A report from Mintel found that men want to learn more about fashion before buying, which can help companies using content marketing.

A report from Mintel found that men are frequently turning to the web to buy clothing, but many struggle to decide on the clothes they wish to purchase. This is an increasingly common trend, especially among younger adult males, which men’s fashion retailers can use to inform content marketing.

Mintel found that 25 percent of men would like to dress better and alter their clothing purchases, but many said they need guidance. Creating content that discusses new trends in the industry or how men can dress better will help a website stand out to others in the industry.

Many male shoppers said they struggle to select clothing themselves, with 17 percent saying their last ecommerce clothing purchase was made by someone else. Moreover, 10 percent said an item they bought was selected by someone else.

Businesses can use content like advice from women on men’s clothing as part of their campaigns. Thirty-seven percent of respondents said they are interested in learning more about fashion on the web, with 29 percent reporting that they already read industry news online.

Creating news content infused with SEO can help businesses improve visibility and conversions. Brafton recently reported that companies using new media marketing channels, including SEO-driven content, often undervalue the role these media types play in conversions.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.