Tumblr has earned much of its popularity in the fashion world, and rightly so. We’ve even lauded the company for its efforts — particularly for promoting bloggers as capable fashion reporters in their own right — and celebrated the way many top fashion houses have taken to the platform.
But now individuals from several fashion brands and their agencies — brands that were among the first and most enthusiastic supporters of the platform and its community — are speaking out against Tumblr as it closes in on another impressive round of funding, and prepares to send 16 bloggers to a second season of shows, breakfasts and intimate studio tours at their hosts’ expense.
The complaints began with Jessica Coghan, director of digital marketing at Starworks Group. She publicly blogged her frustration with the sponsorship proposal Tumblr Fashion Director Rich Tong was shopping around to brands ahead of New York Fashion Week, which begins next Thursday.
According to the proposal, Tumblr is asking for upwards of $10,000 for private events with the bloggers, not including the venue and other costs. Sponsorship of Tumbr’s NYFW page and tumblr.com/tagged/fashion are priced at $150,000 and $350,000 for the week, respectively. Brands can also be guaranteed product placement in each of the blogs for an unlisted sum.
One industry rep we spoke to said the sums were “ridiculous.” The rep pointed to the $150,000 package in particular, which merits a sponsor a 190
But now individuals from several fashion brands and their agencies — brands that were among the first and most enthusiastic supporters of the platform and its community — are speaking out against Tumblr as it closes in on another impressive round of funding, and prepares to send 16 bloggers to a second season of shows, breakfasts and intimate studio tours at their hosts’ expense.
The complaints began with Jessica Coghan, director of digital marketing at Starworks Group. She publicly blogged her frustration with the sponsorship proposal Tumblr Fashion Director Rich Tong was shopping around to brands ahead of New York Fashion Week, which begins next Thursday.
According to the proposal, Tumblr is asking for upwards of $10,000 for private events with the bloggers, not including the venue and other costs. Sponsorship of Tumbr’s NYFW page and tumblr.com/tagged/fashion are priced at $150,000 and $350,000 for the week, respectively. Brands can also be guaranteed product placement in each of the blogs for an unlisted sum.
One industry rep we spoke to said the sums were “ridiculous.” The rep pointed to the $150,000 package in particular, which merits a sponsor a 190
