Is The Fashion Blogger Rebecca Making A Successful Clothing Brand?

It is almost inevitable for bloggers to create personal brands, but the difficulty of this road is far beyond the imagination of most people.

According to the world clothing and shoe net, the world's top fashion blogger Chiara Ferragni is also facing the challenge of pformation.

In an interview recently, she revealed that she has become president and chief executive officer of TBS Crew Srl (hereinafter referred to as TBS Crew), becoming the main shareholder of the company and holding a minority stake.

The picture shows Italy fashion blogger Chiara Ferragni.

This is part of Chiara Ferragni's plan for group reorganization, and ultimately aims at keeping herself at the center of the company's projects.

To this end, she will streamline the personnel structure of TBS Crew, reduce costs and enhance synergy.

Chiara Ferragni is currently a major shareholder of the group. It took over as Riccardo Pozzoli. The latter remained on the board and held a minority stake, but no direct decision was made.

Chiara Ferragni explained the structure of TBS Crew group and other businesses in the interview.

At present, the TBS Crew group is composed of three businesses, one is the agency agency that signs Chiara Ferragni and sister Valentina Ferragni, and the other is the entire operation of the Blonde Salad website. The website is a personal blog created by Chiara Ferragni in 2009, and now its position is lifestyle online magazine and limited series of e-commerce providers.

The third is the digital creative production company, supporting the creative content of the media platforms such as the two sisters, personal blog and so on, such as the promotional video of the cooperation series of shooting Chiara Ferragni and Tod 's.

It is reported that the group's revenue in 2017 is expected to reach 6 million euros, an increase of 82.5% over 2016.

The best agent was the agency, which contributed 90% of the revenue but only 40% of the management cost.

In this pformation, the Chiara Ferragni program will move from 14 employees' offices to smaller offices, reducing the cost by 35%.

At the same time, increase her personal income by 80%.

She also created a new management structure, hired Fabio Mario Damato as general manager, and hired consultants to help restructure and adjust long-term strategies.

The picture shows Chiara Ferragni and its brand name shoes.

It is worth noting that her personal

Not included in the TBS Crew business.

The most famous

Series Chiara Ferrani Collection is upgrading its brand competitiveness through expanding product categories, and intends to expand its store.

The brand sold 17 million euros last year, and online sales surged 235% in June.

At present, the brand has 400 sales outlets in the world.

Chief executive Andrea Lorini said Chiara Ferragni is ready to extend its personal brand from the online to offline. The first flagship store has opened in Milan.

In addition, China is one of the markets of Chiara Ferragni's personal brand. Its team has reached an agreement with the Japanese Pearl Group, which will accelerate the expansion in China, and plan to add 35 stores in the next few years, reaching 14 by 2019.

Andrea Lorini says Asian consumers are increasingly interested in new brands in pursuit of personalization.

With the growing influence of KOL, the business of fashion bloggers is becoming more and more formal.

Nowadays, the identity of Chiara Ferragni is not only a fashion blogger, but also a manager of a complex structural group.

Some analysts believe that the bloggers' personal will will permeate the entire group, which requires a more detailed layout of the business strategy.

Especially for fashion bloggers, brand owners' control and bloggers' volition at all levels are one of the challenges to launch personal brand and establish a "serious" business, because this business is centered on personal influence from the beginning.

In the pformation, Chiara Ferragni also emphasized the control of the group.

"Now everything must be approved by me. That's the essence.

In the past management mode, I was not aware of the development of some events.

But the starting point for brand customer cooperation is me, who want me to be involved, otherwise they will be disappointed.

In the past, I did not strictly control many processes, without clear ideas and real strategies, wasting time and resources, resulting in confusion between brand customers and fans on brands, which is a great risk. "

Chiara Ferragni has led the trend of fashion bloggers' influence, but until now, few bloggers have done better than Chiara Ferragni.

When fashion bloggers began to have stable traffic, they began to think about how to make their career sustainable development, which is equivalent to bloggers' identity.

For example, the problems that need to be solved include how to maintain the stock users, expand the incremental users, and seek a business mode that can realize the influence beyond the traditional advertising mode.

For fashion bloggers, the most direct path is to build a personal brand or an e-commerce platform, but the fact is that building a business with bloggers requires more business intelligence.

Even for the most successful fashion KOL in the world, traffic realisation is far from easy.

The 33 year old Alexa Chung has entered the fashion circle since he was 15 years old.

Compared with Chiara Ferragni, Aimee Song and other fashion bloggers who grew up with social media and Internet Celebrities, Alexa Chung's fashion career started earlier.

Unlike the fact that fashion bloggers are not accepted by the industry in the early years, Alexa Chung follows a career path that has grown from the fashion industry and is more firmly related to the authority of the fashion industry.

Figure Alexa Chung the same brand advertising film.

But for the establishment of personal brand, Alexa Chung is still very cautious, preparing for nearly 3 years.

Due to her lack of professional training, she set up a team of 6 designers to create under her guidance.

