# Editorialized E-Commerce Fashion brands blur the line between e-commerce and content. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published May 25, 2016 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/editorialized-ecommerce ## Key Figures - Trend score: 4.8/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Aug 26, 2015 to Sep 14, 2017 - Published: May 25, 2016 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Curation](https://www.trendhunter.com/megatrend/curation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 30% men, 70% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Editorialized E-Commerce trend ### 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. ### 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. ### 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. ## What the Editorialized E-Commerce trend means for industry ### For 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 for Editorialized E-Commerce Trend score 4.8 out of 10, from popularity 79%, activity 57%, freshness 8%. - Popularity: 79% - Activity: 57% - Freshness: 8% ## Examples of the Editorialized E-Commerce trend 5 featured examples from Aug 26, 2015 to Sep 14, 2017. - [Luxe E-Commerce Collaborations](https://www.trendhunter.com/trends/gucci-x-netaporter): The Gucci x Net-a-Porter Capsule Collection is Summer-Ready (Category: Fashion) Implication: 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… - [360-Degree E-Commerce Shops](https://www.trendhunter.com/trends/gucci-ecommerce): The New Gucci E-Commerce Site Features an Editorial Section (Category: Luxury) Implication: The fashion industry can leverage immersive visual experiences and editorial e-commerce to create unique and engaging online shopping experiences. - [Couture E-Commerce Debuts](https://www.trendhunter.com/trends/givenchy-ecommerce): The Givenchy E-Commerce Platform Will Include Fashion Week Livestreams (Category: Marketing) Implication: Fashion retailers can explore real-time fashion week access to engage consumers and enhance their online shopping experiences. - [Rebranded Fashion E-Commerce Sites](https://www.trendhunter.com/trends/ecommerce-sites): The Tanya Taylor Site Lets Customers Shop Looks from the Runway (Category: Fashion) Implication: Fashion brands can offer customers an interactive and personalized online shopping experience, inspired by runway fashion. - [360-Degree Video Lookbooks](https://www.trendhunter.com/trends/been-trill-x-coke): The Been Trill x Coke Lookbook Was Shot on the NYC Subway (Category: Fashion) Implication: Fashion brands can incorporate immersive 360-degree video lookbooks to enhance the online shopping experience. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - 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