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LOFT BLOGS AT TUMBLR: Loft appears to be the first fashion company to try out visual blog platform Tumblr, starting with a blog and guest editor for the month of April. The retailer has hired personal style blogger Jessica Schroeder of “What I Wore” to blog on Tumblr and reblog the same content on her own. The Loft page launches today. A banner ad on Schroeder’s page explains the partnership.
“It felt really natural to us,” said Loft’s marketing manager of digital programs and client outreach Julie Fredrickson. Fredrickson, recently hired from Equinox, started as a fashion blogger herself and sold fashion blog network Coutorture to Sugar Inc. in 2007. The Tumblr platform lends itself to easily sharing content in the same way as Twitter because a blogger can repost anyone else’s story with one click. Guest editors have been embraced by fashion companies who want their blogs to tap into a wider network of fashion enthusiasts.
In addition to Schroeder’s posts, the Loft blog will publish tips about such topics as food, style and music. Loft has a very active Facebook page with 48,860 members, as well as pages on Twitter, YouTube, Flickr and Vimeo, and a blog at LiveLoveLoft.com. — Cate T. Corcoran