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What makes a successful corporate fashion blog?




A press release came my way last week applauding the success of Oasis-Stores.com whose blog has been named Digital Publishing Solution of the Year by the Association of Publishing Agencies (APA).

First, the blurb:
Post-advertising agency, Story introduced the blog as part of an overall refresh of the Oasis website. Having designed and built the blog, Story handed control to Oasis’ store workers who contribute regular posts to it. Following its launch, Oasis has found that the sales conversion rate for people reading the blog is 17% higher than for people visiting other areas of the site. Story’s brand strategist, Martin Harrison said, “The success of the Oasis blog is a reminder of how important it is to understand your customers. Our research told us that Oasis shoppers appreciate some hand-holding and they actively seek advice and ideas. By building a blog full of interesting stories and useful fashion tips, we were able to give these customers exactly what they want – and help Oasis to build invaluable brand loyalty in the process.”

So have a look at the blog. What do you think?

My feeling is that it’s certainly better than a lot of corporate blogs. For starters, it’s updated regularly and I like how they use input from Oasis’ own staff – particularly buyers and designers – and agree that this does give the customer added value. It’s clever how they link to items that you can buy on the website and to be honest, I really don’t know why more stores don’t have blogs purely so they can do this.

One criticism is that there is no facility for readers to leave comments. If you look at the ASOS blog, it enables comments and ASOS quite often replies to comments and queries which to me is an absolute essential in a corporate blog. Surely it’s all about engaging with your customers and getting them on side? Maybe I’m nit-picking but what would make the Oasis blog even better is if it was well written. It’s not badly written, just a bit lacking in personality.

Matches has also recently introduced a blog and it has much more of a ‘character’ to it. Is it because Matches is more high end? Does mainstream have to mean bland? I don’t think so. Perhaps it’s because the Matches blog is written by one person so has more consistency. There is a mix of personal observations, how-to-wear-it styling tips and cute behind-the-scenes reporting (check out this post on Georgie and Kessy Edewor-Thorley, the Matches ‘dolls’ who work in the Matches stores and have the most enviable wardrobes). And there are comments.



I think it’s time all corporate fashion sites had blogs and I don’t mean token blogs with the odd post here and there. A real blog with decent content, daily updates, feedback from customers and a hefty dose of pizzazz is what would make me keep returning to a blog and possibly even buy something. Don’t you agree?

[Pics – Top to bottom:
Oasis
Matches
Matches
Matches]



How to wear a white shirt and jeans -part II




A while ago I posted a link to Square Old Soul’s ‘How to Wear a White Shirt and Jeans’ post. Her visuals included Erin Wasson in blousy white shirt and cut-off denim shorts, Kate Lanphear in baggy white tee and turn-up jeans, and Valentine Fillol-Cordier in belted paper-bag jeans and tucked-in shirt.

My default option for the look is a loose Levi’s off-white tee, turn-up straight-leg Levi’s and my new obsession, Church’s silver and black brogues – an early Christmas present courtesy of dear D (double click on the pic to enlarge). The finishing touch however is a huge blingy statement necklace bought earlier in the year on my jaunt to India where I was helping to launch a magazine. The necklace was actually borrowed for a fashion shoot but as is usually the way, having tried it on a number of times I decided it couldn’t go back and managed to strike a deal with the shop for a hefty discount (I’m sure it was overpriced anyway). The funny thing is, my co-workers really didn’t ‘get’ why I was wearing this beautiful piece of jewellery with what they saw as a tatty old tee. They totally didn’t appreciate my studied-unstudied aesthetic! However, Miuccia Prada has given it her blessing, her resort 2009 collection showed a very similar glitzy necklace and plain tee combo with the addition of a stonking pair of shoulder-grazing earrings.

What I love about this look is it’s so easily achievable. Who doesn’t have a white tee? And big vintagy necklaces can be found anywhere and everywhere or you can experiment and make your own by breaking up old jewels and re-piecing together (although personally, I love the idea but would never have the patience). Teen Vogue takes it a step further with clusters of diamante bracelets as well…


[Pics:
Tom Binns at Kabiri
Iosselliani
Teen Vogue]

PS: I know posting has been slow this month but I’ve been horribly ill with some wretched hormonal ailments. I’m on lots of medication though so hopefully will be back in full time action soon.



YSL Edition Unisex




Back in July when I pondered over adopting some of the SS09 menswear looks for my own personal use, I had no idea that Stefano Pilati was thinking along the same lines. However, an interview with Pilati in US Vogue’s November issue introduces YSL’s new Edition Unisex collection. Apparently, those selfsame suits, jackets, blousons and sweaters in organza, gazar, voile and crepe de chine (not to mention a scattering of gold sequins) have landed – scaled down of course – in the YSL womenswear stores. Great thinking Mr Pilati. It’s the kind of move I wish Hedi Slimane had made years ago when we were all lusting after his Dior Homme skinny-cut jackets and pants. Not that I can afford YSL or Dior Homme prices but maybe someone (Topman?) might take notice and do something similar for us paupers…?

PIC: US Vogue/The fashion Spot

UPDATED January 13th 2009: The Times has written about the concept here