The Fashion Journalist

When and how did you get into fashion?

My first fashion job was at French Connection at the age of 16! However, after University I did a post-grad in magazine journalism, started working on the news desk at Retail Week, then moved over to ‘fashion bible’ Drapers. I stayed at Emap for about 3 years.

Your blog focuses around online fashion, where do you think fashion will go online?

Buying fashion online is fast becoming the norm for young shoppers, with the likes of Asos, Net-a-Porter and most recently Fashionair raising the bar for fashion retailers. Fashion websites are fantastic because they can be reactionary, enabling them to quickly adapt to new trends and feedback from customers. Concerns over the safety of purchasing online are also decreasing, as shoppers get more and more accustomed to buying goods online. I predict that online fashion retailers will see double digit sales growth continue for many years to come, and as returns and delivery options become easier, more and more shoppers will migrate online as well.

Favourite fashion brand and why?

I love high street brand Zara- fast fashion at its best! The brand has a 6 week stock turnover, which keeps the stores fresh and enticing. The price points are great- very affordable, and the clothing is on trend, fashionable and fits well.

Career highlight to date?

From a news journalist point of view, I wrote a story when I worked at Retail Week (about Woolworths running out of toys for Christmas) which got on to the front page of The Daily Telegraph - a first for Retail Week! From a fashion perspective, launching my own fashion/beauty blog www.fashionbite.co.uk, the feedback from readers has been fantastic.

What makes a good fashion blogger?

A good fashion blogger, or any blogger for that matter, has the ability to create an individual voice and style, whilst remaining true to their word. Blogging is opinion-based journalism- if you don’t post honest accounts, readers will see right through you. My blog is (hopefully!) engaging, fun and accessible to my readers. I offer a mix of news, website reviews and product launches (focusing on online fashion/beauty companies) the kind of thing I’d like to read myself.

Any tips for someone wanting to break into fashion journalism?

It’s a competitive industry but as with most things in life, if you’re passionate and determined you’ll go a long way. However, it’s also not as glamorous as it sounds- so I’d advise doing some work experience on a fashion magazine before paying for any courses- you might just change your mind!

Where do you get your inspiration to write?

I am constantly on the look out for exciting, new website launches, fashion labels or beauty brands for my blog and I regularly talk to people within the industry. The internet is a vast source of inspiration in itself, along with trade shows and press days.

What’s the future got in store for Emily?

I’m currently freelancing, writing fashionbite.co.uk and guest blogging on behalf of other companies. I hope to grow fashionbite into a successful brand one day and online is the perfect medium in which to do so!

Favourite pastime outside of work?

I used to live in Brighton, so I love to go down there and visit friends whenever I can. There’s nothing like fresh sea air (and great pubs) to clear the head!