Fashion Content Marketing
The fashion industry has a longstanding relationship with content marketing. For decades, magazines have collaborated with brands to advertise product while providing editorial information to consumers about style and trends, with a correlation between brands buying ad space and its products being featured in an article or photo shoot.
Content marketing has since pushed into the digital field in the form of blogs, social media and affiliate websites, and naturally, fashion content marketing works best on more visual channels.
Most content marketing production falls across these channels:
Social Media
As obvious as it sounds social media is also often a key part of a fashion brand’s content marketing strategy. Social media is one of the primary - and often sole - touch points for a brand. Once a very low-cost way to gain exposure to a young, engaged, and fashionable audience, today Instagram, Facebook, Twitter, Pinterest and their peers are increasingly competitive marketplaces in themselves. Brands can no longer rely on organic content to get their message out and are increasingly committing to paid ads (or PPC) to drive traffic.
Email Newsletters
In today's digital marketing landscape, emails continue to reign as an integral tool for fashion brands, solidifying their status as more than just a communication medium. They facilitate direct customer engagement, foster retention, and drive revenue.
Fashion marketing leverages emails in versatile ways. "Abandoned cart" reminders are a powerful nudge that can convert undecided shoppers into buyers, effectively bolstering conversion rates. Newsletters, meanwhile, act as a vibrant showcase for the latest offerings, building an enduring relationship between the brand and its audience.
The directness of emails offers a distinct advantage over algorithm-dependent social media platforms. By landing directly in a customer's inbox, the marketing message isn't lost amid a multitude of competing posts.
Crucially, email marketing provides actionable data such as open rates and conversion rates, enabling brands to fine tune their strategies for maximum impact. Despite the emergence of new digital marketing channels, email remains a personalised and efficient method for customer engagement and retention.
In essence, the role of email in fashion content marketing is fairly critical. Its effectiveness in increasing brand visibility and driving sales makes it an indispensable asset in any robust fashion marketing strategy.
Style Blogs
A blog is a way to provide a richer insight into a brand’s world, allowing designers to control their messaging and allowing their loyal customers to share in brand stories and common interests. Lifestyle articles aligned with the brand's core ethics are at the forefront, and can include long and short form pieces, interviews, photo essays or film, across a range of topics relevant to the culture of the brand, such as travel, interiors, art and music.
VIDEO
Fashion films have an ability to cut through the white noise of the internet. Search engines favour sites with rich content like moving image, and video makes for ideal, shareable content, driving organic and viral traffic. Fashion films are becoming an increasingly sophisticated method of telling brand, product or lifestyle stories and rely on a creative content agency to bring these narratives to life.
Magazines
After years of hearing that print is dead, brands and retailers today have successfully turned to producing their own print magazines as a way to set themselves apart from the competition. Creating interesting, newspaper, zine, or glossy magazines formats can allow companies to talk directly to their core audience.
USER-GENERATED CONTENT
Leveraging the power of a brand’s customers base is powerful way of generating free content, and reaching a likeminded and potentially lucrative peer group of the original customer. Harnessing the power of user reviews, fan’s social media posts and customer buzz is a reliable way to expand an audience and garner trust.
MAKE FASHION CONTENT MARKETING
WORK FOR YOUR BRAND
Whether you’re a startup or luxury fashion house, there are ways to make content marketing work for you. So how do you put together a fashion content marketing strategy?
Have a goal
Why is your brand using content marketing? Are you trying to drive more traffic, create brand awareness or increase your conversions? Is there a particular part of your collection or brand that needs more product awareness?
DON’T GIVE IT THE HARD SELL
Content marketing isn’t the same as advertising or sale promotion. You want people to see your content, connect with your brand, and have an experience that will stay with them. You don’t want them to walk away from it feeling as if you just tried to sell to them.
KNOW YOUR AUDIENCE
Being informed about who your audience is, where they are, and what they want will help you create content that engages them. Are your customers budget oriented, experience led or do they have a keen interest in luxury fashion and premium lifestyle. Do your customers respond well to social posts, video content or long format articles? Do they spend their time on Instagram, Facebook, or TikTok? Establish these before you even begin to think about the content you need to create.
CUSTOMER CONTENT
Whether on review sites, comments sections on fashion sites or social media, fashion customers are happy to share what they think about a brand. Using your customers’ content as part of your brand’s content marketing strategy is smart. After all, word of mouth and online reviews are among the most trusted forms of advertising at your disposal.
What kind of Content do you need?
Not Studio is a multifaceted fashion creative agency in London, adept at providing bespoke solutions for the fashion industry.
Catering to clients from innovative start-ups to global luxury brands, we seamlessly blend functionality with aesthetics, ensuring your digital presence resonates with your audience. Discover more about our services here.
Think of Not Studio as your content partner.