Fashion has seamlessly moved from ramps to our social feeds. Gone are the days when blogs were more like fanzines, getting paid in the currency of comments and shares. Today, blogging has become a medium of translating the number of followers into big bucks. There was a time when everyone wanted to be a stylist or a designer. Now, becoming a ‘blogger’ has become the new career goal. While millennials are open to exploring a plethora of opportunities, the perks of blogging seem to have captivated the attention of many; no, I’m not (just) talking about freebies. This is a field where you’re the boss; a field that allows you the freedom to work from anywhere and everywhere, where you enjoy flexible hours and financial independence. Imagine writing your posts in the midst of gorgeous views of sunrise over the ocean while relishing your coffee!
While zillions of bloggers have turned their passion into a full-time job, there are several who have distilled their learnings to come up with a new venture. Delhi-based Kritika Khurana aka That Boho Girl’s label, The Hype, Juhi Godambe’s Arabella, Paperlillie by Gia Kashyap are some examples to take a cue from.
How Has Social Media Changed The Business?
Social Media and Fashion are a match made in heaven. While the fashion industry thrives on being exclusive, the internet is ceaselessly yearning for something new. The advent of social media has totally changed the way we look, speak, discuss and buy fashion. Having a label is just not enough, what matters is your social presence and the engagement with your followers. That’s where the influencing power of the blogger community comes into the picture, which has become a very important part of the Indian fashion-scape. With followers swearing by their advice and brands chasing them for collaborations, bloggers have emerged as voices that are shaping the fashion choices of thousands. Right from roping them for events to reviewing the new product range, brands are showing endless enthusiasm to cash in on their popularity.
As per Blogmint’s research, influencer marketing has become the fastest growing channel for digital customer acquisition. More than 90% marketers were expected to run at least one influencer campaign in 2017. 45% of marketers find influencer marketing to be a medium for authentic story-telling, 18% believe it has more plug to digital marketing, 15% think it provides a better reach, 7% are utilising it for its better ROI (Return On Investment), the remaining percentage is equally divided between swapping it with traditional practices and reaching out to millennials. While Facebook, Blogs, Instagram, YouTube and Snapchat are progressing at a rapid pace, Twitter has always been the most loved social media platform.
Looking To Start Your Own Blog? Some Thoughts For Starters…
For an independent publisher, becoming a real force in the fashion industry is not an easy job. Remember, you’re entering a niche market with super talented people. That being said, define your space, observe and learn. It’s very crucial to find your strength and entice everyone exclusively or else you’ll be lost in all the noise.
Inputs and Edits By: Mili Doshi