It all began in far-gone 2000s … Fashion-obsessed girls (or rarely even guys) probably bored with their life and hungry for social recognition started featuring their “Street styles” and sharing them on online platforms. Mind-blinded with the idea of getting public’s feedback, they couldn’t even think that one day this passion can turn into a million-dollar business – well, at least for some of them!
As these later-called bloggers started confidently gaining an audience, fashion brands realized that it’s their chance to present their products in a new light! They saw bloggers as an opportunity to communicate, bound and engage with consumers. Aiming to raise awareness and profitability, fashion brands jumped into developing state-of-the-art ideas on how to drag highly influential bloggers into their marketing strategies. They would beg these young talents to write content with their product review or to do a video promoting a brand. Not longer after that, bloggers began to realize their paramountcy in fashion industry. That was the time when innocent fashion enthusiasts, initially inspired by a simple idea of spreading their opinion across, started turning into real business sharks.
Over the years the most daring and persistent bloggers managed to acquire a “celebrity status”. Now cooperation between them and brands is no longer restricted to online content creation. It has reached a whole new level! Brands invite bloggers to model for fashion campaigns, bring them as ambassadors or even ask to co-design collections. It allowed some bloggers to really go through the roof! Let’s take Chiara Ferragni (better known as “The Blond Salad”) for example. In 6 years she managed to build the social media empire with 4,6 million Instargam followers ( to compare, 100+ year old Vogue has 6,2 million followers!) and generated $9 million in revenue in 2015! Not bad as for 28 old fashion enthusiast, don’t you think so?
Though, the most important question that is probably bothering you along reading this post is: “What makes fashion blogging so smashing?”. The answer is rather simple – credibility! The killing power of bloggers lies in engagement with consumers. Readers perceive bloggers as “real people” with whom they can relate. Since bloggers create a story that connects to their personal life and style, people are more likely to see them as so-called “one of us”! As a result, they are more willing to trust and listen to them. And those are not just empty words, here is the proof! Fashionbi research showed that 41% of consumers name blogs among top 3 online channels that highly influence their purchasing decision. Even better, 23% of them admit buying an item just because it was recommended by their admired blogger. No matter how much money a fashion blogger can be paid for a post, trust is the value that comes at the first place. And the following quote by Jason Calacanis cannot describe it any better - “The currency of blogging is authenticity and trust.”
Happen to find yourself among those who got caught in a trap of boundless fashion content? Then here are a couple of interesting profiles to check out. Rachael Kew is a young and talented fashion blogger beginner from Glasgow. You can also find her on Twitter @FashionFr0mRach. Also, be sure to check out FabooshLane by Katya Shay. And of course, follow Colourcake for weekly blog posts on fashion and marketing related issues!