Retailers With Exceptional Blogs

Mr. Porter describes itself as the “premier global online retail destination for men’s style” – meaning they sell men’s clothing from high fashion brands.

There are a ton of companies doing this – including the brands themselves – so why is Mr. Porter so successful? Simply because of their intense focus on editorial content on men’s fashion & lifestyle that perfectly complements its products.

That’s right – blogging is not just for women. Men are just as good of a market to blog for.

Why it’s Exceptional

Mr. Porter’s blog

The Journal is the ultimate men’s style source. Remember J. Peterman’s outlandish product descriptions from Seinfeld? This is the tactic that Mr. Porter has taken – albeit in a good way – that has given best lifestyle blog them such success. Every week, they publish their lists of the top fashions – a recent article went into great detail about “Bold Knits” and how men like Kurt Cobain and Robert Redford wore them impeccably.

They also write lifestyle articles aimed directly at their target market. Think of the young affluent male shopper: He’s not only thinking of fashion but also of which exotic destination to travel to next and possibly about getting married – as most do around a certain age. The Journal goes into the mind of these shoppers with articles about these topics written by the target market themselves.

2. Allstate

While not a typical “blog”, Allstate’s Teen Driver Program on their website is a great source of information and activity for teen drivers – and their parents – who are planning to get their license. They provide helpful videos and games for teens to help them learn how to drive, while at the same time providing helpful information to overly-anxious parents – think of it as Shrek in the form of an insurance website.

Why it’s Exceptional

Allstate is providing content that targets customers at exactly the right time – when they will be getting their license for the first time and will also be needing insurance. Once they feel the euphoria of getting that license they will be very inclined to think of Allstate as the place to get insurance from – after all, they helped them get access to the car they are now insuring.

The content – specifically the games – that they’re providing is fun! Teenagers don’t want to read another textbook on how to drive, so providing an interactive game for them to learn from is the perfect way to get them engaged.

3. Bluefly

Bluefly has a few blogs that talk about the usual fashion news – but their BlueTube channel is truly unique & exceptional content.

Have you ever wanted to look into the closets of your favorite Reality TV stars? BlueTube gives you direct access to their closets – giving you an intimate look into their life.

Why it’s Exceptional

It’s personal and intimate. For fashion enthusiasts the closet is their sanctuary – and getting direct access to trendsetter’s closets is like getting invited to the cool kid’s house. If you can give your customers an inside look at someone whose opinion they value highly, they will eat it up.

4. Anthropologie

Anthropologie has a beautifully crafted line of products that ranges from clothing to furniture – creating a complete lifestyle brand. It’s blog – the MAGAZINE – includes rich articles about artists, locations and products that ooze craftsmanship and beauty.

Why It’s Exceptional

The articles always contain high quality content about little-known things of interest. Reading Anthropologie’s blog makes you feel like you have an inside look into a brand new world you never knew about before. The recent article about the founders of Nashville-based Imogene + Willie give you an in-depth look at the time and care that goes into all of their pieces and makes you fall in love with them. It gives you an appreciation for fine craftsmanship – the type of craftsmanship sold by Anthropologie.

 

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