fashion bloggers and brands
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fashionbloggers&brANDs
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IntroductIon 4iciFahi&reailEiJ-aFeheimpae
wkiwihahile
contrIbutors 6theahileehihek
Q&A JeHlme 10 LaeiiaWajapel 22
Aere 32
KiiK 42
VikiHave 46
caieHaw 54
tHEEVoLutIonoFFAsHIonbLoggIng 12bleJeHlmewhheahilhaemeha
impameimihei
WorKIngWItHbLoggErsdosAnddonts 20FahileLaeiiaWajapel'pipa
cAnbLoggIngbEFInAncIALLysustAInAbLE? 24oeheuK'pahilelihelipai-e,
paehipaaveii
bEyondtHEbLog 34olieehllecaesevillaepleheeeapaehipplaeiialafieewk
Third-Party Contributions:
FAtsAndFAsHIonAndVIdEo 48Jece,MaaidieFasaPi,hemaiaeahiaa-pevie
APPEndIx 57
AboutIcrossIng 59
CoNteNts
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By Jo-ann Fortune,
iCrossing Fashion &
Retail Editor
sialeaiiaalwhe
imeahi,i
pie ha he wh
el-plihiiealie
ialmeia haha a he
impahee.
the ie ahi li
hahelpe emaiea
i pevil lke-
i a velvepe. Fahi
le whlwah
a fie, appeai i
i a ampai a
am eleiie a e-
eehepaehep
ahiile.
I wk a ahi
a, maki hee wie,
phaphe, li a
ei lleae a
helppeheeie
eaeme hae a
makei eam he ,
a he likhaail
aailiea.
bhelikwillalwae
hehepheake.
Ma he ee ha
me wih wki wih
hih-plele a
ava, aiee eah,
ialeaeme,ifeial
iiala
ameaewwille
e iviile he me
a eve he l ik aal
aa.giaea
lik wih havi eae
iia ieeiveae
ik ie whih l
leaeaivepliia
eie.
J like a peial
elaihip, a ee
iveleaeawie
a a lik hem i a
wahaaal,iqea
appeali h he wie
aeae.
A hi i wh ici
elieve eah aivi, ha
empae l ik ee,
elie p a eaive iea,
ea e a
elaihip haaei
iilaieahhe.
Wih hae he gle
al ihm, ili he
Paapae1,ii
gle+aahhipel
ieah2,he eeappea
ahei i emi eve
meimpa,whakei?
take me ip m he
lehemelve,whhee
eplaihwhewawk
wiha.
"...iCrossiNgbelievethAtsuCCessiNoutreACh
ACtivity,thAteNCompAssesliNkbeNeit,reliesupoNACreAtive
iDeA,greAtCoNteNtANDstroNgrelAtioNshipsthAtCANNotexist
iNisolAtioNoeAChother."Jo-ann Fortune
WorkiNgWith
fAshioNbloggers
WorkiNgWith
fAshioNbloggers
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CarrieHarwood
themagpiegirl.com
VikiliveinheIelaawkll-imeaaahiaeaia.
Hejeqiehe
elaleeahahia
phapheahi
iihimhea
ipiailp.
Q&A>p46
wishwishwish.net
caiehaweieiehewa13,alahehewahilwhe
heeaaFahidei,
sli&Pmie.
Heleelw
cmpaMaazie''bl
wihheMgePhaph'awa
Q&A>p54
VickiHarvey
theclotheswhisperer.co.uk
o-eaeKiiplihehekaAleaeMQee
aeheeie'eah,
alaheheeile
'clecawalk'i2011.
Helvehih-ee
hih-ahi.
Q&A>p42
KristinKnox
CoNtributors
littlebirdfashion.com
Awellaihew
pealahialiele
l,pive
imeaweek,Jeelal
ielp
amehihee
ahieaileweie
aahimaazie.
Q&A>p10
mademoisellerobot.com
Laeiiaaehela
awailaElih
pliwhehemve
LmPaii2007.
shehaiewie
..k,sli..ka
glammaazie..k
ameaew.
Q&A>p22
LaetitiaWajnapel
JenHolmes
befrassy.com
Pai-aeahileAeealiaaeaivelei
heimeaaea
dhamuivei.she
wwkll-imeaa
le,eelaewie
aphaphe.
Q&A>p32
AudreyRodgers
The Bloggers
7iCrossing April 20126 iCrossing April 2012 FAshion bloggers & brAndsFAshion bloggers & brAnds
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9iCrossing April 20128 iCrossing April 2012 FAshion bloggers & brAndsFAshion bloggers & brAnds
A
littlebird
toldme
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How did you begin blogging?
I'veeemei
mea.Ae
mliaaAmeia
aill,Iealieha
heewaawhlemmi
peplehaiheile
aIeiejii.
What does your working
day now involve?
I'maeelaewie,m
aaeqiepeiale!
Iallakeah
ihemi,heIl
ewiimmek
ahme,viiiliei
Lwkiia
eheehea.
What is the best brand
collaboration o which
youve played a part?
