pieces themselves, this is content that promises never to go out of style, and can easily be refreshed on a seasonal basis if required.
A leader in online fashion writing, WhoWhatWear have nailed this kind of evergreen content. The brand’s ‘15 Wardrobe Staples You Shouldn’t Live Without’ post was originally written in 2014 and has been regularly updated since with working e-commerce links. Currently ranking first on Google for the high-traffic term ‘fashion essentials’, it’s proof that evergreen content can be just as valuable for fashion brands as for less fast-paced industries.
Designer pieces that are/aren’t worth the investment
Designer fashion is a natural buzzword within the industry and related keywords yield impressive levels of search traffic month after month. Designer pieces are an investment for most, so creating content around which are and aren’t worth the money is sure to generate some interest and social shares.
Reference key designer ‘it’ pieces and you stand a chance of climbing the rankings for these search terms too. In 2016, the Cartier Love Bracelet worn by celebrities including Kylie Jenner and Pippa Middleton amassed a monthly search volume of more than 350,000 hits – proving just how much of an impact ranking for these top designer pieces can have.
Affordable fashion and designer dupes
Another way to rank well for highly sought-after pieces is to create content around affordable alternatives – commonly known within the industry as ‘dupes’. This kind of content is also a natural way for online retailers to incorporate e-commerce links into written and editorial content.
Cult products that attract a high volume of search traffic will naturally perform the best in dupe-style posts. Another way to encourage organic traffic is the ‘get the look’ post, which typically shows users how to achieve celebrity or street style on a budget. Leading online retailer ASOS frequently feature this kind of content on the Inspiration & Advice section of their blog, the Fashion Feed.
How-to and tutorial posts
A metaphorical treasure trove of fashion content, Pinterest this year revealed that ‘how to style leggings’ is their most popular fashion-related search term of all. Consider that ‘how to wear boyfriend jeans’ clocks in at the second most common, and you can see why this kind of content stands you in good stead for generating clicks. Focusing on staple pieces – jeans, t-shirts and ankle boots, for instance – is a good strategy for developing evergreen content that will still be valuable to users weeks, months or even years down the line.
An in-depth guide to styling the latest trends
Similarly, tips and tricks on styling the latest trends are sure to go down well, albeit on a more short-term basis. Fast fashion encourages a quick turnover of trends, many of which attract large spikes in search traffic over a short period of time. Create fresh and informative content when trends are in their infancy to cash in on increased search volumes once they hit their prime.
One of the more prominent trends to hit both the runway and the high street in recent years, culottes are a great example of a fashion staple that’s picked up the pace in terms of search traffic. This once barely-searched term brought in very little interest 5 years ago, only to reach its peak during the summer of 2017 once the trend had become widespread. Forward-thinking brands securing SERP top spots will, therefore, have attracted an influx of clicks once the trend had hit peak popularity.
Consistently engaging fashion content is difficult to get right – regardless of the size and scope of your business – yet its delivery is crucial for attracting clicks and encouraging conversions.
As ever, fashion in 2018 will be fast-moving. And just as en vogue styles change according to new trends, your fashion content strategy needs to adapt as well.
In 2018 advances in artificial intelligence (AI), shoppable content, and online micro-moments will see the cutting-edge fashion industry adapt to the digital revolution.
Here’s what to expect in 2018:
AI ahead of the trends
Artificial intelligence isn’t just for cars and video games — it’s creeping into the fashion realm as well. And in this deeply personalised industry, it addresses needs for consumers as well as companies that humans simply cannot.
For customers, AI can play the role of a personal shopper. By looking at someone’s previous purchases, browsing history, and current interests, it can find exactly the piece you’re looking for to complete an outfit. And, AI learns as it goes. So, if you reject an option it’s found, it knows better next time.
For companies, AI has the ability to look at mass amounts of data and derive real-time solutions. For instance, it can crawl e-commerce sites to analyse what colours, styles, and materials are selling based on countries, age groups, and even cities. Companies can then discover trends before they become mainstream, and further, customise their inventory based on location and market.
AI will also help companies keep track of their inventory by deducing which products and how much of them will sell based on what the customer base is currently looking for. This allows brands to purchase only what is necessary, without the guesswork. Long-term, this means fewer mark-downs, waste, and sell-outs of popular products, which helps companies gauge profit margins and maximise revenue.
Customer service via social media and chatbots
In 2016, 87% of shoppers said that sales associates influence their in-store purchases, yet this personal service is still lacking online.
