fashion

bloggers & brANDs

CoNteNts
IntroductIon
icrossing Fashion & retail Editor Jo-ann Fortune on the importance of working with fashion bloggers

contrIbutors
the fashion bloggers behind the book

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10 22 32 42 46 54

Q&As

Jen Holmes Laetitia Wajnapel Audrey rodgers Kristin Knox Vicki Harvey carrie Harwood

tHE EVoLutIon oF FAsHIon bLoggIng

blogger Jen Holmes on why the fashion blog has become such an important medium in the industry

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WorKIng WItH bLoggErs dos And donts

Fashion blogger Laeitia Wajnapel's top tips for brands

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cAn bLoggIng bE FInAncIALLy sustAInAbLE?

one of the uK's top fashion bloggers lifts the lid on paid-for content, partnerships and advertising

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bEyond tHE bLog

online technology blogger cate sevilla explores the benefits of brand partnerships played out in social and offline networks Third-Party Contributions:

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FAt sAnd FAsHIon And VIdEo

Joe coyne, Managing director of Fat sand Productions, on the marriage of fashion and brand-sponsored video
Front cover courtesy of Laetitia Wajnapel

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APPEndIx About IcrossIng

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WorkiNg With fAshioN bloggers

Image courtesy of Laetitia Wajnapel

By Jo-ann Fortune, iCrossing Fashion & Retail Editor

but those links will always be the cherry on top of the cake. Many of the benefits that come with working with high-profile bloggers brand advocacy, audience reach, social engagement, influential introductions and consultancy to name but a few will often be invisible to the consumer and even the link analyst on an account. going after a link without having earned it is an ineffective and often risky business which could lead to negative publicity and burned bridges. Just like any professional relationship, brands need to give bloggers a reason to write about and link to them in a way thats natural, unique and appealing to both the writer and reader.

social reaction is natural when it comes to fashion, so its no surprise that the growth of self-publishing sites and online social media has had a huge impact on the sector. the rise of fashion blogging has helped to democratise an industry previously lockedin by a velvet rope. Fashion bloggers now hold sway both on and offline, appearing in big brand campaigns and among celebrities and trendsetters on the pages of the top fashion titles. If you work for a fashion brand, making these writers, photographers, stylists and editors your colleagues can help open doors to the genuine engagement that content and marketing teams hunger for, and the links that can build and sustain your online brand.

And this is why icrossing believe outreach activity, that encompasses link benefit, relies upon a creative idea, great content and strong relationships that cannot exist in isolation of each other. With changes to the google algorithm, including the Panda update1, introduction of google+ and authorship results in search2, the need to appear authentic is becoming ever more important, so why fake it? take some tips from the bloggers themselves, who here explain how they want to work with brands.

believe thAt suCCess iN outreACh ACtivity, thAt eNCompAsses liNk beNefit, relies upoN A CreAtive iDeA, greAt CoNteNt AND stroNg relAtioNships thAt CANNot exist iN isolAtioN of eACh other."
Jo-ann Fortune

"...iCrossiNg

The Bloggers

CoNtributors

Jen Holmes
littlebirdfashion.com
As well as running her own personal fashion and lifestyle blog, posting four to five times a week, Jen regularly contributes blog posts for a number of high street fashion retailer websites and fashion magazines. Q&A > p10

Laetitia Audrey Wajnapel Rodgers

mademoisellerobot.com
Laetitia started her blog as a way to build an English portfolio when she moved to London from Paris in 2007. she has since written for bbc.co.uk, stylist.co.uk and glamourmagazine.co.uk to name but a few. Q&A > p22

Kristin Knox
theclotheswhisperer.co.uk
oxford-educated Kristin published the first book about Alexander McQueen after the designer's death, and launched her second title 'culture to catwalk' in 2011. Her blog covers high-street to high-fashion. Q&A > p42

Vicki Harvey
themagpiegirl.com
Vicki lives in northern Ireland and works full-time as a fashion agent assistant. Her job requires her to regularly research fashion and photography trends and this insight informs her outfit and inspiration blog posts. Q&A > p46

Carrie Harwood
wishwishwish.net
carrie has run websites since she was 13, and launched her own fashion blog when she began a Fashion design, styling & Promotion course. Her blog recently won company Magazine's 'blog with the Most gorgeous Photography' award Q&A > p54

befrassy.com
Paris-based fashion blogger Audrey began blogging as a creative outlet during her time as a student at durham university. she now works full-time as a blogger, freelance writer and photographer. Q&A > p32

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A little bird told me

8 FAshion bloggers & brAnds iCrossing April 2012 FAshion bloggers & brAnds

Image courtesy of Jen Holmes

iCrossing April 2012

Jen Holmes
littlebirdfashion.com
How did you begin blogging? I've been documenting my outfits for years. After stumbling across an American daily outfit blog, I realised that there was a whole community of people sharing their style and I decided to join in. What does your working day now involve? I'm a freelance writer, so my days are quite unpredictable! I usually take an outfit shot in the morning, then I could be writing from my desk at home, visiting clients in London or working in an office for the rest of the day. What is the best brand collaboration of which youve played a part? I write a weekly blog post for a major high street retailer which I love, but the most exciting experience I've had was sitting in the front row at a high-profile fashion show right opposite Kelis! What does your best PR relationship involve? I've become great friends with a few Pr people which is a brilliant basis for a professional relationship. I love getting to know people and really appreciate genuine interest and a friendly disposition. What has been your worst experience with a PR or social media representative? I've never had a really terrible experience, but some agencies are woefully behind when it comes to blogger outreach. Anyone still sending those 'dear blogger' e-mails needs a refresher course! What is your policy on linking on key terms within your blog text? I have a clear and detailed disclaimer on my blog that explains how I approach any form of brand promotion on the blog. I sometimes use affiliate links but have never accepted payment to insert a keyword link into a post.

