Fashion Tribes

“Strut rocks! They provide intelligent, insightful business strategies and amazing creative talent”

Lesley Scott, CEO/Founder


Strut NYC entered at the ideation stage of FashionTribes.com, six web-based fashion magazines to be launched on an expedited schedule that coincided with New York’s “Fall Fashion Week,” sponsored by Mercedes Benz. In addition to executing one of first live podcasts ever to hit “the tents,” including prominent Vogue fashion contributors and both rising and established designers, we fashioned the entire business model, including:

• financial modeling
• marketing strategy
• website and blog design
• creative development and editorial design


One of the first web-based magazines to embrace the unique, tribal aspects of their fashion constituents and to cultivate an editorial, advertising and overall creative experience tied to each tribe.

An early innovator in the integration of blogs and podcasts into traditional editorial calendars.

Shattered original subscriber goals by capturing 10,000+ subscribers within the first 3 months.

Among “Top 20 Lifestyle Blogs” by Technorati.

Garnered fashionista credibility via Women’s Wear Daily (WWD), Harpers Bazaar, Glam Network and Newsday.

Counseled client in the negotiation and securing of advertising agreements with prominent luxury brands tied to each tribe.

Developed and deployed “Fashion Personality Quiz” designed to tie user behaviors and opinions to web advertising.

Customized content management tools allowed senior editors to support remote editorial contributors in a seamless manner.

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