Iwieaweekllp
amajhiheeeaile
whihIlve,hem
eiiepeieeI'veha
waiiihewa
ahih-pleahihw
ihppieKeli!
What does your best PR
relationship involve?
I'veemeeaie
wihaewPrpeplewhih
iailliaaia
peialelaihip.
Ilveeikw
pepleaeallappeiae
eieieeaaielipii.
What has been your worst
experience with a PR or
social media representative?
I'veevehaaealleile
epeiee,meaeie
aewellehiwhei
meleeah.
Aeilleihe
'eale'e-maileea
eehee!
What is your policy on
linking on key terms
within your blog text?
Ihavealeaaeaile
ilaimemlha
eplaihwIappaha
mapmi
hel.Imeimee
aliaelikhaveeveaepepameiea
kewlikiap.
Jen Holmeslittlebirdfashion.com
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tHEbIrtHoFtHEFAsHIonbLog
By Jen Holmes
ahi l appeae
liei2002.Ioe
haea,aailewawie
theAe3hampii
usahilnewyk
Fahibl,giaswll,
Pimp! ashesheMe a
iheuK,mahilie.m4
walaheimi-2003.
thee eal ahi lpve hel ifeial
he wh llwe, ei
peal pii ahi
a ivii eae
mme.bwhileheeaea
haleamplea
wkiwihahile
Kah Fie m
heeahiia.m 5wa
ivie newykFahi
Weekisepeme2003i
heeala, le wee
laeliehei.
I 2006, saa La
emee a e ahi
li ewhe
he lahe slele.
.k6, hai he peal
le, eie iveie
aahi ip. Heiqe
lk a imal e wa
aai ha
vii,aiFea2009
sieltheoeve7haeie wee eii
akee:Imalwaamaze
whehelhaaee
eie,wheheallme
ahaaeappeaihe
iehevel k,
ha Vehaveallei
hellei.
I Mah 2010, sie le
he a j a he maazie
daze&cepe
a li aee ll-ime.
sai I ee he
pliai ah,I
haveapliaieeiall,
wa ai hime, he
lbieahi.m8.
sie,whelwaa
a 25,000 vii a
a,wa e he uK
le peial,
a he ha emee he
pii a e he m
pmieaelevavieiheahii.
anc w Jnh nanAlbdtdm,n f awand aacn 30,000 awan.sawa n and.hawanaccanandnnd.
theevolu-
tioN offAshioN
blog-giNg13iCrossing April 2012FAshion bloggers & brAnds
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15iCrossing April 201214 iCrossing April 2012 FAshion bloggers & brAndsFAshion bloggers & brAnds
Miea eplai: y
ajhwa plie
aepepeplei
ialewkaewa
hiimhep!
bleweeamme
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meiaahaveilphe
aiee plam h
a twie a Faek
a imple lik hei lae
pleeee
ha llwe aaeae e ae
hi pe aei have
e lk i ial
llaai whih pla
hh hee ewk,
aheha(awella)a
lemaiie.
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ye while he mmeial
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ewihme,he
ahi i wa lw
jiheiialmveme 11.
Pr l le l
whawaeiaiahei
lie,iejilie
veai a aa aew aiee iiall-
avvme,he e
le ieheap
eweeaame.
bl have a maivel
vaie aiee ha m
a l eve ae
wih pei va m
me,Mihelle eplai.
Aveii a l will
eve a mh a i a
pliailikeVeElle,
eheieahimpaale.
KellFamel,whwiethe
glamai, i e ahi
lewhhamaeaaee
m wki wih a wieaeahakhe
maiaeheiiei
kwlee a eai a
pealwiile.
youCANtJustthroWApostoNliNeANDexpeCtpeopletoiNDitsoCiAlNetWorksAreourWAyoshoutiNgitrom
therootops!Muireann Carey-Campbell, bangsandabun.com
Imagecou
rtesyofJenHolmesorIgInALAPPEAL
A he ahi i i
il iaeile,
avi eae ahil
wee h iial,
eieehaee
mehi hel
i heahipe. rahe
ha ei l wha wa
i a maazie ei,
l eae ii
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hwae a vaie
hape,ize,aeaae.
Peple like eei lhe
eal peple, ahe ha
mel all he ime, a
Mihel le Hawel l m
Kim sle9. bl
epee ealii e
- I aea Ve aee ieile lhe
al99%iiwihi
meah.blhwpeple
lki aweme i viae
a hih ee a ha
ealleai.
Mieacae-campell
baaab10aeeha
heeal-ilelemeike
hee ahi l:
Peple wa kw hw
heilw heeep
he ehe awekw hee a aheii
ii.shehaaveheel
week ake a
pie, he ha
phhppeheel.
socIALMEdIAsIgnPosts
theevelpmeplam
likeble aWpe
ha mae li eaie,amapheaae
likeheiPaealele
a ee wheeve
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ehlial avae,
ial ewk have ee
he iee
male.
