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Fashion Bloggers: Temperament and Characteristics

In: The Art of Digital Marketing for Fashion and Luxury Brands

Author

Listed:
  • Gordon Bowen

    (Northumbria University)

  • Deidre Bowen

    (POW)

Abstract

The aim of the chapter is to understand the persona and characteristics of fashion bloggers and how they differentiate themselves from other bloggers. Promoting fashion products differs from promoting other products that are functional and tangible. Fashion bloggers require abstract and innovative ideas to catch their audiences’ attention to build a fruitful relationship. The success of fashion bloggers depends on whether they can become influential bloggers in the fashion blogosphere. Influential bloggers must deploy social and individual capital to build networks that enable them to change and evolve the content on their fashion blog. Building cross-social media networks in collaboration with other fashion bloggers is an important mechanism for them to become influential fashion bloggers. Failure to maintain and build their network will cause them to decouple from their followers and become lower in the social media rankings (e.g., Instagram). Influential fashion bloggers must continue to differentiate themselves in the online environment and this is achieved by creating personal and original content that draws on their social capital, which energises their audience to engage.

Suggested Citation

  • Gordon Bowen & Deidre Bowen, 2021. "Fashion Bloggers: Temperament and Characteristics," Springer Books, in: Wilson Ozuem & Silvia Ranfagni (ed.), The Art of Digital Marketing for Fashion and Luxury Brands, edition 1, chapter 0, pages 81-104, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-70324-0_4
    DOI: 10.1007/978-3-030-70324-0_4
    as

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