As more and more retail brands and department store giants close shop and reduce locations this year, the rest of the retail industry is scrambling. They’ve got to find ways tp unlock the keys to survival and growth.
What is happening to the retail side of things?
Needless to say, retail isn’t what it used to be 50, 20, or even 10 years ago. Trends and shopping behaviors have changed dramatically. New technology has been introduced, and there are more competitors in the market than ever before. The playing field has been leveled.
To compete and grow, retailers have to work harder than ever to reach, attract, and engage with shoppers online. But how do you do it? Having a website and an active presence on social media sites used to help, but it’s not enough anymore.
Today, it’s all about using content to build community, provide value, and establish trust with your customers and target audience.
Here are four examples of retail brands that are doing it right:
1. Beardbrand
Beardbrand is a beard lifestyle company that was founded in 2012 by Eric Bandholz. Bandholz started the company to create more community around beard-growing, and, according to the company mission statement, “To change the way society views beardsmen.”
Beardbrand sells a variety of beard-growing products and tools to beard enthusiasts all around the world. Bandholz and his team have successfully built an active and passionate community around their company and products by investing in content and education from day one.
Bandholz explains on his website: “We first started off with a blog, a YouTube channel, and a Tumblr blog. On these platforms, I shared my knowledge about growing a beard and provided style inspiration for others. Ultimately, the goal was to provide the tools necessary for men to feel confident about growing their beard, and I also wanted to end the negative stereotypes about beardsmen being lazy or unkempt.”
Today, Beardbrand works with brand advocates and bearded influencers all around the world to create content that serves and educates thousands of followers, builds brand awareness, and promotes their growing line of beard grooming products.
There’s no doubt about what they’re focused on with their content strategy.
2. lululemon
lululemon athletica is a yoga-inspired, technical athletic apparel company for women and men that was founded in 1998 by Chip Wilson. The company is now run by current CEO Laurent Potdevin.
lululemon is another company built with a focus on education and community, as illustrated on their website:
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