Content Marketing with Fashion Bloggers From the Digital Strategies for Fashion Brands Series by Startup Elite. For more presentations and useful information visit our website at www.StartupElite.com

1. CONTENT MARKETINGWITH FASHION BLOGGERSSTARTUP ELITE DIGITAL STRATEGIES FOR FASHION BRANDS

2. STARTUP ELITE
WHY CONTENT MARKETING?
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Value of Content Marketing
- Drives Traffic
- Develops Trust
- Effective and Scalable
- Captures New Customers
- Nurtures Current Customers
DIGITAL STRATEGIES FOR FASHION BRANDS
“The company is now just as
much a content generator
as it is a design house.”
Christopher Bailey
Creative Director of Burberry

3. STARTUP ELITE
WORKING WITH FASHION BLOGGERS
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It’s a powerful digital PR tactic:
- Boost Bottom-Line Sales
- Increase Brand’s Digital Footprint
- Improve Website’s SEO
- Drive Traffic (Web/Social)
- Enhance Brand Credibility
- Amplify Your Content Marketing
- Efficient Process
DIGITAL STRATEGIES FOR FASHION BRANDS
“Bloggers enabled our
brand to become a familiar
name in the online world
and specifically get
recognition amongst our
niche market.”
Michelle Herscu
Founder of Apricot Collection

4. STARTUP ELITE
SELECTING FASHION BLOGGERS
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- Determine whether the fashion blogger fits your brand
- The blogger’s audience must be able to afford your brands price-point
- Evaluate the quality of the blogs photography and writing
- Find out which brands the blogger has previously worked with
- Explore the bloggers posts to understand their publishing schedule
- Analyze the bloggers social media followers and engagement
- Research the blogger and find out how much press they have received
- Find out about the blog’s monthly website traffic
DIGITAL STRATEGIES FOR FASHION BRANDS
“Bloggers have been
major for our brand.
It has really set us
apart.”
Kate Neary
Community Manager
GUESS

5. STARTUP ELITE
BUILDING A FASHION BLOGGER DATABASE
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Having a database of fashion bloggers that you want to work with will help you stay organized. Be strategic about
how you put together this database. For example, separate the bloggers you want to be featured on just once from
those that you want to be working with continuously.
DIGITAL STRATEGIES FOR FASHION BRANDS
Why work with a blogger just once?
• A famous fashion blogger might be too expensive
to work with continuously
• A blogger may produce great content (photos/text)
but they don’t have a significant following
• Some bloggers can produce great photos but they
are weak on the writing which lessens the value of
working with a fashion blogger
Why work with a blogger continuously?
• The blogger is a great brand fit and you want them
to be an official ambassador
• When a blogger is featuring your brand continuously
the marketing becomes more effective
• It’s a very efficient and scalable way to produce new
content for your web/social media.

