Blogging During a Pandemic

For most of America, we’ve been in lockdown since the second week of March, and now we’re in the first week of May. Some parts of the country are opening up, but I plan on staying in place even if my state lifts shelter in place orders because I know this virus isn’t over, we don’t have a vaccine, and lifting orders just means beds have opened up in the hospitals to accommodate more who contract COVID-19. But that is not what this post is about, this post is about what it has been like blogging during a pandemic. I am a full-time blogger, influencer, and content creator and the breadwinner for my family. Needless to say, the past several weeks have not been without stress. However, I do not regret this career choice and with some adjustments have been able to continue to have this career support us.

Blogging During a Pandemic: How it Has Affected me Financially

Ad Revenue is Down

Ad revenue is a large portion of my income and traffic dropped by about 50% the first two weeks of the USA shutdown, reducing how much I made from the ads on my site. On top of that, advertisers weren’t buying ad space, which reduced the amount of money made per visit to Wardrobe Oxygen. Traffic has returned to about 90% of what it was before the pandemic, but I am still making half of what I used to from ads due to the lack of advertisers.

Affiliate Revenue is Down/Different/TBA

I make the largest percentage of my income from affiliate revenue. Each time someone clicks an affiliate link on my site (and about 90% of the links to products on my site are affiliate links) I made a bit of money. Sometimes it’s pennies, sometimes it’s more, it really depends on how much is bought in that purchase and the percentage of commission that the retailer offers.

The first couple of weeks of the pandemic, purchasing was down. The first week it was down about 75%, the second week about 50%, and it has slowly increased not only to where it was, but on occasional days it’s more like a day in the holiday season with the amount of purchasing taking place. Weekends have the most sales while in the past the most sales for me happened on Mondays. The purchasing is also different; I used to sell a lot of corporate looks and statement/dressy pieces but now it is more loungewear, sleepwear, bras and other intimates, and lifestyle items (home, beauty, food, etc.).  

Many retailers have shut down their affiliate programs. Macy’s, J. Crew, Dick’s Sporting Goods, Lord & Taylor, Clarisonic, Blue Apron, Vinyard Vines, Bare Minerals, Dillard's, Pier 1, TJ Maxx, Madewell, Sally Beauty, Marks and Spencer, The Real Real, and Net-a-Porter are just a few of many retailers that have stopped paying out commissions. Some have shut down and brought back their programs, and I know as this continues more retailers will stop offering commissions.

Some retailers have reduced their commission percentage. One that is best known is Amazon, which is a retailer that cannot say they’re doing this to save costs and remain afloat. However, most of the other retailers that have done this are doing it to try to find a way to stay open without sacrificing those who promote their products and increase sales. One retailer has changed their commission amount at least five times since the beginning of March, switching from 0 to 5 to 3 to 0 again. One retailer I feature and continue to feature regularly cut their commission percentage by 10%, others have done in half, or just by a few percentage points.

Retailers are also paying out commissions more slowly; I have commissions that I should be receiving as the net-60 or net-90 window has passed yet I haven’t received payment… and I don’t know whether I will.

Sponsored Content is… Different

The first couple of weeks, the idea of sharing sponsored content felt incredibly tone-deaf. It was hard as I had contracted work scheduled to go live the second half of March. However, after the first week or two, audiences seemed more understanding that this is a job, that brands they love hired us to promote their products and still need sales and eyes on their stuff to make those sales. I adjusted the wording of some sponsored posts to feel more appropriate for what the country was going through and grateful to brands who were willing to accept such changes.

As time continued, some of the brands I work with asked if I could reduce my rates since their budgets were minimized not knowing the future. However, now that we are several weeks in, most retailers have gone back to regular rates for ads, at least in the niches that I promote on social and this blog.

Previously, I would be contacted several weeks in advance about a planned campaign. I would get the product and have at the minimum, a week to create the content and submit it for review, and then it would go live at least a week, sometimes a month after that. Now it’s product overnighted and sometimes needs to be shot the day it is received to go live either the following day or later that same week. In a pandemic, things sell out, and also news changes drastically so you need to get that ad out before another tragedy takes over our timelines.