"peoplelikeseeiNgClothesoNreAlpeople,rAtherthANmoDels
Allthetime."Michelle Haswell, kingdomofstyle.typepad.co.uk
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17iCrossing April 201216 iCrossing April 2012 FAshion bloggers & brAndsFAshion bloggers & brAnds
tHErIgHtbALAncE
Alhh i a e il
alae a iepee
eewih a paehip,
ahilehave pvehaipileemea
i peial whil
maiaii he w--
eahpepeiveaiae
vie ha make l
appealiheieae.
thee iepeeplihe
ae lki mpee
wih eplae aiial
ahi pe, ahe
ave hei w pae
a le whih efe he
mvewamepeal,
pe a, pehap mimpal,iale.
ImagecourtesyofLaetitiaW
ajnapel
brAND/bloggerrelAtioNshipsNeeDtimeANDeorttothrive,ANDAbADexperieNCeCANbeDAmAgiNgorbothpArties
Jen Holmes
Kell l,ami,
iei, i ew a
peek i he peal lie,
whih epel eeive
a milli pae
viewa mh,ia i aw
Pr epeeaive a
meia aeie. b he
ae peial kill e
a heplehe i
llaai ae eqall
aaive, eei he ei
mmiie ei a
haa l leahe
mpa cah, mel
Feve21awkaali
mahih-pleame.
Fahileaeleala
pplaemakei
a.bamea
meleappeahe
ee, mpaie ee
eeleive awhhe
wk wih a hw he
wkwihhem.
ba/le elaihip
eeimeaehive,
aa a epeieea e
amai h paie
whe theble12 eeive
aemailmaPr mpa
hpieemeveae
hei lae elei p,
heieehemhe pae
he ie ha eplai he
pli elei eae13.
the email veai ha
he k plae hihlihhwimpaiimeia
aPraeieea
he a l ee
aiiei.
sel le lla-
ai ae he wh ih
e iial iih i
a llei ampai,
eve help hape i,whil
eaiia ai elivi
wki wih ele
lehaehea.
F eample, cah m
ee le llaai
wihEmilmFahiFi
ga14 aiea heam
veae m hlie
a aiialahi pe,
ili biihVe.A
iheeai,biih
beablewaivie
pe he ih i selie
eeJMaleewa
JLvemelie,vei
he ihpelive15aelivelhel.
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mAdemoi-
sellerobot
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Do:Nurture your relationships
with bloggers as you do
with journalists
Journalists arent intrinsically better
or more useul than bloggers, or vice
versa - both sets should be treated
with the proessional respect they
deserve. Developing personal, riendly
relationships with bloggers will result
in much higher quality content and
better coverage or your brand,
product or campaign.
Don't:Pitch a project to a blogger
as something that will grant
him/her exposure or trafc
You cant expect someone to work
hard styling, writing or photographing
or ree. Exposure and trac dont pay
the bills, and neither do ree clothes or
lunches. Collaborating with bloggers
should be about mutual respect:
paying a blogger or a job means a
lot more than sending a handul o
people to their website. And while your
brand may have a huge ollowing, its
important to remember that bloggers
produce the type o independent,
personality-led content that people
are more likely to engage with.
Do:Allow photos
Blogs are widely read because they
oer a personal point o view on things,
not or their use o PR shots, so i youre
holding an event, allow bloggers to
take their own photos. Good bloggers
will always be on the hunt or original
content that sets their site apart rom
the hundreds o others out there, and
wont allow PR representatives to
control what they post.
Do:Set aside unds or blogger
collaborations
Pairing up with the right blogger can
greatly enhance a brands credibility
online, but this comes at a price
and no proessional blogger will get
involved with a brand who doesnt
oer compensation. For some o
us, blogging (and its oshoots) has
become a ull-time job. As a blogger,
it is imperative to remember the all-
important ull disclosure when such
deals take place.
Don't:Forget lead times are much
shorter or 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
specic event or bloggers nearer the
date? Always keep in mind blogging
is about being in the now so think o
blogs as very short-lead publications.
Do:Make sure you do your
research beore reaching
out to bloggers
Find out which bloggers are the
most infuential within a certain niche
and get in touch with them. Not all
bloggers are right or your brand and
not all brands are right or all bloggers.
I cant stress enough how important it
is to actually read blogs everyday, not
just skim through the usual suspects.
Don't:Be a sheep
There are enough bloggers out there
to not have to use the exact same
people as your competitors or a
campaign. I you want a campaign to
be memorable, you have to stand out.
You dont see cosmetic brands using
the same supermodel to ront their
campaigns, do you?
Dos &Don'ts
WorkiNgWith
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.
The right approach is essential
to building long-lasting, proftable
relationships with bloggers, so here are
my best-practice tips
laaWajna,jna,andcadacnanndaanwww.ad.c,awnw.
20 iCrossing April 2012FAshion bloggers & brAnds
16
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How did you begin blogging?
Iwaawameeak
wiiiwajah
eiwihqikl
eameall-imeaivi.