Another one for AI to tackle may be chatbots that pop up and react in real time with customers online or in fashion apps. Tommy Hilfiger already has one in operation on Facebook, as does Burberry and TK Maxx, and it’s sure others will follow.
Meanwhile, consumers continue to turn to social media for customer service help. Fashion brands need to be present to answer the queries and address the problems of these audiences.
They can even use social media to personalise their service.
Warby Parker does an excellent job of this. After customers receive their free trial pairs of glasses, Warby Parker encourages them to use the hashtag #HomeTryOn to get the opinion of their service representatives. The benefit is two-fold: customers feel they’re getting personalised service, while sales representatives have the opportunity to upsell them on products.
Making all content shoppable content
Static content will soon be so 2017. As platforms like Instagram, Snapchat and Facebook add click-to-buy options and interactive blogs and ebooks now allow shoppable content via images and links, you’ll be hardpressed to find items you can’t buy right then-and-there.
Shoppable content removes traditional obstacles to purchasing by simplifying the product. You like something? You click it and it’s yours.
Several brands are already using this type of content. ASOS has actually combined their user-generated content with shoppable moments. Users can tag their photos with #AsSeenOnMe and get featured on the ASOS website. As visitors browse the looks, they are able to click on the pieces they like and add them to their basket.
The ability to search any query at any moment is changing customer and brand interactions. Think with Google defines these customer touchpoints as those highly critical and evaluative moments where customers expect brands to cater their needs with reliable information, regardless of the time and location.
Capitalising on these impulsive, curiosity-driven moments secures a consumer’s trust that a brand can fill their needs. These moments happen on the train, at home, and — for fashion brands — when customers are in-store.
For instance, if a customer finds a top in-store, but doesn’t see it in the right colour, a quick search can get them to the right item in an instant… it’s up to the brand, now, to make that moment count by providing the correct item, information, and outlet for purchasing it.
The pressure is always on for new and existing fashion brands to deliver quality content online. Creating aspirational content that aligns with your brand identity and encourages conversions is a tall order, particularly in today’s saturated market.
Companies that blog receive 97% more inbound links to their website, and have an average of 434% more indexed pages than those that don't. As such, any brand or retailer not updating their site with regular blog content is likely to be missing out on key traffic opportunities.
Trends within the blogging industry have a tendency to come and go, yet there are some post formats that can be fully optimised for SEO and used to underpin your ongoing marketing efforts. Here are a few ideas to get you started.
1. Building multiple looks around this season’s key piece
Posts that focus on styling this season's key garment can bring increased organic traffic to your site, as relevant keywords begin to trend in search. It's a tactic regularly used by influential fashion blogs such as Who What Wear, who's guide to styling embroidered denim sees them ranking well for this high-volume search term.
2. Glossary of this season’s trends
Establish your brand as a leading knowledge resource by breaking down key trends with each new season, complete with e-commerce links and product recommendations where appropriate.
3. ‘How to…’ posts
Content that advises people on how to do something is always a winner in natural search. Consider how to make these posts fit around the season's trends – such as this guide to hemming your own jeans from Refinery29.
4. Care instructions for particular fabrics and garments
Above all else, your content should offer readers something of genuine value. Share information that will genuinely come in handy, and you'll stand a stronger chance of encouraging repeat visits.
5. A peek behind the scenes
People love to discover more about the faces behind the brand, making your fashion site more personal and relatable. Take cues from retail giant ASOS and keep the content fashion-led by showcasing what you or the team behind the blog have been wearing.
6. Celebrity style inspiration
Celebrities have a huge influence on our style, so consider doing a weekly round-up of style inspiration, and link to e-commerce pages where possible.
7. Sharing your favourite blogs
'Sharing the love' is very much a buzz word within the blogging industry. The least you'll get from linking to your favourite influencers is an increase in brand favour – the most, a valuable backlink.
8. Giveaways and competitions
Competitions tend to perform well on social, with each share contributing to increased brand awareness.
9. Interviews with key insiders
Not only will mentioning the names of key fashion insiders see your brand ranking for these highly searched terms, but interviewing them is a great way to encourage backlinks and shares from their own social media channels. High-end retailer Matches Fashion have nailed this with their 'My Fashion Life' series, in which they've interviewed the likes of fashion icon Alexa Chung and Vogue editor Elisabeth von Thurn und Taxis.
10. Wardrobe essentials
Evergreen content is just as beneficial within the fashion industry as any other. Underpin trend-led posts with a guide to the essentials that will last season after season.
