CMO's in the fashion industry are facing customer journeys that are longer than ever. All along these shopping marathons, content proves to be their best company. These 10 content marketing brands are mastering the contemporary fashion funnel.

1. Showcases Series
CONTENT
SELLS
FASHION
10 Masters of the Fashion Funnel
Curated by @FrankDelmelle, sQills’ Creative Strategist
Image: http://www.fastcocreate.com/3021852/kate-spade-newyork-gives-the-banner-a-purpose-with-this-shoppable-video-ad;
http://www.psfk.com/2013/11/shoppable-ad-kate-spade.html

3. SEARCH
SHARE
SUBSCRIBE
SALES
SHOWROOM

4. "Most sales experts mistakenly believe
that growing customer access to social platforms
and collaborative websites has substantially
shortened the sales cycle, when in fact – the exact
opposite is true. (...) The sales cycle
has actually elongated.” Valerie Levin, @oktopost
http://socialmediatoday.com/envues/1951406/what-social-selling;
Image: screenshot from Free People’s Roshambo film

5. The fashion customer’s journey is LONGER THAN EVER
Image: screenshot from Free People’s Roshambo film

6. All along these long
customer journeys,
CONTENT is the CMO’s
best company
Image: screenshot from Free People’s Roshambo film
10 Content Marketing Brands that Master the Fashion Funnel >>

7. SALES
SHARES
Clarks
#CLARKSSTYLE
shoppable ugc
http://clarksstyle.com; http://www.feedmagnet.com/
blog/clarks-style/

8. SALES
SHARES
Kate Spade New York:
SHOPPABLE VIDEO BANNER
http://www.fastcocreate.com/3021852/kate-spade-new-york-gives-thebanner-a-purpose-with-this-shoppable-video-ad; http://www.psfk.com/
2013/11/shoppable-ad-kate-spade.html; http://www.pinterest.com/
katespadeny

9. Oscar of Sweden
‘OMNIPOTENT
ONEPAGER’
http://www.oscarofsweden.se
SHARES
SALES
SEARCH

10. H&M’s
SHOPPABLE
SUPER-BOWL ADS
http://www.stylus.com/Blog/2014/January/HandMsShoppable-Super-Bowl-Ads/?id=241331
SALES

11. Lily of France
MONTH OF WORKING GIRLS
sponsored on refinery29.com
http://www.refinery29.com/corporate#/advertising/audience;
www.refinery29.com/month-of-women
SHARES
SALES
SEARCH

12. Juicy Couture
SHOPPABLE VIDEO
http://www.fastcompany.com/3002968/new-shoppableyoutube-videos-are-walkmans-advertising; http://
youtu.be/JBEX_uXFMn8
“After dozing off by the pool in a tiny yellow bikini,
Supermodel Candice Swanepoel dreams of a fabulous
alternate life in which all of the uniformed maids carry
pink packages and even the cats wear gems. But what’s
most abnormal about the scene, from a new YouTube video
created to promote fashion brand Juicy Couture, is that
you can shop for the cat’s jewelry without leaving the page.
(...)
If you click one, the video pauses and a pop-up window
gives you the option to visit that product page
on the Juicy website--just clicks away from
a purchase.”
http://www.pinterest.com/katespadeny
SALES

13. ASOS
THE URBAN TOUR,
COMPLETE THE LOOK,
FASHION UP APP, ...
SHARES
SALES
SALES

14. SUBSCRIBE
DKNY
SIGN-UP POP-UP

15. Levi’s
FLIPBOARD
MAGS & ADS
SHARES

16. SHARES
SALES
SEARCH
Net-à-porter
THE EDIT
magazine

17. Convert your audience
into smarter, more loyal and
MORE PROFITABLE CUSTOMERS.
sQills, part of Sanoma
0032 (0)15 67 83 77
info@sqills.be
Get content, get
Image: http://www.fastcocreate.com/3021852/katespade-new-york-gives-the-banner-a-purpose-withthis-shoppable-video-ad; http://www.psfk.com/
2013/11/shoppable-ad-kate-spade.html