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The internet is a wild place and one where the main survival skills are the ability to entertain and stay relevant. As Leandra Medine, the blogger that hardly needs an introduction (because her Man Repelling proceeds her), recently told Business of Fashion "We are at a point in the evolution of blogging where only the strongest will survive—it's Darwinism." So, as we enter the next era of fashion blogging, how does Medine plan to evolve?
For one thing, she's ensuring that she's fit to survive with a cool, calculated plan of digital media dominance—or at least internet staying power—on a couple of fronts. Her site generates about 30 percent of her revenue through ads, and then her storefront brings in about 10 percent. And finally, collaborations are the real money makers, delivering 60 percent of her revenue. From partnerships with Michael Kors to BaubleBar to Gryphon and more, Medine says that Man Repeller the person is "more monetisable than the actual site."
She is also dipping her toes into print with a book deal. Slated for a September 2013 publishing date, her semi-autobiographical collection of essays will connect big life moments to the clothes she experienced them in. Medine explains that the book is "based on the notion that the female memory is so driven by fashion. I can tell you exactly what I was wearing when I met my husband, when he first broke up with me, when we got back together."
But that's it on the print front. For the future of her self-styled, self-centric brand, we can instead expect primarily digital growth. She's also choosing to stay independent rather than partner with a media giant like Condé Nast. The "idea of partnering with print kings scares me," she says, "And I want to make sure everything stays digital."
To help Medine with all this growth and execution of her plans, she has just signed with talent agency Creative Artists Agency (CAA). Backed by an agency, she feels like it's her time to shine. "I think more than anything what's great is that they have taught me to think on a larger scale," she said. "This is our moment, so we may as well seize it."