Working as a PR consultant in a SEO agency, I get sent requests from journalists on a daily basis.

These requests for stories, products or just general information can often result in fantastic (linked) coverage for our clients on high-profile websites such as Handbag.com and Guardian.co.uk but recently I’ve noticed more and more requests coming in from, shall we say, less traditional media outlets…

Retailers!

In the past few weeks alone, I’ve spotted Boden seeking contributions for its ‘new community blog’ and Dune looking for ‘fabulous products, across all luxury lifestyle sectors for placement in the Dune Loves grid’.

It’s refreshing to see - because at long last it means that fashion retailers are recognising that in such competitive online selling spaces, product alone is simply not enough to bring traffic to your website, engage shoppers and convince them to buy.

Product alone won’t keep them coming back either.

But quality content will.

Take a look at the undisputed icon of fashion retailing - ASOS.com.

It’s been ahead of the game for years, running an online magazine, which is now so successful that it generates additional revenue via the traditional advertising space within it, alongside the ecommerce site.

It’s no surprise that its constantly referenced by other fashion retailers, often with more than a hint of jealousy.

It’s gone one step further more recently, launching a number of side-projects such as ASOS fashion finder, ASOS marketplace and ASOS Follows Fashion.

Each of these additions to the ASOS brand serves up fresh content which both Google and ASOS customers love, on a regular basis. It’s content that has cemented cements ASOS’ position as the number one online fashion retailer (although its amazing range of gorgeous clothes and accessories helps!).

But it’s not just retailers who are dipping their toes into new waters either

The past few years have seen traditional media outlets become ‘retailers’ as well.

I say retailers with some reserve, because what they’re actually doing is running very clever affiliate shops but it’s undoubtedly bringing in extra revenue for them.

Telegraph.co.uk is a great example of this - running an online fashion shop which ’stocks’ over 250,000 items.

Look.co.uk and Guardian.co.uk run similar ’shops’, while websites such as Cosmopolitan.co.uk and AllAboutYou.com go one step further and sell direct. Handbag.com has teamed up with Shopstyle.co.uk but remains a shining example of an editorial website taking steps towards becoming a retailer.

And it works because they have what retailers need; high traffic volumes and authoritative content.

Relevant, topical and engaging content is a huge part of what’s needed to succeed online these days, so much so that we’re working with clients to develop features, widgets, guides, tools and so much more than just product descriptions on their sites.

For M&S we put together a feature on ‘What to Wear to the Races‘ and for SportsShoes we produced a ‘How to Choose the Right Running Shoes‘ video based on customer insight (first time runners need help choosing running shoes!). We’ve done more but these will give you a flavour of how we create content.

In the process we’ve found great content also attracts great links.

So, as editorial content and ecommerce continue to merge, who will win the race to be crowned King of the Online Catwalk? A retailer producing amazing content or a media outlet selling fantastic products?

It’s an interesting question and one we’re interested to know the answer to.