Social Media's Impact on Fashion

“Online marketing is the most powerful way we can reach our younger customer,” said Sheena Sauvaire, Topshop’s head of marketing. “To be perfectly honest, we have to be using this medium.”
Topshop well knows the power of bloggers. An unofficial Topshop page on MySpace has been sparking about 20 percent of the visitors to topshop.com, according to Sauvaire. The company provides Topshop’s blogger there with details of company events and news. It’s one of the brand’s newest attempts to stir interest via social networking sites, a tactic the retailer first tried three years ago.

- Samantha Conti, "Fashion's New Circuit: Social Networks", WWD. Read the rest of the article here.