Blogging Demystifies Marketing

Whilst visiting our friends in Yorkshire, I was fascinated to see on their wall two drawings by Hugh Macleod, author of one of my favourite blogs Gapingvoid. It appears my friends have met Hugh and are big fans of his art and ideas. Small world.

Whilst looking again at the Gapingvoid blog, I surfed across to the English Cut blog, which is the work of Saville Row tailor, Thomas Mahon. It is a fascinating blog that provides real insight into the work of bespoke tailoring.

Whilst looking at this blog I found a podcast, podcast where Thomas is interviewed by marketing consultant Johnnie Moore (who as it happens, also runs a very good blog).

The interview revealed that the English Cut blog has been something of a commercial success, creating a larger global customer base. What is interesting about this is that these suits sell for £1700 and upwards. In this kind of luxury goods market, advertising tends to be about creating mystique. However, the blog does exactly the opposite, by revealing the nuts and bolts of the bespoke business it de-mystifies the world of bespoke tailoring (a world which for many is simultaneously fascinating and scary).

What is fascinating is that when you read through the English Cut blog, there is not just lots of behind the scenes facts, there are also lots of compelling stories and fascinating characters. It is great case study in successful blogging because it doesn’t just relay information, it also gives the reader/client a cohesive narrative.

[tags] Marketing, Bespoke, Gapingvoid, Hugh Macleod [/tags]