We’ve always liked the television commercials for Beall’s, cuz they encourage you to “Live the Florida Lifestyle,” rather than chase after some northern city fashions.
OK, so Bealls is not exactly the most hip place to go shopping. It seems they cater to the higher end fashion-conscious moms and grandmas.
But now Bealls is gonna have a blog!
Kim Ulmer, a 36-year-old Tampa mother of a 3-year-old, has been chosen as the new face of Beall’s, the moderately priced department store chain. She’ll appear in print ads, TV morning shows and on Bealls.com offering family fashion tips tailored to appeal to today’s more practical shopper. She’ll be offered as a resource to the state’s plethora of fashion chat blogs and host her own blog at beallsflorida.com. That puts her among the first in a slew of retailers about to try interacting online directly with customers in the ever-growing fashion blogosphere.
You can check out Bealls blogger Kim Ulmer at the “Fashion for Real Life” blog, although they are not sure how it’s all gonna work out. President Lana Cain Krauter says
“The blog is going to be a learning experience for us. We’ll have her blog fashion tips and respond to shopper questions now and then. Then we’ll see how live blogging evolves.”
We love it when companies just decide to “put up a blog” and see what happens. But this is nothing new for Bealls. Back in 2006, they joined the blogosphere with FLA etc… Fashion Life Advice etc, which again was supposed to be Florida-centric marketing. Unfortunately, they really didn’t know what they were doing, and the FLA etc blog was abandoned in 2007.
I’m sure they will have better luck this time.
Denis Baldwin
1 year ago
I see this in a lot of companies I work for. I’m all for blogging for business, but they never realize how much time it takes or what the blogosphere wants or how to organize their blogs. Typically, it’s either a giant collection of spam about product with no real value or a convoluted mess of half-hearted posts supporting their business model, but not enticing users.
I just broke my own company’s way of thinking on this and we’re finally getting traffic because we’re making quality posts and staying on topic.
junebee
1 year ago
They should have chosen a 68 year old grandmother of 3 as their blogger, since that is who their clothes are apparently geared toward. No offense to older women (I’m nearly one of them!) but the when I read the Beall’s circular on Sundays, I can’t picture anyone younger than 50 in the clothes.