Fashion Brands Acting Like Media Companies

Brands and Content Marketing

Fashion brands and retailers are building up editorial teams, creating editorial calendars, and treating channels as audience-building tools

• Brands like Amazon and Target are creating actual media arms dedicated to creating television, entertainment or editorial content and others, like MeUndies are taking a more philosophical approach by using media and news cycles as inspiration for product development 

• Physical stores are also being used as extensions of marketing messaging and storytelling for brands

• Why the shift toward a more content-based strategy? There are a ton of products to choose from with relatively comparable levels of convenience and one of the only ways to differentiate is through story and community