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Why it's not always best to go after A-list bloggers for brand campaigns A PR Couture Guest Article by Heidi Nazarudin

3 Reasons Not to Choose A-List Bloggers for Your Next Brand Campaign

The bell-curve has more to tell us than simply who will get a C on their biology exam and who will score the elusive A.  As related to bloggers, this Gaussian distribution (don’t worry – I had to look that up too) indicates, at the top of the curve, where the most value lies.  The mid-level blogger is therefore the norm and where a brand can expect consistent return, as opposed to a hit-or-miss, long-shot with an uber-popular blogger.

Mid-level bloggers offer a potentially more targeted audience

One of the things that the mid-level blogger has going for it is a more defined target audience.  MetricsMan, a social media research expert, states that: Big audience numbers are irrelevant. Relevant audience numbers are big.  Currently, campaign impressions are counted but not divided into categories.  As the radio and TV world recognized, it’s more valuable to break out a specific demographic when gauging the success of advertisements.  While the Super Bowl might pull in huge numbers, it would be virtually pointless to advertise nail-polish during the game.  Similarly, major bloggers may post a high impression count, but smaller bloggers reach a targeted audience so their impressions should be weighed more heavily. Brands should be on the lookout for mid-level blogs with readers who fall precisely in its’ preferred demographic.  In this manner they are more likely to reach actual buyers instead of spending more money on a flashy website ad which casts a wide net for it’s audience.

Fewer impressions may mean more affordable campaign costs

Speaking of money, top-level bloggers translate their high impression count to high adverting prices.  And yet, advertisers could be spending less money to attain better results.  Studies show that the “Power Middle” has an action rate of sixteen times that of higher-end blogs, because of reader loyalty, and are much more cost effective.

Emerging bloggers often engage more directly with readers/fans

The reason that social media has taken the lead in successful promotion has a lot to do with trust.  Once a blog has formed a relationship with a reader, the reader trusts the blogger’s recommendations and sponsors.  With mid-level bloggers, there is still the chance for a sense of community to develop.  The rockstar blogger is generally too busy to engage in comments conversation or even establish a relationship with it’s own sponsors.  Mid-tier bloggers are more eager to establish relationships, and this is precisely what drives sales. has gone so far as to declare “The smaller the community, the greater the influence” when discussing this matter.  Brands make the mistake of looking at numbers and uber-popular bloggers, without recognizing that renown doesn’t equal influence.  In the same way that we ask our girlfriends opinion while shopping, or look to see what our peers are wearing instead of shopping off the couture runways, we look to the bloggers who we feel represent these same girlfriends to drive our purchases.

As all of us know, bigger is not always better, and we should opt for quality over quantity.  Brand who realize this will find that campaign execution with mid-tier niche blogs that can actually drive sales, instead of driving up their marketing budget.

About Heidi

Heidi Nazarudin is the Founder and President of , an association with more than 500+ active bloggers.  She has hosted blogging events for Saks Fifth Avenue, Armani Cosmetics and to name but a few. Heidi blogs full-time at

Photo Credit: Flor de Maria Fashion

Fashion PR Fridays: PR, Marketing & Social Media News for the Week of March 31, 2014 Fashion PR Fridays: PR, Marketing & Social Media News for the Week of March 31, 2014

Cosmo’s Peel-Away L’Oréal Ad, How to Get More Business Press & Why Some Luxury Brands Don’t Sell Online

