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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 595#%*S& *'766$",& *+$D6*& $"& 8%03"8S& 3"8& 4"%]6("$",& 97(>& 570'3"9& 67& 8%#$I%>& 67& 03>H%6& in weeks, not months is the key survival in the dynamic multichannel world”. Rickman explains forecasting is “prediction of the how, why and motivation that drive customers to 156
1 P M J O U R N A L O F D I G I T A L R ESEARCH & P UBLISHING behave, shop and buy”. Other then a “pipeline” of fashion knowledge, fashion blogs is also an effective medium for fashion forecast. Fashions blogs can be used as research tool for brands, companies and designers can receive valuable feedbacks of their product before 6+%&4"3#&8%*$,"&7D&6+36&'>78(56&$*&570'#%6%8&.V;;r1M&&23*+$7"*&)#7,,%>*&*(5+&3*&A(*$%&J3(& was invited to designers’ show room constantly, and write reviews in her blog StyleBubble. com, with a daily view of 10,000 people, designers can receive feedbacks of consumers though Susie in a short time. Some large company have their own blog, according to the Economist reveals, 80% customers of Ford in America research their possible purchase online before they arrive at the showroom (2005). The director of new media at GM and the responsible person of the company’s blog operation, Michael Wiley point out that “in 3&6$0%&G+%"&$6&$*&6>38$6$7"3##9&8$D45(#6&D7>&3&570'3"9&67&+3I%&3&"7>03#&57"I%>*36$7"&G$6+& stakeholders, blog have made it possible to have a direct line with the general public” (2005). For large companies, blog is a direct medium where they can receive valuable knowledge of their consumers, and that information is quality to be used for their business planning. International brand like American Apparel has bought advertising space in several popular fashion blogs, such as Garance Doré, The Sartorialist and Fashiontoast. Q35+&7"%&7D&6+%&)#7,&+3*&I$%G%>*&('&67&E;S;;;&83$#9S&6+$*&$*&07>%&)%"%46&6+%"&+3I$",&3& billboard advertisement. For small companies, individual fashion blogs are more convenient; it is a cheap and quick marketing research tool. Small companies and designers normally have fewer funds for advertising. As mentioned above, the nature blog is it provides links that leads readers to other blogs. Currently, local designers are having link at popular fashion blogs, or have their name and brand name hyperlinked when bloggers mention them. In that case, based on the large number of views of those popular fashion blogs, it would known by consumers and will link consumers to the designer’s webpage or their own blogs. Susie Lau has recently posted a article about the Melbourne based designers Clea and Nathan and their brand “Limedrop”, while mentioned the brand in her blog, Susie made the name of the brand hyperlink so readers of her blog can easily check out the Australian local design. Processional fashion blogger With the unstoppable rising popularity of blogs, and wile blogging become one effective marketing tool, blogger has become a new born occupation. According to the 2009 157
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