Blogger, social media-ista and all-round fashionable friend of Speak, Isabelle O’Carroll, has worked with some of the biggest fashion brands in the UK (including her work with us on Lacoste footwear) and established herself as one of the country’s top fashion bloggers. Here she picks out some of her favourite content brands from the world of fashion.
One of the biggest trends I’ve noticed in fashion marketing over the past few years is many brands turning the way they use website real estate space on its head. Big fashion retailers like ASOS and Topshop are now reserving large chunks of their homepage to editorialised content, telling the brand’s story. Blogs are a confirmed asset to a fashion brand but the best kind of site at the moment is one that seamlessly links together a multitude of social platforms like Tumblr, Instagram, Pinterest and Facebook.
You may not have heard of Vestiaire Collective yet, but with a Condé Nast leading a $20 million investment in the company, you soon will. The brand is just one of the many fashion retailers using content to build their brand and attract customers. Vestiaire Collective is a French luxury resale site that offers up pre-loved Prada, Vuitton, Celine and more to label-loving shoppers. When it launched in the UK the site kicked off with a series of high-profile, features on fashion icons and industry experts like Anita Pallenberg, Laura Bailey and Vogue’s Sarah Harris. These figures helped position the retailer and increase visibility in a saturated online market, as its investment deal proves.
Takeaway: Position your brand by teaming up with the perfect style influencers.
Do it like Topshop with a mix of simple, seasonal content, from videos to editorialised product picks and links out to their Tumblr, Instagram and traditional blog pages. This makes for an explorable, content-rich homepage which is fun. Be generous! Topshop features tracks that link through to iTunes which increases credibility. You could even use this approach to open up new revenue streams through affiliates.
Takeaway: Make your homepage more like a magazine and less like a store.
ASOS is going headlong with daily updated feature-style content which ranges from celebrity profiles, beauty tips, hot-off-the-street trends and fashion news all delivered in the brand’s irreverent but relevant tone of voice. This approach to its website is obviously successful, with the firm reporting a 47% increase in final quarter sales in 2013. This online content sits alongside a desirable print magazine that leads the way in retail editorial publications.
Takeaway: Curate your product and make it work twice as hard.
Zara – in typically understated style – has just launched a scrolling Pinterest-style collection of images, shot especially for the brand and featuring a selection of the hippest people in fashion, from bloggers and designer muses to industry stalwart Yasmin Sewell. These images are shareable to Twitter, Pinterest and Facebook as well as linking through to shoppable product. This last example shows that first and foremost, content needs to fit with your brand’s tone of voice, Zara is a brand which is primarily about desirable product rather than consumer or a lifestyle aspiration. This editorial content fits perfectly with its more passive social media and editorial strategy.
Takeaway: Don’t force things, focus on quality and tone rather than quantity.
To be successful in your content strategy you must work on a focused, tailored plan that amplifies your brand, resonates with your audience and reflects your resources. Which fashion brands are really killing it for you at the moment?
Leave a comment below or tweet your responses to Isabelle @IsabelleOC