In My Look, My Ego, My Brand, Ruth LaPerla looks at how stylish, self-promoting fashion bloggers are attracting lucrative product endorsement, TV and other contracts. (Andy Torres, shown here, blogs at Style Scrapbook.) Image is a big part of it. So is the content they create. Their blogs attract large online audiences who are both peers and consumers – the kind hotly sought after by fashion labels. Their personal style results in a front-row presence at prestigious fashion shows, where they are flanked by celebrities and fashion industry royalty whose own career rise often took decades.
Social media savvy, crafting their image to attract attention and the willingness to put themselves out there are key aspects to their success. They are also authentic: their readers can relate. According to Ms. LaPerla, Andy Torres’ audience grew considerably when she started using her own image in photographs that show readers how to pull together different looks. In an industry where creating imagery is a multi-million dollar business, the appeal of such indie style makers makes a strong statement.
Fashion is not the only industry where Millennials — 18 – 32 year olds who strongly value the views of their friends and are heavy social media users — are making an impact. To gain more insight, check out Fast Future: How the Millennial Generation Is Shaping Our World, by David B. Bernstein.