When you’re a fashion blogger you can’t really be content with just posting about fashion.
You’re also constantly trying to make it a fashion blog.
So the question is, how did the blogosphere turn into a place where fashion bloggers could make money and make their brands famous?
In an article for The Conversation, blogger Aya Sorensen, founder of the Danish fashion blog Topknot, talks about how her team started the company with a budget of just $200 to $250 a month.
The goal was to create a fashion business with a low overhead, she explains.
The idea was to be as efficient as possible and to be a part of fashion’s success.
Topknot was started in 2005 by three women, Sorensen and her husband, who were working in the fashion industry in Denmark.
They were tired of the pressure of being a part-time fashion blogger.
They wanted something that was more efficient.
“We wanted to do something that wasn’t just an art, it was more like a business,” Sorenesen told Business Insider in an email.
When Topknt first started, it cost $1,000 to start a business, but now it costs $100 a month, which is a fraction of the cost of starting a traditional fashion business.
“It’s just a small business and we do it for ourselves,” she said.
Now, Topknovers is worth around $500,000, which has made it the most successful fashion blog on the internet.
For Sorendorsen, the success of TopkNovers is down to the fact that it’s more like her day job.
“I used to work at a retail store and my job was selling clothes.
Now, I do it on my blog,” she says.
So how did it work?
The Topknos team was the first one to use a paywall, and it wasn’t until after the launch of the site that it started to attract some serious traffic.
“Our paywall started as a test, and as soon as people started coming back we started paying more attention to them,” Soretnsen said.
“And that’s when the traffic started to increase.”
Sorensens business model is pretty simple: She sells her clothes at her shop for about $3 a piece.
She then sells the rest of her clothes on the website for about 25% to 30% less.
In this model, she says, she gets paid by sales, not commissions.
But she says the main reason she can make so much money is because the price of the clothes she sells is pretty high.
Soretnsens goal is to sell more than a few pieces of clothing a day, and so she works hard to keep up with demand.
As the blog is growing, the staff is also growing too.
“We have over 10 people working on our site right now, so we have a really good team,” Soresen said, “and we have one of the most diverse teams in the whole fashion business.”
TopKnovers has recently launched a new website, TopKnoven.com, which allows people to search for their favourite fashion bloggers and brands.
“As a result, we are growing a lot more rapidly than we were,” she added.
It’s not the first time that TopkNOvers has taken on a fashion venture.
Sorennens own fashion business, The Daughters of the Revolution, was launched in 2006 and has since gone on to earn more than $2 million.
However, her business model has remained very much the same: she sells her fashion through the site.
And while Sorenos success is largely down to her ability to turn a small profit, it also has a big impact on the business.
She says her success is because her blog has a large audience.
“You have to be able to turn that audience into sales to keep going,” she explained.
“If you have a small blog, you can easily lose the audience.”
She believes that it was the fact the company had a smaller audience than her previous business, Topknisters, that made it so profitable.
“They are a very small company, and that makes it really hard to grow,” she told BusinessInsider.
That is why Soreniks business model of selling clothing and selling her products is very important to her.
“The way I see it is if I’m selling a garment, the more people that come to the shop, the better it is,” she concluded.
“So it’s really important to have a large fan base.”