My blog for StitchFix has the title ‘Professionally Styled Outfits for 5 Occasions with StitchFix.’ I used Google Trends (googletrends.com) to search for ‘styled’ and ‘outfits’ usage and both are seeing a gradual increase over the last 12 months and have maintained steady popularity over the last 5 years. Therefore, including these keywords in my title should help the SEO of the blog and improve the search results ranking. Elmansy (2013) explains that for good SEO your keywords should reflect the content covered the most in the blog. Individuals interested in improving their style will see the blog as help from professionals. This will attract clicks from those looking to learn from professional stylists.

The introduction explains what the blog is and how it will be laid out, including the informal and quirky nature of the writing. The first sentence aims to sympathise and identify with the target audience, making them want to read on.  

The background colour is subtle to take little attention from the clothes, similar to the colouring on StitchFix's website. Nitse (2004) explains that the attitude towards a colour used for e-commerce marketing of fashion differs with the colours surrounding it. Therefore, I aim to leave the background faint to avoid changing perceptions of the clothing colours. As for the style, I have attempted to replicate what a stylist’s scrapbook may look like with a cartoon-like font for the headings and the hand drawn pictures used. The blog is split up into the 5 different occasions preceded by and introduction and followed by a conclusion.

The blog takes the viewer through the experience of a model customer called Mitch Twix. The reasoning behind this is to try and help the target audience between ages 35-50 identify with Mitch’s situations. By doing this, the blog will speak directly to the target audience. The formality of the writing is supposed to be reminiscent of advice from a friend. I have used a strong Call-to-Action in my conclusion, directing viewers to visit the website which should help achieve the digital marketing goal of 15% increase in new subscribers by the end of March 2021. This has been described as number 4 in Handley’s (2017) elements of good copywriting.

I have drawn the images for my blog to give the impression that the reader is looking at the workings of a stylist with sketches and a cartoon-like font for the headings. Colour was only used for the clothes to draw attention to what is most important.

The first mention of ‘StitchFix’ in the introduction is linked to the StitchFix website (Stitchfix.com) for interested readers and the link also improves the SEO of the blog as Google recognises the authority and reliability of the website through use of links. I have also included links to StitchFix's social media accounts. Another link is the subheading “Bonus: Lockdown looks” directing to a StitchFix blog ‘What to Wear Working From Home’. The conclusion includes a link to Inside StitchFix on StitchFix’s Style blog. These links help the SEO and ranking of StitchFix’s blogsites. The “algorithms” in the introduction takes the viewer to an information page about the algorithms used to help StitchFix customers.

The blog is a type of owned media, as StitchFix own and control their blog page.

Blog Word Count: 1373

Rational Word Count: 550

- Elmansy, R. (2013). Teach Yourself VISUALLY Search Engine Optimization (SEO), 1. Aufl.; edn, Visual, Somerset.

- Google Trends. ‘Styled’ and ‘Outfits’ : https://trends.google.com/trends/explore?date=today%205-y&geo=GB&q=outfits,styled 

- Handley, A. and Wiley, J. (2017). Everybody writes : your go-to guide to creating ridiculously good content. New Delhi: Wiley India Pvt. Ltd. 

- Nitse, P.S., Parker, K.R., Krumwiede, D. Ottaway, T. (2004) “The impact of colour in the e-commerce marketing of fashions: an exploratory study”, European journal of marketing, vol. 38, no. 7.Smith, J. (2020) What to Wear Working From Home. StitchFix Style. [Online] Available at: https://www.stitchfix.com/women/blog/fashion-tips/what-to-wear-working-from-home/ 

- StitchFix website : https://www.stitchfix.com/