How fashion blogging has become big business and how you can do it too

TASH Sefton and Elle Ferguson say ‘everyone hates them’ because they make big bucks from just stepping outside their door. Yet they’re not supermodels or designers. They’re just everyday women.

Tash Sefton and Elle Ferguson from They All Hate Us.

NOT too many years ago, blogging was almost a dirty word. A place where myriad voices uploaded their unedited opinions to the chagrin of established writers.

But fast forward to today and blogging is booming, it’s big business and no more so than in the world of fashion.

Successful bloggers are garnering hundreds of thousands of followers and commanding huge readership - and respect - all while becoming celebrities in their own right.

While making money as a blogger has always been a challenge, it’s certainly getting easier.

And agencies such as The Ministry of Talent and Chic Blogger Management are popping up wholly and solely to manage relationships between brands and bloggers.

News_Module: They All Hate Us

Maximillian Arasin who runs Chic Blogger Management - an agency that connects brands with his blogging clients - says brands are increasingly wanting to work with bloggers because of their close relationship with viewers and followers.

“This audience (blogging audience) is more valuable than for example pedestrians passing by a billboard advertisement,” Arasin told news.com.au.

“Collaborating with a blogger is an investment in ‘word of mouth recommendation’ for brands. They are looking for bloggers that match their understanding of aesthetics and deliver a message to a target audience. The brand wants to make a noise and incorporate commercial content into non commercial settings.”

News_Module: Friend In Fashion

Fashion brands also see bloggers as a cost-effective method of reaching their target audience and are seen by readers as a more trustworthy source of content than traditional advertising methods.

Tash Sefton and Elle Ferguson from popular Aussie fashion blog They All Hate Us are two of the few local bloggers who have been able to turn their blog into a full-time, well-paying job.

The pair who launched their site six years ago have so far amassed almost 400,000 Instagram followers between them and say 80 per cent of their readers visit their site daily.

So loyal is their following that they launched an online style shop in May in conjunction with the blog, turning their passion for fashion into a business.

News_Module: Lee Oliveira

It’s this sort of engagement that is critical to their success, say the pair.

Jasmin Howell from Friend In Fashion is another local blogger who’s turned her blog into a career. She’s had more than 1.2 million visits to her site since its inception in 2010 as well as 106,000 Instagram followers.

Howell says it’s getting easier for bloggers to establish themselves as legitimate businesses and designers are sitting up and taking notice.

“As the social media world evolves, and is taking more and more of a ‘front seat’ in people’s everyday lives, I think people are recognising the profile of bloggers a lot more,” Howell told news.com.au.

News_Module: Friend In Fashion

But she adds there is a trade off: “Blogging in more recent times, has become more and more saturated, meaning vying for advertisers dollars has become much more competitive.”

But if you think building a fashion blog is about playing dress ups and taking some pretty pictures, think again.

The reality is that it’s an around the clock commitment.

Says Sefton: “I have worked in the industry for over 15 years working my way up from the very bottom to amazing roles - but my current job “all things Theyallhateus” is the busiest I have ever been.

News_Module: They All Hate Us

“Mainly as it’s our business - we are the face (the front) and behind the scenes of everything we do and create. The team is us. Our online store has a global audience (we ship 20% of our sales to the USA) so there is no downtime as we need to work across all times zones. It’s incredible and we are so blessed to have an amazing international audience but wow it’s busy.”

Howell says the ‘pretty pictures’ are only the glamorous facade people see.

“They don’t see the hours you put in behind the scenes, managing relationships with brands/designers, the work that goes into taking and styling each photograph and outfit, or the hours spent editing, writing and engaging with your readers.

News_Module: Harper and Harley

“I think a lot of people see only the ‘fun’ in blogging, and are quick to dismiss it as a legitimate pursuit, but as with any product or brand, there is so much work required to build and develop an identity that is fresh, evolves and maintains relevancy.”

Despite their unusual name, Ferguson says their readers actually do all like them and it’s the reason brands are so willing to provide their clothes for collaboration.

“Bloggers have huge audiences, if they want to spread a message they can do it in real time. If a brand wants to get a message out to the world tomorrow then they can by using a bloggers’ platform.”

News_Module: Friend In Fashion

Tips to be a successful fashion blogger:

* Don’t start a blog to make money or become famous because then your goals are different. Do it for the passion and watch it grow

* Have a niche, don’t try to be all things to all people, pick something you’re passionate about, know why you are different to the rest of the myriad of blogs and hone it

* Harness the power of social media - follow like-minded people

* Once you’ve got a growing blog, consider taking a business course to understand how marketing works - the best blogs are run like a business

* Don’t expect your followers to grow exponentially overnight, getting readers attention in an overcrowded market is no easy feat, be patient and consistent

* Work on engaging with your readers, a small but engaged audience can be a powerful thing

* Be multi-dimensional: Bloggers have skills in modelling, acting, photography, videography, styling, entertaining and presenting