‘Influence’ is a word much-used in the world of fashion blogging. Bloggers with large audience, high visitor stats and big social followings are ‘influential’. Bloggers on the front row at Fashion Week are there because of their ‘influence’. Those bloggers flown around the world courtesy of a brand’s marketing budget are ‘influencing’ someone.
But what does all this ‘influence’ actually mean? Do the big bloggers influence us to follow a brand on Twitter, to think more positively about the brands they promote, or to actually make a purchase based on a recommendation?
Dress, ASOS | Striped tee, H&M | Cardigan, Topshop via charity shop | Brogues, Somerset by Alice Temperley c/o John Lewis | Necklace, Primark | Ring, H&M | Glasses, Orla Kiely | Lipstick, Topshop’s Rio Rio
I bought this dress after seeing it on Lily. It’s not a dress I’d buy during a general shopping spree or internet browse – the shape isn’t one I’d usually go for, as big boobs and high necklines aren’t usually best of friends – but I loved it so much on Lily, I thought I’d try it for myself. And I’m very happy with my purchase.
The transition from ‘blog reader’ to ‘online purchaser’ is over in a matter of clicks. I’ve succumbed to the lure of internet shopping via blogs many times – as well as Lily, Kate, Lily Pebbles and Kristabel have all pushed me to purchase. The jump from reader to shopper is so simple, it’s easy to see where that ‘influencer’ tag comes from.
For me, the big bloggers – like The Blonde Salad, Susie Bubble and The Man Repeller – are Brand Influential. They reposition luxury labels in a way that makes them more accessible, boosting recognition and visibility. Seeing The Glamourai wearing Isabel Marant booties may encourage me to add them to my mental wishlist, but I won’t drop £500+ on shoes just because a blogger wore them. On the other hand, blogs like Wish Wish Wish and Jazzabelle’s Diary introduce me to brands and products I wouldn’t necessarily pick out myself, but at £20-50 a pop I can afford to give them a go. From my purse-point, these more budget-focused blogs are Purchase Influential.
What do you think – have you ever bought something after seeing it on a blog? Which bloggers have you reaching for your Visa? And what do you think of blogging ‘influence’?
