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AllSaints harnesses the power of the blogosphere

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Fashion retailer AllSaints is putting the emphasis on the power of the blogosphere when it comes to performance marketing.

Since the company started working with online marketing agency Profero in September 2010 its year-on-year revenue has grown by 108%. Now it has consolidated its performance marketing activity to Affiliate Window as part of a strategy to identify key fashion affiliates, including blogging sites.

Profero says that in fashion, perhaps more than in any other sector, blogs written by passionate people who make fashion real for their millions of readers, are helping to move interest in fashion retail from the traditional media to the blogosphere.

The decision to consolidate All Saints performance marketing activity onto Affiliate Window is seen as the next step in the evolution of its marketing programme. Profero says that the way brands work with both affiliate publishers and bloggers will develop through 2012, and that AllSaints and Profero will be at the forefront.

“We’ve had a great year working with AllSaints and look forward to further expanding the relationship through Affiliate Window by building upon existing and new partnerships with publishers in the fashion sector,” said Gemma Smith, affiliate manager at Profero.

Affiliate Window, based in East London, will be working with AllSaints and Profero on plans to expand further internationally, including targeted recruitment of affiliates, as well as to acquire and retain customers.

James Wintle, head of ecommerce for AllSaints, said: “The opportunity to be represented by a network that will ensure AllSaints benefits from market-leading technology within the affiliate channel was a huge factor in committing to this partnership with Affiliate Window. We have been eagerly anticipating this launch and look forward to forging a successful relationship moving forward.”

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