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There is a significant growth of fashion blogging in
the recent years and its increasing influence is supported by the readership. Reputed
fashion bloggers are invited by the designers to the fashion shows, supplied
clothes freely, and provided with the opportunities to collaborate with the
leading fashion brands. In addition to this, leading fashion magazines get
inspired by the star fashion bloggers and feature the latest trends in fashion.
The fashion bloggers for certain leading fashion magazines publish books with
their photographs and commentaries and with the increasing benefits of fashion
blogging, most of the women are now becoming fashion bloggers, The number of
independent fashion bloggers is considerably increasing and they conduct
conferences with famous designers as the key note speakers. The fashion
bloggers around the globe meet and they are the customer and produce content
related to the fashion and they are significantly involved in the marketing
aspects of products related to the latest fashion trends. Bloggers write blog
posts, and collect the photographs that are responsible for promoting the
concept of fashion. A simple buying and selling is not regarded as consumption
but it has a broader meaning which includes thinking about the goods, discussing
on the purchases, collection of different types of objects, imagination about
the purchases of fantasy, ideas, engaging with a variety of objects and a
variety of activities related to the fashion. (Chin,2001). Fashion bloggers help
the readers to know about a variety of trends related to fashion, design,
style, and beauty through their content in the blog, The comments of their blog
generally portray the clothes they purchase and wear whether it is from a
luxury market, mass market or a second hand product. Fashion bloggers play an
important role for the fast spread of trends as well as the ideas by their
blogs and the alternatives from the main stream consumption model of the
fashion press are provided by the bloggers. Bloggers spread fast fashions, and
they support the personal beliefs and authentic styles in addition to enhancing
the popularity of the clothing swaps, thrift stores and various practices such
as remixing that are outside the trends of the fashion industry.