L2 and Demandware’s Intelligence Report: Content & Commerce lauds a number of brands who effectively use content to promote their brands, and calls out those who are inefficient in distributing their content. Here is a roundup of the good and bad:
Tory Burch placed a “Buy All” button on the pages of its Fall 2014 lookbook. Viewers can all elements of an outfit to their shopping bag with a single click.
Ralph Lauren has shoppable style guide. Users can purchase suggested items without leaving the page.
Bobbi Brown eases site/blog navigation by linking articles to product pages on the main site.
Anthropologie presents its lookbooks as shoppable videos. Pausing them brings up a menu of product categories.
Columbia is one of 14% of brands with user-generated content on their homepage that link to the product.
H&M posts do not link back to the product page, even when they are profiling a specific product.
Clinique has not yet launched its European sites, which limits its ability to cross-post video content.
Ray-Ban has a gallery of user-generated content called Never Hide, but none of the images link to the featured product.
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