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"Fashion Blogs."
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Style diaries : world fashion from Berlin to Tokyo
Introduces the most popular bloggers in indie fashion today with a short profile and photographic spread for each individual.
Book
Organic and amplified eWOM in consumer fashion blogs
Purpose - In the past few years fashion blogs have become a popular form of user-generated content, and consequently, the fashion industry has shown great interest in fashion blog marketing. The purpose of this paper is to describe and analyze consumer-to-consumer (C2C) electronic word-of-mouth (eWOM) in fashion blogs, and especially to compare naturally-occurring, i.e. organic eWOM with marketer-influenced, i.e. amplified eWOM.Design methodology approach - The study takes a netnographic approach to the phenomenon of fashion blogs. The empirical material consists of observational data including blog texts and audience comments of six popular fashion blogs in Finland.Findings - Findings indicate that although not as varied as organic, amplified eWOM content in consumer fashion blogs resembles organic content. The main topics discussed in organic eWOM include personal style, brands, designers and retailers, tips and advice as well as purchases. Amplified topics concerned products received by the blogger, brands, designers and retailers, tips given to the audience, and competitions.Practical implications - The findings indicate that for blog marketing to be effective and credible, the marketed fashion items, designers, or retailers need to fit the blogger's personal style.Originality value - Social media, especially blogs, play an important role in contemporary fashion marketing. This study addresses the emerging, yet scarce area of research into how marketer influence on fashion bloggers can be seen in user-generated content.
Journal Article
Stitches and stones
It is Spirit Week at Zoey Webber's middle school, and she is having a blast coming up with themed outfits for herself and her firends Kate, Priti, and Libby. Everyone is in high spirits ... until one girl is the victim of a Hat Day prank. When Zoey writes about the incident on her Sew Zoey blog, the post gets one nasty comment after another, and another, and another. At first Zoey tries to ignore it,but as the meanness multiplies, she can't help but feel ruffled. Will cyberbullies crush Zoey's spirit - and the blog- for good?
Book
The Spread Fashion: an Explorative Research of Italian Fashion Blog
In the collaborative context of the web 2.0 the blogging phenomenon has become one of the most common ways to communicate and share information through its user-generated content. In the blogosphere fashion blogs represent probably one of the liveliest segments. Focusing on fashion brands, fashion products, street style, and personal style, fashion blogs can be written by both fashion professionals and normal people with an interest in the fashion system. This phenomenon has become even more relevant since the fashion brands have recognized the role of fashion bloggers in influencing the final consumers as well as the role of peer - to - peer recommendations in shaping desires and attires of fashion blog users. The paper presents the preliminary results of a netnographic analysis conducted on some of the most popular Italian 'non-professional' fashion blogs in order to map the different approach to this grassrooted blog phenomenon, and to categorize and interpret the blog postings and the audience comments concerning fashion product-related information.
Journal Article
La influencia de los blogs de moda en el comportamiento del consumidor.: Un enfoque exploratorio
Es una realidad que la moda es un fenómeno social y cultural con importante repercusión en la economía. El mercado de la moda se ha visto enormemente afectado por la introducción de nuevas formas de consumo a raíz del boom tecnológico acontecido en los últimos años y que ha cambiado tanto, la forma de comprar, como la forma de pensar de los consumidores. El presente trabajo de investigación se centra en estudiar cómo ha influido la aparición de los blogs de moda en el comportamiento del consumidor de moda y en concreto, si el proceso de decisión de compra de los productos de moda se ha visto alterado y cuáles han sido las variables del comportamiento del consumidor que se han visto más influenciadas por el uso de esta nueva herramienta y de qué forma. El planteamiento metodológico seguido en esta investigación está basado en un enfoque exploratorio o cualitativo. A través de entrevistas individuales y reuniones de grupo, se ha estudiado en profundidad la opinión de consumidoras de moda en relación al objeto de estudio.
