Vogue attacks fashion bloggers and ends up facing heat from netizens!
The online space is fast rattling the nests of top names and proving that the future is all there. Fashion bloggers are fast catching the fancy of the young generation. They already have became prominent in the leading fashion shows as a celebrity guests. This trend made the marketing teams of leading brands ring the bell of the bloggers. The need to promote their brand and make a shift from print magazines to the vast and affordable online space.
The hornet’s nest:
Style bloggers have been the prominent source of fashion information due to huge relatability. Their huge fan base makes them more prominent source of percolating fashion trends.
Proving that the competition is tough, the Spanish edition of Vogue went with an article criticizing the onslaught of such bloggers. The article blamed the bloggers for their paid to wear trends and ending up looking ridiculous. It is not the end of the matter.
The exclusivity of the Vogue seems under fire from the creative talent of the bloggers. This close minded attitude and attack on the independence of the bloggers got Vogue backlash from the internet users. It seems like the magazine suggests that the young internet sensations are a fad and will not survive the style storm. But is it even true?
The bloggers edge:
- Blogging is an hobby that got the attention of the younger generation since people are able to relate themselves to the bloggers.
- Essentially, blogging is an unpaid and 365 days a year duty. This has little returns in comparison to the human efforts invested in the activity.
- Initially, the blogger is a one man army running the whole blog. He as a stylist, invests in the everyday fashion wear that raises the style quotient. A person with an average income is able to style themselves as a star due to their constant endeavor.
- Even if a brand invests in the blogging platform, the blogger gets to wear just the posing clothes. The average blogger hardly earns huge bucks in return. Hence, for countries like India where fashion blogging is yet to catch the attention of all, blogging is hardly gets huge takers.
- Leveraging of the platform for promotion is not any sort of crime and if the style bloggers earn a few bucks as pocket money is it wrong? .
- The magazines like Vogue give glossy and aspirational goals which are not a routine ingredient in an average fashionista’s list. The budget friendly and street edition version keeps these bloggers running and user friendly.
- The bloggers borrow or hire leading brands and style them in a manner that looks natural and authentic. Their growing prowess in routine as well as high end fashion have made them forerunners in the fashion industry.
- The budding fashion stylists have paucity of the resources which force them to friendly bloggers raises a symbiotic relationship.
The fight for top spot:
The young bloggers and the fashion magazines fight for similar audience albeit in different manner. Each has its own methodology of capturing and retaining customer attention.
The regulatory affairs take a different way for both as well. In UK, every blogger is required to disclose the brand relationship in order to help customer make informed choices but the Same act remains mum on the print magazines!
For traditional fashion magazines the distance between the reader and the writer was extremely challenging question. This lacuna was quickly utilized by the everyday fashionista’s to their advantage. This made the old brand face considerable challenge in its popularity and so called elite fashion took a backseat in the process.
The Democratic space offered by the online media is promoting one and all as brand influencers. This made young people try out the next best thing to grab attention. This doesn’t mean that blogging platform do not have their share of issues. Some leading platforms are using the elite photographers and photoshops to be the next style Havens and perhaps killing creativity in the process.
The commercial success of a blogger raises question on the actual agenda for which the fashion space was launched and sometimes it gets difficult to filter the advertisement from the actual blog.
The traditional established fashion houses that epitomise the high end fashion still prefer to ride with print magazines like Vogue which raise aspirational goals. However for the affordable segment, online realism offers the brand success. It is important to realise that the online space is for all the niches whereas print magazines remain stuck with the traditional method of money making i.e. promoting elitist trends.
The final call:
As a staunch admirer of personal freedom and Democracy, the writer believes that mudslinging wars are not made to last. This Vogue article surely made the magazine an online celebrity for all the wrong reasons and many a young people are bound to get drifted off from the brand. Vogue went from recognising the online talent to criticizing the same in different editions. This is surely not the essence of an established brand. Once you delve closer into both the mediums, it is pretty obvious that both have their own agendas of approaching the customer needs.
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