Editorial Plan for Fashion Brands
A structured content strategy: a 3-6 month editorial calendar aligned with your launches, market seasonality and business objectives.
Request a free consultationWhy you need an editorial plan
My name is Corrado Manenti, and there is a mistake that I see emerging brands making over and over again: post randomly. One day a product, the next day a motivational quote, then silence for two weeks, then three posts in one day. No consistency, no strategy, no results.
Social media doesn't work like that. It works with consistency, coherence and planning. An editorial plan transforms chaos into a system: you know what to publish, when to publish it, and why to publish it.
But a fashion editorial plan is not just a simple calendar. It must take into account the seasonality of the sector, the launch times of collections, key moments (fashion week, sales, holidays), and the customer journey of your specific target audience.
What our editorial plan includes
We don't give you a generic template. We build a tailor-made plan for your brand, based on real analysis and concrete objectives.
Analysis and Strategy
Study of the brand, target audience and competitors. Definition of objectives (awareness, engagement, traffic, sales). Identification of editorial opportunities.
Pillar Content
Definition of macro-themes: product, lifestyle, behind the scenes, educational, community. Each pillar with percentage weighting and specific objective.
3-6 month calendar
Detailed day-by-day planning: content type, format, copy guidelines, visual references. Aligned with launches, seasonality, events.
Tone of Voice
Communication guidelines: how the brand speaks, what words it uses, what personality it conveys. Consistency across every touchpoint.
Pillar content for a fashion brand
Every brand is different, but in fashion there are certain macro-categories of content that work universally. We tailor them to your identity:
Product (30-40%)
Your garments, accessories, collections. Not just product photos: styling ideas, details, materials, production process. The product told, not just shown.
Lifestyle (20-30%)
The world of your brand: mood, inspiration, situations of use. Who wears your garments, where, how. Aspirational but achievable.
Behind the Scenes (15-20%)
Behind the scenes: workshop, production, team, creative process. It creates an emotional connection and justifies the value of Made in Italy.
Educational (10-15%)
Valuable content: how to mix and match, how to care for garments, trends, style tips. Position the brand as an expert.
Community (10-15%)
UGC, customer reposts, interactions, questions. Builds a sense of belonging and social proof.
How we create your editorial plan
- Kick-off call — We understand the brand, its objectives, available resources, and current challenges.
- Analysis — We study your current channels, competitors and target audience. We identify what works and what doesn't.
- Strategy — We define pillar content, tone of voice, frequency, and priority formats.
- Calendar — We create a detailed plan: each day with type, format, and copy guidelines.
- Template — We provide you with replicable templates for every type of content.
- Presentation — Presentation call of the plan with explanation of strategic choices
- Support — 30 days of post-delivery support for questions and adjustments
What you actually receive
- Strategic document — Analysis, objectives, pillar content, tone of voice, KPIs
- Editorial Calendar — Spreadsheet/Notion with detailed 3- or 6-month planning
- Content brief for each type — Guidelines for creating all types of content
- Hashtag strategy — Hashtag lists organised by category and usage
- Visual mood board — Visual references to maintain aesthetic consistency
- Template caption — Replicable copy structures for each pillar
Who is this service for?
The editorial plan is pure strategy: we give you the direction, you execute. It is ideal for brands that have internal resources to create content but lack strategic vision. If you prefer to delegate the execution as well, consider our Social Media Management complete.
3-month plan vs 6-month plan
3-month plan
Ideal for brand new or testing brands. Allows you to validate your strategy and adjust quickly. Covers a specific season or launch. More flexible, less long-term vision.
6-month plan
For brands with structured growth objectives. Comprehensive strategic vision covering two seasons. Enables planning of multiple launches and construction of more complex narratives. More initial commitment, more results over time.
Stop improvising, start planning
A solid editorial plan is the foundation of any successful social media strategy.
Book a free consultationFrequently asked questions about the Editorial Plan
No, the editorial plan is strategy and planning. We tell you what to publish, when and why, with precise guidelines. Content creation can be added as a separate service or managed internally by you following our instructions.
Absolutely. The plan is a guide, not a cage. We teach you how to adapt it to unexpected opportunities (a viral trend, a last-minute collaboration) while maintaining strategic consistency. It includes 30 days of support for questions and adjustments.
Yes, in fact, it's the best time. Starting with a plan means avoiding months of wasted effort. For brand new clients, we also include the setup phase: bio optimisation, profile launch strategy, and an intensive first 30 days.
Not necessarily. The plan also includes guidelines on what content to produce (type of shoot, number of looks, behind-the-scenes footage to capture). We can also help you organise a targeted shoot if necessary.
By default, it covers Instagram as the main channel. We can extend it to TikTok, Pinterest or other channels at an additional cost. Each channel has its own specific characteristics: we adapt the format and frequency accordingly.
The plan is immediately executable. Once you receive it, you can start creating content and publishing. The presentation call is designed to explain how to best use each element of the plan.
Italian 
English 
French 
German 
Spanish 