At present, there is no data to reveal the brand's sales situation, there are industry insiders, even for the fashion circle veteran Alexa Chung, once entered the business, everything is starting from zero.

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The challenges faced by fashion bloggers to launch personal brands may include the direction of product design, control of business partners, balance of personal affairs and brand management, and, more importantly, the impact of individual brands on bloggers.

The challenges have not yet been reached in the industry, but people are beginning to find that Chiara Ferragni can build a complete business matrix and become a Harvard Business School case. In addition to capturing the so-called "draught" and some luck components as early as possible, there are more considerations about brand positioning and operation.

The picture shows ribeca small program ribeca official applet home page.

As China's fashion blogger Rebecca's exotic world today launched its personal namesake brand and Rebecca Official applet, the fashion blogger's outlet has once again become a hot topic in the industry.

Before her, the personal brand based on Taobao's electricity supplier established by Zhang Dayi, Sydney and Taobao red men has become scale.

(extended reading: earn 200 million a day, net red Sydney's wild fashion kingdom)

But other Chinese head fashion bloggers, who are similar to her famous path, have not yet launched the same brand.

Gogoboi and pomegranate launched e-commerce platform under the support of LOOK electric provider, but bloggers do not participate in other links besides selecting goods and providing traffic.

Pictured gogoboi's small selection of e-commerce platform

This has both advantages and disadvantages.

First of all, to control the supply and supply chain is not the advantage of fashion bloggers, LOOK and other platform providers can provide infrastructure and data management for bloggers, and facilitate the flow of cash flow for fashion bloggers.

But it also causes fashion bloggers to worry about losing control of supply chain, which has become the reason why many bloggers give up the mode.

The fashion blogger chose a more thorough entrepreneurial path in the younger group, and set up a self built iDS platform.

According to an entrepreneurial experience released by WeChat public, the early days of self built electric business were very difficult. Until we got hold of the draught and preempted the WeChat small program, the situation of iDS's big eyes gradually improved, and the monthly income reached tens of millions.

The picture shows the big eye small program interface of iDS.

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She revealed that her team spent a lot of energy negotiating with niche brands to rectify the supply chain and after-sales service.

Some analysts believe that the early content for the small Ge accumulation of the flow of content to the electricity supplier to provide diversion role, but it is clear that the whole team's attention to the content and the importance of content in the whole structure is declining, which means that its business mode is less and less dependent on the content, which may be a positive signal.

At present, ribeka is the first blogger to launch personal brand among the content fashion bloggers.

There is speculation that choosing to launch the brand at this time is because the commercial influence of ribecca has been confirmed in the past year.

Co operating with BMW MINI to launch a limited amount of cars to sell 100 units in only 4 minutes brings new inspiration to the industry's profit model innovation of fashion bloggers, and also makes ribeca one of the 100 most creative businesses in China's Fast Company 2017.

In a sense, the introduction of personal brand is a "hot strike" for its commercial influence.

Ribeca talked about the motivation to launch personal brand in his small program.

The reasons can be roughly summed up as two points. One is Rebecca's desire to create a personal brand.

Although electric providers have offered to help her make personal brand in the past few years, she believes that it is impossible to control every specific link and overdraft fans' trust.

The second is to satisfy a group of fans who are busy but have no time to shop but have the pursuit of quality.

Rebecca's personal brand, such as cashmere and other basic products, has only launched 9 products at a price ranging from 350 to 1600 yuan, but the product display and detailed drawings are taken by models rather than ribeca. The structure of the small program is relatively simple, and the new product line is more like a trial water.

It is reported that after the official launch of the brand Mini program yesterday, the amount of visits in half an hour is close to 300 thousand.

It is worth noting that the content bloggers of output viewpoints are very different from those of visual output bloggers in essence.

The former is more sensitive to the neutrality of the view and the trust of the fans. The introduction of personal brand may increase the risk of sacrificing the trust of the fans.

While many foreign fashion bloggers belong to the latter, although in recent years, relevant laws require bloggers to make advertising signs for sponsorship products, when bloggers can maintain their aesthetic standards, most fans tend to trust bloggers and care less about whether the product is co sponsored by bloggers.

When content bloggers' personal brands enter the scale operation like Taobao brand, the problem that bloggers have to consider carefully is that because the content production of bloggers has strong personal characteristics, it is difficult to reproduce. If brand operation will occupy too much energy of bloggers, will the content direction lose control, and whether the content neutrality will be affected.

Fashion bloggers create personal brand knowledge, but in China's special content environment and business environment, Rebecca can replicate the commercial success of Chiara Ferragni, which will continue to arouse the curiosity of the industry.

Some analysts pointed out that as the first fashion designer to launch personal brand content, ribek's attempt will also become an exploration of the influence of Chinese fashion bloggers.

"But I really think it's too difficult to make a clothing brand," Rebecca said.

More interesting reports, please pay attention to the world clothing shoes and hats net.