Just as celebrities have embraced Twitter as an easy way to reach millions of fans, fashion companies like Kate Spade, LVMH and Amazon’s Shopbop have taken to social media outlets to create multi-dimensional online presences (and to promote their brands).
On Monday, Mashable posted about their favorite branded content, highlighting, among others, luxury brand LVMH’s Nowness, Club Monaco’s Culture Club, Anthropologie’s The Anthropologist and Alice + Olivia’s 4AM Finds.
Model Erin Wasson shot by Nan Goldin for a Scanlan & Theodore lookbook. Image via Nowness.
Some of these sites are more successful than others. Nowness, for example, really feels like a standalone entity–a blog of cool stuff from culled from the worlds of art, food, entertainment, fashion and travel. Alice + Olivia’s inspiration-board-like 4AM Finds is a cute, quirky edit of what designer Stacey Bendet and her friends are shopping for online. Culture Club has a similarly curatorial bent but strikes us as much more random (recent entries include everything from a breadless panzanella recipe to a photo of a shoreline).
A unique point of view and/or original editorial content, plus an easily-navigable website, are imperative to the success of branded content — they can easily elevate a brand from a one-dimensional entity to a multidimensional identity (not to mention suggestion of a lifestyle – here’s a whole list of places where Kate Spade or Alice + Olivia clothes could be worn). Granted, doing it effectively is easier said than done. Both Kenneth Cole and Ann Taylor Loft have tried and abandoned blogs (awearnessblog.com and liveloveloft.com, respectively). We expect to see more and more of these micro sites pop up in the near future as designers and labels realize just how valuable this exposure is.
[Disclosure: You're reading branded content! Liz Claiborne is the financial sponsor of this site, and owns Kate Spade.]