Brands Want Some of the Sway Fashion Bloggers Have With Their Readers

Why am I an ad blogger, when I could be something exciting and lucrative like a mommy blogger or a fashion blogger? Or hell, a blogger writing about investing or search engine optimization. Something that sells!

Adweek’s Erin Griffith looks at fashion bloggers who sell.

There was a moment after New York’s 2009 Fall Fashion Week when fashion bloggers had officially, as the press likes to call it, “arrived.” They had blogged their way to the front row of Bryant Park’s most exclusive runway shows; they were the new army of digital Anna Wintours.

Fast forward two years and fashion’s digerati have shown they actually have no interest in Wintour’s job. They’d rather sit across the table from her, as the faces of the companies whose ads keep publications like Vogue, Harper’s Bazaar, and W in the black. Bloggers don’t want to be editors, because they’ve built something much more valuable: brands.

Jessica Quirk, a fashion blogger with a popular site that features photos of her wearing the outfits she puts together, also “guest blogs” for Timex and Ann Taylor LOFT. Again, we see that bloggers are not journalists (not that anyone’s keeping score).

One advantage fashion bloggers may have over traditional fashion-focused media is their ability to provide a more real, less airbrushed, template for their readers; thus, making their fashion advice all the more approachable and valuable.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.