DIARY directory recently caught up with Craig Landale, editor-in-chief of Menswear Style. Launched in April 2012, Menswear Style is an independent daily online men’s fashion, grooming and lifestyle website, focused on fashion, style, lifestyle and grooming. Menswear Style covers a wide range of men’s topics from technology and cars to health & fitness and exclusive interviews with individuals such as Matt Richardson, Rick Edwards, Steve Angello, Henry Holland, Peter Werth, Simon Carter and Paul Weller.
 

Highly commended for 'Fashion & Retail' in the UK Blog Awards

"I want to build a brand as a publication, not as an individual influencer"

Listed in DIARY directory in the digital influencers subsection, along with 1000+ categorised influencers for PRs to work with, Craig provides insight on building a brand as a publication rather than as an individual influencer; how his site stands out from others in his field; and noticeable differences in the industry over the last few years in regards to advertising and working with brands.

You are quite renowned in your categories, what makes your blog stand out from others & how do you keep on top of this?

We are very consistent as a publication. I run all the social accounts and know exactly what the tone of voice is. Due to the creative writing of my editorial team we're able to publish content every day too. I'm also obsessed with having the right graphics, design and imagery on the website and within articles. Due to my previous career I know a lot about digital marketing, which certainly helps too. However, a lot of it is down to luck. We entered the market at the right time and have enjoyed some lucky breaks. We never sit still, and some projects have bombed, whilst others have flourished. The main thing to do is to keep innovating and trying.

 
How many people do you have helping you with the site, what do they do?

I run the ship from Aldgate Tower in central London and have a team of 6 editorial writers who work for me on a freelance basis. I also have a couple of photographers who attend all the different fashion weeks to shoot street style. My web developer and web designer are also freelance and work for me on a project basis.

How has your background in online marketing helped with the creation of your site & how has this area changed since you worked in those roles?

I worked in digital marketing for a large menswear group so this helped with setting up Menswear Style a great deal. I already had knowledge of the fashion business industry and knew about SEO, Affiliate Marketing, Social Media etc. I also had basic HTML skills, which can come in handy from time to time. Digital marketing is constantly changing though, and I don't have time to keep on top of it as much as I once did.

Have you thought about signing up with a social/talent agency?

We work with many agencies across PR, SEO and Talent etc. We've probably worked with over a hundred different agencies since 2012 actually. However, we don't sign exclusively with anyone and we work with them as 'Menswear Style'. I personally try to keep my own name away as much as possible. I want to build a brand as a publication, not as an individual influencer.

Have you noticed any changes when it comes to brands advertising with you?

Brands are looking for good quality editorial, which comes across naturally. They also want social backup, often through Instagram. We offer all types of exposure, from competitions to brand focused articles, interviews with designers to shopping destination reviews. I like to liaise with them via email to find out what they're looking for and to see if they have any specific ideas. We can then discuss what is feasible within a certain budget.

Where does most of your traffic come from?

The majority of my traffic comes from Google. I'd say that's probably the case for all websites who achieve high traffic.

You have a podcast, do you see this type of media being on the rise and is there potential there for brand collaborations?

I'm obsessed with Podcasts after first discovering Serial when it first started trending. Since then I've subscribed to all sorts of Podcasts from True Crime to Business shows. Starting a Podcast under Menswear Style came to me after seeing that there was no menswear voice in the Podcasting industry and thought that we could fill that gap. Right now we've just launched our 5th episode, which debates print versus digital publishing with high profile guests such as Dan Rookwood, Eric Musgrave and Nick Carvell. Right now we're just focusing on gaining a sizable subscriber base but yes, we'll definitely be looking to collaborate with brands and gain sponsorship in the future.

What are your top tips for other male bloggers wanting to make more of a success of their website?

Be consistent, learn some basic digital marketing theories, network, reach out, don't take no for an answer and never burn your bridges.
 

How do you manage your time on an average day?

I like to work in batches. I first start the day by clearing through and answering emails, which have come through overnight. I then start with publishing the first of up to three daily articles and finish by promoting those articles across our social media channels. I find that I'm much quicker and efficient when working in batches this way.

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Craig Landale in 'digital influencers'