How Fashion Industry developed ?
From a reader’s standpoint
The blogosphere has indeed opened up many doors for the Fashion industry, one of which is allowing the ordinary people to partake in the 'elite' fashion world and discuss their likes and dislikes on the way Fashion is presented in the media. In 2008, the Pulitzer Prize winning Fashion writer and former blogger Robin Givhan, claimed that Fashion blogs had democratized the Fashion industry. Givhan had also written in Harpers Bazaar that 'The rise of the Fashion blogger has evolved [Fashion] from an aristocratic business dominated by omnipotent designers into a democratic one in which everyone has access to stylistic clothes...the average people, too often estranged from Fashion , is not taking ownership of it'. A similar statement was said by Constance White, the style director for eBay and former Fashion journalist, saying that the impact of the Fashion blogosphere has allowed the whole population to take ownership of the Fashion world, including people of all different races, genders, and social standings. The Daily Mail writer Karen Kay suggested once in an interview that blogs allow anyone to both critique and praise designers, regardless of the often ‘needed’ professional opinion, with the help Fashion blogs, the consumers are helping to set the trends.
Unlike fashion-focused magazines and television shows, Fashion blogs are able to be updated more frequently, keeping up to date with the new and up-and-coming Fashion trends.
Many of these Fashion blogs also serve as a source of advertisement for both designers and Fashion retail stores. These advertisements have had a heavy influence on fashion designers of various standings, helping to give a name to small up-and-coming designers as well as bringing high-end designers back to life. Many of the top Fashion bloggers are said to have received free samples of the designer pieces that they have mentioned in their blogs and some top Fashion bloggers got paid for wearing and publishing a brand name product on their Instagram account.
In a study conducted through the Biz360 Community, it was found that over 53% of the New York City Fashion Week converge had come from online articles and Fashion blogs. While a vast portion of what was written in these blogs came from various mainstream fashion resource magazine and newspaper articles, such as Coutorture and New York Magazine, these Fashion blogs provided a larger viewing and reading audience for the Fashion week.
In the past years, American Express has become increasingly involved in New York City Fashion Week, and in 2010 American Express sponsored Evolving Influence, the first international bloggers' conference in New York City. During the conference, many surveys and studies took place about the usefulness and tactics used in Fashion blogs. During the study, it was found that bloggers are more comfortable reporting in real-time and incorporating social tools in their opinions of runway trends and designers. After Fashion Week, it was found that 6.37% of all articles written about or related to Fashion Week had mentioned the Evolving Influence main sponsor, American Express. These blogs were not directly paid to mention American Express, so they served as a free source of advertisement for American Express.
Number of fashion blogs
There is considerable disagreement regarding the number of Fashion blogs in existence. In a February 2006 Women's Wear Daily article, Corcoran stated:
It is likely that this figure is inflated by a substantial number of personal blogs that mention Fashion . These are not considered Fashion blogs using the criteria above.
All other estimates of the popularity of Fashion blogs are considerably lower. In September 2005, La Ferla stated that "as little as a year ago, the number of [fashion bloggers] could be counted in the dozens. Today there are hundreds". Lara Zamiatin estimated in November 2006 that there are now "several hundred Fashion blogs".
Types of fashion blogs
By writer's expertise
Fashion blogs may be written by insiders, outsiders, or aspiring insiders.
Insiders are people who work (or have previously worked) in the Fashion industry or for the traditional Fashion media. In addition, some Fashion insiders write occasionally as guest bloggers on larger sites. For example, the Fashion designer Nanette Lepore has contributed to Glam.com.
Outsiders are people who know a lot (or at least have strong opinions) about Fashion , usually by virtue of being very dedicated consumers of Fashion .
Aspiring insiders are people who want to work in the Fashion industry or media and believe their blog may provide a ‘back door’ entry into a mainstream Fashion writing job.
By ownership
Fashion blogs may be owned either by individuals or by companies.
The types of individuals running Fashion blogs are listed above.
The types of companies now running Fashion blogs include large mainstream media organizations and Fashion retailers. Condé Nast Publications is a mainstream media organization with Fashion blogs. Fashion retailers with blogs include Bluefly, Queen of Suburbia, and Splendora.
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