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How To Pitch For PR: Fashionista.com

'People come to us because they know they're not going to get a weak press release'

By Blake Gernstetter - September 14, 2010
Monthly unique visitors: 400,000
Monthly page views: 4 million
Special issues: Fashionista 15, profiles of up and coming designers in New York (Sept.); school rankings (in 2010, Top Five Fashion Schools); Fashionista 50, the most powerful people in New York fashion (Feb. 2011). Each month, the site has a special market report; in 2010, those include sunglasses (Aug.), denim (Sept.), watches (Oct.). Gift Guides (early December).

Background: Fashionista.com launched in early 2008 as an online resource for people who love fashion and want to be a part of the industry. Publishing by Breaking Media, the site aims to "chronicle the fashion trail from the runway to the first Canal Street knockoffs, while dishing the latest in supermodel gossip and finding the hottest new designers," according to its mission statement. Fashionista covers the fashion industry, from business news to fashion and style, all with a hefty dose of opinion. "We're an independent site, and so we have a really strong voice," says editor Lauren Sherman. "That's the crux of what the brand is about. Everyone has their own opinion, and people come to us because they know they're not going to get a weak press release." The site is based in New York but covers international markets: About 40 percent of the site's users are outside the U.S., and Fashionista.com runs dispatches from correspondents in cities such as Paris, Berlin, and London. ...

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