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Fashion Forward 40 is a personal style blog that documents my misadventures in fashion after 40.

Who am I?

My name is Tracey Rossignol.  I am 44 year old with a Big Bang Theory Husband, very active pre-schooler, a career as a Branding & Marketing Consultant and a passion for blogging.  Like many women my age, I struggle with what it means to be getting older. I still want to look and feel stylish, but my focus has changed since my 20s.

How?

  • I have less time to shop
  • I earn more, but have more demands on my budget
  • I am less about trends and more about style and  investment pieces
  • My body is changing and I’m not necessarily sure what works for me now
  • Finally, I love fashion, but the fashion industry seems to have forgotten about women of a certain age.

This blog is about bringing attention to fantastic stylish women over 40.  It isn’t about size or shape.  Through my personal experiences, profiles of real women and expert guest posts, Fashion Forward 40 explores what it takes to be stylish in our 40s.

Reader Information

Fashion Forward 40 started on January 14, 2010.  In that year a strong, loyal niche audience has grown.   Readers relate to my real life experiences and perhaps have a giggle or two at my expense.

  • Mature:   Ages 35+
  • Educated:  25% attended some college/ university; 31.3% have undegraduate degree; and 31% have attended graduate school.
  • Professionals:   73% work as an employee, contractor &/or entrepreneur, with remaining 27% of readers are stay at home moms
  • Moms:  65% of readers are Moms with school age children
  • Social:   94% are active on Facebook, 69% on LinkedIn; 63% have own blog, 56.3% on twitter; and 56% have a Flickr account.
  • Canadian/US:    30% Canadian & 44% US
    • 52% of Canadian readers are from BC, with remaining from Ontario and Alberta
    • Of returning visitors 60% are Canadian and 30% are US
Audience stats are from January 2011 reader survey; and 6 months of Google Analytics from October 2011-April 2012.

Why is this audience important?

Women account for 85% of all consumer purchases*.  We are key purchase decision makers who have wide varied interests.  We like to tell stories and share our experiences with other women.  As more and more of us move online, we use social media and blogs to share finds, deals and great product stories with each other.

We love food, coffee, chocolate, wine, travel, theatre, reading and a variety of hobbies.  We take care of ourselves, our families and our financial health.

We buy or influence others purchases online.  22% shop online at least once a day. 92% pass along information about deals or finds to others.*

* Research from She-conomy.com.  For more information about women and social media, or Women, the Web and Their Wallets see research reports by BlogHer. 

Fashion Forward 40 Stats

Google Analytics From November 2011 thru April 2012

Nov 2011 - April 2012 Montly Average
Visits 9,115 1,519
Unique Visitors 7,540 1,307
Page Views 34,582 (3.79 pageviews) 5,764
Bounce Rate 10.83% 10.89
  • Alexa Rank: 4,562,616 (top 14.7%)
  • Hubspot Blog Grade: 92%
  • Moz Rank: 3.9

Media

Fashion Forward 40 has contributed guest blogs or been featured on:

Influence

In addition to my blog I have a wide social media influence.

2010 VancouverMom.ca Ultimate Blogger - top 30

@Fashion_Frwd40 - 1,039 followers, following 1,528, Klout 31 (as of May 7, 2012)

My fashion twitter stream is full of conversations with other fashion bloggers, and RTs of interesting fashion news.    This twitter account  was opened in Nov, 2009.

@tjrossignol  - 1,784 followers, following 1,450, Klout 48 (as of May 7, 2012)

My personal twitter stream is full of parenting updates (re: potty training), marketing tips (my day job), books (currently addicted to Sookie Stackhouse series), tv (from Glee to Doctor Who), eco tips, sustainable food and girlfriend conversations (yup we love our wine).  I have a great group of female bloggers that follow each other online and get together in real life.   My klout score illustrates the influence of some of those followers, as well as my LinkedIn and Facebook connections.  This account was opened in November 2008.

Facebook - I have 305 friends on Facebook. These are all people I know very well in real life or that knew me when I had that big 80s hair.

LinkedIn – I have 456 professional connections on LinkedIn.  While there is some crossover with my Facebook community, the vast majority of these connections are business contacts and not part of my other communities.  View profile.

Conferences & Memberships

I am active in the blogging and social media community attending:

  • Northern Voice 2012 - Vancouver, June 2012 (speaker)
  • Vancouver Mom top 30 Blogger event, June 2012 (speaker)
  • Breathe Now - Victoria, BC, April 2012 (speaker)
  • BlogHer 2011 -  San Diego, August 2011
  • Northern Voice – Vancouver, May 2011 (registered)
  • She’s Connected – Toronto October 2010
  • Victoria Social Media Camp – Victoria October 2010
  • BlogHer 2010 -  New York City, August 2010

I am also an active member in CEO Mom , a former  Advisory Board member for the Women in Leadership Foundation and am a frequent attendee at Mom Café Vancouver.