These days, it’s not enough for fashion brands to only sell products. Consumers want more, they want to be enticed, they want CONTENT relevant to them.
The internet expels so much information, which means that consumers are constantly overloaded with this information, so what does this mean? It means that consumers are being more selective about the content they bestow their attention to, which ultimately places pressure on fashion brands to maintain consumer appeal.
One brand that is successfully catering to this demand is Opening Ceremony. The label has created a ‘Discovery’ page on their website that frequently provides content ranging from fashion reviews, the latest collections, music related articles, celebrity interviews to culture pieces.
The brand has created an inclusive and relatable community for their consumers, weaving together fashion and lifestyle elements that appeal to their target market. This tool not only enables Opening Ceremony to advertise their products, but to build a platform that enables them to further elevate and enhance their creations.
In a bid to maintain consumer attention and intrigue, Opening Ceremony and many other brands alike are applying editorial opinions to generate a sense of relevancy and personification for their market.