Retail and Blogging

I'm going to be researching how retail companies, such as Free People and Anthropologie, use blogs and why they use them. I'll be viewing the BLDG blog from Free People, The Anthropologist of Anthropology, and many of their blog followers. I'll be looking at what information they post, what they advertise, who is looking at the blog, and more. I will see if their blog helps them to sell their product or to find out what the purpose of their blogs are.