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 IWILLWHATIWANT.com 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.
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