Fashion is about beauty, style and Innovation and Fashion companies tend to be traditional and choose to operate in a place which is flooded with content. But, fashion brands know driving a customer base is about more than just putting up pretty picturesMeaningful engagement arises from your brand’s unique lifestyle proposition, interactivity, and reach.

So, how to do content marketing in the fashion industry. There are different levels of content marketing and you don’t need to worry, an effective content strategy can help with it.

# 1. Promotional Content

Fashion trends change and they change even faster than the advancements in the digital technologies. Content marketing benefits the customer as well as the business. Promotion is the step where most companies fail at content marketing. They either think their job is done when they’ve built it (but no one comes) or they put it on their social channels and wait for the accolades (and conversions) to roll in. Heads up: unless you’re incredibly lucky, they probably won’t.

So your job is to consider promotion from the day you start a piece of content all the way through to when it finally finds its audience. You’ll also want to understand how people share content. It’s rarely true that one influential share results in a cascade of subsequent shares.

Now-a-days, most of the e-commerce sites promote clothing brands by showing them being worn by the people in the photos rather than showing those clothes. This is the first level of advertising the brands with content.

*For example: ASOS

ASOS is using UGC images in a very effective way on their website. They have a dedicated page for all their UGC images both sourced from Instagram and uploaded by customers right there on ASOS website. All these UGC images are shoppable as they are linked with the exact ASOS product or similar ASOS products to the products from UGC images. Apart from these two places, they have beautifully linked the UGC images in corresponding product pages as well.

Content Marketing


#2. Blogging

Blog marketing is the process of reaching a business’ target market through the use of a blog. Initially, business owners would have a blog separate from their websites, but eventually, they integrated the two to make it easier for them to manage, as well as easier for visitors to access.

Content Marketing

Today, many business owners use a blogging platform, such as WordPress, for both their site and blog. Further, as blogging has grown in ease and popularity, many people have created businesses from blogging.

The pros of blog marketing are: Inexpensive to start and run, easy to use, improve search engine ranking (SEO’s) and it can make money beyond your product and services. And If you want to see returns from your content efforts, you need to be prepared to invest in it properly.

*For example Forever 21

Forever 21 adopts a style that is reminiscent of Polaroid instant film. This gives the blog an appearance similar to cork board plastered with photos that you’d find in a girl’s college dorm room, which is fitting given the audience. Although Forever 21 has clothes for both genders, the site is skewed largely (from a brief analysis, I’d say about 99%) toward women.

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#3. Unique Content

Just because your content is just right for a particular audience doesn’t mean they’ll see it in the course of their day. It’s a conversation with the customer, rather than a lecture. Instead of simply sharing content on social media, true ahead-of-the-curve content producers are choosing headlines, photos and even topics with social sharing in mind.

To make your content unique, consider evoking your reader’s emotions. Marketing messages are two times more effective when they reach readers’ emotions. That could mean humorous content, heart-breaking content or controversial content.

You can also interview female role models whose life is inspiring and do podcasts with those famous celebrities. Like this, you won’t be having much competition and will result in thousands of shares. This is how you can create a unique and eye catching content for your viewer.

For Example: Vogue

The multitasking designer explains why he prizes style over fashion, why working in Paris still feels like a scene from Funny Face.

Vogue runs a series named as #Voguevoices where they talk to different designers about Fashion.

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# 4. Engage Your Viewers And Interact With Them

Fashion is about staging and image, but fans love to see what goes on behind the scenes. Companies like J. Crew and Victoria Secret add clips of photo shoots to their Instagram pages and offer insight into the hard work behind those beautiful pictures.

To get your target customer to stop and engage, don’t be afraid to offer an offbeat look at your brand’s creation. Exclusive interviews and fashion tips will drive buyers to go to your online properties, even when their fashion budget is maxed out.

For Example: Victoria Secret

An awesome way to interact with your audience and showing them how everything works backstage by talking to the stylists and models while they are getting ready just before walking on the ramp. Like this you can engage your fashion freak audience even more.

That’s it! We have now advanced through the five levels of content marketing. You’ll notice there’s a theme of unconventional approaches winning out in the competitive fashion space. How ASOS promotes itself by using UGC images in a very effective way on their website. How Forever21 promote themselves with interactive blogging. Vogue running their podcast where they interview Fashion Designers and how Victoria Secret interact and engage its audience by showing their backstage process.

Content Marketing

If you have any better ideas of content marketing in the Fashion Industry. Let me know in the comments.

Stay Tuned.