I recently met an iconic fashion writer for Vogue magazine and was excited to share with her that I published my own DC-based style blog. She gave me a look of disapproval and proceeded to condescendingly say to me “how cute.” While her response was unusual, it demonstrates that there is still a school of thought that style blogging isn’t credible or on the same level as more traditional media outlets.
I am one year into running my small business, which is the foundation for publishing my style blog Politiquette and I am quite certain style blogging is going to be around for the long run. I have met with fashion designers, magazine editors, large and small business owners, other style bloggers, individuals who want fashion advice and/or a stylist and real estate companies. Through these meetings and conversations, I have learned that there are many ways my blog and brand can add great value to all of these entities and that this is in fact a profession that is here to stay.
Here are some reasons I believe this to be true:
As more and more people flock to the Internet and social media platforms to seek fashion and lifestyle trends, the growing marketplace allows for style bloggers to influence. As Valentine Uhovski the “Fashion Evangelist” for Tumblr says, “a blogger from Croatia is just as important as Prabal on Tumblr,” referring to highly-acclaimed fashion designer Prabal Garung. When an individual style blogger creates great content they are able to have a powerful voice online that translates into key audiences looking to emulate or purchase a similar look — or even lifestyle. Algorithms have generally created a level playing field for bloggers to compete with major brands and succeed as influencers that go far beyond traditional forms of marketing.
Consumers are constantly looking for new inspiration. Fashion bloggers bring their own unique and creative presence to the table by innovating through their art form on a daily basis. The late Bill Cunningham, legendary fashion photographer for the New York Times, was a genius when he began taking street style photos of individuals who dressed well and had no other platform to promote their style. He showed that models and traditional forms of fashion marketing weren’t the only way to influence fashion. Style blogs allow formerly anonymous people to have a voice and to be the next, powerful trendsetter in fashion. The creativity of these individuals is valued and people want to follow them. Brands likewise want to be cutting edge and have the most desirable partner. Working with emerging bloggers can be mutually beneficial. These bloggers have an opportunity to grow their brand, as does a retailer or business. This is a smart and cost-effective and creative way to influence and reach various markets.
Style bloggers know their audience and how to communicate with them. Style bloggers create a personal and authentic connection with their readers. Because of the lean structure of the organization, most often a one-person operation, the blog becomes a labor of love and the blogger has to deliver something of quality that their audience wants. As Experticity published in a study about brand influence, “consumers rely on conversations driven by friends, family, and trusted experts.” Bloggers have become the trusted expert many times more than a celebrity or fashion magazine. This relationship works both ways. Once a blogger becomes a “trusted source” they foster a quality audience. A specific number of followers have nothing to do with this I know that my blog is primarily followed by professional women and men in their mid-twenties to late forties. I know what types of items they like and can afford. With 1100 followers, I was able to help a European luxury brand have their most successful day of sales since opening their doors in DC two years ago. Style bloggers across the country have diverse followings that will reach any market if you find the right one to work with.
I continue to challenge my own business model to ensure the value of Politiquette continues to grow and succeed. With more style bloggers entering the marketplace, I want to make sure that my followers continue to see me as a trusted source as I continue to grow my partnerships. These are the sorts of people you will want to pay attention to and that you should have on your team.
Background on Politiquette:
Politiquette is a DC-based style marketing company founded by Marissa Mitrovich. Marissa publishes a related style blog under the same name. She has lived and worked in the area since 2001, and has had a successful career in politics and corporate affairs.
Well-acquainted with the style of Washington’s most influential politicos, Marissa has been a longtime advocate for advancing fashion in Washington, DC and is now front and center promoting many aspects of it full-time.
Marissa founded Politiquette to help women and men feel confident, stylish, and empowered. She realized that there was a need to help individuals embrace their own identity for whatever occasion on their calendar, while still being venue and situationally appropriate. With a background in business and politics and a passion for the arts, Marissa has been able to bring greater substance to the conversation when it comes to fashion and design in the nation’s capital. She advises brands on how to engage customers and grow their business in the DC market.
Politiquette.com is also a platform to raise awareness about the many artists, designers, creatives, restaurateurs, entrepreneurs, innovators and other individuals who help the soul of DC to thrive.
