The Effect of Fashion Blogs and their Influence on Females’\ud Consumer Buyer Behaviour.

Fashion is an ever changing industry in which companies are constantly in competition for\ud consumer’s recognition and loyalty. Marketing is similarly an industry which needs to quickly and\ud effectively adapt to the changes in society. Therefore the importance of keeping up to date with the\ud way fashion consumers access and use their fashion media is vital to the success of fashion\ud companies. Fashion blogging has recently become a popular way of accessing fashion online. This\ud management project is set out to investigate the effectiveness of fashion blogging on the purchasing\ud behaviour of female consumers in the UK. This was done by conducting research in the form of focus\ud groups and questionnaires with females from across the UK. Fashion blogs were found to be an\ud interesting source of inspiration and information for the females who took part in the study. Many\ud of the respondents were influenced by blogs and others highlighted areas where blogs could be\ud improved so that they appear more attractive and influential