Among a lot of characteristics of Fashion -one that is very significant is Change.

On a constant basis we see different trends pouring in the market and taking
everybody in its stride and the aesthetic changes that renew the wardrobes of
fashionistas and ordinary people are also phenomena dictated by the logic of
trend. Clothing and Apparel Industry is no exception to this phenomenon with a
new trend coming out every other day, the tedious task has become to be
updated on them. Taking the people’s point of view- they always want to stand
out in the crowd, create their own space, be unique and for that they search for
inspiration from the fashionistas like celebrities, designers, bloggers, etc.
A term that has been creating a lot of buzz in the industry, amongst the above
mentioned is bloggers. Bloggers in the simplest form can be described as one
who blogs and blogs have become an extremely important part of the Internet.
What started mostly as a way for people to keep others up-to-date on their lives
has shifted entirely into a new category altogether. With over 110 million blogs
currently existing, and an estimated 175,000 new blogs being launched every
day [ CITATION Shu13 \l 1033 ], bloggers have built communities and reputations
based on their knowledge and their dedication to sharing it through their desired
blog pages. A fashion blog is one such element which covers different areas of
interests among youth about clothing, accessories, current fashion trends,
product reviews, beauty products etcetera. Fashion blogs substantially
contribute to the democratization of fashion and freedom of aesthetic
expression. In India the trend of fashion blogging has increased subsequently.

If we talk about India, then there are more than 50,000 fashion bloggers. There
are many fashion bloggers in India. Famous among them are-

1- Santoshi Shetty who is well known for her mix and match style and her blog
‘Thestyledge’ is top-rated on the internet.

2- Kritika khurana has a great fashion sense and she is known for her bohemian
fashion. The name of her blog is ‘Thatbohogirl’.

3- Masoom Minawala has been awarded India’s best luxury fashion blogger
2019.Her blog takes care of people of all the ages.

4- Anshita Juneja is the founder of the blog ‘Vanity No Apologies’ and has over
25000 social media followers.
5- Aashna Shroff is the editor and founder of one of best fashion and beauty
blog “the snob journal”. Her blog presents the best of beauty, design and her
globe-trotting ways that inspires us to try something new and revamp our closet.

To a certain extent, blogging patterns of influencers intervene in the process of

consumer experience, both consciously and subconsciously, generate yet mold
consumer’s attitude towards featured products. Especially, as this notion is most
prevalent within the apparel, our research would focus on the target audience
from apparel industries. The thesis will propose a further analysis on blogging
experiential influence with a specification of influential patterns and activities
practiced by bloggers, with its comparable impact on the consumer decision-
making process; thusly signify the appropriation of this marketing tactics to the
mutual benefits of all parties involved.