Fashion Blogging

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 DEFINE: What a (fashion) blog is and name its typology UNDERSTAND: Since when and why fashion blogging becomes a phenomenon? POINT OUT: What makes a good (fashion) blog? 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)

6. WHY ARE THEY POPULAR?

7. 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

8. 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

9. 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.

10. 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”.

11. 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…

12. 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

13. 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

14. THANKS & SEE YOU AT THE SHOW!