Images courtesy of Jen Holmes

Image courtesy of Laetitia Wajnapel

the evolutioN of fAshioN bloggiNg

freelance writer Jen holmes runs fashion blog A little bird told me, posting four to five times a week and attracting over 30,000 page views a month. she also writes for a number of high street brands. here she looks at how the fashion blog has become such an important medium in the industry.
tHE bIrtH oF tHE FAsHIon bLog
By Jen Holmes thebudgetfashionista.com5 was invited to new york Fashion Week in september 2003 in the early days, bloggers were largely ignored by the industry. In 2006, susanna Lau emerged as one of fashion bloggings frontrunners when she launched stylebubble. co.uk6, sharing her personal style, designer discoveries and fashion tips. Her unique look and informal tone was soon attracting thousands of visitors, and in February 2009 susie told the observer7 that designers were beginning to take note: Im always amazed when the blog has an effect on designers, when they call me to say that after appearing on the site theyve sold out of stock, or that Vogue have called in the collection. In March 2010, susie left her day job at the magazine dazed & confused to pursue a blogging career full-time. saying I dont need the publication to anchor onto, I have a publication essentially, was a big thing for me, she told businessoffashion.com8. susie, whose blog now attracts around 25,000 visitors a day, was one of the first uK bloggers to go professional, and she has cemented her position as one of the most prominent and relevant voices in the fashion industry.

fashion blogs first appeared online in 2002. In october of that year, an article was written for the Age3 championing four us fashion blogs new york Fashion blog, gina snowdoll, Primp! and shesheMe and in the uK, myfashionlife.com4 was launched in mid-2003. these early fashion blogs proved hugely influential to those who followed, offering personal opinions on fashion and inviting readers to comment. but while there are a handful of examples of brands working with fashion bloggers Kathryn Finney from

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Image courtesy of Jen Holmes Muireann explains: you cant just throw a post online and expect people to find it social networks are our way of shouting it from the rooftops! bloggers were among some of the earliest adopters of social media and have built up huge audiences on platforms such as twitter and Facebook a simple link to their latest post could be seen by tens of thousands of followers and brands eager to get access to this type of attention have begun to look into social collaborations which play out through these networks, rather than (or as well as) on a bloggers main site.

orIgInAL APPEAL

As the fashion industry is notoriously inaccessible, avid readers of fashion blogs were hungry for original, unedited content that offered something they couldnt find in the fashion press. rather than being told what was in by a magazine editor, blogs encouraged discussion and interpretation of trends showcased by a variety of shapes, sizes, ages and races. People like seeing clothes on real people, rather than models all the time, says Michelle Haswell from Kingdom of style9. blogs represent realistic budgets too - I can read Vogue and see incredible clothes but sadly 99% of it is not within my reach. blogs show people looking awesome in vintage and high street and thats really encouraging.

you CANt Just throW A post oNliNe AND expeCt people to fiND it soCiAl NetWorks Are our WAy of shoutiNg it from the rooftops!
Muireann Carey-Campbell, bangsandabun.com

"people like seeiNg Clothes oN reAl people, rAther thAN moDels All the time."
Michelle Haswell, kingdomofstyle.typepad.co.uk

bLoggEr & brAnd

Muireann carey-campbell of bangs and a bun10 agrees that the real-girl element is key to the success of fashion blogs: People want to know how the girl down the street puts her outfit together and we know theres an authenticity in it. she hasnt starved herself for weeks to take todays outfit pictures, she hasnt photoshopped herself.

socIAL MEdIA sIgnPosts

the development of platforms like blogger and Wordpress has made blogging easier, and smartphones and gadgets like the iPad enable bloggers to stay connected wherever they are. but when it comes to technological advances, social networks have been the biggest success story for many bloggers.

yet while other commercial sectors took to social media to connect with customers, the fashion industry was slow to join the digital movement11. Prs could no longer control what was being said about their client, so in order to join online conversations and attract a new audience of digitallysavvy consumers, they turned to bloggers to bridge the gap between brand and consumer.

blogs have a massively varied audience that most brands could never access without spending vast sums of money, Michelle explains. Advertising on a blog will never cost as much as in a publication like Vogue or Elle, yet their reach is comparable. Kelly Framel, who writes the glamourai, is one fashion blogger who has made a career from working with a wide range of brands thanks to the marriage of her insider industry knowledge and engaging and personal writing style.

