Fashion Bloggers Are Becoming The Darling Of God.

1.

The mass media, represented by magazines, is declining, while the popularity of celebrities such as entertainment stars, models, sports celebrities and so on is increasing.

In order to find a new and better marketing channel, the brand owners take advantage of the "upper class".

The prosperity of fashion bloggers, to a certain extent, is due to the rise of the new generation of millennial consumers.

In the age of individuality, fashion bloggers often gather fans from different regions with their extremely "tricky" vision of luxury brands. These fans have strong sympathy with bloggers in the field of ideology.

For example, Margaret Zhang, because of boredom, opened her personal blog Shine by Three at the age of 16, and was a fashion blogger, photographer and stylist. She constantly shared with her fans about their diet and travel.

Last week, the fire broke out in the global fashion circle and exploded a series of consumption upsurge.

Therefore, a fashion blogger is a prestigious "leader" who has led tens of thousands, one hundred thousand or even millions of "consumer communities".

This is no doubt a huge gospel for the luxury brands who are eager for the market. In recent years, they have been using fashion bloggers as the media and "separating mountains and cattle" to pmit them indirectly to consumers.

For example, during the holiday season of 2014, Pink Peonies's Parcell helped nordstrom.com generate $1 million in sales.

2, fashion bloggers are becoming the beloved of the gods. In marketing activities with fashion brands, they are indulging in the interest of luxury brands, enjoying the spirit and enjoying the money given by the big brands. There are many "top bloggers" who earn 1 million to 3 million dollars a year.

Last year's statistics show that domestic fashion bloggers based mainly on WeChat public platform earn at least 6 over a million annual revenue.

However, there is an oligopoly effect in any field. The "28" law also marks the luxury industry: 20% of fashion bloggers in China get 80% of advertising revenue, but 80% of fashion bloggers are still at a low level.

{page_break}

On the one hand, it is the "trend of the times" which is not to be avoided. On the one hand, it is the call of profit. A number of professional brokerage management companies are emerging and springing up. They create a fashion industry ecosystem, open up and enrich the path between fashion bloggers and luxury goods, represent fashion bloggers, and bargain with luxury brands all over the world, which makes fashion bloggers settle down and devote their major time and energy to the taste, perception and practice of luxury brands.

Up to now, there are more than 50 public relations brokerage firms offering such services in China, mainly in Beijing and Shanghai. The platforms are mainly Sina micro-blog and WeChat public platforms.

After the growth of such brokerage firms, they had greater power to speak, which led the industry to doubt that brokers did not control excessive commercialization and pushed up prices.

For example, buying a Instagram advertising content from a top fashion blogger may cost between 5000 and 25000 dollars, five times higher than the price of a year and a half ago.

For brands, the purchase of a Instagram picture advertisement to Kylie Jenner will cost 100 thousand to 300 thousand dollars.

That is to say, when the fashion bloggers just entered the mainstream society, they were ready to make a big fist. They walked into the "enclosure movement" of the brokerage company and became a commercial weapon.

Think of it. DBA, who has five years of experience in the industry, is gradually abandoning the business of providing public relations and digital marketing strategy services to the brand. It will focus the work of 30 employees on the management of fashion bloggers, which shows Shi Shangbo's terrible ability to create profits.

When anything happens, when it comes to "industry" and scale production, it needs to be careful. Low threshold, "celebrity" aura and high rate of return induce young people of different ages, regions and interests to covet Shi Shangbo's vest and act boldly.

That is to say, some "24K cock silk" who have no love for luxury brands have broken into the circle of fashion bloggers in order to simply chase wealth, trying to make up for their mistakes.

To put it plainly, at the beginning of development, it is the "elite stage" of fashion bloggers. These luxury goods makers often feel that they are more accurate in judging certain styles or series, which stems from fashion bloggers' love for the luxury brand from bone marrow.

Some new bloggers rely solely on the smell of money. They do not have too high attainments in terms of luxury inspection. They are merely being coercion by some luxury brands with money to write some "soft articles" which are beneficial to businesses. They are increasingly being filled with the boundless and boundless world of Bowen.

When advertising and content are not divided, the credibility of fashion bloggers will quickly emerge and become a monster, and begin to swallow up the future of a sunrise industry.

