Three ways to the heart of a blogger
01.10.2014 6520

Three ways to the heart of a blogger

In a relatively short time, the number of bloggers - girls and young people who love fashion and themselves in it, has grown so much that it has turned into a whole army, the existence of which brands can no longer ignore. Some consider them parasites and take root, while others consider them to be ambassadors of fashion and style. One way or another, collaboration with bloggers has long been part of the brand promotion program. How effective is it? In what formats?

“I consider bloggers to be one of the main driving forces in promoting brands,” says Anna Tyukhnina, pr-specialist at Steve Madden, a well-known favorite of Russian bloggers. - The main thing is to choose the right blogger, covering exactly the audience that suits us. Usually this happens on a barter basis - so a blogger can see for himself the quality of the product and plus makes friendly advertising for us. ”

Despite the fact that gifts are the shortest way to the blogger’s heart, Ralf Ringer has found another way to arouse the interest of fashion enthusiasts. “We don’t work with bloggers on a commercial basis, but we are happy to host whole groups in our production,” said Ekaterina Stepanova, pr-manager of Ralf Ringer. - For example, the last such press tour in Moscow was organized by DNPiP (Department of Science, Industrial Policy and Entrepreneurship of Moscow) as part of the “Day without Turnstiles” campaign. We opened the factory door for bloggers, told them about the nuances of production, and each of them wrote an evaluation post about us, accompanied by photographs. When you have something to show, and the topic really causes interest, the effectiveness of such cooperation is high. In this case, a large audience knew about us, and not only found out, but also began to trust, since we showed the “inside out” - rolls of genuine leather, fur, modern equipment, people and the whole process of creating shoes: from cutting to packing into boxes ” .

Appearing as opposed to fashionable magazine critics, bloggers initially built their reputation as carriers of an independent view. But in the eyes of professionals, despite their talent and charisma, they always remained “illegitimate” children of fashion, especially now that blogs have turned into another advertising channel, along with the print press. At the same time, bloggers themselves still claim the status of fashion experts and are eager for public recognition of their importance. Many brands play great on this.

“Cooperation and communication with professionals from the fashion world is a prerequisite for maintaining the brand’s popularity. We often turn to journalists, bloggers and observers with proposals to evaluate our new collection, to join our creative contests as experts, ”Anastasia Murzina shared,“

spokeswoman for Analpa Corporation. - For example, now we are holding a KEDDO LOVES YOU contest, during which participants post their creative works on Instagram and on our promo page. The competition’s jury includes fashion blogger Max Kiryanov and Looksima.ru fashion portal editor Sergey Kravchenko. ”

In a relatively short time, the number of bloggers - girls and young people who love fashion and themselves in it, has grown so much that it has turned into an army, the existence of which brands can no longer ...
5
1
Please rate the article

Materials on the topic

How to Choose Winter Shoes: Expert Advice

With the arrival of cold weather, the issue of choosing good winter footwear becomes extremely relevant. Comfort, warmth and protection from moisture are the main requirements for footwear in the cold season. An expert of the German brand of footwear and accessories…
17.12.2024 2412

Lessons and Conclusions from Moscow Fashion Week and BRICS+ Fashion Summit

The third Moscow Fashion Week and BRICS+ Fashion Summit highlighted the problem of the almost complete absence of shoe brands at the Week events. Is there a chance for our shoe industry to grow to the level of fashion, and for Fashion Week in…
01.11.2024 1882

What is the mistake of suppliers of children's shoes in working with wholesale companies

The topic of the work of suppliers and wholesalers has been repeatedly raised on the pages of our magazine by Alexander Borodin, an expert in the sale of children's shoes, the manager of the Mila company. In an interview with SR, Alexander told why difficulties arise, what are the mistakes ...
18.07.2022 7385

How to work with marketplaces to avoid competition between the online assortment and the offline store

Many shoe retailers and manufacturers work with marketplaces today. However, this cooperation has both its pluses and minuses. One of them is the competition of the assortment online and offline, the outflow of real buyers to marketplaces,…
01.02.2022 9368

Brazilian shoe manufacturers invite buyers from Russia and CIS countries to business meetings in online format

From June 21 to July 2 in Russia and neighboring countries, online b2b meetings of the largest Brazilian manufacturers and Russian buyers will be held. The events are sponsored by Brazilian Footwear, a government program that ...
07.06.2021 10387
When you sign up, you will receive weekly news and articles about the shoe business on your e-mail.

To the beginning