The Outnet is giving its editorial content a spring cleaning.
The luxury online retailer today is launching a refreshed editorial section including three new series. A nod to its audience is Outnet’s use of influencers and videos.
The on-site editorial content hub, previously called Dress Me, has been renamed What to Wear. The drop-down includes seasonal boutiques for denim, activewear, wedding and essentials; trend masterclasses; product lists, and the new series, among other things, which will encompass more than just fashion, taking in travel, art, design and food.
“We know what inspires her,” Andres Sosa, executive vice president, sales, marketing and creative of The Outnet. “We know inspiration directly translates into sales. [Our customer] can relate to influencers who are real women. She’s interested in learning more about their lifestyles and what interests them. If we have a face and create some video content, there’s a reason for her to come back to the site.”
The Outnet’s research found that 74 percent of customers search for brands mentioned by influencers, 62 percent search for an item worn by an influencer and 59 percent purchase products from a brand an influencer talked about.
Cheat the Week, another series, has a question-and-answer format where participants respond to questions in a visual way. Justine Lee, fashion director of Hong Kong Tatler, kicks off the series, followed by Kelly Framel, the founder of Kizmet.World and The Glamourai, and after that, Peggy Frey, a contributor to Madame Figaro.
“Some of the influencers will be better known in certain regions,” Sosa said. “We’re not limiting ourselves to one face. With our customer it is always about accessibility — to brands, items, runway shows.”
The Dropped Pins video series will feature influencers sharing their favorite neighborhood haunts. “It’s an insider view of your own city,” Sosa said. “It could be where to buy the best latte or where to buy flowers. We’ll do one about summer in L.A. It allows us to speak about the hometown of the influencer.”
The Outnet said the new series will be visible across all of the brand’s marketing channels, including e-mail and social media. “We’re making sure we have a 360-degree approach.”