We at Fashion ‘s Collective are strong advocates for finding the right opportunities to enhance brands in the online space. (See the recent article, mentioned a few weeks ago, regarding brands and blogger outreach initiatives: Managing the Exclusive Distribution of Content as a Luxury Brand).
One of the areas Fashion’s Collective consults in regularly is deciding upon the appropriate blogger audience for a brand to reach out to. We are big sticklers for blogger voices that sound similar in tone and value to the brand itself.
As a means to provide insight into blogger audiences, in the coming weeks, Fashion’s Collective will be featuring edited lists of the most interesting and noteworthy bloggers.
To get us started, this week we have a guest contributor, Disneyrollergirl, who started her blog in 2007 as an anonymous commentator from London on fashion, retail, and cultural information. Her content is derived from her observations over the course of a workday. Disneyrollergirl (who still remains anonymous), has won accolades and is considered the top blog by The Times, The Independent, Financial Times, Fashion Air, Dazed Magazine, Grazia Magazine, 10 Magazine and so on.
“Everyone’s a blogger these days, which means for a blog to stand out it needs a point of difference and a unique, authentic voice. It’s important to note fashion blogs that have cornered a niche and own their category, especially when they push things further. As the appetite for blogs continues to grow, the forward-thinking blogs that operate like brands with innovative spin-offs or collaborations are the ones that will go the distance.” -Disneyrollergirl
As the men’s fashion industry grows, so does the number of menswear blogs. 00o00, written by a London fashion enthusiast who works in finance, merges luxury and high street menswear commentary with the number-crunching business of fashion. Again, bringing a personal perspective to fashion means he has carved a niche for himself and people know what to expect from his blog. For me, the main selling point is his tone and understanding of business. He makes the business of menswear entertaining and informative and, although he keeps his identity secret, his approachable personality comes through to allow a two-way conversation with his audience.
Another fashion creative documenting her work in blog form is Sophy Robson. An in-demand nail artist (her clients include Tom Ford, Chanel and Louis Vuitton), this blog is a brilliant example of how a creative can promote their work in a way that shows their talent and personality. I think it’s absolutely crucial that a blogger opens up and lets their character come through as that honesty and spirit is essentially what the reader responds to. Sophy has also made the most of her authority in this niche by peppering her product reviews, industry insights and fashion shoot imagery with Youtube tutorials, which push her brand even further. Not only do Youtube videos bring a great deal of traffic to a blog, they allow the reader to get to know the person behind the blog.
Coco’s Tea Party is an example of a celebrity fashion blog done really well. Blogger Ella has a discerning eye and chooses the most important and up-to-date celebrity pictures to analyze, giving her own personal take on the outfits. Her tone is engaging without being snarky and her love and understanding of fashion and celebrity style come across as genuine and relatable. The success of the blog lies in its editing – each post is well researched and written and high standards are maintained throughout. It’s a filler-free zone. I don’t follow celebrities but on the occasions that I need to know who wore what, Coco’s Tea Party is the obvious destination. Woven through the celebrity posts are commentary on catwalk shows, ad campaigns and magazine editorials, giving us more of Ella’s personality and individual opinion.
More and more fashion professionals are launching blogs as their own personal day-to-day PR news feed. These bloggers talk about the projects they’re working on and the things that inspire them. It’s a clever way to engage with the public and also secure more business. The unstoppable accessory and prop designer, Fred Butler is a prolific blogger who has reported on her own projects and those of her London fashion and art friends for the past three years. She has perfectly utilized the power of social media to propel her brand. From her blog you get a clear sense of what she’s about as a designer and a nose into her rainbow-hued life as a young creative.
It worries me when people think blogging is the sole domain of young people. Brands who ignore the fact that plenty of older people blog are missing out on crucial knowledge and insight. Wake up! There are thousands of fashion-aware thirty-somethings writing and reading blogs and one who has cornered her market in the UK is That’s Not My Age. This ‘style for the over 40s’ blog is written from the perspective of a consumer (although her background in fashion gives her added authority). Her wry observations, tip-focused street style reportage and general musings on fashion after 40 have amassed a loyal following which allows for much debate and interaction. For brands looking to engage with this newly fashionable demographic (let’s face it, many have recognized that 40 is the new 30), insight from a blog like That’s Not My Age is of immeasurable value.
Photo Credits: Jaime mon Carre, Hermes
Written by: Agata Seidel
All articles are copy-edited by Gina Conforti
