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Build a blogger relationship

Picking the right fashion blogs and nurturing - not hassling - them can beef up your blogosphere coverage.

With the international fashion weeks now in full flow, expect to see plenty of bloggers on the front rows, influencing the market and the consumer. Getting coverage on the bloggers’ sites can be a challenge but forming a relationship with them can give you a head start.

When looking at blogs in this growing sector, find one that suits your brand. Each fashion blog has its own niche or unique appeal. By investigating what this is, brands and PRs can ensure they are a relevant fit for the audience. Steve Salter from fashion blog Style Salvage says: “We do receive quite a few entirely irrelevant mailouts, which we just delete or request to be taken off their mailing list.” In the same way you might approach a newspaper or magazine for coverage, make sure you research the ethos of the blog and the person behind it.

For some bloggers, writing posts is a hobby, not a full-time job, so email is normally the best method of contact. This allows brands and PRs to send through product images, but these must be of a low resolution so as not to block the inbox. Web images don’t need to be as high resolution as print images.

Again, much in the same way as you would nurture a relationship with a journalist, think before you follow up a first email or call. Fashion blogger Mademoiselle Robot (@MelleRobot on Twitter) recently tweeted: “I am so sick of PRs harassing me. If I ignore your multiple emails, take the hint and let it go. Don’t follow up with 10 phone calls.” Salter agrees: “An initial email should be followed up but only after a few days and only where relevant/important.”

Some companies do get it right. Urban Outfitters has met with fashion bloggers to show them its latest collections; footwear brand Sebago teamed up with bloggers to design a series of shoes; and Arcadia held an event to show bloggers the new season collection of some of its brands where they were given Polaroid cameras to take photos of themselves in the product. Each initiative gained coverage on fashion blogs and began the process of forming these relationships.

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