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)

 

How Social Media Affects Fashion Week

Since the evolution of social media, Fashion Week changed from being an exclusive event for only the most important fashion people to a world-wide easy accessible one. These days, many designer brands show behind-the-scene videos and pictures on Instagram but especially on Snapchat. Take Stella McCartney for example. She adds behind-the-scenes to her Snapchat story like this picture below which shows Kanye West and Father Paul McCartney backstage.

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Rebecca Minkoff, goes a step further by snapping short videos of the collections before the runway show starts. Since 2013, subscribers have been watching pieces, minutes before models hit the catwalk.

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In a tweet, Minkoff announced to add the brand on Snapchat to get a glimpse of her latest fashion pieces. Read more on InStyle. Models, like Taylor Hill present on Snapchat how they get their catwalk make-up done backstage.

Also, famous fashion and style bloggers make it easier for followers to see pictures and to get information about Fashion Weeks during the event. Since those posts have been made, everyone craved for collection pieces immediately while or shortly after runway shows. Thus, the see-now, buy-now fashion model emerged. Burberry was one of the first fashion brands that started this experiment in 2010. Today, almost every brand has implemented this model.

Read more about social media and Fashion Week on Pop Sugar.

Nowadays, everyone can be a part of all the Fashion Weeks that take place thanks to social media. We are live and even backstage but still virtually with our smartphones. I would not say that social media makes Fashion Week obsolete but it is a chance for luxury fashion brands to make more sales and to be ahead of fast fashion brands like Zara, H&M and Co. (ML, 6:45 PM)

Snapchat Outstrips All Other Social Media Platforms

What is so special about Snapchat? Probably that users share their most personal pictures, videos and information with this innovative app. However, there is more to add. Nielsen data show that Snapchatters under the age of 24 account for 51 % in comparison to Facebook with 23 % and YouTube with 17 %. Millenials are engaged in Snapchat the most as it is fun to play around with regularly updated filters such as cat faces and flower ranks. Meanwhile, Facebook is more associated with “old people socializing.” Fewer people use the platform to share their personal life stories. Instead, they share news content from other sites. So, there are no reasons to spend time on own news feed anymore. However, Snapchat is all about one’s own storytelling. Pictures and videos disappear after 24 hours and users can adjust the time range of showing pictures. This model is totally different from Facebook.

Snapchat is an interesting way for brands to connect with their customers and to reach potential customers. Why? The app appears as the most authentic one. Cheetah Mobile’s report reveals that creating ads with the app encourages users to participate since those ads are more customizable and real. Tim Burton’s movie, Miss Peregrine’s Home for Peculiar Children, from 2016 serves as an excellent example of successfully integrating Snapchat for marketing purposes. So, besides creating traditional video ads, Snapchat ads have been developed for the movie. Tim Burton also designed special filters exclusively for the social media app. Ultimately, it helped raise the movie’s profile and generate ticket sales.

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Read the full article on Adweek.

What do you like about Snapchat? Do you feel more connected to brands who use it as marketing purposes? What brands did you subscribe and what would you like to subscribe? It can be recognized that a lot of newspapers such as The New York Times and magazines like E News already use the app to report about daily events. This is a good way to inform youngsters as they do not like to read long articles but like the idea of watching and reading daily summarized news.  (ML, 12:53 PM)

Instagram – The Number One Social Media App That Causes Depression in Young People

A study conducted by the Royal Society for Public Health (RSPH) reveals the negative aspects about the usage of social media platforms among young adults. Instagram is the top platform that leads to mental health problems. Owned by Facebook, Instagram counts over 700 million users that upload photos and stories to their accounts. Approximately 91% of the 19-24 year olds use the internet for social media purposes. Thus, researchers of the RSPH focused on 1,500 young people between the ages of 14-24 in the UK. The interviewees were asked to rank major social media platforms like YouTube, Facebook, Twitter, Snapchat and Instagram from best to worst based on health and wellbeing issues. Some of these issues include the amount and quality of sleep, depression, anxiety, self-expression of ideas and feelings, body image, bullying as well as FoMO (Fear of Missing Out; a feeling of staying connected as the person is worried things could happen without him or her).

Results show that Instagram is the worst social media platform that causes concerning mental health and wellbeing issues like depression. Also Snapchat, ranked as the second of the worst platforms, is concerning for young adults. Shirley Cramer, CEO of RSPH, told BBC that Instagram and Snapchat were both very image-focused which could lead to anxiety and feelings of inadequacy. Besides negative aspects of social media, the RSPH also informs about positive elements. For example, young people can connect with others in their age ranges facing the same mental health issues which may improve each others states of healths.

Click here to read about the full article on Forbes. The RSPH also published a YouTube video about the study.

Especially, teens and young adults with low self-esteem can suffer under the usage of social media. For example, young women seeing photos of other females with perfect bodies can, in worst cases, cause anorexia nervosa or bulimia. Although all of us probably know that most women can thank Photoshop for their Instagram fame, many of their female followers still suffer under those perfect body images and crave for the same measures and appearance. These days, we are all well-informed about what our friends, girlfriends, boyfriends or ex-girlfriends and boyfriends do all day long. Thanks to Snapchat which shows more of the daily life content, can also lead to mood swings or, in worst cases, to depression.

My tip for you: Stay true to yourself, delete or block people that you would otherwise stalk daily and let you feel sad for whatever reasons. Take a break from social media platforms if you feel pressured by temporarily deactivating your accounts or simply delete those social media apps on your phones for a while. (ML, 4:40 PM)