FASHION CONTENTS: PUBLISH OR PERISH

Blogs are still one of the best ways for brands to power their content machines – and fashion retailers have some of the best content hubs out there.

What’s great about blog content is that it works in tandem with social media and email marketing to serve as a key customer loyalty builder.

A highly followed blog, and its content distributed across multiple channels, helps brands stay top-of-mind for when consumers are ready to buy.

That approach has worked for Active in Style, a UK-based women’s activewear retailer.

Active in Style Home Page

The blog has helped establish the brand as an authority in the health and wellness space, says Thomas Gibbons, the company’s Digital Marketing Manager. The main mission of his team, which is comprised of six in-house writers and three freelancers, is to maintain a loyal readership.

“Educating and building awareness of your products is as important as stocking a great product; they need to complement each other,” he says.

However, they are looking ahead to adding more interactivity into their content plans.

Mr Porter is another site that’s known for shoppable content. Editorial feature stories, like the one below, revolve around beautiful photography and let users click and shop the items in each image.

Mr Porter Home Page

J.Crew is a retailer who’s already mastered the shoppable blog experience. From real people “test driving” new products and sharing their thoughts, to behind-the-scenes looks at how pieces of clothing are made, to style hacks and local tours, this blog reads like an elegant fashion magazine – but with embedded product links that easily let customers transition from reader to shopper.

J.Crew Home Page

Expect shoppable content links and other technologies embedded within blog content to become the norm.

Along those lines, most CMOs agree that personalization is the key to success, according to research conducted by Forbes, entitled “Publish or Perish.”

Their analysis found that marketers who deliver personalized web experiences get double digit returns in marketing performance and response. Looking ahead, retail marketing teams will seek out platforms that contain modules that can serve up content based on user behavior and preferences with the goal of increased conversions in mind.

“Like anything in this industry you need to be innovative, interesting, and fashionable,” says Gibbons.