As New York's Social Media Week gains momentum, more and more marketers are joining the fray, sponsoring events and partnering with the three-year-old conference's operator, Crowdcentric, to host gatherings of their own. For media partner Lucky magazine, the timing of the five-day convention provided an ideal opportunity: Social Media Week, which started Monday, ends as New York Fashion Week begins, so the Condé Nast publication opted to tap the crowds from both events to participate in its first Fashion and Beauty Blog conference (a.k.a. “FABB”). It also helped draw attention to the ”Lucky Style Collective,” a blog network the magazine will launch in April.
Held Tuesday, the all-day event took over Apella with a series of panels, demonstrations, and activities from sponsors Revlon, Converse, and Lands' End. Some 150 bloggers turned out, attending sessions featuring speakers such as designer Tory Burch, Tumblr fashion director Rich Tong, J.Crew executive creative director and president Jenna Lyons, and Foursquare head of media partnerships Jonathan Crowley. For those unable to attend in person, Lucky streamed live video of the conference online through Social Media Week's dedicated channel.
“This conference gives bloggers an opportunity to interact with Lucky editors and get tips from experts in the fashion, beauty, retail, and digital industries,” said Lucky's recently installed editor in chief, Brandon Holley, in a press release. “The takeaway will be how to monetize your blog, how bloggers can work with top fashion and beauty companies, and how to make your blog look even better.”
Starting with a meet-and-greet breakfast that put bloggers in front of designers Rebecca Minkoff, Geren Lockhart of Geren Ford, and Danielle and Jodie Snyder of Dannijo, the event included discussions about building long-term relationships with high-profile fashion and beauty brands, growing an audience, and diversifying through multiple platforms, as well as e-commerce and social shopping showcases.
Beyond the presentations, Lucky's gathering hosted sponsors in several areas of the venue's 16,000 square feet. Revlon appropriated the most space, creating three small stations for makeovers, recording videos, and posing for photos. Lands' End used its lounge to highlight Lands' End Canvas clothing, a line the brand launched a little more than a year ago, while Converse flaunted its new Marimekko prints alongside its Chuck Taylor and Jack Purcell collections.