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Top ranking fashion blogs and their role in the current fashion industry

机译：顶级时尚博客及其在当前时尚行业中的作用

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Within the last decade, fashion has become more of a global industry catering to complex and transnational customers of diverse lifestyles, religions, and cultures which makes the recognition and identification with particular customers more complex. Simultaneously the radical change in communication allows users to participate, follow and discuss any trends and fashion news easily for any collection and purchase them online. In particular, the blogosphere has become a prime arena within which fashion consumers reside online, bringing to question who and what are the influencers within these new digital and cultural spaces in the fashion industry. Blogging in general is considered as a new form of online journalism, enjoying great attention of users, based on a personal and interactive approach, versus the standardized treatment through mainstream media. Fashion blogs are perceived as a street of fashion, as a source of authenticity and a display of the actual use of fashion by the general public. However, fashion bloggers are looked upon skeptically by the fashion industry as they may not have the proper expertise guaranteeing quality and credible reporting. This new cultural sphere continues to be resisted by established and well-known fashion brands and designers who do not incorporate them into their corporate communication. This is not to say that fashion bloggers are not influential; in fact, these amateur-experts have proven an impressive capacity to build up a wide audience following, and have even influenced mainstream media and the fashion industry. While we are aware of these trends, few studies have shed light on the nature and characteristic of this new cultural and online domain of the fashion industry. Thereby, this paper focuses on some of the most effective blogs and bloggers, delving into who they are, what kinds of strategies do they employ to attract a wide audience and what are the range of characteristics that make an effective blog. The aim of this paper is to enhance the understanding of this new cultural realm, especially in three avenues: identity of bloggers, the culture of space of their blogs, and their actual or possible use as a tool of fashion marketing and brand management.
机译：在过去的十年中，时尚已逐渐成为一个全球性行业，可满足各种生活方式，宗教和文化的复杂和跨国客户的需求，这使得对特定客户的识别和识别更加复杂。同时，通讯方式的巨大变化使用户可以轻松地参与，关注和讨论任何趋势和时尚新闻，以便进行任何收藏并在线购买。尤其是，博客圈已经成为时尚消费者在线居住的主要场所，这使人们质疑时尚界中这些新的数字和文化空间中的影响者和影响者。总体而言，博客被视为一种新的在线新闻形式，与通过主流媒体进行的标准化处理相比，基于个人和交互方式，它引起了用户的极大关注。时尚博客被视为时尚之路，是真实性的来源，也是公众对时尚实际使用方式的展示。但是，时尚博客作者对时装博客持怀疑态度，因为他们可能没有适当的专业知识来保证质量和可信的报告。这个新的文化领域继续受到成熟的知名时装品牌和设计师的抵制，他们没有将它们纳入公司的传播中。这并不是说时尚博客没有影响力;实际上，这些业余专家已被证明具有令人印象深刻的能力，可以吸引广泛的听众，甚至影响了主流媒体和时装行业。尽管我们意识到了这些趋势，但很少有研究能够揭示时尚界这种新的文化和在线领域的性质和特征。因此，本文重点关注一些最有效的博客和博客作者，研究他们是谁，他们采用何种策略来吸引广泛的受众，以及形成有效博客的特征范围是什么。本文的目的是增强对这一新文化领域的理解，尤其是在以下三种途径中：博客作者的身份，博客博客的空间文化以及它们实际或可能用作时尚营销和品牌管理的工具。

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