Chiara Ferragni, known as the Cosmic Blogger, was preparing to attend the Venice Film Festival when she was left at home because of the outbreak
In addition to luxury fashion retail brands, it is the business of fashion bloggers that are seen as key media for link brands and consumers.
In 2019, the fashion blogger has been marketing the business for 10 yearsreached unprecedented globalization andScale, wholebody valuation up to$8 billionBut it's in full swingThe situation came to an abrupt end after the outbreak.
At this time of year, it was the fashion bloggers who attendedeachBrand fashion show and choose, match and so onPreparationBusy times, but with Seoul Fashion Week, Tokyo Fashion Week cancelled, Paris and Milan Fashion Week in July being held online, fashion bloggers who had been traveling through mainstream cities around the world seemed to have not left their cities this year since March, and even going out became rare.
Among them,A fashion blogger with 5.54 million Instagram followersAimee Song was launching Song of Style in New York ahead of Mother's Day last year in partnership with the fashion e-commerce platform RevolveAbout Brooklyn street filming product promotional film, at the same time this year, she didLook back at the latest one at homeA blockbuster shot in Paris.
Chiara Ferragni, known as the Cosmos blogger, has been appealing through her personal Instagram account since the early days of the outbreak not to go out or wear a mask, and to share her and her family's daily routine and food through "Stories." This time last year, she was preparing to attend the Venice Film Festival, trying on a high-end dress designed by Dior creative director Maria Grazia Chiuri. So far, she has 20 million followers on her Instagram account.
With the outbreak, the content produced by fashion bloggers is quietly changing
Uniquely, beauty blogger Jill Lansky, who has nearly 120,000 followers on Instagram, was flying to Seoul, South Korea, last May for a first-class flight sponsored by Amore Pacific, one of the world's largest beauty groups.She was wearing a leopard print oversized dress by Ganni, an Alexander Wang purse and Nike Air Force 1 Sage Low sneakers.
On May 1 this year, 32-year-old Jill Lansky posted a video on her Instagram account with the caption, "How to Look Chic at Home," saying she had received many requests from fans to share her home clothes because people couldn't go out during the outbreak.Other fans are in the thousands to tens of thousandsNano.Type.Fashion bloggers use Instagram's "Stories" to boost overall exposure by mentioning their likes to each other, using the outbreak to attract more fans and increase their influence.Anne Fan, a Chinese fashion blogger who signed up to New York brokerage TheSociety Management, told WeChat public number LADYMAX in early February that New York Fashion Week had been confirmed as unable to attend, which would certainly be a loss, as would more domestic fashion bloggers. But as things got better in China, she has reappeared on the streets of Shanghai to take fashion photos.
Domestic fashion bloggers such as Rebekah, late媸-night hair and Ms. Xu have been shifting their focus to video content since last year, and the content released during the outbreak is also dominated by home scenes. whichRebekah WeChat Public's promotion business does not appear to have been much affected, and its personal clothing brand, Rebekah's World of Hesitation, has now returned to normal.
According to a survey, 52% of fashion bloggers plan to create more video content in the future
It has been pointed out thatAs the outbreak continues, the content produced by fashion bloggers is quietly changing, and in the face of this very special period, anti-epidemic items such as masks, sanitized wipes and lifestyle content during the outbreak seem to attract more fan attention than cashmere sweaters and Dior handbags worth $300. According to ListenFirst, an authoritative data analytics firm, social media users are increasingly concerned about luxury brands producing masks and donations.According to a new survey by Influence Central, fan engagement in fashion blogger posts has soared in the past two months, as people have spent more time on online platforms such as social media after being unable to go out, and they want to get information about the outbreak from influential bloggers.Includes how to exercise at home and skin care etc.As a result, Toronto lifestyle blogger Shannae Ingleton Smith revealed that her mailbox had not received a new request for a collaboration since early March, after most of the previously negotiated collaborations were suspended or cancelled. Shannae Ingleton Smith initially estimated that she had lost at least 30 percent of her income as a result of the outbreak.Fashion bloggers like her, who have about 55,000 followers, typically earn nearly $200,000 a year from brand partners.Milad Sahafzadeh, president of Imagemotion, which develops marketing plans for brands such as L'Oreal, YSL and Zara, points out thatThe luxury industry has changed dramatically, with most luxury brands hit hard by a sharp drop in Chinese tourists from North America and Europe, who account for 70 per cent of luxury purchases, and the first step in cutting spending in an uncertain retail environment is to reduce advertising to fashion bloggers.Be aware that brand sponsorship is one of the main sources of revenue for fashion bloggers, who received between $5,000 and $25,000 for a brand promotion on Instagram in 2016, five times the market price a year and a half ago, and can get a share if consumers buy from the links they share. Instagram estimates that impact marketing will generate about $1.7 billion in revenue in 2019.Jean-Paul Agon, chief executive of L'Oreal, the world's largest beauty retail group, said on a post-earnings conference call, "When stores close, it doesn't make sense to advertise products that consumers can't buy, so there's no doubt that we're going to cut those spending in the short term." "He also revealed that the future of the Group's marketing activities will focus on meeting the current trend of home beauty consumption.Procter and Gamble Group, which owns Japanese skincare brand SK-II, said the outbreak would have little impact and would continue to increase marketing spending. The group is the world's largest consumer goods maker and the largest advertising spender, with revenues of $67.6 billion last year and $24.1 billion in marketing.Unilever, another consumer goods giant, has also said it will maintain its advertising spending, but wants to spend less. In recent years, Unilever has been cautious about working with fashion bloggers, with a statement saying it would never work with fan-buying networks, and that high-traffic fashion bloggers had been experiencing a "crisis of confidence" long before the outbreak.On closer inspection, it's not hard to see that over the past two years young people have grown weary of the highly homogenized content of fashion bloggers. Happy Place, the much-publicising Instagram museum in Los Angeles, was unexpectedly snubbed while touring Boston in 2017. Brightly coloured walls, delicate latte coffee and ata fruit toast, and the pink things that millennials love most, these previously popular Instagram-style photos are no longer popular with the younger generation, but are replaced by authentic, unretouched, even rough ones. This suggests that the preferences of young users on social networks are shifting towards a more authentic style. A growing number of bloggers are giving up SLR photos and computer-refined photos, using original images taken on their phones to share the "empty bottle" experience and share their daily lives on social media, making them look more approachable.Big-money bloggers, once rising with beautiful photos, are losing credibility with their fans for their lack of authenticity.Catalyzed by the outbreak, the fashion blogger's business is undoubtedly facing a new round of reshuffle. Some industry sources pointed out that as home life becomes mainstream, foreign fashion bloggers in luxury and fashion brands may be reduced in cooperation, replaced by health food, sportswear, skin care brands in the invitation. This means fashion bloggers have to start focusing on other sources of revenue, such as subscriptions to YouTube channels and share of advertising revenue.It's important to be aware that the division of video platforms like YouTube is directly linked to view, and travel restrictions make life scenes for fashion bloggers single, and content will be key to attracting fans' attention. According to a survey, 52% of fashion bloggers plan to create more video content in the future.Jeffrey Star, a Los Angeles beauty blogger with 18.1 million followers on YouTube, released three videos in the past month, earning between $720.9 million and $2.2315 million for the month to May 11, according to Influencer.By contrast, Tati, a beauty blogger with 9.55 million followers, has had a decline in YouTube's influence, with an average of just 840,000 views despite seven videos she has posted in the past month, and only $112,000 to $346,700 for the YouTube advertising network in a single month.The lifestyle Chinese mainland blogger Li Zixuan's YouTube followers passed the 10.2 million mark at the end of April, and she has released only two videos in the past month, while the YouTube advertising network has earned between 3,045.9 million yuan and 6,116.9 million yuan in a single month.Thanks to this, the domestic shoe group, the investor behind Mr. Li, recorded 12 consecutive gains and stops in two weeks on Saturday, rising more than 200 percent in a month and doubling its market value to 17 billion yuan, a rarity in the industry. Saturday's largest shareholder invested 21.53 percent of Guangzhou Shishi, while Guangzhou Shishi owned 5.66 percent of Micron Technology and Micron Technology held a 51 percent stake in Sichuan Ziyi Culture Communication Co., Ltd., according to Tianyi.Given that the shift of consumer life scenes to the digital side has become a mainstream trend, Chinese fashion bloggers are also moving closer to e-commerce live, trying to share the same cake with head anchors such as Li Jiaxuan and Via.Sources said that late-night 媸 Mr. Xu has signed up e-commerce anchor Via's company to start testing waterLive tapeGoods, the sale of products to beauty, skin care-based. A social e-commerce company that brings together many domestic fashion bloggersLittle Red Book also opened a live sales section this year.In the final analysis, net red economy is based on the relationship between bloggers and fans as the core business model, has now formed a more mature industrial chain, as long as the brand has publicity needs, consumers have content needs, will continue to move forward, especially after the start of the 5G era,Fashion bloggers will have more choices in terms of presentation patterns and platforms for content, and emerging bloggers will have new breakthroughs.In the face of increasingly complex platform rules and forms of cooperation, the need for intra-industry communication is becoming more and more urgent, how to achieve win-win situation is an unchanged challenge. In the face of increasingly picky consumers, brands and fashion bloggers are on the same starting line.
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