11. What’s new/new-in
The fashion industry is notorious for being fast-paced. Regularly updating your blog with new arrivals will encourage repeat visits from users who are keen to keep their finger on the pulse.
12. Mood boards
Fashion blogging is all about showcasing an aspirational style. Blog posts containing images get 94% more views than those that don't, so focus on producing visually appealing content that will inspire your target audience. Check out sites like Polyvore for some fresh layout ideas.
13. Brand/designer histories
Even if you're a retailer, consider going into detail about brands and designers that are stocked on your site. These case study-style posts are a great way to demonstrate your industry knowledge.
14. Influencer collaborations
Influencer marketing can feel like a big step for those with no experience, yet the benefits for big and small businesses cover everything from increased brand awareness to valuable backlinks.
15. Iconic film/television fashion moments
Fashion and popular culture go hand in hand, while the names of trending film and television stars are always going to generate a good amount of organic traffic. Quotes or comments from the stars themselves will take this content even further – like Stylist's look back at Julia Roberts' most iconic fashion moments
16. Common fashion mistakes
Whether humorous, nostalgic or informative – there are a multitude of angles you could take to make this style of post even more shareable.
17. ‘The ultimate guide to…’
Swimsuits styles, jean cuts or ankle boots – the opportunities are endless. Comprehensive guides will also allow you to target multiple keywords and further establish yours as a voice of authority.
18. Gift guides
Visually appealing gift guides can lead to big traffic wins, particularly during the festive season. Include clear links to e-commerce pages to turn views into valuable conversions. The 2016 Christmas gift guide from Whistles was effortlessly on-brand and packed with signposts to product and category pages.
19. Affordable style solutions
Everyone loves a bargain. Shout about sales, deals and offers happening on site or simply provide advice on how to dress well for less.
20. Quizzes and interactive content
Personality quizzes are a surprisingly successful method for generating views and leads. They're also a relatively cost and time effective way to encourage user engagement.
Blogging is commonly regarded as a space for brands to let go and immerse themselves in a more creative side of digital content. Rightly so, yet it's wise to consider how blog posts can be tailored to support your marketing and SEO efforts at the same time. For more information on developing an effective blog content strategy for your fashion brand, get in touch today.
Evergreen content – defined as content that isn’t time-sensitive – is an integral part of any content strategy. In an industry as fast-paced as fashion however, it becomes increasingly difficult to produce high-quality content that resists going stale in light of emerging trends.
If fashion brands hope to reap the numerous SEO benefits associated with creating evergreen content, the pressure is on to deliver rich and insightful articles that promise to stand the test of time. From establishing authority to driving traffic, we take a look at why your fashion brand would benefit from an evergreen content strategy, before checking out a few working examples from within the industry.
The benefits of evergreen content:
Evergreen and time-sensitive content seldom work alone, and an effective content strategy seeks to make the best use of both. While producing content that will be of interest to readers season after season is a tall ask for fashion brands, the benefits of integrating an evergreen content strategy can be huge.
Establishing a voice of authority
Fashion copywriters understand that evergreen content is extremely valuable when it comes to establishing your brand as a knowledgeable resource. It’s a great way to demonstrate the passion and depth of knowledge that your brand has on the fashion industry.
An investment in your online real estate
Trends come and go, but quality evergreen content that is fully optimised for SEO is unlikely to fluctuate in SERPs in quite the same way. Claim your stake by targeting fashion-related keywords that incur high search volumes season after season, ensuring your site maintains these rankings.
Supporting additional site content
Implemented correctly, your evergreen content strategy can and should be used to enhance more trend-led, time-sensitive articles that you produce on site. It provides a base for more niche content to link to, ensuring that the user is seamlessly passed from one piece of relevant content to another.
Driving newly engaged audiences over time
Shareability is a vital aspect of evergreen content. Create a resource that users are likely to share elsewhere on the web – on social media, in forums or through the use of backlinks in blog posts and articles. One piece of content has the potential to attract new visitors to your site over weeks, months or even years.
Creating evergreen content for your fashion brand:
Contrary to popular belief, not all fashion industry content lends itself to changing with the seasons. There are a whole host of ways that fashion brands can successfully implement an evergreen content strategy, including:
How-to guides and tutorials: Leading online retailer ASOS frequently includes how-to guides within their Daily Style Feed. Their post on bleaching your own denim proves just how easy it is to incorporate video into evergreen content too. It’s a timeless DIY technique that will continue to attract strong numbers of keyword searches each and every year. Pulling in a constant stream of traffic, that may be tempted to navigate towards other articles and valuable e-commerce pages.
