Chiara Ferragni is one of the most well-known fashion influencers today with over 17 million followers on Instagram. The 32 year old Italian influencer began her career in the fashion industry writing her blog-turned-lifestyle website, ‘The Blonde Salad’ in 2009, while studying for a law degree at Bocconi University in Milan.
Chiara’s blog became such a hit she never finished her degree. Instead she focused solely on her blogging career which was earning her a comfortable living. Two years after launching her blog, she was named “Blogger of the moment” by Teen Vogue.
Soon after, Forbes named Chiara in its ‘30 under 30’ list of successful people. She has since collaborated with a long list of designers and brands including Dior, Prada, Fendi, Levi’s, Mango and more.
Ferragni’s own brand the ‘Chiara Ferragni Collection’ began in 2013. Initially focussing on footwear, the brand has since expanded into clothing, accessories and childrenswear with revenues of over 30 million euros. Chiara’s products come with price tags of 100 euros and up, so her brand is definitely not considered on a high street level.
How Did Chiara Do It?
So why is Chiara Ferragni considered one of the most influential fashion bloggers? Before Chiara even launched her site, she had already built a significant online following by sharing her looks on sites such as ‘Lookbook.nu’.
Once she had captivated her audience they followed her to Instagram. Here she began building a team of experts who could assist her brand in areas where she lacked knowledge. The online world is constantly changing and in order for her to survive she has had to evolve with the trends and change her business to fit in with the new direction of her audience.
Harvard Business School used Chiara as a case study in how to monetise a blog and a personal brand. This shows just how influential she has become. With one of the highest influencer followers, it is easy to see why so many brands are desperate to work with Chiara. One of her ad posts can increase their business sales significantly.
Chiara Does It All
Interviewed earlier this year by Vogue about her new documentary ‘Chiara Ferragni: Unposted’ (which is about how social media and the internet have changed the rules of fashion) she is quoted as saying “Seeing that I succeeded, my followers can get a source of inspiration that tells them: ‘I should try it as well’ and that’s the most powerful thing. I’m happy because I’m proud of the person that I am and I’m happy that people can see that and find it inspiring in their own way.”
From blogger, to influencer, to international businesswoman and now in her new role of a mother, Chiara Ferragni seems to be able to do it all. She has set the bar high for all bloggers who aspire to be just like her. Chiara is one of the main reasons why being a fashion influencer is seen as a career today.
With the majority of her posts being an advertisement of some sort, from a consumerism sense, is Chiara one of the people we should be blaming for the mass influx of influencers today who are after a piece of the fashion cake?