You know how in the past month you have been receiving emails from brands you haven’t bought from in a decade letting you know they have upped their sanitizing game, they’re offering curbside pickup, they’re here with you and they need your support. Well, the same is happening for influencers. Brands that ghosted us, brands that went so far to send a, “no, you are not our aesthetic we are not interested in ever working with you” emails, brands that would never give us the light of day are reaching out. They say we’re part of their family, they care about us, and will we create content for free (that has certain guidelines for what it looks like, what it says, and they need to review before posting) to share how they are doing such good by some charitable thing that is clearly just for PR and not making a major impact. By creating this content, we may then be lucky enough to be considered for future paid campaigns. These are big retailers that are under even larger corporation umbrellas, not small businesses that could use a lift.

I used to only do two, maybe three sponsored pieces a month. However, with the change in ad and affiliate revenue and an unknown future, I am accepting more as long as it is in line with what kind of content I already create. However, I am more cautious about which brands I partner with; even if I had a past relationship with them if the brand has not done right by their staff or made public statements that show they don’t care about their customers I am no longer working with them.

A couple of brands admitted outright that payments will be delayed since accounting is working from home. Other brands have just been delayed in payments and have no ETA on when I will get paid. Some other brands have changed their payment setup; previously they paid by ACH or check and now are sending payments via PayPal.

We All Know Travel is Canceled

I was heading to Richmond, Virginia at the beginning of April to attend the Rebelle conference for a second year.  I was going to do a giveaway of tickets on Instagram. This conference instead of being canceled has gone virtual, but it's canceled travel.  In May, I had a sponsored trip to New Mexico for a week with a group of fellow influencers.  Canceled.  In June, I was speaking at the Mediavine conference, the biggest conference I have ever spoken at. Canceled (though I will do a virtual version of my presentation this summer for Mediavine members). A week later, I had a ticket and hotel to again attend the Firefly music festival. Some of these, I was going to be paid, some I was just going to enjoy the experience.  This is the part of the pandemic I am the most okay with.  The last thing I want to be doing right now is traveling or inspiring others to travel.  The best thing is to stay home, and I am grateful that I have a job that allows me to work from home.  

related: how bloggers and influencers make money

What to Write About During a Pandemic?

There is enough information out there about the coronavirus, a blog isn't expected to be a news source, nor does anyone want it to be one.  That being said, I am seeing from all of you that you don't want me to pretend that nothing's wrong.  It's finding a balance, creating for the new normal. 

Outfit posts feel silly, or else will be pretty boring.  I mean, you don't need seven photos of me walking down an empty street in joggers and a sweatshirt, nor do you need pictures of me in pumps and a pantsuit. As time goes on, I will do more outfit posts, but right now the occasional one with the week recap each Monday feels right to me.

I really think it's important to shop for quality, not quantity.  I think many of us are using this time to clean out our closets and organize our homes and we're finding we bought a lot of stuff that we either didn't need or didn't hold up.  I want to focus on buying less, shopping with care, and voting with our wallets.  Many have also been laid off, furloughed, or on a reduced salary due to the pandemic. However, many are all still shopping, either as a way to distract ourselves or to supply ourselves with what we need now or will eventually need.  Instead of having multiple sale posts or incorporating them into my Saturday post, I dedicate a single post each Friday so readers can decide whether or not to read it. 

I want to offer distraction, and am glad more than ever that I began Weekend Reads each Saturday.  It has been two years of this series, and it's so much fun to put together and receives so much engagement.  While many of the links I share these days are related to the pandemic, I try to find a balance so it's enjoyable and insightful, and always with a great song for the rest of the weekend. 

Content will continue to change as we deal with this longer, restrictions are lifted, and we learn more about this virus.  The longer I am home the more creative I become with ways to create content and take photos.  I am using this as a challenge to accomplish more with less. 

Finding Purpose as a Blogger 

When this all started, experts said to never discuss the pandemic. We were told to specifically never use the words coronavirus, pandemic, virus, COVID-19, and such on our blogs as it wouldn’t appeal to advertisers, thereby decreasing ad revenue. Google would “ping” us for such content because Google is working hard to hide hoaxes and inaccurate information sites and use of those words may get us flagged. And I tried to do that. I used “during this time,” “shelter in place,” “being at home,” and vague terms like that and it felt so trite. How could I ignore what was affecting literally the entire globe? Experts said don’t write content for the pandemic, it’s not “evergreen,” it won’t be relevant in a few weeks. I adjusted content to be good for staying at home, figuring many will continue to telecommute after this but it still felt too vague for such a major event. So I stopped listening to the experts and began writing the forbidden words and creating content that made sense for now.