What does your working day
now involve?
geeallhemiae
pewii,heihe
aeIeple-mail
ameei:thee
aivlveahim
aealkwihem
lilie,imal
eewihaPreme
ppeewihheia
happei.Meeha,iiamih:we
iewlleia
hemvealka
hwIahelphempme
aillei,aala
hhml.
What is the best brand
collaboration o which
youve played a part?
Imelwkive
lelaala
algemaa,
wiiheila
aviihemhei
eiialae.Iwap
ihwihhempa
hepewhwai
heiPraheimehe
weelkiaeiial
laaIwe
hhaieviewpe.
Ihikhellaai
wkeae,hakm
iiekwleelie
ahialiemeia,Iamaleiveheahe
ihvie.
What does your best PR
relationship involve?
beiielem
mailIhavewa
aalliwlh
wihaPremivae
wkwihhem.theme
elevaimaiIe
aheeaeaehe
pIhave,heee
heeIape
ai.
What has been your worst
experience with a PR or
social media representative?
oliemakeimpaie
whalemailme
akiplaepe
pmie,lik
heilie'weie.Ii
evaleheeeal
amehepeple
I'veealwihhavehaa
veaaiewa
le;lkiw
himmeiawhile
ieheiliele'qiewk.
What is your policy on
linking on key terms
within your blog text?
IiIievale
hee.
LaetitiaWajnapelmademoisellerobot.com
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onukandnwawww,andwadnaaadcanawa
CANbloggiNg
befiNAN-CiAlly
sustAiN-Able?
Whe i me ahi
li, hee ae w h
pi evee lip: j
hw eal make
me m l?A
hwmh?
the awe i amliaee
a ami a he apil-
evlvimeimiel:ja
eahleleaheimpi
ieaawl
ae he ame, w e
ie ae alike. ye while
heeail-aeeame
a e, hee ae ma
wa leie li
iapeialpi.
trAdItIonALAVEnuEs
Iheeii,iwaae
a.olieaveii
mpaie pe ahi
li eal a pe,
ei le he ame
ppiie a lae lie
maazieaheweie
plae hei heae a
ieawihaveapli
he evee.slwl, aa
lime, e wl ie
he ave pa- eepi
m 0.50 pe mh a
whppi3.theewaal
aliaemakei-pameileaa
aleivemheiweie
-hawaai.
the, el evehi
hae.smeleea
mma eaehip
pawihhepiepee
ahimaazie.Peii
ilehieeelele
ape hei ei i
aiahw17,aewele
le wee pppe i he
w a Fahi Week
a he hih-ple
llaaiweelle.
beae li i eall a
meaae,aheha
ae i iel,he le
whemee ahe e
he mmeialie pak18
weeheewheheiie a plam a
hemelve aleveaehei
kille,eili,h-
i,melliwii.F
heime,aavewa
ple aa lem
valalemmi19.
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ImagecourtesyofCarrieHarwood
27iCrossing April 2012FAshion bloggers & brAndsFAshion ebooK26 iCrossing FebruAry 2012
cLIcKtobuy
thahaeameihe
mheelilew:lik
.ulikeple,whihi
ilqaiahee
makeaaae,wihme
amealahi
e-lahiheie-mmee
ie,lewihiia
llwi eame ivalale
palp.
Al ie a eve me
phiiae a l
aliae makei aea, i
haei lik , he
le emee a pve
a ewki phaipwe peeee i he
wl pi meia a
aveii. ble l
w p a meei
eai ieale p
aalaleive.
Top Tips For The
BrandsWith so many fashion blogs out
there, how should brands go about
choosing who to work with?
Match up USPs
Look or someone whose vision is aligned with that o the brand,
rather than choosing a blogger just because theyre amous.
Identiy why you want to work with a blogger
Are your objectives brand alignment? Rebranding/cool actor? Tra-
c? Exposure? Tying this down will help you identiy the right t or
your project.
Dont use and abuse
Dont rely on the blogger to devise a collaboration or you, i.e. do
the consulting, unless youre going to pay them or this. Decide how
exactly you want to use the blogger and then target the people who
could best ull the brie. Theres nothing worse than a brand picking
up three or our bloggers, meeting us and picking our brains or a
project and then making their decision to hire only one, having e-
ectively wasted the others time.
tHEtIMEtoInVoIcE
sel, a wae
leeaeiallki
makei aiviie20
a mh lae ale, m
mel li i ampai ,
hh peei a
eii eve hi,wihaee,ile
iea wih he peie
aiai a pee.
Hweve, a he ample,
peme,eeip,meala
laeiepi
aheahi,le
qikl leae ha 21
e h: eeie pahee.
Whileheemale,
heipleaheie
ie mhm,
eei-appe ealiie
ehele peie: lie
makei e ha
ewelle empaheeve-limiaaehe
ahi le. the ee
ple aie, le
eee a ha e i
whihae.
"AsthesAmples,reetripsANDmeAlsCoNtiNueDtopouriNANDtheCAshDiDNot,bloggersquiCklyleArNeDthAt21stCeNturytruth:reebiesDoNtpAythereNt."
