For this week's installment of Ask the Brand we interviewed Foley and Corinna‘s co-creative director Anna Corinna, who focuses on the handbag portion of design, while her partner Dana Foley focuses on the RTW collection.
We love her thoughts on blogging and social media – let us know what you think!
Tell us Foley and Corinna’s overall thoughts on social media in the fashion industry.
Social media has changed the entire landscape of fashion, as well as PR and marketing. It changed the way we disseminate information. We now have this amazing ability to talk directly to our customers and get their feedback instantaneously. It has completely democratized the industry and given a voice to new creators, influencers and personalities.
At what point in your marketing strategy do you incorporate Social Media – is it considered from the beginning, or do you find ways to fit it in later?
It is something we consider at every step of our process. We have been working with bloggers for years, ever since we realized that these are the girls we want to be wearing our product, and how awesome is it to get to see pictures every day of how your customer interprets your product. As a designer, it’s incredibly rewarding and is integrated in everything we do. If we’re designing a new dress, we’re always thinking how can we show our fans and gage excitement.
How big is your social media team?
We have one social media manager on staff, but I like to think that the entire Foley + Corinna team contributes to our content. It’s important to me that we share our story from every perspective. A digital manager really needs to know what is going on in every department, so that the content that is being put out is cohesive and strategic. She’s right along side us when we’re draping dresses, sourcing vintage inspiration and in market appointments with retailers.
What are the daily activities of the Foley and Corinna’s social media team?
Staying up to date is key, so one of the first activities is checking all of our favorite blogs and sites. Not only does this show us who is wearing our product, but also what is going on in the community. It’s really important to keep a finger on the pulse of the tastemakers who we associate with our brand. Throughout the day, we make sure to update all of our platforms, whether it’s pinning vintage inspired imagery to our “What Would Megan Draper Do” pinboard or tweeting about what’s currently being crafted in our studio. Lately, our team has been incredible focused on the re-launch of our website, slated for early July, which will have a full social hub where you can find everything F+C, all the time.
In what capacity do you work with bloggers?
We value the relationships we have with bloggers immensely. Not only are they helping us get our brand out there and acting as our ambassadors, they are girls who truly know and love the product. We love engaging our bloggers, whether it’s offering their readers a giveaway or hosting intimate dinners or helping style our campaign photo shoots. We have some really exciting events and initiatives up our sleeves for the next few months, so you’ll have to keep a look out!
How do you select bloggers to work with?
Dana and I love highly visual and inspiring blogs, with original content and voices. Because we place such a high value on our relationships, we really look to partner with bloggers who take their craft seriously and have a cohesive voice. We want girls wearing our bags and dresses who have great style and really get our aesthetic.
What value do you think blogger collaborations have to a brand, as compared to traditional marketing?
Bloggers are the new tastemakers, and people are really listening to what they have to say. When a blogger endorses a product, it’s an emotional vote of confidence as well as amazing press. We love bloggers that feature DIY products, who may take a really great product and enhance it with their own ideas and style.
How do you measure the overall value of bloggers and social media?
To us, it’s more than just clicks and conversions. Of course, these are critical components to our business, but you can’t put a price on the top of mind relationship you are forming with a consumer when a blogger carries our bag and wears it in a way we hadn’t even thought of.
Do you have any tips for bloggers looking to engage with brands? How can they make themselves more attractive to brands?
We are always on the look out for new bloggers to work with, no matter how big or small. Everyone starts somewhere. We believe in fostering true, original talent and standing by our ambassadors. We make sure that they take themselves seriously, and are able to be professional and have a real clear editorial direction. Having a strategy and a call to action is incredibly important. If you’re featuring us, let us know! Tweet it, Pin it, Tumbl it. We’ll find it and make sure we can support you.