<p>Abstract</p><p>Title: “Fashion be in fashion” – a qualitative study of the phenomen fashion blogs (“Mode är på modet” – en kvalitativ studie av fenomenet modebloggar)</p><p>Number of Pages: 46 (54 including enclosures)</p><p>Author: Maria Rydström</p><p>Tutor: Else Nygren</p><p>Course: Media and communication studies D</p><p>Period: Spring semester 2007</p><p>University: Division of Media and Communication, Department of Information Science,Uppsala university</p><p>Aim: Contribute to the understanding of a yet unexplored domain, fashion blogs. And contribute to a discussion of the roll of fashion blogs in the swedish fashionindustry.</p><p>Method: Qualitive textual analysis of three fashion blogs and interviews with the authors to the three fashion blogs. Completed with six interviews with experts from the fashionindustry and the blogworld.</p><p>Main results: The authors behind the fashion blogs are young women living in big cities.They write about fashionnews, runway trends, fashion items and style outfits worn by them selves. Fashion blogs provide a new way to follow trends and spread them to the society. Theauthors behind the fashion blogs are opinionleaders with high credibility who uses their personal language to create a bond to their readers. The readers of fashion blogs are firstyoung women between 16-23 years old and second older women between 30-40 years old, some men are also readers. Fashion blogs can be used as strategic tools in marketing.</p><p>Key Words: fashion blogs, opinionleader, credibility, Lasswells communicationmodel, fashionindustry, consumption</p>

Abstract Title: “Fashion be in fashion” – a qualitative study of the phenomen fashion blogs (“Mode är på modet” – en kvalitativ studie av fenomenet modebloggar) Number of Pages: 46 (54 including enclosures) Author: Maria Rydström Tutor: Else Nygren Course: Media and communication studies D Period: Spring semester 2007 University: Division of Media and Communication, Department of Information Science,Uppsala university Aim: Contribute to the understanding of a yet unexplored domain, fashion blogs. And contribute to a discussion of the roll of fashion blogs in the swedish fashionindustry. Method: Qualitive textual analysis of three fashion blogs and interviews with the authors to the three fashion blogs. Completed with six interviews with experts from the fashionindustry and the blogworld. Main results: The authors behind the fashion blogs are young women living in big cities.They write about fashionnews, runway trends, fashion items and style outfits worn by them selves. Fashion blogs provide a new way to follow trends and spread them to the society. Theauthors behind the fashion blogs are opinionleaders with high credibility who uses their personal language to create a bond to their readers. The readers of fashion blogs are firstyoung women between 16-23 years old and second older women between 30-40 years old, some men are also readers. Fashion blogs can be used as strategic tools in marketing. Key Words: fashion blogs, opinionleader, credibility, Lasswells communicationmodel, fashionindustry, consumption