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2017 State of Content Marketing in Fashion & Apparel

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The comprehensive annual report on the state of content marketing in the fashion and apparel industry. Key insights into what is working for fashion marketers now and into the future. Check out the full report here: https://www.influentialcontent.com/fashion-marketing

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2017 State of Content Marketing in Fashion & Apparel

  1. 1. 2017 State of Content Marketing in Fashion & Apparel 2017 State of Content Marketing in Fashion & Apparel
  2. 2. Feelings about Content Marketing in the Fashion Industry
  3. 3. 90% of the fashion industry believes that content marketing is crucial — if not extremely crucial — to the success of their organization.
  4. 4. 60% 30% 7% 2% 0% Strongly Agree Agree Neutral Disagree Strongly Disagree "Content marketing is critical to the success of my fashion organization." Content Marketing is Critical to the Success of Fashion Organizations
  5. 5. 87% of fashion companies have a sense of commitment to content marketing in their organization
  6. 6. 38% 50% 9% 4% 0% Strongly Agree Agree Neutral Disagree Strongly Disagree "There is a general sense of commitment to content marketing in my fashion organization." Sense of Commitment to Content Marketing in the Fashion Industry
  7. 7. However, only 47% have a documented content marketing strategy. And 46% of fashion organizations are neutral or do not believe that their company’s content marketing is successful.
  8. 8. 18% 29% 30% 19% 4% Strongly Agree Agree Neutral Disagree Strongly Disagree "My organization has a documented content marketing strategy / KPIs for success." 11% 39% 32% 13% 1% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Strongly Agree Agree Neutral Disagree Strongly Disagree "My fashion organization's content marketing is successful."
  9. 9. A recurring theme in content marketing in the fashion and apparel industry is inconsistencies in expectation and realistic strategy. The fashion industry agrees that content marketing is crucial to success…
  10. 10. … so if the shoe fits, why are most brands not wearing it?
  11. 11. Looking Forward
  12. 12. 95% of the fashion industry expects more content, and higher quality content from their organization in 2017. 2/3 of fashion teams believe their organization’s content marketing is more successful now than last year.
  13. 13. 61% 33% 5% 0% 1% Strongly Agree Agree Neutral Disagree Strongly Disagree "Compared to 2016, I expect my fashion organization to produce higher quality content in 2017." 22% 46% 23% 8% 2% Strongly Agree Agree Neutral Disagree Strongly Disagree "Compared to 2015, my fashion organization is more successful now than last year."
  14. 14. “With high cost, conventional modes of advertising on the decline, more and more brands are turning to original content to target their customers.” High Snobiety
  15. 15. Higher quality content is a winning strategy that made fashion organizations more successful now than last year Let’s keep going!
  16. 16. 72% 52% 50% 36% 27% 26% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% Higher quality of content More content Better audience definition Strategy changes Better lead capture tactics Better distribution Better measurement What tactics made your fashion organizations' content marketing become more successful than last year? Tactics That Made Fashion Brands More Successful Than Last Year
  17. 17. On the other hand, budget issues were the largest cause of a fashion organization’s decline or stagnation in content marketing success in 2016.
  18. 18. 54% 46% 36% 34% 24% 24% 11% 0% 10% 20% 30% 40% 50% 60% Budget issues Not enough time Lack of good visual content Training/knowledge Management support Lack of writers Other What issues made your fashion organizations' content marketing stay the same or be less successful than last year? Issues that Made Fashion Brands Less Successful Than Last Year
  19. 19. Fortunately, 63% of fashion organizations expect their budget for content marketing to increase in 2017 (from an average of about 25% of their marketing budget).
  20. 20. 29% 34% 27% 7% 3% Strongly Agree Agree Neutral Disagree Strongly Disagree "I expect my fashion organization's budget to increase in 2017." 12% 24% 26% 21% 5% 0% 5% 10% 15% 20% 25% 30% 50-100% 25-50% 10-25% 1-10% 0% How much of the fashion industry's marketing budget is spent on content creation?
  21. 21. Digital Content Marketing
  22. 22. 87% of shoppers do research online before visiting a store. Google
  23. 23. The fashion and apparel industry is continuing on the upward trend of digital content marketing usage in 2017
  24. 24. 85% 57% 44% 44% 37% 28% 25% 23% 15% 14% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Social Media Online Lookbooks Video Blogs Newsletters Moodboards Online catalogues Print Digital magazines How-to-videos Content Aggregation What kinds of content does the fashion industry currently use? Kinds of Content Currently Used by the Fashion Industry
