Purpose - The aim of this study is to analyze fashion bloggers, in order to discover their characteristics and their influence. Thanks to the Internet, they are able to have a global presence, to reach a massive market and they have become a new communication channel for brands. Fashion bloggers are a new phenomenon with a higher perspective to represent the new influentials.
Design/methodology/approach – First an online questionnaire was designed focused on the three key attributes of an influential, a sample of 253 bloggers was obtained. Secondly, we studied 40 most important Spanish blogs, quantitative study was conducted by looking at one of the most important parameters for the influence that is interaction in the blog and social networks.
Findings – Findings show de profile of influential fashion blogger: personal characteristics, knowledge criteria and social factors. It also shows that they are very little blogs that really can have a great influence or at least a daily influence.
Research limitation/implication - Future studies may deepen the impact of fashion bloggers at the time of purchase quantifying a company's sales through communication campaigns supported in fashion blogs
Practical implications – The study help fashion companies to indentify influential fashion blogger in order to do successful strategies and communication campaigns in fashion companies.
Originality/value – The study not only confirms previous findings regarding bloggers and the importance for prescription, but it also expands the description of this key actors and how to find them.

• Pedro Mir(ISEM Fashion Business School)
• Teresa Sádaba(ISEM Fashion Business School)
• Patricia SanMiguel(ISEM Fashion Business School, Spain)