As fashion bloggers grow in influence, companies have started to recognise great value in working with those who are relevant to their brand. They understand what resonates with their audience and can be of good advantage if you want to reach out to a very specific and unique group. It is therefore extremely important for brands to understand how to approach this audience.
Bloggers are digital influencers, fashion editors and entrepreneurs who can be privy to a wealth of knowledge. Even though brand partnerships might be beneficial to their business, influential bloggers have an immense audience who trust their content and personal opinion. Rather than having a biased point of view about a product on behalf of a brand, they need to ensure that they maintain their integrity and respect to their audience.
Major fashion brands create upscale launch parties to attract new and potential customers and increase the exposure of their collection to the press and bloggers. From the experiential standpoint, the key to hosting a memorable launch party is having a strong theme throughout the event and surprise your attendees with something unique which is linked strongly to your brand message. But what do bloggers think of launch parties?
Over the last month, we have reached out fashion bloggers to find out what they expect from brands and retailers with regards to launch parties and fashion shows. Read on.
1. What entices bloggers to attend your event?
A bit of exclusivity and plenty of opportunities for networking is what drives bloggers to attend your event. According to Tara Jane Seton from Yin & Yang, “an interesting, interactive event with good music and a chance to experience more about the brand / new range” is what gets her interested in attending a launch party.
For Holly Ryland-Jones from Jonesloves.com, freebies can be an attraction but the only thing that makes her go to a launch party is that if “it makes a good post for the blog and it’s good for networking.”
2. What makes a launch party ‘the best’?
Creativity, great performances and giveaways are key to making your party memorable. A great example according to Ryland-Jones is the Harvey Nichols 10th Birthday Party in the Mailbox. “They really went to town, circus themed throughout…a fashion show, a few celebs and a great excuse to get dressed up!”, says the editor of Jonesloves.com.
For Lesley Scott from Fashiontribes.com, the best event that she has attended was a launch party for an eBay product which was held in the Bryant Park Hotel. “It was a dinner party followed by a fashion show – the way they used to stage them in some couture houses, where models walked in and around so you could see the clothes. Plus the goody bag they sent off was wonderful and showed that they really appreciated us spending the time to attend.”
3. What do bloggers look for in launch parties?
Bloggers are constantly looking for good content and a great experience to tell their followers. “The best events are where there’s quite a bit of exclusivity, and an experience is guaranteed. One’s where you can bring a friend along and there’s a mix of art / fashion / music” says Jane Seaton from Yin & Yang.
Lesley Scott says that having a launch party during a blur like Fashion Week probably isn’t the best idea. “It is nice if the party is not enormous and there’s a balance of enough people to create energy but not massive crowds” says the editor of Fashiontribes.com.
4. What is the best advice for brands?
The easy accessibility of the venue, an unique invite and a great PR activity before the event are the key things that entice bloggers to attend your event. As Lina Vaz from London Fashion Hunter highlights, “know your customer, know who influences your customer and tailor your parties accordingly…Each blogger has a distinct style and personality, and attracts different followers. Press officers tend to put all bloggers in one pile which is a waist of time for all those involved.”
When it comes to blogger outreach, brands must be open for ideas and suggestions. In the same way that user recommendations and reviews are the flavour of the moment, bloggers are content creators and they represent a direct connection to how consumers feel and think about a brand. Bloggers have become a trusted source of information and inspiration. It is then paramount for brands to add value and build authentic relationship with them.
Hotcow is a multi-award winning Experiential Marketing agency. We get brands in front of consumers in ways that persuade them to buy. We fully implement our ideas; nothing needs to be farmed out. If you are looking for an experiential partner with a history and commitment for building brands and launching products, speak to Hotcow.