Concentrating on the Swedish fashion blogosphere, two important features of fashion blogs will be discussed, and practical advice offered for fashion brand managers.
Read moreRise of the Fashion Bloggers: A Trend Fashion Brands Shouldn’t Miss
Concentrating on the Swedish fashion blogosphere, two important features of fashion blogs will be discussed, and practical advice offered for fashion brand managers.
Read moreHow have blogs changed consumer behavior and how can marketers utilize blogs in digital marketing
How has the consumer behavior changed after the Internet became more of a social platform?Once the social aspects of the Internet came along a term called Web 2.0. was created. Web 2.0 indicates a platform that enables people to create and distribute all kind of content online (Berthon et al, 2012). Social media changed the whole nature of searching and sharing information.
Read moreFemale bloggers and the party crashers
In the ever-changing society, neither marketers nor consumers are behaving in the same way as they did 10 years ago, new rules have changed the game. Not only have the focus changed from marketing being a one-way communication, also the people performing the marketing have been alternated. Blogs have introduced the world to a new form of consumption, where young girls have become today’s entrepreneurs, but how did this happen?
Read moreThe temporary democratization of the fashion industry: An illustration of today’s fashion blogosphere
Fashion blogs emerged in the beginning of the 2000s and have grown exponentially ever since. Over time, the fashion blogosphere evolved from early non-commercial amateur street styles, inspirational blogs and personal diaries to successful lifestyle brands with celebrity bloggers, such as Hanneli Mustaparta or Chiara Ferragni. These style icons are now regular guests at the runway shows of the big fashion houses (Figure 1) and sit in the front row next to the global style authorities Anna Wintour and Suzy Menkes (Titton, 2010; Crewe, 2012).
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