Third Wave Fashion // JANUARY 2014 // THE CONTENT + COMMERCE ISSUE | Page 19

SPECIAL FEATURE
// CONTENT & COMMERCE

“The hyper connected, collaborative
consumers are not consumers of traditional
media. They’re no longer reading traditional
women’s magazines like Cosmo or watching
live television. Millennials don’t want hyped
fantasy. The want what’s real and they want
facts to back it up; they also want practical,
actionable advice [that's] easily consumable.”

“The con
se
to be that nsus seems
there’s
significa
nt
having a value in
distinct v
oi
that read
ers latch ce
on
somethin
g that can to–
really be
establish only
ed
through c
ontent.”
- Fashionista

-Macala Wright

“Content and commerce have always had a
symbiotic relationship that many traditional
content providers tried to separate. The wall
between editorial and business, otherwise
known as the separation of church and state, is
and always has contained back doors and
windows in which compromises are made.”
- Techcrunch

“There is a lot of noise in the market and in the
digital sphere. If you can cultivate an
authoritative voice that your reader trusts,
editorial content can be a compelling tool in
a dding a higher level of service to your
customer. By understanding the story behind a
piece and being able to contextualize its
importance with the scope of the season,
along with imparting editorial cues on how to
wear it, or, insights into how other influencers
are wearing or styling their looks, you’re
creating a rich, highly-serviced experience for
your customer. It’s a value proposition that’s
hard to compete with on any traditional retail
front or print media front.”
dson
- Kate Davi
e
Hudson of th

a
in Fashionist
Editorialist

Further
Reading
- Refinery29 Ditches
- This Whole “Content and
Commerce, Raising $20M To Commerce” Trend Isn’t
Double Down on Content
Dead Yet, According to
// PANDO DAILY
StyleCaster
// PANDO DAILY

- Content and Commerce
Only Flows One Way
// PANDO DAILY

- How Innovative Retailers
Are Turning Instagram into
an E-Commerce Platform

- Bringing Content and
Commerce Together

// FASHIONISTA

// CMS WIRE

- The Exciting Uncertainty At
The Intersection of Content
And Commerce

- Why Fashion Content Sites
Are Raising A Lot of Money
Right Now

// TECHCRUNCH

// FASHIONISTA
// 17