Vogue‘s Network Of Influencers Doesn’t Sound Super Influential

by Justin Fenner | 5:33 pm, July 13th, 2011

There’s no arguing with the fact that American Vogue is one of the most influential brands in fashion. So when we read that the magazine had established a nationwide network of influencers to represent its readers to Vogue advertisers, we thought it would be composed legitimately influential people. We were wrong.

Adweek reports the many of the network’s 1,000 members are “young bloggers who, whether they have actual influence or not, are certainly passionate about fashion, and Vogue.” We don’t have a full list of the network, but we do know its ranks have been tasked with providing “feedback for clients on anything from new products, upcoming fashion collections, and ad creative.” Which basically means Anna Wintour has asked a bunch of twenty-somethings she found on WordPress to tell megabrands like Estee Lauder and Dolce & Gabbana whether their ads are going to get any play on Tumblr. Eight marketers are said to have used the network since it launched, and Vogue‘s business people say they’ve tapped into a goldmine of influence.

“There are a lot of people who are self-appointed experts,” says Susan Plagemann, vp, publisher of Vogue. “The biggest difference is, we’re developing a program of ambassadors who spread the word digitally across a very big network about the access that’s been given because of Vogue.”

So who exactly are these ambassadors? One of them is the anonymous blogger behind Closet Fashionista. She recently graduated from college, and has a whopping 404 twitter followers. Another is 24-year-old Christa Marzan, who landed in the influencer network because she uses what she calls “potentially powerful tools (blogging, social media) to pass on news and have discussion about what’s happening in the fashion world.”

Which is great, but so do a lot of people. And a lot of people design clothing, but Vogue only features the absolute best designers in its fashion editorials. Rounding up a bunch of “influencers” who don’t really have all that much influence doesn’t strike us as a very Vogue thing to do — but hey, they’ve been wrong before.

[Adweek]

American Vogue Anna Wintour Anna Wintour Vogue Networking Networks social media Vogue Vogue Brand Vogue Influence Vogue Influencers Vogue Influencers Network Vogue magazine Vogue Network

CaoticaClaudia

Am I the only one who believes that this is a really nice, as Vogue gives some ‘education’ to some people who are interested in fashion an their job and not some ‘cool and professional’ people who just want the money? Everyone has to start somewhere. Why not do it big style and start at Vogue?:)
http://www.facebook.com/people/Paula-Kate-Millers/100002591533666 Paula Kate Millers

Agree with you :) – http://www.karmavoyance.com
Sompathb

Totally agreed. I am actually in the Influencer Network (received the email last night) and I think it’s awesome. You are right, you have to start somewhere, paid or not you still have to get your foot in the door. I still think its amazing that I was picked to be part of this Network. I think of it as a hobby, not a job. It would be great to get paid for it, but I don’t really care if I do or don’t. Something that I love to do and I am learning a lot!

http://www.beautiful-inside-and-out.com
Brian Jason Turner

Wow the writer (Justin Fenner) of this article is a little bitter. I think it’s brilliant and cost effective to use people who are the consumer’s of the magazine to give there input. The crazy thing about the article is the writer manages to disprove his point by the negative twist he decided to take. Is it that you have a secret disdain for bloggers? Because they do what you do, but on there own terms, and will most likely employ you in the future? Get off your high hoarse.
http://twitter.com/NewspaperGrl Janet Thaeler

What I usually call people described in this way: interns. However, Vogue has fashioned them as experts and influencers. What brands would take business advice from 20-somethings just starting out who want some experience?

One of the influencers says she is “learning a lot.” I wonder what she is learning since Vogue has positioned her as someone who is doing the teaching.

I have no problem with the concept of assembling a group of women interested in fashion to partner with. It’s just the way they’ve positioned this. They are product reviewers/testers so why not call them that?

I’m constantly making the case to small business that it’s worth paying for social media consulting. This reinforces a perception that you don’t need to pay experts for their advice or experience.

Blog On,
Janet

Vogue‘s Network Of Influencers Doesn’t Sound Super Influential

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