It goes without saying that the digital landscape and where fashion brands fit into it, is evolving around us. Simultaneously, so are the influencers that are increasingly helping those stories get told and products get seen.
Here are seven predictions from Morgan Kaye, VP of community at Bloglovin’, about what all is happening, and what to expect from some of the biggest names this fashion week season:
Bloggers launching more brands than ever before
As bloggers become even more influential, they evolve as entrepreneurs. Emily Weiss’ Glossier, Julie Sarinana’s Sincerely Jules Clothing Line and Michelle Phan’s ipsy are just a few examples of bloggers who have successfully launched their own brand. We’ll likely see more fashion bloggers announce their own brands and lines at shows and events during this year’s fashion week! For more on this trend, check out Bloglovin’s recent post: 8 girl bosses killing it in the fashion industry.
Big-time bloggers shifting their focus
Many of us have watched bloggers go through personal milestones from brand launches and website redesigns, to engagements and babies. With that said, many of our them are also shifting gears and branching out either to new categories and/or focusing their attention on being lifestyle experts. Lindsey Calla and Hannah Bronfman are just two girls leaving their fashion and lifestyle posts behind to rebrand themselves as fitness experts. This fashion week, we’ll see their expertise called on more than ever before as athleisure continues as a key trend.
Real time content and pulling the curtain back
While precisely planned and staged content still holds worth, the move for real-time/behind-the-scenes content is gaining momentum and receives unprecedented engagement. With the rise of Snapchat and Periscope, our favourite bloggers are lifting the hood to allow their audience to see them in real-time and real life. These platforms will be huge during this fashion week season. As we saw Tommy Hilfiger and Vera Wang embrace its use in September, we can only expect more fashion designers and bloggers to hop on the bandwagon. Behind-the-scenes fashion week content, outtakes, and personal experiences are superseding perfectly planned outfit posts.
Call me an influencer
The debate continues – how do bloggers want to be identified? It seems we have landed on the term “Influencer” for the time being, which is a much broader term than blogger or content creator and that’s why it works. During fashion week season, we’ll see a TON of influencers – such as twins Cailli & Sam Beckerman of Beckerman Blog, Chriselle Lim of The Chriselle Factor and Courtney Trop of Always Judging – in attendance at the hottest shows. As Influencers grow their businesses and grow their audiences on different platforms, it’s important to associate them with a name that can evolve and expand as quickly as this industry itself.
Mid-form content with embedded media
This fashion week, it’s all about words AND images. Bloggers are gearing back toward mid-form and longer form content – even Twitter is getting on board with additional character counts. The key to making their content super engaging is including embedded media. No fashion week post will be complete without a photo, video or gif.
Time for an upgrade
Have you noticed everyone’s shiny new websites? Everyone is stepping up their game this year. Blog formats are a thing of the past and new website designs with a magazine feel are taking over – ultimately raising the bar for new and emerging influencers. Specifically, we love what our friends at Man Repeller and MiniMode have done with their sites. These new layouts coincide with the trend for more diverse content and revenue opportunities such as influencer shops popping up.
Audience is everywhere
Now is a perfect time to get discovered. Never before has there been such a well-rounded variety of platforms to discover content and new influencers. Bloglovin’, Instagram, Snapchat, Pinterest, Vine and YouTube allow people of all demographics to engage digitally and discover new influencers and inspiration. Influencers now find it easier than ever to gain new audiences. This fashion week, we’ll see influencers engage their audiences via a combination of all these platforms. Although these audiences may be fragmented, the ability to reach engaged consumers online is highly accessible.