I was feeling terrible about this being my career, not because of the possible financial issues, but because of the point of it all. People are dying, families can’t afford food, and I am writing about swimwear and mascara? But by addressing the pandemic in my content, it allowed me to see that Wardrobe Oxygen could still be valuable. It can be a distraction, it can help people transition their wardrobes and beauty routines to this new normal, it can help people feel less alone. Just like I can’t please every person who reads this blog, I can’t help every person who needs help. But I can do what I know how to do, and just pivot so the content continues to be relevant.  And I'll continue to refine my content so it's beneficial and relevant. 

Do I Regret Leaving Corporate America to Blog?

Just two weeks before the pandemic, an old coworker emailed me to let me know they got a new job. This person was hired just a few months after I was at my last company. We worked together for almost a decade; even when we were in different departments we still kept in touch and I helped out on some of their projects. That person was the last one from our old team to leave the company. Hearing that person moved on made me feel really good about my leap to full-time blogging at the end of 2017. I felt I did the right thing, this was a new chapter for all of us.

Two weeks after the pandemic, an old colleague emailed me asking if I still did contract work in my old field. I did take on a contract the summer of 2018 and almost did one last summer but the terms changed. I didn’t want to do this work, it would be near impossible to do it and the blog at the same time but with the pandemic, would my blog even exist? I needed to think about my family, our financial future. So I researched my old work, updated my resume, and applied, grateful that I left my old job on good terms and was remembered for being talented and hardworking. That contract hasn’t panned out so far and I am grateful. I have enough work right now to keep us financially stable, and no time to take on another project. If the contract happens, I will do it because I see it as a way to keep one foot in Corporate America while keeping my skills fresh and working with some amazing people, but if it doesn’t I will also be happy. I love Wardrobe Oxygen, I love the community, I love writing, and I hope that this pandemic doesn’t stop what I have been passionately in love with for 15 years.

What Does the Future Hold for Bloggers and Influencers?

I’ve seen plenty of think pieces about how this pandemic is the end of influencers and… I think they’re written by people who don’t understand this career and are just being armchair quarterbacks. Influencers are cheaper than hiring models and photographers and a studio and editors and not only that, they come with a built-in audience. Influencers can create content in their bedrooms and bathrooms and have it up on the internet within 24 hours. Influencers have a finger on the pulse of their community, knowing what will work for their audience, and allow brands to target multiple demographics with different tones and aesthetics. I honestly see influencers more valuable than ever.

However, I do see a lot of influencers quitting by the end of this. Those that never connected with their audience, those who only do it for the free stuff and the likes, those who aren’t able to pivot, those who haven’t diversified and focus solely on Instagram, or solely on travel, or solely on designer handbags. We went through a period where bloggers could be successful with five high-res images of them walking through a town center with a latte and some links to what they were wearing. Most of them moved to Instagram where they could achieve the same with a witty caption and a link to their LikeToKnow.it profile. I’ve seen for at least a year a trend towards blogging of yore. Longer captions on Instagram, long-form content on blogs and sites like Medium. The desire for community through Facebook groups, in-person events, and now the increase in Instagram and Facebook Live sessions. I think that trend will only intensify this year. And as someone who writes a novel when a paragraph will do, I welcome it. I don’t write for Google; I write for you. And I look forward to continuing this relationship.

We influencers and bloggers have already pivoted, and we’ll continue to do so if we care about our audiences, our career, and the world around us. I see influencers being less homogenous as this continues; I’m already seeing how influencers I related to quite well I can’t connect with as easily now because we live in different cities, have different family situations, different financial situations. Audiences will seek out those they can relate to, as life has made us focus on more than just appearances.

