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SHPR tumblr fashion PR

(Re)Blog This: How Fashion PR Agencies Use Tumblr

Photo: Woohoo Vintage Lovers

The New York times has suggested that Tumblr is a Facebook/Twitter rival, noting Mark Coatney, former senior editor at Newsweek's transition to Tumblr, where he’ll be working to position Tumblr as a platform for journalists and readers to meet. Coatney has said that the engagement of the Tumblr community is more valuable than the number of followers, explaining that “Newsweek has 100x the numbers of followers on Twitter as it does on Tumblr, but was getting 10x more engagement from those Tumblr followers." In July, TechCruch has reported that Tumblr is now at 1.5 billion pageviews a month with 6 million users users posting some 4.5 million posts a day.

Joan Collins by David Seymour, 1951

I have had a Tumblr for a little over a year, and use it primarily as a found scrapbook of sorts, a place to put all the images, quotes and links I come across during an average day spent online (like the above shot of Dame JC)! I also enjoy looking through my dashboard at the people I follow and am often inspired by what I find - Cute Boys with Cats and Me In My Place are two favorites (careful on that last one, it might be NSFW!). Popular fashion blogger Jessica Schroeder has the rapt attention of thousands of followers on What I Wore, and LOFT chose Jessica and Tumblr to launch their social media initiative (though that URL now redirects to the LOFT site).

Recently I noticed two fashion PR agencies, Style House PR and Digital Candy PR using Tumblr as their preferred blogging platform, albeit in slightly different ways.  SHPR uses their Tumblr primarily to promote client coverage and press releases, (though the occasional YSL quote makes an appearance!) and directly links to it on the SHPR website. Digital Candy PR just recently launched their Tumblr and tends to post inspirational fashion photography, they have yet to link out to the blog on their site.

SHPR tumblr fashion PRThe Basics

Unlike a blog platform like WordPress or Blogger, Tumblr allows you to quickly upload or grab content from the web and republish it. For example, I can grab a bit of text, or simply press my "Share on Tumbr" bookmarklet and instantly share a YouTube video or photo from Flickr. Users follow each other and then scroll through all of the posts made by those they follow through the Tumblr dashboard (like an RSS Feed).  Users then have the option of clicking a heart button, or "reblogging" that post onto their own Tumblr. There are other options, like customizing your theme, groups, tagging posts and getting listed/recommended in the directory, but as with most things, it really works best to try it out for yourself!

Post Client Updates Quickly and Distribute Easily to Social Channels

Unlike having to update a press page on a static website, Tumblr can be an effective way to spread the word. Janna Meyrowitz Turner, CEO of Style House PR explains, "we made the decision awhile ago not to have a section on our site with our clients' press mentions. Initially it was to create fodder for our blog and because its much easier to add our client mentions that way, but it's become a highly efficient way to share press hits - from fashion and beauty blog and online hits, to print and TV clips."

For Teresa La, CEO of Digital Candy PR, the decision to use Tumblr was based on two things, the community and the usability; "Tumblr has a deeply rooted fashion, art, and entertainment community and I wanted to connect with these groups through a visually focused social platform.  This factor, combined with the ease of reblogging, following other Tumblr's, and posting an update in just two clicks were the selling points." Teresa also considered WordPress and Posterous, but chose Tumblr because she wanted "a short form blog with a minimalistic interface design that could be maintained on the go." Tumblr won due to its roots in the artistic community and iphone app. With the iPhone app, a fashion publicist can easily post updates from a fashion show, or behind the scenes footage from a photo shoot, and quickly syndicate to multiple social channels with a single click.

Provide a value and service to your clients (and the media you work with!)

Janna recommends Tumblr to clients like 3floz, saying, "we love the "reblog" feature because our clients can easily reblog what we post to their own Tumblr.  Our blog posts feed to our Twitter and Facebook page, and our clients can easily share or retweet from there.  Our clients love both how quickly we are able to post press mentions, and in-turn how readily available the links and/or scans are available to them to release via their social media channels." Bloggers and other online outlets also appreciate when SHPR links out via Tumblr because it increases their traffic and social media followers as well.

Tag Posts with Celebrity Keywords

Both Janna and Teresa incorporate some elements of SEO into their blogging practice.  Janna explains, "When a celebrity wears our clients' item we include their name in the post and in keyword in hopes that someone looking for the jean that their favorite celebrity is wearing will stumble upon our post." She adds that for e-commerce clients, mentioning additional brands that are sold on the site helps betters client relationships with their vendors, further cementing partnerships.

