Today French Connection launched “YouTique” to its YouTube channel featuring a series of stylist videos giving users expert advice on such topics as, How to Look Cool on Casual Friday, and How to Sparkle at a Wedding. Stylist Louise Roe curates and talks through items and accessories from the retailer’s latest collection. Despite the gimmicky name, “YouTique” is a great example of a burgeoning shift in how brands need to behave to provide value to consumers.
With the evolution of e-commerce into a sophisticated shopping experience, retail marketers are using content as a tool to provide a deeper level of service and in turn engagement. No longer is it about “What is J. Crew offering?” but “What does J. Crew Creative Director Jenna Lyons think I should be wearing, and how?”. It’s a win win situation as consumers get value out of expert advice and marketers get a high level of engagement intrinsically linked to point of purchase. On the opposite side of the coin, traditionally editorial based media outlets like Vogue have been getting in the game offering Shop the Look one click away from purchase. As these worlds convergence and content becomes a more prevalent tool, marketers will need to take a hard look at the core identity of their brand and determine what expertise or access they are in a unique position to provide. In a world that moves as fast as fashion does, the stylist angle will quickly become old news. Can’t wait to see what is next!
