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Arcadia gets bloggers to Beth Ditto Evans party

I have to commend Arcadia Group for embracing bloggers in the Beth Ditto campaign.

They were given an exclusive preview (which my guest blogger Amy Tipper-Hale attended) at Arcadia HQ, and turned up in their droves to the launch party on Wednesday night.

Keeping good company the event was also attended by Philip Green, Kate Moss and Simon Cowell.


I caught up with Susie Bubble (Style Bubble), Steve Salter (Style Salvage), Miggy (Miggy Likes The Internet, above left) and Disneyrollergirl.

I also spotted the fashion blogger that really lives in this niche (and also wants Beth’s dress) Jeanie Annan-Lewin from Fat Fashion Assistant, who sat with me on the panel of the Let Them Eat Cake bloggers talk.

Regular readers of my blog will probably feel like I am always going on about why brands should engage with bloggers, but it’s so important.

Net-A-Porter founder Natalie Massenet recently said bloggers are “influential editors of the future”, but I would argue bloggers are influential now.

Fail to engage now, or even worse, engage badly, and prepare to suffer the repercussions later.

What bloggers write, lives forever. Fashion brands play on longevity and history, and online means your history is always the present.

The Evans website, and Beth microsite, will generate lots of interest, including links pointing to them which will benefit the brand long term.

Celebrity and designer collaborations are done for PR as well as sales. There is so much more fashion brands can do with online media to gain from tie-ups like this – We haven’t even scratched the surface of how brands and blogs can work together.

Something I’m definitely going to change!

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