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Content Creation: What Is It & How Fashion Brands Use It In 2024

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01 July 2024

Content Creation: What Is It & How Fashion Brands Use It In 2024

In 2024, content creation is crucial for brand strategy, especially in lingerie, swimwear, and activewear. It’s about crafting immersive, personalised experiences that resonate with audiences, driving engagement and sales. Key trends include user-generated content, behind-the-scenes glimpses and sustainability. Brands like Aerie, Savage X Fenty, Patagonia, and Nike are leading with authentic narratives and innovative strategies, making compelling content essential for connecting with and captivating consumers.

In the digital age, content creation has emerged as a cornerstone of brand strategy. By 2024, it’s not merely about creating content but crafting experiences that resonate deeply with target audiences. This trend is vividly evident in the niches of lingerie, swimwear, and activewear, where brands are leveraging innovative content strategies to captivate and engage consumers.

Content creation involves more than just generating posts or videos; it’s about building a narrative that aligns with the brand’s values and appeals to the audience’s emotions and interests. The primary goal is to foster a connection with consumers, providing them with value through information, entertainment, and inspiration. This connection drives engagement, loyalty, and ultimately, sales.

In 2024, the landscape of content creation is dynamic and multifaceted. The rise of social media platforms such as Instagram and TikTok, advancements in technology like 3D and AI, and changing consumer behaviours have revolutionised how brands approach content. Personalisation is now paramount, with brands tailoring their messages to individual preferences and behaviours. Interactive content, such as polls, quizzes, and augmented reality (AR) experiences, enhances engagement by making the audience active participants rather than passive viewers, thus a part of the brand identity.

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User-generated content, behind-the-scenes glimpses, and real-life stories from customers and influencers contribute to a sense of authenticity and community. Brands that embrace these elements are better positioned to foster deeper connections with their audience.

In the competitive worlds of lingerie, swimwear, and activewear, these content creation trends are particularly pronounced. These segments not only focus on style and functionality but also embody broader themes of body positivity, empowerment, and wellness. Join Hysculpt as we delve into the specific strategies employed by brands in these niches, how they are leading the charge in innovative content creation, setting themselves apart in an increasingly crowded marketplace.

WHAT IS CONTENT CREATION?

Content creation involves generating ideas and transforming them into diverse media formats, including photoshoots, video content, social media updates, infographics, and more. It aims to inform, entertain, inspire, or persuade an audience. The goal is to deliver value, foster relationships, and ultimately drive profitable customer action.

THE EVOLUTION OF CONTENT CREATION IN 2024

In 2024, content creation has transcended traditional boundaries. It’s driven by several key trends:

Personalisation: Tailoring content to individual preferences.

Interactivity: Engaging audiences through interactive content like quizzes, polls, and AR experiences.

Sustainability: Highlighting eco-friendly practices and products.

Authenticity: Showcasing genuine stories and user-generated content.

HOW LINGERIE BRANDS ARE INNOVATING WITH CONTENT

Lingerie brands are prioritising content that promotes body positivity and empowerment. Campaigns featuring diverse body types and real customers are becoming the norm. Brands like Aerie and Savage X Fenty use user-generated content to showcase real women, fostering a sense of community and inclusivity. At Hysculpt, we offer 360 Campaign Creation services, where we can help you to craft bespoke storyboards and develop focused strategies, offering digital catwalk shows, dynamic PR events, fashion films, and videography to ensure your launch is both targeted and impactful.

Behind-the-scenes (BTS) content is popular, offering glimpses into the design process, photoshoots, and the daily lives of models. This transparency builds trust and humanises the brand. BTS content shared via Instagram Stories or TikTok can create a sense of authenticity and exclusivity. Educational content is another key strategy to demonstrate a brand’s knowledge, craftsmanship and understanding of the fashion bodywear industry. Another great type of content is styling tips. Brands are increasingly styling underwear as outerwear in their content creation, showcasing bold and fashionable looks to inspire consumers and drive sales for various occasions. Through social media campaigns and influencer collaborations, they demonstrate versatile ways to incorporate lingerie into every day and evening wear, appealing to a broad audience.

Lingerie brands provide styling tips, fitting guides, and care instructions through blog posts, videos, and live sessions. This not only adds value but positions the brand as an expert in its field.

Looking for eye-catching photoshoots or creating your own exclusive BTS content? At Hysculpt, we can help you plan and execute lifestyle, ecommerce or flat lay images for your brand!

SWIMWEAR BRANDS RIDING THE WAVE OF CHANGE

With growing environmental awareness, swimwear brands are highlighting their sustainable practices. Content focused on eco-friendly materials, ethical production, and the impact of the fashion industry on the environment is prevalent. Brands like Patagonia and Summersalt use storytelling in their lifestyle campaigns to communicate their commitment to sustainability, resonating with eco-conscious consumers. Swimwear brands are integrating lifestyle content to create a broader narrative. They produce travel guides, beach fitness tips, and wellness content, portraying a holistic, aspirational lifestyle. This approach not only markets the product but also the experience and lifestyle it represents. Immersive content such as virtual try-ons and interactive lookbooks is gaining traction. These tools allow customers to visualise how the swimwear will look on them, enhancing the shopping experience. Virtual reality (VR) experiences that simulate tropical getaways while showcasing new collections are also being explored.

ACTIVEWEAR BRANDS LEADING WITH INNOVATION

Activewear brands are focusing on content that emphasises performance and wellness. Brands like Nike and Lululemon produce a plethora of workout videos, wellness tips, and motivational stories. Collaborations with fitness influencers and athletes provide credible, relatable content that inspires their audience to lead an active lifestyle. Many activewear brands are also promoting their activewear by highlighting its versatility for casual wear beyond the gym. Brands can effectively utilise content to showcase how activewear transcends the gym, appealing to a broader range of occasions. By leveraging lifestyle-focused content and influencer partnerships, they highlight the versatility of activewear for casual outings like brunch with friends, running errands, and social events. Additionally, brands demonstrate how these pieces offer comfort and style for travel, and how they can be incorporated into business casual looks for a relaxed yet polished appearance. This approach emphasises the blend of functionality and fashion, making activewear an essential component of everyday wardrobes.

Building a community is central to activewear brands. User-generated content, such as customers sharing their workout routines or fitness journeys, fosters a sense of belonging. Hosting virtual fitness challenges and live workout sessions encourages engagement and loyalty. Technological advancements are playing a crucial role. Brands are integrating wearable tech data with personalised content, offering tailored fitness advice based on the user’s activity levels. Augmented reality (AR) apps that provide real-time feedback during workouts are also becoming popular.

In 2024, content creation for lingerie, swimwear, and activewear brands is all about creating immersive, personalised, and value-driven experiences. By leveraging trends like personalisation, sustainability, and technological innovation, these brands are not only attracting but also deeply engaging their audiences. As the digital landscape continues to evolve, the ability to craft compelling content that resonates on a personal level will remain a vital component of successful brand strategies.

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Content Creation: What Is It & How Fashion Brands Use It In 2024

In 2024, content creation is crucial for brand strategy, especially in lingerie, swimwear, and activewear. It’s about crafting immersive, personalised experiences that resonate with audiences, driving engagement and sales. Key trends include user-generated content, behind-the-scenes glimpses and sustainability. Brands like Aerie, Savage X Fenty, Patagonia, and Nike are leading with authentic narratives and innovative strategies, making compelling content essential for connecting with and captivating consumers.

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