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Trends + Trendsetters:
The Best in Fashion Content Marketing
Welcome!
NewsCred’s Strategy Team helps brands build and hone their content
strategies, taking into consideration marketin...
Today’sshoppersaremoreinformedanddigitallysavvythaneverbefore.
81% of shoppers conduct
online research before buying
*Source: GE Capital Retail Bank study, 2013
Ignoring this fact?
They want information throughout the
shopping process.
Shoppers look for information:
Before visiting
a store
87% 79% 35%
...
54% of consumers would consider no longer
shopping at a retailer that failed to deliver
them tailor-made, relevant content...
This is also true for luxury shoppers:
*Source: Google Insights, Sept 2013
94% of all luxury buyers research either
online...
$264.30
$305.70
$349.10
$394.40
$442.60
$493.90
2013 2014 2015 2016 2017 2018
5.8 % 6.5 % 7.1 % 7.7 % 8.3 % 8.9 %
16.5 % 1...
But consumers are bombarded with information
- over 5,000 messages a day.
*Source: Yankelovich Consumer Research
91% of people unsubscribe from email
they previously opted in to
.1% click banner ads
86% of enabled viewers skip TV ads
*...
People tune
out the noise.
To get ahead, fashion retailers need to…
Reach the right people At the right time At the right place
Content marketing allows fashion brands
to truly connect with their customers.
Source: Jim Stengel, Proctor & Gamble, 2008
3x
It can lead to big business results…
Brands who focus on connecting with th...
So what works?
How do you do it?
How do you not become
content marketing fashion roadkill?
Proven successful tactics for fashion brands in
content marketing:
1)  Make your customer the hero
2)  Weave your brand pu...
1. Make your customer the hero.
Turn your brand fans into brand ambassadors
with user-generated content
Why UGC?
•  Showing "real people" wearing your product proves your brand’s popularity and inspires
confidence in your shopp...
CaseStudy:RenttheRunway
Our Runway
200%
Conversion
rate
•  Microsite dedicated to UGC
•  Provides users with
confidence when renting
dresses
2. Weave your brand purpose
throughout your content
72% of consumers would recommend a brand that
supports a good cause, over one that does not.
*Edelman global research stud...
AdAge reports that millennials will
seek out and buy brands that
support a cause that aligns with
their values.
CaseStudy:NastyGal
Nasty Gal Brand Purpose =
Female empowerment and discovery
Content
Marketing
BRAND
PURPOSE
WHAT
CUSTOMERS
WANT
Nasty Gal blog
Nasty Gal
Brand Purpose
Female
empowerment and
discover...
“I want to make girls smarter and to
create a community that can have
conversations.
My customers are curious about the
wo...
The Blog
•  Includes the Nasty Gal hashtag, #GIRLBOSS
wherever possible
•  Features profiles of women working in the
fashio...
Engaged community
on social media
•  1.4m NastyGal Instagram followers
•  1.2m Facebook followers
•  2.1m views on their Y...
3)Link the online + offline worlds
3. Link the online + offline
Retail customers live in both online and offline environments
Case Study: Burberry
•  1.6m monthly views to their YouTube channel
•  3.53M followers on Twitter
•  2.5M followers on Instagram
•  18M likes o...
“We are focused on blurring the lines of the
physical and digital worlds-and using mobile
to unite them, so we can engage ...
From Catwalk to Content
•  Live-stream runway shows
•  #Tweetwalk: Share the newest looks on social
before they hit the ca...
Results…
•  During the #Tweetwalk:
•  50,000 views of images within 30 minutes
•  #Tweetwalk trending worldwide
•  Retail ...
Summary:
1.  Make your customer the hero
2.  Weave your brand purpose
throughout your content
3.  Link the online + offline ...
Thank you for reading!
Questions?
Strategy@NewsCred.com
Trends + Trendsetters: The Best in Fashion Content Marketing
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Trends + Trendsetters: The Best in Fashion Content Marketing

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Our Industry Landscape guides aim to educate marketers on trends, opportunities, and content strategies that best-in-class brands are utilizing to engage their audiences. In this guide, we’ll take a look at content marketing in the fashion industry.

Interested in learning more? We'd love to hear from you! Feel free to reach out at strategy@newscred.com.

Published in: Retail, Marketing
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Trends + Trendsetters: The Best in Fashion Content Marketing

