We’ve officially entered the age where bloggers have really crossed over from simply running their own personal sites to starring in campaigns, commercials and even on magazine covers. Now all forms of social and digital media are allowing bloggers to really succeed in running their own business. – Harper’s Bazaar
The blog I’ve found and will be analyzing is called: Fashion Mumblr
An influencer refers to “a person who is able to generate interest in something (a product) by posting about it on social media”. This blogger and fashion influencer is a London-based woman running a lifestyle blog designed to emphasize “attainable and inspirational details with a special focus on the subjects of fashion, beauty, and travel.” Just like any paying job there are many different tasks, deadlines, campaign directions, pivots, and research. Being a fashion blogger or influencer also means there is a ton of competition.
Fashion influencers/bloggers have become trusted sources of new and emerging trends and products for fashion audiences to rely upon for inspiration and consumption. No longer are designers and brands solely reliant on their marketing team, websites, single social media networks, etc., but sometimes decide to turn to the influencers and brand ambassadors that the fashion consumers have deemed as trusted trend-setters.
Modern purchasing behaviors in the industry start with visual inspiration and mass conversation — unique forms of communication that fashion blogs promote.
Now that companies see digital influencers and bloggers starting to drive more sales than celebrities, brands are building more campaigns for influencers into their marketing budget. Ultimately, this means that bloggers have much more room to earn a profit through various different mediums.
We know that fashion is a constant changing industry with new products and trends being created and new designers itching to be publicized around the world at any given moment, making identification with loyal consumers and their preferences vital to any amount of success. It is this fact that makes marketing and branding fashion more complex than in other sectors because of the velocity and vastness of this industry. A low-cost form of distributing online media, specifically important to new designers whose budgets remain at lower capabilities, bloggers spend their time searching for high-quality products and trends, to supplement a blog post to attract the largest audience possible.
Marketing and Social Impact Theory
Social Impact theory states that professionals must position themselves to benefit from fundamental changes that are occurring in the ways people decide on which products and services to consume, and how they actually consume them. With the fashion industry’s quick pace, reliance on a unique brand image and established relationships in all aspects of a business venture, fashion blogs have emerged as leading foundations for strategic marketing. Fashion marketing uses common techniques of advertising and market research with the addition of tools specialized for the fashion industry such as product development, branding, pricing, and forecasting.
Blogging enhances these tools as the sites are exposed to large, trusted followings, determined by a combination of fans, email subscribers, page views, comments, etc. When combined with their relationships with fashion designers, their influence extends in the form of vital components to brand exposure. Oftentimes, bloggers post new content at least once a day, making their sites ideal sources for public relations outreach in such an industry whose products and branding moves at a consistently fast pace. Our digital age of marketing makes blogging just as, if not more, valid as any other form of publicity in reaching a brand’s desired audience(s).
A Day in the Life of a Fashion Blogger – Fashion Mumblr is seen here, collaborating with Michael Kors to showcase their product, Access Watch, for this video.
Okay, overall I am impressed – with the scale of work it takes to be a fashion influencer, with the amount of content in a fashion blog + social media platforms. While reviewing Fashion Mumblr’s blog and social media platforms, I have acknowledged that fashion blogging could be a positive and beneficial tool to supplement and improve public relations and marketing strategies in the fashion industry – if done ethically and sustainably.
On the flip side
To influence is to affect, to sway, to transform. To influence someone is to move their opinions away from authenticity. Anyone with social media today is constantly being bombarded with the opinions of influencers. I feel we unconsciously let go of our own opinions to replace them with those of the people we follow. (For some, not all)
Magazines have been influencing our fashion choices for years, but they have never reached as many people as influencers do. Their reach extends so wide that the culture of inauthenticity that they promote is becoming almost universal. It’s even possible that influencers themselves are inauthentic. The very presence of financial motivation subconsciously modifies what they believe to be an authentic choice.
The danger in this is that we all eventually become a mass of indistinguishable beings lacking any individuality. There is value in individuality. And I think fashion influencers are endangering it.