retail news in context, analysis with attitude

by Kevin Coupe

We spend a lot of time here on MNB talking about the constantly growing power of social media. According to the New York Times, that power now is sufficient to propel one onto the cover of the annual Sports Illustrated swimsuit issue.

The Times writes about how Kate Upton, who adorns the cover of the just-published magazine, “has arrived on the scene as a largely self-created Internet phenomenon.” Described in the piece as a “curvaceous and rambunctious” blonde with “the legs of a W.N.B.A. point guard” who is “a long way from the coolly robotic Eastern European beauty ideal that has dominated the catwalks for many seasons,” Upton apparently was dissatisfied with the progress she was making in her modeling career. And so, she used a YouTube video as a way of building a fan base; the video went viral, the “right” people took notice, and her career got an enormous jumpstart.

Upton, who the story says “has a coolly appraising approach to her assets,” as well as “a big laugh, no shortage of confidence and the habit of cracking her knuckles like a tomboy bombshell,” tells the Times that her fame is no accident, that she decided to use social media as a way of making herself relatable, to display personality that she thought would help her in the long run.

Apparently it worked. Her visage is on display on virtually every magazine rack in America.

Score another one for social media. It’s an Eye-Opener.
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