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brAND/blogger relAtioNships NeeD time AND effort to thrive, AND A bAD experieNCe CAN be DAmAgiNg for both pArties
Jen Holmes

Kellys blog, a mix of outfits, interiors, industry news and peeks into her personal life, which reportedly receives around four million page views a month, is a big draw for Pr representatives and media agencies. but her broader professional skill set and the profile she brings to collaborations are equally attractive, seeing her being commissioned to design a handbag for luxury leather company coach, model for Forever 21 and work as a stylist for many high-profile names.

brand/blogger relationships need time and effort to thrive, and a bad experience can be damaging for both parties when the bloggess12 received an email from a Pr company hoping to secure some coverage of their latest celebrity spot, she directed them to the page on her site that explains her policy on celebrity features13. the email conversation that then took place highlights how important it is for media and Pr agencies to understand the focus of a blog before contacting its editor.

For example, coachs most recent blogger collaboration with Emily from Fashion Fois gras14 gained a huge amount of coverage from both online and traditional fashion press, including british Vogue. And in the beauty industry, british beauty blogger was invited to spend the night in selfridges to see Jo Malones new brand Jo Loves come to life, covering the nights progress live15 and exclusively on her blog.

tHE rIgHt bALAncE

Although it can be difficult to balance an independent eye with brand partnerships, fashion bloggers have proved that its possible to become an industry professional whilst maintaining the down-toearth perspective and unbiased voice that makes blogs so appealing to their readers.

these independent publishers arent looking to compete with or replace traditional fashion press, but rather to carve out their own space and style which reflects the move towards more personal, open and, perhaps most importantly, social content.

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Image courtesy of Laetitia Wajnapel

Fashion bloggers are clearly a popular source of marketing for brands. but as more and more bloggers appear on the scene, companies need to be selective about who they work with and how they work with them.

successful blogger collaborations are those which offer original insights into a collection or campaign, or even help shape it, whilst retaining an air of exclusivity by working with select bloggers that best fit the brand.

Image courtesy of Laetitia Wajnapel

mAdemoiselle robot

WorkiNg Dos & Don'ts With Do: Do: Do: bloggers

Nurture your relationships with bloggers as you do with journalists Allow photos
Blogs are widely read because they offer a personal point of view on things, holding an event, allow bloggers to not for their use of PR shots, so if youre Journalists arent intrinsically better versa - both sets should be treated

Don't:

Forget lead times are much shorter for blogs

Inviting bloggers to a Christmas in July event may not be the best way to create a buzz around your campaign online. Instead, why not create a specific event for bloggers nearer the date? Always keep in mind blogging is about being in the now so think of blogs as very short-lead publications.

laetitia Wajnapel, the journalist, stylist and social media consultant behind popular fashion blog www. mademoisellerobot.com, reveals her top tips for working with bloggers.
The famed blogger backlash of early 2010 is well and truly behind us and top bloggers are now fronting advertising campaigns and acting as social media consultants and representatives for top brands. More and more brands are inviting online writers to attend events and are including blogger outreach in their marketing campaigns and budgets.
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or more useful than bloggers, or vice

take their own photos. Good bloggers

Make sure you do your research before reaching out to bloggers

Find out which bloggers are the most influential within a certain niche and get in touch with them. Not all bloggers are right for your brand and not all brands are right for all bloggers. I cant stress enough how important it is to actually read blogs everyday, not just skim through the usual suspects.

with the professional respect they deserve. Developing personal, friendly relationships with bloggers will result in much higher quality content and better coverage for your brand, product or campaign.

will always be on the hunt for original content that sets their site apart from the hundreds of others out there, and wont allow PR representatives to control what they post.

Don't:

Do:

Pitch a project to a blogger as something that will grant him/her exposure or traffic
You cant expect someone to work hard styling, writing or photographing for free. Exposure and traffic dont pay the bills, and neither do free clothes or lunches. Collaborating with bloggers should be about mutual respect: paying a blogger for a job means a lot more than sending a handful of people to their website. And while your brand may have a huge following, its important to remember that bloggers produce the type of independent, personality-led content that people are more likely to engage with.

Set aside funds for blogger collaborations

Pairing up with the right blogger can greatly enhance a brands credibility online, but this comes at a price and no professional blogger will get involved with a brand who doesnt offer compensation. For some of us, blogging (and its offshoots) has become a full-time job. As a blogger, it is imperative to remember the allimportant full disclosure when such deals take place.

Don't:
Be a sheep
There are enough bloggers out there to not have to use the exact same people as your competitors for a campaign. If you want a campaign to be memorable, you have to stand out. You dont see cosmetic brands using the same supermodel to front their campaigns, do you?

The right approach is essential to building long-lasting, profitable relationships with bloggers, so here are my best-practice tips

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Laetitia Wajnapel
mademoisellerobot.com
How did you begin blogging? It was a way for me to get back to writing it was just a hobby to begin with but quickly became a full-time activity. What does your working day now involve? generally the mornings are spent writing, then in the afternoons I reply to e-mails and go to meetings: these can involve anything from strategy talk with one of my consulting clients, to informal coffee with a Pr to get me up to speed with their brands happenings. More often than not, it is a mix of both: we discuss new collections and then move on to talk about how I can help them promote said collection, as a consultant or through my blog. What is the best brand collaboration of which youve played a part? Im currently working very closely as a consultant for a luxury german brand, writing their blog and advising them on their editorial strategy. I was put in touch with the company by the person who was doing their Pr at the time they were looking for an editorial consultant and so I went through an interview process. I think the collaboration works because, thanks to my insider knowledge of online fashion and online media, I am able to give the brand the right voice.