How to Help Your Favorite Blogger or Influencer

Many have asked how to help us during this time, and there are many ways to do so without spending a dime:

  • If you are shopping online, consider using our affiliate link. You can click on any link for a retailer, not one specifically for what you wish to buy and we will get a commission. Many sites have a “where I shop” list in their sidebar or on a page. I wrote about how bloggers and influencers make money at this post, I encourage you to read it as it’s not just about blogs but all sorts of websites and online content hubs.
  • Visit our sites. If you usually follow on Instagram or get our posts via email, come on over and say hello. Traffic to our sites not only helps with ad revenue, it also helps our Google ranking and offers better metrics to potential sponsors that will pay to advertise on our sites.
  • Follow. Follow us on Instagram? Consider also following on Facebook or Twitter or Pinterest or YouTube. Brands look at the number of followers an influencer has and the more the better. Also, most influencers in 2020 have different content on each channel.
  • Share. If someone asks for advice in a Facebook group or a message board and your favorite blogger wrote about that topic, share that blog post in a comment. Share an influencer’s photo on your Instagram stories if it resonates with you.
  • Engage. Leave a comment, like or heart content, swipe up on their Instagram Stories, start a thread in their Facebook group, when their content is shared by a brand engage there and let the brand know why you like that influencer or blogger.  Not only does this show brands that the influencer has a legit following, it also motivates the influencer to continue creating for you!

I don't know what the future holds, very well this post will be inaccurate in a week's time.  But I wanted to document what it has been like the past few weeks blogging during a pandemic.  As always, I am happy to answer any questions you may have as you deserve to be an informed consumer!

81 Comments

  1. Chris
    May 16, 2020 / 4:06 am

    I echo all the wonderful comments you received for this post. Yeah, I know I’m taking the easy way out on commenting, but I am not feeling so well. You are so well loved for all you do. Thank you!

    • May 16, 2020 / 8:37 am

      Hey Chris, are you okay? I hope you feel better, and know I am thinking of you and sending healthy vibes to your side of the country. <3

  2. claire
    May 14, 2020 / 4:17 pm

    Fascinating, A+ as always, thank you for your stable, thoughtful and candid presence <3

  3. HSR
    May 11, 2020 / 3:45 pm

    Your writing is consistently a pleasure to read, regardless of the topic. However I found this particular topic absolutely fascinating. I’m currently on a FB break (too much content fueling my anxiety) but I enjoy Instagram and enjoy your posts and stories. Thank you for the insight into your work (which I have no problem calling a profession).

  4. Sonia
    May 10, 2020 / 5:02 pm

    I don’t always comment on every one of your posts, but I definitely read a lot of them. I just want to add my two cents that like many others, I’m here through thick and thin, in the good times and the bad because I can relate to your content. Posting the same stuff year in and year out, gets boring. You’re moving with the times and I, for one, appreciate it. A lot. Thank you.

  5. FourInchHeels
    May 10, 2020 / 10:28 am

    I really appreciate and admire your candor in sharing posts like these! I always wonder how blogs are making money and bloggers respond to the things happening around us, and I value your perspective and willingness to share how the sausage is made. I’m a longtime reader, and skim lots of your posts because your lifestyle doesn’t currently align with my wardrobe needs, but I will always stop to read these!

  6. May 9, 2020 / 7:20 pm

    I am relieved to hear that throughout all of this, your blog and business is stable. You go above and beyond to offer real, down to earth content for your readers. I appreciate that. Your professionalism shines through and I thank you for being transparent and relatable throughout all of this.

  7. Patricia
    May 9, 2020 / 9:41 am

    Thoughtful post. I appreciate your blog and the work you put into it. Thank you for still being here, part of my daily life.

  8. Kaili
    May 9, 2020 / 7:17 am

    Allie- I have been following along for years and years- since before Emerson, when you had two blogs, when we all used the default templates!!! I have to say that I have found your content to be the most authentic and as a result inspiring. Influencing is a high-wire act and you walk it beautifully, being clear on your core values and on who you are. Keep on keeping on, and thank you. Xoxoxo

    • May 11, 2020 / 12:17 pm

      I am so honored you have stuck around all this time, it means so much Kaili, thank you!

  9. Claudia Gorman
    May 9, 2020 / 6:27 am

    Thank you Ali for this thorough detail on what happens behind the scenes of blogging. It is easy to forget this is a business though I believe that is one reason why you are so successful at it. Thank you for letting us all know how to better support you and I look forward to more insightful content from you. Stay safe.

    • May 11, 2020 / 12:17 pm

      Thank you Claudia, and hoping you are also staying safe. <3

  10. hmbalison
    May 9, 2020 / 1:33 am

    Hi Alison,
    I really appreciate your honesty, your writing skills, and the interesting topics that keep me reading Wardrobe Oxygen. You have helped me see “behind the curtain” of blogging and fashion. Thank you so much for being a strong voice before and during COVID-19. Thank you for adding something positive in this world.

