It can be a real headache trying to create worthwhile content that appeals to one distinct audience, never mind two or three. Content segmentation is a way for brands with multiple target audiences to circumvent these hurdles. Here’s how some fashion and footwear brands have split their content offer.
Clarks is a heritage footwear company that is both traditional and trusted, but the brand also has an historic association with Jamaican music and culture.
On Clarks.co.uk visitors can browse the brand’s online magazine, Clarks Life, which features the kind of commercially-driven, shoppable content we often see from fashion and footwear brands. The content is targeted at Clarks’ core audience, with a big focus on school shoes and styles for kids, which account for a hefty share of the brand’s yearly sales.
To add to its content offer, and entice a younger, potentially edgier consumer Clarks created Originals Remixed, a microsite housed away from their main ecommerce platform. To launch the site Clarks commissioned four top DJs and producers to remix the ska classic ‘Let Your Yeah Be Yeah’ by The Pioneers and made all the mp3s, plus the original, available for free download. They backed the launch with some glossy black and white videos.
Since launch Clarks has broadened the scope of Originals Remixed and fans of the brand’s Caribbean connection can find features, interviews, new music collaborations and video content related to vinyl, fashion and footwear.
Everybody knows Converse, the global brand with a nice line in skate-ready sneakers and hi tops, but what you might not know is that US brand also produces some great content specifically for kids. While we can’t link you to the content on the converse.co.uk site (because it’s built in flash and has no page urls) we can still show you a couple of videos that you can find in the Kids’ section.
First, the delightfully quirky ‘Lili creates characters’, a short about a 14-year-old illustrator from Paris. Interesting and imaginative.
There’s also a bucnh of ‘how to’ videos that teach kids to do a range of slightly dangerous activities, from turning your old pair of All Stars into a sweet remote control car, to building a monster out of household junk.
Splitting your content by gender might be an obvious idea, but what River Island lacks in imagination it makes up in execution. On the River Island site there are distinct men’s and women’s blogs (although they actually function as two streams of the same blog – with posts relevant to both genders showing up in both feeds), and they also produce a masculine and feminine version of their quarterly online mag ‘Style Insider’, which is packed with shoppable content for dapper dudes and fashion forward femmes.
While Hush Puppies may have stumbled in other areas of its content strategy, its use of Tumblr shows a certain savvy for segmentation. We’ve talked about the brand’s UK Tumblr account before, citing it as a great example of brand micro-blogging gone right, but it is also a good example of content produced with a particular audience in mind.
Speaking to a younger, mainly male audience the blog was launched as a heavily visual ‘story of the collaboration’ focused on the perennial footwear producer’s team-up with hip fashion house Hemingway Design. All the pieces in the collaboration were originally men’s designs, and the content was aimed squarely at the youthful ‘Topman consumer’ – incidentally, where the shoes were originally stocked.
When the collaboration was expanded to incorporate women’s designs as well as men’s the content offer from Hush Puppies also broadened. The brand is now effectively making its Tumblr page a ‘go to’ online destination for all things youthful and fashion focused with the introduction of more style tips (for both guys and gals) as well as more music mixes, and photos from Hush Puppies’ recent Dog Days street parties.