Fashion comes alive when you get to see it on a person. Although fashion shows still exist, today’s fashionistas have a more direct way to learn about the latest trends and styles: subscribing to the channels of fashion vloggers. Fashion vloggers create videos describing their latest purchases or talking about the latest trends. Some create “how to” videos, walking their viewers through the process of mastering a fashion skill, such as tying a scarf, or breaking down how to wear a particular look.
Some vloggers might be in it for the love of fashion, but others have translated their interest in fashion and their video creation skills into a viable career as an influencer.
Fashion Blogger vs. Fashion Vlogger: What’s the Difference?
How is a fashion vlogger different from a fashion blogger? It all boils down to media. A fashion blogger blogs on a website updated regularly with posts and pictures. A fashion vlogger creates videos that might appear on a personal blog or website but are more likely found on a platform like YouTube.
Fashion bloggers and fashion vloggers aren’t mutually exclusive. Some bloggers are also vloggers or, more accurately, some fashion bloggers have gotten into vlogging after realizing it could be a lucrative channel. On the flip side, some vloggers who started out exclusively creating and posting videos have now gone on to create their own blogs, Instagram followings, and other forms of content.
What Do Fashion Vloggers Vlog About?
The videos produced by fashion vloggers cover different topics. A few of the more popular types of fashion vlogs are:
- Haul videos: Haul videos are a great way for people to “go shopping” without having to leave home or pull out their credit cards. During a haul video, vloggers proudly show off their “haul,” aka the clothes bought during a shopping spree.
- Style tips: How do you tie a scarf? What’s the best way to wear a cold shoulder top? Style tip videos break things down for you.
- Fashion/clothing care tips: Not all tip videos deal with style. Some are more practical, showing people how to evaluate the fit of a blouse or how to get an armpit stain off a T-shirt.
- Closet tours: Video tours of a fashion vlogger’s closet (or the closet of another stylish, influential person, like Jenna Lyons) give fans a peek behind the scenes and some serious style inspiration.
- Outfit ideas: Some vloggers keep it simple and give viewers outfit ideas. They might be working from a capsule wardrobe or they might try to show people 10 ways to wear a pair of jeans, a sweater, or a particular dress.
Meet Some Fashion Vloggers
One thing you might notice when you first start looking for fashion vloggers is there are many and they cover different topics. Here’s a small sampling of the vloggers out there to give you an idea of the range of niches and styles:
- Lindsey Hughes has nearly one million YouTube followers and has been making haul videos for years. Although she doesn’t exclusively vlog about fashion, her hauls are among her most popular videos and (she claims) her favorite type of video to make.
- Chiara Ferragni is the blogger behind what might be the biggest fashion blog in the world, the Blonde Salad. She uses her YouTube channel to produce a series of videos called “Chiara Doing Things,” which give her fans a chance to see her life up close.
- Jenn Im’s Youtube channel used to be called “Clothes Encounters.” Although she’s changed it to her own name, she still posts haul videos, style tips, and other fashion-focused videos.
- Justine LeConte is a fashion designer who’s currently living in Berlin. Her videos focus on the more “practical” side of fashion, offering tips for picking the right fit, looking for quality construction, and how to dress for your body shape.
- Kellie Brown is the vlogger behind And I Get Dressed. She creates videos that offer plus-size fashion advice, outfit ideas, and shopping tips.
What Are the Benefits of Working With a Fashion Vlogger?
Why should your brand try to work with a fashion vlogger? One reason is the effectiveness of video.
Video tends to have higher conversion and retention rates compared to other forms of content. When it comes to fashion, that makes sense. It’s more exciting and engaging to watch a person put together an outfit or to listen to him or her speak directly to you about a jacket than it is to look at still photos of an outfit or read a lengthy description of a piece of clothing.
Another reason: There’s something “real” about them, as Fashionista notes. Blogs tend to be polished, editorial, and look professional. They’re nearly on the level of fashion magazines when it comes to editorial distance. Fashion bloggers are people to admire, not necessarily people who can be your friends.
Meanwhile, vloggers are talking directly to their viewers and subscribers. That level of casual interaction can make a vlogger seem more genuine and authentic to the audience, which helps to establish trust.
How Your Brand Can Start Working With Fashion Vloggers
Working with fashion vloggers is a lot like working with any other type of influencer. You need to make sure the vlogger is a good fit for your niche and your target audience. For example, if you’re a fast fashion brand, it’s a good idea to partner with a vlogger who posts fast fashion hauls, rather than a vlogger who primarily focuses on runway style or who vlogs about ethical fashion.
Although you can make direct contact with vloggers over email or through their YouTube channels, you’ll get more details about them and are more likely to get a response if you use an influencer marketplace or platform. Not all vloggers are interested in working with brands and a few have been burned by less-than-scrupulous brands in the past and might be hesitant to respond to “cold calls.”
Once you do find and connect with a vlogger, it’s a good idea to hash out a plan for a campaign. What type of videos do you want the person to create and what are your overall goals for the project?
For example, you might invite a vlogger to go shopping at your store or website, picking out clothing from your latest line for a haul video. Or you might invite that person to create a capsule wardrobe and X number of outfit ideas using 10 or 20 pieces from your collection.
Vloggers who make videos in partnership with your brand will need to disclose the partnership in some way. One disclosure option is to have them say that it’s a paid partnership or ad at the start of the video.
Ideally, working with a fashion vlogger will give your brand a chance to connect with a new audience or to expand your overall reach. It might give you a chance to reinvent your company or an opportunity to highlight what’s new and notable about your brand.