  • Reporters spill how to get more business press. You might be surprised by what they want. (via Bulldog Reporter)
  • L'Oréal breaks advertising ground with its Cosmopolitan peel-away cover. Have you seen? (via WWD)
  • Several luxury brands don’t and probably won’t ever sell online and here is why. (via Fashionista)
  • Oh yes, Google +. While it may be a more effective marketing channel than Twitter (true story), many marketers still aren't using it. Would you? (via Digiday)
  • Allure introduces new YouTube channel complete with a show all about hair. Consider us subscribed. (via Racked)
  • The Vogue Festival in London showed that the power of the brand far extends fashion. (via Business of Fashion)
  • This new app has hundreds of searchable fashion designer and brand names and how to pronounce them. Because pronouncing “Shu Uemura” and “Hermes” is not easy. (via FashInvest)
  • Technology that’s letting mannequins send you clothing info. (via PSFK)
  • Being a good storyteller isn’t just about the talking, it’s also about the listening. (via Tier One)
  • Online brands like Warby Parker and Birchbox are making brick and mortar stores a part of their new business models. (via PRNewser)

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Photo Credit: Shandi-lee

What it's like to run Global Communications at Lyst

Fashion PR Q&A: Joanna Christie, Head of Global Communications at Lyst

personalized fashion marketplace that allows users to create a customized shopping feed of products with integrated checkout that makes it possible to purchase products from multiple retailers directly, Lyst was named one of the UK's Future Fifty, a list of the UK's 50 brightest companies and most likely to expand and succeed in 2013. Earlier this year Lyst announced $14 million in a round of Series B funding.  To find out more about what it's like to handle communications for a fashion technology company right in the middle of serious growth and brand evolution, I connected with Joanna Christie who runs Global Communications. Enjoy this peek into quite the dream job!

Joanna Christie Global Communications, Lyst

How did you break into the fashion PR? What was your first gig?

After too many years spent on a law degree, a diploma in journalism and a multitude of unpaid internships with the likes of Vogue and InStyle, my parents told me to start earning some money!

There weren’t any magazine jobs available in London at the time – which is where I thought I was fated to be – so I was advised to go into fashion PR where I’d be dealing with the magazines daily and would therefore be in the mix when a job did come up. That was over 12 years ago!

My first PR job was at Modus Publicity – one of the largest fashion PR agencies in London whose clients at the time included Calvin Klein, Hugo Boss, Etro, Bally and Jonathan Saunders. I actually started in the beauty team, with amazing clients like M.A.C. Cosmetics and Bumble&bumble, and quickly caught the “brand” bug.

What is your role at Lyst?

I head up all global communications at Lyst, which is – in my opinion – the best job in the world! Fashion technology is possibly the most exciting space in the world to work in – and especially when you are working with the most exciting company in it! Lyst is a technology company, but most definitely a fashion brand. It is my role to build the Lyst brand, define what that is, and protect that brand. I am Lyst’s public eyes, ears and mouth.

Coming from a luxury background – immediately prior to Lyst I worked for the Richemont Group (who own Chloe, Alaia, Net-A-Porter, Cartier, Dunhill) – I bring an understanding of how important and precious brand equity is so it is my job to be thinking not just about the Lyst brand, but also how we represent all those amazing brands that we partner with. Additionally I am obsessed with how and why people fall in love with brands, so my team works on engaging with our amazing members and ambassadors.

We are a British company, based in London – the global leader in fashion tech – where we are so proud to neighbor with Net-A-Porter, FarFetch and Asos, all of which are also our partners. However 70% of our business comes from the USA so it is incredibly important that I spend time there – a week a month in NYC ensures I stay in touch with our largest market.

What is Lyst, in a nutshell?

Lyst is the best place in the world to shop for fashion. Instead of trawling across multiple sites, seeing the same generic selection as everyone else, we believe that shopping for fashion should be personal -- everyone deserves bespoke. We bring the world's fashion (everyone from Topshop, Burberry, Balenciaga, J.Crew to Barneys, Net-A-Porter, Lane Crawford and Saks, over 5 million products) onto our site and then create personalised shoppable fashion feeds for every user based on their own tastes and what they love (using social following model and our recommendation algorithms). Whether you are looking for a specific fashion item or category, or simply looking to be inspired, we have it all – literally.

How has Lyst evolved since it first launched?

Lyst is constantly evolving – that is the joy of working for a technology company! We are continually improving our product and coming up with cool, disruptive ideas.

