The Woolmark Company has joined with some of Australia's leading authorities in fashion, beauty and lifestyle to support an innovative new platform for players in the fashion retail arena.
The Maxconnectors concept, founded by entrepreneur Lynette Phillips, brings together a total of up to 25 hand-picked bloggers to create cutting-edge content across fashion, beauty, interiors and lifestyle on a regular basis, and has secured The Woolmark Company as an exclusive launch partner.
The partnership will see The Woolmark Company working with with renowned identities and Maxconnectors contributors Candice Lake, Lara Hutton and Anouk Colantoni to create unique editorial collaborations for the Maxconnectors platform in the coming months.
Phillips also revealed that Maxconnectors has already worked with some of The Woolmark Company ambassadors, such as Kym Ellery and Michael Lo Sordo, to create content “with more to come over the next few months”.
“The motivation behind Maxconnectors was to create a bloggers’ network that showcased industry experts who are at the top of their professional game. It’s not a service so much as a publication, which gives readers a glimpse into the inner sanctum of the fashion industry, and advertisers or sponsors the chance to align themselves with experts who have a dedicated audience,” she said.
“The Woolmark Company is an amazing fit for Maxconnectors, as their initiatives both locally and internationally are aligned with where we're taking the platform. From the beginning, they were excited to be involved and we've continued to work closely together as the project came in to launch.”
According to Phillips, the platform, which currently has nine bloggers (plus the editor’s blog), also represents a unique opportunity for fashion retailers to connect with the consumer market.
“At any point in time, the Maxconnectors bloggers could be anywhere in the world - on buying trips, on the fashion week circuit or scoping out street-style in international cities. The content they share with readers, be it trends or a new product is designed to inspire and engage with what's going on at a global level – which can translate into consumers wanting to purchase or buy into that particular trend,” Phillips said.
“This is something we're starting to see a great deal more of - as people look to style influencers for purchasing decisions and for direction on their home or personal style.
“Bloggers are publishers with incredibly loyal followings and so they have tremendous power to shape opinion, action and purchasing behaviour, and we've already seen an influx of brands collaborating with bloggers on products or campaigns over recent years, from international labels like Coach, H&M and Tiffany & Co., to home-grown brands like Mimco, Miss Shop and Bonds.”
Maxconnectors launched this month. There is no cost to subscribe or read the blog and readers can subscribe via RSS, to the newsletter, engage on social media or visit the site.