We’ve reported previously about fashion industry embracing the web and that includes a new recognition of fashion bloggers. This in depth story from Reuters examines the background for the phenomenon.

According to Reuters  the “allure” of the web for designers is due to social networks providing  free publicity and advertising and helping to build the brand relationship directly with the consumer .

Reuter says: “Fashion brands, increasingly aware of the power of bloggers, are making room for them in their front-row seats to try to grab consumers before they visit their stores.

For years, traditional houses have shunned the Internet, seeing it mostly as a place for those in search of bargains.

But as younger buyers and working women are set to replace aging customers as the main luxury consumers, the Web and its social networking sites represent strong prospects for growth.

In the September fashion week run, such design houses as Louis Vuitton, Dolce & Gabbana and Alexander McQueen, streamed their catwalk shows on the Internet.”

They also say: ” ‘In five years, 30 percent of (fashion) goods will be sold on the Internet in America,” Prada Chief Executive Patrizio Bertelli was quoted in Italian newspapers as saying, without giving a comparative figure.

When Italian online fashion retailer Yoox launched in 2000, there was a lot of “skepticism about the Internet in general and online sales,” founder and Chief Executive Federico Marchetti told Reuters.”

As fashion bloggers, we are thrilled with the development of this new phenomenon . We have been honoured to be front and centre during this past season fashion weeks and are excited for the future interviews and designer collection profiles. Check out our coverage of LG Fashion Week here, here and here.

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Tags: alexander mcqueen, Dolce & Gabbana, fashion bloggers, fashion show, fashion week, live stream, louis vuitton, yoox

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