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ImagecourtesyofCarrieHarwood
29iCrossing April 201228 iCrossing April 2012 FAshion bloggers & brAndsFAshion bloggers & brAnds
don'tQuItyourdAyJob
swhileheemeeehe
leae mapeae
maaleawl-e
le ha hipaime ha
emeavialeaeepi,
heaihaheme
le aeie k
emai,im ae, ihe
ileii.
theeihepeeehe
eihwaja,hahea
eam ipave i
eeaavhe,like
heeheahii,
amhhemeiawl,
i a lkaha-wki
ewwhmaae lha
eamiaeali.
s he hiki
ivi ll ime li
a , I a hi: qi
a j j e. the
lphee, ae all, ii
i elaive ia a wh
kwwheeii.Jaqiklaiame,il.
Aii e, llela
ewaiihaa-
mhl pa-hek a
hepmieheeivie
hamaeveme.
Top Tips For The
BloggersWhat challenges do bloggers face in
making money from their blogs and
professional proles when working
with brands and agencies?
Aim or exclusivity:
As brands/agencies look to maximize their own prot, it is more lucrative or
them to broker deals lumping our or ve bloggers together on one project,
which eectively dilutes your payment. Why pay one blogger 3K when you
can get three bloggers (and thrice the trac/exposure) or 1K each? Always
demand exclusivity i you can.
Keep on top o your accounts:
Be sure to stay on top o all your invoices and know your rights to reclama-
tion o unds as a reelancer. Some brands think they can get away with
taking up to six to nine months to pay, i 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 o 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, rst-class travel, exorbitant ees. 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.
cALLMyAgEnt
th he li ae
wa.blefke
maj melli a eaive
aeie, a iial pei
maaemempaiepa
iai.theaeie
haheapip(
aeaale 20%, e),
a he el-mae ai ale
eemeepeeiwa
ihappei.
b like all ai ale, he
p l aaiw e
me wiha avea w.
siiwiha ae e
aaee ika
a eve meahe ppie,
ili he ppe
li wk he
leeeiehe
awihiae,
liajeaeee
aehih.
Fhaale
alike, heae epee a
imiihiheam
he iepee ahi
le ha wa heappealehi he pheme i
he plae21. bee, a
ahaiwea
hi a le wk
wih wheaeiea
amahmake.
Alhhhi eamliehe
pe ei a
paiiaheeaela-
ihipwihaileel,
m a a pepeive i
i al limii. Like Hll-
w i a eei, hei
ieewaaiahe
a ak , a ae
iall ee he ame
e ie mwhih
he, a a a el, he
lpheeaeelaae
ahaliivial.
"likehollyWooDiNAreCessioN,thebigbusiNessesWANtAbigstArtheyCANbANkoN."
-
7/29/2019 Fashion Bloggers and Brands
16/33
be-FrA-ssY
-
7/29/2019 Fashion Bloggers and Brands
17/33
How did you begin blogging?
Iealiaaeaive
leimimeaa
eadhamuivei.
Iwaiave
aiialeee,Elih
Lieae,awaea
eaivepjehaeie
iepeelhi,a
Fawa.
What does your working day
now involve?
Iamall-imele,m
aiphaphi
,meeiwiha
epeeaiveaepli
emaile.Ialwk
aaeelaewieaphaphe,amaiai
mliee.
What is the best brand
collaboration o which
youve played a part?
theeallaai
aeheehaivlve
wkiwihiivial
haepeheaha
liiaie.s,
aallmpeaime
mime,mlpae
ahepmialvaleI
ivea.
What does your best PR
relationship involve?
Ihikaleveliehip
hleiiawki
elaihip,ame
Prelaihiphaveevlvemaale-maileal
iehip,iwhihwea
maleiaeem
aalmeeaeh
ie.Prialla
ewki,aalhe
peplehawkiPrae
veial,aIhiki
impaeiehem.
What has been your worst
experience with a PR or
social media representative?
Praiaaeell
emppmie;hea
lea,aaeei
meampeaia
heellaai,
meimehellw
hh.Alpeplewh
wkiPreelea
eiiahevem
heihai,a
eemail,
aiaiheaei
aavjai
.Ivewhave
paieehiivial
aeellaaewih
Prepeeaivewhee
viewleaie
peple,ahehalih
ilwhwill
ahiaak
eelhe.
What is your policy on
linking on key terms within
your blog text?
Iwillhappilpimieke
emwihimle
aihehave
elevaemlaI
ammpeae.Iee
iveaeeplii
mlheemea
ehae
mepmeaa.
