Grassroots Stars: Walking In Fashion Lakes

Where do you get fashion information? Is it a monthly fashion magazine, or is it a TV program of production cycle for one to two weeks? If that's the case, catching up with the changing fashion trends will slow you up.

Nowadays, the fashion circles are on the streets, and the personalized collocation is prevailing. Under such circumstances, a new force is rising rapidly. They are not necessarily expensive clothes. They may even be just an old garment. Their looks may not be outstanding, but even the ordinary appearance reveals absolute confidence.

They are fashion bloggers with unprecedented hits, and have moved the fashion directors who sit at the top of fashion Pyramid to become celebrities, parties and media celebrities.

Young teeth, explosive materials, self timer, fashion bloggers

Tavi Givenson, a 15 year old American girl, is one of the most influential fashion bloggers in the United States.

In last year's Dior advanced custom show, Tavi, sitting in the first row, wore a giant bow tie hat, unscrupulously blocked the view of the last three guests, forcing Italy Grazia's fashion editor and Canadian fashion show host Jeanne Baker to avoid watching the show in the gap of the bow.

Tavi's blogger career began in 2007.

That year, only 11 years old, she began to write her own blog, Style Rookie.

At first her parents didn't know it until one day a year later, she told her parents that New York Times wanted to interview her.

At the age of 13, she was known as the "Teen Vogue" of teenage Bible, and now her blog has collected more than 4 million of her fans.

11 year old blogger, 12 years old become a fashion columnist, 13 years old on the cover of fashion magazine, 14 years old as a great stylist, and Tavi is growing up from the original little girl who spy on fashion secrets from the door to become a new queen of fashion critics.

If the popularity of Tavi is the symbol of the popularity of fashion bloggers, the emergence of Katie will push the trend to the extreme.

In 2010 fashion week in New York, fashion website Racked hired Katie, a 5 year old girl, to cover the whole story.

The website explains this: "bringing a 5 year old girl into fashion week and asking her the first response to the show is a whimming, experimental practice, and it is very fashionable."

There are all kinds of fashion bloggers, such as Tavi and Katie, who are super low age. There are entertainment fashion bloggers like Jessica Morgan and Heather Cocks who make fun of stars.

These two bloggers, Go Fug Youself, which are blooming at the age of 30, dress up the inappropriate dress and gossip of celebrities. Hollywood stars no matter whether they are big or small, they can not hide their shelling.

But in the name of fashion, the tone is ironic, but no malice. Each comment shows their strong preferences and strong humor.

Nowadays, the advertising revenue of the website is very rich. The book Fug Award, which is written in the website content, has a remuneration of up to 6 digits.

In Britain, the most popular fashion blog is the Style Bubble of Susie Bubble, a Chinese girl.

In addition to the work of the media planners, she spends a lot of time studying fashion and dressing up every day, and goes to the trouble of drying her new model on the blog.

These models are bold and imaginative, and even in the fashion center London, they will never be inferior to T models and the stars who are chased by dogs.

Susie blogs will get tens of thousands of hits every day, and designers will take the initiative to come up with their latest works, hoping to show their faces on her blog.

In the London MEtro newspaper's Best Of Brit Blog Award, Style Bubble ranked the top of the fashion blog.

It is not easy to turn it into a commercial success despite the explosion of popularity.

So far, bloggers who make money by writing fashion blogs are still very few.

More successful, in addition to the Jessica Morgan and Heather Cocks mentioned earlier, and the Catwalk Queen, who specializes in the show, and Philippines's demon male BryanBoy, who loves men's disguise, the attendance fee is said to have reached 5 digits.

There are always several seats in the front row of the T front row for Shi Shangbo's owners, and many of them are both fashion bloggers and first-rate fashion buyers.

With a keen sense of fashion, they will decide which style will become the best seller in the next season and purchase.

Not long ago, KENZO hired the fashionable buyer Humberto Leon and Carol Lim as the creative director of the brand, which once again proved the trend of fashion being dominated by the market.

China's fashion bloggers lead a good life.

Compared with foreign countries, domestic fashion bloggers have only begun to rise in recent two years.

Heavyweights such as Tavi Givenson and Susie Bubble have not yet appeared, but some have gathered a lot of popularity.

