December 5, 2013

Fashion business strategies, focusing on the charismatic bloggers

The street style sections of the world’s most reputed magazines, such as Vogue, Grazia Daily, Harper’s Bazaar or L’Officiel, are the new visual obsession of fashionistas the world over and not only them!

Psychologically, teenagers are particularly empathic with the young bloggers, as they come from close generations and their outfits of choice quickly become fantasies and faithful references for million of fashion consumers as well as headlining the pages of magazines. This is why fashion bloggers are now an important integral part of every big brand’s visibility strategy.

Even more so, top designers such as Karl Lagerfeld or Tom Ford have been declaring that they often find inspiration for their collections in the unstaged shows that spontaneously take shape in front of the venues of the most important catwalk shows of the fashion weeks.

Both brands and leading publications of the industry are aware of the future fashion has in online media and, implicitly, of the scale and scope bloggers have been steadily building. And this is the reason why, next to the greatest celebrities of the moment (Grammy or Oscar winners), the fashion business’ marketing strategies are increasingly focusing on the charismatic and ever more influential personalities of the virtual world.

And the best opportunity to seize this capital is at fashion weeks, taken the huge international exposure the outfits paraded before every show get to enjoy. Twitter and Instagram accounts resonate world wide and share in real time the off the runway looks quickly getting thousands of likes and shares, demonstrating once more the increasing appetite for fashion of the general public.

Janina Nectara in Roberto Cavalli postata inainte de show pe Instagram in New York Times  copy

Janina Nectara in Roberto Cavalli during Milano Fashion Week, Instagram of New York Times

Janina Nectara in  Vogue France, at the Roberto Cavalli  Fashion Show during Milano Fashion Week

Janina Nectara in Vogue France, at the Roberto Cavalli Fashion Show during Milano Fashion Week

For instance, this very season articles like the ones in the online editions of Vogue France or Vogue Mexico bring together it names from fashion blogging like Olivia Palermo – oliviapalermo.com, Chiara Ferragni – theblondesalad.com, Miroslava Duma – buro247.ru or our colleague, Janina Nectara – fashionavecpassion.com and position them next to international celebrities.

Vogue Mexico even goes one step further, by a feature titled The VIPs of Milan Fashion Week in which bloggers Olivia Palermo, Janina Nectara and Chiara Ferragni are lined up next to Salma Hayek, Lana Del Rey, Fergie, Ashley Greene, Monica Belucci, Anna Dello Russo, even royalty, such as Princess Charlene de Monaco.

Salma Hayek at the Gucci Fashion Show

Salma Hayek, Guest Star at the Gucci Fashion Show

Fergie, Guest Star at Armani Fashion Show

Fergie, Guest Star at Armani Fashion Show

Janina Nectara at the Roberto Cavalli Fashion Show

Janina Nectara at the Roberto Cavalli Fashion Show

Monica Belucci, Guest Star at the Dolce&Gabbana Fashion Show

Monica Belucci, Guest Star at the Dolce&Gabbana Fashion Show

Chiara Ferragni at the Sportmax Fashion Show

Chiara Ferragni at the Sportmax Fashion Show

Princess Charlene de Monaco, Guest Star at the Armani Fashion Show

Princess Charlene de Monaco, Guest Star at the Armani Fashion Show

Olivia Palermo at the Roberto Cavalli Fashion Show

Olivia Palermo at the Roberto Cavalli Fashion Show

Lana del Rey at the Versace Fashion Show during Milan Fashion Week

Lana del Rey at the Versace Fashion Show during Milan Fashion Week

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