What does your best PR relationship involve? being on friendly terms mainly I have to want to actually sit down for lunch with a Pr to be motivated to work with them. the more relevant information I get and the greater access to the products I have, the better the content I can produce around it. What has been your worst experience with a PR or social media representative? online marketing companies who constantly email me asking to place sponsored posts on my site, or links to their client's website. I find it devalues the content greatly and some of the people I've dealt with have had a very bad attitude towards bloggers; looking down on this form of media while trying to get their client on blogs doesn't quite work. What is your policy on linking on key terms within your blog text? I dont do it I find it devalues the content.

Image courtesy of Laetitia Wajnapel

CAN bloggiNg be fiNANCiAlly sustAiNAble?

one of the uks top fashion bloggers lifts the lid on how bloggers make their work worth their while, and how attitudes to professional bloggers have had to change over the past few years

When it comes to fashion blogging, there are two hot topics on everyones lips: just how exactly do you make money from your blog? And how much? the answer is as multifaceted and dynamic as the rapidlyevolving medium itself: just as each style blog bears the imprint of its creator and no two blogs are the same, no two success stories are alike. yet while theres no fail-safe route to fame and fortune, there are many ways to turn leisure blogging into a professional pursuit.

trAdItIonAL AVEnuEs
In the beginning, it was banner ads or bust. online advertising companies spotted fashion blogging early and pounced, offering bloggers the same opportunities as large online magazines and other websites to plaster their headers and sidebars with adverts and split the revenue. slowly, as traffic climbed, one would notice the advert pay-outs creeping from 0.50 per month to a whopping 3. there was also affiliate marketing - programs offering bloggers a cut of any sales driven from their websites - but that was about it.

then, suddenly everything changed. some bloggers began to command readerships on par with the top independent fashion magazines. Prestigious titles hired street style bloggers to capture their editors in action at shows17, a few select bloggers were popped in the front row at Fashion Week and the first high-profile collaborations were rolled out. because blogging is really a means to an end, rather than an end in itself, the bloggers who emerged at the forefront of the commercialised pack18 were the ones who used their sites as platforms to brand themselves and leverage their skill sets, be it styling, shooting, modelling or writing. For the first time, traffic gave way to profile as a bloggers most valuable commodity19.

Top Tips For The

Brands
With so many fashion blogs out there, how should brands go about choosing who to work with?
Image courtesy of Carrie Harwood

cLIcK to buy
Match up USPs
Look for someone whose vision is aligned with that of the brand,

tHE tIME to InVoIcE

suddenly, brands wanted bloggers to engage in all kinds of marketing activities20 on a much larger scale, from modelling in campaigns, through presenting and designing to event hosting, without a fee, courting bloggers instead with the prestige of association and presents. However, as the samples, perfumes, free trips, meals and sunglasses continued to pour in and the cash did not, bloggers

"As the sAmples, free trips AND meAls CoNtiNueD to pour iN AND the CAsh DiD Not, bloggers quiCkly leArNeD thAt 21st CeNtury truth: freebies DoNt pAy the reNt."
quickly learned that 21st century truth: freebies dont pay the rent. While the demand for bloggers, their profiles and their content continued to mushroom, recession-strapped realities nonetheless persisted: online marketing budgets had not yet swelled to encompass the ever-climbing day rates of the fashion blogger. the benefits of profile aside, bloggers needed a hard currency in which to trade.

that hard currency came in the form of three little words: click to buy. unlike profile, which is difficult to quantify and hence market as an asset, with more and more brands launching or re-launching their e-commerce sites, bloggers with significant followings became invaluable portals of profit. Alongside an ever more sophisticated and luxury affiliate marketing arena, in harnessing click to buy, the blogger emerged as purveyor of a new kind of purchasing power unprecedented in the world of print media and advertising. bloggers could now turn up at meetings bearing irrefutable proof of actual sales driven.

rather than choosing a blogger just because theyre famous.

Identify why you want to work with a blogger

Are your objectives brand alignment? Rebranding/cool factor? Traffic? Exposure? Tying this down will help you identify the right fit for your project.

Dont use and abuse

Dont rely on the blogger to devise a collaboration for you, i.e. do the consulting, unless youre going to pay them for this. Decide how exactly you want to use the blogger and then target the people who could best fulfil the brief. Theres nothing worse than a brand picking up three or four bloggers, meeting us and picking our brains for a project and then making their decision to hire only one, having effectively wasted the others time.

