A presentation on Fashion Blogging phenomenon for RMIT students (Design and Communications Dept.) in Vietnam

1. 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

2. 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)

3. WEBLOG
Noun: 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

4. 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)

5. “FASHION” BLOGGERS
2002: First fashion
blogs
2006: Heyday of
fashion blogging
Scott Schuman
(starting 2005), Susie
Bubble (starting
2006), Bryan Boy
(starting 2004)

7. BLOGGER
INDUSTRY
ADVERTISERS
READERS
WHY ARE THEY
POPULAR?

8. 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

9. WHAT MAKES
A “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

10. ONLINE INFLUENCE
TO REAL INCOME
Blogs 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.

11. 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”.

12. 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…

13. 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

14. REFERENCES
Wikipedia
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

15. THANKS & SEE YOU AT
THE SHOW!