By: Nokubonga Thusi
What about the bloggers? Does the industry recognise the importance of fashion bloggers and their appeal? For most people, fashion bloggers are seen as aspirant celebrities playing dress up who are obsessed with taking selfies. Although there is a minute truth to this, the fashion blogger serves a much greater purpose in the industry as a whole.
Fashion bloggers are the public working in the industry as both consumer and producer. They buy all the known brands and are always in search of new ones to share with their communities. And yes, bloggers have a lot of these communities. Because fashion bloggers can be students, tweens, mothers, the working woman or even living in a pocket of Phuket; they have a broader reach, making them walking, talking, opinionated billboards for style and brands. So you are a fashion blogger without a thousand odd followers or a PR company contract, how are you applicable to the industry?
Regardless of the amount of followers or brand recognition you have, being a blogger means you have a foot in the social media world. Every look post, every product or event review has a positive or negative influence on your audience’s perception and choice whether or not to support your opinion. Personally, I have fashion bloggers that I religiously follow and read their blogs. I respect their style and work so it comes as no surprise that if my favourite fashion blogger is a fan of Topshop or Inglot Cosmetics, I may consider trying those products or recreating style ideas. Fashion magazines, celebrities and media heavyweights also have this same influence and in all fairness, bloggers turn to them for inspiration but it is the quaint appeal of the average jane being creative with fashion that makes fashion so natural, even removing the superficiality of it.
There is no doubt that fashion bloggers are playing a pivotal part in the industry in terms of brand awareness, product marketing and getting more and more people to enjoy fashion as a daily fix of artistic expression. Bloggers are not ‘aspiring mini-lebrities’ addicted to selfies and shopping but modern day entrepreneurs who know how to captivated audiences, market themselves as a brand and drive all this with the fuel of passion. So Industry, what about the fashion bloggers?
Which fashion bloggers inspire you or do you religiously follow? Are you more likely to buy a product reviewed by a fashion blogger or your favourite celebrity/model? Why?
The artistic expression of a fashion enthusiast. Hotelier and Blogger for Londam-Holland fashion lifestyle blog.