Content marketing involves the creation and the correct distribution of content which informs, entertains and indirectly promotes the product. However, which content is suitable for fashion brands?
First of all we have to focus on buyer personas. Who are they and, above all, what are they looking for? There's no doubt that consumers are looking for a personal experience when they come into contact with their favourite brand. They want immediate answers and expect to be inspired, entertained and informed.
See below some ideas on content marketing exclusively for fashion brands!
Tell your brand story
The first thing you need to do is to tell your story. Go back to your first steps in the industry and outline your values, beliefs and your company's goals. If you're involved in the fashion business, you can enrich the narrative by mentioning sources of inspiration, how many years you have devoted to this specific business, if you are continuing a vision of your parents or if you want to breathe new life into the old creations of the brand founder. Every story is original and inspires.
Adopt your own personal style
In the fashion industry, everything relates to the image. Your brand must have a specific identity, not only in the designs but in the promotion. Use special designs in your photos (filters, lighting) and decide on the brand voice - how you are going to interact with your audience. Your style can be serious, approachable, formal, casual or chatty. Be careful - make sure you maintain the same attitude on your site as well as in the social media channels. Create your own aesthetic, stay true to it and stand out from the crowd!
Give styling tips and advice.
How do I tie my tie? Do my shoes match my outfit? How can I create a mix and match look? Create an on-site blog and answer questions which most consumers have when they are thinking about what to wear and whether something goes with what they have chosen. Furthermore, offer solutions and help them with useful topics such as how to pack a holiday suitcase or which is the right size for them.
Be informed and share the latest fashion trends
Other than advice on timeless and classic looks, you must share new trends in fashion. Keep up-to-date by reading the top fashion magazines such as Vogue, Elle and InStyle or choose your favourite fashion YouTuber. The next step is to relate these trends to your products. For example, if your product is leather bags you could suggest complete looks which match perfectly with your latest arrivals.
Promote your customers' photos
Don't be afraid to upload photos of your customers wearing clothes, shoes and accessories from your brand. We all want to know what clothes look like on real people like you and me. In addition, you're building a personal relationship with your community and you're continually updating your content effortlessly. This is a tactic that many brands use.
Create your own hashtag and encourage the users to upload photos with your brand's clothes which, apart from Instagram, will be promoted on the site and will increase visitors and traffic.
Stay tuned to catch Part 2 …………….