  1. Trends + Trendsetters: The Best in Fashion Content Marketing
  2. Welcome! NewsCred’s Strategy Team helps brands build and hone their content strategies, taking into consideration marketing goals, brand positioning, and the competitive landscape. Our Industry Landscape guides aim to educate marketers on trends, opportunities, and content strategies that best-in-class brands are utilizing to engage their audiences. In this guide, we’ll take a look at content marketing in the fashion industry. Interested in learning more? We’d love to hear from you! Feel free to reach out at caitlin.domke@newscred.com. - Caitlin Domke, Brand Strategist, NewsCred
  3. Today’sshoppersaremoreinformedanddigitallysavvythaneverbefore.
  4. 81% of shoppers conduct online research before buying *Source: GE Capital Retail Bank study, 2013
  5. Ignoring this fact?
  6. They want information throughout the shopping process. Shoppers look for information: Before visiting a store 87% 79% 35% While visiting a store After visiting a store *Source: Google Insights, Oct 2014
  7. 54% of consumers would consider no longer shopping at a retailer that failed to deliver them tailor-made, relevant content. *Source: CMO Council, 2014
  8. This is also true for luxury shoppers: *Source: Google Insights, Sept 2013 94% of all luxury buyers research either online or offline before making a luxury purchase decision 78% of all luxury buyers reported using at least 1 online resource before making a luxury purchase decision
  9. $264.30 $305.70 $349.10 $394.40 $442.60 $493.90 2013 2014 2015 2016 2017 2018 5.8 % 6.5 % 7.1 % 7.7 % 8.3 % 8.9 % 16.5 % 15.7 % 14.2 % 13 % 12.2 % 11.6 % And e-commerce is more popular than ever before: *Source: eMarketer, Sept 2014 Retail ecommerce sales % change % of total retail sales
  10. But consumers are bombarded with information - over 5,000 messages a day. *Source: Yankelovich Consumer Research
  11. 91% of people unsubscribe from email they previously opted in to .1% click banner ads 86% of enabled viewers skip TV ads *Sources: Hubspot; Content Marketing Institute; DoubleClick
  12. People tune out the noise.
  13. To get ahead, fashion retailers need to… Reach the right people At the right time At the right place
  14. Content marketing allows fashion brands to truly connect with their customers.
  15. Source: Jim Stengel, Proctor & Gamble, 2008 3x It can lead to big business results… Brands who focus on connecting with their consumers on an emotional level have a growth rate triple that of their competitors.
  16. So what works? How do you do it?
  17. How do you not become content marketing fashion roadkill?
  18. Proven successful tactics for fashion brands in content marketing: 1)  Make your customer the hero 2)  Weave your brand purpose throughout your content 3)  Link the online + offline worlds
  19. 1. Make your customer the hero.
  20. Turn your brand fans into brand ambassadors with user-generated content
  21. Why UGC? •  Showing "real people" wearing your product proves your brand’s popularity and inspires confidence in your shoppers •  63% of U.S. consumers trust customer photos more than brand or retailer photos •  32% of U.S. consumers would be more likely to buy a clothing item if it was “modeled” by a fellow customer
  22. CaseStudy:RenttheRunway
  23. Our Runway 200% Conversion rate •  Microsite dedicated to UGC •  Provides users with confidence when renting dresses
  24. 2. Weave your brand purpose throughout your content
  25. 72% of consumers would recommend a brand that supports a good cause, over one that does not. *Edelman global research study, 2012
  26. AdAge reports that millennials will seek out and buy brands that support a cause that aligns with their values.
  27. CaseStudy:NastyGal
  28. Nasty Gal Brand Purpose = Female empowerment and discovery
  29. Content Marketing BRAND PURPOSE WHAT CUSTOMERS WANT Nasty Gal blog Nasty Gal Brand Purpose Female empowerment and discovery Target Audience: Millennial women Audience Analysis: •  20something •  Urban •  Educated •  Not a wallflower •  Bold •  Edgy
  30. “I want to make girls smarter and to create a community that can have conversations. My customers are curious about the world; they know that Nasty Gal is about making your life more than the sum of its parts. It’s not enough that girls are supposed to only be into fashion and that’s it.” - Sophia Amaruso, Founder and Owner, Nasty Gal “
  31. The Blog •  Includes the Nasty Gal hashtag, #GIRLBOSS wherever possible •  Features profiles of women working in the fashion world under its beauty and style “Role Model” sections •  Interviews and photo shoots with powerful women •  Globetrotting women who blog about their experiences traveling around the world •  Other content pillars beyond fashion + beauty – such as art, music, food, and film -- for the well-rounded reader who isn’t just interested in fashion
  32. Engaged community on social media •  1.4m NastyGal Instagram followers •  1.2m Facebook followers •  2.1m views on their YouTube channel
  33. 3)Link the online + offline worlds 3. Link the online + offline
  34. Retail customers live in both online and offline environments
  35. Case Study: Burberry
  36. •  1.6m monthly views to their YouTube channel •  3.53M followers on Twitter •  2.5M followers on Instagram •  18M likes on Facebook An established leader in digital marketing
  37. “We are focused on blurring the lines of the physical and digital worlds-and using mobile to unite them, so we can engage our consumers however they shop: in-store, online, on social. - SARAH MANLEY - Chief Marketing Officer Burberry ”
  38. From Catwalk to Content •  Live-stream runway shows •  #Tweetwalk: Share the newest looks on social before they hit the catwalk + stream the images to 25 global stores. •  Runway Made to Order •  Customer 1-2-1 tool in nearly 400 stores •  “In-Tweet” purchasing during fashion shows
  39. Results… •  During the #Tweetwalk: •  50,000 views of images within 30 minutes •  #Tweetwalk trending worldwide •  Retail revenue rose by 15% in the first half of 2014, but channels that linked the store and online grew faster: •  “Customers increasingly moved between offline and online throughout their purchase journey, reflected in the contribution to digital sales of orders via iPads in store (over 25%) and ‘order online, collect in store’ (over 20%)” •  Burberry said retail revenue accounted for 68% of its revenue, from 216 mainline stores, 224 department store concessions, digital commerce and 55 outlets. Digital, it said, outperformed in all regions.
  40. Summary: 1.  Make your customer the hero 2.  Weave your brand purpose throughout your content 3.  Link the online + offline worlds
  41. Thank you for reading! Questions? Strategy@NewsCred.com

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