How Social Media Makes Fast Fashion Big

With social media, a big portion of our daily life, two types of social media users exist: Sprinklers and vacuums. While sprinklers share content, vacuums soak it up. Especially, sprinklers, who are identified with fashion bloggers and other lifestyle influencers, build their content by posting their new fashion outfits every day. Vacuums that see these posts, like you and me, recognize the bloggers in completely new outfits daily. We get inspired by them and come up with ideas what to shop next. We want to fill our closets with new fashionable items as often as possible, thus social media gives the impression that once an outfit or item is shared on platforms like Instagram and Snapchat, it can never be worn and photographed again. The problem is, most people cannot afford to buy the more expensive items to wear those only once. Rent The Runway came up with a solution by offering people to rent fashion items for a certain time and return them after. No one on social media will notice this smart strategy.

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In general, people are now more encouraged to purchase low-cost, fashion-forwarding clothes, famously known as fast fashion since social media has set the rule that it is a no-go to wear shared outfits multiple times. The concept of shorter lifecycles is a true benefit for H&M, Zara and co., the number one fast fashion retailers that promote their items big on social media.

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They have recognized that people go less into retail stores to find their next look, instead they look into their social media feeds to see who wears what and order the same items or same-looking items online, often through Instagram’s’ shoppable tags directly. According to consumer studies, 85 percent of people get influenced by celebrity/ blogger endorsements when making purchase decisions.

Read more about social media and fast fashion on Adweek.

What is your opinion about this no-go, wearing items/ outfits multiple times that have been photographed once on social media? I think that depends on how engaged you are with Instagram, Snapchat and co. Of course, famous fashion and lifestyle bloggers can show different outfits and items daily since they get gifted in order to promote those clothes and accessories for the fashion brands. However, in our cases, we must buy our clothes. Purchasing fast fashion products can be expensive when having this no-go opinion that let us shop probably weekly. (ML, 12:20 AM)

 

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