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Fashion Blogger Focuses on Walmart for Content

A screenshot from today's Penny Chic.

The fashions featured on Shauna Miller‘s blog Penny Chic can be found at your local Walmart… and that’s the key to the blog’s success.

According to this story on The Daily Beast, Penny Chic (which isn’t tied to Walmart at all) reaches the mass audience — the folks who can’t afford the high-end outfits featured in magazines like Vogue, but still have lives filled with dating, careers, and vacations that they want to dress for.

The blog’s readers are attracted to the accessibility of its content the story says. Unless you live in New York City, there’s a local Walmart where all of these items can be found. And for Walmart, Penny Chic gives the retailer much-needed promotional help in the fashion department, where it has always lagged.

There are tons of luxury fashion mags and websites, but there are also successful pubs like Lucky that show readers not just what to wear, but where to find it. But, there are plenty of fashions even in the more accessible outlets that are on the more aspirational side.

Are there more Penny Chic-style content opportunities out there in fashion or other usually high-end consumer areas? Or is this a unique case? Share your thoughts.

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