Cymru Culture

Fashion and Designers / Ffasiwn a Dylunwyr

Prêt-à-porter, bloggers & vloggers

(December 01, 2015)

Bloggers and vloggers;
Influencing fashion and beauty product sales
 

H&M Dewi Sant, Cardiff mannequin army H&M Dewi Sant, Cardiff mannequin army H&M Dewi Sant, Cardiff mannequin army

Part of the mannequin army at H&M's multi-million pound,
brand new Saint David's 2 Dewi Sant, Cardiff store
© Photographer Claire Meredith

Founded only ten years ago, YouTube has become a worldwide phenomenon in the online community, allowing anyone to create and upload videos. For some it has become a hobby using, for example, fashion and beauty as topics. Since then, the website has accumulated up to a billion users internationally. Some regular uploaders have even managed to turn YouTube into their career, earning money from the advertising used on their videos. I am going to explore if this popular online platform is an influential tool in terms of fashion and what people are wanting to buy.H&M Dewi Sant, Cardiff - store opening

One example of an extremely popular and influential YouTube creator who succeeded in turning a hobby into a career is Brighton-based Zoella, real name Zoe Sugg. She began creating videos on YouTube in 2009, and now has over 9.5 million subscribers following her on the site. As well as YouTube, she is active on other forms of social media such as Instagram and Twitter where she posts about her daily life as well as products she is loving at the moment and has numerous of followers on each. Every week, she posts a themed video; for example, a Boohoo look book with on average a range of 1 to 15 million views alone. Her current demographic is young girls aged between 10-16 years who look up to her as a fashion icon and role model. It follows that they would listen to what she talks about in her content and choose to purchase it for themselves.

Due to her YouTube partnership, her high subscriber count and overall popularity, Sugg has countless well-known brands wanting to work with her to create sponsored videos, including Topshop. She also has a publishing deal with Penguin Books, creating two bestselling fiction books, Girl Online and Girl Online: On Tour, which have accumulated millions of sales, as well as her own beauty range with Superdrug. Surely this proves that ‘famous’ faces such as Zoella assist brands to sell their products and ultimately increase profit for them.

 

Zoe Sugg aka Zoella attends the launch of her beauty     

Another star of the YouTube community who is clearly influential in terms of fashion sales is Tanya Burr who is a English YouTuber who mainly creates videos based on fashion and beauty topics. She currently has a subscriber count of 3.3 million.

On average, her videos rack up 330,000 to over 3.5 million views per video. She has also worked with several fashion brands including Very. As has Sugg, she has also landed a publishing deal to create her book, Love, Tanya and launched her own cosmetic range named Tanya Burr cosmetics which have both sold extremely well.

Zoella at her beauty range launch party
Photographer David M Benett/Getty Images
   

Another star of the YouTube community who is clearly influential in terms of fashion sales is Tanya Burr who is a English YouTuber who mainly creates videos based on fashion and beauty topics. She currently has a subscriber count of 3.3 million. On average, her videos rack up 330,000 to over 3.5 million views per video. She has also worked with several fashion brands including Very. As has Sugg, she has also landed a publishing deal to create her book, Love, Tanya and launched her own cosmetic range named Tanya Burr cosmetics which have both sold extremely well.

Tanya Burr
Tanya Burr
Photograper Ian Gavan/Getty Images

Does this necessarily mean that YouTubers and bloggers who have a lower following have any chance at all to get their name out there and work with brands too? Well, it does.

Smaller bloggers such as Amy Valentine and Leanne Woodfull also manage to play their part in working with brands and helping to rack up sales figures. Even though they perhaps do not have the subscriber count of those such as Zoella or Burr, they still have the opportunity to collaborate with trendy brands such as Grafea, Drop Dead and Ark Clothing and are able to acquire their products for free as a way of marketing their products and getting their brand known.

A few YouTubers such as Samantha Maria (with a subscriber count of 1.6 million on YouTube), have even managed to help a few brands to success. Accessory stores such as Shop Dixi and Regal Rose are two of those brands. When the stores were launched, they were barely known online businesses. However, they sprung out of nowhere due to recognition from YouTubers such as Maria; inevitably making a huge impact on their sales count.

Samantha Maria
Samantha Maria
Photographer David M Benett/Getty Images

This shows that the blogging community really do aid both smaller and larger brands to promote products to their millions of viewers every day, creating a massive increase in sales for them from the amount of online recognition generated in a short time for these companies.

 H&M Dewi Sant men's floor llawr dynion
H&M Saint David's 2 Dewi Sant, Cardiff, menswear floor
Now their biggest store in Great Britain and Ireland
© Photographer Claire Meredith

H&M opened a new store in at Saint David's Dewi Sant, Cardiff last week. It is a thoroughly impressive, multi-million pound investment in Wales; their biggest store in Great Britain and Ireland. Half of those at the press preview were bloggers or vloggers. Retailers obviously consider them to be people of influence... and money talks. If the blogging community is this influential in terms of both fashion and beauty in 2015, what does the future hold?

Isabelle Herring, December 2015

If you liked this, you will enjoy these from Isabelle too:
     New York Fashion Week F/W 2016; March 2016

     Review: Alexander McQueen: Savage Beauty; October 2015
     Festival essentials; June 2015

     New York Fashion Week F/W 2015; March 2015

     Does size really matter?; December 2014
     Looking for value?; September 2014

Isabelle blogs on fashion as Isabelle Rachel!

… and her other pages:
     Facebook: issy.herring
     Blog Facebook page: isabellerachelblog
     Twitter: @IssyHerring
     Instagram: issyherring
     Pinterest: issyherring

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