fashion bloggers and brands

7/29/2019 Fashion Bloggers and Brands

1/33

fashionbloggers&brANDs


2/33

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


3/33

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


4/33

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


5/33


A

littlebird

toldme


6/33

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


7/33

tHEbIrtHoFtHEFAsHIonbLog

By Jen Holmes

ahi l appeae

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haea,aailewawie

theAe3hampii

usahilnewyk

Fahibl,giaswll,

Pimp! ashesheMe a

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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

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.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


8/33


Miea eplai: y

ajhwa plie

aepepeplei

ialewkaewa

hiimhep!

bleweeamme

heealieapeial

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.

bLoggEr&brAnd

ye while he mmeial

e k ial meia

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

a iepeai e

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

heae.bwheime

ehlial avae,

ial ewk have ee

he iee

male.

"peoplelikeseeiNgClothesoNreAlpeople,rAtherthANmoDels

Allthetime."Michelle Haswell, kingdomofstyle.typepad.co.uk


9/33


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

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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.


10/33

mAdemoi-

sellerobot


11/33

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


12/33


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.




Imelwkive

lelaala

algemaa,

wiiheila

aviihemhei

eiialae.Iwap

ihwihhempa

hepewhwai

heiPraheimehe

weelkiaeiial

laaIwe

hhaieviewpe.

Ihikhellaai

wkeae,hakm

iiekwleelie

ahialiemeia,Iamaleiveheahe

ihvie.



beiielem

mailIhavewa

aalliwlh

wihaPremivae

wkwihhem.theme

elevaimaiIe

aheeaeaehe

pIhave,heee

heeIape

ai.




oliemakeimpaie

whalemailme

akiplaepe

pmie,lik

heilie'weie.Ii

evaleheeeal

amehepeple

I'veealwihhavehaa

veaaiewa

le;lkiw

himmeiawhile

ieheiliele'qiewk.




IiIievale

hee.

LaetitiaWajnapelmademoisellerobot.com


13/33

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.


14/33

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."


15/33



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."


16/33

be-FrA-ssY


17/33


Iealiaaeaive

leimimeaa

eadhamuivei.

Iwaiave

aiialeee,Elih

Lieae,awaea

eaivepjehaeie

iepeelhi,a

Fawa.


now involve?

Iamall-imele,m

aiphaphi

,meeiwiha

epeeaiveaepli

emaile.Ialwk

aaeelaewieaphaphe,amaiai

mliee.




theeallaai

aeheehaivlve

wkiwihiivial

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liiaie.s,

aallmpeaime

mime,mlpae

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ivea.



Ihikaleveliehip

hleiiawki

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lea,aaeei

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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


18/33

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eh epe a hih-ee

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hee lie he peial

eeeiwiha

le eaehip hh

heivaiialhael.

be-

yoNDthe

blog


19/33

ImagecourtesyofLaetitiaWajnapel



theaeheweiia,

aialwihhiime

eeivehahiaaii.

twee,likFaeka

ial veae aii

aeieailjavalale

a wie veae, a i

impaemaehia

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VIdEo

Ma le a l e

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eve eqei a pae.

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aeailieaeihei

eiiale-hwie

aee.

"iAbloggerlovestoDoviDeoposts,thisisAANtAstiCANDCreAtiveWAytoWorkWiththemANDreAChyetANotherAuDieNCeotheirs."Cate Sevilla

Eai wih a le

aiee ee a e

hei l urL, a ma

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llwe hh hei

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mehiew, epeiall

iielivehem.


20/33

Image

courtesyofLaetitiaWajnapel


EVEnts

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olmes

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21/33

the

ClothesWhis-

perer


22/33

KristinKnox

theclotheswhisperer.co.uk


theeweejipi

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helahheiPa-

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ememlivelih.


now involve?

oeweai:Im

eihelihii

hemi,ahipwih

e-mailaiheae

meeiPraa

epeeaiveaviii

hwm-aalliaeime-

I'mavelihi.




Ieallejeahih

ahiawiw-

eieveiMilala

eaahiea'

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eieaeim

eampiee-aikejake

wihahieiie.



Iivlveelivia

.Iimpame

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ammaehem.




theeieaha'w

wieiviemeheihw,

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weeehahe'eeie

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ahelemeihe

aiei!twie!I've

alhaaPripaam-

paiephaIai-

mepilakiwa

imealaeeI'eve

heaalilehiallea

n-dileAeeme.




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


23/33

the

mAgpie

girl


24/33


Ieawahila

ewmheeIeie

amw.Ieeahehe

ieeliplam

ahewei.


now involve?

Iwkll-imeaaahi

aeaia,havei

mlwkama

j.Faheewk,

mlheakaae

wk,IeplPre-mail,

aveiieqiiea

eaeqeiapae

ml,twieaa

Faekpae.Ipealimeli,akiph

aeiihem,amal

aleeahie

aphaphiea.




Ihavewkewihahih

eeahepaea

,alikehahekeep

mepaewihewpje.

theveiviemeve

peeveaahi

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avelepee.



relae-mailaew

pje,ewlleia

aielelaeeveai.Lkk

avheep

melaaeal

well-eeive.




LaeaIwaae

ampawaime

aiveawahemm

eweekehee.

Hweve,heMa

helmeeleeml

peaeheha

ialwhahe

iveawalahea!

theheakehaIe-p

heameiveawaaewa

laeaIeeheai

hahiwapeial

awleeae.

thempaeveepe

memail.




Ihaveleveehi

eeepame.I

wlmakeiaela

eealaee

elikiheeiwieimww.Iive

impahamla

empealaea

piiaevehipe

iiial,iqee.

VickiHarveythemagpiegirl.com


"It is very important that myblog stays true to my personal

tastes and opinions andeverything posted is original,

unique content."Vicki Harvey


25/33

fAsh-

ioN

viDeoAND


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

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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



27/33


28/33


sieIwa13Ive

weieeiheepe

mlvemavie

a,aaia,

liwaaaal

pei.Ieal,

hhhaIlikehae

mphaph,ieaa

aviehiiheame

waaieeahi

imilawhaIwae

mheuKle.


now involve?

AIamillae,Ihave

jleml(whih

leailakepheime

all-imejiIlei)wihmie.Iwillall

akepieml

ma,aphem

iheevei.Ieplhe

heemailIeeive

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paeimeallila!I

ael-ape-elae

eveiheeveiaeI

haveaeeivei.I

allvehei!




oeheealla-

aiIveeeivlve

iwawheIwaake

ehewiwawell-

kwhihahie

bseealwihhe

leaeve.seei

mamehewiwel

likehamazieii.



Iiimpeaivehahe

Prpeeiih

eaawha

liapihe

hleelevawhawlwiea,

lmeeeahe.

Meeihepeae-

-aehavemal

epeeahei

alaplapeal,

ielappahike!

Al,aeeefeiili

iwhaheaepihi

wleappeiae,i

aeailehel

iivialee.




nhiipaila

memi,Iam

pwheheemail

aepailall,a

wheIeelpeep

ealwhahewame

p,wihafeiili.

repeaeHavepe

ahahe?

emailaeappeiae

wheImeemel!




Iwilllevehii

Imeielieeeiaveiihep

eviehaImpi

a,aIhavemaiai

miei.Ihavel

likekeemaeei

eqeeaple

ai.

CarrieHarwood

wishwishwish.net


29/33

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30/33

AboutIcrossIng

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31/33


32/33


33/33

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