In this post on the Comms Women platform, Louise Stuardi, a student at the University of Alabama, College of Communication and Information Sciences, analyses a book chapter by Yulia Segarwati and Ajeng Dinar Yumita on Indonesian fashion bloggers.
Personal branding has been essential to success in the fashion industry in the current digital era, particularly for bloggers and influencers. Evita Nuh, an Indonesian fashion blogger who has developed a strong and distinctive brand identity from an early age, is a noteworthy example of this. The academic paper Personal Brand Establishment of Evita Nuh as Young Indonesian Fashion Blogger examines how she has established a reputation outside of Indonesia and successfully negotiated the competitive environment of fashion blogging.
At the age of nine, Evita Nuh launched her fashion blog, JellyJellyBeans, and gradually built a devoted fan base. Her accomplishments demonstrate the value of personal branding in the online fashion industry. Peter Montoya’s Eight Laws of Personal Branding—specialization, leadership, personality, distinctiveness, visibility, unity, persistence, and goodwill—are in line with her branding, the study finds.
Evita’s success is mainly due to her area of expertise. She stands out from other fashion bloggers thanks to her distinct sense of style, which is influenced by Japanese and Korean fashion. She stands out in the busy digital scene due to her consistent style and ability to choose clothing that expresses her individuality. The Law of Specialization, which stresses concentrating on a niche to develop a powerful brand, is consistent with this.
Her leadership in the fashion blogging industry is another important factor. Despite her youth, she started contributing to Go! Girl Magazine on a regular basis and even started her own clothing line, Little Nuh, which was followed by a bag line called EN.PENS. Her reputation as a fashion guru was strengthened by these business endeavors, which also enabled her to become known as a trendsetter rather than only a blogger.
Another significant aspect of Evita’s brand is her authenticity. Even though she has been open about her battles with social anxiety and Asperger’s syndrome, her fans still adore her for it. On the contrary, it has improved their relationship with her, demonstrating the value of vulnerability in personal branding. Her ability to find a balance between professionalism and openness shows how an excellent personal brand can flourish even while revealing personal struggles.
Another essential component of her brand’s success is visibility. She has remained relevant in the digital fashion industry by utilizing social media platforms and incorporating her blog with Instagram and other channels. Her reach and influence have grown as a result of her cross-platform presence.
Lastly, Evita’s longevity can be credited to her determination in upholding her brand identity. Even though fashion trends shift quickly, she has maintained her distinctive style, so her fans will always be able to identify it. Her status as a respected fashion influencer is further supported by the fact that her blog continues to be a useful source of product evaluations, fashion inspiration, and personal insights.
Evita Nuh’s journey demonstrates how crucial personal branding is to fashion blogging success. Fashion bloggers may make a lasting impression by remaining true to themselves, staying authentic, and regularly interacting with their followers. Aspiring influencers trying to find their place in the industry can find inspiration in her story.
Reference
The chapter can be downloaded from this link: https://eprints.ums.ac.id/85766/1/10.%20Multiple%20Platform%20in%20Transformative%20Public%20Relations,%20Cultural%20and%20Tourism.pdf#page=175