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Image courtesy of Carrie Harwood

"like hollyWooD iN A reCessioN, the big busiNesses WANt A big stAr they CAN bANk oN."

don't QuIt your dAy Job

Top Tips For The

so while the emergence of the blogger agent may persuade many a blogger and would-be blogger that this pastime has become a viable career option, the fact is that the number of bloggers on agencies books remain, in most cases, in the single digits. there is the pretence of the door being thrown ajar, that the road to cyber stardom is paved in free bags and vouchers, but like the rest of the fashion industry, and much of the media world, its a lucky and hard-working few who manage to blog that dream into a reality. so to those of you thinking of giving full time blogging a go, I say this: dont quit your day job just yet. the blogosphere, after all, is in its relative infancy and who knows where its going. Just as quickly as it came, it could go. And if it does, youll be glad to be waiting on that bang-on monthly pay-check and not the promise of the next invoice that may never come.

Bloggers
What challenges do bloggers face in making money from their blogs and professional profiles when working with brands and agencies?
Aim for exclusivity:
As brands/agencies look to maximize their own profit, it is more lucrative for them to broker deals lumping four or five bloggers together on one project, which effectively dilutes your payment. Why pay one blogger 3K when you can get three bloggers (and thrice the traffic/exposure) for 1K each? Always demand exclusivity if you can.

cALL My AgEnt

thus the blogging agent was born. bloggers flocked to major modelling and creative agencies, and digital specific management companies sprang into action. the agencies soon had the brands ponying up (for a reasonable 20%, of course), and the self-made fairy tale seemed to be speeding towards its happy ending.

but like all fairy tales, the pot of gold at rainbows end comes with a caveat or two. signing with an agency does not guarantee big bucks and can even mean the opposite, including the prospect of losing out on work to other bloggers better suited for the brand within your agency, or losing a job because your fees are too high. For both brands and bloggers alike, the agent represents a diminishing of the autonomy of the independent fashion blogger that was the appeal behind the phenomenon in the first place21. before, a brand had its own reasons for choosing a blogger to work with now the agencies act as matchmaker.

Although this streamlines the process of ensuring a strong pairing and hence a good relationship with tangible results, from a brands perspective it is also limiting. Like Hollywood in a recession, the big businesses want a big star they can bank on, so brands are continually offered the same roster of sites from which to choose, and as a result, the blogosphere can feel saturated by a handful of individuals.

Keep on top of your accounts:

Be sure to stay on top of all your invoices and know your rights to reclamation of funds as a freelancer. Some brands think they can get away with taking up to six to nine months to pay, if not losing your invoice all together.

Stand out in a crowd:

Its very obvious when a brand/agency has placed a campaign amongst a selected group of bloggers you all post about the same shoes at the same time! Take creative risks when working in groups to make your post stand out.

Keep the ego in check:

You can risk losing or alienating a client/brand because your demands are too high: cars, first-class travel, exorbitant fees. Although you may have an agent, remember that youre a blogger, not a celebrity. You want to maintain healthy and on-going relationships with brands, and no one likes working with an ego-maniac.

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Image courtesy of Audrey Rodgers

beFrAssY

"The best brand collaborations are ones that involve working with individuals that respect the fact that blogging is a business."
Audrey Rodgers How did you begin blogging? I began blogging as a creative outlet during my time as a student at durham university. I was studying a very traditional degree, English Literature, and wanted a creative project that existed independently of this, and so Frassy was born. What does your working day now involve? I am a full-time blogger, so my days consist of photographing outfits, meeting with brand representatives and replying to emails etc. I also work as a freelance writer and photographer, and maintain my online store. What is the best brand collaboration of which youve played a part? the best brand collaborations are the ones that involve working with individuals that respect the fact that blogging is a business. so, actually compensating me for my time, my blog space and the promotional value I give to brands. What does your best PR relationship involve? I think a level of friendship should exist in any working relationship, and so my best Pr relationships have evolved from casual e-mails to real friendships, in which we can comfortably negotiate terms and also meet after hours for dinner. Pr is all about networking, and a lot of the people that work in Pr are very social, and so I think its important to befriend them.

What has been your worst experience with a PR or social media representative? Pr assistants are often full of empty promises; they can lead you on, guaranteeing monetary compensation at the end of collaboration, but sometimes they dont follow through. A lot of people who work in Pr see bloggers as existing at the very bottom of the industrys food chain, and so send out snobby emails, acting as if they are doing you a favour just by contacting you. Ive grown to have no patience for such individuals and refuse to collaborate with Pr representatives who refuse to view bloggers as business people, rather than foolish young girls who will do anything for a stack of free clothes. What is your policy on linking on key terms within your blog text? I will happily optimise key terms within my blog text for brands if they have relevance to my blog and I am compensated. I refuse to give brands free publicity on my blog there must be an exchange of goods or funds for me to promote a brand.

Audrey Rodgers
befrassy.com

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beyoND the blog

Image courtesy of Laetitia Wajnapel

Cate sevilla is a journalist and editor specialising in online media and technology. she founded online womens magazine bitchbuzz.com22 in 2008, and has written for a variety of online publications as well as running social media and blogging workshops for bloggers, brands and pr agencies.

cate currently works as the tech expert for a high-street retailers Facebook page, and here outlines the potential benefits of connecting with a bloggers readership through their various social channels.