From the heroes of the fashion circle, Han Han fire to the beautifying beaver fox, and then to the little sister hot pepper choked in Chongqing, and the first group of fashion bloggers alliance in the form of eleven groups, these Chinese fashion bloggers are ushering in the first golden era.

The name of Jiang Wei's moon sea is one of the initiators of the eleven Rohan League.

The 31 year old boy who looks quite like young Meng Fei at the time has worked as a columnist in many fashion magazines in China. Now he is a freelance writer. He has 140 thousand fans on micro-blog. His vernacular fashion theme is one of the most readable blogs in China.

But it's such a fashion man. Blogging is only his sideline.

The real work of the moon sea is actually making mobile clients.

In his words, "nobody knows more about fashion than I do, and no one who knows fashion knows more about mobile phones than I do."

He even quipped that the sideline should be the main business.

Eleven Lohan is made up of 11 top fashion bloggers in China. There are students, teachers, editors and public relations in the post-80s group. They are distributed in Beijing, Shanghai, Guangzhou, Hongkong, and even New York and London.

Everyone pays attention to different brands, designers and products, collects their information and integrates them, and then presents them in different angles through words and photographs.

Such a combination has even surpassed some of the professional fashion magazines in China in the eyes of many media people.

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Blog blogger ChrIS Cholette points out: "fashion bloggers represent different voices. They show people how they actually wear, often contrary to the fashion industry's instructions."

Ye Tianxiong is the director of Foley's luxury business.

Every day, he will look at the latest trends of fashion bloggers from micro-blog.

Now, the company's daily media communication will involve fashion bloggers, and maintaining their relationship with them has become an important part of Ye's work.

"They are very different from traditional media editors," Ye Tianxiong said.

Because Chinese fashion bloggers are mostly independent writers of fashion magazines, they have strong self interests and are not easily disturbed by other external factors.

Therefore, we hope that the fashion bloggers can help the publicity work done by the brand to meet their tastes and needs as much as possible.

Ye Tianxiong asked his team to understand the interests, tastes and preferences of every blogger or micro-blog owner.

Most of the time, they want micro-blog to have an unexpected effect on brand publicity, rather than a very official orthodox propaganda.

At the beginning of this year, when it launched a new series of yellow diamonds for Tiffany, as its communication consulting agency, Foley public relations specifically arranged for Breakfast at Tiffany 's' (enjoying brunch in the Tiffany store), invited them to enjoy food, tasting jewelry, and talked closely with Tiffany's brand executives.

"We believe that the power of emotion will be more important in the new media environment, and emotion can be moved by these bloggers as" self media "and micro-blog owners.

Ye said.

According to a recent report by Altagamma, a market research firm in Italy, it is estimated that by 2015, fashion bloggers will boost sales of clothing, jewellery and luxury cars to $15 billion on the Internet.

The trend of fashion media is gradually being replaced by blogs and social networks, and 1/2 of consumers will get advice from Facebook and Twitter before buying, the report said.

"The influence of fashion bloggers is becoming stronger and stronger, especially in emerging markets like China."

FranceSCo Di Lauro, chairman of Altagamma Research Institute said.

This year, the American cosmetics brand Maybelline has sponsored a well-known fashion blogger combination Choi Choi peppers to participate in the fashion week of New York.

This pair of twin sisters from Chongqing has been popular with the fashion street pads and wear logs. Not long ago, they also occupied 8 pages of VOGUE Chinese magazine.

Peng Yue, the vice-president of triumphant pioneer public relations, told the China business newspaper: "luxury brands will definitely invite fashion bloggers, and their proportion will probably account for 10% to 20% of the invitation list."

According to blogger's sea, he has to attend at least 4 to 5 times a week.

Generally speaking, public relations companies and brands are consistent with the standards of fashion bloggers and media reporters.

But there are also some companies that will raise the price to get a weighty blogger, which is no less expensive than the top domestic fashion editor.

The woods are big. What birds are there?

Yin Jiajia is an editor of Tencent's female channel. She has to contact many fashion bloggers on weekdays.

She said: "the brand value is the attraction of these bloggers to their users, but to be honest, few bloggers in China are well-known now. Basically, they are also famous in the circle of people. Han Huo Huo has been enough to be popular. Mothers, even those who do not pay much attention to fashion at ordinary times, have seen him say at most how the child is dressed like this."

