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WESTFIELD FASHION
Editorial Meets Retail
Initially a small microsite, we transformed the Westfield Fashion platform blog into a standalone, aspirational content source for the trend-savvy shopper. Through a revamped editorial strategy, a site redesign, SEO, new custom content, bold new visual direction, and new integrated content initiatives, the blog became both brains and beauty—and grew in unique visits, monthly views and return visits.
Daily blog content like trend how-to’s, retailer interviews, beauty tips, and behind-the-scenes from fashion week were punctuated with social media content, UGC and cross-promotions with retailers and cross-content with influencers like Keiko Lynn.
Special content features like hi/low Lookbooks featured the platform’s first photoshoot content, made-you-look copy, and a range of shoppable products from top retailers, from Forever 21 to Louis Vuitton.
Tasked with creating a Fall Lookbook on the heels of our successful Spring/Summer initatives, we decided instead to introduce a new integrated Influencer campaign—which was higher impact for lower spend. And even more shareable.
Beyond the blog, this Influencer content lived on our video and social platforms, in-center and at a 350-person tastemaker event. The result? New blog traffic rose 80 percent, and the campaign garnered 3.3 million total impressions, over five times above goal.
Further extending our custom blog content, the Highly Gifted holiday gift guides were a digital, shoppable take on the traditional shopper guide: one part (multiple) personalities, all parts holiday cheer.
The Guides:
The Do-Gooder △ The Connoisseur △ The Luxe-ist △ The Jetsetter (Him + Her) △ The One Who Has It All
And for the ultimate blog-goes-IRL and back, the September Issue, which we shot on location at the historic-luxe Greystone Estate in New York (in partnership with Time, Inc.), brought the blog’s style to print—and gave our retailer-focused trends another (stylish) place to play.
