#1710 Where have all the bloggers gone?

Photo: Bryan Boy

Bloggers, in their various forms, have been fashion’s biggest buzz-makers over the past couple of years. Last season, the numbers seemed to explode. You couldn’t turn around without bumping into a living, breathing dot com. This season, besides the regulars (Tommy Ton, Scott Schuman and Bryan Boy), they vanished. Even some of the famous ones were gone – Yvan Rodic, Garance Dore, Jean Paul Paula and Phil Oh were all absent, not to mention the myriad of upstarts who once clamoured to get in the doors.

The truth is, financing a trip to the shows is expensive and often loss-making. And despite all of the column inches devoted to bloggers, most big brands still have little interest in extending invitations to independent online media. Besides a few of the more progressive houses – Burberry, Raf Simons, Gucci and Lanvin spring to mind – the reason I manage to score standing room tickets is through my affiliation to the New Zealand Herald, not because of Isaac Likes.

The media loves itself a splashy story, but regardless of how many articles are written about the rise of the blogger and the decline of print, the proof is in the pudding. Those editors who sit front row, season after season, are still sitting front row (with their chauffeur-driven town cars waiting outside), while many bloggers are still struggling to get in the room.

Which begs the questions: Besides those few power-players, are bloggers not the all-important individuals we once thought they would be? Has anything really changed? Or was this just an off season?


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  1. isaaclikes says

    Perhaps I should have made this point above, but I obviously understand that top magazine editors have worked years, even decades to get to where they are, and I don’t think for a second that they should be replaced willy nilly by bloggers.

    What I’m saying is that I’m surprised by – what appears to be from my observations at least – a declining number in bloggers present at these events.

  2. sand says

    definitely thing the dust needed to settle- quality bloogers will surely still retain a place in the long run. like you say- not much $ to finance these expiditions blogging. why?- maybe because very little big time advertising revenue, maybe these big brands don’t see blogs targeting their demographic? blogs definitely can be as informed and constructive as print media- but are their readers the middle age/ babyboom generation that actually buys the clothes?

  3. says

    I can definitely appreciate your stance as well because I can only imagine how expensive it is. I’m definitely looking to see how blogging is embraced by a lot of the larger brands and I guess it’s just one of those things that will have to be proven over time.

  4. Lois Farrow says

    I agree with you, R, that many bloggers out there don’t write anything worth reading. However I think that the bloggers that have been making it to shows and getting headlines are good writers and good critics (well, MOST of those bloggers anyway).
    Surprisingly rarely do fashion magazines extend show reviews past a few dozen photos and shallow comments on trends – in great contrast to the emerging blogging talent that take time to write detailed, considered reviews of new collections.

  5. says

    What an interesting post. Coming from Perth, the attitude towards bloggers has never been very forward, but I always assumed that was due to the general lack of fashion culture. Designers and media personalities who start out in Perth almost always have to relocate to another sate or overseas to make a name for themselves.
    I think Bloggers will always be the backbencher of the media industry simply because of the medium we use: it is inexpensive to produce, it is often hurried in order to stay up to date (we are criticised for not having depth in our posts) and anyone can start a blog.
    I hope that one day the hard-working and dedicated bloggers will be treated with a little more respect within the fashion industry, though I’m not confident that day will ever come for little more than a handful of bloggers who are in a position to finance themselves.


  6. Mr Goodwill Hunting says

    New to your blog. I will say bloggers are all around. In the interior design world print knows that bloggers can make or break a trend. For fashion it seems to be what celebs are wearing. I think they focus on celebs to push their ideals over bloggers.

    It will soon change.

    Mr. Goodwill Hunting

  7. says

    The one thing I think we need to remember is that those editors, who are staples on the front row, spent years building up rapport, so bloggers are going to have to do the same. Yes, blogging is the way to the future but we’re talking about companies who’ve relied on editors for editorial coverage.

    I won’t count bloggers out, I’d just say they have to pay their dues like everyone else.

  8. says

    I’m inclined to agree with Nicole here. It’s not that I don’t think bloggers aren’t important, or haven’t made a huge impact on the fashion industry – it’s that they simply haven’t proven their worth yet to investors. It will be interesting to see how fashion bloggers develop in the industry over time!

  9. R says

    Catherine and Nicole Miles have both made very valid points.

    Maybe it’s because they, the fashion industry and print media, have realized that what 99% of bloggers write is uninformed, under-researched, inconsequential trite and they’re, understandably, not willing to fund it.

    What’s the underlying thread? The ‘Blog-mentality’. Ultimately, that’s why you’re seeing less bloggers front row.

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