Why is it important to understand the
business side of blogging?
We all know fashion is an industry. A
multi-million dollar industry in fact.
But what is becoming more obvious is that bloggers are becoming an
essential part of that industry.
***
Designer Kelli Wharton of Australian
fashion label Tallulah said…
“Social Media and blogs in particular have transformed
when, where and how fashion consumers interact with brands and the greater
fashion personality.”
Source: Stacey Vanoska - Blogger to Walk for Talullah MBFWA Show
Source: Photo taken by Francesca Teng
Earlier this year, Nicole Warne, a leading Australian
fashion blogger for Gary Pepper Vintage
was asked by Australian designer Kelli Wharton to walk on the runway of her
label Tallulah at Mercedes BenzFashion Week Australia (MBFWA) after the blogger successfully styled a piece on
her own blog which led to the piece being sold out in a matter of days.
Blogger Nicole Warne opens and closes the Tallulah fashion show at the 2012 Mercedes Benz Fashion Week Australia
Source: Photos taken by Francesca Teng
Both Wharton’s comment and Warne’s
appearance at MBFWA sparked our interest in the bloggers role within the
fashion industry. It became clear that
blogging for some is not only an interest and a passion but a business, one
that generates an individual’s income, that creates a name for someone and can
potentially deem them with celebrity status both in the online world and in
reality.
What was particularly fascinating was how
Warne made it from the Internet to the runway in just two years. Essentially
her blog had become a brand in itself.
We were left to ask ourselves: “How did she do it?”
As I discussed earlier, passion for the
industry is vital however it is not the only criteria for success. Knowledge of the fashion industry and what
those involved within it expect from a blogger is important for a blogger to
understand because ultimately the successful blogger hopes to attract the
attention of more than just the public fans.
They hope to attract the attention of designers, photographers, boutiques
and PR agencies which in tern generate even more promotion, sponsorship. Ultimately, it paves the way to stardom.
Therefore, rather than telling our audience
how to create a successful blog, we would aim to explore how the fashion
industry views bloggers. Instead of
stating how to blog we could examine the business side or “backstage” of a
successful fashion blog. While it will
still in a sense be a “how to blog” guide, it will offer audiences a different
viewpoint – one from the inside out.
We
hope to provide our audience with a chance to understand how the industry views
bloggers and comes to understand the role of the blogger in the fashion
world. It will enable potential bloggers
to understand what these sectors are looking for in a successful blog, teaching
them to be more critical and aware of their own style of blogging and how to
make their own online personality stand out in the fashion industry
This will be done by exploring how bloggers
are viewed by various influential groups within the industry. Some of these may include the perspectives of:
- Designers
- Photographers
- Sponsors and sponsorship of the blog
- Companies -Promotion of the blog
- PR agencies
Most online “how to fashion blog” guides
take what we would call an outside in perspective – offering advice on blogging
from a public and external stance. And
don’t get us wrong. This is very
important for a amateur fashion blogger but in order for complete success they
are not the only factor. By approaching
the “how to fashion blog” from the opposite angle, one from inside the fashion
industry, our feature will be differentiated from other already established
“how to fashion blog” websites. It will
explore the often overlooked perspectives from within the fashion world.
By understanding the world of
fashion blogging from the inside, bloggers will be better equipped to target a
greater and more relevant audience. They
will be able to direct their blogs not only to the public but also towards the
industry.
After all, as the saying goes, “It’s what’s
on the inside that really counts.”
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