Within the last decade, fashion has become more of a global industry catering to complex customers of diverse lifestyles which makes the recognition and identification with particular customers more complex. Simultaneously the drastic change in communication allows users to participate, follow and discuss any trends and fashion news easily for any collection and purchase them online.
Blogging in general is considered as a new form of online journalism, enjoying great attention of users, based on a personal and interactive approach, versus the standardized treatment through mainstream media.
However, fashion bloggers are looked upon skeptically by the fashion industry as they may not have the proper expertise guaranteeing quality and credible reporting. This is not to say that fashion bloggers are not influential; in fact, these amateur-experts have proven an impressive capacity to build up a wide audience following, and have even influenced mainstream media and the fashion industry
It’s all about building relationships and starting conversations. Branding is important for every business, but none more so than those in the fashion industry It’s central to the way the public perceives and emotionally responds to a label, and brands that create a strong identity are the most likely to endure.Your branding should be reflected in all public facing activity, including the name, product, quality, packaging, labelling, marketing, advertising and PR. This is achieved by consistency through all communication channels. Your collection may change from season to season but your branding should remain constant.
Blogs in particular can help build brand identity, providing context for collections and encouraging engagement, as well as benefitting search engine optimisation by drawing traffic to a site.
The majority of high-street fashion retailers now have some form of blog, employing varying degrees of imagination, engagement and originality
My three recommendation for blogging:
1. Know Your Audience
Your blog’s design and content should reflect the expectations of your audience. For example, if your intended audience is teenagers, the design and content would be quite different than a blog targeted to corporate professionals. Your audience will have inherent expectations for your blog. Don’t confuse them but rather meet and exceed those expectations to gain reader loyalty.
2. Be Consistent
Consistency is one of the most important things that bloggers tend to forget. It’s much easier to lose your traffic than it is to build it up, so make sure you consistently blog.
Your blog’s design and content should consistently communicate your blog’s overall brand image and message. Being consistent allows you to meet your audience’s expectations and create a secure place for them to visit again and again. That consistency will be rewarded with reader loyalty.
3. Get Ideas From Your Audience
Create blog posts that answer the most interesting questions from people you engage with on social media.
This can be a great way to gather ideas of what topics people would most like to read about, which will help your blog grow. One of the best ways I’ve seen this in action is through blog comments, Facebook posts or Tweets