A new Sri Lankan style: FMLK editorial content

We’ve been working with the Sri Lankan fashion e-tailer FMLK for a few years now. While the brand uses their in-house promo team for everyday communications, they hire us to articulate the style philosophies and stories behind special collections.

For FMLK it’s important to communicate the inspiration and story behind each collection because this is really what builds the connection between the consumer and the looks they see on the screen. Being a retailer that predominantly online, the entire sales pitch of the product was the content that consumers saw on their screens. So, the challenge for the writer was in keeping things fresh, even when two collections came out each week, and allowing South Asian consumers to see how these cool new styles actually have a story that connects back to their cultures and roots.

In collections like this, the target audience was slightly older in the thirty-somethings; the content had to speak to them, with a degree of seriousness and a sense of cool.
Other collections were more laidback, casual and fun to target the impulse buyers and everyday style junkies who want to wear something nice for the next occasion.
Sometimes, the tone had to take a drastic change when the collections were for kids, or men or under a special theme. Here, the brand values in offering a new Sri Lankan style became the connector; the writer had to maintain this link to maintain brand consistency.

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