A report from eMarketer found that the fashion industry has seen unprecedented growth in ecommerce activity in recent years, generating more than $34 billion in sales in 2011. The study points to innovative use of new media marketing technology as one of the main reasons for increased ecommerce activity, with visual content .
For 2012, eMarketer expects the fashion industry to reach more than $41 billion in sales on the web.
Reviews are among the top content types that have driven success for the industry. While many of these are user-generated, companies can also use content writers to create articles discussing the value of certain products. Additionally, content that discusses new trends in fashion will provide prospects with more information on some items.
Visual content is also a strong tool for businesses in the fashion industry, according to eMarketer. Prospects want to see how certain items look when included in different styles and looks.
Brafton recently reported that fashion content marketing can be especially useful for reaching male audiences, as 25 percent of men said they would like more guidance on their clothing options. Creating content that discusses different styles and which clothing suits different body types or personalities could provide a strong impetus to convert.