Innovating for Fashion

Giselle for UnderArmour

It’s no secret that fashion companies are leading the way in content marketing. these retailers are honing in on their mobile-addicted audiences and serving them content that reflects the ethos and style of their brands. What they are doing is more than selling clothing–like any great fashion brand, they are selling a lifestyle. In the offline retail world, it’s tough to attract and stay engaged with customers, earning their loyalty, writes blogger Neville Samuels. Online, however, an effective content marketing and complementary social media strategy is limited only by one’s imagination.  Fashionistas are increasingly taking their shopping on the go. According to business insider, during the height of the holiday shopping season in 2013, e-commerce shopping grew an estimated 24% to $4.6 billion, while offline shopping was down. Mobile shopping increased 63%, with a total $940 million in revenue.The digital campaign includes the launch of a new mobile experience via that serves as a community platform for women to track, analyze, and share their fitness and athletic lifestyle. Featuring tips from Vonn, Copeland, O’Hara, Stephens, and other Under Armour athletes as fans, the site encourage women to pursue their athletic goals, dotted with tasteful nudges to purchase.Why they stand out. The brand ingeniously anticipated the controversy they would court using model (and hobby kickboxer) Gisele Bundchen in the ampaign. In the video, she boxes the shit out of a punching bag while angry (and some encouraging) UA fan tweets lighting up behind her–seemingly goading her on to fight faster and harder. This keeps in line with the theme of overcoming criticism and adversity while seamlessly integrating a UGC component.

Image by: adweek



Perspectives on innovating information

Seth Godin


Web innovation has a lot to do with the kind of different marketing strategies that teams come up with in order to engage their audiences. Sometimes it has a lot to do with growth hacking, sometimes a lot of new mediums sprout from just finding new ways of catching people’s attentions. Whatever it is, a lot of creative individuals around the world have their own perspectives about how we should approach marketing, and consequently, how we should view our businesses in perspective in light of this. For instance, Seth Godin said that content marketing is probably all the marketing that’s left. Craig Davis, a former Chief Creative Officer at J. Walter Thompson mentioned that as advertisers or marketers we need to stop interrupting what people are interested in and actually be what people are interested in. Shafqat Islam, CEO and Co-Founder of NewsCred shares that behind every tweet, share and purchase, there is a person, and that we should care more about the person and less about the share. When it comes to the Global SVP of Marketing at Uniliver, Marc Mathieu’s perspective of marketing is that way before it used to be about creating myths and telling it; however, now marketing is about telling a truth and sharing it. Others will say that content is the reason search began in the first place, and that with this in mind, a buyer’s journey is nothing really more than a series of questions answered. When you create content, you have to ultimately be the best answer on the Internet. It’s definitely what is going to build relationships.


Image by: thewritepractice




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Content is King

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Online Content Marketing Back to Storytelling

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Ecommerce Innovation

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