Fashion Womens: Millennials Don’t Need Hyped Fantasy
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What will come of these sites now that they have millions of dollars to burn?
By understanding the story behind a piece and being able to contextualize its importance with the scope of the season, gether with imparting editorial cues on how to wear it, or, insights into how other influencers are wearing or styling their looks, you’re creating a rich, ‘highlyserviced’ experience for your customer.
Editorial content can be a compelling ol in adding a higher amount of service to your customer, Editorialist’s Kate Davidson Hudson ld us, most of us know that there is plenty of noise in the market and in the digital sphere. On p of that, it’s a value proposition that’s difficult to compete with on any traditional retail front or print media front.
https://www.youtube.com/watch?v=NMFlZdV_oTA
A well-known fact that is. Consensus is being that there’s significant value in having a distinct voice that readers latch onto something that can only really be established through content. Millennials have become the most powerful, brand savvy consumer group globally. They’re no longer reading traditional women’s magazines like Cosmo or watching live television. They also need practical, actionable advice easily consumable, The need what’s real and they look for facts to back it up.
It’s likely that connection to Millennials that is attracting investors.
Millennials don’t look for hyped fantasy.
Sites like Refinery and Into the Gloss have successfully tapped into the way they seek for to consume media. Investors are interested in these kinds of media types properties for the direct and indirect revenue streams they hold with Millennial consumers, explained Macala Wright, writer/strategist and founder of Why This Way. And therefore the hyper connected, collaborative consumers are not consumers of traditional media, Wright continued. We see Editorialist as a more efficient model in consuming our fashion media and in how women shop, explained Davidson Hudson. For us, it’s the forward evolution of fashion media and commerce. Digestibility was something the Editorialist founders hoped should appeal to investors when they started the site. For example, while managing partner of Stripes Group, who led Refinery’s $ 20 million funding round and will join its board, reiterated the site’s connection to Millennials, saying, Refinery29 is built for this generation, dan Marriott. We’ve cultivated a very strong and loyal domestic readership, said Davidson Hudson. Investors are looking for a strong, dedicated founding team that is capable of attracting and growing an audience and making money, explained Eli Bozeman, cofounder of digital strategy agency Occom Group, since of this new way of starting and doing business.
Example is Editorialist, whose two founders were quickly able cultivate a loyal readership and present the proof need to sway investors.
We’re also realizing very strong sellthrough’s and an extremely high user engagement in the way of time spent consuming the content on our site, that is proof that our model is working.
Investors interested in fashion startups are particularly drawn to the large, targeted audiences and interactive communities that the majority of these sites was able to build, sometimes with sometimes just one or two founders. Whenever meaning they have plenty of freedom to start small and listen to their audience, tailoring content to what the audience wants, content is created and readers are engaged at little cost to entrepreneurs. Another advantage likely attractive to investors is the sites’ relatively low overhead. Refinery29 is also likely a model to investors. Notice that it was inevitable that investors must be on the hunt to get in on the next Refinery, not that sites like Editorialist and Into the Gloss set out to become it.
