Social Media & Influencers Impact On The Fashion Industry 1 | Page 17

Fashion
influencers
are
quickly becoming a major force
in the industry which has
been impacted by the growth
of social media. Influencers
are people such as bloggers,
artists, celebrities etc. A
blogger are consumers who
establish themselves as social
media network personalities
with a considerable number
of followers whose choices
they are able to influence.
[Mintel, 2016] Despite the
reputation that bloggers get
with their “over-Photoshopped
Instagram posts by wannabe
models with heads full of hot
air,” [Sherman, 2015] they
have had a positive impact
for recognising the groups of
women that have been ignored
in the past. Reports show
that 31 percent of its top
100 influencers are Asian,
Hispanic or black. Fashion
bloggers are fast becoming
regulars in the front row
of fashion shows; a sign
that fashion designers are
beginning to acknowledge the
power that these bloggers
wield [Schaer, 2011]. For
many bloggers, what was a
hobby and begun with posting
personal photos with a minimal
following, they have gained
a following in the millions
which has made the industry
realise that the “influence
of fashion bloggers take
on many roles; including
advertiser,
promoter
and
stylist — not just editorial”
[Gibbon, 2011]

Figure 7