How Fashion Bloggers are Introducing Brands to New Audiences by Sarah Steimer

Companies can harness the influence of online fashion tastemakers to tap into new markets.

There is no shortage of fashion bloggers, nor a shortage of brands and retailers to talk about. When bloggers and companies join forces, digital tastemakers have the power to introduce the firm to brand new audiences.

Fashion bloggers hold audiences rapt across a variety of platforms, from blogs to Instagram and Snapchat. They can post a photo of their outfit of the day (often tagged as #OOTD) and garner thousands of likes and comments. And there, snuggled among the hashtags, is often the brand or retailer the blogger wore or shopped.

Sometimes the blogger just happens to be wearing a company’s clothing, and the brand receives a free shout-out. And sometimes the collaboration is planned, with companies reaching out to the bloggers.

Shopping Links brings together bloggers and brands across the globe who are looking to collaborate. One of the company’s most recent efforts brought together bloggers with a new e-commerce website in Australia by British brand Marks & Spencer. The effort included an influencer event in Sydney with notable Australian bloggers Nadia Fairfax, Kate Waterhouse and Bec Judd, in addition to other niche Australian fashion influencers.

The event saw influencers interacting with Marks & Spencer executives, resulting in blog posts and social media mentions seen by Australian consumers.

Source: Sarah Steimer is a staff writer for the AMA’s magazines and e-newsletters. She may be reached at or on Twitter at @sarah_steimer./American Marketing Association

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