6. STARTUP ELITE
SAMPLE FROM OUR 500+ FASHION BLOGGER DATABASE
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Alexandra Spencer – 4th and Bleeker
Sandra Hagelstam – 5 Inch and Up
Niki Blasina – A Haute Mess
Sophie Elkus - Angel Food Style
Rosie Fortescue - At Fashion Forte
Amelia Alvarez-Champion – Clothes Horse NYC
Rosalind Jana – Clothes, Camera, Coffee
Samantha Wennerstrom – Could I Have That
Danielle Cheever – Envision Pretty
Adriana Gastelum – Fake Leather
Kier Mellour – Fashion Addict LA
Emily Johnston – Fashion Foir Gras
Greta Eagan – Fashion Me Green
Rumi Neely – Fashion Toast
Susanna Lau – Style Bubble
Aimee Santos – Swell Maybe
Annabelle Fleur – Viva Luxury
Reem Kanj – Five Five Fabulous
Jenny Wu – Good Bad and Fab
Sara Donaldson – Harper and Harley
Geraldine Terasa – Herz Uber Kopf
Stephanie Liu – Honey and Silk
Sarah Eichhorn – Josie Loves
Lisa Dengler – Just Another Me
Karla Deras – Karla’s Closet
Pelayo Diaz – Kate Loves Me
Katherine Valdivieso – Katherine LA
Ella Catliff – La Petite Anglaise
Caitie Schlisserman – Lady a la Mode
Liz Cherkasova – Later Afternoon
Enocha Tellus – Locks and Trinkets
Rachel Nguyen – That’s Chic
Chriselle Lim – The Chriselle Factor
Krystal Simpson – What’s Reality Anyway
Olivia Lopez – Lust for Life
Katerina Kraynova – My Neon Rock
Daniela Ramirez – Nany’s Klozet
Jenny Ong – Neon Blush
Chanelle Leslie – Not So Naked
Henar Vicente – Oh My Vogue
Amanda Shadforth – Oracle Fox
Blair Eadie – Pacific Atlantic
Amber Mortensen – Painfully Hip
Shea Marie – Peace Love Shea
Amber Kekich – Scene of Changery
Julie Sarinana – Sincerely Jules
Aimee Song – Song of Style
Jayne Min – Stop It Right Now
Tiffany Borland – Tuolomee
Jessica Stein – Tuula Vintage
Wendy Nguyen – Wendy’s Lookbook

7. STARTUP ELITE
BUILDING BLOGGER RELATIONSHIPS ORGANICALLY
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It’s very time intensive to build relationships with bloggers organically but the upside is that you get a true
understanding of their brand, how they treat their readers/followers and most importantly if admiration is mutual
it may save your brand money when negotiating.
DIGITAL STRATEGIES FOR FASHION BRANDS
1. Identify bloggers that fit your brand and start following them by subscribing to their feed and all their social media
platforms. Make sure to enable notifications where possible and check in on them regularly for updates.
2. Engage with blogger’s content. Be a fan, not a super fan; like, comment and share content when appropriate. Make sure
the blogger knows who you are before contacting them with a specific idea. If you are doing it right they might even
reach out to you.
3. Contact the blogger with a specific idea that fits their brand. What you pitch depends on many variables but try to
develop a quick win and build upon that.
4. Negotiate terms. Be professional and provide them with detailed information about your brand. Share some of your
digital marketing goals with them and make them become your fan/supporter. Transparency builds trust which can
reduce your blogger marketing costs.

8. STARTUP ELITE
CONTACTING FASHION BLOGGERS
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There is no magic formula on how to e-mail pitch fashion bloggers but here are a few tips:
DIGITAL STRATEGIES FOR FASHION BRANDS
• Keep it short. Nobody has the time or desire to read lengthy emails.
• Be clear about what you want. Don’t ask bloggers if they want to “collaborate” that’s too vague.
• Make sure it’s personalized. Don’t ever write “Dear Blogger.” Be professional enough to send them a
customized pitch tailored to them. Don’t mass email.
• You might want to reference a blog post of popular topic that’s discussed on the blog for extra brownie points.
• Sound human and make sure the email is thoroughly edited.
• Don’t forget to follow up. Things get lost in the shuffle, make sure your email isn’t one of those things.

9. STARTUP ELITE
IDEAS FOR WORKING WITH FASHION BLOGGERS
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New Product Release: Utilize fashion bloggers to create a
buzz for your new products by allowing them exclusivity in
featuring products before they are released. Bloggers love
exclusivity, not only does this give them something to write
about but it makes them feel more important. This strategy is
ideal for reaching out to bloggers you have not worked with
before and are looking to make a good impression.
Product Giveaway Contest: Not every blogger is willing to do
a contest for you and you need to select the right blogger
with the traffic and engagement levels to make it a successful
campaign but if executed correctly there is lots of cross
promotional value. This is ideal for a blogger you have worked
with before and have a good working relationship with.
Send a Gift: A gift is a great way to reward bloggers
you have previously worked with. A gift should not
just be one of your products but rather something
that reflects the lifestyle of your brand. The more
you know the blogger the better are your chances
to select a gift that will make a remarkable
impression.
Go Beyond Digital: Invite fashion bloggers to come
out to a special event you have organized just for
them and/or let one of the bloggers be the host.
Events are a phenomenal opportunity to add brand
credibility and it’s most effective when working with
bloggers who are official ambassadors of the brand.

