Last day, I had a colleague that was asking herself how could she earn money by including a web-shop section in her blog. She would say, How I’m going to compete against all the fashion bran’s websites or against luxury retailers like Nordstrom, MyTheresa or Net-a-Porter? The reality is that many brands, fashion startup’s and digital marketers have the same problem.
There are so many new products everyday, that people don’t care how they look, smell or taste like – They just want that branded item and they want it because of the story behind it. Digital is becoming the perfect media to create the storytelling of a luxury or fashion brand, and with some examples, I’m going to show you how to work this amazing strategy that will help you sell more online 🙂
HOW ARE FASHION BRANDS DOING IT
Ralph Lauren has a strong heritage in women’s wear. The first thing that consumers think about this fashion brand isn’t << men apparel >>, and so the brand needs an aggressively masculine approach to engage with this sector – They want to sell more men’s products, but first they need to engage with them. What have they done?
Inspired in the designer’s known passion for luxury vehicles like Bugatti, McLaren and Mercedes-Benz, the brand has launched a new collection of apparel and accessorizes called “Speed and Style”. Actually, that is a very masculine issue – some can be consumers of those brands, and other’s just aspirational consumers, but all men like speed and cars.
Ralph Lauren has been able of creating an amazing storytelling by connecting the brand’s necessity of engaging more with men, with an emotional element, and this will make the consumers more willing to spend on the products from the Speed and Style collection. On top of that, the communication has been very active digitally by using social media, the designer’s personal quotes, and even by using pictures of him and of his car’s collection… Brilliant!
For more examples of brand’s storytelling, click on the following links:
- Giorgio Armani celebrates its 40th anniversary with a very personal digital action, under the hashtag #Atribute.
- Salvatore Ferragamo pays homage to their founder with remarkable modern men biographies.
HOW ARE LUXURY ONLINE RETAILERS DOING IT
You might think that e-tailers (online retailers) have guaranteed traffic to their sites just because they have the power of variety, stock and price strategy. However, the players in this markets are increasing and they not only have to compete not just with the rest of e-tailers, but also with physical shops, shoppable social media etc.
A very good example of a retailer that uses storytelling to sell products is Farfetch with its latest editorial called “The Weekenders”, that focuses on holiday/vacation style inspired by style icons in different summer destinations. In one word, they add value, a story, to their branded clothes. By clicking on the link, you can buy some of the items that Farfetch suggests depending on your favorite holiday destination!
Before ending this post, I wanted to talk about one of the best storytelling that I’ve found lately on the Internet – It’s not a brand or e-tailer’s initiative, but the new Gwyneth Paltrow’s weekly lifestyle publication, Goop.
People defines this celebrity as an actress-turned lifestyle guru, and it’s true that for many years she has been inspiring women with recipes, exercises, and tips for having a healthy mind and body. Now, everything she would say in interviews and magazines is gathered in a weekly updated website, that users can check whenever they want.
Of course, they are not going to miss the opportunity to make some profit from the massive traffic that Gwyneth Paltrow’s fans generate (1 million unique visitors per month), and so they have included an e-commerce business model for which Paltrow enlists her favorite brands to create exclusive, limited-edition items for the site.
In my opinion, this lifestyle website has the capacity of reaching some of the best retailers in terms of sales, because as Linda Gersh, Goop’s chief executive, says “Storytelling inspires so much what we buy, it’s about inspiring and buying all in the same movement”, they defined themselves as “Contextual commerce, or the art of selling by creating meaning in a product through the content that surrounds it“.
I hope that these examples have inspired you, in order to come with many ideas for your own web-shops. If you have questions, or want to share another storytelling-to-sell example, don’t hesitate to leave a comment!
Have a nice week