Do Fashion Bloggers Influence Consumers?

by Heather

Before you read any further in this post, I have to mention that I created it on a brand new laptop: a MacBook Air. Picked it up this afternoon from the Apple store at Scottsdale Quarter and I'm already in love with it. Faster than a speeding bullet and lighter than... well, it weighs less than 3 pounds and fits neatly into my Michael Kors Hamilton handbags. Once I retired from education, I had to give all my computer toys back which meant that hubby and I have been sharing his laptop for the past three weeks. That didn't work well, so this little baby is a present from him so he can have his own computer back. Thanks, hon. And no, you can't borrow this one 'cause it's cooler than your old one.

MacBook Air - 13" screen

Ann, Sheila and I were asked to present at a local fashion conference last week for Arizona fashion teachers. This was a three-day conference held at Scottsdale Fashion Square and our objective was to show how bloggers influence the fashion industry.  We're still pretty new at this blogging game (our first post was last November) but, as current bloggers (all of us), former educators (all), rabid shoppers/consumers (well, I'm rabid; Ann and Sheila are a little more controlled), we were up for doing this. Sheila was just getting home from her trip to Scotland, so Ann and I did the presentation.


What do you wear when you're presenting at a conference about fashion? I wanted an outfit that was somewhat casual but not too casual; on trend but not too trendy. And I didn't want to buy anything new (did I really say that??). The problem is that I'm transitioning from a working wardrobe (albeit a somewhat casual working wardrobe since I was a teacher) and I don't really know what I'll be wanting to wear as a retired person. Anyway, nothing new was my order to myself, so I shopped my closet. I found what I was looking for -- the jacket and pants hadn't been worn yet (I had been waiting for just the right occasion to wear them and here it was) and I had the appropriate accessories to go with those two pieces.

Chico's Black Label lace motorcycle jacket; Chico's pants; Kiss Me Kate (local shop at Gainey Village) orange and gold tank

Michael Kors wedges and purse

Michael Kors watch; Alexis Bittar bangles; Juicy Couture bracelet; BCBG ring

Michael Kors sunglasses

I love to create PowerPoints (visuals always help) and I did some research that uncovered several interesting facts about blogs and their influence on consumer buying. I already knew that a lot of my purchasing decisions in the past year or so have been heavily influenced by what I see on other blogs, but I was surprised to find that the latest statistics from the 2013 Technorati Digital Report show blogs are third only behind retail and brand sites in influencing consumer online buying decisions.

That's Ann doing her part of the presentation -- she's the local expert when it comes to CTE teachers incorporating Common Core Standards into CTE curriculum.

Our recommendation to the high school and college fashion teachers was to have their students create a classroom fashion blog which would give the students great practical experience with both the fashion industry and writing. From my experience, if students know that their "writing" will be published to a wider audience than just their teacher, they take it more seriously. I can only imagine the fun that students would have if classes around the world did something like this. They could be doing comparisons of global street-style fashion trends and perhaps gaining a better understanding of the world around them, learning such things as we're dressing for 115 degree F weather here in Phoenix while it's snowing in New Zealand and they're into their winter wardrobes, or that rain boots and umbrellas are a practical purchase right now in Minnesota (hey, Gillian and Jock, is the power back on in your homes in Minneapolis?).

We were given lovely plaques at the end of our presentation -- a first for us as bloggers!

What  purchasing decision have you made recently that was influenced by a fellow blogger? My last one was buying the J Crew-inspired flower necklaces from Brina Box -- a happy purchase from a site that I wouldn't have known about if it wasn't for a fellow fashion blogger. We do influence consumer buying and the fashion industry is beginning to take notice!

Have a wonderful week! I'm heading outside to look at the Super Moon as it's rising from behind the McDowell Mountains.

Love,
Heather