To this end, some systems came into being to serve as the "magic charm" of fashion bloggers for brand endorsements. The federal sweater Committee launched a series of guidelines that require content creators to indicate whether the content is sponsored or advertising stickers.

In June last year, FTC updated these requirements and asked fashion bloggers to disclose more details of sponsorship.

For example, events sponsored by brands must be explained, and a disclaimer must be set up at the beginning of the sponsorship video.

However, in order to create and maintain its own "pure and fair" spokesperson image and enhance the stickiness with fans, there is hardly any fashion blogger willing to label advertisements or disclaimers on the content. Of course, there are also some "heterogeneous" ones. For example, the name of the WeChat public is called the two fashion bloggers of the pomegranate Po report and Rebecca's fantasy world. They have been strictly tagged, and we believe that this aspect comes from their super self-confidence, on the one hand, they derive from their integrity.

However, at present, there are only two such WeChat public numbers with such "self-confidence" and "integrity".

{page_break}

In addition, in China, the WeChat public platform is the main position of fashion bloggers. However, the number of fans is confidential. Therefore, the number of readings and the number of praise have become the absolute standard for the evaluation of communication effectiveness of luxury brands.

If it is a hard advertisement, the number of reading can never be so gratifying, but the hard number is there. What is the reason?

We think that the industry knows what is going on and is "not easy to say" or "useless".

The conversion ratio between fans and buyers is still not yet quantified. Is it true that money spent on bloggers really hits a hole in the realization of brand value? Or is it just a drain? There is no bottom line in luxury business. This makes them sad and powerless. They hope to jump over the fashion bloggers and directly pmit their marketing information to consumers. However, the brand social media advertising budget is also increasing. Whether in WeChat public number or other channels, fashion bloggers have become indispensable parts of social media portfolio.

However, luxury brands will not eat this "dumb loss" forever, and this will surely raise doubts about the trust of Shi Shangbo and its audience.

Abroad, New York social media analytics company D 'Marie group launched a APP called D' Marie to evaluate models, fashion bloggers, sports stars and other people's influence index in social media.

Fashion brands or investors can use this APP to find the fashion bloggers or partners who meet the brand influence index according to the conditions.

The APP is used to reduce the investment risk of brand advertisers in the face of the rising prices of fashion bloggers, and to ensure the rationality of negotiation conditions for brand launch and fashion bloggers.

3, for any new thing, the emergence of "problem" is just to encourage people to use wisdom, better reflect and improve, and cultivate a hotbed for their development.

ShopStyle Collective, a red and blogger Alliance under the shopping search engine ShopStyle, grew by 315% in December, driven by bloggers.

According to relevant sources, these content manufacturers created a turnover of $8 million that month, and consumers most interested in shopping brands include Burberry, Ugg Australia, Donna Karan, Jeffrey Campbell and Club Monaco.

80% turnover comes from the top 100 bloggers in the network alliance.

Once there is a wonderful encounter between fashion bloggers and luxury brands, the two sides will not let one hand go hand in hand, and how to develop the "long line" in the future will be reproduced in each other's hearts.

Of course, some smart bloggers do not tie themselves up to the development of brand, product and retail partnership. They will do everything possible to make a difference in the marketing arrangements of the alliance.

Fashion bloggers, like companies like ShopStyle Collective and RewardStyle, have a sizeable "tip" for every time they bring their readers to a retailer or brand website. The top bloggers who earn six digits a month are scaling up, while Forrester Research expects to spend $4 billion 500 million on alliance marketing this year.

According to the Forbes magazine survey, more than 33% of the millennials said they had been influenced by well-known fashion bloggers before buying products, compared with less than 3% of respondents who were influenced by books, magazines and news.

Fashion bloggers are celebrates their own spring, but they also know that their fans are not all blind followers. Most readers can see in a blog that bloggers are writing for their interests and love, or are simply coerced by the money of a luxury brand.

It is worth affirming that at present, the global fashion industry is entering another vigorous development corner. If the luxury brands want to win the favor of fashion bloggers and eventually succeed in marriage, though they need to take out valuable "dowry", but as long as the two sides have a high degree of authenticity and form a sense of touch and interaction, they can often harvest each other's sincerity and embark on the road of hopeful marriage.