The use of internet technology in the fashion industry is rather regressive as social media is chiefly used as a channel of distribution, as opposed to a medium of communication. According to the views of Hines and Bruce (2007), fashion marketers should use social media as a medium of communication by interacting directly with the customers. They were of the view that such a measure will lead to better customer segmentation and understanding of the global nature of the industry. The works of Bruzzi and Gibson (2013) had identified that blogs can act as a connecting bridge between the fashion industry and the consumers. The study conducted by Liu and Donath (20006) had pointed out that web-based fashion is practically accessible to all as anyone can express their ideas related to the content of fashion and artists.It has been observed that fashionable bloggers spend a large amount of time in reading each other’s blogs, thereby finding rare posts in an attempt to remain ahead of the fashion cycle. Bloggers had become a part of the fashion industry since 2006, when New York Fashion Week had officially invited them (Shin, 2008). Fashion bloggers have been found to create innovative trends through their blogs, which in turn influences the designers in the new collections. Ethical consideration like, sanding of jeans, can be highlighted, which can create awareness in the business community in order to modify their behaviour accordingly. In November 2009, Burberry, an international fashion brand, had incorporated blogging in their advertising medium, which had resulted in huge success by inviting 2 million page visits every day (Sedeke, 2012). According to Farrell and Drezner (2007), blogs have the capacity to highlight on the future trend, thereby acting as a medium of future prediction. Predicting the future trend is important in the fashion industry so as to remain in business.Christina Caradona is one of the most influential fashion bloggers of the contemporary era. She is a former New York model, who runs the blog called Trop Rouge. It provides a clear view of the model’s high end lifestyle in the New York fashion cocoon by providing a view of cosmopolitan fashion. She has created an effective circle of blogger friends, describing their bold view about fashion trends (Fenner, 2011). One of Caradona’s recent
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