Blog Spotlight: Shoes and Drama
March 13, 2016 Blogs
Saudi fashion editor and luxury consultant Marriam Mossalli explores the inner workings of the fashion industry on her Shoes and Drama blog. MediaSource spoke with Marriam about her blog, her take on the regional fashion blogging scene, and why she feels brands are getting it wrong with online influencers.
What inspired you to start blogging?
It was an organic process. As an ‘old school’ print editor, I saw the online versions of my articles getting a lot of traction, so I knew I had to move online. But what was I going to cover in terms of content? My articles were already being published on major websites; so I thought about going ‘behind the scenes’ of an industry insider - hence, the ‘drama’ behind ‘shoes’.
But the blog has evolved into more than just the uncensored versions of my articles, or profile pieces of fashion professionals I have met in my career. I saw a real void in the market for real content online. Everything was visually driven - from outfit posts to superficial personal reviews - and I kept thinking: “What does a 25-year old care about a 16-year old’s outfit?” There was a whole demographic being completely ignored in the blogging world, so Shoes and Drama became that voice online - the independent, hard-working woman who doesn’t want budget looks, but would rather invest in a classic Chanel tweed jacket. She’s not into trends, she sets them with her lifestyle.
How do you differentiate your blog from other fashion blogs?
It’s sarcastic and doesn’t take itself too seriously, but it’s also in-depth. The tongue-in-cheek tonality also enables us to talk about female issues in a region where speaking up can be dangerous. I think in the end, Shoes and Drama is always about championing female achievements and empowering us to do more. That avant-garde abaya? It’s not just a bold fashion statement, it’s our voice and it’s expressing our individuality. Fashion has always been a safe outlet for women in the Gulf and I think today it plays an even more crucial role - such as enabling us to participate in the economy, putting us in the public eye, and getting us warranted international recognition for our achievements.
What are your observations of the fashion blogging scene in the region?
It’s stopped. We incorrectly interchange ‘blogger’ and ‘influencer’. Bloggers were killed by Instagrammers, and Instagrammers are about to go extinct with Snapchat. I just wrote an article about it – ‘Snapchat Killed the Instagram Star’ - it’s all about how Snapchat is now our commercial-free, instant reality TV, and the biggest names are the ones on it 24-7, displaying their most intimate moments. I don’t know how far that’s going to go in a region known for being quite conservative, but I guess that explains the appeal in the first place.
Tell us a bit about your social media presence.
Social media is how I communicate with other influencers, it’s how my luxury consultancy Niche Arabia is able to host events without being an ‘agency’, but rather as ‘one of them’ - because whether I want to concede it or not - I am one of them! And this credibility and clout has been earned over the years through the consistent transparency and non-filtered dialogue I push on my Instagram and Twitter. I believe in freedom of expression, and trust me; sometimes I wish I didn’t. As long as it’s not hate speech, I encourage open dialogue and never delete comments or tweets because I disagree with them.
What’s your take on influencer marketing as a strategy among PRs and brands, both from your work with Niche and as an influencer yourself?
I think brands and marketers have it all wrong! They look at numbers of followers and think that means reach? It doesn’t. Besides, many have bought followers (Note to bloggers: don’t do that, you’re just shooting yourself in the foot! It’s obvious! Especially when you try to host an event, or brands look at the ROI at the end of a campaign with you).
Also, we’re lazy! We pick the same names over and over, and the bloggers are just as incorrect by accepting these jobs. It is diluting both the brand engaging the influencer, and the influencer - who is also a brand at the end of the day. At Niche, we make sure we work with influencers who love the brand, making them more than just brand ambassadors - but true brand advocates. Because the viewer is getting smart and knows when content is not genuine.
Personally, as a consumer, fashion content on Instagram affects me negatively - meaning, I look for what I’m not going to buy most of the time. If I see a blogger wearing something, I think ‘Oh, she must’ve been gifted that’ and automatically feel I’m too elite for that - I want the inaccessible, designer stuff! If I see a blogger on a branded page with multiple tags of that brand, I think ‘Ok, so she got paid for that’ and ignore her recommendation. Brands need to get smart, and bloggers need to learn to say no and be strategic.
What are your thoughts on sponsored content?
We don’t do it. Either you pay for a banner, or give us a product to review - and it’s up to us to write and/or publish it.
How is the PR landscape in Saudi Arabia?
Honesty, I think PR agencies are a decade behind the rest of the world - that’s not to say there’s not some great ones out there - I’m talking in general, of course. My advice: be picky - don’t just dump press releases on every influencer the same way you would send a PR blitz to every publication. Be niche. And be strategic in your access: build collaborations and partnerships, not one-off deals. And hook up with emerging influencers, start early and get them brand loyal - they’ll be your biggest asset in the future!
What’s the key to building strong blogger/PR relationships?
Treat and respect bloggers like media! Give them access and let them work like journalists and review without paid-for-posts. I never paid an editor to attend an event and I’m not paying a blogger. I hate the whole tit-for-tat. It’s about building and sustaining relationships. Niche Arabia, for example, does not pay for any posts for our events or campaigns, unless we are advertising. But the same way a journalist is invited to a fashion show or event launch, we invite the bloggers and the rest is up to them. First of all, paid content is obvious to viewers so it’s also less effective than a real review or genuine post. Second, if I’m just paying you for a post, what’s to stop you from accepting money from the competitor and posting the same positive review?
Any advice for new fashion bloggers just starting out?
Be honest. Just like overly contoured faces are totally obvious on Instagram, so are paid-for-endorsements. Live what you preach and remember you are A BRAND! Don’t dilute it with a hundred brands - revenue is important, but be strategic - you don’t want to end up like some bloggers who have worked with everyone and now have no influence at all!
Prev
