I’m really impressed with My-Wardrobe’s PR strategy when it comes to bloggers. (Do we need a new term for PR now? Is BR – Blogger Relations more apt?) They have dedicated informal emails that go out to bloggers sent by their intern, Anette who it transpires did her dissertation in Social Media and clearly knows her stuff. The tone of the emails is informed yet chatty and the pitch is always perfectly current. My-Wardrobe is one of a growing number of retailers openly embracing the blogging community. Understandably, the online retailers ‘get it’ more than offline (Net-a-porter and ASOS are pretty bang on it too) but the likes of Miss Selfridge, TopShop and Diesel are catching up fast. As more retailers launch their etail sites – including Selfridges which is pencilled for 2010 – and more traditional media becomes sidelined by their online equivalents, it will be extremely interesting to see how much things change. Let’s see where we are this time next year.
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