Özet:

Blogs emerged as a result of the extensiveness of digital media and constitute an important portionof social media are effectively used in the field of fashion. Although there are many blogs in various different topics, the fashion blogs are one of the most popular ones especially in recent years. The importance of these blogs becomes more clear when their power to influence people and effect to create awareness towards brands are taken into account. In the study, the main goal is to make descriptive analysis of blogs in regard to the ways they approach the concept of fashion and entire content of three chosen fashion blog in year 2015 is analyzed. As a consequence of the analysis, it is found that an important percentage of the content was allocated to apparel but it is also clear that the apparel section is not limited only with clothing. Instead, it is noted that handbags, shoes, watches, glasses and accessories are considered as a whole together with clothing combinations. Another finding is that the blogs contained elements such as personal care, beauty, travel, food & beverage, decoration as a part of a lifestyle. In addition to these conclusions, usage of a great number of photographs in content, the presentation of the clothing combinations by the blogger himself/herself, placing texts in the background and pictures in the foreground, giving place to brand and product names and emphasizing each brand that play a part in the combination separately can be considered among the other important findings of the study.

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