The continued presence of digital darlings within the marketing mix of major luxury brands suggests that bloggers have not yet been rendered obsolete
|Scooped by Marina_T|
Browsing through the (public) media kits of the some of successful fashion blogs, the audience is more often than not 70% female, between the ages of 15 and 35 years old, an age bracket that currently represents Generations Y and Z.
According to a recent study by the Intelligence Group, these generational segments are interested in everything surrounding shopping – researching products online, curating wishlists, consuming content etc. – except the “exchanging of currency for goods.” Dubbed ‘fauxsumers’ they are making a name for themselves by never converting, despite high levels of engagement across a myriad of media platforms.
As Scott Schuman explained to Robin Givan, “We’re getting to a tipping point. People are starting to push back. They want to be able to believe what [bloggers] are saying. Who am I to say don’t take the handbag, or don’t take advantage of the opportunities? But don’t expect people to respect what you do.”
Going back to basics, blogs rose to prominence because consumers wanted more than the print media system had to offer. But now print media has caught up online and bloggers have become part of the system where advertising and editorial are linked.
And nearly ten-years on, fashion blogs and bloggers don’t necessarily represent what is new and next for consumers. As Macala Wright once decreed; “While I know it’s scary for brands to engage with new tastemakers and rising affluentials, it’s necessary. The digital personality that could move your customer’s perception of your brand in the digital space is someone you probably haven’t discovered yet because you’re not looking.”
“You’re following, not leading. Take a stand and look for new influencers, they may not necessarily be bloggers…”