Fashion Content Marketing in 2024: Best Practices

As the fashion industry evolves in 2024, content marketing remains a powerful tool for brands looking to connect with audiences, drive engagement, and boost sales. With social media trends shifting rapidly and consumer preferences becoming more personalized, fashion marketers must stay ahead by adopting innovative strategies. In this blog, we’ll explore the best practices for fashion content marketing in 2024, covering everything from storytelling and influencer collaborations to sustainability messaging and immersive digital experiences. 

The state of fashion content marketing

Here’s what’s new in fashion content marketing:

Upgraded physical catalogs

Physical catalogs are still in use, but now fashion brands and retailers are now incorporating QR codes that allow shoppers to scan to purchase items and get more information about products. The catalogs themselves are being elevated — in some cases resembling coffee table books.

Augmented Reality (AR) and Virtual Reality (VR)

AR and VR technologies are increasingly being used in fashion content marketing. Brands are creating immersive experiences where customers can virtually try on clothes, accessories, or makeup. This enhances the shopping experience and provides valuable content for customers. For example, Gucci released a feature within its app that allows consumers to try on shoes and other clothing items virtually. 

Influencer collaborations

Fashion influencer collaborations have become more strategic and creative. Brands are partnering with influencers for exclusive collections, live streams, and interactive content, providing customers a more engaging shopping experience. In a recent example, “The Bachelor” star Daisy Kent collaborated with the fashion brand VICI to showcase her favorite summer styles for her 962K followers on Instagram.

Podcasts

Fashion brands have also tapped into the popularity of podcasts, creating their own series to discuss trends, share styling tips, and interview industry insiders. This form of content marketing allows brands to connect with their audience more personally. Even major brands like Chanel have created podcasts. 

Artificial intelligence (AI)

AI is being used to personalize content marketing and make content production more efficient. Brands use AI to analyze customer behavior and preferences, allowing them to create tailored content that resonates with their audience. Shoppers can use AI to their advantage and rely on virtual styling tools to help them decide what pieces to buy. 

Sustainability-focused content

With sustainability becoming a significant concern for consumers, brands are creating content highlighting their commitment to ethical and sustainable practices. This includes behind-the-scenes looks at their production processes, interviews with artisans, and information about the materials used. As a major fashion brand that preaches sustainability, Reformation often gives insights into how it remains a 100% carbon-, water-, and waste-neutral company. Its social platforms highlight its sustainable culture and encourage customers to consider “green” fashion.

Brand apps

Some brands are connecting with shoppers with apps that offer recommendations and/or assist with customer loyalty. According to eMarketer, Levi’s launched BackPocket, a mobile app for its in-store stylists that offers personalized recommendations that can sync with a customer’s loyalty account.

Live streaming

More brands are launching live streaming sessions to engage shoppers. Zara launched “Zara Streaming” shows in markets like the U.S. and Canada and teamed up with Cindy Crawford and her daughter, Kaia Gerber, to share the pair’s favorite items from the brand. Amazon also regularly invites popular influencers and celebrities curate their must-have products and share them on Amazon Live.

Creating a successful fashion content marketing strategy in 2024

To create a successful fashion content marketing strategy in 2024, brands must provide value, blend creativity with data-driven insights, embrace sustainability, and understand their audiences, and craft authentic, engaging content.

Balancing promotion with value

While your content should promote your brand, it should also provide value to your audience. This could be in the form of styling tips, inspiration, or sustainability information.

Understanding your audience

Know who your audience is and what they want. Analyze customer behavior and preferences to create content that resonates with them.

Leveraging user-generated content

User-generated content is a powerful tool in content marketing. Encourage your customers to share their experiences with your brand on social media and feature their content in your marketing materials.

Embracing sustainability

Showcase your brand’s commitment to sustainability in your content. This could be through behind-the-scenes content, sustainability reports, or artisan interviews.

Marketing to Gen Z  

As Gen Z emerges as a key target audience for brands, the fashion industry is adapting to capture their attention on social media. Fashion brands need to stay current by tapping into trending hashtags, popular phrases, and viral social movements that resonate with younger audiences. By embracing these modern trends and aligning with Gen Z’s values, brands can create authentic, engaging content that speaks directly to this influential generation.

UGC

Fashion brands can encourage customers and social media users to share their own content showcasing the brand’s products and styles. By allowing these individuals to express their personal take on styling specific pieces, brands can tap into authentic user-generated content (UGC) that resonates with a wider audience and builds organic connections with potential customers.

In 2024, fashion content marketing is more interactive, personalized, and sustainability-focused. Reach out to us to revamp your fashion marketing strategy.