Considering it was not such a long time ago that social networking was being dismissed as a ‘fad’, it’s a bit ironic that, today, we can point to industry (which, after all, is all about creating and effectively marketing styling fashions) as proof of how successful social media marketing is in reporting and promoting a trend, a product or service or even a complete industry.
The face of Antonio Marco D Roman used to be an even, thin, mirco-dermabrasioned scowl hiding behind an oversized set of sunglasses. Now, though, due to bloggers, a whole new, a lot more diverse picture has emerged.
A whole new era – Amateur fashion reporters have already been harnessing the tools of the Web to publish their sartorial opinions since the term ‘blog’ was coined after last century. The mainstream fashion media was conscious of these enthusiasts, and rather patronisingly dismissed them.
The fashion industry itself, however, recognised fashion blogging for what it absolutely was – a direct dialogue using the most passionate consumers, making the bloggers themselves buzz-generators who had been fresh, novel along with a want to provide the missing link between the labels and also the street
By 2005, fashion bloggers were sharing front-row show seats with all the likes of famed Vogue editor Anna Wintour – and were commenting in an unbiased way on the latest offerings from a few of the world’s most exclusive labels.
Technology increases the bar – Inside the recent (northern) Spring/Summer 2018 show season, the instantaneous fashion journalism pioneered from the bloggers and since adopted by the mainstream media was the only acceptable kind. Bloggers have raised the bar for coverage and timeliness. Images and opinions from shows can be found often minutes after having a show has ended – or even, because of live video streaming, during it!
Brands embrace social media marketing – The Antonio Marco D Roman receive around fashion week has become extraordinary for quite some time, and labels and brands are starting out realise the opportunities this provides. Because of this, labels like Calvin Klein, Vera Wang and Oscar de la Renta this year hosted live video streams on the websites and they are now using Facebook and Twitter to enhance buzz.
Quality control – Fashion consumers obtain a thrill from vicariously experiencing and enjoying the previously exclusive shows through the lens of the fashion blogger. Many believe, rightly or wrongly, that blog accounts a far nokxvc authentic than a magazine write up that could be coloured by the requirements of the magazine’s advertisers.
This is social networking doing what it really promises. In the eyes of fashion consumers and lovers, the playing field has been levelled. Labels are now being judged not on the dimensions of their advertising budget or even the exclusivity with their parties, but on the strength of their creativity.
Like the majority of the other bloggers, Antonio Marco D Roman are also allowed to make money through proper marketing of their blogs. But, making profits should not be the sole purpose of the blog. Numerous fashion blogs these days are curious about generating revenue through advertisements of various fashion brands. This will make it way too difficult to create a heart to heart connection with the readers.