  11. Lee
    May 8, 2020 / 9:56 pm

    These types of posts are always favorites for me because it’s interesting & you describe & explain so well. Thank you for talking about Covid-19 & all the issues we are all facing because of it. It would have made me question your integrity if you’d ignored this world-wide pandemic. Sometimes, I come here to write comments because reading your thoughts helps me process my own about all that’s happening right now.

    I love your blog & look forward to it in my in-box daily! Weekend Reads—the best! The Friday Sales Alert is a favorite now too. I hate that so many retailers have cut the affiliate revenue for you & others. Hopefully that will change at some point. You’ve made a successful small business here, and I want you to succeed.

  12. Sallie
    May 8, 2020 / 6:57 pm

    You are doing an amazing job with content during this interesting times. I like that you acknowledge what is going on. I follow some other blogs that maybe briefly talk about it and then move on to regularly scheduled programming which feels a bit wrong. Thanks for sharing why they do that, but it still feels wrong.

    I love your Wednesday Woo posts, the Friday sales links and especially the Instagram Live collaboration with Rosana on Tuesdays. You two need your own talk/fashion show! Your regular content has been spot-on, so please keep doing you. I think when the “case study” on influencers is written about these times (MBA in me is talking here), the ones who are more real and can pivot will come out ahead of others. Businesses too, and I respect you taking into account how a business is behaving right now when partnering. I am so OK with your sponsored posts. An sponsored post by Alison always reads like intel from a trusted friend, NEVER like shilling for a brand.

    Have a great weekend with your wonderful family.

    • May 11, 2020 / 12:15 pm

      Thank you so much Sallie! And I forwarded your comment to Rosana, we love doing our IG Lives every Tuesday together and are glad you like them too!

  13. Claire
    May 8, 2020 / 2:32 pm

    I started following you after the Washington Post article. It is so refreshing to see a “real” person on the internet and one that isn’t 25! I love your perspective on clothes and other things. Please keep it up.

  14. Another Alison
    May 8, 2020 / 1:40 pm

    Like so many others I truly appreciate your blog. I can’t tell you how long I have been following but it’s been a long time. I love your ‘real-ness’, your attitude, your compassion, and your generosity – all of it! I love that it isn’t just fashion and beauty – it’s about being true to yourself, loving yourself and your community, and having a full life. I like that you promote community, supporting local businesses and giving to local charitable organizations.

    I also like that it isn’t always ‘picture perfect’ because you know what? life isn’t that way and I keep coming back for the real, not the perfect.

    I also love that you are based in the DC Area. I grew up there and now live somewhere else, so it’s nice to hear bits about my ‘home town’ on occasion. It makes me homesick for all the best parts of living there.

    I don’t think you have just a blog, an instagram, etc. – you have built a community and we love it here!

    Thanks!

    • May 11, 2020 / 12:12 pm

      Thank you so much Alison (love your name BTW!) <3

  15. Lisa
    May 8, 2020 / 1:23 pm

    I’ve read this blog for awhile, but never commented. It’s easy for me to see that you really care about providing a quality product through your blog, and I think it’s very well-written. I appreciate your honest voice and your morals and ethics. You’re like my younger, hipper friend that I miss from work (I retired last August). I admire your positive attitude in adjusting to all of these changes. I live in Austin, which has started to open up, but like you, I will stay at home until I feel comfortable being out in public again.

    • May 11, 2020 / 12:11 pm

      Thank you so much Lisa, and thank you for taking the time to comment it means a lot! <3

  16. Gayle
    May 8, 2020 / 12:32 pm

    Your blog is one of my favorites. I am always excited to see it when it arrives. I find it so honest and smart and fun. It is funny how one begins to feel like we are friends with the blogger. I guess that means the writing is well-done. I would feel sad if you stopped. Be safe and well.

  17. Karen S Eugenio
    May 8, 2020 / 12:07 pm

    Don’t stop growing and sharing with us! I really enjoy reading your blog. I echo the comments; you’re like a friend!

