Live Blogging Fashion Week

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The Wall Street Journal (paid sub. req.) examines a new kind of reporter attending Fashion Week in New York City–the retail blogger, whose aim is to drive traffic to stores where the latest fashions are available for purchase.

Ken Downing might look like any other reporter at the New York shows. But he’s the fashion director at Neiman Marcus, the Dallas-based department-store chain that caters to well-to-do shoppers. Starting today, Mr. Downing will post his reviews of around 18 shows at New York’s fashion week on the Neiman Web site. They’re part of a new marketing tactic that a small but growing number of retailers are using to help boost sales of designer clothing, which has been a bright spot in a dismal apparel market.
But unlike other media covering the shows, these commentators are in the awkward position of reviewing their own suppliers — and their aim is more to boost sales rather than offer impartial critique.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.