When Chris & Seb -- Lyst’s co-founders -- first launched Lyst in June 2010, they thought social commerce would be the key to success, however it became very clear that the Lyst users were serious about shopping. Thus, the focus changed very early on to Lyst becoming as shoppable as possible. Last year we launched a Lyst shopping cart allowing members to check out from multiple stores all with one click on This was an industry first and we will roll this out globally this year. We have some other exciting changes happening on the site in the next few months to complete the holistic fashion experience – so keep your eyes peeled.

PR at Lyst

What are some of the main PR goals for Lyst in 2014?

This is the year of Brand Lyst! We have spend the last 3 years building and developing the deepest, most dynamic real-time fashion and data in the world which was the most difficult bit (there is a reason why no-one has done it before!). This means our lucky members are the first to know when the products they have lusted after go on sale, come back in stock or when new pieces from the brands they love come in.

We are now in a great place to start singing about how amazing Lyst is. Everyone should know about Lyst: it should be synonymous with fashion online. We will be focusing a lot on mobile optimization – how can we make the service even easier on-the-go, too.

What is a recent company success story?

Earlier this year, Mary Katrantzou – the incredible British fashion designer – partnered with us to exclusively sell a collection from her resort collection on our site in the USA. This was the first time either brand had done anything like this and illustrated Lyst’s growing appreciation in the industry as an important fashion commerce platform – not just an aggregator. We had an amazing reaction from both the industry and the fashion press.

What's the vibe in the office? What are you currently working on?

We have recently moved into very cool new offices in London and New York. Specifically the London HQ moved to an amazing building in Shoreditch which was a former gallery: the very iconic former White Cube space, now rebranded as Lyst Studios.

The team at Lyst is amazing – the vibe is always so positive and buzzing. You can literally feel the innovation in the air! Everyone is super smart and the best in their field so we are all constantly learning from each other which is a very cool thing indeed. Being a technology company, 70% of the team is ‘techy’ – 10 of them are actually doctors. We like PHDs to handle our data! This is the kind of office where people don’t like to take their holiday allowance in case they miss something exciting that is created or improved on the site!

What is a newly discovered tool/software or product that helps you do your best work?

Not newly discovered but the greatest source for fashion news and trend stories is the online publication Business of Fashion. I also love a great app called Pocket, which allows you to store and save all those articles you don’t have time to read immediately – meaning I can use my time on airplanes to best effect!

How does Lyst work with retailers? Why might a fashion publicist recommend Lyst to her clients?

We partner with the world’s fashion – and only fashion – brands to create the smartest, cleanest commerce experience on the web. It is a ‘modern’ wholesale model – the fashion brands and stores get complete brand control, the margins are minimal and they get all customer data. We are now doing around $60million in sales annually for our partners. That is major!

As I said, this is the year of Brand Lyst, so it will only get better. Luxury is defined as the very best of something – as such, Lyst is a luxury brand and behaves as one. To be aligned with Lyst means to be aligned with the future of fashion commerce.

We work in one of the most influential industries in the world – both in terms of how fashion touches other industries and in terms of the personalities who lead and define our space. We are surrounded by amazing talent and people, we work very closely with them, we exist to support and celebrate them. In the next few months, we will be adding further content and community engagement highlights onto the site.

What skills or background are essential for anyone looking to work in the fashion mobile space?

Lots of energy; an open mind; the ability to think quickly and a genuine interest in both the fashion business and the amazing, amazing world of technology.

What are you especially excited about these days?

Genuinely, I’m most excited about what will happen next week or even tomorrow! Lyst is growing at a crazy rate and leading the fashion technology pack is an amazing place to be. Every day brings new opportunities. I’m one lucky lady!


Meet Crosby Noricks

Hi. I'm Crosby, the founder of PR Couture and a fashion brand strategist. I care about supporting and celebrating fashion publicists as well as helping rad 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 Elixer sessions or shoot me an electronic communiqué.