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Industry Nov 1, 2011 2 min read

Retailers = Publishers.

Half a decade ago, blogs like Style Bubble and The Sartorialist realised the art of making a pastime into something professional. In the years since, retailers have observed that e...

Half a decade ago, blogs like Style Bubble and The Sartorialist realised the art of making a pastime into something professional.

In the years since, retailers have observed that eye-balls are gold-dust for sales. Delivering daily content updates to support their product offering, retailers can inspire customers editorially and engage with them at a deeper level. It’s a real skill to blog authentically on a retail site, but giving customers a reason to return, and the inclusion of commenting and sharing functions, strengthen and spread the brand’s reach.

Jeremy Langmead, the Editor in Chief at Mr Porter and formerly of Esquire UK, understands the power of bringing editorial content to the shopping-sphere. In conversation with Bloginity, he discusses the significance of Mr Porter‘s content ‘I love the fact that with a business, not only do you have a conversation with your reader, but you can see whether you’ve connected with them very quickly. You know what they’ve read, and subsequently what they’ve bought.’

Using the same process of analysis we used to assess the Australian blogosphere last week, we investigated which e-tailers are blogging most successfully. Clear winners were ASOS, whose blog structure cleverly appeals to their broad range of customers; with music postings, street style imagery and sales-focused wardrobe inspirations. We’ve stressed the importance of social before, and we’re not going to play down the importance of a blog in the social package retailers can offer customers. It’s a critical way of driving traffic to a site. Not only this, but brands must swiftly incorporate into their business any new social developments that emerge. Topshop have been one of the first to implement a Tumblr alongside Inside Out, their main blog, as well as using Instagram to share images.

We expect to see more magazine editors making the crossover into retail to create the kind of content that will make brands stand out. To reap the rewards, brands need to dismiss any timidity and get blogging whilst the going is good!

The Top 5

1. ASOS Community

Covering every base, with street style, wardrobe ideas & music. www.community.asos.com/blogs

2. H&M Life

Celebrity and designer looks sit alongside interviews and products. www.hm.com/gb/life

3. Net-A-Porter’s Fashion Fix

Interactive content incorporates Twitter accounts and videos. www.fashionfix.net-a-porter.com

4. Urban Outfitters

The ultimate in cool art and design buzz from cities around the world. www.blog.urbanoutfitters.com

5. Topshop’s Inside Out

Inspiration and product is added to with Tumblr and Instagram accounts. www.insideout.topshop.com

6. Free People, 7. Mr Porter, 8. Farfetch, 9. Matches, 10. French Connection