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What Makes Branded Content Succeed?
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...
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Sears Launches Its Own ‘Project Runway’
The popularity of branded content has exploded over the past few years, as companies realize the value of promoting their products and corporate ethos via Facebook, Twitter, Tumblr and more. Sears is...
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Diet Coke Now Producing Fashion-Focused Content
Diet Coke is going all in when it comes to collaborating with the fashion industry. First they paired up with Karl Lagerfeld for limited-edition bottle design, now they’re launching a fashion channel...
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Intermix Finally Takes Up Blogging
Never one to pass on a hot trend, designer boutique Intermix has decided to join the ranks of branded content creators with the launch of its own fashion and style blog. Named Beyond Best Dressed, it...
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5 Ways Gap Is Turning Around W/O Changing Its Product
It’s no secret that Gap has been having problems — the chain retailer has plans to close 200 stores by 2013, and it parted ways this spring with former head designer Patrick Robinson. And yet in a...
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Style.com Launching E-Commerce And…A Magazine?
If all the online retailers are adding editorial content, why shouldn’t online editorial get into the business of selling fashion? Though online content and online shopping have gotten so intertwined...
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Digital Branding Pro Karen Robinovitz Speaks
We’re no strangers to the fact that brands across the spectrum are speedily adding editorial content and beefing up their online presences. But while retailers and designers are plunging into the...
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Target Shoots For Editorial With A Bullseye View
Missoni’s not the only thing launching this month at Target. The mass retailer just debuted a new content site, A Bullseye View. Meant to give Target loyalists a behind-the-scenes look at the...
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