Retailers are starting to understand it’s no longer enough to simply stock the online shelves and invite us to the shop. We’re becoming a nation of communication addicts, and some of the best fashion brands are finding fun ways to become part of their customers’ everyday lives through innovative uses of social media.
The following companies are examples of some of the smart thinking brands who understand that by publishing useful, free and gorgeous looking blogs, online magazines, Pinterest boards and videos that don’t focus solely on the products on sale, customers will not only want to buy from them – they’ll want to hang out with them.
An effortless, highly visual shopping experience greets you at H&M, via a pleasing mix of model and product shots mixed with video that plays as you scroll down the page. Collections like HM <3 Music and Effortless Summer aim to point users towards garments that suit their way of life.
The H&M Life area of the website features celebrity looks, expert tips, fashion finds, and a really cool Follow Friday feature where interesting people share links to things and people they follow online. Recent interviewees include Marie Claire columnist Nicolette Mason, model/actress Tallulah Harlech and New York DJ Chelsea Leyland. The Everyday Icon series profiles fashionable women like Chiara Totire (pictured).