fashion blogging
DESCRIPTION
A presentation on Fashion Blogging phenomenon for RMIT students (Design and Communications Dept.) in VietnamTRANSCRIPT
YOUR VOICE IS HEARD.NOW WHAT?
PRESENTATION ON “FASHION BLOGGING”, BY NGUYEN DANH QUÝ
B.A COMMUNICATIONS/POLITICAL P.R
M.A INTERNATIONAL MEDIA STUDIES
LEARNING OBJECTIVES
1. DEFINE: What a (fashion) blog is and name its typology
2. UNDERSTAND: Since when and why fashion blogging becomes a phenomenon?
3. POINT OUT: What makes a good (fashion) blog?
4. DISCUSS: Recent developments in the world of fashion blogging - Should a fashion brand reach out to fashion blogger or celebrity?
Share your own experience with a guest blogger (Q&A)
WEBLOGNoun: blog; plural noun: blogs
a personal website or web page on which an individual records opinions, links to other sites, etc. on a regular basis.
Verb: blog; 3rd person present: blogs; past tense: blogged; past participle: blogged; gerund or present participle: blogging
add new material to or regularly update a blog."it's about a week since I last blogged"
write about (an event, situation, topic, etc.) in a blog
TYPOLOGY
Different kinds of “blog” content
Fashion Blog
Style Blog
Shopping Blog
Beauty Blog
Celebrity Blog
Variety Blog etc.
* Other ways of categorization: Ownership (individuals/companies), writer (insiders, outsiders, aspiring insiders)
“FASHION” BLOGGERS
2002: First fashion blogs
2006: Heyday of fashion blogging
Scott Schuman (starting 2005), Susie Bubble (starting 2006), Bryan Boy (starting 2004)
BLOGGER
INDUSTRY
ADVERTISERS
READERS
WHY ARE THEY POPULAR?
WHY ARE THEY POPULAR?- Democratization of the fashion
industry Anyone can have an opinion and get access
- More freedom than mainstream magazines and newspapers
- Broader spectrum of topics, opinions
- More personable
- Speed
- Supporting young designers
- FREE content!
- Brand perception in digital space
WHAT MAKESA “GOOD” BLOG?
INFLUENCER REQUIREMENTS
- High-quality content, authentic voice
- Unique POV, clearly defined niche
- 10K monthly unique visitors
- Loyal following across social media networks
- Lifestyle vertical focus, including: fashion, beauty, personal style, menswear, home décor, food, parenting, travel, etc.
- Track record of working with brands
ONLINE INFLUENCE TO REAL INCOMEBlogs becoming (PERSONAL) BRANDS
- Book deals
- High-profile appearances and designer collaborations
- Adverting, sponsored content, face of a brand
Fashion blogging has developed from an interesting hobby, to a viable new media business!
Bloggers are new celebrities.
CRITIQUE
- Free samples of brands
In October 2009, the Federal Trade Commission released new guidelines declaring that bloggers or other "endorsers enrolled in word-of-mouth marketing programs" must disclose when they'd been gifted with free items or paid to write about them. (style.com)
- The blurred line between serious, professional journalism and citizen journalism
- What is the ultimate aim of blogger?
William Oliver, the co-author of Style Feed: the World's Top Fashion Blogs, believes: "There's a line that can't be crossed”.
WHAT’S NEXT?- New information site
- Blog from designers, editors, stylists etc.
- Expansion of platforms: Instagram (mini visual blog), Facebook
- Commercialization of fashion blogging: Agency connects fashion/style bloggers and media (crowdsourcing, outsourcing), to help brands spread messages via social media, mobile devices…
DISCUSSION – Q&A
Is the era of fashion bloggers coming to an end?
What’s YOUR opinion?
Guest Blogger: Mr. Vu Quan Nguyen
French blog: blogs.lexpress.fr/le-boulevardier
English: hit-bag.com
REFERENCESWikipedia
The Guardian: http://www.theguardian.com/fashion/fashion-blog/2012/oct/29/fashion-bloggers-cashing-in
The Huffington Post
http://ashadedviewonfashion.com/
Style.com
http://www.bryanboy.com/
http://www.huffingtonpost.com/2014/06/12/fashion-blogger-income_n_5487751.html
Net-a-Porter
THANKS & SEE YOU AT THE SHOW!