CWIB Spotlight: Erica Sullivan
CWIB has some truly incredible members that deserve recognition, and the member to know all about right now is Erica Sullivan, the 2018-2019 incoming Chief Marketing Officer. With her own successful blog, she has already broken into the business world of fashion. Read on to learn more about how she got to where she is today and the advice she has for other members.
What the Clique is a blog “dedicated to being a source of inspiration for every woman who loves high-end, yet affordable style.” Erica began this blog to give herself an outlet from some nasty bullying she endured in 2011. Little did she know it would turn into a full-fledged business. The What the Clique brand aims to “incorporate inclusivity into the fashion industry because you don’t have to spend a million bucks to look it.” She has truly made strides in this industry, working with brands like Clarisonic, Elemis, Laneige, Sundee Best Boutique, Monkees of Charlottesville and many more.
So what made Erica start this blog in the first place? She began blogging before it even became the trendy, common hobby it is today. “There were only a handful of bloggers I could look up to for inspiration, and it really wasn’t an established field,” Erica explained. As mentioned above, she was severely bullied in middle school and this blog became an outlet for her to find her voice without the fear of being criticized by her peers.
“I spent a lot of time on my laptop creating this persona of confidence, success and professionalism, and with time I slowly started to realize this wasn’t a persona but rather me discovering myself as an individual.”
The blogging industry is a very recent development in this modern era of technology, so Erica has truly been able to watch it grow and flourish. Ten years ago, retailers spending $1 billion on influencer marketing would have been a laughable matter, but today it is a reality.
“There is no better feeling than watching something you’ve built from the ground up flourish. Being a self-starter has taught me so many valuable skills that I am able to take into my future career. I’ve also developed this little network of followers who allow me to have this powerful platform and voice.”
Erica’s biggest challenge with her blog has been nurturing it and marketing it every single day. She explained that not many people realize how much work actually goes into maintaining a business and brand like her blog. “It takes me about an hour to put the content of a post together, and that does not including the back and forth emails with brands, photographing the product, editing pictures, etc. There is a lot that goes on behind the scenes,” Erica exclaimed.
“When I first started out, people thought the idea of blogging was comical. It hasn’t been until the last four years or so that those laughing at me in 2011 are now attempting to start their own blogs.”
The interview ended with a final question:
What is your advice for any CWIB member who wan