Last December, when Mercedes Benz announced a string of changes it would be making at New York Fashion Week via the Wall Street Journal, the only thing the Internet cared about was that the article mentioned something about “fewer bloggers.” (Google “bloggers” and “fashion week” to get a load of the extensive coverage.) But a good headline is sometimes just a good headline. We all know that the bloggers are brought to shows by brands, not the entity that is New York Fashion Week.
And this season, brands have plenty of talented bloggers to choose from. “Fashion Week is transforming from an industry need into a marketing opportunity,” says Fohr Card founder James Nord. (Fohr Card, by the way, is a members-only service that offers brands access to both public and proprietary data of thousands of blogs, all on one dashboard.) “Relationships with bloggers can guarantee a certain level of coverage from an engaged audience.” What is changing, though, is the importance of Twitter, Instagram and other platforms compared to a blogger’s actual URL. “Traffic may shift away from blog URLs over to other platforms, but there is always going to be a place for influential voices,” Nord says.