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 [email protected]. - Caitlin Domke, Brand Strategist, NewsCred
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
54% of consumers would consider no longer shopping at a retailer that failed to deliver
them tailor-made, relevant content.
*Source: CMO Council, 2014
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
$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
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
*Sources: Hubspot; Content Marketing Institute; DoubleClick
To get ahead, fashion retailers need to…
Reach the right people At the right time At the right place
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.
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
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
Our Runway
200% Conversion
rate
• Microsite dedicated to UGC
• Provides users with
confidence when renting
dresses
72% of consumers would recommend a brand that supports a good cause, over one that does not.
*Edelman global research study, 2012
AdAge reports that millennials will seek out and buy brands that
support a cause that aligns with their values.
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
“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
“
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
Engaged community on social media
• 1.4m NastyGal Instagram followers • 1.2m Facebook followers • 2.1m views on their YouTube
channel
• 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
“
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
”
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
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.
Summary:
1. Make your customer the hero
2. Weave your brand purpose
throughout your content
3. Link the online + offline worlds
Thank you for reading! Questions? [email protected]