  18. Nancy
    May 8, 2020 / 10:43 am

    Entertaining to read all those comments after an enlightening post. I enjoyed looking into the ins and outs of influencing. This may be superficial, but your blog especially appeals to me bc you don’t have a “perfect body;” yours looks more like mine and a great many of our peers.
    Not sure how I ever got started following your blog or how long ago it was, but you’re an integral part of my day, usually. If I miss, I always go back. The content, your professionalism, and your down-to-earth intelligence are the attractions, plus your great taste in clothes.

  19. Beth Djalali
    May 8, 2020 / 10:35 am

    well, you know i love you for so many reasons! your blog is but one. and we have to remember that life is uncertain no matter how many safeguards are put into place. but if i’m not mistaken, blogging came into being after the 2008 financial meltdown. so i’m confident blogs will continue. now the social channel influencers might see some changes in their future, but bloggers and their blogs are here to stay.

    • May 11, 2020 / 11:24 am

      Exactly, I started blogging before the financial crisis and thrived through it as did many other bloggers. I admire you so much Beth, it’s clear you care about your audiences and strive to create beautiful, helpful, and entertaining content for them. I’m honored to call you a friend and know we’ll both make it to the other side. <3

  20. May 8, 2020 / 10:14 am

    you didn’t mention “Buy me a coffee”
    I am glad to do that ever so often…#1 because you have a great blog that I enjoy reading and I know that there are a lot of expenses involved but I must confess that I wouldn’t do it if it wasn’t so easy (no registration or extra steps). The only thing that would make it even better is if I could use PayPal. I had my credit card hacked so I put money in my PayPal account to order things from small companies.

    • May 11, 2020 / 11:14 am

      Not everyone has the Buy me a Coffee, so I wanted to keep it general but thank you so much for mentioning it! And I do think PayPal would be a nice additional feature. I wish more bloggers would have it; I use my own affiliate links when my TOS allows it, and it would be a way to support those I really respect!

  21. Fawn
    May 8, 2020 / 9:52 am

    Thanks for sharing what’s going on with, oh you know… *all of this*! I’ve really enjoyed your content and community through pandemics to just an ordinary manic Monday. Glad you’re here — and that I am too.

  22. May 8, 2020 / 9:43 am

    I have been reading all the death of the influencer comments and thought the same thing myself. I think blogs that have a dedicated following and those that truely answer questions for people will be fine in the long run. Sure my traffic is down but people are still finding my review posts. Yes all my travel content is mostly going unread right now but people are reading other things. I think what you said about having a blog or just an insta with a cute caption won’t cut it anymore is bang on. There has to be more depth. I love reading your meaty posts. You continue to be an inspiration.

    • May 11, 2020 / 11:13 am

      Exactly, the field will change as many will over this time. But we’re here to stay and thank you Jane. <3

  23. Linda B
    May 8, 2020 / 9:40 am

    This post is a great example of how and why I love you, Alison. Thank you for your honesty, clarity, and all you do! As others have expressed, you are just one of the very best bloggers out there!

    And looking at the comment thread, I will add that perhaps blogging could be called a vocation, at least the way you approach it. You are called to your work. You seek to not only fulfill your own gifts and talents, Alison, but to lift up, inspire, and serve your readers too. You are passionate about what you do, even though there are aspects behind the scenes that are quite dull and/or frustrating at times. I get it, because I had all those experiences and feelings about my work as a teacher and school administrator. After 11 months of retirement, more and more I think of my life work as a vocation–not just a job, not just a profession. . .So yeah, blogging is your vocation.

    • May 11, 2020 / 11:12 am

      Wow, thank you so much Linda! You don’t know how much your comment boosted me this weekend at a tough point. I really appreciate it. <3

  24. Bette
    May 8, 2020 / 9:32 am

    I love your blog and always will. With that said, I’m concerned for the future of influencers in general. I just don’t see the economy recovering for years, and even when it does, many will still be unemployed and jobs will have disappeared forever. Our lives have changed dramatically and don’t seem to be going back. If you have a crystal ball, I suggest looking into it to try to discover the next big thing.

    • May 11, 2020 / 11:11 am

      I think being an influencer is a safer job than many other traditional jobs. For example, I always wanted to work at a magazine yet right now those jobs are dropping for print as well as online. Retail is changing dramatically, being a government contractor like I was before is no longer a stable and lucrative job, and all of those who honed their skills on creating traditional films and televisions will be out of work for a while as those who can edit from their laptops on their couches will be in high demand. I think influencers will have to pivot, but I think they will be needed in new ways more than ever since it is all virtual. I think the key is pivoting and we’ll constantly be doing so over the next couple of years.