10. STARTUP ELITE
FASHION BLOGGER CAMPAIGN STRATEGY FOR STARTUPS
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Your strategy will depend on many factors but most importantly on the budget you have set for your campaign.
Based on that budget you can determine how many bloggers you can afford to work with which will define how
extensive your blogger database has to be and ultimately how many relationships you need to manage.
DIGITAL STRATEGIES FOR FASHION BRANDS
For a startup fashion brand you will need to embrace the newer or small blogs that will feature your product for free or low fees.
• They will provide you with photos that you can feature throughout your social media channels. It’s cheaper than hiring
photographers and models to create new content.
• Receiving a lot of quality links to your website will help improve its SEO over time. Your website won’t receive any huge spikes in
traffic but your social media following will gradually grow.
• While you are marketing yourself to a smaller audience it’s the opportunity to build traction, perfect the different internal processes
that help run the campaigns more effectively.
• There is a far larger number of smaller blogs willing to work with you than popular ones who insist on payment of extraordinary fees.
You’ll never run out of people to work with if you go for the smaller blogs.

11. STARTUP ELITE
FASHION BLOGGER CAMPAIGN METRICS
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Depending on the strategy you could add more detailed metrics such as how often a discount code
has been used or whether in-store sales have increased but here are the basic metrics that should
be tracked in every campaign:
DIGITAL STRATEGIES FOR FASHION BRANDS
- Increase in online sales
- Increase in website traffic
- Increase in email subscribers
- Increase in social media followers
- Increase in social media engagement

12. STARTUP ELITE
BUDGETING FOR FASHION BLOGGER CAMPAIGNS
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Everything is negotiable when working with fashion bloggers and depending on your niche, strategy
and resources a campaign’s cost can vary significantly. Here are some costs to consider:
DIGITAL STRATEGIES FOR FASHION BRANDS
- Fees for being featured on popular blogs
- Product, packaging and shipping costs
- Optional costs related to any gifts
- The costs of developing a niche database
- Costs related to managing blogger relationships
- Any event marketing costs

13. STARTUP ELITE
COMMON MISTAKES IN WORKING WITH FASHION BLOGGERS
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- Not being clear enough about what it is that you want them to do.
- Failing to provide them with information about your brand and your products.
- Being difficult. Don’t become bureaucratic about content marketing.
- Not having an allocated budget for bloggers and wasting their time.
- Contacting too many bloggers at the same time with the same pitch.
- Pitching a blogger something that does not fit the blog’s brand.
- Not providing the blogger with any type of value in return.
- Not maintaining the relationship after your blog feature.
- Failing to engage them beyond the digital world.
- Giving up too quickly.

14. STARTUP ELITE
WORKING WITH STARTUP ELITE
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Experience: Experienced in working with a
variety of fashion bloggers whose demands
and requests can vary significantly.
Best Practices: Digital media is evolving
very quickly. We make sure that best practices
are being utilized by all parties involved in the
content production and distribution process.
Speed: Fashion bloggers can work very fast and you
need a team that can facilitate negotiations and
execution at that speed.
Relationships: We have a database of hundreds of
bloggers from all over the world and our established
relationships allow us to execute marketing
campaigns much quicker and more cost effectively.

15. STARTUP ELITE
FOUNDED BY MARKUS BIEGEL
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Startup Elite is a consulting firm specialized in early stage ventures.
From strategy review and development to hands-on
implementation, we help you achieve accelerated growth.
We are your partner in getting your business to the next level.

16. WWW.STARTUPELITE.COM DIGITAL STRATEGIES FOR FASHION BRANDS
STARTUP ELITE
CONTACT:
info@StartupElite.com