Spring has arrived, which means everyone is in need of good retail therapy for the warm weather. For the fashion brands that keep the trends moving forward, we took a close look at some of our favorite brands and stores and their content marketing. Specifically focusing on fashion brands (and slightly hipster fashion brands), here’s some of the best content marketing we saw in April.

Warby Parker

The vintage-inspired eyeglasses seller is a favorite among eyeglass wearers for their product’s affordable price and do-gooder commitment: for every pair of eyeglasses bought at Warby Parker, the company creates eyeglasses for the people in need. Combining interactive ebooks, infographics and storytelling, Warby Parker focuses its brand hierarchy efforts on being a lifestyle brand, offering services and values with a social mission in mind.   The company’s fashionable, activist energy translates to its blog, where you’ll find categories like “To See, To Read, To Buy, To Meet, To Do” with content that appeals to its customers and brands. With posts like “50 Ways To Lose Your Glasses” and “A Literary Guide to New Orleans,” the company smartly positions itself as a cool lifestyle brand.

Birchbox

The popular discovery retail company—which sends its subscribers a small beauty box of selected beauty and skin care samples—became a force to be reckoned via its content marketing efforts. Appealing to Millennials and the rest of the internet crowd, Birchbox’s blog, magazine, newsletters express the company’s expertise in how-to video tutorials to master some beauty tricks and hacks. Posts like “The Fastest Way to Save a Bad Hair Day” and “7 Things You Never Knew You Could Do With Highlighter” emphasize the brand’s strong editorial game, and its magazine content will remind any reader of the beauty magazines they buy.

TOMS Stories

With its One for One program, Tom’s is the shoe trend that won’t quit, in large part thanks to its impressive, pathos-driven content marketing and social media marketing. With its Stories, TOMS blends its user-generated social media content seamlessly with its commissioned, mission-driven blog content about the company’s efforts to hand out shoes to the needy. By showcasing personal stories, TOMS has crafted itself as not only a shoe company, but a humanistic one inspired to tell different stories.

 

Everlane

We often see and hear about stories around customer experiences—whether they are good or bad— through their own words. Everlane has leveraged the former and are taking to their Instagram account to humanize their brand by explicitly showing a side we don’t normally see—the company responses to these blatantly honest customer stories. #DearEvernote “featur[es] the funniest, most emotional, and the sometimes negative feedback that our customer experience team receives. And the response from [their] editor.” They debuted their new series by featuring a soundbite from one of their many happy customers and including their response in the photo’s caption. Added bonus: they showed off their Instagram fluency by incorporating a new feature, Emoji hashtags, which Instagram rolled out just this past week. The introduction of this series appears to have been well-received by Everlane followers (with the exception of them taking some heat for their taking Ebola lightly through their post). Apart from that, Everlane fans appear to be looking forward to seeing doses of continued transparency from Everlane.

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Image Credit: Leigh Kendell via Unsplash