Q. Is it all down to the blog?

I looked at this wonderful blog and wondered what else we could do with it. For example, The New York Times Fashion Editor had been for a long time been trying to get a contact at Saville Row but they were ignoring him. Then I helped him find Tom and his blog and that led to a feature. That made him ‘Saville Row To The States’.

Q. So blogs need help?

You’ve got to take it further than the blog itself – yeah getting a hit on Boing Boing created huge traffic and exploded his business – but you have to think longer term. In the long term, it’s important for the brand – for existing and future customers – to get the legitimacy that a publication like The New York Times can give it.

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