Fitted jeans, baseball caps, and fancy shoes — there are a lot of new trends that you can embrace for the new year, and they are all a unique and exciting way to help you stand out and express yourself. Rappers used to use bright colors and bold, loud patterns to call attention to their outfit.
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Popular in Fashion We still can't get over Katrina Kaif's red half sari! Parineeti Chopra is our best dressed celebrity of the week! When they have questions, they want immediate answers. More than ever, fashion brands need to establish always-on distribution channels to meet their audience where they are in every part of the buyer journey — and that is increasingly in the mobile and digital spaces. However, the brands that will succeed will be those that learn how to be more strategic with their time and resources to rise above the noise.
Here are the most impactful ways fashion brands are leveraging content marketing to build brand awareness, influence purchasing decisions, retain loyal customers, and, ultimately, add to their bottom lines. While the trend has been around for a couple of years, improved technology and new features across platforms are enabling brands to seamlessly integrate the content and shopping experiences in creative new ways.
Instagram and Facebook both offer shoppable ads. Which fashion brand will be the first to give this a try? In the meantime, many fashion brands are finding success by leveraging blog and user-generated content UGC on social media to drive audience engagement and create authentic click-and-shop experiences.
With more than 1 million Instagram followers, the fashion retailer consistently shares images of beautifully photographed products and provides a direct link for people who want to shop. A post shared by Madewell madewell on Mar 7, at 5: Madewell regularly includes customer images with hashtags like everydaymadewell and totewell so customers can get style inspiration from other Madewell shoppers. Featuring UGC photos is an all-around win: ASOS can promote its brand through valuable, authentic content and convert some users to customers , featured customers get time in the spotlight, and other fans can glean inspiration from those UGC photos.
Major labels are now experimenting with chatbots to deliver content and customer service to fans. A recent survey found that 40 percent of consumers want offers and deals from chatbots , and one in five would consider purchasing goods and services from a chatbot. It uses artificial intelligence AI to converse with customers, help them find a perfect-fitting pair of jeans, and see corresponding images of what to wear with them. Users could click to message the brand on its Facebook page; after doing so, the chatbot walked them through the collection.
In addition, customers could ask the bot questions and receive answers — the Tommy Hilfiger team pre-programmed it with more than 7, responses. One company finding success is Thread , which delivers personalized style recommendations to more than , users. Another compelling case study is Alex and Ani. That led the company to delve into data to get a better sense of user behavior, preferences, and interests. With those findings, Alex and Ani experimented with personalized emails.
Blogs are still one of the best ways for brands to power their content machines — and fashion retailers have some of the most effective content hubs out there.
Ready to revolutionize your content marketing?
Discover ’s latest clothing trends from fashion's top designers—and see how your favorite celebrities are wearing and pairing their perfectly chosen mix of trendy and classic clothes. From fashion week coverage and the best dressed stars on the red carpet, to what's chic on the streets and trends to watch out for this season, the ELLE editors give you behind-the-scenes access. Get the latest teen fashion trends, celebrity looks, and style tips from our editors as well as shop all the steals and deals!