FAcEbooK & tWIttEr

the two most popular social feeds are Facebook and twitter, where a brand can easily work with a blogger to simply recommend or mention a product or event with a link, or work on a more in-depth social-based campaign. sometimes a lengthy written review on the blog isnt necessary and if a blogger simply tweets a link to a clients restaurant, or a fashion labels latest offerings, its immediately seen by their followers and can mean massive exposure for a brand. A more dynamic way of reaching a blogs audience through their social feed is to, for example, run competitions through Facebook23 and Engaging with a bloggers audience extends far beyond their blog urL, as many have thousands (if not tens and hundreds of thousands) of followers through their social feeds such as twitter, Facebook, youtube and supplement blogs not to mention their professional profile and network.
Image courtesy of Laetitia Wajnapel

the nature of the web is instant, and going along with this is more effective than fighting against it. tweets, links on Facebook and social coverage and discussion are increasingly just as valuable as written coverage, and its important to embrace this and view social media with the same importance as bloggers do.

"if A blogger loves to Do viDeo posts, this is A fANtAstiC AND CreAtive WAy to Work With them AND reACh yet ANother AuDieNCe of theirs."
Cate Sevilla theyve purchased on a recent shopping trip, to the reviewing of products, bloggers create a number of different styles of videos, depending on the nature of their blog. If a blogger loves to do video posts, this is a fantastic and creative way to work with them and reach yet another audience of theirs. Why not sponsor one of their videos by inviting them to your shop for their next shopping haul video, provide them with products to use in their next beauty tutorial, or even giveaway in a competition vlog? this is a much more imaginative way of working with a blogger than simply sending them a product in the post and hoping its reviewed, or even requesting ad space. Its engaging, its interesting, and easily integrated into their editorial content - both written and recorded.

VIdEo

Image courtesy of Carrie Harwood

Many bloggers also use services like youtube and Vimeo to make video posts (sometimes called vlogs). From how-to or instructional videos24, to the ever popular fashion hauls where bloggers share what

Exploring alternative avenues and creative ways to reach out to your target audience online could help you reap greater engagement rewards for your brand.

twitter, create conversation through hashtags, tweeted photos with services like Instagram or a combination of all of the above. thinking beyond simple rt to win campaigns both tired and hard to keep track of is ideal, as bloggers are always keen to try something new, especially if its exclusive to them.

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Image courtesy of Laetitia Wajnapel

AddItIonAL bLogs

services such as tumblr and Pinterest26 are often used by bloggers as a supplement to their real blogs. on sites like tumblr, a blogger can post photos of things that inspire them, what they wore that day, or of what theyre getting up to, without needing to write an entire blog post to go with it.
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as important as being included in a traditional post. Its also important to keep in mind that all of these platforms are connected - so if something is posted to Facebook, it could easily be tweeted, just as a link to a tumblr post can be tweeted or even added in a widget in the sidebar of their main blog.

work together. From the decorating and dressing of a department store window28 to the designing of handbags and shoes29, finding a blogger who has a sizable audience and similar values to your brand can lead to an incredibly successful outreach campaign. Fashion bloggers are quite often asked by both high street retailers and expensive handbag labels alike to collaborate with them, and some interesting campaigns have been produced in the last two years as a result. Whether its modelling for a lookbook30, photoshoot31 or creating their own jewellery32, when a blogger is asked to work on this level with a brand, its also, if not most importantly, a sure-fire way to receive continuous coverage and that much desired online buzz and interest from their main blog, social feeds, and any other digital communities they belong to.

Image courtesy of Jen Holmes

EVEnts

innovative way of marrying to the two ideas as it combines the digital and physical, the offline and online, the traditional and the new. Whether they act as the host, speaker34, or dJ35 for a launch party or special event, working with a blogger in this capacity draws in and encourages the attendance of their followers and readers, but also the attention of their contacts and fellow bloggers who will hopefully provide wider coverage of the event.

coLLAborAtIons

Whether its a quick Instagram27 snap theyve taken on their iPhone at an event, or a hi-res image of a product they love, being included in a bloggers supplementary blogs is still just sometimes tweets or written reviews just wont do, and collaborating with a blogger is the most dynamic and interesting way for you to

Implementing the perfect combination of both online and offline strategy is ideal, and having a blogger host an event or evening33 can be an excellent way to reach a bloggers online community, as well as their colleagues, in person. Events allows brands to bring their personality and values to life in a way that can be difficult to replicate online, and having it hosted by a blogger is an

Add a branded photobooth36, goodie bag and hashtag to the event and a blogger-hosted party turns in to a unique and lively event both online and in real life - satisfying the needs of the blogger, agency and, of course, their client.

