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Erika Miller Erika Miller (3 Posts)

As a marketing analyst for almost 10 years, Erika comes to OS Fashion with expertise in Search Engine Optimization, which is an evolving industry, much like that of fashion. Erika Miller currently works with Adobe, but her previous role was as Senior SEO Analyst for ELLE.com. Having been a digital marketing expert in the fashion area for years, Erika comes to OS Fashion with a unique perspective – one that is driven by analytics, PR and search.

Plan Your Editorial Calendar with Seasonal Search Data

Plan Your Editorial Calendar with Seasonal Search Data

*Erika is teaching an SEO intensive class on Skillshare, focused on optimizing your Fashion Blog.  Details: SEO In Style

Every niche of search has a different consumer search patterns. Fashion is consumed seasonally, so the keyword search trends follow a seasonal ebb and flow. Fashion Week is seasonal, but typically the fall clothing is shown on the runway in the spring, and vice versa. Seasonality of keyword searches performed by people who want to learn about and shop for new trends is very similar.

Let’s use real keyword search data to illustrate.

The graph below shows keyword search data for “spring” fashion related keywords from June 2012 to June 2013. Google Trends graph A shows that “spring” fashion keyword searches trend up in January, and peak in April, then drastically decline.

A) spring-fashion-goole-trends-2012-2013


When looking at internal data of a high profile fashion site, this trend is clearly matched. Searchers use the topic “spring” to find fashion and accessories. Much like Fashion Week, there is a lead up to the search peak, starting in January and ending by the time spring arrives in April.

This means there is a 3-month period between January and March where fashion bloggers and e-commerce sites need to develop strong topical “spring” content to help capture this audience in search engines before the traffic starts to decline in April. And, the smaller your blog or website, the sooner you need to start.

B) spring-trends-google-analytics-2012-2013 (click for a bigger image)


B) spring-trends-google-analytics-2012-2013


From this next graph (C) showing “summer” keyword phrases, it is evident that now is the time to start gaining traffic and ranking for this topic, because the peak hits in early June and ranking will need to be established for target keywords.

C) summer-google-analytics-2012-2013 (click for a bigger image)


C) summer-google-analytics-2012-2013


The Google Trends graph (D) below corroborates the internal data, showing “summer” keyword searches start around March and peak in July. For small sites, its best to start “spring” and “summer” content together in order to build stronger momentum in ranking.

D) summer-fashion-google-trends-2012-2013

D) summer-fashion-google-trends-2012-2013

Ranking for seasonal fashion keywords is competitive, much like showing a new collection on the runway. To grab consumers’ attention, your site must rank on the first page in Google. To do this, content on your site must be contextually and topically relevant, using the right keywords in the right places. More importantly, however, content must be produced at the right time in order to capture the audience, or your content just becomes a forgotten collection.


When do you think consumers start looking for fall fashion content and products? Connect with me on Twitter @elmconsulting to get the facts about fall fashion. Stay tuned to learn more about using social media to benefit your keyword ranking, and how to find the best keywords for your SEO editorial calendar!

Original image created by MoneyBlogNews.

Posted in: Content Creation

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Set Fashion Free: Unveiling an E-Commerce Innovation

Set Fashion Free: Unveiling an E-Commerce Innovation

How many times have you gone into a department store and felt like nothing fits your personal style? Nowadays, the intimate nature of fashion can be felt when you connect with a color or fabric, a designer collection, and the story your outfit tells about you. Of course it may be a wonder where to create such personalized looks, if it cannot be bought on the racks. With more and more e-commerce businesses coming online, it was just a matter of time before some innovator would take on the challenge of personalizing the process of finding the perfect outfit. At ThunderLily.com, this advancement in fashion design has come to life by allowing consumers to build their own looks.


ThunderLily.com is the first e-commerce marketplace for consumers to create and personalize style like never before. Allowing consumers made to order looks is the unique value of ThunderLily. It is easy to pick from or create a pattern, choose the ideal color and fabric, and in less than a few weeks wear your very own look. There is much more to ThunderLily than just creating a personalized outfit – so OSFashion went behind the scenes to tell their story in this exclusive feature with Clare Tattersall, Creative Director and CEO.

When asked why she started ThunderLily.com, Clare stated, “I have a vision, which is clear; help consumers find looks they love, with proportions they feel comfortable in, while also creating an affordable resource for designers to make samples and muslins.” She tells us her vision behind ThunderLily is to create a free online workspace for designers across the globe, where they can log in and get creative as they like, then take designs to an online mall full of consumers seeking out personal style. From the beginning ThunderLily had the goal to empower individuals, from designers to suppliers, on up to the consumer.

Respecting the hard work and expertise it takes to create wearable fashion, Clare says she is on the ground floor as both a designer and consumer, understanding the investment that comes with each. “Since both sides of fashion are quite costly and time consuming, I was inspired to solve a problem for people much like me,” she said. Starting her career as a designer was arduous, from looking for a studio to house her fabrics, to finding fashion design software that was suitable for her budget. By providing tools for a designer to be as creative as they wish, on their own terms, Clare says here software will make life easier on the budget conscious fashion start-ups.

