5 Fashion Brand Blogs That Are Killing the Game
There’s never been a better time to be a fashionista.
After all, those who care about clothes have no shortage of online resources at their disposal to find outfit inspiration and feed and their passion for style. That gives retail brands a built-in advantage: Their fashion blogs rely heavily on visual components, which have shown to drive as much as 94 percent more views compared to posts that only contain text. But there are still roadblocks to building an engaged audience. Today’s consumers are more sophisticated than ever, so for brands to stand out—be it on Instagram, Twitter, or an owned media property—they have to give audiences more than just some pretty pictures.
Here are five brands that are doing just that and dominating the world of fashion content with carefully curated blogs.
J.Crew is known for its classic style and beautiful photography, and the company blog highlights these strengths by showing all the hard work that goes into the final products that customers pick up in stores. The site offers behind-the-scenes looks at photo shoots and Instagram photos of the models swimming in between shots. Other posts feature different ways of styling classic jeans and explain the details that went into the design and production of each pair. There’s even an insider’s perspective of a model casting call for New York Fashion Week. Essentially, the blog makes the reader feel invested in the brand by going way beyond the basics of shopping, pulling readers in to the entire creative process.
With travel, music, and DIY sections, Anthro Blog has a lot more than just outfit ideas. The editorial team publishes about four posts per week on a number of topics, and the Pinterest-esque design means the resources are easy to explore. Considering the amount of aprons and kitchenwares the brand sells, its no surprise to see a number of recipes on the blog. And while the company stays true to its fashion roots—there are style tips with a creative twist, like “An Ode to Statement Sleeves“—what sets the Anthro Blog apart is that it is more than a fashion blog—it’s a lifestyle publication.
3. Forever 21
21st Street, the Forever 21 blog, is also set up like a Pinterest page with a strong visual focus. How the brand separates itself is by targeting a younger demographic with all the hashtags, abbreviations, and selfie tips a millennial could dream of.
The blog features background stories about budget-friendly items and mixes in interviews with designers and creators. For instance, a recent interview with sunglasses company Spitfire, a sunglasses company reveals how the brand’s designers couldn’t work without a 3D printer, which allows them to visualize new designs. There is also a focus on fashion inspiration, like street style posts, and numerous fitness posts in honor of the 2015 activewear collection. Knowing its target audience so well gives 21st Street the chance to stand out from stereotypical, often inaccessible high-brow fashion content.
4. Alice and Olivia
Feeling a little wanderlust? Alice and Olivia’s blog may be the place for you. Stacey Bendet, the designer behind Alice and Olivia, embodies the brand: glamorous, inspirational, inexplicably able to pull off round sunglasses covering 60 percent of her face. Think of it as glamour with an edge, and the blog reflects that aesthetic.
With a focus on images, the blog showcases celebrities wearing Alice and Olivia clothes. The Globetrotting series, with features on St. Barths and Tulum, Mexico, helps the brand stand apart and appeal to an adventurous audience, as do the neighborhood guides full of adorable illustrations that highlight the areas around Alice and Olivia shops, in locations like New York’s Upper East Side and Los Angeles.
5. Kate Spade
Behind the Curtain, Kate Spade’s blog, echoes the brand’s stylish values and caters to the same mix of refined taste and whimsical attitude that draws shoppers to the company’s clothing, accessories, and housewares. The real strength of this blog is a focus on art. The blog appeals to artistic customers by identifying and profiling artists, bringing their exhibitions to customers around the world via the blog. Imagine seeing the Kate Spade customer gazing at these pieces in a New York gallery on any given evening. For more great content, check out Rafael Rozendaal’s Haiku and Amber Ibarreche’s Lost and Profound.
If there’s one lesson to be learned from these blogs, it is the importance of knowing your customer. Instead of trying to reach all customers, they’ve managed to build loyal followings by defining a niche and finding a way to stand out in the saturated world of fashion content.