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'Fashion editors are the latest must-have accessory'

One of the most exciting new fashion trends of late is not metallics or mono but the move of great style and fashion editors from our best-loved fashion publishing titles to our favourite fashion businesses.

Be it Paula Reed from Grazia joining Harvey Nichols, Kate Phelan moving from Vogue to Topshop, or Carmen Borgonovo leaving Harper’s Bazaar to take the helm at My-Wardrobe, the fashion editors are proving to be the latest must-have accessory. As great, original, shareable content is hotly tipped to be the most important digital marketing trend of 2013, it’s easy to see why.

The very best bloggers are also cashing in on their new celebrity status, with many now featured on the catwalks’ front row and some even invited to put their names to new fashion lines.

These content experts can make a significant difference to a business’s digital success. The right kind of influential writer or blogger combined with brilliant digital platform knowledge and innovation in technology can create a customer experience that is personalised, social and converts into sales for
the business.

Publishing was never really going to die - it’s just evolving to become more on trend.

  • Nishma Robb, Chief client officer at global digital marketing agency iProspect


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