Blogs in style

The fashion world may finally embrace bloggers.

The fashion world may finally embrace bloggers. WWD's “Bringing Bloggers Into the Club” describes how established fashion blogs such as Coutourture have started to separate themselves from the pack by acting and looking more like online fashion magazines. Coutourture founder Julie Frederickson told WWD that she no longer considers the site a blog. Unlike many blogs that highlight and comment on mainstream photos and content, Coutourture now produces its own editorial shoots at low cost, booking models for free and calling in samples from major designers.

“Fast, real-time shoots, sort of guerrilla fashion spreads, are the next revolution,” said Frederickson.

The blogosphere is a phenomena that PR firms can't ignore, especially for outreach in local markets. However, as mentioned in this week's PRWeek Agency Business feature, the added media space presents a challenge when brands often vie for features in big glossies such as Vogue and overlook established online weeklies and blogs.

Alison Brod, founder and president of Alison Brod PR, said that many established print pubs refuse to follow online pubs and, in some cases, vice versa. “The good news is there are more ways to get the word out for clients, but it's also been a challenge juggling [outreach options]. We often go to clients now and [explain] what could happen,” she said.

She also noted that it's now essential to host educational events for bloggers – especially in beauty - to sway the likely potential that, as informal media, they'll misconstrue product facts.

But according to a recent story in PRWeek, PR pros are also increasingly interacting with beauty bloggers who get it right, now that more are adopting video capabilities that zoom in on how products are used.

It may just be a gradual process for the style gurus and fashion and beauty blogs to find the right chemistry.


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