Fashion blogs help fluorescent satchel company strike it rich
It’s become common knowledge that the online fashion media – from structured news and magazine format sites to the more personal style blogs – now have the power to make or break a company’s reputation.
But everytime it does play an active role in pushing an obscure designer into the limelight, we still get amazed.
British leather goods maker Cambridge Satchel Company, a mother-and-daughter team that’s become famous for this season’s hot fluorescent satchels and batchels, have struck it rich with the help of fashion blogs, independent fashion commentators who have, in their own right, become arbiters of alternative taste.
The neon satchel has become one of Summer 2011’s must-have accessories.
Orders have skyrocketed, the owners report, from three pieces a week to 1,500, elevating the company’s previously measly turnover of just AED 90,000 to AED 19.8 million. That figure is estimated to further grow to about AED 48 million this year.
“The bags have become a cult among twenty-something fashion bloggers, who post incessantly, swapping information about styles and colours. They have become a phenomenon that has surprised the unlikely fashion mogul behind the business,” British paper The Guardian reported.
Of course, this year’s full-on obsession with all things blindingly flourescent should also be thrown into the causality mix, but without street style blogs snapping photos of people wearing the satchels, and independent bloggers recommending and informing their audiences where to purchase, would the Cambridge Satchel Company have become a multimillion-pound enterprise?