The following case studies will show three examples of influential fashion blogs. Firstly, a brief outline of the blog background will be given and secondly, it will be shown how the blogs have managed to incorporate leading fashion brands into their blog communication by giving an example of one significant blog post each. 

The internet as it is known today, has changed the way customers shop for their brands of choice. Physical customer-brand-interaction is being joined by digital interaction. However, potential and existing customers do not solely inform themselves about brand innovations on a brand’s official website but secondary sources, such as online communities, have gained popularity for consumers in order to seek information, be entertained or pursue social relationships (Kulmala et al. 2013).