Is Tumblr the new fashion frontier in social marketing and influence?
Approximately 180 of the top 1,000 Tumblr blogs are fashion related, Tumblr founder and CEO David Karp told Mashable. What’s more, fashion-related Tumblr posts are reportedly reblogged on a much greater scale than general Tumblr posts and are therefore much more likely to go viral.
So it follows that Tumblr has a vested interest in cultivating their fashion-following usership.
We recently broke news that the image-heavy social media platform had hired a fashion director, Rich Tong, and would be sending 20 of its bloggers to New York fashion week. Now, more and more fashion brands are increasing their reach by joining Tumblr.
Oscar de la Renta’s director of communications Erika Bearman (aka @oscarprgirl), started a Tumblr for the brand in December as en extension of her popular twitter, and uses it to post images of ODLR himself as well as photos of women wearing the label. Alexander McQueen’s McQ line has a Tumblr but it seems to have been abandoned. Kate Spade, always on the cutting edge of social influence, is the latest brand to enter the Tumblr-sphere, having launched their own Tumblr last Thursday. “[Tumblr] seems like a really great platform for us to get our voice out there, not just as tweets and text, but through images and color, which is the DNA of the brand,” Digital Marketing Manager Cecilia Liu told Mashable. Retailers ModCloth and Ann Taylor also use tumblr in unique ways to connect with customers.
No word on which brands are set to tumbl next, but Mashable is cryptically reporting that “several major brands and retailers..are planning to launch Tumblr blogs in the near future.”
Fashion is all about image, so it makes sense fashion’s found a good fit with Tumblr, whose content is mostly images.
Tumblrs, do you want to see more fashion brands on Tumblr? Who is doing it right so far?