This research paper is an industry audit of the fashion ecommerce vertical, specifically of the way fashion ecommerce websites have invested in online content.
Overview
The report examines how true the mantra of ‘brands as publishers’ is in the sector through comparisons between publishing methods, and builds on James Gurd’s earlier paper for Econsultancy: Where Content and Commerce Collide. This paper acknowledges the main trends and outcomes of this report while putting a looking glass over the specific tactics and best practices deployed by leading fashion ecommerce websites.
Throughout the paper, a wide variety of publishing methods used by fashion ecommerce sites are reviewed. Brands and publishers in this space have very different objectives, which means there are major differences in publishing strategy. By the end of 2014, very few companies have realised a close convergence of publishing and ecommerce. The report identifies the consistent winners at content marketing within the fashion ecommerce industry, while noting the merits of the wider group.
