AllSaints reaches out to UK bloggers to drive high-street sales

AllSaints is set to expand the number of UK bloggers it works with as it looks to build its digital strategy around content and advocacy.

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The high-street fashion label will expand its roster of editorial partnerships in the UK by identifying key affiliates within the fashion industry and blogging sites.

AllSaints will focus on nurturing partnerships with the “fashion-fanatic who blogs about their passion to a dedicated audience”, following a 108% year-on-year revenue growth since digital agency Profero began managing its affiliate channel last September.

According to an AllSaints spokesman: “Fashion retail – arguably more than any other sector – has seen the power to move the high-street from traditional media into the blogosphere.”

The announcement follows the appointment of performance agency, Affiliate Window, who will work alongside Profero to foster new online partnerships during 2012.

AllSaints was purchased by private equity firm Lion Capital, who also own lingerie label, La Senza, and its US partner Goode for £105m in May. It has the potential to become a £1bn turnover business, generating £500m of sales within the next three years, according to its majority owner, Lion Capital.

Fashion brands are increasingly developing more online content. Just last month, Topman launched an online multi-platform magazine, ‘Topman Generation, created by ad agency, M&C Saatchi.

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