While fashion bloggers have already established a presence at New York Fashion Week, ShopStyle wants to be the bridge that gets fashion’s elite to embrace those influencers.
The shopping site’s division that works with bloggers, called ShopStyle Collective, opened the doors to a one-day showroom that’s showcasing the wear-now offerings of brands such as Ted Baker, Vince and Joie, while also outfitting bloggers from Hello Fashion and This Time Tomorrow among others in looks that they’ll then wear to fashion week events and be photographed in. Other brands that have aligned with the showroom include Bag Snob, Mara Hoffman and Rent the Runway. Items worn by the bloggers will also be sold on the ShopStyle Web site.
What’s driving the marketing aim is an interesting one with the division set to roll out a new set of analytics tools on global shopping trends for its roster of influencers this month.
“In the ShopStyle Collective platform, we are now sharing more data on what content drives sales,” Lee Anne Grant, ShopStyle vice president of business development and sales, said. “For example, influencers can now see which social media platform converts best on what day. They can also see the top-selling brands, products, retailers and categories. All of this data will allow them to make sure that they are writing about the content that their readers want to buy.”
It’s a savvy that speaks to just how far the business of blogging has come with the ability to corral large sets of data to create more targeted posts.
“At ShopStyle Collective, we want to help turn our influencers’ blogs into businesses,” Grant said. “Influencers are getting smarter about the content that they create, and we want to provide them with the tools they need to be successful.”
ShopStyle Collective isn’t the only company picking up on the potential opportunity. Digital Brand Architects, the agency that represents a number of influencers, this year launched Digital Brand Products with the goal of helping bloggers and others create their own product lines thereby circumventing the need to partner with brands in many cases.
ShopStyle Collective works with both sides and also funnels its analytics to the brands for more targeted advertising on the ShopStyle site.
The ShopStyle Collective showroom, open until 2:30 p.m. today, is located at Ramscale Studio. ShopStyle parent PopSugar Inc. is itself holding an event that seeks to ride on the frenzy surrounding New York Fashion Week and solidify its own brand among the fashion elite with a party honoring Jonathan Simkhai at Hotel Hugo on Sunday that’s expected to draw the likes of Olivia Palermo and Bella Thorne.
The ShopStyle showroom is a first of its kind for the company, which declined to say how much is being spent on the endeavor.