Share Your Aesthetic and Personality with Media, Future Clients or Employees

Fundamentally, Teresa explains, "Tumblr is a way for Digital Candy PR to showcase our fashion and design aesthetics through a platform catered for this purpose. For brands shopping for a social media company with a certain aesthetic and curation, the content on our Tumblr is one way to get to know us. For clients, it’s a platform for us to share their creations and content with a community of enthusiasts that can then become ambassadors for the brand."

Teresa did all the setup herself, and Tumblr provides many themes (most are free) that can really highlight media - big delicious pictures, videos files as large as 100 MB, even audio posts.

Are you a fashion PR agency or brand using Tumblr? Do you love it?

About the author: Crosby Noricks

Known as the "fashion publicist's most powerful accessory," (SD-UT) and the "West Coast 'It' girl of fashion PR," (YFS Magazine) Crosby Noricks is a brand strategist, author and founder of PR Couture. Crosby was included in the iMedia 25 Class of 2012 Internet Marketing Leaders and Innovators, and enjoys helping fashion and lifestyle brands connect with their audiences in meaningful and creative ways.


  • Posted November 19, 2010 at 8:21 am | Permalink

    Crosby, I love this piece! Tumblr and Foursquare the two things I tell people are NEXT for fashion brands to really experiment with. LOFT and have been my favorite pieces thus far. I like micro sites, easy to publish content and the very “nuclear” instead of “linear” engagement model that Tumblr offers. We built the site for RetailCamp ( on Tumblr, we bought the most expensive them (whopping $49!) and think its the best investment we’ve made this year.


  • Posted November 19, 2010 at 2:00 pm | Permalink

    I really like Tumblr and it’s great, but one of the reasons I’m hesitant to use it on a corporate site is because you don’t have access to the servers. If Tumblr goes down, so does your site. I’d rather a self-hosted open source version of Tumblr, similar to WordPress.

    Thanks for the post – definitely some great info!

  • Kia P.
    Posted January 6, 2011 at 5:10 am | Permalink

    Excellent post! Definitely going to invest in a Tumblr!! Being in the beginning stages of starting a fashion social media company this has definitely help in my research!!

  • Anonymous
    Posted January 12, 2011 at 1:21 am | Permalink

    This was a very informative & insightful post! I tried to use Tumblr in the past but it didn’t work for me b/c I was trying to use it like I did Blogger or WordPress. Now that I see that the site is for quicker posts, I think I’ll try using it again. I do believe that Tumblr & foursquare are the next biggest things in social media although I don’t think they’ll replace twitter & facebook.

  • Anonymous
    Posted January 12, 2011 at 1:21 am | Permalink

    This was a very informative & insightful post! I tried to use Tumblr in the past but it didn’t work for me b/c I was trying to use it like I did Blogger or WordPress. Now that I see that the site is for quicker posts, I think I’ll try using it again. I do believe that Tumblr & foursquare are the next biggest things in social media although I don’t think they’ll replace twitter & facebook.

3 Trackbacks

  • By Are you a Tumblr? « fierce is the new black. on November 24, 2010 at 6:08 pm

    […] I’ve always thought of Tumblr as a place for pictures, like Photobucket. But after reading an article on PR Couture’s website I realized, “Man was I […]

  • By Blue Tips – Mês 4 / Nº 56 / Ano 2 « blueblog on December 1, 2010 at 7:16 am

    […] Desde que um artigo do New York Times publicou que a plataforma de blogging Tumblr está se tornando rival do Twitter e do Facebook, importantes veículos como The New Yorker e as revistas Rolling Stone e Newsweek migraram para o Tumblr. Acompanhando essa tendência, agências de relações públicas especializadas em moda começam a investir na ferramenta e a inseri-la no universo fashion. […]

  • […] the full PR Couture article here, to find out how Tumblr may be right for you and your fashion brand or project. Photo: Woohoo […]

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Meet Crosby Noricks

Hi. I'm Crosby, Founder of PR Couture, Fashion Brand Strategist and PR Girl Mentor. I care about supporting and celebrating fashion publicists as well as helping companies connect with their audiences in more meaningful ways. Recently, iMedia included me in their annual list of 25 Internet Marketing Leaders and Innovators, along with people from Starbucks, Twitter and Volkswagon, which I think is pretty neat. Like Elle Woods, I am a Gemini-vegetarian (that's about where the similarities end). Let's connect: Check out my full bio, Brand Elixir sessions for brands or shoot me a note at