It is a fact that fashion is a social and cultural phenomenon with significant impact on
the economy. The fashion market has been greatly affected by the introduction of
new forms of consumption as a result of technological boom happened in recent
years and it has changed so much, how to buy, as the mindset of consumers. The
present research focuses on studying how it has influenced the appearance of fashion
blogs in consumer behavior trends and in particular whether the decision process of
buying fashion products has been changed and what has been the variables of
consumer behavior that have been most influenced by the use of this new tool and
how. The methodological approach taken in this research is based on an exploratory
and qualitative approach. Through individual interviews and group meetings, it has
been studied in depth the views of consumers of fashion in relation to the object of
study
Journal Article
FASHION BLOGS AS THE INFORMATION SOURCES ABOUT TRENDS AND NEW PRODUCTS IN FASHION MANAGEMENT
The aim of the paper was to indicate the reasons for visiting or avoiding fashion blogs by Internet users, as well as to learn about blogs readers’ practices related to browsing and following fashion blogs. Moreover, the study aimed to identify differences between Polish and foreign fashion blogs based on Internet users’ opinion. In order to gather the empirical data, an online survey was used by the authors. As a result, 826 questionnaires were completed, 785 were analyzed. The findings revealed that the respondents sometimes bought clothes and accessories which were the same as or similar to those they had previously seen on fashion blogs and this is an important conclusion for marketers responsible for fashion products. Credibility is a factor that greatly affected purchasing decisions of the respondents. Fashion managers ought to, therefore, consider fashion blogs in their strategic management of such products. The most noticeable differences between Polish and foreign fashion blogs, according to respondents, were related to the content of blogs – pictures and brands presented by the bloggers.
Journal Article
Fashion's Image
This chapter addresses the key theme of fashion as image and presents a brief discussion on the changing world of the fashion photograph. It then turns to the question of what a fashion photograph is—a question, it turns out, that has no simple answer. The chapter delves further into understanding the fashion photograph. It explores how fashion works in the street style fashion photography blog. The 1990s stand out as a breakthrough moment for fashion photography, with work that genuinely broke new ground and permanently changed the notion of what a fashion photograph could be. If contemporary art photography reflected the sheen and glamor of the fashion image, fashion photography increasingly looked beyond the hermetic world of fashion, engaging with and explicitly referring to broader social and cultural issues, as well as turning a critical eye upon itself and its subject matter.
Book Chapter
Frustrated Fatshionistas: An Institutional Theory Perspective on Consumer Quests for Greater Choice in Mainstream Markets
Why and how do marginalized consumers mobilize to seek greater inclusion in and more choice from mainstream markets? We develop answers to these questions drawing on institutional theory and a qualitative investigation of Fatshionistas, plus-sized consumers who want more options from mainstream fashion marketers. Three triggers for mobilization are posited: development of a collective identity, identification of inspiring institutional entrepreneurs, and access to mobilizing institutional logics from adjacent fields. Several change strategies that reinforce institutional logics while unsettling specific institutionalized practices are identified. Our discussion highlights diverse market change dynamics that are likely when consumers are more versus less legitimate in the eyes of mainstream marketers and in instances where the changes consumers seek are more versus less consistent with prevailing institutions and logics.
Journal Article
Refashioning a Field? Connected Consumers and Institutional Dynamics in Markets
We investigate the participation of engaged consumers in the fashion market through the lens of institutional theory. We develop theoretical insights on the unintended market-level changes that ensue when consumers who are avidly interested in a field connect to share ideas with one another. We find that consumers take on some of the institutional work previously done primarily by paid actors and introduce new forms of institutional work supportive of the field. We show that engaged consumers can precipitate the formation of new categories of actors in the field and the contestation of boundaries between established and emergent actor categories. Further, we propose that new consumer-focused institutional logics gain momentum, even while consumers support and promote preexisting logics through their practices. We compare cases where discontented market actors have brought about market changes with our investigation of one where contented consumers unintentionally precipitated market-level dynamics, and we show that the accumulation of consumers’ micro-level practices can have pervasive and profound impacts.
Journal Article