In the past, fashion was accessible to the style-hungry primarily through magazines and runway shows. Now it branches out further into cyberspace with its latest move to blogging website Tumblr. Created by 26 year-old software consultant David Karp in 2007, Tumblr has been making waves as the “it” place for blogging with the many categories of posts it employs: texts, photos, quotes, links, chat, audio and video.
Brands like Kate Spade are making a name for themselves in cyberspace as they recognize that the usual channels for style information could soon be, if not already, out-dated.
Tumblr provides more opportunities for a fashion house to “spread the word” so to speak. With their “reblog” feature, Tumblr allows the user to share information by reposting it on his/her own blog. This in turn provides feedback to the original source. While Kate Spade uses Tumblr to interact with fans and mostly as a marketing tool, other fashion brands like Oscar de la Renta’s Tumblr account displays more of a behind-the-scenes look at the designer and his creations both past and present. The account was set-up to distribute brand content for recall by relying heavily on visual content, as opposed to marketing merchandise.