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A Content Conundrum

July 16, 2014 2:11 pm By

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Victoria, London

Photography by Jonathan Daniel Pryce

Sandro jacket, MiH white overalls (similar here), T by Alexander Wang t-shirt, Adidas sliders

Between the overalls and sliders I really feel like I’m reliving my childhood. I think my favourite brand as a child had to be Oshkosh. I lived in pink corduroy overalls and velcro Reebok trainers which I always got in trouble for making too much noise with in class. My favourite thing about wearing overalls (or dungarees as English people call it) is that you don’t really have to think about the rest of your outfit – you can literally just throw on any t-shirt or tank and you’re good to go.

People always tell me I post pictures of everything except London, so I thought I’d change it up. The past few weeks have been filled with travels from Paris to Toronto and Stockholm, but I’m finally back in the city until my next adventure. At work I’ve recently started working with Vivienne Westwood and luxury bags brand Meli Melo, both relaunching sites and producing interesting social content with bloggers.

This week I attended an Online Marketing Fashion conference hosted by Ion Fashion which looked at the changing landscape of content, bloggers and press, and how they all work together. It was really interesting to hear Holly from Diary Directory discuss the influence of bloggers over traditional print magazines. In particular how working with third party influencers (such as bloggers) has led to a higher reach for her beauty clients’ key demographic of 18-24 year olds than the combination of all women’s glossy titles in the UK. Part of this is due to the rise of video and content marketing. It’s been said that website visitors are 64% more likely to convert after watching a video. Of course this isn’t just any video – it has to be content that both inspires and answers the questions of your consumers. Creating something promotional, or content for the sake of content can reflect badly on the brand. An example of a successful lifestyle video is Sartorial 7, a style collective of 7 impeccably dressed men that work in fashion / photography. They recently did a masterclass with River Island. The focus of their videos is lifestyle content that allows men to picture themselves wearing the clothes. One of my favourite examples of this is their collaboration with Private White, which had the men dressed head to toe in the brand, just living their lives in London. It gives people a realistic, relatable picture of them brand. This as equally a massive shift in thinking for brands as it is an opportunity for more brand awareness, traffic and revenue.

I also found it interesting to have my belief confirmed that celebrity endorsement is no longer nearly as effective for beauty campaigns, let alone any fashion related campaigns. Ultimately, bloggers are much more ‘real’ and allow consumers to picture products in their lives through relatable content, much like S7 have done.

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