"The best brandcollaborations are ones
that involve working withindividuals that respect the fact
that blogging is a business."Audrey Rodgers
AudreyRodgers
befrassy.com
33iCrossing April 2012FAshion bloggers & brAnds
-
7/29/2019 Fashion Bloggers and Brands
18/33
Casaajnaanddcannnndaandcn.snddnnwnaaznbcbzz.c22n2008,andawnaanncanawannncadaandnw,andandpranc.
cae el wk a he
eh epe a hih-ee
eaileFaekpae, a
hee lie he peial
eeeiwiha
le eaehip hh
heivaiialhael.
be-
yoNDthe
blog
-
7/29/2019 Fashion Bloggers and Brands
19/33
ImagecourtesyofLaetitiaWajnapel
ImagecourtesyofCarrieHarwood
37iCrossing April 201236 iCrossing April 2012 FAshion bloggers & brAndsFAshion bloggers & brAnds
theaeheweiia,
aialwihhiime
eeivehahiaaii.
twee,likFaeka
ial veae aii
aeieailjavalale
a wie veae, a i
impaemaehia
viewialmeiawihheame
impaeale.
VIdEo
Ma le a l e
evie like yte
a Vime make vie
p (meime al le
vl). Fm hw-
iial vie24, he
eve ppla ahi hal
whee le hae wha
hevephaeaee
hppiip,heeviewi
p, le eae
a me iee le
vie, epei he
aeheil.
Ialelve vie
p, hi ia aai a
eaivewawkwihhem
aeaheaheaiee
hei.Whpe
heivie iviihem
hp hei e
hppi hal vie, pvie
hemwihpei
hei eea ial,
eveiveawaiampeii
vl? thi i a mh me
imaiaive wa wki
wih a le ha impl
eihemapihe
pahpiieviewe,
eve eqei a pae.
I eai, i ieei,
aeailieaeihei
eiiale-hwie
aee.
"iAbloggerlovestoDoviDeoposts,thisisAANtAstiCANDCreAtiveWAytoWorkWiththemANDreAChyetANotherAuDieNCeotheirs."Cate Sevilla
Eai wih a le
aiee ee a e
hei l urL, a ma
have ha (i ea he ha)
llwe hh hei
ial ee h a twie,
Faek, yte a
ppleme l
mei hei peial
pleaewk.
Eplialeaiveavee
a eaive wa eah
ae aiee
lie l help eapeae eaeme ewa
a.
FAcEbooK&tWIttEr
thewm pplaial
ee ae Faek a
twie, whee a a a
eail wk wih a le
impl emme
mei a p eve
wih a lik, wk a
me i-eph ial-ae
ampai. smeime a
lehwie eview he
l i eea a ia
leimplwee ali k
a lie eaa, a
ahilaellaeei,
iimmeiaeleehei
l lwe a a mea
maiveepeaa.
A me ami wa
eahi a l aiee
hhheiialeei,
eample,mpeii
hh Faek23 a
twie, eae veai
hh haha, weee
ph wih evie l ike
Iaam a miai
all heave.thikie imple rt wi
ampai h ie a
hakeepakiieal,
aleaealwakee
mehiew, epeiall
iielivehem.
-
7/29/2019 Fashion Bloggers and Brands
20/33
Image
courtesyofLaetitiaWajnapel
39iCrossing April 201238 iCrossing April 2012 FAshion bloggers & brAndsFAshion bloggers & brAnds
EVEnts
Implemei he pee
miai h lie
afieaeiieal,a
havialehaeve
evei33aeaeelle
waeahalelie
mmi, a well a heilleae, i pe. Eve
allw a i hei
pealia vale lie
iawahaaeil
epliaelie,ahavi
i he a le i a
ivaivewamai
hewieaaimiehe
iialaphial,hefie
alie,heaiiala
heew.
Wheheheaaheh,
peake34,dJ35alah
papeialeve,wki
wihaleihiapai
aw i aeaehe
aeae hei llwea eae, al he
aei hei a
a ellw le wh
will hpell pvie wie
veaeheeve.
Aa aephh36,
ieaahahahe
eve a a le-he
paiaiqea
livelevehlieai
eallie-aiiheee
hele,aea,
e,heilie.
ImagecourtesyofJenH
olmes
AddItIonALbLogs
seviehatml25a
Piee26 ae ee
le aa ppleme
heieall.oielike
tml, a le a p
ph hi haipie
hem,whahewehaa,
whaheeeip
,wiheeiwiea
eielpwihi.
WheheiaqikIaam 27
ap heve ake hei
iPheaaeve,ahi-e
imaeaphelve,
ei ile i a le
pplemealiillj
aimpaaeiile
iaaiialp.Ial
impa keep i mi
haallheeplamae
ee-imehii
pe Faek, il
eail e weee, j a a
likatmlpae
weee eve ae i a
wieiheieahei
mail.
coLLAborAtIons
smeimewee wie
eview j w , a
llaai wih a le
i he m ami a
ieei wa
wk ehe. Fm he
eai aei a
epame e wiw28
he eii haa
ahe29,iale
wh ha a izale aiee
a imila vale
aaleaaieil
eleahampai.
Fahi le ae qie
e ake h hih
ee eaile aepeive
haa lael al ike
llaae wih hem, a
me ieei ampai
haveeepeihela
weaaael.