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Image courtesy of Laetitia Wajnapel

the Clothes Whisperer

"A good PR knows your blog, checks it regularly and never pressures you to cover that which you would normally not."
Kristin Knox How did you begin blogging? there were no jobs in print media at the time I started blogging it was height of the recession and on the eve of the launch of the iPad so I set up my blog at the recommendation of others that it was a great platform to continue to get my writing out there. It has since evolved to become my livelihood. What does your working day now involve? one of two scenarios: Im either blogging first thing in the morning, catching up with e-mails and in the afternoon meeting Prs and brands representatives and visiting showrooms - actually going out and getting my content or I'm traveling or shooting. What is the best brand collaboration of which youve played a part? I really enjoyed a high fashion brands windowdressing event in Milan last season and this season's Lomography follow-up. I also loved working with another designer brand to design my dream piece - a biker jacket with a hoodie inside. What does your best PR relationship involve? It involves exclusivity and trust. Its important to me that projects I brainstorm stay between us and do not get rolled out to incorporate 10 other bloggers. the best relationships are friendly yet professional. A good Pr knows your blog, checks it regularly and never pressures you to cover that which you would normally not. For example, if a Pr pushes celebrity content on me, I know that they've most likely never been on my blog and that makes me less keen to accommodate them. What has been your worst experience with a PR or social media representative? there is one brand that's now twice invited me to their show, given me a standing ticket and tweeted that they're excited to have bloggers at their show and then not let me into the standing section! twice! I've also had a Pr rip off a campaign concept that I brainstormed point blank it was in my early days before I'd ever heard of a little thing called a non-disclosure Agreement. What is your policy on linking on key terms within your blog text? I always link out to brands and other bloggers, but I don't link key terms for sEo purposes. on the topic of linking, I find it very frustrating that brands and publications never link back to us. It's great to get a namecheck, but dismay follows when you see that your site name is just in plain text.

Kristin Knox
theclotheswhisperer.co.uk

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Image courtesy of Vicki Harvey

the mAgpie girl

"It is very important that my blog stays true to my personal tastes and opinions and everything posted is original, unique content."
Vicki Harvey How did you begin blogging? I read two fashion blogs for a few months before I decided to start my own. I researched the different blogging platforms and then went for it. What does your working day now involve? I work full-time as a fashion agent assistant, so have to fit in my blog work around my day job. For an hour before work, on my lunch break and after work, I reply to Pr e-mails, advertising enquiries and reader questions and update my blog, twitter account and Facebook page. I spend a lot of time styling, taking photos and editing them, so am also constantly researching trends and photography ideas. What is the best brand collaboration of which youve played a part? I have worked with a high street brand for the past year or so, and like that they keep me updated with new projects. theyve invited me over to press events and fashion shows in London and as I live in northern Ireland have been good enough to reimburse my travel expenses. What does your best PR relationship involve? regular e-mails about new projects, new collections and a friendly relaxed tone of conversation. Look books and vouchers sent by post for me to blog about are also well-received.

What has been your worst experience with a PR or social media representative? Last year I was contacted by a company wanting me to run a giveaway for them from one weekend to the next. However, on the Monday they told me delete my blog post because they hadnt got official word that the giveaway could go ahead! they then asked that I re-post the same giveaway a few days later and I refused on the basis that this was unprofessional and would confuse readers. the company never responded to my email. What is your policy on linking on key terms within your blog text? I have only ever done this once before for payment. I would not make it a regular occurrence and only agree to text links if the text is written in my own words. It is very important that my blog stays true to my personal tastes and opinions and everything posted is original, unique content.

Vicki Harvey
themagpiegirl.com
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fAshioN AND viDeo

A Word From Our Partners

FAt sAnd ProductIons

LIVE-strEAMIng once invite only A-list affairs, live streaming is now opening the doors to exclusive events allowing the general public to watch events unfold via brand websites. this can be simple to execute, relatively inexpensive and offers great content with which to engage fashion fans on social channels while driving traffic to a desired online destination. Example: We recently managed the live stream for the Elle Style Awards38, and Burberry has made a name for itself as an early adopter of social media technology, live-streaming catwalk shows on its site.

IntErActIVE cLIcK tHrougH VIdEo Video advertising no longer needs to come in the form of intrusive pre- and post- roll ads. this new technology has helped many fashion brands recognise the direct power of video not just as a marketing exercise, but also a direct sales tool. by enabling the viewer to buy an item of clothing they see in a video at the click of a mouse, retailers have seen dramatically increased roI and direct engagement39 from the types of consumers they want to target. Example: Nike used this functionality in their 2011 Lookbook40, offering viewers the opportunity to buy items featured in the film by clicking through on highlighted links.

Product AssocIAtIon Many brands use fashion as a tool to associate with on-trend products. How many times have you watched a music video and wished you could find out what jacket/hat/dress Kanye/ gaga/Adele is wearing? by overlaying an interactive layer, labels and brands can point consumers directly at their products and tracking becomes extremely easy. Example: We worked for a big name mobile phone brand recently to raise awareness around their product. To do this, we filmed semi-nude models wearing spray on jeans41 in central London in order to demonstrate how small and sleek their phone is with the tagline: No visible phone lines. And another big name phone brand linked their product to a bespoke menswear designer showcasing how the handset itself becomes part of the look42.

Joe Coyne, managing Director at fat sand productions offers advice on the type of video content fashion brands should be looking to create in order to attract attention online.
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the way customers consume media has changed from reacting to what we are shown into a much more proactive role. We all have control over the content we consume, choosing what we deem to be worthy of our time. the old adage that content is king is more relevant than ever as brands fight for attention in an increasingly cluttered space. Whereas once we saw brands simply digitise their tV ad for their website, hoping to gain traction solely by having video, brands now need to be smarter when creating video content. thankfully, the costs of producing video have reached a much more achievable level, and its now possible to be much more reactive with your video content working to turn-around times that enable content to be topical for bloggers and for use in social channels. For example if a celeb is spotted wearing a certain look, a label can quickly shoot a piece of content to ride the hype of the story and retailers can communicate their sales and special deals in a much more dynamic way by creating quick, easily digestible videos that target specific audiences.

