Content, Content, and Content

The fashion industry is definitely a tough industry to break into with hundreds of new brands starting every day while fashion giants like Louis Vuitton and its parent company, LVMH, have been dominating the industry for generations. It is extremely important for any fashion brand, no matter the size, to differentiate itself from the pack. That is why content marketing, especially on YouTube, have been crucial for not just fashion brands, but other brands as well.

Most fashion brands offer a want instead of a need for the consumer so there needs to be a deeper relationship between the brand and the end user. Derek Blasberg, YouTube’s Director of Fashion and Beauty, is collaborating with brands to livestream fashion shows on the platform. Famous YouTubers are also working with brands to create that raw, unfiltered content which helps relate to the consumer as well as give them value instead of just focusing on the product. This also helps deflate the perception of exclusivity in the fashion industry.

My friends and I recently launched our own brand and this is something we have started to look at. Before, our content was too selfish. It was just posts with models posing and a cute caption to get people to buy our shirts. As of late, we have started building concepts and themes behind the shirts and designs to open up different ways we can create content. We also make sure it will teach the audience something or just put a smile on their faces.

To learn more: https://www.adweek.com/brand-marketing/youtube-first-hub-fashion-beauty-content/