Han Huo Huo, with the Chinese version of BryanBoy, is the most popular fashion blogger in China.

At the beginning of this year, the Chanel 2011 autumn and winter advanced clothing show was held in Paris.

"There are still too few people in China to be bold enough to get out of positions like Han fire," Yang Ting, deputy editor in chief of LC style network, told reporters.

Thin horse, vice president of fashion group, believes that most domestic fashion bloggers are just sending pictures on the website, which are more personal and less professional. Some websites are even responsible for painting and making bloggers.

"Most domestic fashion bloggers are busy and stressed. Most of their bloggers are just advocating the collocation of luxury goods and clothing. They are too deep and personalized."

Yang Ting said.

Britain's Susie Bubble spends more than 8 hours a day running its own blogs, but in the country, even the eleven most frequently written monthly blogs are three to four per week, some of them are more quickly "abandoned".

Most of them haven't read a documentary about fashion designers, and have read a book about them.

"Fashion circles can't be red by wearing out positions. They can get in with a few public relations. This circle is very private. The fashion bloggers in China are not really in the right place yet."

Yang Ting said.

Yin Jiajia believes that the operation of fashion blogs takes a lot of time and talent. Many bloggers can not find the right opportunities and platforms to launch themselves, and more and more people are waiting to be discovered.

Those who actively connect with media editors are not necessarily able to succeed in social interaction.

Opportunity and potential are important.

As a portals, the most common way to promote Tencent is to invite fashion bloggers to write articles.

In contrast, the promotion of LC style network is more professional.

Usually, Yang Ting and her team will look for some B2C designers and Taobao shopkeepers on the Internet. If they find the works they like, they will buy them without hesitation and then try them on.

Next are recommendations, including photos of designers and models, and suggestions on how to dress.

Taobao's popular front row shop has been invited to Paris fashion week by a foreign fashion magazine this year because it has been recommended by several well-known European fashion bloggers.

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Yang Ting told reporters that in London, Paris and Milan, there are many Chinese students studying design. Every time they go to the fashion brand to launch a fashion conference, she will try to win some invitations with the brand and send them to these students. They will also send a lot of fresh words and images to the website by participating in the activities.

Like Gu Chenxi Echo, Maggie Yue Yue and Yoanna, these fashionable bloggers who are now popular in China have had similar experiences in their early years when they studied abroad.

Not long ago, ELLE Chinese network interviewed Mr. Gu Chen Xi, eleven of the Lohan, for a long time. The young girl once interviewed several top fashion designer designers, including talking with Tom Ford Tom Ford (ELLE Ford).

Such experience, even many senior fashion media editors are self sigh.

In fact, the current mainstream fashion magazines and financial newspapers are in different degrees with the frontline fashion bloggers to maintain a cooperative relationship.

Yin Jiajia said: "if a blogger appears frequently in the circle and is recognized by the brand, expanding her exposure through an invitation to a line of activities, her popularity in this circle will be greatly improved."

Hidden worries behind scenery

Hold

Despite its boundless scenery, there is no such thing as a free lunch.

Fashion bloggers also need to hand in their homework to the brand, the most common way is soft language.

Generally speaking, bloggers will publish these soft articles on their own blog independently, but in more cases, some fashion magazines will selectively use these articles. One is to enhance the brand value of magazines by bloggers' fame, and the two is to promote advertising.

However, for independent fashion bloggers, writing soft texts is quite risky.

Eleven Luo Han member BoyGray (Lin Shiyao) said in an interview: "soft Wen can provide financial support for the blog, but how to choose soft language is just like how to choose your content, so you need to be careful.

The information conveyed by the soft language must be consistent with the location of the blog, otherwise it will be a breach of its own scenes, and it will also be irresponsible to the readers.

But even in recognition of this, it is strong and not bad.

Thin horse believes that the future development of fashion bloggers in China still has many uncertainties.

The first is technology oriented: social networks and micro-blog, which are more interactive and exchange information faster, are likely to replace blogs. Second is policy orientation: now the Internet access to airports and bars must be real name system. If Internet policies are not open enough in China, fashion bloggers are also very difficult to do WiFi.

With the tide of fashion, the bloggers walking on thin ice, no one can guarantee that they can eat this bowl of youth food, because fashion is always faster than coming.