Résumé :
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Over the past ten years, fashion bloggers have become powerful tastemakers, capable of reaching and influencing the purchasing decisions of millions of readers. Marketers have seized the opportunity to capitalize on this phenomenon by shifting their PR and advertising budgets into new media and partnering with bloggers on various project and collaborations. However, the luxury fashion sector, traditionally known for its exclusivity, has been hesitant to embrace the blogger medium, questioning its democratic nature, content quality, and derived benefits. The goal of this research is to explore the structural and financial logistic of the fashion blog landscape, evaluate the positioning of blogs within communication strategies of luxury fashion brands, and determine the model of effective collaboration.
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