With online fashion retail seeing traffic growth of 31% it’s easy to see why there has been a growth in fashion content websites. They’re all vying for a share of the affiliate and advertising revenue that comes from having a successful online magazine.

But if these websites are serious about generating revenue in this climate, they’re going to have to throw brand awareness out of the window and create solutions that help retailers directly drive sales.

The larger retailers that have the budget for brand awareness campaigns will stick to the established high traffic websites and blogs that have been around for some time, as they deliver the mass reach they’re after.

Neutrogena runs advertising campaigns on established fashion website OSOYOU.com

Newer publishers have an opportunity to serve the many online fashion retailers with smaller budgets and niche product ranges.

It’s these retailers that will be more creative with their marketing approaches, looking to publishers for inspiration, as the publisher knows – or at least should know – their users best.

Sticking to a niche, to be more relevant to retailers and visitors, will be the key to success of the many upcoming online fashion magazines; it’s all about standing out from the crowd.

Visitors and page views are important metrics, but marketers will pay more if they are convinced your audience is engaged in a subject applicable to their product selection – something you demonstrate over time with consistent quality content on that subject.

It’s all about taking the user from your website to a retailer. If you’re known for having content on one subject, your visitor will be coming to you for that one thing – you know what they want and you can lead them into buying it.