And when clothing is involved, it's not just enough to sell it. Fashion needs more. The most successful clothing brands are content creators, too. A few years ago, Scotch & Soda partnered with Airbnb to rent out an apartment in the heart of Amsterdam for a relatively cheap price. The pad was decked out in Scotch & Soda items that you could buy if you wanted, but the whole idea was to get you to post on Instagram that you were there. Even if you didn't stay, you might follow the brand on Instagram, and buy the clothing you saw on their feed. Not only did they sell clothes, but they sold this particular lifestyle.