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Content Sells Fashion

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CMO's in the fashion industry are facing customer journeys that are longer than ever. All along these shopping marathons, content proves to be their best company. …

CMO's in the fashion industry are facing customer journeys that are longer than ever. All along these shopping marathons, content proves to be their best company.

These 10 content marketing brands are mastering the contemporary fashion funnel.

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  • 1. Showcases Series CONTENT SELLS FASHION 10 Masters of the Fashion Funnel Curated by @FrankDelmelle, sQills’ Creative Strategist Image: http://www.fastcocreate.com/3021852/kate-spade-newyork-gives-the-banner-a-purpose-with-this-shoppable-video-ad; http://www.psfk.com/2013/11/shoppable-ad-kate-spade.html
  • 2. SEARCH SHARE SUBSCRIBE SALES SHOWROOM
  • 3. "Most sales experts mistakenly believe that growing customer access to social platforms and collaborative websites has substantially shortened the sales cycle, when in fact – the exact opposite is true. (...) The sales cycle has actually elongated.” Valerie Levin, @oktopost   http://socialmediatoday.com/envues/1951406/what-social-selling; Image: screenshot from Free People’s Roshambo film
  • 4. The fashion customer’s journey is LONGER THAN EVER Image: screenshot from Free People’s Roshambo film
  • 5. All along these long customer journeys, CONTENT is the CMO’s best company Image: screenshot from Free People’s Roshambo film 10 Content Marketing Brands that Master the Fashion Funnel >>
  • 6. SALES SHARES Clarks #CLARKSSTYLE shoppable ugc http://clarksstyle.com; http://www.feedmagnet.com/ blog/clarks-style/
  • 7. SALES SHARES Kate Spade New York: SHOPPABLE VIDEO BANNER http://www.fastcocreate.com/3021852/kate-spade-new-york-gives-thebanner-a-purpose-with-this-shoppable-video-ad; http://www.psfk.com/ 2013/11/shoppable-ad-kate-spade.html; http://www.pinterest.com/ katespadeny
  • 8. Oscar of Sweden ‘OMNIPOTENT ONEPAGER’ http://www.oscarofsweden.se SHARES SALES SEARCH
  • 9. H&M’s SHOPPABLE SUPER-BOWL ADS http://www.stylus.com/Blog/2014/January/HandMsShoppable-Super-Bowl-Ads/?id=241331 SALES
  • 10. Lily of France MONTH OF WORKING GIRLS sponsored on refinery29.com http://www.refinery29.com/corporate#/advertising/audience; www.refinery29.com/month-of-women SHARES SALES SEARCH
  • 11. Juicy Couture SHOPPABLE VIDEO http://www.fastcompany.com/3002968/new-shoppableyoutube-videos-are-walkmans-advertising; http:// youtu.be/JBEX_uXFMn8 “After dozing off by the pool in a tiny yellow bikini, Supermodel Candice Swanepoel dreams of a fabulous alternate life in which all of the uniformed maids carry pink packages and even the cats wear gems. But what’s most abnormal about the scene, from a new YouTube video created to promote fashion brand Juicy Couture, is that you can shop for the cat’s jewelry without leaving the page. (...) If you click one, the video pauses and a pop-up window gives you the option to visit that product page on the Juicy website--just clicks away from a purchase.” http://www.pinterest.com/katespadeny SALES
  • 12. ASOS THE URBAN TOUR, COMPLETE THE LOOK, FASHION UP APP, ... SHARES SALES SALES
  • 13. SUBSCRIBE DKNY SIGN-UP POP-UP
  • 14. Levi’s FLIPBOARD MAGS & ADS SHARES
  • 15. SHARES SALES SEARCH Net-à-porter THE EDIT magazine
  • 16. Convert your audience into smarter, more loyal and MORE PROFITABLE CUSTOMERS. sQills, part of Sanoma 0032 (0)15 67 83 77 info@sqills.be Get content, get Image: http://www.fastcocreate.com/3021852/katespade-new-york-gives-the-banner-a-purpose-withthis-shoppable-video-ad; http://www.psfk.com/ 2013/11/shoppable-ad-kate-spade.html