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http://dx.doi.org/10.5805/SFTI.2014.16.5.689

Representation Forms of Personal Style on the Fashion Blogs  

Suh, Sung Eun (Dept. of Clothing and Textiles, Sangmyung University)
Publication Information
Fashion & Textile Research Journal / v.16, no.5, 2014 , pp. 689-697 More about this Journal
Abstract
This study aims to analyze the representation forms of bloggers' personal style on the fashion blogs and enlighten their values which can be actively applied to design and marketing in fashion industry. Image representation of fashion bloggers is reflected by the characteristics in the digital environment, which are the creative manipulation of expression and the production of virtual and fantastic images by taking advantage of the composite medium such as images, music, videos, articles, etc. Also real time updates in blog indicate the latest trends in terms of the representation of image as the actual currency. The study conducted case studies of 5 women's personal fashion blogs through the verification of a variety of global fashion media and blog ranking sites: Style Bubble, Style Rookie, The Cherry Blossom Girl, The Blond Salad, and Fashion Toast. Research findings are as follows. First, the application of creative design elements is indicated as symbolic items, self-made designs, DIY, and various mix and match emphasizing design elements such as color, patterns, proportion, etc. Second, the virtual representation is very highlighted on the story telling applied by film like production or digital effect. Third, the commercial application with mainly sponsored wardrobe and designer collaboration indicates promoting a updated trend as well as a specific brand or designer to make their business profits.
Keywords
personal style; fashion blogging; application of creative design elements; virtual representation; commercial application;
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