Fashion brands blur the line between e-commerce and content
Implications - 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.
Workshop Question - Come up with a platform that presents your brand's offering as a form of content or entertainment.
Trend Themes
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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.
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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.
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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
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Fashion and Retail — Fashion brands and online retailers are integrating informative content with the e-commerce shopping experience through interactive, visually stunning platforms.
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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.
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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.
5 Featured, 43 Examples:
155,560 Total Clicks
Date Range:
Aug 15 — Sep 17
Trending:
Warm
Consumer Insight Topics:
