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Selling fashion with blogs

Eurobuild CEE 04 May 2017
POLAND Around 8 pct of those who purchase clothes or footwear online read blogs or watch vlogs, according to a report of PMR entitled ‘Clothing and Footwear Retail Trade in Poland in2017’.

The majority of these consumers were women (68.3 pct) with almost half being aged between 25 and 44. Almost half of the respondents had finished secondary education, which suggests that students are very much interested in fashion. More men than women admit to blogs influencing their sense of fashion, but even so most women consider blogs to be useful when buying clothes. One of the growing trends in the fashion industry is to promotes fashion through popular bloggers, Around 51 pct of companies surveyed work with a blogger or vlogger, while 13 pct of those companies that do not do so have plans to start. Four out of five companies believe that working with bloggers is an effective use of social media channels, while 28 pct believe that such work translates directly ibnto sales. The main reasons given for not working with bloggers are: the lack of such a need, the lack of real benefits from using such people, an bloggers not fitting in with the company strategy. Influential blogger Tomasz Tomczyk (who writes under the name Jason Hunt), created a ranking of the top ten most important Polish bloggers in 2016, which included three fashion bloggers: Jessica Mercedes, Maffashion and Ekskluzywny Menel. Media agency Tribe Dynamics estimated the Julia Kuczyńska (Maffashion.pl) to be worth the equivalent of USD 64.8 mln spent in advertising (for the brands promoted and the product placements). She started her blog in 2009 and her stylizations have been featured on vogue.com and harperbazaar.com. She has also featured in American Glamour. She has recently started advertising Calvin Klein jewellery and watches. In 2012 she also started promoting her own brand of clothing – Staff by Maff. Another blogger, Jessika Mercedes Kirschner (jemerced.com) came 40th in a ranking by Wprost magazine of the most influential Poles. She started the Jemerced.com blog in 2010 and has been mentioned in magazines such as: Vanity Fair, Vogue, Grazia and Elle. Meanwhile Kamil Pawelski (ekskluzywnymenel.com) is growing in popularity in the blogosphere because of his noncommittal approach to fashion. He was approached by Icelandic brand Icewear to feature their clothing and was the face of a Reiffeisen Polbank advertising campaign. Other influential blogs include: mrvintage.pl, beauty-fashion-shopping.pl, deynn.blogspot.com, jestemkasia.com, macademiangirl.com, styledigger.com, czasgentlemanow.pl and styloly.com. They reach internet users though a number of channels such as Youtube, Facebook, Instagram and Snapchat.

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