On the flip side, Clare says “the same tools provided at ThunderLily.com can also benefit the consumer, by allowing exciting fashion and fabrics from the most innovative designers.” A variety of looks are one of a kind handcrafted custom-made fashion. By allowing consumers access to something off the racks, Clare thinks this keeps them feeling chic, stylish and memorable. She tells us that for ThunderLily to remain competitive in the digital space, the fashion must appeal to the consumer, as that increases the value to the designers who create these unique looks.

Some of Clare’s personal favorite designers are right on ThunderLily.com. She tells us her wardrobe accommodates many great designs and styles. Browse a few of her favorite fashion designers or meet Clare at her upcoming event: Set Fashion Free. The conference kicks off January 10th, where ThunderLily will be unveiling free 3-D fashion software to select members of the garment and fashion industry.

Connect with Clare on Facebook to learn more about her free design software and plans to set fashion free. If you are like me, tired of the racks on rack on racks of stuff I won’t wear at the department store, then go to ThunderLily.com and create a personalized look this season.

*Erika is teaching an SEO intensive class on Skillshare, focused on optimizing your Fashion Blog.  Details: SEO In Style

Have questions? Ask Erika on twitter, @elmconsulting

Posted in: Fashion Tech

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5 Important Analytics Tools for Fashion Bloggers

5 Important Analytics Tools for Fashion Bloggers

*Erika is teaching an SEO intensive class on Skillshare, focused on optimizing your Fashion Blog.  Details: SEO In Style

Proper analytics to track your website performance should be on the top of your to-do list when launching a new website, microsite or social media project. There are many useful analytics tracking tools, but in this post I will provide you with 5 essentials, no matter what your digital marketing goals. Keep in mind that as your site grows, advertising and media partners will want to know about your site traffic in media kits, as well as demographic penetration. It is integral for fashion blogs and commerce sites to make analytics a top priority!

Tracking tools are available to monitor keyword traffic to the pages of your site, as well as track incoming traffic via referral URLs, such as visits from social sites like Facebook and Twitter. The analytics tools used on many fashion sites range from free tools to paid enterprise level tools. Of course there are benefits to both types of analytics tracking tools, but here is an overview of free and paid solutions:

  1. YouTube offers viewer analytics for videos published on YouTube. The demographics are beneficial to help tailor marketing efforts related to video content. Use of YouTube should include these elements: 1) Headlines: These show up in search results, so make sure they are topical and relevant to the season (since fashion & beauty is seasonal). 2) Tags: These are items a blogger should always limit, on YouTube and on the blog. Always focus tags on topics you will write about over and over. Avoid being generic. 3) Link in Description: When writing a video description, be sure to add a link back to a target URL of the website.
  2. Quantcast offers its own free analytics for sites that add its tracking code. This is so useful for site owners to build personas and learn about audience demographics. This is a free analytics-tracking tool, and allows you to get details about users.
  3. Google Analytics offers free tools for small and large business, which give site owners the chance to track organic search keywords, as well as paid traffic. This tool is excellent for drilling down into segments of data, but all of your site information will become Google’s. The importance of these tools is really up to the site owner, but I personally find them very useful. Also look at installing Google Web Master Tools, and contact me for 101 training.
  4. Adobe Omniture offers enterprise level customized analytics for larger businesses with multi-level channels. This tool provides custom integration for multi & cross channel integration, specifically e-commerce and major publishing portals.
  5. Topsy offers free social media tools for monitoring Twitter mentions The emails sent provide a look into content and links going viral around the topic you set out to track. The top 3 items fashion bloggers should track using Topsy are: 1) brand name: target the blog domain or brand. 2) target keyword: focus on a keyword or topic you want the blog to show up for in Google search results (i.e. “fall leggings”) 3) main blog interest or theme: set an alert for topics related to your blog theme, so you can reach out to these Twitter followers mentioning such interest.

Understanding your audience using analytics helps you get a look at visitor usage factors, which are important to help determine content, referral partners, and advertiser sponsorship rates. Here are a few visitor usage factors to monitor, no matter what tools you choose to install:

  1. Bounce Rate (monthly average)
  2. Pageviews (per article)
  3. Unique visitors (1.5 per visit)
  4. Total search keywords (monthly)
  5. Referral traffic (sites sending traffic)

Using analytics helps you understand your audience by providing deeper insights into informative data points, but also should guide your overall online marketing strategy. Analytics can be used to forecast seasonal topics that should be covered year over year. Before I sign off, here is an analytics tip that should help your site get some visibility during or before the holidays; for smaller sites, seasonal topics should be covered extremely early, so your site can penetrate the search results before the bigger brands start developing content and out rank your content.

For more tips and analytics tools follow me on Twitter @elmconsulting.

Posted in: Digital Marketing, Fashion Tech

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