A study has revealed that having a group of six stylish friends to call upon via instant messages and social media to ‘like’ their choices is key to making the right fashion purchases. Research by social shopping site Shopa has shown that women need an average of two ‘likes’ from friends on instant messages and social media before they take an item to the till. Men are now following the female lead too, with guys needing four ‘likes’ before they buy.
The results follow a growing trend for Brits using social media and fashion blogging to drive crowd-sourced fashion choices, with one in seven (15%) of the nation even sharing images direct from the fitting room to canvas opinion, with one third (35%) of tech-savvy girls and boys aged 13 following suit.
This social fitting room has resulted in nearly one in three (28%) Brits spending over two hours choosing an outfit on the high street or (33%) online while we wait for a friend’s yes or no’s.
With one in five (21%) Brits admitting to taking selfies of their outfits when out, social media’s influence on fashion choices is not just limited to pre-purchase fashion choices. Two in five (43%) confessed that they discarded an outfit that wasn’t social-media proof and got under ten likes on Facebook and Instagram.
Social media sites are now the port of call for fashionistas looking for inspiration, with 43 per cent using Facebook, Pinterest and Instagram to learn about current trends and 38 per cent of men following celebrity profiles for advice.
With two in three (68%) shoppers stating they’d be more likely to buy an item of clothing worn by a fellow shopper, the traditional use of photos featuring professional models is seemingly falling out of favour.
Sharing fashion choices is definitely a young person’s game with those aged 28 deemed the most active social stylistas, following in the footsteps of snap-happy celebrities of the same age such as Rosie Huntington-Whitely, Blake Lively, Michelle Keegan, Ellie Goulding, Lady Gaga, Zac Efron and Drake.
The most commonly shared fashion items on social media have been revealed as evening dresses, wedding outfits, tops and women’s heeled shoes. Images of dull underwear, granny pants, purses / handbags and workwear the most likely to receive the least likes and be thrown away.
The study of 2,000 UK adults was commissioned by Shopa, a new app and website, where users can discover, buy and share products they love. It gives users a reward – worth 5 per cent of the product’s price – each time a friend or follower buys a product they’ve recommended. Users can build virtual collections of styles and share them through social media sites such as Facebook, Twitter, Google+ and Pinterest, as well as, discover products from influencers they love.
Women are definitely wearing the fashion trousers in British households, with a quarter (25%) of the nation’s men admitting to changing their fashion style to fit in with their partner’s wishes.
A third (38%) of women polled even admitted to throwing away their partner’s fashion faux pas into the bin without them knowing and one in ten (11%) took it one stage further, by putting them in the wrong wash on purpose. 10% even said they feign ‘accidentally’ ruining them.
Despite only one in seven (17%) women admitting to amending their own fashion taste to fit their partner’s taste, almost half of women across that nation (41%) have confessed to raiding their boyfriend’s wardrobe for a fashion fix. Men are less keen however, with only 18% saying that they have worn an item of their partner’s clothing.
Dr. Linda Papadopoulos, behavioural psychologist said:
“These results are unsurprising as, although online shopping is becoming increasingly popular, many of us still rely on our friends’ approval when purchasing new clothes or accessories. The research by Shopa suggests that, as shopping has migrated online from in-store, social media ‘likes’ are now one of the keys to driving purchase.
“The ease of being able to share a visual representation of the look or style we’re trying to achieve makes it not only easier to reach out for validation, but indeed it also fits in with the norms of social networking; where acceptance of our choices is actively sought out. It’s not surprising therefore that some people are waiting up to two hours for that nod of approval before making a purchase.
“The polls’ findings regarding the fashion habits of those in relationships are also interesting. Clothing is a big part of how we express our identity, so, admitting that we don’t like our partner’s style can be difficult. It’s interesting to see the lengths people will go to, to avoid these tricky discussions, using covert means such as feigning ‘loss’ or going as far as to deliberately ruin something!”
Nicky McShane from Shopa said:
“We all love shopping with friends and sharing discoveries and tips, so why not bring that online where the opportunities are endless and you can be rewarded for your great taste and influence? Shopa mirrors the fun and excitement of shopping with your friends on the High Street, but in the world’s first social marketplace, Shopa.
“This is an inherent trait that women have had for years, but it is interesting to see how men are now following suit, using social media to break down their masculine boundaries to explore the world of fashion.
“Now, our innovative technology makes it easier for you to find the products that are most talked about by your peers and puts them right there in the palm of your hand.”
