Fashion Bloggers and Their Popularity
Fashion bloggers are changing the rule books of product’s marketing, posting stylish pictures in social media everyday and interacting with their followers, who follow them and make comments on their blogs.Blogger’s influence on followers leads to consuming behavior change. This phenomenon has also been noticed by brands’ producers. Now fashion blogs have been used as a tool of advertising products. Even in New York Fashion Show, some popular bloggers were invented to. To explore how fashion bloggers influence consumer’s behaviors, research is needed to explore those bloggers’ features,culture and current situation. What is more, in the research you also could find some useful instructions about how to improve blogs and enhance their functions in marketing.
We, over several years, have created a loyal audience, generated credibility among our readers that makes them want to look like us, dress like us, go where we travel, drink what we drink, eat what we eat, bake what we bake, etc.
– A blogger(Pihl Christofer)
Recently, a new job has come about, called,“fashion blogger”, which means some people, who have good taste in makeup and clothes, post their stylish pictures on social media and become popular online. Accepting and appreciating their fashion sense, many followers purchase cosmetics, clothes, or accessories shown in the pictures. Many brands promote their products by sponsoring those bloggers, providing free clothes, goods. Now fashion blogs have become an important commercial platform.
Why are these fashion bloggers so popular
Many brands have noticed the fashion bloggers’ function, and aimed at them as a new commercial method. Why are those bloggers so welcomed to the fashion world and attract so many fans ?
First, those bloggers have good senses of fashion. They can easily grasp and represent new trends. In those 20 blogs have been selected, almost everyone has at least one new product in latest 10 pictures, which means they follow the fashion brands closely. They match all kinds of clothes, shoes, accessories, and by showing picture, provide match suggestions for followers.
Second, unlike models on runways, fashion bloggers always have ordinary figures: they are neither two high nor too thin. So followers can find more practical dressing suggestions by following those bloggers who share the same figure as them. This similarity encourages followers to choose the same style of clothes.
Third, even though some bloggers are choosing some luxurious goods and dresses, many of them try to mix both expensive and cheap goods so that followers can afford. And in those blogs, mass-produce product – Zara, H&M, Topshop, are most popular.
Besides good taste in fashion, bloggers are also good at taking, or editing pictures. They always use filters to make the pictures have special feelings and let followers enjoy them.
Forth, with development of social media and communication facilities, people can easily get access to social media and follow up-to-date pictures. They do not have to buy expensive and heavy fashion magazines to obtain fashion information. When they are waiting for buses, subways, or just taking breaks during work or school, they can use their phones to check the new information and pictures. Compared to going shopping at some stores, going through those bloggers’ pictures is more convenient and efficient.
Those bloggers share the same features: they have no apparent preferences about brands, which leads to followers’ trust without questioning that they are sponsored by some special brands. They combine all of new trend elements, no matter whether expensive or cheap. From the pictures, we can easily find some cheap brands such as Zara and H&M, we also could find some light luxury goods, such as Chanel. Style is the only factor for them to choose, not price.
Having receiving their trust, what bloggers should do is to deliver those brands names. On Ins, bloggers can easily tag those brand beside the clothes, goods, and accessories. On Twitter and Facebook, there are always some followers that can “recognize ” those brands and reply. By doing so, those clothes, or goods, can easily be found.
Last but not least, sometimes fashion bloggers represent not only fashion trends but also a positive lifestyles. Some are writers and some are athletes. Engaging in fashion is their hobby. They wear make up everyday, make decisions about how to match all elements of clothes to make them look stylish, they try to make their lives colorful, and they find the prettiest angle of life to take pictures. Their attitudes toward life encourage more people to live positively, find love and beauty in daily life.
In China, some popular fashion bloggers have a special name–website celebrities. The original website celebrity is “Spicy girl”, who posts her beautiful pictures on Blogbus, and influenced many fans. What she wears and uses becomes popular later in China. Most young girls search her blog everyday for new advice about dressing and purchasing. Then some Chinese native brands came to her, pay her money to try their brands’ goods, and the result is satisfying. No matter what kind of goods, if labeled with“the same goods as Spicy girl, they will be sold out in a short time.
Fashion bloggers have received their follower’s trust, that is why brands aim at them. Besides, providing free product for them or paying for their showing products online are much cheaper than those celebrities. Brands regard use of bloggers as part of their marketing strategy.
Rooting awareness of product into consumer’s mind has been on those brands’ to-do list. The concept of “product awareness” is highly valued by brands. “When consumers have to select a brand to meet their needs, they logically will choose from among those brands that come to mind by visiting the web sites of the brands they recall or putting the brand name in the search engine. Product awareness on the internet also may affect purchase intention.”(Chen-Hsun Ho, Kuang-Hui Chiu, Hsin Chen Anastasia.)
