Argumentative essay based on network bloggers

Business empire extending from fashion bloggers

It is said that beauty is productivity, which is well proved by Italian fashion blogger Chiara Ferragni. Chiara Ferragni has successfully built herself into an influential personal brand in the fashion circle through the blog that originally showed her beauty, and this personal influence will continue to extend.

Italian beauty Chiara Ferragni is a fashion blogger. Her daily life is to dress herself up beautifully, go to the streets with all kinds of concave shapes and street shots, and then send photos to The blog The blog The blog The blonde salad. For many women, dressing up is a matter of "burning money", but Chiara Ferragni has turned it into a job with an annual income of 8 million US dollars, and the territory of this business empire extending from her is still expanding.

Since the personal blog "Blonde Salad" was founded in 2009, Chiara Ferragni and her team TBS Crew have successfully built Chiara Ferragni into a personal brand and expanded the Chiara Ferragni series of footwear brands named after her. Her fashion media company has also begun to take shape and become a model of cooperation between fashion bloggers and fashion industry.

In 20 14, the annual income of Chiara Ferragni series reached 8 million dollars, of which 30% came from advertising and cooperation with brands, and the remaining 70% came from her footwear brand. Her case was even selected as the case study of fashion bloggers in Harvard Business School, and became the learning object of fashion bloggers and fashion brands.

That's what It Girl did.

In 2009, Chiara Ferragni started her own fashion blog "Blonde Salad".

At that time, she was a law student at the University of Bocconi in Italy and was fascinated by photography. Influenced by some American fashion bloggers, she also posted some of her daily collocation to some photo sharing websites, such as Flickr, Lookbook.nu, which was in Europe at that time, and the "fashion bloggers" were still vacant. Soon, her outstanding appearance and outstanding collocation quickly attracted the attention of netizens. She believes that instead of posting pictures on other social media, it is better to establish a space of her own. In June 5438+10 of the same year when Flickr was registered, Felanie started his own personal blog, and gradually shifted his focus from Flickr and other websites to his own blog.

At first, her boyfriend Riccardo Pozzoli, like most girls' boyfriends, thought it was a waste of life to dress up and blog all day, but when Felanie's blog quickly attracted a large number of fans, he also realized that it contained unlimited potential. He is good at photography and tries his best to help her build a personal brand. Although they parted peacefully, Pozzoli has always been Felanie's inseparable business partner.

Felanie's popularity on the Internet has a lot to do with her model-like condition. Blonde hair, blue eyes and long legs, like natural clothes hangers, can control various styles; On the other hand, although her collocation is gorgeous, it is very grounded and the single item is not exaggerated. Her personal style and collocation skills are completely integrated, which makes many women feel that there is something worth learning.

Four months after the launch of Weibo, Felanie began to receive various invitations from international fashion brands to participate in various fashion shows. Since then, partners and enthusiasts have begun to cooperate with various fashion brands, such as Guess, Mango, LV, Tiffany &；; Co and Superga, etc.

In order to catch up with fashion trends and raise their popularity, the two even attended various fashion shows at their own expense. "To make money, spend money first," they concluded when sharing a case at Harvard Business School.

Become attached to the fashion industry

When Felanie started his blog, it was the time when luxury goods began to test water and e-commerce. At that time, many media were paying attention to the phenomenon of fashion bloggers, discussing how fashion bloggers cooperated with brands and why they were invited to participate in various shows. So at that time, the outside world paid great attention to fashion bloggers, and luxury brands also hoped to help them with these influential people in the fashion industry.

There are three main forms of cooperation between Chiara Ferragni and the brand:

1. Design products together with brands. For example, a pair of shoes designed by her and Steve Madden sold 160000 pairs in just two weeks. 20 13 participated in the design of Superga sports shoes series, and the series was sold out within a few weeks.

2. Product implantation. It is a common practice for fashion bloggers to implant products in their blogs. Felanie often publishes all kinds of brand information on his blog, and lists his clothes one by one with product links. Consumers can get a certain commission when they buy products through blog links. Girls who are attracted by the life in Felanie often open the link without thinking and buy Felanie's "the same paragraph". This part of the income accounts for 20% of the total income of the TBS crew.

3. A model of the brand. With Felanie's growing influence in the fashion world, many big brands also like to invite her as a guest model to attend various activities to increase their popularity. With her becoming the darling of fashion circles, some fashion weeks now give her an appearance fee as high as 20,000-40,000 euros.

Now, Blonde Salad has 600,000 unique visitors and 6 million pages every month. At the same time, Felanie also has his own Instagram and Facebook accounts, attracting a large number of fans. There are more than 3 million fans on Instagram, only lower than Oprah, surpassing fashion brand CK, with an average of 30,000 likes per photo and 600,000 likes on Facebook. At the same time, Felanie's fans are also widely distributed, which makes her an influential fashion figure in the world. With more and more cooperation between Felanie and luxury goods industry, the style of blonde salad is also changing to luxury.

Riccardo Pozzoli believes that there are two secrets for Felanie to attract a large number of fans: 1. She can tell the story behind wearing a certain dress, for example, it was a trip, a gathering of friends, and each dress corresponds to a different experience; Like many public figures, exposing personal life is the secret of powder absorption. 20/kloc-in June, 2003, Felanie and Pozzoli broke up, and Felanie posted a picture on Instagram with the title that they had broken up peacefully, and the number of fans surged instantly. Felanie took a photo with her mother on Mother's Day, which also caused a surge in traffic.

Create a brand of shoes

In cooperation with the brand, Ferragni began to change from a blogger to a shoe designer. With the maturity of her personal brand, her team began to go all out to launch her personal footwear brand Chiara Ferragni series, and obtained 65,438+0,000 euros from an Italian investor.

Now, her personal footwear brand has been sold in 200 stores in 25 countries, and the price is between 220 and 500 dollars. In 20 14, the sales of this brand accounted for 70% of the total income of TBS crew, which was in the case that Chiara Ferragni Collection did not enter the American market.

Chiara Ferragni series officially entered the American market on 20 15. According to Pozzoli's forecast, the sales volume of this brand will reach 7 million euros in 20 15 years and100000 euros in 20 16 years.

Independent media company

After several years of development, Chiara Ferragni's team has developed from the previous "two-person shop" to a team of 16 people, including business manager, communication manager, editorial manager and other positions. The team's latest goal is to "depersonalize" blonde salad-to remove Chiara Ferragni's personal color. Gradually turn it into a digital magazine with a lot of high-quality content, a lifestyle brand, covering travel, life, beauty and other aspects, providing netizens with clothing matching suggestions and fashion advertisements at different prices.

Now, it's hard to find Felanie who wears beautiful clothes and travels around on a blonde salad. In the future, she may continue to participate in this fashion magazine as editor-in-chief or artistic director, or she may completely leave this platform, and her street shooting show will also be transferred to Instagram. According to the plan of TBS crew, the transformed blonde salad is an independent platform. If the transformation is successful, it will build a platform to cooperate with a large number of retailers and become another weapon for the team to attract funds.