Seminar on the motivations for becoming a fashion blogger

On Tuesday, October 18th, LISAA Paris School of Fashion will host a seminar of GeMode, group of fashion study. Anne-Flore Maman Larraufie (Director of SemioConsult and Professor at ESSEC) will give a conference called "What motivations to become a fashion blogger?".

A study on potential influencers

The nature of a blog is intrinsically connected to word-of-mouth, and their authors are acknowledged as potential influencers, as credible opinion leaders. They catch stylists’ attention, and are offered front-row seats during the catwalk.

The presentation aims at providing attendants with both theoretical and practical knowledge on the blogosphere, taking as a case for observation the fashion sector. First, the importance of blogs in the fashion system will summarized through the following topics: how do we define a blog; how authenticity is a key driver for readers of blogs; the place blogs now occupy in the fashion world; how fashion brands do reuse blogs for business and marketing purposes; what is the state of theoretical knowledge on fashion bloggers. The findings of an original study conducted in-between January and June 2014 will be presented, aiming at deciphering the hidden motivations for fashion bloggers to engage in their blogging activity. Some managerial takeaway will conclude.