Never one to pass on a hot trend, designer boutique Intermix has decided to join the ranks of branded content creators with the launch of its own fashion and style blog. Named Beyond Best Dressed, it will provide “curat[ed] of-the-moment, must-know happenings from around the globe to keep you on the pulse of everything stylish.”
Currently, Beyond Best Dressed features seven or so posts, including an Independence Day recipe for a red, white and blue trifle, a flier for a Miguelina trunk show in East Hampton, and a trend forecast based upon the recent resort fashion shows. Though there’s not a lot of content, we do have to give the Intermix team props for the clean, easy-to-navigate design and gorgeous graphics—the site is attractive. “Consistent with our sharp edit, the blog is a mix of stylish inspiration from around the globe, but with a localized feel,” Intermix CEO Khajak Keledjian told WWD yesterday.
The blog is a tiny bit overdue: Intermix’s main competition, Scoop, has been blogging since February at What’s the Scoop; other designer shops like Nordstrom and Saks also have established blogs. Like Twitter and Facebook, store blogs seem like a great way to humanize a company while spreading their brand ethos online. Intermix fans will probably read the blog—but the real question is, will non fans?