THE FASHION BLOGOSPHEREThe four types and the tools they inspired

Becaue they are not privy to exclusive content, they resort to other means to composite their ar-ticles. Collage-making tools now make it easier to source material as well as combine photos to create shareable moodboards online. These make it easier to mix as well as shop new items instore.

These are often aspirational blogs that go by secondhand research; these can come from online magazines, boutiques, and fashion in-sider sources.They specialize in moodboards and trend compilations.

Because of the boom in Personal Style Blogs, sites like Lookbook and Weardrobe sought to put a social layer on a fast-growing genre. Both aggregate accounts globally and allow fellow members to like or vote on their favorite looks. It’s a smart way to browse a multitude of styles.

These are personally styled and written journals that are frequently updated. Blog owners build their brands around outfits they concoct, and are often gifted items and reader giveaways from boutiques seeking online exposure.

These compilations of event coverage and street style spotting runs usually manned by profes-sional photographers or illustrators. Popular subject matter would be Fashion Week candid coverage and accessory coverage, such as Tom-my Ton’s Jak & Jil.

Apps like Fashion Freax allows for quick up-loading of shots through mobile, much like Ins-tagram. Advertising campaigns have caught hold of the ‘real people, real style’ movement, and many high street brands have sought to weave their way into that culture.

Editorial content now exists outside of the pub-lishing world and has become a great way for online retailers like Net-A-Porter to present their wares in a more sophisticated manner. Apps allow fashion industry people to access new content on the gadgets-of-the-moment, like the iPad.

A mixture of the former three. It is able to create exclusive content, publish sponsored posts for different brands and websites, and rework exist-ing popular articles and industry news. They trickle down through the fashion strata, some specializing in high fashion, others in high street or fast fashion.

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INSPIRATION PERSONAL STYLE STREET STYLE EDITORIAL

Rumi Neeley for RVCA

Chiara F. for Mango

THE FASHION BLOGOSPHEREBest applications for the four types

Appropriating a blog type for a campaign is dependent on what element rests upon it.

If the brand needs a big star, it would look to a Personal Styleblogger. A dynamic cast would be within Street Style, the biglocation, in Editorial. Last butnot least, is Inspirational. It is an indicator of whether the content had trickled down to the most common type.

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THE VERDICT: These are where smaller Participants and Voyeurs exist- they aren’t the most striking channels to advertise in, but it’s a good place to dive into the fashion blog target readers’ minds.

They react to what they find and browse for what they can’t create, making them a thermometer for whether a trend has gone univer-sal.

STREET STYLETHE VERDICT: They’re the Cata-logues of Cosmopolitan Trends, but not a lot of rapport is built on Street Style blogs. Most readers flip through looking for something that catches their eye, but rarely are they compelled to react or contrib-ute.

They are however, the best way to do Content Population for cam-paigns that highlight multiple interpretations of a trend or item. Owners of Street Style blogs are usually pro photographers already, and have the experience, the ac-cess, and the ‘eye’ to play the role of fashion scout if needed.

EDITORIALTHE VERDICT: Editorial bodies have the biggest audience share, making them ideal platforms for sponsored content, games, and contests that depend on the quantity of consumer-generated content. Because of the volume of participative readers captured by this set, they’re also great for promotions and daily newslet-ters- they’re considered ‘required reading’ because of their level of authority.

The variety of content they are able to publish and customize gives them the greatest potential for multimedia- video, interactive content, multiple online channels.

PERSONAL STYLETHE VERDICT: Influence-wise, this type is the most relatable to readers as the bloggers are able to build a following with each post, each comment, each photo.

Personal Style bloggers are As-pirational but Still Accessible to the public, making them ideal for advertising campaigns and design collaboration projects. Brands can find appropriate style stars or muses to align themselves with so they can tap into existing fanbases.

PEOPLE! by Zara

Garance Dore for Club Monaco

Tory Burch on Refinery29

Clinique with TeenVogue

THE STATUS CHART