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The Importance Of Fashion Blogging In The Fashion Industry

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THE IMPORTANCE OF FASHION BLOGGING IN THE FASHION INDUSTRY
A blog is used by businesses to improve customer relationships and is described as a powerful marketing and communication tool that is simple to use and maintain (Halligan and Dharmesh 2010).
Brands view popular bloggers as the new journalists and influencers. “The web has made it possible for ordinary consumers to reach a mass audience, to ‘grab hold of the megaphone” (McQuarrie, 2013). Fashion blogging has created a community of influencers. Consumers have said that blogs “rank higher than Twitter for shaping their opinions and higher than Facebook for motivating purchasing decisions” (Redsicker, 2013).
The advent of agencies representing bloggers points to the evolving influence of fashion blogs. Once considered fashion-obsessed amateurs, style bloggers have matured into fashion trendsetters and the savvy marketers command four- and five-figure fees from brands. New agencies like Digital Brand Architects in New York represent fashion and lifestyle bloggers, brokering endorsement deals with fashion labels, signing up advertisers and, in some cases, booking lucrative television commercials. Nowadays even mainstream agencies like Creative Artists Agency represent powerful bloggers (Kurutz, 2011).
The internet
“The Internet is a global network of interconnected networks” including corporate, governmental, private and other organisational networks (Strauss & Frost,2012). Started in 1969 as the ARPANET, as a

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