How to avoid the ‘lazy’ celebrity blogger
The “lazy” celebrity blogger has become an emblem of a new era in the world of celebrity journalism, with a growing array of websites catering to the tastes and expectations of its most rabid readers.
And the most popular ones are now thriving, offering a new breed of luxury brands for readers to flock to.
It’s a sign of things to come, experts say, as the new breed and the industry itself are beginning to catch up to the expectations of a consumer whose most significant asset is their time.
“The big challenge for the industry is to keep the consumer in a constant state of constant engagement with new products,” says Kevin Lee, an associate professor at the University of Calgary’s Sauder School of Business.
“It’s really difficult for the consumer to know what’s in a brand or a brand to be in a state of perpetual flux.”
The problem is that there is a lot more to it than what is on the shelves.
“The consumer is an investor in brands,” Lee says.
“They’re the one who buys everything.”
This year alone, the likes of H&M, Calvin Klein, Louis Vuitton, Burberry, Ralph Lauren and Calvin Klein have gone on sale in Canada, and a few others are already in stores in the United States.
It all comes down to how brands are marketed.
It might seem a little crazy to start with, Lee says, that people want a lot of the same things that celebrities do.
But that’s what happens when you build an industry around a brand, which is what brands have become.
For example, a fashion brand like Prada, which had its first pop-up in Toronto this spring, has a following of celebrities.
“We had a big fan base in Toronto, and I think we were able to connect with them through Prada,” Lee explains.
“You’re talking to a lot different types of people in the same city.
It was a big hit with a lot people.”
And that is the beauty of brands like Pradab, Lee believes.
They cater to a specific demographic of the world’s most avid fans, and that means that the brand is constantly evolving.
“Prada is a brand that is constantly changing,” Lee continues.
“I think people who come into the brand and buy Prada might not even know that there are three more Pradabs on the market.”
There is no single answer to this dilemma.
In fact, there’s a good chance that your average reader doesn’t even know what a Pradapost or a Prada is.
Lee says that for now, the best way to ensure that your readers get what they’re looking for is to create a brand-specific website for the brand that has the right personality and is fun to browse.
“There’s a lot that you can do with that, but I don’t think there’s any right answer for every person,” he says.
In his experience, brands need to make sure that their sites are accessible to a wide range of audiences, not just a few specific ones.
“That means that you have to have a site that you’re really engaging with,” Lee adds.
“If you don’t, then the traffic isn’t going to come.
And if you don