New technology is opening up channels for fashion brands to interact with their viewers

In all of these instances, working with bloggers to consult on and create content could give you a competitive advantage when it comes to outreach, as influential brand advocates will already be invested in the project.

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Image courtesy of Carrie Harwood

Wish Wish Wish

Carrie Harwood
wishwishwish.net
How did you begin blogging? since I was 13 Ive run websites either to express my love for my favourite band, or as a diary, so blogging was a natural progression. Id read blogs, thought that Id like to share my photographs, ideas and favourite things in the same way and didnt see anything similar to what I wanted to do from other uK bloggers. What does your working day now involve? As I am still a student, I have to juggle my blog (which could easily take up the time of a full-time job if I let it) with my studies. I will usually take pictures for my blog on my days off, and post them in the evenings. I reply to the hundreds of emails I receive every day whenever I have spare time usually in class! I attend blog- and press-related events in the evening after I have attended university. Its all very hectic! What is the best brand collaboration of which youve played a part? one of the best brand collaborations Ive been involved in was when I was asked to dress the windows of a wellknown high fashion store on bond street along with other bloggers for an event. seeing my name on the window felt like such amazing recognition. What does your best PR relationship involve? It is imperative that the Pr person getting in touch understands you and what your blog is about pitches should be relevant to what you would write about, so blogs must be researched. Meeting the person faceto-face so you have mutual respect for one another is also a plus a personal, friendly approach is key! Also, a degree of flexibility in what they are pitching would be appreciated, so it can be tailored to the blogs individual needs. What has been your worst experience with a PR or social media representative? nothing in particular comes to mind, but I am put off when the emails are particularly cold, and when I feel pressure to post exactly what they want me to post, without any flexibility. repeated Have you posted about such and such yet? emails arent appreciated when Im extremely busy! What is your policy on linking on key terms within your blog text? I will only ever do this if Im genuinely interested in advertising the product or service that Im posting about, as I have to maintain my integrity. I have only linked key terms after being requested to do so on a couple of occasions.

APPEndIx

1. http://icrsng.com/gVe6eV 2. http://icrsng.com/gtPnnQ 3. http://icrsng.com/guga43 4. http://www.myfashionlife.com/ 5. http://www.thebudgetfashionista.com/ 6. http://www.stylebubble.co.uk/ 7. http://icrsng.com/HaLei1 8. http://icrsng.com/Hgx2h8 9. http://kingdomofstyle.typepad.co.uk/ 10. http://bangsandabun.com/ 11. http://icrsng.com/Hg8fnx 12. http://thebloggess.com/ 13. http://icrsng.com/gsZHLK 14. http://icrsng.com/gVelxo 15. http://icrsng.com/gugxf8 16. http://icrsng.com/HaLHkj 17. http://icrsng.com/gtPx4Z 18. http://icrsng.com/gugdtt 19. http://icrsng.com/Hb0yy2 20. http://icrsng.com/Hg8fnx 21. http://icrsng.com/gtK381 22. http://www.bitchbuzz.com/

23. http://icrsng.com/gVedxw 24. http://icrsng.com/gugPcH 25. http://youtu.be/5wF2M0oxJAc 25. https://www.tumblr.com/ 26. http://pinterest.com/ 27. http://instagr.am/ 28. http://icrsng.com/Ha13Vd 29. http://icrsng.com/gVelxo 30. http://icrsng.com/gt09JM 31. http://icrsng.com/gWAFdz 32. http://icrsng.com/gV6xgd 33. http://icrsng.com/gWALsu 34. http://icrsng.com/gWicdH 35. http://icrsng.com/Heg1Wt 36. http://icrsng.com/Hg9rjQ 37. http://www.fatsandproductions.com/ 38. http://www.elleuk.com/ellestyleawards2012 39. http://icrsng.com/gxzxjH 40. http://icrsng.com/H8rKvE 41. http://icrsng.com/Hegp7o 42. http://youtu.be/zAwfqy319bg

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About IcrossIng

iCrossing uk is a digital marketing agency specialising in data-driven strategies to build connected brands and create great experiences.
We blend best-in-class digital marketing services including paid media, search engine optimisation, creative and content, web development, social media, ux and research and analytics to create integrated digital marketing programs that engage consumers and drive roI. icrossing uKs client base includes global brands such as the coca-cola company, the LEgo group, Virgin Atlantic and Lg Electronics, and with a strong expertise in fashion and retail we are also proud to work with leading apparel brands including John Lewis, Lacoste, ugg and tK Maxx. icrossing uK is part of global marketing agency, which employs over 750 staff in 18 offices around the globe, including 125 staff based at uK offices in London and brighton. icrossing is a unit of the Hearst corporation, one of the worlds largest diversified media and information companies.

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http://www.icrossing.co.uk/ http://connect.icrossing.co.uk/

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