Whether it’s a five-second video, a morning e-mail or the five-story London town house at 5 Carlos Place that serves up private shopping, supper clubs and more — everything is part of the narrative at Matchesfashion.com.
And that story, with many different entry points, connects consumers with brands, informing, entertaining and ultimately selling.
Kate Blythe, chief content officer, said: “Storytelling is embedded in absolutely everything that we do and part of our mission is to build the most personal online luxury shopping experience in the world, a thread that runs through everything, adding strength and authenticity.”
Blythe described “content” created by the brand as centered on three Cs: culture, community and commerce. Culture speaks to the customer’s life and style, while community connects customers, influencers and designers, and commerce brings people back to shop.
All of this is intended to encapsulate the product, bringing it and the experience of buying to life.
“How do we get customers excited about a new label that no one else is stocking yet and how do we educate them on an avant-garde trend and how do we show them these labels and trends can become apart of…their lives?” Blythe asked, describing the thought process that goes into building that narrative.
“Content is the reason that people come back time and time again, it’s storytelling through the Matchesfashion lens and it takes the form of multiple platforms,” she said.
Among them are a digital weekly magazine, e-mails (which saw an average open rate of 49 percent last year), social media and 5 Carlos Place, which just opened this month.
At the town house, Matchesfashion is seeking to create personalized, intimate moments with consumers.
The 7,000-square-foot location has shopping floors, a kitchen with a chef’s table, a courtyard and a new broadcasting hub, creating content from the experiences onsite, feeding back into the commerce loop.
Shoppers at the space can scan a bar code at reception and sign in and get a tour of the space before heading to one of the suites, which feature items they have picked out and others selected with the help of data gathered from their wish lists, online baskets and purchase history.
Looks that aren’t available on-site can be ordered via the app and delivered within 90 minutes.
“We saw the future of retail was experiential, so we launched the ultimate experience,” Blythe said. “Content is a tool in whatever form it may take now or in the future and we are using it to amplify our fashion point of view. In 2018, the customer is open to hearing that fashion point of view and, as always, interpreting it in their own unique way.”