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

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.

All Saints 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 All Saints 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, which will work alongside Profero to foster new online partnerships during 2012.

All Saints was purchased by private equity firm Lion Capital, which also owns 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 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.


Published 16 December, 2011 by NMA Staff

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