      • Bette
        May 11, 2020 / 11:26 am

        Thanks for the thoughtful reply, Alison. I guess my concern is, influencers exist to shape what people buy — and my worry is, no one’s going to be buying much of anything for the next few years. I hope I’m wrong.

  25. May 8, 2020 / 9:29 am

    Oh.my.goodness.

    This is EXCELLENT and exactly how I felt, especially early on. I do believe that career bloggers/influencers and content creators are emerging even stronger!

    Thanks for your wisdom Alison!
    xoxo- Tanya
    http://www.tanyafoster.com

    • May 11, 2020 / 11:08 am

      Thank you Tanya, means a lot. I am so glad we have gotten to know one another and I really respect your work!

  26. Krista
    May 8, 2020 / 9:03 am

    I’ve been happily following WO2 for about five years (I think). You’ve evolved into a virtual friend that gives a terrific take on what’s going on right now. Not just with fashion. I look forward to daily posts and Weekend Reads. Being an effective blogger/influencer/content creator means studying those metrics to understand your audience, continuing research and training to keep up with latest platforms that your audience is using. You have to basically be an entire advertising/marketing agency. And you’re doing it well! You’re profession will change a hundred times due to a hundred reasons. You’re willingness to be real and relevant (Google pings or not) means you have a vested interest in yourself AND your followers.

    • May 8, 2020 / 9:22 am

      Krista, I feel as though you are a virtual friend too after all these years! I loved when you shared your closet cleanout on Instagram and I saw so many pieces that I too own or have owned, it’s like we’re similar even though we are different women who live different lives many states apart. Thank you so much <3

  27. Jenny
    May 8, 2020 / 8:58 am

    The irony of the internet: if you were less honest, if you presented only a seamless shiny face to world, you’d get less pushback. I’ve been reading your blog for years and I have enjoyed seeing how your interests and perspective have changed. You’ve created a wonderful site, source, and community, and I’m grateful for what you do and how you show up. (And I’m wearing my EVA Birkenstocks as I type this — I have three pair thanks to you!)

    • May 8, 2020 / 9:15 am

      Thank you so much Jenny! And I’m wearing mine too, twinsies!!

    • Zaeobi
      May 9, 2020 / 2:01 am

      I have a khaki pair of EVA Birkenstocks from Allie’s recommendation, too! I find her shoe reviews useful because she has similar foot issues to me – & I suspect many others (wide toebox, high vamp, arches etc).

      • May 11, 2020 / 11:07 am

        You’re reminding me I need to do a spring shoe update!

  28. CARLA KOHMESCHER
    May 8, 2020 / 8:57 am

    I have loved watching your blog evolve as your life has changed. Yours is the only blog I have consistently followed for years. I definitely look forward to reading it. I have really enjoyed your recent lives on IG (and I still need to clean my closet!) Keep doing what you are doing and your true tribe will follow. Have a great weekend…

    • May 8, 2020 / 9:14 am

      Thank you Carla, and I hope you too have a great weekend!

  29. Char
    May 8, 2020 / 8:53 am

    I admire your transparency and integrity! I also think your voice and visuals are really important: you represent real women at a time when most of who and what we see in the blogosphere is (to put it nicely) aspirational. Keep doing what you’re doing!

    —A Baltimore Fan

  30. Cosette Pathak
    May 8, 2020 / 8:32 am

    No big fan fare, just a hearty well done. I follow you avidly, while having given up on most blogs and Instagram posters. You are so real, and self effacing, in a way that just emanates such positive power. I love the depth and range of your posts and appreciate the way you represent the best that is America. Just keep on keeping on, and know I will be here following you.

    • judy
      May 8, 2020 / 9:19 am

      Well said. Exactly how i was feeling but you put it in such good words. We all love and admire your spunk. Keep it up. You get it!

  31. Kimberly Lee
    May 8, 2020 / 8:00 am

    I have read your blog and followed you on Instagram for a number of years, as I appreciated your insight on fashion and building a quality wardrobe over a quantity one. As this pandemic developed, I have developed a deeper appreciation for your blog as you shared the ways we can adjust our routines to this new normal. Your blog is now the first that I check each day, like that daily text to a friend. Keep up the great work and have a great weekend!

