And fashion brands are taking notice. Jennifer Wexler, marketing director of Botkier and a fellow panelist said, “We feel that social media is almost an extension of the brand. You’re putting your brand out there. Sometimes putting your brand in other people’s hands can be scary.”
Most fashion brands and retailers have some form of blogger outreach, such as sending out news and new products, affiliate programs, special events, inviting bloggers to shows and writing about bloggers or inviting guest bloggers on their own blogs.
“Social media is incredibly important to us as a brand,” said Tory Burch. “We are sharing as much of the whole experience with our customers as we can.”
The company treats bloggers as editors. “They are key influencers,” said a spokeswoman. “We hope that through their sites, they’ll introduce Tory Burch to a whole new set of customers. Having bloggers attend the presentation is a great way to reach people who don’t live in New York or can’t make it to the presentation for one reason or another. Blogs and Web sites invite a dialogue with readers and customers that is invaluable to us.” -- [ SOURCE ]
