Activewear is one of the most prolific categories in terms of content production. L2’s 2015 Activewear study finds that 91% of brands in the category produce video and 68% produce a blog. More than half provide curated looks to help customers style and conceptualize their products.
However, most brands fail in connecting the creative to commerce. For example, just 29% of brands that link from video pages to product pages. And just 44% of brands link from blog content to products featured in the blog. User-generated content seems to be the most capitalized, with just 7% of brands featuring UGC without a connection to featured items available for purchase. When brands fail to connect their creative investment to e-commerce, investments can yield little ROI.
A few examples of how brands can successfully connect content with commerce:
Reef features a shoppable user-generated Instagram feed on its landing page. Clicks on the UGC lead to product pages.
As opposed to siloed blog content, Lucy’s features its most recent blog articles on its brand site’s landing page. Products featured in each article are available for quick purchase with the “quick shop” feature.
Timberland’s site dedicates a section to its “Markmakers”, featuring designers, chefs, entrepreneurs. The content is localized and Markmaker recommendations are visible on a map. Shoppable Instagram feeds of Timberland ambassadors are featured on Markmaker’s landing page.