Whehe i melli a
lkk30, phh31
eaiheiwjewelle32,
whe a le i ake
wk hi level wih a
a, i al, i m
impal, a e-e waeeiveiveae
ahamheielie
zza ieemhei
mai l, ial ee, a
aheiialmmiie
heel.
-
7/29/2019 Fashion Bloggers and Brands
21/33
the
ClothesWhis-
perer
-
7/29/2019 Fashion Bloggers and Brands
22/33
KristinKnox
theclotheswhisperer.co.uk
How did you begin blogging?
theeweejipi
meiaaheimeIae
liiwaheih
heeeiaheeve
helahheiPa-
Iepmlahe
emmeaihe
haiwaaeaplam
ieemwii
hee.Ihaieevlve
ememlivelih.
What does your working day
now involve?
oeweai:Im
eihelihii
hemi,ahipwih
e-mailaiheae
meeiPraa
epeeaiveaviii
hwm-aalliaeime-
I'mavelihi.
What is the best brand
collaboration o which
youve played a part?
Ieallejeahih
ahiawiw-
eieveiMilala
eaahiea'
Lmaphllw-p.Ial
lvewkiwihahe
eieaeim
eampiee-aikejake
wihahieiie.
What does your best PR
relationship involve?
Iivlveelivia
.Iimpame
hapjeIaim
aeweea
elleipae
10hele.thee
elaihipaeielepeial.APrkw
l,hekielal
aevepee
vehawhihwl
mall.Feample,ia
Prpheeleie
me,Ikwhahe'vem
likeleveeeml
ahamakemelekee
ammaehem.
What has been your worst
experience with a PR or
social media representative?
theeieaha'w
wieiviemeheihw,
ivemeaaiikea
weeehahe'eeie
haveleaheihw
ahelemeihe
aiei!twie!I've
alhaaPripaam-
paiephaIai-
mepilakiwa
imealaeeI'eve
heaalilehiallea
n-dileAeeme.
What is your policy on
linking on key terms
within your blog text?
Ialwalika
ahele,I'likkeem
sEoppe.ohepi
liki,Iive
aihaaa
pliaievelikak
.I'eaeaame-
hek,imallw
wheeehaie
ameijiplaie.
42 iCrossing April 2012FAshion bloggers & brAnds
"A good PR knows your blog, checks itregularly and never pressures you to cover that
which you would normally not."Kristin Knox
-
7/29/2019 Fashion Bloggers and Brands
23/33
the
mAgpie
girl
-
7/29/2019 Fashion Bloggers and Brands
24/33
How did you begin blogging?
Ieawahila
ewmheeIeie
amw.Ieeahehe
ieeliplam
ahewei.
What does your working day
now involve?
Iwkll-imeaaahi
aeaia,havei
mlwkama
j.Faheewk,
mlheakaae
wk,IeplPre-mail,
aveiieqiiea
eaeqeiapae
ml,twieaa
Faekpae.Ipealimeli,akiph
aeiihem,amal
aleeahie
aphaphiea.
What is the best brand
collaboration o which
youve played a part?
Ihavewkewihahih
eeahepaea
,alikehahekeep
mepaewihewpje.
theveiviemeve
peeveaahi
hwiLaaIlive
inheIelahaveee
eheimem
avelepee.
What does your best PR
relationship involve?
relae-mailaew
pje,ewlleia
aielelaeeveai.Lkk
avheep
melaaeal
well-eeive.
What has been your worst
experience with a PR or
social media representative?
LaeaIwaae
ampawaime
aiveawahemm
eweekehee.
Hweve,heMa
helmeeleeml
peaeheha
ialwhahe
iveawalahea!
theheakehaIe-p
heameiveawaaewa
laeaIeeheai
hahiwapeial
awleeae.
thempaeveepe
memail.
What is your policy on
linking on key terms
within your blog text?
Ihaveleveehi
eeepame.I
wlmakeiaela
eealaee
elikiheeiwieimww.Iive
impahamla
empealaea
piiaevehipe
iiial,iqee.
VickiHarveythemagpiegirl.com
47iCrossing April 201246 iCrossing April 2012 FAshion bloggers & brAndsFAshion bloggers & brAnds
"It is very important that myblog stays true to my personal
tastes and opinions andeverything posted is original,
unique content."Vicki Harvey
-
7/29/2019 Fashion Bloggers and Brands
25/33
fAsh-
ioN
viDeoAND
-
7/29/2019 Fashion Bloggers and Brands
26/33
LIVE-strEAMIng
oe iv ie l A- li
aai,liveeami iw
peiheelive
eve allwi heeeal
pliwah evel
viaaweie.thi a
eimpleeee,elaivel
iepeive a e ea
ewihwhih eae
ahiaialhael
while ivi a a
eielieeiai.
Example:
We recently managed the
live stream or the Elle Style
Awards38, and Burberry has
made a name or itsel as an
early adopter o social media
technology, live-streaming
catwalk shows on its site.
