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Drapers Digital Forum: Content needs to be relatable, relevant and genuine

Content is a fundamental part of engaging with and converting online fashion shoppers but it has to have meaning that is relevant to the brand, said an panel of retailers and digital technology providers at Drapers Digital Forum in London.

“Content is at the heart of what we do at Amazon Fashion,” said Felipe Garcia, head of clothing at “It’s both aspiration-led and advice-led, so our campaigns with [blogger] Chiara Ferragni and [model] Suki Waterhouse are about empowering customers to say, ‘Don’t look like me – look like yourself.’ The second part is advice-led and we do that through styling videos.”

Jigsaw's Kate Holt (left) and Dune's Kate Smyth at Drapers Digital Forum 2016

Jigsaw’s Kate Holt (left) and Dune’s Kate Smyth at Drapers Digital Forum 2016

Jigsaw’s Kate Holt (left) and Dune’s Kate Smyth at Drapers Digital Forum 2016

Kate Holt, group ecommerce director at Jigsaw, said that rich content that backs up product stories has two roles to play. The first is content on the site, which works as the equivalent of a conversation with a sales assistant in store in that it is insightful and useful, while the second is around the use of content within an affiliate or blogger network.

She said: “We work with interesting designers and crafts people in the origination of our product, and this is built on by content team but they must be genuine stories, not made up.

“I think the customer knows when it’s a genuine story, not just a piece of content made up for the purposes of marketing.”

Kate Smyth, director of ecommerce at Dune Group, added: “It’s important to make sure your stories are instant, relatable and accessible to the trends happening at the moment. Content is hugely important and having it external to your site is important too.”

She also said it is critical to look at the key terms that people are using. “We use words like ‘flatforms’ and you need to respond to trends people are using – to immediately create a place on your site [for those].”


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