By enabling anyone to become part of the media, blogging has let more people commenting more consistently on more angles on the fashion industry. A lot of blogs have gone vertical, delving deeper into one subject. For instance, some blogs are all about one designer, as Rafe Totengco’s. Some are all about a type of fashion accessories, like handbags (e.g The Bag Blog http://www.thebagblog.com/, In My Bag http://inmybag.blogspot.com/, or The Purse Blog http://www.purseblog.com/). Others are about the industry, as is yours about the changing business of fashion or more modestly mine, focused on one facet of this evolution, i.e. the use of online marketing in the fashion industry (Fashion Fox http://www.fashion-fox.com). But for the moment, we still need fashion mavens such as editors from the leading fashion magazines, maybe even more so. We need them to make sense of all the trends, to give a broad overview of what is going on, especially when fashion blogs are focusing on their relevant but narrow niches. So, this may be a new ecosystem, with big fashion mags, in both their traditional and online formats, launching and interpreting trends, while attracting big advertisers. Meanwhile, we may see fashion blogs concentrating their efforts on only one topic of their choice, so that they can appear more “relevant” to a certain a keyword phrase within Google’s search results (e.g. “extravagant handbags”). These blogs would attract retailers focused one type of products year-long and attract some campaigns for some products from a big advertiser at certain times of the year (e.g. a 4-week campaign for the Chanel Diamond Forever tote). Feel free to comment on my entry, I would happy to read your feedback ;-)

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