Fashion bloggers regularly link to clothes and accessories on e-commerce websites. With eTrade we offer online shops a great solution to increase the number of incoming links from blogs. Dozens of major e-commerce sites are already integrated with eTrade, and today we have the pleasure to announce one more: The Nordic fashion retailer Bubbleroom. Since this week, every Bubbleroom product page contains the Twingly widget which shows incoming links form fashion blogs (example here). Apart from the benefits for the shop, it’s an added value for its customers as well, who can get opinions on specific fashion items from fashion bloggers.
We used this occasion to ask Kaja Braendengen, project manager at Bubbleroom, a couple of questions about the importance of the fashion blogosphere for Bubbleroom. She is also the co-founder of the Norwegian fashion website/blog Modette.no, so she is really an expert on this topic.
Why did Bubbleroom choose Twingly? What are your expectations?
We chose Twingly because we want to work closer with bloggers and it’s a really great service that benefits both us and the bloggers. Our goal is to get more links from bloggers and increase the knowledge of our brand. The links we’ll get will hopefully improve our search engine visibility even more.
How important are blogs for your business?
The blogs and especially the fashion blogs are very important for us – bloggers today have a lot of power in the fashion business and they have a major impact on our target audience, women 15-35 years old.
What would happen if all blogs would disappear from one day to another?
That would not be good at all, and we would lose a big channel that affects what people know about Bubbleroom and which also is a big sales channel for us.
How do you encourage bloggers to link to Bubbleroom?
We have a lot of collaborations with different fashion bloggers and they often write posts about us and our products and link to our site.
How much time does the company invest into the work with social media in general and blogs in particular?
I work with both social media and blog collaborations. Every day we keep in touch with our customers and style setters through social media, it’s very important to get feedback from this channel as people are honest and direct, and we can respond quickly to their questions. I spend at least a couple of hours a day with these channels and in contact with bloggers.
In Sweden, many of the leading blogs are about fashion. Is it similar in Norway? What are the main differences between both (fashion) blogospheres?
Yes, it’s similar, all the biggest bloggers in Norway write about fashion as the main subject and that is the most popular theme. The blogospheres are quite similar is my opinion but the blog phenomenon is much bigger in Sweden.
Do you think that the impact fashion blogs have on the fashion industry and sales will increase even more in the future?
As more and more people get access to the internet, the blogs will become even more influential. Sales will depend on your visibility online so therefore it’s crucial to build loyal relationships with powerful bloggers.