New celebrity bloggers make sales impact

FashionUnited has previously featured stories on the latest blogger craze whether it be now famed figures reporting on shows, trends or street style photographers catching shots of industry figures and savvy sartorial creations.

Names like Tavi, Scott Schuman of The Sartorialist, BryanBoy have all become just as boldfaced as leading glossy editors in the changing fashion landscape. However, now a new breed of online tastemakers, are emerging who are overtaking celebrities in their power to sell fashion through endorsement.

So now these hot bloggers such as SheFinds.com, RedCarpetFashionAwards.com and IntheirCloset.com are becoming go-to’s for celebrity magazines and weeklies, who are taking their cues from them re style direction and retailers alike. And, beyond this, stimulating growth in retail sales figures through featuring products.

This shift across the blogosphere is also seeing new blog sites such as WhoWhatWear charting celebrity fashion and providing links to retailers alike, and where it originally started as a solo act, now these new blogs are being bought by media companies as digital platforms. Katharine Power, founder of the WhoWhatWear site, remarks, “we direct millions of dollars of revenue to retailers.”

Navaz Batliwalla, behind DisneyRollergirl.net says, “Etailers are now more aware of the power that popular ‘tastemaker’ bloggers have to shift product by linking directly to merchandise.” And now, similarly to magazine websites, top independent bloggers are often carrying advertising from global brands alongside affiliate partnerships with retailers such as Net a porter and Farfetch.com.

Image: redcarpet-fashionawards.com