In the search for authenticity and individuality, fashion is an important means of expressing “one’s own personality”.To stand out from the mainstream of standard fashion trends and fashion providers, fashion bloggers have been all the rage since the 2010s.The fashion bloggers are mostly women who individually report, post or upload haul videos about fashion, beauty and lifestyle (travel and food) on their own homepages and in the social media. These bloggers offer a means of projection to women (who are unsure about fashion) and become well-known role models and guides through interaction with their followers. Above all else they provide orientation in an “anything goes” of styles.

The wish for new inspirations and the promise of authentic individualization are what drive people interested in fashion and lifestyle to read blogs or online fashion blog magazines.

The topic of digital inspiration also occupies all providers of fashion and lifestyle articles. Fashion brands and fashion retailers frequently build on bloggers who they present on their channels or even directly support.

The brands need the bloggers for their trend and street credibility. Conversely, the bloggers also need the brands when they want to make their hobby into a profession. The successful blogs like e.g. theblondesalad.com have hence become (multimillion) brands themselves.

The drawback of the blogger trend is that the clarity of orientation decreases with the increase of bloggers. All sorts of women operate a blog. But who really knows all about the trends and is close to them? Who really does have a totally individual look?

It was thus only a matter of time before a platform of 30 popular bloggers formed in the market. Blogwalk.de is financed and promoted by RTL Interactive and refinanced by e-commerce and premium advertising.

Blogwalk promises the visitors to accompany the bloggers on a trip to the coolest trends and the best designers, “ in the coolest, most creative and wildest way”.
Every visitor can select one or several blog walkers who can then also be followed via social media.

Moving on Blogwalk is like being there live. How boring must a few photos of trends accompanied by minimal editorial stories hidden on many providers’ websites seem by comparison?

Blogwalk is officially “just” a digital fashion magazine but with an observable impact on online fashion retail. That’s because the much sought-after inspiration today is now found bundled on Blogwalk among other sites and the given links used to selectively purchase or repurchase products. In other words, the provider or retail platform is increasingly becoming secondary which, in turn, means it will become more and more difficult for them to retain the customer’s loyalty in the long term.

At concept m we have looked into the challenges of new inspirational fashion marketing for which Blogwalk is a shining example. If you would like to find out more, please contact: veronica.ebenfeld@test.local or dirk.ziems@test.local