HOW EMERGING DESIGNERS CAN USE FASHION BLOGGERS TO GAIN BRAND AWARENESS
Every day, hundreds of emerging designers enter the fashion market due to: 1) low-cost manufacturing options; 2) freeways to reach customers; and 3) affordable e-commerce solutions such as SquareSpace.com and BigCommerce.com.
However, with the growth of social media and the rising popularity of fashion bloggers, the digital ecosphere has become saturated and makes it more difficult for new brands to garner attention.
In the following section, we will discuss the best ways that new fashion brands can generate big PR.
1). Gifting bloggers - If you gift a blogger something and he/she loves what you gave, then he/she will probably cover it in an outfit post. However, it's important to note that most highly trafficked fashion blogs require sponsorships for guaranteed coverage.
Note - before you gift anything to a blogger, contact him/her to gauge his/her interest.
2). Sponsored posts - If you want to get guaranteed coverage on a fashion blog that generates millions of unique page views, then go for a sponsored post. This can help with your SEO and backlinks.
3). Giveaways - Giveaways are some of the best ways to increase awareness for your brand. Offer something with a high perceived value, otherwise, visitors won't take the time to enter. Just be aware that some fashion bloggers do charge a fee to hold a giveaway.
4). Guest posting - Certain fashion bloggers accept guest posts, which can help increase your SEO rankings and backlinks. While there's a time investment in writing the piece, the publicity and exposure are worth it.
5). Social media postings - Similar to giveaways or sponsored posts, social media posts are a great way to build brand awareness; however, you should know that most bloggers will charge for the coverage.
While the number of followers that someone has is important, engagement levels are much more important. Pay attention to the number of "likes" and "comments" each photo/post has. If a blogger has 100,000 followers on Instagram.com but only receives 20 likes or comments on each post, it's safe to say that those followers were bought; they are not real or organic followers.
Need help crafting a social media strategy? Contact Kristin at Kristin@CreativeDevelopmentAgency.com.