The rise of bloggers & vloggers and how it impacts the beauty and fashion industry6 Points Research Process Presentation

Teo Jia En, 12565, BAFMIN5BB-FH302 Research Methods in FashionLasalle College of the Arts

Supervised by Lucinda Law

1. What is your topic surrounding your research? Define the perimeters of the research.

Working Title: The rise of bloggers & vloggers and how it impacts the beauty and fashion industry.

Technology - video media on the Internet.

Identity, and the fashion image of how bloggers and vloggers portray themselves and are perceived by their audience.

Evolution of how fashion and beauty are presented over the internet from the traditional static information to contemporary moving videos.

Design for innovation and technology, possibly creating new platforms and online business models for fashion and beauty communication and consumption.

2. Explain what has been written about the topic before? Evidence this with a bibliography list of at least three authors and briefly discuss how they will help you frame your topic research.

1. Blogging for Fame and Fortune, By Jason R. R. Rich – Chapter 8: Vlogging Your Way to Stardom

2. YouTube for Business: Online Video Marketing for Any Business, by Michael Miller

3. The Uses of Digital Literacy, By John Hartley

1. Step by Step Instructions on how to be a popular vlogger.

2. Explains why Online Video Marketing is relevant and useful for Businesses.

3. Explains the uses of Youtube Digital Literacy and the evolution from Print to Digital Literacy

4. Brands & Branding, The Economist edited by Rita Clifton

5. The social economy: Unlocking value and productivity through social technologies. – McKinsey Global Institute, July 2012

6. The Fashion Theory: The Journal of Dress, Body & Culture:Personal Fashion Blogs: Screens and Mirrors in Digital Self Portrait

4. Explains how consumers engage online and how brands can interact with consumers online.

5. The evolution, value, implication and future of social technologies.

6. The Language of New Media - the meaning and implication of personal fashion blogs in the fashion world.

2. Explain what has been written about the topic before? Evidence this with a bibliography list of at least three authors and briefly discuss how they will help you frame your topic research.

3. Why is this topic worthy of research in the field of fashion?

1. Social media, bloggers and vloggers are an increasing phenomenon and a force to be reckoned with. - 77.9% of the Singapore population is on Facebook. (Socialbakers.com)- 4 billion hours of video are watched each month on YouTube (Youtube)- The average internet user in Singapore spent 10.5 hours viewing video in April 2010, consuming 130 videos for a period of 4.9 minutes per video on average (Youtube)

2. Little literature about this specific topic currently.

3. Which will be very useful to beauty and fashion brands all over the world to reach out to their audience through the blogging and vlogging platforms.

4. What do you foresee to be the central problem/conflict/issue in this topic that you want to research about?

1. Refining the area of discussion.

2. Finding the right case studies for application.

3. Applying to the market in Singapore.

4. Obtaining the replies for first hand research materials.

5a. Provide three various topic questions in which the essay can be narrowed. Highlight 3-5 key words for each question. You’re required to put them in question forms on how you’ll explore each individual research using the key words of your research.

1. The rise of bloggers and vloggers and how it impacts the beauty and fashion industry.

2. The increasing phenomenon of social media and how it affects the beauty and fashion industry.

3. The increasing popularity of online videos and how this affects brands in reaching out to their consumers.

5b. What are the fashion or relevant designers, artists, labels, companies, etc that might serve as your case studies for your research?

Local Case Studies

• Local Social Media Celebrities like Xiaxue, Qiuqiu, Sophie Wilocq & Diana Chan

• Local Social Media Brands like ClickNetWork.tv, Reelity.tv & Nuffnang.

• Local brands like Garnier, Maybelline & Watsons.

5b. What are the fashion or relevant designers, artists, labels, companies, etc that might serve as your case studies for your research?

Global Case Studies

• Global Social Media Celebrities like Michelle Phan, MissGlamorazzi, Xteeener & Susie Bubble.

• International brands like H&M, Mango, Burberry, Ralph Lauren, Chanel & Hermes.

Essay Outline

• Definitions of bloggers and vloggers.

• If and why the vlog/video is more appealing.

• Personal identity of bloggers and vloggers. How they rise to stardom. Computer screen/internet as the mirrors of hyper modernity.

• Democratization of fashion. From the elite to the masses in terms of idea/trend development, production and reproduction. – Fashion bloggers & brands collaborations.

• New media: Culture & Image.

• Local perspective and brand collaboration examples: Statistics, news articles, and first hand interview answers.

• Global perspective and brand collaboration examples: Statistics, news articles, and first hand interview answers.

• Looking ahead. Conclusion.

Explain how your research and writing of the paper are feasibly conducted within your given time line, subject knowledge/interest and the world count.

Thank You :)This is only the beginning.