Since the fashion week which saw 12-year-old Tavi sat beside Anna Wintour on the front row of the catwalk shows, bloggers have solidified themselves as forces to be reckoned with for the fashion and luxury world. Apparently bloggers have boosted luxury sales by more than $15 billion.
Brands such as Burberry, Gucci, Tiffany & Co, Van Cleef & Arpels and IWC have utilized social media to expand their brand reach and customer loyalty, through the use of Facebook and Twitter.
On the commercial side of the market, buyers are now looking towards fashion bloggers for inspiration on future trends. Further more, online luxury shopping is increasing by 20% each year, emphasizing the need for social media strategies to be taken seriously by the luxury industry, if they are to capitalize on luxury customers’ new digital demands.
For an example of how important and large style-setting bloggers have become, a dedicated and amazingly talented Mr. Scott Schuman is the pinnacle of what any blogger could wish to achieve, and any brand could wish to collaborate with.
I still find it interesting how brands still see this large divide between traditional journalists and bloggers. Bloggers come advertising-cost-free and honest, whereas traditional journalist are often bound by their publishing house’s brand advertising deals with brands. These commitments may create favouritism in articles, which deceives customers. In my opinion, this risk alone, gives bloggers a leg up in the game, as they give readers the clean-cut version of their opinions – good or bad. Blogs have enabled the freedom of speech to take on a new meaning in the realm of consumption information.