Fashion bloggers as brand ambassadors : a study of an emerging practice in Malta

Abstract

Fashion bloggers have acquired a prestigious role in the fashion world. Besides commenting on the latest fashion trends, they also share their personal styles. In doing so, they inspire readers worldwide. In fact, many bloggers have successfully built a loyal following for themselves which exceedingly respects their opinion on fashion. As a result, companies are increasingly seeking to employ fashion bloggers to represent and promote their brands. This study explores this practice of fashion bloggers becoming brand ambassadors for companies, in Malta. The main objective of this study is to provide a better understanding of how collaborations between brands and bloggers work in Malta. Prominent fashion bloggers in Malta, and marketing managers of established brands who have frequent and ongoing business relationships with bloggers were interviewed. Hence, insight on this practice was thoroughly gained from the two stakeholders in the practice. Eight different forms of blogger-brand collaborations were observed; with the most prevalent forms being those in which bloggers are rewarded vouchers, merchandise or discounts, for their content. Additionally, companies were discovered to apply several criteria when selecting their brand ambassadors, and that, they are benefitting quite largely from such collaborations. Bloggers were also found to link their blogs to social networking sites to amplify their reach. Findings indicated the growing importance of social media influencers, as it was divulged that companies nowadays are not only solely interested in working with fashion bloggers, but also with such influencers. Younger interviewees were also found to have a liking towards more concise, visual and current content, other than the traditional lengthy blog post. Thus, it was concluded that the young no longer appreciate lengthy and detailed content.