Fashion 2.0
Fashion has had a painful lurch from faithful old print media into the new evolution of the uncertain world of the blogosphere. But could it teach non-fashion brands a thing or two about keeping up with their target audiences online?
During New York Fashion Week, The New York Times exclaimed: "Young bloggers have the ear of fashion heavyweights". Women's Wear Daily stated: "Everyone's doing it: Brands take on Social Media", following by "Bricks Versus Clicks: Front Row at D&G," positioning front row bloggers at D&G in Milan as a "Defining Moment"of the Spring/Summer 2010 shows.
A few seasons ago fashion shows were the preserve of industry professionals, buyers and retailers, but in this changing media industry bloggers are front row taking pictures with their iPhones; a week later what you saw on the runway you see kids sporting on the high-street. The fashion bloggers du jour with names like The Satorialist and Style Bubble - both about a blogger's individual take on fashion - are collectively climbing the ranks of the stratified fashion hierarchy with their insatiable appetite for fashion.
Fashion shows have historically been so undemocratic but with bloggers now taking up this prime front row real estate, has democracy penetrated this most autocratic of industries?
Take Tavi for example, a 13-year-old blogger from suburban Chicago crowned "Style Rookie" by the fashion industry. She's faced the front covers of fashion bibles, Pop magazine and Love, and become a fashion icon overnight. Tavi's blog attracts half a million hits a month and she is taken so seriously by the industry that she earned front row seats at all the biggest shows last season.
Bloggers who are at the forefront of content innovation can attract viral attention and foster relationships with readers, and are also the most important drivers of traffic and loyalty. So if you're targeting Generation X or Y you can be sure to find them online, and to retain their interest you need to communicate to them through the new wave of "Editors" - bloggers.
The question is, how to do it right? Brands need to grant "access all areas" to bloggers if they want to be talked about. The creative duo Domenico Dolce and Stefano Gabbana have embraced the online culture by providing internet viewers live streaming footage. Bloggers set up their laptops "get set" ...tweet, comment, post, link, stream...
But it's not enough just to be seen to embrace bloggers. Brands must build long-term relationships with them, not short-term exploitative ones. Engaging with bloggers on new campaigns ensures their "buy-in" from the outset.
Finally, some advice from New York-based fashion blogger Yuli Ziv who recently said: "If you are looking for sales, make sure to provide detailed product info, pricing and availability; if SEO (search engine optimisation) is your top goal - make sure you use the right keywords in your pitch; if it's publicity you want - give us juicy stories, and if you simply want love - give them the reasons to love you." It's as simple as that.
Tori Lee