A segment in the Marketing Monday series at Socialmedianordic.com
While blogging in Scandinavia has been studied mostly quantitatively (how many bloggers, readers etc.), not too much is said about bloggers’ importance in defining taste, influencing purchases etc.
I came across this essay from the Swedish School of Textiles in Borås (in Swedish), published in 2010. Students Zandra Eriksson and Louise Persson conducted a survey among young women in Borås (aged 15-20 and 21-25), fashion bloggers, and retailers.
While the sample size is nowhere near significant, the essay may still serve as an indication of bloggers’ importance in fashion retail in Sweden.
Young girls trust less
Conclusion? Yes, bloggers matter. But the younger girls are less influenced than their older peers.
I will summarize some of the conclusions briefly:
- 68% of women surveyed (very small sample) read fashion blogs – 31% in the 15-20 age bracket and 47% in the 21-25 age group do so every day.
- Young girls are not easily convinced. Older girls place greater trust in fashion bloggers than younger girls; 58% in the 21-25 age group vs. 35% in the 15-19 age group
- Both consumers and retailers see an increase in demand for certain items after bloggers have mentioned them
- Few actually say they buy items after reading about them on blogs
- Getting PR on blogs by sending items to bloggers in hopes they will write about them, is concidered more effectful than advertising on the same blogs
If you see any other studies on the actual impact of blogging on marketing and sales in the Nordics, please let me know by leaving a note in the comments section. Thanks!