Kurt Geiger has just launched its own, very slick blog called Everything But The Dress to tie in with the rebranding of its stores as a one stop accessory shop. What’s clever is that Everything But The Dress is hosted on the Nowmanifest.com platform, a space where literally a handful of (uber)blogs reside.
As I understand it, Bryanboy, Fashion Toast and Style By Kling get a share of any ad revenue generated on Nowmanifest and in return, Nowmanifest gets the combined traffic of these blogs and gives them all a uniform look. Instead of placing a generic ad on Nowmanifest, Kurt Geiger has created its own blog (written by a character called Scarlet) and (presumably) paid to have it sit amongst the blogging elite, basking in their glow.
This is a much more discreet and credible way to do advertising, a genuinely engaging way to merge editorial and advertorial without obviously shoving product down the reader’s throat. It’s the first time I’ve seen advertorial approached like this. What do you think?