August 2022

Scott Cam has accused ‘quitters’ Joel Patfull and Elle Ferguson of fleeing The Block in the middle of the night and giving no explanation for their departure.

Fashion blogger Elle, 36, and retired AFL player Joel, 37, were meant to star on The Block’s upcoming ‘Tree Change’ season, but downed tools just two days into filming.

The Sydney-based couple later claimed they needed to visit Joel’s mother, who had injured herself in a nasty fall at her home in Adelaide.

Scott Cam has accused ‘quitters’ Joel Patfull, 37, (left) and Elle Ferguson, 36, (right) of fleeing The Block in the middle of the night and giving no explanation for their departure

Scott has since rubbished this excuse, telling News.com.au that while Joel’s mother did injure herself before filming began, this wasn’t the excuse the couple gave for throwing in the towel.

In fact, he claims, they didn’t give any excuse

This story is part of The Business of Influencea new series charting the evolution of fashion’s creator economy, where there’s profit to be made and where the industry is headed next. Read part one here.

What is the career expectancy of an influencer? And in a fast-paced Gen Z world, driven by new social media trends and the rise of TikTok, is it harder to survive as a creator over 40?

Some of fashion’s most prominent influencers have been creating content for over a decade now. US Vogue Business reported in the first part of this series, many saw their blogs morph from a part-time passion project to become a full-time job that put them front and center of brand marketing activities. Now, they are managing a delicate see-saw of personal priorities while working a job that is void of paid holidays, maternity leave and other workplace benefits

It’s true — online shopping has redefined the fashion landscape.

Though in-person days at shopping malls aren’t obsolete just yet, the typical experience is as follows: touch something in store, try it on in a curtained dressing room, tell store clerk you’re going to “think about it” and then look up comparable (sometimes more affordable, too) options from other retailers.

Luckily, Amazon serves as a one-stop shop to snag every stylish find your wardrobe is seeking. Even better, a team of influencers and bloggers share their love for unique Amazon finds (including photos of themselves modeling the outfit for their Instagram feeds) on the retailer’s specially curated “Found It On Amazon” section.

More commonly dubbed as #FoundItOnAmazon, the page makes it easier to locate bestselling items and shop on social. What’s included? An

HypeAuditor, providers of an analytics platform for influencer marketing, found that fashion and retail companies are leveraging influencer marketing on Instagram most frequently.

Of the 10 companies that are most engaged with influencers on social media, nine belong to fashion and retail industries, with Target, Amazon, and Shein topping the list. Netflix, the only non-fashion brand, came in at number 8.

With an estimated 2 billion monthly users and an overall highly-engaged audience, it is no surprise that companies have consistently turned to Instagram to raise awareness for and promote their brands among a wide range of consumers.

Keeping consistent with its performance in 2021, Target topped the list with more than 12,000 unique influencers mentioning it on Instagram in the past six months. Females make up 83 percent of Target’s influencers, with the retailer tapping creators like Olympic Gold Medalist Sunisa Lee and Love is Blind star Lauren Speed-Hamilton