Wolverson, R. (2013). The Human Billboard. Time, 181(14). Retrieved from http://web.a.ebscohost.com.proxy.library.vcu.edu
This article focuses on internet blogging. The women in this article blog about fashion, food, fitness, and home decor. What sets them apart from the rest of us internet bloggers is that they get offers from big brands to sponsor their product. The bloggers market the clothes through social media tweets, blogs, youtube, and any other platform that generates views. The article refers to these bloggers as micro-celebrities, because they are getting views by thousands of people and in the social media world they are famous.
For enterprising bloggers, the lure is simple: income that can range from $100,000 a year to hundreds of thousands more. For marketers, the calculus is more complicated. Yes, they can target audiences, and the price is relatively low compared with already cheap online advertisements. And bloggers can offer a more authentic connection to brands for consumers who are weary of varnished sales pitches from Madison Avenue. But companies are also putting their brands in the hands of untested spokespeople and, in some cases, running into controversy about the blogger-sponsor relationship. Leery consumers prefer that bloggers’ opinions be independent. Just last month, the Federal Trade Commission introduced tighter regulations for social–media advertising. Though there are clear successes, it’s far too early to tell if the approach drives more sales than traditional marketing.
I think that this is a good perspective on the way social media is changing fashion. These bloggers are a new form of advertising and it’s interesting to see the positive and negative affects blogging has. Blogging should be independent thoughts but with the opportunity to gain revenue it’s changing the game. On the other hand some may say that bloggers being sponsored by retailers is a good thing and makes the consumer feel more comfortable using the product if somebody else is.