3 Fashion Brands That Kill the Content Marketing Game

by | Mar 21, 2017 | Content Marketing

Content and commerce are a match made in digital heaven. This is especially true in the fashion industry where media has always played a key role.

With the rise of mobile internet accessibility and everything that comes with it (like cat memes ecommerce), we’ve seen a well-documented shift into new and exciting advertising avenues. In particular, content marketing has become a fundamental aspect of many brands’ marketing strategies, helping to capture consumers with witty content, exciting imagery and useful information.

So which brands have achieved the perfect fit?

 

Porter Magazine

Image via POPSUGAR

Who? Net-a-Porter

Why?

One of the biggest success stories to come out of the early-noughties dotcom boom, Net-a-Porter was founded way back in 2000 by Natalie Massenet. The luxury ecommerce store has gone from strength to strength, and in 2014 they expanded their reach into media with the release of the Porter print magazine. That’s right – a print publication from an internet company.

In an interview with The Business of Fashion, Massenet said:

“We’ve talked about how the Net-a-Porter Group is actually not just a retail company, but it’s a media company. And if we’re a serious media company we couldn’t ignore one of the most important existing media, which is print.”

It was a risky move from the e-tailer, but it’s definitely paid off. While the magazine and its digital edition drive traffic to Net-a-Porter’s ecommerce site, it has also helped cement relationships with their associated brands and engage consumers (as well as picking up a collection of awards along the way). This marketing venture is not just about selling products – it’s about selling a lifestyle.

And it works.

Porter Magazine has been an extremely profitable venture for the Net-a-Porter group, thanks to a strategy that champions good content and taps into the nostalgic experience of reading a magazine.

What can we learn from them?

Understanding your customers is key!

 

ASOS Magazine

Image via LA Guestlist

Who? ASOS

Why?

Much like Porter Magazine, ASOS has challenged the traditional publishing industry with its in-house e-magazine. ASOS Magazine is published both in print and online, offering celebrity interviews, fun editorials, shoppable links and interesting articles that advertise ASOS products while still being able to exist as a standalone product.

The publication was first launched in 2006 and has since gone on to become one of the most successful fusions of content and ecommerce. ASOS Magazine has turned the e-tailer into an essential part of their customers’ lives with a distribution of almost 500,000 readers (in 2015) and a specialised Scan to Shop app that seamlessly marries the online and offline experience.

What can we learn from them?

A good content marketing initiative can be an invaluable tool for engaging and retaining customers.

 

Vogue 73 Questions

Image via Lebrasse

Who? Vogue

Why?

Admittedly, Vogue is a media company. But we think they do a pretty rad job of finding new and innovative ways to engage with their consumers in the digital age.

Under the guidance of the famous Anna Wintour, Vogue launched their 73 Questions series in 2014, and they have continued to regularly upload one-shot interviews with some of our favourite celebrities (and even Anna herself!). Filmed inside the celebrities’ homes, we learn things such as Reese Witherspoon’s rap name and Emma Stone’s favourite scented candle (Byredo’s Tree House, by the way).

This series has been a fun and stylish way to announce the magazine’s cover girl each month (see Kendall Jenner, Lupita Nyong’o and more) and garner interest in the magazine’s newest edition, while also tapping into the increasing popularity of video. There aren’t many other companies that are able to utilise the celebrity star power that Vogue can, and it’s a point of difference that sees each new interview go viral on social media.

What can we learn from them?

Don’t be afraid to tailor your content to consumer trends.

 

For more fashion-related content from the Search Factory team, check out our post on 4 brands that nail their organic social media strategies.

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