Category
Lifestyle
Assisted Choices
Trend cluster
Category
Editorialized
E-Commerce
Fashion brands blur the line between e-commerce and content.
4.8
Trend score
Trend
What is the Editorialized E-Commerce trend?
Editorialized E-Commerce: With consumers accustomed to curating images that serve as representations of the self in the age of social media, many fashion brands have begun blurring the line between browsing branded content and the e-commerce shopping experience. Referred to as "content-to-commerce platforms," this progression highlights the desire for experiences to be enhanced with informative, entertaining content that engages the consumers emotionally.
Trend themes
Themes within the Editorialized E-Commerce trend
Three behaviours holding the trend together01
Content-to-Commerce Platforms
Fashion brands are integrating informative content with the e-commerce shopping experience, creating platforms that blur the line between browsing branded content and online shopping.
02
360-Degree Video and E-Commerce Shops
Retail brands such as Gucci and Been Trill are creating immersive, visually stunning online experiences utilizing 360-degree video and editorial sections.
03
Luxe E-Commerce Collaborations and Couture E-Commerce Debuts
High-end brands such as Gucci and Givenchy are partnering with e-commerce giants such as Net-a-Porter and launching new e-commerce platforms, offering real-time access to fashion week happenings.
Industry implications
What the Editorialized E-Commerce trend means for industry
Where the trend changes the playbookFor
Fashion and Retail
Fashion brands and online retailers are integrating informative content with the e-commerce shopping experience through interactive, visually stunning platforms.
For
Luxury and High-End Brands
Luxury fashion brands such as Gucci and Givenchy are creating immersive, visually stunning e-commerce experiences that engage the consumer emotionally and provide real-time access to fashion week happenings.
For
E-Commerce Giants
Leading e-commerce platforms such as Net-a-Porter are partnering with high-end brands to offer consumers a collection that stays true to the luxury label's nostalgic point of view and engages the consumer emotionally through visually compelling exploration of creative directors' collections.
Workshop question
Come up with a platform that presents your brand's offering as a form of content or entertainment.
Trend signals
Trend signals for Editorialized E-Commerce
Trend score 4.8 out of 10, from popularity 79%, activity 57%, freshness 8%.
Popularity79%
Activity57%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Editorialized E-Commerce trend
5 featured examples from Aug 26, 2015 to Sep 14, 2017CategoryFashion
Luxe E-Commerce Collaborations
The Gucci x Net-a-Porter Capsule Collection is Summer-Ready
Luxury fashion retail companies can explore opportunities for strategic collaborations with e-commerce giants to expand their digital sales and concomitantly grow their customer b…
CategoryLuxury
360-Degree E-Commerce Shops
The New Gucci E-Commerce Site Features an Editorial Section
The fashion industry can leverage immersive visual experiences and editorial e-commerce to create unique and engaging online shopping experiences.
CategoryMarketing
Couture E-Commerce Debuts
The Givenchy E-Commerce Platform Will Include Fashion Week Livestreams
Fashion retailers can explore real-time fashion week access to engage consumers and enhance their online shopping experiences.
CategoryFashion
Rebranded Fashion E-Commerce Sites
The Tanya Taylor Site Lets Customers Shop Looks from the Runway
Fashion brands can offer customers an interactive and personalized online shopping experience, inspired by runway fashion.
CategoryFashion
360-Degree Video Lookbooks
The Been Trill x Coke Lookbook Was Shot on the NYC Subway
Fashion brands can incorporate immersive 360-degree video lookbooks to enhance the online shopping experience.
