The Power of Fashion Bloggers

Ceri Heathcote assessed the influence of fashion bloggers on industry trends in an article for Helium, and we have developed our own conclusions from reading well-known fashion blogs with large followings. Heathcote's thoughts on blogging:

The influence of fashion blogs on trends and fashion by Ceri Heathcote

Fashion Blogging is rapidly increasing in popularity, with new fashion blogs springing up everywhere and the number of people turning to fashion blogs as a source of information or inspiration for style and trends growing. But how much influence does fashion blogging have on trends and fashions and why is blogging becoming the latest media for fashion?

Fashion blogs are about fashion, clothing and accessories and also include runway trends, celebrity fashion and street style. Fashion blogs have been reported in the US as early as 2002 (Sinclair, Jenny. Fashion blogs, "The Age", October 17, 2002.) and have been increasing in numbers since, In 2003 The Wall Street Journal reported of 40 bloggers being given invites to New York fashion week (Dodes, Rachel. "Bloggers get under the tent", The Wall Street Journal, September 12, 2006). Today blogging has become a very significant media for the fashion press with independent fashion bloggers and funded fashion blog networks competing for dominance in the blogosphere.

The significance of fashion blogging in influencing trends and fashions is evident in the increasing number of companies looking to promote their clothing through fashion blogs and fashion blogging and the money associated with fashion blogs. Fashion Bloggers report increasing profits with Manolo's shoe blog reportedly making a six figure sum and the bag snob generating a five figure sum. The emergence of fashion blog networks such as Coutorture Media and Sugar Publishing Inc have attracted large amounts of investment into the fashion blogosphere. The significance of fashion blogs is also evident in the number of commercial organisations chosing to set up their own fashion blogs such as the Telegraph. In December 2006 , fashion blogs were recognised by Vogue in an article about their significance . In Jan 07, the Daily Mail published an article on the fashion blog stars advising readers to "Forget waiting for the monthly glossies, the sharpest fashion advice is now online".

Perhaps the popularity of fashion blogs is because they are written or perceived to be written by a real person and not a marketing professional. They give individuals honest opinions of trends and fashions and in most cases are not influenced or paid directly for endorsing products although most generate revenue from advertising. This gives fashion blogs a very realistic approach to fashion, more so than many of those working in fashion and fashion marketing. Fashion blogs are often scathing about a new designers collection and so can diffuse much of the hype created around fashions and trends by marketing professionals. They can also popularise and create crazes for products, which have little or no marketing budgets. Probably the most important factor in attracting so many readers to fashion blogs is the enthusiasm and love of the bloggers for the subject on which they are blogging. Most fashion blogs are started as a hobby and an outlet for individuals with a love of fashion and clothes. The individual styles of writing often make the blogs an interesting and sometimes very funny read. Blogs do not have to conform to a particular style of writing and so are usually much more informal in tone making it easier for the reader to relate to them.

The nature of blogging means that they are a quicker and more interactive form of communication than traditional glossy magazines, reviews of collections and runway shows can be instantly posted giving readers instant previews for the next seasons trends.

So what about the future of blogging? As Designerhighstreet prepares to launch its very own blog, fashion blogs are fast becoming the preferred source of information and inspiration for fashion consumers in the know.

Source: http://www.helium.com/items/678939-the-influence-of-fashion-blogs-on-trends-and-fashion

We would like to take this research a step further into the influence fashion blogs have on what consumers are buying. In a time where most customers have to be choosy with their disposable income, fashion blogs are bringing back the trend of perusing thrift stores and wearing vintage pieces in updated ways. Kelly of The Glamourai often mixes high end pieces with re-constructed thrift store finds with effortless style, making her iconic to fashion blog readers across the globe. Jane Aldridge of Sea of Shoes has reached celebrity status through her quirky, high fashion style. The 17-year old Texan has been invited to the Crillon Ball (thanks to a referral from the iconic Vogue magazine) in Paris in November, having been recently fitted by Chanel Haute Couture for the event. Her influence was recently recognized by Urban Outfitters, who invited Jane to design a small collection of shoes for their stores. The shoes were an enormous success thanks to her large global readership of her blog. Our research shows us the trust readers have in their favorite fashion bloggers. Many online companies are cashing in on this by sponsoring popular blogs. Jessica Schroeder of What I Wore features clothing from one of her biggest sponsors, ModCloth, on a very regular basis. Nearly every time she features a specific item (whether it be a dress, a pair of shoes, a necklace, etc.) it sells out within a few days from Modcloth.com. Blogs such as Kansas Couture and Painfully Hip focus on the style possibilities found in thrift stores, featuring surprising items like $1 Salvation Army blazers meant for little boy's worn in updated, trendy ways. Street style and fashion blogs are revolutionizing the fashion industry, and the companies that are having the most success in our current economy are the ones that recognize this influence.

Sources: http://theglamourai.blogspot.com/, seaofshoes.com, http://whatiwore.tumblr.com/, modcloth.com, http://www.kansascouture.com/, http://www.painfullyhip.com