INTRODUCTION

A. Background
Fashion blogging is defined by Merriam-Webster (2014), as a Web site in which its contents are infused with fashion, written as a form of personal thought, exertion, or as modern-technical savvy medium. It also contains entries in mediated spaces where bloggers out together their outfits and share their shopping-related events. Fashion blogging has also been a revolutionary method for communicating and advertising through online media.
Sprouting from the collective whole of blogs, called the blogosphere, fashion blogging is a whole new world of personal journals infused with the fast-paced line of design in clothing, footwear, accessories, makeup and other wearable paraphernalia. The fashion industry has been finding ways to connect through their rising audience in the modern society, and via blogging, it has secured a throne of perpetual popularity, fame and success. Through this, fashion blogging is born. Two years ago, two million blogs represent the growing and fast-rising modernity of fashion; and now, fashion blogging has been crowned the most popular form of blogging. The persona of fashion blogging itself is innovation, making use of creativity in a conventional way, following the standard of wearability of certain articles of clothing. All in one, it could express the personality of the blogger, as well as openly communicate with the audiences of the blog, while effectively advertising the pieces of fashion the blogger has been showing.

B. Literature Review
Fashion bloggers share their knowledge pertaining to the fashion industry, specifically in terms of new style and trends, which they share through their own blogs based on their own experience (Bunina 2013). This is how bloggers share their styling skills, views, opinions, and fashion advices or recommendations where they can gather audiences. Aside from the latest updates about the fashion world, they also share their knowledge about their consumption experience, like how they choose certain clothing or brands, the service and the purchasing experience they have had, and the satisfaction that they achieve (Cau and Cova 2003). With these insights, it can help audiences in choosing brands and styles without being confused.
Fashion bloggers inform the mass to what are the must-haves and must be done in styling and purchasing products especially about fashion. They also became role models and inspiration in various things aside from the things about fashion. They are the new experts and advertisers today (Franziska 2013). Nowadays, people can earn money through the worldwide web. The common things Internet citizens see in the side panels of the webpage are advertisements of different products, brands, shops, and more. Internet today is the most widely used place to advertise one thing or another. One great example of the people, who use internet to advertise or to earn money, is the fashion bloggers. “Fashion bloggers today can earn money by writing sponsored posts, selling ad space on their sites, working as brand ambassadors, making personal appearances and creating design collaborations.” (Kurutz 2011).
Blogging is the one of the latest improved media that has reconstructed the flow of information in an essential way. It is a collection of online journal entries that usually discusses a certain issue or topic, that is set in an accurate reverse chronological order or timeline, and most regularly updated. Blogs contain mostly of non-mainstream or non-commercial content produced online (Armstrong and McAdams 113). It is composed of shared opinions, pieces, reviews, and information between the connection of the bloggers and the viewers.
Fashion bloggers use videos and photos aside from their own narrative posts as communication tools, with the support of texts to share personal experiences, critique, response, recommendations or advice against certain products and brands. It is a channel or medium of communication between a blogger and his/her audience. For blogging is “A complex form of communication that operates with objectives and strategies leading to various types of impact on consumer thoughts, feelings and actions. It’s about creating a message and sending it to someone, hoping they would react in a certain way.” (Wells, et al., 2007).
Blogs and blogging are just small parts of social media, wherein that technical universe is enormously growing, and at the moment, it makes our lives better. It has the biggest difference to the traditional media because it has a two-way flow of conversation. With social media, everyone can share and comment, on the other hand, traditional media doesn’t have the capability to do so. It’s a way of expressing themselves and to have an interaction with other people through social web. Through the interactions in social media, it can influence people and encourage them to participate actively in having the awareness of what’s happening with the environment. As Kotler (2010) has mentioned, the communication provided by social media which blogs are considered part of, it establishes meanings and experiences which has ability to influence an audience.
Advertising in fashion blogs is a modern way of doing business. “Compared to the way of doing business during 1977, when 67% of people cited that the best source of product and brand information is word of mouth. The percent nowadays is 92. Today, only 15% rely on traditional advertising and they have come to a stage where costumers will actually market the product better than a company can.” (Qualman, 2009). With online advertising, it allows companies to easily review the effectiveness of their bandwagon because of its massive reach, remarkably educated audience, and more.
Within the last couple of years, fashion has become a global industry that contains variety of local markets distinct in lifestyle, culture, and religion which makes it recognized and identified with particular customers (Easey, 2002). As companies realize the infinite opportunities when it comes to advertising in fashion blogs, a new way of presenting or introducing products to consumers will shake the fashion markets. Companies get a good deal with the bloggers especially when they give positive reviews to their products. For those reasons, fashion blogs can be assisting not only as an inspiration during the creation process, but also as a source of public opinion, interests and preferences in fashion public relation and marketing. Nevertheless for certain reasons, established and well-known fashion brands and designers do not incorporate blogs into their corporate communication (Okonkwo, 2007 and Guzelis, 2010). Brands and products that can be found in blogs can become the subject of unjustified rumours and saying false things, for the case of making people come up with bad opinions that can ruin or destroy the image and reputation of a company.
The goal is to find out all about fashion blogs, specifically the life of a fashion blogger and how he/she manages the blog. For us to have background knowledge on how blogs are created, our team needs to see what purposes a blog has, and how it can be a contribution to their own lives and to other people as well. This study also aims to know how bloggers communicate to their readers, most especially on how bloggers and readers show their common interests.
C. Statement of the Problem
This paper is concerned about fashion blogging and its intangible and tangible materials infused into it, and also its communicating and advertising schemes. It aims to answer three (3) questions for media practitioners called the bloggers:
1. What inspires a blogger to create posts or update the blog on a day-to-day basis?
2. How do bloggers communicate to their readers?
3. How effective are their advertising skills in the society?

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