Shop the Shoot- selling fashion with content


Guest Post by Bianca Gregg In this ever-growing digital age, it is essential for fashion retailers to consider and enforce strong digital content strategies to enhance sales and presence with consumers. It is integral for all retailers to have engaging content that goes beyond the means of basic sale techniques by simply providing easy accessed product imagery as a sales attempt.

Consumers; repeat consumers for that matter demand and sought after a highly interactive service to fully engage them in the product that is being placed in front of them. Such service is specifically required throughout an online retail experience. It is essential to provide a targeted online platform to reach a broader audience as a retailer under every category; bricks and mortar boutiques, multi brand boutiques, labels, online only boutiques.

Net-A-Porter is one of the largest and most successful online retailers in the world to date. Net-A-Porter provide a bespoke experience for their customer which provides a platform to assist shoppers with their online journey by hand feeding the customers a curated ‘guest’ edit by celebrities/style icons/models/fashion editors, imagery shot to up-sell multiple products, editorial style shots, shop by trend and interactive imagery.

Net-A-Porter are one of the first retailers to create their own online magazine called ‘The Edit’, which engages a vast audience with the pulling power of icons such as the likes of Miranda Kerr. The most recent issue featuring Miranda Kerr is running in alignment with the models products being launched with Net-A-Porter this month. The platform of an online magazine allows site viewers to feel more involved with the products available via Net-A-Porter through interviews with designers, behind

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Jasu is an example of an Australian e-commerce retailer that have achieved and adapted the successful method of integrating guest edits and a curated shopping experience. This has been created with a selection of top bloggers who each have huge followings. Working with bloggers and acclaimed models with a large social media following is a very effective method for retailers to ensure interesting topics on their social media, content for social media, trending patterns, increased SEO and directly receiving benefits from the chosen blogger/model database and platform.  Providing the customer with the exclusive pre-order experience can be highly successful for both the consumer and the retailer. This experience provides the customer with the need to place their order prior to the product hitting the floor or online in high demand.

This also works in providing the customer with the feeling of being on the pulse with the upcoming trends through trunk show shopping. High-end retailer Moda Operandi successfully achieves this. This not only quickly builds databases and a following but also guarantees return customers who want more exclusive and limited edition products. This process favours the retailer to work on a pre ordering system to pre-empt the popularity of pieces, to sell out before the stock is even dispatched or perhaps even before their order is placed if this is an option with a willing designer.

Brands like Rebecca Minkoff have created a bespoke experience for their customers with personalised editorial content that is constantly updated for the website.This exposes the customer to experience the quality of service provided by the label. With such interactive imagery, this illustrates to the customer exactly how the product wears taking it another step away from simple generic flat lay.


It is highly recommended to provide imagery of product on a model, multiple angles of the product and also the flat-lay imagery to click through. This prolongs the amount of time the customer spends on the site looking through each product, more than likely providing a better chance of committing to a purchase.

-Bianca Gregg --------


Bianca Gregg is the co-founder and content production manager of OMGBEE is a creative outlet for content professionals in the fashion and lifestyle industries. OMGBEE offer content strategy and production services to brands and labels.