content questions

Tommy Ton photo by Kurt Geiger

Women’s Wear Daily recently published an interesting article by Cate T. Corcoran about the blossoming relationship between clothing brands and influential fashion bloggers. The story suggests that these popular (and formerly DIY) sites now provide increasingly hospitable territory for big budget advertisers.

Companies such as Coach, Gap, Barneys New York, Urban Outfitters and JCPenney are testing new connections — and the idea of customer-brand “conversations” — with fashion bloggers that can include product references, design collaborations, videos, giveaways and contests.

– Is this smart business or corporations invading what were formerly organic online spaces and communities?

– Are fashion bloggers independent self-publishers or simply small-scale fashion magazines (which have always been supported by advertising)?

– How do you draw appropriate lines between editorial content and advertising? And who does the drawing?

The article raises these and other questions that apply not just to fashion scribblers, but also to anyone who’s developing content — and hoping to earn a paycheck from their work. Take a look and let me know what you think.

posted 8 Sep 10 in: business, fashion, media, retail. This post currently has no responses.

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