  32. Ramona LaChapelle
    May 8, 2020 / 7:40 am

    I had followed you for years because you felt like someone I might be friends with, share a coffee and a chat about fashion and stuff. Now, you are becoming someone I don’t know, and probably wouldn’t seek out. Too new agey, too”woo”, with too much of you working out in your underwear and eating who knows what from your garden, too much of wanting to lock yourself away but have us buy lots of things so you and your spouse can afford to separate yourself from the actual economy. Nah, I’m out.

    • May 8, 2020 / 7:49 am

      You have followed me for years, Ramona, and I always look forward to seeing your name. I am so sorry to read this. I have changed over the years, that is true. I’m not sure what you mean about locking myself away, I definitely am right now because it’s what’s safe for everyone in my community, but can’t wait to be able to get out and about again. We’ve had our garden for at least six years, I just share more of it now on Instagram. But I get it, I am not the same person I was a decade ago, we all change and I do appreciate you reaching out and telling me this instead of just ghosting me. I will miss you. <3

  33. Tara
    May 8, 2020 / 7:06 am

    I only discovered Wardrobe Oxygen when the US Mystery Boxes were on sale. Now I check back daily, sometimes multiple times. You are like a friend. Sharing your style and tips and not judging. Being optimist, but not fantastical about the world today. Being sensitive that this is a time we can play with our “looks” and self-care, while balancing our spending. Keep doing what you do. We need our girlfriends!

    • May 8, 2020 / 7:49 am

      Thanks Tara, and I am glad to have you here!

  34. Jen
    May 8, 2020 / 6:52 am

    I for one enjoy your writing and check in here every day. You have a great eye for fashion and culture. Thank you for creating this positive and inclusive community! I’ll “see” you tomorrow.

  35. Michelle
    May 8, 2020 / 6:45 am

    My Saturday morning has started for years with a big cup of coffee and your weekend reads. I don’t think of you as an influencer at all, but more like a trusted resource that has steadily sought to bring me new perspectives and fresh takes on interests that matter to me. All the best to you and the family.

    • May 8, 2020 / 7:50 am

      Thank you Michelle, Weekend Reads is so fun to put together!

  36. Samantha
    May 8, 2020 / 6:42 am

    Alison I love you blog! I’ve been a long time reader. I live in New Zealand so it’s not like I can get the brands you talk about (Peleton! I’m so jealous!! We can’t get it the bike or even the app). But I love your take on fashion, your music festival reviews, your more recent fitness journey as well as your views on events and politics.
    Our media here only report awful sound bites from your president (bleach smoothie anyone?), coverage of protests about having to social distance, and the most tragic of all your Covid numbers. You relate a middle ground, a real ness and a sensible approach to an awful situation for the world.
    Keep up your awesome work Ali you are a valued part of my week

  37. Meh
    May 8, 2020 / 6:12 am

    Blogging isn’t a profession, its a job. A profession is something that requires specialized training and is usually regulated by a governing body.

    • May 8, 2020 / 6:29 am

      Thank you, I will update accordingly. Have a great weekend 🙂

      • Anna
        May 8, 2020 / 8:18 am

        The demeaning comment by the appropriately screen-named “Meh,” who defines “profession” so narrowly, misses the point by miles. As a bona fide professional in my field, I am happy to say that you, Allie, are one of us. Specialized training? You have developed, extended, and honed your specialized skills in a demanding and often harsh marketplace by using the arduous process of self-education, which often equals and even exceeds formal training. Regulation by a governing body? “Usually,” says “Meh,” taking advantage of a loophole, fortunately for her (or him). The marketplace may be more loosely constituted than a state board of examiners or a panel made up of Ph.D.s, but it still regulates and governs effectively and well.

        Allie, your work and your attitude to it are entirely professional, as was your response to “Meh.”

        • Betsie
          May 8, 2020 / 11:26 am

          Agree, totally. You gave us an insight into your work, and I am absolutely impressed. What you do requires many skills, some you probably possessed from your previous work, and some you had to learn “on the job.” Of those blogs I have tried, I have only stuck with yours because of your professionalism, your interesting content, and your perfected way of speaking through text. Keep up the great work you are doing!

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