Trend insight and analysis: Trend-led content can be worked in a way that makes it evergreen too. The key here is to choose a trend that isn’t fleeting. Then to provide the user with useful information that will be as relevant in 3 years’ time as it is today. Take a look at the Trend & Subcultures section from FarFetch’s The Style Guide for some inspiration – with articles including The Seventies Fashion Legacy serving as valuable content without a set expiry date.
Inspiration and advice: The web is a hub of style inspiration, so make the most of it by creating relevant content that doesn’t go out of fashion. Lists are great for this, so think about titles beginning with ‘5 ways to style…’ or ‘10 quick and easy tips…’. Keep the topic broad enough to make the content stand the test of time, like high-street retailer Topshop’s guide to iconic Riviera looks or hacks for day-to-night dressing. Even if specific product links expire, the content is still full of valuable tips and information that will remain relevant for years to come.
Fashion is the perfect example of a fast-changing industry that benefits from evergreen content. As a copywriting agency, Woo can implement an effective evergreen content strategy and deliver high-quality copywriting for your fashion brand - get in touch today to find out more.
For decades magazines have played a crucial role in the fashion industry, with the launch of popular publications like Vogue and Harper’s Bazaar dating as far back as the 19th century.
For brands and fashion houses, the ability to appear in front of fashion-conscious audiences is a vital marketing opportunity; it gives them a chance to show their products in aspirational settings that customers will want to imitate. With 30% of shoppers now choosing to research clothing online prior to making a purchase, the role of digital media within the fashion industry is of increasing significance.
In an increasingly digital era, the allure of fashion magazines shows no sign of abating. We’ve seen some inspirational examples of fashion content marketing in recent years, with more and more brands opting to create bespoke content that meets the specific needs of their audience. Online retailers ASOS and Net-A-Porter have even launched their own print magazines (although both are available online) – a notable feat at a time when many creative sectors are proclaiming the death of print.
For digital-savvy brands however, the increasing popularity of interactive magazines have huge potential for fashion content marketing. Combining the traditional structure of print publications with the flexibility of digital platforms, these magazines can reach new audiences and drive traffic towards ecommerce pages. With a variety of articles that can be shopped or shared across social media at the click of a button, the interest in interactive magazines looks set to continue within the fashion industry.
Promoting an aspirational lifestyle
Interactive magazines allow fashion houses to promote a lifestyle in keeping with their brand identity. By featuring their own products within articles and editorials (and accompanying images), brands can demonstrate just how well they fit with and enhance their reader’s lives, in turn generating sales from readers that want to ‘get the look’. By adding interviews and articles with and about influential people, companies can add further weight to their brand – reinforcing it with an endorsement from celebrities their readers admire.
Connecting content with commerce
Creating seamless links between written and visual content is a great way to drive audiences towards the e-commerce section of your site. Gone are the days of rooting endlessly through shopping rails in search of the perfect pair of trousers that caught your eye in an edgy editorial. Interactive magazines cut out the middleman, creating a direct path from inspiration to ownership.
And because interactive magazine solutions can be self-hosted, fashion brands no longer need to worry about driving readers away from their site. Each click through to the magazine is a click through to the website, boosting visits, SEO and potential sales. At the end of each feature, Topshop magazine invites the audience to ‘shop the look’, therefore generating a stream of traffic to particular product pages.
And it’s not a one-way street either. Real-life locations can be used to drive traffic to the magazine and vice versa. In-store promotions can highlight exclusive reader offers, which can only be obtained by reading the magazine – creating another way for existing customers to engage with the brand. Through the use of quick response (QR) codes, brands can bridge the gap between in-store and online retail even further.
Interactive magazines bring the potential for effortless data collection, with integrated forms, competitions and surveys, giving fashion brands the chance to learn more about their audience and even personalise content. If brands are looking to raise engagement levels, getting to know their target audience and tailoring content to their interests is essential. Interactive magazines allow brands to push the most relevant pages to their readers, excluding content that isn’t of interest, so they remain engaged with the magazine for as long as possible.
Another benefit of data collection is the ability for brands to grow their mailing list. By gathering contact information, such as email addresses and phone numbers, fashion labels are able to deliver news and features directly to their customers’ inboxes, further encouraging website visits and sales. With more opportunities to personalise content when compared with blogs, interactive magazines are a great way to engage your audience with content that appeals to them.
