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February 2nd, 2010
Marketing, Bloggers and Editors
Bloggers seem to have put a fly in the proverbial ointment of late. We have “allegedly” disgruntled magazine editors with our appearances at shows (specifically the young Tavi at Couture Fashion Week) Questions are being asked on how our heads may be turned by free products that impede our true judgement of brands. The Cut Blog cited this quote, written by Robert Johnson at GQ,
“Bloggers are so attractive to the big design houses because they are so wide-eyed and obsessed, but they don’t have the critical faculties to know what’s good and what’s not. As soon as they’ve been invited to the shows, they can no longer criticise because then they won’t be invited back.”
Magazine editors have had to curb their true opinions to suit their advertising accounts for years. Do they have free reign to criticise a top fashion house’s show if that brand has a 4 page spread in the front of their magazine? The blanket statement, “they don’t have the critical faculties to know what’s good and what’s not,” is so sweeping and disparaging of a whole emerging industry that it is truly insulting. Here I do not refer to myself but to fellow bloggers that are also well respected journalists. Does that mean to say that what they write in print is worthy but the stuff on which they blog is not?
Integrity and intelligence is they key. I was recently asked to take a look at some hosiery for a website. Everything was arranged the tights were on their way. I then received and email telling me which blog they like me to write my review on and how. I may have misinterpreted their email but I then felt I was being dictated to, so I declined their offer.
A brand that seems to have got it right is Stolen Thunder. Here in lies the irony and possible contradiction of this post. They asked for my address, they sent me one of their beautiful necklaces. There was no pressure, no demand, no compulsion to blog about them. For that very reason, they’ve made it on to my blog. Are they running the slickest marketing campaign out there? Their kindness, coupled with a lack of intimidation offers the most persuasive argument to post about their products. I love their jewellery, admire their marketing strategy and have therefore chosen to blog about them (in a very round-a-bout way 
Does that mean I lack “critical faculties” or am I promoting a product the same way that the industry always has? A sample is received, it’s looked at, reviewed and if liked, written about. Just because I blog and am able to express my opinion more freely, does that mean my view is clouded? I would say not yet…but if I feel the fog descending, I’ll try and let you know.
This is all v.true! I suppose to large fashion houses; bloggers are disposable. They see the light for a second..review well then can be thrown back into the big blogspot pile! I kind if see bloggers as a tight knit family (bar tavi atm :S) who will jump in to help each other out because in the end…I suppose they are Still the minority group.
But freedom of speech won’t be allowed here when the people running their lives are the fashion powers that be. Let’s hope they don’t all become flying monkeys for the Wicked Witches of the Western Fashion World.
Perfect post!!
x
Comment by MadeleineAyers — February 2, 2010 @ 8:20 amI think the Tavi “backlash” has been highly exaggerated! Think on the whole she’s still a cherished part of the blogging community. I for one have ZERO issues with her. I think a lot of the comments inherently stem from jealousy. My only reservation is her age – I hope she doesn’t get “child star” syndrome….but reading the writings of this level-headed youth, I very much doubt it. Thanks for your great comment. I will check out your blog x
Comment by randomfashioncoolness — February 2, 2010 @ 8:37 amI have to say it is only a few and you’re right!….I know I will always read her blog because it is so accessible! I can’t really see her as getting the child star syndrome..like she always said…She’s just an ordinary little geek with a sly passion : )
x
btw my blog is kinda just where I post (from iPhone which explains quality) a few of my working projects. I need to update now XD
Comment by MadeleineAyers — February 2, 2010 @ 8:56 amWhat a shocking statement from GQ. That we are so wide eyed… How could he have exposed himself in such a way. Tavi especially has a large fan base because she has no bones about say exactly what she likes AND dislike. That is what is refreshing about her blog.
I still don’t understand why blogs have to disclose merchandise when magazines for years have been receiving products in exactly the same way. I say why be threatened.
Finally there is a medium for people to speak freely.
Comment by shala — February 2, 2010 @ 6:52 pmThis is all v.true! I suppose to large fashion houses; bloggers are disposable. They see the light for a second..review well then can be thrown back into the big blogspot pile! I kind if see bloggers as a tight knit family (bar tavi atm :S) who will jump in to help each other out because in the end…I suppose they are Still the minority group.
But freedom of speech won’t be allowed here when the people running their lives are the fashion powers that be. Let’s hope they don’t all become flying monkeys for the Wicked Witches of the Western Fashion World.
Perfect post!!
x
Comment by Steve — May 28, 2010 @ 11:04 amWhat a shocking statement from GQ. That we are so wide eyed… How could he have exposed himself in such a way. Tavi especially has a large fan base because she has no bones about say exactly what she likes AND dislike. That is what is refreshing about her blog.
I still don’t understand why blogs have to disclose merchandise when magazines for years have been receiving products in exactly the same way. I say why be threatened.
Finally there is a medium for people to speak freely.
Comment by Amy — June 4, 2010 @ 1:46 pm