Exactly one week before New York Fashion Week, we met with Kendra Bracken-Ferguson at Lincoln Center. Kendra, who's the founder and owner social media agency, Digital Brand Architects talked to us about Fashion Week, the emergence of social media, and why bloggers are the next big thing.
CHIC.TV: What's your take on social media and Fashion Week?
Kendra: Social media has opened Fashion Week up to a whole new audience. It's no longer a private community for designers and editors. Anyone can participate. Social media makes fashion more accessible.
CHIC.TV: How did you get your start in fashion?
Kendra: In 2003 when MySpace launched I had the chance to work with AT&T on a youth marketing project. The project was the first time a brand and a social networking platform came together to monetize content. From there I worked for Digital Practice Group, traveling the world and helping the company's internal department learn how social media relates to marketing.
CHIC.TV: And then you started work at Ralph Lauren?
Kendra: Yes. My role at Ralph Lauren was to figure out the company's overall social media strategy and execution of programs. What's great about Ralph Lauren is that the company really understands the space and is willing to be very innovative. They were the first brand to have QR codes and the first to have an e commerce platform. They're leaders in this space because they try new things and recognize trends.
CHIC.TV: Tell us about your company Digital Brand Architects.
Kendra: When I met my business partner, Karen Robinivotz, we instantly hit it off. One night I couldn't sleep. I had this idea to open an online management agency for bloggers. I called Karen and she loved the idea. We realized that we had something really unique. Digital Brand Architects has two arms. One part is social media management for different brands. We do social media strategy and execution for clients like Tory Burch, Brian Atwood, Ralph Lauren, and Aldo. The second facet of our business is managing bloggers.
CHIC.TV: Do you consider blogging a job?
Kendra: We represent bloggers as talent, doing paid partnerships with them and brands. We have one client that's writing a book, one that's doing a TV show. We think bloggers are talent and that they have extreme value. We're turning bloggers into media channels.
CHIC.TV: What websites to you visit during your free time?
Kendra: Pinterest, GetGlue and Mashable.
CHIC.TV: Where, in your opinion, is social media going?
Kendra: It's hard to say. The biggest thing is that brands have to get into the game. It's more than just being there. Brands have to figure out how to optimize social media platforms and figure out how to use them. What makes you unique? Are you creating experiences? It's not all about the brand, it has to expand into a lifestyle.
CHIC.TV: Can you give our readers that want to be bloggers any tips?
Kendra: If you really want to be successful ask yourself what makes your blog different. Are you a resource? How do you inspire readers? If you just want to have fun, and have a voice, go for it!
To learn more about Digital Brand Architects and what Kendra and Karen are doing in the world of blogging and social media go to http://thedigitalbrandarchitects.com/.
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