Innovative fashion content marketing
Video, audio and pop-ups are key features of many successful interactive magazines. We’ve already discussed the benefits of using video marketing and introducing multimedia elements is a great way to engage the audience in a way that’s entertaining and memorable. For example, The Edit - an interactive magazine created by Net-A-Porter – uses video demonstrations to show beauty products in action and visually demonstrate their benefits.
With bounce rates for interactive magazines as low as 6%, they’re likely to hang around for longer and buy into the brand – clicking links and eventually buying from your site. Audiences are accessing content through an increasingly wide range of platforms and devices, with the ease of implementing mobile responsive design features giving interactive magazines the edge over page-turning PDFs.
Interactive magazines offer advertising opportunities too, which will have an impact on a brand’s bottom line. A captivated audience that reads an entire magazine will be attractive to carefully selected partners, because their adverts will be a good fit with the content and therefore be read and clicked.
But how can you tell if the audience is engaged? Interactive magazines often have robust reporting functions that tie in with Google Analytics, which will tell publishers and advertisers how much content readers consumed, exit pages and links clicked – perfect for demonstrating engagement rates.
Plus, the ability to include audio and video elements is guaranteed to attract a wide range of advertisers seeking new and innovative ways to stand out in a crowded market. With such an attractive proposition, how could advertisers refuse?
With an array of features suited to the way modern fashionistas shop, it’s little wonder interactive magazines are gaining popularity. To find out how an interactive magazine can boost your brand awareness and sales, take a look at Engage from Ad-Rank or drop us a line today.
As the marketing world as a whole gets increasingly fascinated by the possibilities of content marketing, the fashion industry can justifiably say they were way ahead of the curve.
If any sector should be studied as a great example of how content has been used incredibly smartly to build brands, develop a social presence and acquire search traffic, fashion content marketing is it.
With over 80% of companies who blog on a daily basis now quoting a positive ROI for their inbound marketing, fashion brands have been at the forefront of blogging, posting great social content and encouraging rampant sharing of their content. Of course, fashion brands have fantastically visual products, normally modelled by striking individuals, all of which helps in terms of making their content look brilliant, but there is still much to learn from how they create engagement and conversation amongst peer groups.
Here are our 5 favourite examples of great fashion content marketing, in no particular order:
Women's clothing and accessories brand Anthropologie have used brilliant content to generate strong communities. They use Instagram to post new products and previews of new brochures and publications, building anticipation for new collections. As well as posting photos of their employees wearing Anthropologie clothes, they also share photos of what's happening in their offices, giving a glimpse behind the scenes of the fashion industry. They've even become masters at initiating their own innovative hashtag campaigns, encouraging sharing amongst their community with hashtags like #HisPantsHerWay, with users posting photos of themselves wearing their boyfriends' clothes.
Using various topics, how-to and style guides, as well as product reviews and interviews, beauty and lifestyle brand Birchbox are able to create a constantly compelling blog. Their aim is to get customers engaged through genuinely useful advice and videos, helping them to gain their trust, and ensuring customers return to the site regularly.
Obviously Victoria's Secret is a huge brand with the resources to match but much can be learned from their content and social approach. Their annual Fashion Show has become a huge marketing event and spawns huge amounts of shareable content. Using offline events to generate online content is a great way to engage your audience. Knowing their customers inside out, Victoria's Secret use customer insights to craft their Fashion Show and then capture the action in a striking and glossy manner for a much larger audience on social. It may be difficult to compete with Victoria's Secret in terms of production budgets, but it's worth investing significant amounts of time and money into the look and feel of your content.
Fashion brands are increasingly adept at talking about a range of subjects wider than just their products of their niche. Check out Rebecca Minkoff's RMEdit website to see how a brand can talk about culture, music, arts and travel, relate it back to fashion and their own products, and make it all resonate with their own tone of voice.
Net A Porter
Online fashion brand has taken content production to a new level, almost becoming a publisher first and retailer second. Their website and primary shop front, looks like a magazine with the articles, features and celebrity interviews. They then use their heavily subscribed social channels to propagate their content and create a vibrant online conversation with their users, including video guides on health issues, beauty secrets and even yoga.
So there are our 5 favourite fashion content marketing examples. Even though these brands have firmly established themselves as content creators, often with budgets to match, it's clear that there's plenty that other businesses, both large and small, can learn. So get thinking today how you can use content marketing to build your brand today.