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It generates cash from its roughly 25,000 users (who use the site roughly three times a week) in four ways. There is a consulting arm for brands on digital and social media growth, and a fast-growing shopping component that allows for purchase of featured looks via affiliated links. More meaningful, however, is that smaller labels or those without runway shows can pay a monthly rate to be featured on the database alongside bigger houses, thus thrown into the sightlines of busy editors and stylists. Emerging labels pay around 150 euros (about $175), while more established brands pay 450 euros ($520). “Within a week of being on Tagwalk, I was getting editorial requests from a different level of industry power player, those inside a bubble that had been so hard to crack before,” said Rosh Mahtani, the founder of Alighieri, a jewelry label sold on Net-a-Porter. “But the really valuable part of the partnership is data. Insight into what trends people are looking at on Tagwalk, or key words that are consistently popular, has helped me shape my next creative and commercial steps, from how many pieces to produce to what kinds of stones or materials to use.” For Tagwalk, mining and selling data analytics is where the real money is. Though the user base is still relatively small, the influence of those who regularly visit the site is big, making access to their behavioral habits extremely valuable to those who want to better understand them. Nearly all of the biggest brands in the industry are keen to know which shows got the most searches for the fall 2018 season.
For the original version including any supplementary images or video, visit https://www.nytimes.com/2018/07/05/style/tagwalk-fashion-search-engine.html