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How much content do you need to sell clothes online?

Blogs, videos, e-books, glossies and configurators, online fashion retailers are trying them all.

Tasked with selling a lifestyle, as well as product, online fashion stores are competing to create compelling content which sells items, gets customers telling their friends and of course, coming back for more.

Last week I went to Paris to visit, a private sales website, and saw a brilliant execution of using content to sell product.

For each of their private sales Vente Privee creates a video to showcase the range using photography and music, all of which is produced in house. A link to the video is sent to customers via email to entice them to visit, and shop, the sale.

Blogs are a good way of helping to retail fashion online too. They can bring customers to an online shopping environment when they’re consuming their share of lifestyle content online – is the latest high profile retailer to launch a blog.

Very has a regular e-book/digital magazine, ASOS has a print glossy and Ted Baker has used the Schway outfit configurator on Facebook.

But what do you think? What kind of content would you like to see from online fashion retailers?

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Readers' comments (1)

  • Anonymous

    Both offline and online - when it comes to engaging audiences and creating a desire to consume - video is second to none.
    Many etailers already use video product shots on their websites but I wouldn't call these glamorized product shots 'content'.
    Video can and should go further and sites such as fashionair ( and celebritywardrobe ( who are already experimenting with embedded product links in more inspiring video content are good examples of how engaging video content can really be.
    There are a number of companies that specialize in video commerce and video shopfront solutions. In the case of celebritywardrobe - a company called VCOM ( goes a step further and offers dynamic videos, which sounds ideal for the fast changing world of fashion retail.
    In conclusion - engaging videos can be used to inspire, educate and put products in front of captivated eyeballs. Online video is a fast growing trend that is here to stay and with a smooth link to shopping - it is undoubtedly a winning formula.

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