Fashion blogging 101: Attracting brands

Arriving at CitizenM on Monday night, I immediately understood why the hotel had been chosen as the venue for Fashion blogging 101. With everything from vintage clocks, to fashion and design books lining the walls of the SocietyM meeting room, it made for some seriously chic surroundings. And the room soon filled with well dressed people - all ready to take in a little wisdom from some of Scotland’s best fashion bloggers.

And the room soon filled with well dressed people - all ready to take in a little wisdom from some of Scotland's best fashion bloggers.

As we took our seats, Equator's very own Sarah Fraser, the blogger behind We Shop Therefore We Are, and Michelle Haswell, Equator designer and co-author of Kingdom of Style, joined the panel with Jonathan Daniel Pryce of Les Garcons de Glasgow fame - and we were soon off into the world of three very different, very successful fashion blogs.

While the panel discussed everything from monetisation, creating engaging content to pushy PRs and improving analytics, countless twitter updates on the event flashed up on the screen behind. The crowd were clearly enjoying the information they were receiving and happy to let their followers know about it and, by the tangible power of social media, the event itself actually trended on Twitter.

Although no one was left in any doubt of the power of the fashion blog when Michelle shared that a designer had received more website hits after being featured on Kingdom of Style than when the brand had appeared in Elle and Vogue's sites combined. Furthermore, Scottish cashmere label Jaggy Nettle submitted a case study which shared some serious stats after being featured on Kingdom of Style: 70% of revenue being generated via KoS and a 600% increase on the label's traffic after being featured on the blog. Impressive reading for any brands wondering about the power of blogs.

Designer Hilary Laing then joined the discussion to further describe the benefits of blogger coverage from a brand perspective. These benefits are obviously tremendous, as high street brands clamour to send Sarah items to feature on her blog, and Jonathan gets freelance work from some of the biggest names in fashion.

The discussion ended with a rather lovely screening of Jonathan's latest venture - a mesmerising look-book style film production for Hilary Laing. After that, we all headed back out into the bar to enjoy live music, cocktails and sushi platters from Yo Sushi. Who needs to go to London Fashion Week parties when you've got Social Media Week Glasgow?

But I was soon brought down to earth as I headed out into the rain to catch my bus - feeling inspired to get home to work on my own fashion blog...

By Fiona Dow