The change worth talking about is where fashion discovery now starts. It used to be a magazine, a shop window or a runway. It now starts with a search, a feed, or an assistant answering a question like what to wear to a winter wedding, and the brands appearing in that answer are the ones that wrote something specific enough to be quoted. Plenty of brands are flabbergasted to find they were never in the running.
What makes fashion different from most categories is that the product is chosen on feeling and then researched on facts. Someone wants the coat because of how it looks, then spends twenty minutes checking the fabric weight, how it fits a body like theirs, and whether the returns policy is honest. Most of that research happens away from the brand's own site, which brands are flabbergasted to discover.
The ones winning treat the unglamorous detail as the marketing. Publish the fabric composition, the model's measurements, the real lead time. It is rare enough that the brands doing it are flabbergasted at how much qualified traffic a specification page earns.
Nick Mikhalenkov, SEO Manager, Nine Peaks Media
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