IntErActIVEcLIcK
tHrougHVIdEo
Vie aveii le
eemeihem
iive pe- a p- ll
a.thiewehlha
helpe ma ahi a
eieheiepwe
viejaamakei
eeie,alaieale
l.bealiheviewe
aiem lhi he
eei aviea helik
a me, eaile have ee
amaiall ieae roI
aie eaeme39m
he pe me he
waae.
Example:
Nike used this unctionality
in their 2011 Lookbook40,
oering viewers the opportu-
nity to buy items eatured in
the flm by clicking through
on highlighted links.
ProductAssocIAtIon
Maaeahiaa
laiaewih-e
p. Hw ma ime
havewaheamivie
awihel
wha jake/ha/e Kae/
gaga/Aele i weai? b
velaia ieaive lae,
lael a a a pi
me iel a hei
paakieme
eemelea.
Example:
We worked or a big name
mobile phone brand recently
to raise awareness around
their product. To do this, we
flmed 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
itsel becomes part o the look42.
In all o these instances, working with bloggersto consult on and create content could give you acompetitive advantage when it comes to outreach,as infuential brand advocates will already beinvested in the project.
FAtsAndProductIons
JCn,mananDcaasandpdcn37adcndcnnananddncandaacannnn.
thewamememeiahahaemeai
whaweaehwiamhmepaivele.Weallhave
lveheeweme,hiwhaweeem
ewhime.thelaaehaeikiime
elevahaeveaahaeiiaieail
leepae.
WheeaeweawaimpliiieheitVahei
weie,hpi aiailelhavi vie, a
weeemaewheeaiviee.thakll,
hepiviehaveeaheamhmeahievale
level,aiwpileemhmeeaivewih
vieewki-aimehaealee
epialleaeiialhael.
Feampleiaeleipeweaiaeailk,alael
aqiklhapieeeiehehpehe
aeaileammiaeheialeapeialealiamhmeamiwaeai qik,eail ieile
viehaaepeiaiee.
A Word From Our Partners
New technology is opening up channels or ashionbrands to interact with their viewers
51iCrossing April 201250 iCrossing April 2012 FAshion bloggers & brAndsFAshion bloggers & brAnds
-
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28/33
How did you begin blogging?
sieIwa13Ive
weieeiheepe
mlvemavie
a,aaia,
liwaaaal
pei.Ieal,
hhhaIlikehae
mphaph,ieaa
aviehiiheame
waaieeahi
imilawhaIwae
mheuKle.
What does your working day
now involve?
AIamillae,Ihave
jleml(whih
leailakepheime
all-imejiIlei)wihmie.Iwillall
akepieml
ma,aphem
iheevei.Ieplhe
heemailIeeive
eveawheeveIhave
paeimeallila!I
ael-ape-elae
eveiheeveiaeI
haveaeeivei.I
allvehei!
What is the best brand
collaboration o which
youve played a part?
oeheealla-
aiIveeeivlve
iwawheIwaake
ehewiwawell-
kwhihahie
bseealwihhe
leaeve.seei
mamehewiwel
likehamazieii.
What does your best PR
relationship involve?
Iiimpeaivehahe
Prpeeiih
eaawha
liapihe
hleelevawhawlwiea,
lmeeeahe.
Meeihepeae-
-aehavemal
epeeahei
alaplapeal,
ielappahike!
Al,aeeefeiili
iwhaheaepihi
wleappeiae,i
aeailehel
iivialee.
What has been your worst
experience with a PR or
social media representative?
nhiipaila
memi,Iam
pwheheemail
aepailall,a
wheIeelpeep
ealwhahewame
p,wihafeiili.
repeaeHavepe
ahahe?
emailaeappeiae
wheImeemel!
What is your policy on
linking on key terms
within your blog text?
Iwilllevehii
Imeielieeeiaveiihep
eviehaImpi
a,aIhavemaiai
miei.Ihavel
likekeemaeei
eqeeaple
ai.
CarrieHarwood
wishwishwish.net
-
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29/33
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57iCrossing April 2012FAshion bloggers & brAnds
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AboutIcrossIng
Cnukadaananccanndaa-dnadcnncdandandcaanc.
Welee-i-laiialmakeievieilipaimeia,
eaheiepimiai,eaiveae,weevelpme,ial
meia,uxaeeahaaalieaeieaeiial
makeipamhaeaemeaiveroI.
iciuKlieaeilelalahatheca-cla
cmpa,theLEgogp,ViiAlaiaLgElei,awiha
epeieiahiaeailweaealpwkwihleai
appaelailiJhLewi,Lae,uatKMa.
iciuKipalalmakeiae,whihemplve750
ai18eahele,ili125aaeauKei
Labih.
iciiaiheHeacpai,ehewllae
iveiemeiaaimaimpaie.
59iCrossing April 2012FAshion bloggers & brAnds
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hp://www.ii..k/
hp://e.ii..k/
brightoNMeHe
13blakLiseebih
uieKim
bn11nd
tel:+44(0)1273827700
Fa:+44(0)1273827701
loNDoN2f
22chapesee
L
uieKim
sW1P4nP
t l 44(0)20 7821 2300
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