Guest Post By Nicole M. Giordano

I was assigned to cover interesting seminars held at the Las Vegas Conventions during WWDMAGIC. When I saw that Complex Media Network’s Style Editors Roundtable on the agenda, I knew I had to attend this.

This particular seminar was a fantastic discussion on social media and blogging and its impact on the fashion industry. The keynote was moderated by Rich Antoniello, CEO and Publisher of Complex Media Network.

The panel was made up of writers/ owners of the following sites:

1. Upscale Hype
2. Por Homme
3. KarmaLoop
4. Slamxhype
5. Complex
6. Selecticism

The group was informative, so I found myself jotting down notes.  Here are some of my favorite points:

• Public Relations for the Blogosphere – There used to be a lot of negativity from brands about blogs.  They simply didn’t see that value  and it has only been in the past two years that they have started to understand:  Blog content drives sales to commerce sites. They offer content for free and without pushing a message on consumers.  It’s the kind of acknowledgment brands have been trying to initiate for years.
• Blogs are more dynamic, drive more sales, and are trackable in comparison to traditional print publications. You can really see what’s working and what’s not working.  Blogs are immortal; each post can live on through Tweets and comments.
• Brands need to build relationships with bloggers.  Press releases mean nothing to bloggers.  Just like consumers want to feel like your friend, so do bloggers.  They will support you if they feel a connection with you.

How to Build a Relationship with a Blogger Through Social Media.

• The Internet is so rich with opportunity — stop thinking old school.  Think in terms of Entertainment and Information.
• Don’t create content for a blogger, create it with the blogger. Be their friend.
• Don’t blindly send press releases to several bloggers you don’t know in hopes of getting them to write amazing and praising blog posts that will lead to tons of attention to your site. It won’t happen.
• Understand the blogger’s audience.
  

• One brand that is doing it right is a street wear label called The Hundreds.  Through their own blog and connecting with others, the brand remains engaging, interactive, and authentic — with a unique voice.
• A common protest among brand owners is the “I don’t have enough time” protest.  If you don’t have enough time, then you’re not doing it right.  Social media should be authentic and an extension of you.  If you have time to send a goofy text to your best friend, you have time to send a funny tweet to your online friends and followers.  There is no better time spend than with your customer.
• It is finally the Year of Mobile Marketing - Brands need to make sure that their commerce is workable through any and every device, including the iPad and other tablets and mobile phones.
• Mobile apps need to be seamless throughout all outlets; computers, mobiles, tablets.  But, they also need to recognize the specific assets of each and build upon them respectively.
• A few trends the group sees in the coming year in terms of the digital age, in general:

Music Industry will really start moving to the forefront; collaborating and advancing its presence in the digital world.

Men’s retail becomes what women’s retail is – Men want to work with online stylists, they want fit tips, they want to shop online, etc.

The quality of content will step up, becoming much more interactive.

TV and online will be merging — the right way this time.

This was an enjoyable panel, made up of a group of young and successful entrepreneurs with a strong knowledge and understanding of the digital world and how it applies to fashion.

About The Author: Nicole M. Giordano is a graduate of Philadelphia University’s Textile Design Program. She has established a career in the textile and accessory business. You can visit her online at StartUp FASHION.