This document proposes content marketing strategies for fashion brands. It notes that today's shoppers research purchases online and want information throughout the shopping process. Content marketing allows fashion brands to truly connect with customers by making the customer the hero of content, weaving the brand purpose throughout, and linking online and offline experiences. Proven tactics include upgrading e-commerce sites for easier navigation, turning brand fans into ambassadors through user-generated content, and linking in-store and online ordering. When brands connect emotionally with consumers through content, they see growth triple that of competitors.

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Our 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.
WELCOME

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Today’s shoppers are more
informed and digitally savvy
than ever before.
81%
of shoppers conduct
online research
before buying
*
Source: GE Capital Retail Bank study, 2013

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IGNORING
THE FACT?

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They want information throughout
the shopping process.
Shoppers look for information:
While visiting
a store
While visiting
a store
After visiting
a store
*Source: Google Insights, Oct 2014
87% 79% 35%

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of consumers would
consider no longer
shopping at a retailer
that failed to deliver
them tailor-made,
relevantcontent.
54%

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This is also true for luxury shoppers:
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

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Butconsumers
arebombarded
withinformation
-over
5,000messagesaday.
*Source: Yankelovich Consumer Research

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9i% 86% .1%
of people unsubscribe from email
they previously opted in to
of enabled viewers skip
TV ads
click banner ads
*Sources: Hubspot; Content Marketing Institute; DoubleClick

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TOGETEHEAD,
FASHIONRETAIL
NEEDTO...

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Reach the right people at the right time at the right place

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CONTENT MARKETING ALLOWS
FASHION BRANDSTO TRULY
CONNECT WITH THEIR
CUSTOMERS.

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HOWDOYOUNOT
BECOME
CONTENT
MARKETING
FASHION
ROADKILL?
SO
WHAT
WORKS?
HOW
DOYOU
DO IT?

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PROVEN
SUCCESSFUL
TACTICSFOR
FASHION
BRANDSIN
CONTENT
MARKETING:
1)Make your customer
the hero
2) Weave your brand
purpose throughout
your content
3) Link the online +
offline worlds

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UPGRADE YOUR
E-COMMERCE SITE
Your first priority should be to make the
navigation easier for your customers.
According to a study by Acquity group
“71% of buyers indicated they would
purchase from the website with a more
convenient and efficient purchase
process when price is equal, despite
loyalty to their current supplier“

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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.
3x

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Turn your brand
fans into brand
ambassadors
with user-generated
content

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72% of consumers would
recommend a brand that
supports a good cause, over
one that does not.
*Edelman global research study, 2012

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LINK THE
ONLINE +
OFFLINE
Retail customers
live in both
online and offline
environments

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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%)”
Result

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Thank you for reading!
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TredoMedia
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Phone : 0812 9676 7630 / 021 99682128
email : info@tredo.co.id www.tredo.co.id