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Two weeks ago, Mashable posted an article titled, “7 Stellar Examples of Branded Content from the Fashion Industry.” On Monday, the New York Times published one called, “Publishing, Without Publishers.” Today, WWD weighs in (and makes up a new word in the process) with: “Social Media Breeds Edvertorial.” Suffice it to say, branded content — which is to say, original content published by a brand — is the talk of the fashion town. But is anyone actually doing it well?
With most print publications in the midst of an economic pickle, many veteran fashion editors have found themselves a new career helping fashion brands expand their web presence. But while editors certainly have the experience and know-how with regards to making a newsletter pop, we can’t help but think that some of these brands are looking for help in the wrong places.