Who’s Blue Slate Digital And How Did They Come To Be A Part Of This?Blue Slate Digital is an interactive agency based in New York City that rose to fame when it partnered with Randi Zuckerberg (Marketing Director of Facebook) to organize Obama’s digital campaign. Up until its success, the firm’s client list was comprised of political organizations, organized labor unions and non-profit groups. Now Business Insider reports that Blue Slate’s revenues are up 40 percent, mostly from non-political clients who want to figure out how to create online communities. New clients include Hearst Publishing and Focus Features.Does Blue Slate Have An Experienced Fashion or Lifestyle Strategist On Staff?With the exception of one former Vanity Fair editor, it doesn’t appear that they do. So here are a few questions:1. How many of your new clients are fashion, beauty or lifestyle-related?2. Who’s the lead strategist and what’s his or her fashion background?3. Furthermore, how has that individual combined his or her knowledge of apparel and accessories with the understanding of digital space and social technologies?How Did This Happen?I can only assume that it was Wintour’s ongoing political activities, coupled with informal introductions, that started this client-agency relationship. Wintour figures since Blue Digital did such an amazing job with Obama, that they can do the same thing for Vogue in hopes of making the magazine the industry leader it once was.As fashion brands, designers and retailers have started to experiment and harness the social space, they’re starting to see limited results and sometimes complete failures by the agencies implementing social media campaigns.Why? Because the agencies don’t understand the fashion industry’s need for customized balance between traditional and online marketing.While I am happy that this firm has had success and definitely deserve major kudos for what they’ve done in non-profit and government organizations, I don’t believe they belong in fashion. Just because a firm can successfully implement campaigns in one sector, doesn’t mean they can implement them in another. There are least five other firms in New York who are better suited to handle an account of this size.Vogue needs to hire the creative geniuses within their respective industries that look at fashion as an ART, much as the magazine treats fashion as an art.Those creative geniuses understand the balance of the industry and further understand how to leverage the right technologies and social platforms to make their marketing initiatives successful on a brand by brand basis.Fashion is very fickle; as a marketer, if you don’t understand how in-store merchandising, events, promotions, buyer forecasts, seasons and trends work into the sales cycle that fuels consumer purchases and then understand how that translates online, you won’t be and can’t be successful.We are in fashion – success equals MONEY; not engagement, not sentiment and impressions. Those are only factors that contribute to the bottom line.Added Note From Comments: For Vogue, the revenue lies in being able to capture audiences and retain them. They’ll need strong communities. Why? Because strong communities equate to ad revenue, online and offline.To discover more Fashion Marketing articles, visit FashionablyMarketing.Me.
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