In marketing we hear about the importance of selling our brand, probably more times than any of us can recall but, we don't necessarily hear about the importance of selling our story. Your story is part of your brand. Where you come from. How you got to where you are. Where you are going. Why you want to be there. Telling your story gives your brand value and helps consumers understand who you are. Humans are wired for connection and knowing you, gives consumers a way to connect to your brand.
This blog may be focused on fashion but, the importance of selling your story as part of your brand is fitting for any blog or company. For fashion bloggers, moving beyond the clothes to show who you are and what you stand for will make a world of difference when it comes to your support.
If you stop and think about some of your favorite brands, you may realize that there is a cause behind what they do. They share their products but they do so in a way that shares what they stand for. Look at TOMS shoes, the company gives one pair of shoes to someone in need for every pair sold. Warby Parker has adopted a similar concept, with the donation of one pair of eyeglasses for every pair sold. A personal favorite for me is FEED, founded by Lauren Bush, a handbag company that donates proceeds to feed children in need.
Think about your story. Figure out what makes you tick, where you struggle, what sets you apart, what you stand for. Find a way to put those things together and share your story.
Fall is probably my favorite season when it comes to fashion. I love the plaid, sweaters, and boots that make their way into all of our closets this time of year. If you've been flipping through fashion magazines (Elle anyone?) or scrolling through Pinterest then you have most likely seen articles and pictures of fall trends for this year. I want to share a few of the essential pieces that I have seen so far this season.
The first thing we have to talk about is faux fur. Whether you choose a faux fur vest or jacket, you can throw on some jeans and booties and be good to go. If you recall back to New York Fashion Week in February, fur was named one of the biggest trends for this season.
Just like every year, we are seeing plaid all over the place. I always end up at American Eagle when looking for plaid shirts. AE is a great option for me because they have different styles of button downs, a variety of colors, and affordable prices.
Shift dresses are an absolute must have for any season in my opinion. The classic silhouette looks great on everyone and they are so versatile and easy. I love the fact that I can dress them up and wear them to work or dress them down to go out to dinner with friends.
Ankle booties. Need I say more? They are by far the most popular style of shoe right now and everywhere I turn, I see them. Ankle booties are easy to style and go with just about anything. I love the simplicity and style and I hope they're here to stay!
Last but not least is my personal favorite trend for this season...high-waisted, flare jeans. Not only does the high-waisted aspect help elongate your legs but you can add heels which will make you look even taller. I secretly love the '70s and was so excited to see flare jeans back in stores!
I would love to hear what items you're loving this season- make sure to leave a comment and let me know what your essentials are!
Remember that post from a few days ago talking about the influence fashion bloggers have on consumers? Their influence on consumers impacts brands as well. Take a look at NYFW (every fashion lover's favorite time of year!) and you may see some familiar "social media queen" faces. One in particular for me is Leaf Greener. Leaf, whose Chinese name is Ye Zi, has almost 100,000 followers on Instagram where she regularly shares fashion related content. Leaf, a former fashion editor for Elle China, has recently stepped out to become a fashion consultant and stylist on her own.
Not only are Leaf's Instagram fans interested in what she's doing and what she's wearing, but designers are becoming interested as well. Leaf spent the week with some of Fashion Week's favorite people, including some of the beauty world's top ladies at Leonard Lauder's penthouse cocktail party. Rosie Assoulin, an upcoming designer and now friend of Leaf, expressed excitement to have Leaf in New York for Fashion Week. Leaf was seen out for lunch in a bright yellow pantsuit that looked like it came straight out of Assoulin's Spring/Summer Collection and by that evening she was seen in a gorgeous evening gown.
What does all of this mean? Consumers and brands are paying attention. Designers are starting to take note of the influence that social media stars and fashion bloggers have on consumers. Let Leaf Greener's time at NYFW show you that brands and designers are paying attention to the same people you are. Fashion bloggers are becoming a big source of inspiration for consumers and with this shift, designers are shifting their focus as well.
Take a look at your Instagram feed and think about what you see. Chances are the people you follow correspond with a certain theme. For me, that theme is fashion. I find myself scrolling past OOTD photos, shoes, handbags and etc. every time I check my Instagram. When I need some inspiration, I turn to Instagram and Pinterest, as well as a few of my favorite fashion blogs.
In a society that is more social than ever before, bloggers or vloggers (video bloggers) have the power to change the way consumers view brands and products. The influence of bloggers can be overwhelming and the result of their influence can be negative or positive.
Think about when a new restaurant comes to town...what you hear plays a huge role in what you think. When you hear that someone had a negative experience, chances are you may expect to have a similar experience, if and when you visit the location. Fashion blogs are no different and it does not stop with the original poster. From what I have seen, once a blogger shares their negative experience, comments start to pour in from consumers who have had similar experiences. I have seen several YouTube videos from popular vloggers about their negative experiences; when I scrolled through the comments section to read what other viewers had to say, it was never good.
That said, bloggers are also boosting sales for some companies simply by wearing their products. Some readers/viewers are so into what a blogger is loving that they will buy everything the blogger uses. I personally try not to buy everything that my favorite bloggers talk about but sometimes it is too hard to resist the urge (I'm talking to you TiffanyD!) Would you like to take a guess on how long I waited for a necklace to come back in stock after I saw Tiffany wearing it in several videos? Five months, five long months.
We are so easily influenced by the experiences of others and when we are constantly reading blogs or watching videos, we come to trust the person on the other side of the computer. Once we trust them, we rely on them for advice and inspiration. Brands have to see the influence that fashion bloggers have on consumers. Bloggers turn their social media accounts into a way to spread their message about companies or products and they send these messages out to what is likely your brand's target audience.
Why do we listen? They are one of us. Sure, we all love to hear what beauty products Jennifer Aniston is using (you can read a list of her beauty secrets here) but in reality, we do not all have our own personal glam squad to get us ready and dressed in the morning. Bloggers show us how to use certain products and what to wear with those cute booties that are in style this fall. Bloggers make it personal and real and that is why they have become such popular marketers.
Hi friends! I'm Cally, an Arkansas native living in Nashville, TN. Here's a look inside my life, posts about products I love and probably a few too many Friends quotes!