journal of digital research & publishing - The Sydney eScholarship ...

1 P M J O U R N A L O F D I G I T A L R ESEARCH & P UBLISHING
a long strict apprenticeship and slowly built their reputation, Allen (2010) believes the
development of Internet has result in lowering of the entry level to publishing opinions on
any subject to the public. He also point out that it is also the informal but emotional writing
and the conversational nature of blog that attractive to readers. Blog is more of an online
diary for bloggers, for fashion bloggers, they shares not only fashion opinion but personal
feelings as well, fashion bloggers such as StyleBubble’s Susie Lau are also share their
shopping experiences and favourite shops around their local area. As Allen (2010) stated
in his article, “blogging connects with people on a very personal and emotional level”. The
informal and conversational writing style of fashion blog has made the communication
personal; readers or information receivers communicate using their personal computers
or mobile phone. According to Allen, “the combination of these two elements makes
this ‘broadcast’ voice connect on an emotional level”, this emotion­involved connection
between blogger and reader “transforms the communication into an active relationship”.
Time effectiveness plays an important role in news media, blog dose have an advantage
in time effectiveness. Normally, it takes weeks or even month of prepare before a fashion
magazine to be published. The process involves copy edited, photo shoot, design and set
type and lot of other process. With the Internet, blogging is more convenient compare to
magazine publishing, recreantly, in the Dolce & Gabbana spring/summer 2010 runway,
well known fashion bloggers were invited to the front row, computers were provide for
them, in that case, few minute after the runway, looks of the brand’s new trend is posted
freshly online. The designer would receive feedback or reactions from reader (also fashion
consumer) though those fashion bloggers in a very short time.
New marketing tool
Simon (1977) mentioned one of the immutable rules for business management is “every
company must make decisions that reduce risk”. He explained that companies rely on
suitable plan that provides valuable information of the changing dynamic customer and
business environments. Forecasts are one effective way of receiving valuable knowledge,
especially information of consumers. According to Hamm (2006), “shortening forecasting
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in weeks, not months is the key survival in the dynamic multichannel world”. Rickman
explains forecasting is “prediction of the how, why and motivation that drive customers to
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