background preloader


Facebook Twitter

The Blonde Salad Ups the Ante | Intelligence | BoF. LOS ANGELES, United States — Chiara Ferragni’s stream of selfies has drawn more than 6.5 million followers to her personal Instagram account. But the super-influencer has transformed her digital property The Blonde Salad, which she launched as a personal blog back in 2009 that now attracts an average of 500,000 unique visitors each month, into a full-fledged magazine that relies on plenty more than her outfit photos. “When I started back then, I just wanted a personal space,” says Ferragni, whose movie-star looks and playfully bold Italian style have earned her adoring fans the world over. “But for the last three years, we haven’t been a blog.

We’ve been a website.” Now, the Los Angeles-based Ferragni is taking The Blonde Salad further, launching e-commerce at on September 6. Of course, Ferragni has learned a few things about retail from launching her shoe collection, which started out as a licensing deal in 2010. Related Articles: Influencers Are People, Not Media Outlets | DigitalNext - AdAge. Twelve years ago I started an influencer agency. I was told I was out of my mind. Leaving a lucrative on-camera position at MTV to move behind-the-scenes seemed mad to most. To me, it was the opportunity of a lifetime. It was abundantly clear that, in a rapidly splintering communications ecosystem, marketers were going to need to wield the power of alpha-consumers if they wanted their messages to resonate.

It took about a decade, but influencer marketing has finally graduated to the big leagues -- endorsed from the CPG industry to automotive, from tremendous PR shops to historically digital agencies, from the streets to corporate boardrooms and everywhere in between. And this is bad for brands, consumers and influencers alike. Earlier this summer, two media and PR behemoths announced a new joint venture designed to ignite "global influencer and brand partnerships that are authentic, measurable and built for long-term engagement. " Herein lies the problem. So, what's the solution here? Mark Ritson: Burberry’s tumbling profits show Christopher Bailey is overstretched. At first sight one might assume that any CEO that can deliver £421m in profit from annual sales of £2.5bn is about to get a pretty juicy bonus.

Nothing could be further from the truth at Burberry where current CEO Christopher Bailey has seen his 2015 package cut by 75% after the British luxury brand posted lacklustre results by its standards. Part of the problem for Bailey is one of expectation. Ever since Rose Marie Bravo rescued the ailing house in 1997, brought it back to life and then handed the reins to Angela Ahrendts to continue the brand’s stellar performance, Burberry has been consistently successful.

Since 2010 the brand has averaged annual growth of 7%. Not anymore. More declines may be imminent. Recent protests for more democratic rights in Hong Kong may well have helped the local Cantonese population to send a message to Beijing. But overexposure to China is not the biggest issue right now for Burberry. Perhaps. Fashion brands struggling to find the right social influencers. Social media influencers are fast becoming brands’ go-to option for generating trust and credibility among young consumers. According to a new report by Fashion and Beauty Monitor in association with Econsultancy – both sister brands of Marketing Week – 57% of marketers and business owners in the fashion and beauty sectors use influencers as part of their marketing strategy, with an additional 21% looking to introduce this type of activity over the next 12 months. The growing authority of online commentators and YouTube stars such as Zoella has given rise to this new breed of peer-to-peer brand ambassador.

The fact that 41% of respondents have been collaborating with online content creators for three years or more, in what is considered a maturing space, also suggests fashion and beauty firms are ahead of the curve in their use of influencer marketing. “It’s important brands understand that influencers have the following they do because people trust them and their opinion,” she says.

Raf Simons Starts at Calvin Klein, Marking Strategic Shift | Breaking News, News & Analysis | BoF. NEW YORK, United States — It's official. Raf Simons has been named the new chief creative officer of Calvin Klein, formalising the Belgian designer's next move after three years as women's creative director of Christian Dior Couture. The arrival of Simons at the helm of the iconic American brand comes soon after the news that Dior has hired Valentino co-creative director Maria Grazia Chiuri to design its women’s collections, replacing Simons, who resigned in October 2015 from the LVMH-controlled French luxury house. Simons’ non-compete agreement is thought to have expired at the end of July, which explains why his appointment at the PVH Corp. -owned Calvin Klein, though widely anticipated in industry circles, was never confirmed by the company until today. The company took to social media — including Instagram, Twitter and Facebook — to communicate the news. The appointment appears to mark a distinct shift in the Calvin Klein playbook.

"Fashion became pop. In another twist, Mr.