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 Vente-Privee.com, 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 – Oli.co.uk 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?