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!