  25. 25. After social media, the most critical content types for 2017 are video, online lookbooks, and newsletters
  26. 26. 156 56 50 49 31 23 18 16 12 7 0 20 40 60 80 100 120 140 160 180 Social media Video Online Lookbooks Newsletters Blogs Print Online catalogues How-to videos Digital Magazines Content Aggregation *Calculated by mul.plying the percent of respondents who deemed cri.cal to success by the number of respondents who used each kind of content Fashion industry's perceived importance to success in 2017 (weighted by amount of use) Most Critical to Success in 2017
  27. 27. of the fashion companies that don’t already use online lookbooks, blogs, and video plan to start in 2017. 1/4
  28. 28. A large trend for 2017 is the seamless integration of content and eCommerce
  29. 29. online look books and video are on the rise, as well as the direct linking of social media to the fashion organization’s eCommerce site. Clickable
  30. 30. Social Media Takeover
  31. 31. The fashion industry felt that is the most critical content type for success in 2017. social media
  32. 32. is the #1 contender for relevance in 2017, followed by Facebook Instagram
  33. 33. surpassed Twitter by 7% as the next most important social media platform to pursue in 2017. This makes sense, given that video was one of the most important content types cited by the fashion industry for 2017. Youtube
  34. 34. 66% 40% 28% 21% 20% 16% 13% 0% 10% 20% 30% 40% 50% 60% 70% Instagram Facebook Youtube Twitter Linked In Google+ Pinterest % of fashion companies that cited as extremely critical to success in 2017 Most Critical to Success in 2017: Social Media
  35. 35. 8% 8% 16% 31% 17% 14% 6% 0% 5% 10% 15% 20% 25% 30% 35% 100% 90% 75% 50% 25% 10% 0% As a fashion company, how much of your blogged content is overtly promotional? Overtly Promotional Blogged Content The fashion industry is split on the use of:
  36. 36. is the #1 KPI of content marketing looking into 2017 (for an estimated 45% of the fashion industry). Brand awareness
  37. 37. 45% 27% 20% 8% Brand awareness Product sales Engagement Customer loyalty
  38. 38. Food for Thought?
  39. 39. Perhaps, “instead of contributing to the general hubbub on every platform, do targeted impactful content that inspires people.” Duncan Edwards Content Strategy Consultant/Director for ASOS
  40. 40. Getting Technical
  41. 41. The majority of the fashion industry uses customer feedback and competitive analysis as tactics to determine the right content, while only 44% use keyword research in content marketing!
  42. 42. 77% 60% 44% 34% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Customer feedback Competitive analysis Keyword research Employee feedback As a fashion company, what tactics do you use to determine the right content? Tactics to Determine the Right Content in the Fashion Industry
  43. 43. is performing better in proportion to the amount it is used. Banner ads are performing slightly worse than the amount they are used. Paid Search Engine
  44. 44. Organic Search Engine Email Newsle2er Banner Ads Paid Search Engine Print Na8ve Adver8sing 0 5 10 15 20 25 30 35 40 45 50 0 10 20 30 40 50 60 70 80 %Success % Usage Use of Content Distribution Tools vs. Relative Success
  45. 45. is the most widely monitored metric to determine content marketing success in the fashion industry. This is followed by product sales and social sharing. Website traffic
  46. 46. Logical upgrades from just monitoring website traffic, like tracking conversion rates, SEO rankings, dwell time, and purchase intent, are much less widely used in fashion marketing.
  47. 47. 76% 66% 55% 44% 42% 32% 31% 21% 11% 0% 10% 20% 30% 40% 50% 60% 70% 80% Website Traffic Product Sales Social Sharing Conversion Rates Community Growth SEO Rankings Time on Website Purchase Intent Inbound Links As a fashion company, what metrics do you use to measure the success of content marketing initiatives? Metrics Used to Measure the Success of Content Marketing Initiatives
  48. 48. Only about 38% of fashion organizations measure ROI on their content marketing.
  49. 49. A lot still up for grabs in the fashion industry…
  50. 50. The fashion industry has not had a need for carefully thought out, incredibly relevant content marketing pieces.
  51. 51. Why? Because there’s still a lot up for grabs in the made-for-digital fashion marketing world.
  52. 52. However, as more and more brands begin digitalizing, the brands that pull ahead from the masses will be the ones who have a targeted, documented content strategy. So let’s get started…
  53. 53. “There [is] no reason to be shy. The world is hungry for new things.” Carol Lim Co-Creative Director for Kenzo
  • 7gefly

    May. 16, 2017
  • MohammadSaleem67

    Mar. 24, 2017

The comprehensive annual report on the state of content marketing in the fashion and apparel industry. Key insights into what is working for fashion marketers now and into the future. Check out the full report here: https://www.influentialcontent.com/fashion-marketing

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