Billed as a forum where “global online taste makers meet executives from premium brands,” the Chictopia10 Social Influence Summit was held on February 13^th at the Allegra Laviola Gallery in lower Manhattan.  (Intimate invitation-only events for the panelists and select guests were held on the 14^th).

The day’s panel discussions brought together bloggers including Judy Aldridge (Atlantis Home), Danny Roberts (Igor and Andre), Liz Cherkasova (Late Afternoon), and Rebecca Stice (The Clothes Horse) to discuss the future of blogging and provide insights to optimize brand-blogger relationships.

Jane, Lucrecia, Rachel, Liz, Taghrid

Marketers and media specialists including Susan Koger (founder, ModCloth) and Jennifer Wexler (Marketing Director, Botkier) shared their take on the blogosphere, highlighting the importance of associating their brands with individual style and independent voices, and sharing their take on activating communities with new tools like Polyvore (whose VP of Products, Jess Lee, also spoke).

The day was capped off with a fashion show of emerging designers including Alexandra Grecco and Triskaidekaphobia (jewelry designed by the girls of Six Six Sick), followed by a cocktail party at the Tribeca Grand Hotel.

Highlights

Clockwise from top: Tahgrid, Liz, Danny; Janelle, Alexandra, Landon and Hannah; Judy

The panels opened up a valuable dialogue between bloggers and brand representatives that was timely and encouraging for both sides.

Rebecca Stice of The Clothes Horse and Judy Aldridge of Atlantis Home (also representing her daughter Jane of Sea of Shoes, who was in the audience) lamented the impersonal “deluge” of PR mailings that showed little knowledge of the bloggers’ brands.  Both panelists suggested that symbiotic relationships with brands, going beyond just a post or ad about a product, have been the most rewarding for their blogs. Whether collaborations or other engagements, these partnerships succeed by making use of the blog’s unique point of view while also appealing to the site’s prized audience.  Judy urged PR firms to approach bloggers thoughtfully, and suggested “put[ting] together a package that lets us know you understand the content of our blog … and who our readers are.”

Bloggers are valuable

The marketers stressed the value they place on the blogging community, citing blogs’ ability to showcase how products can exist in the consumer’s world and to create a valuable dialogue between consumer and brand.  “Our fans and their personal style is a part of who we are,” said Jennifer Wexler of Botkier.  Encouraging bloggers, Susan Koger of ModCloth emphasized that “brands are a lot more open [to partnering with bloggers] than the community realizes.”

Naomi Nevitt, a new media specialist formerly of TeenVogue.com, continued the pep talk, drawing on her experience to illustrate that established brands like Vogue often learn about blogs through a blogger’s own initiative.  She urged that anyone hesitant to approach companies should just “do it!  They want to see you!”

Insights from Danny Roberts (Igor and Andre), and Liz Cherkasova (Late Afternoon) were also inspiring.  Both said they planned to expand their presence in social media, with Liz venturing onto Facebook as a way to connect with her fans, and Danny adding Blip.tv videos to his media palette.

Why Should I Attend?

For Helen Zhu, Chictopia’s CEO, “Our community is about making connections.” By this measure, their first event was a success. Despite being a 300-strong gathering, Chictopia10’s gallery setting had an intimate feel that encouraged conversation.  Jane of Sea of Shoes wasn’t the only famous face in the crowd: Lucrecia of Fashion is Poison,  Rachel of That’s Chic, Tagrid of Tagrid.cc and many more highly respected bloggers worked the room.  The outfit inspiration alone was worth the $129 ticket price (for Chictopia members), but the opportunity to gain executable insights from experienced bloggers – and meet them in person – made the event highly rewarding.  Watch Chictopia’s space for future summits.