As an avid internet user and someone who's buying habits
have become slightly more indulgent post student living, I am - perhaps
somewhat ashamedly - very easily influenced.
Whether it's that Acne jumper of dreams I've spotted on
Instagram or the must-have-hyped-to-the-ends-of-the-earth-bag that's splashed
across the pages of Grazia, odds are that I will take the purchasing plunge, or
at least be very tempted. After all, it's hard not to be.
As I've explored in a previous post, the power of social
media is a double edged sword; whilst it's great for browsing new brands and
exposing up-and-coming designers, the pressure it places on every single one of
us to showcase our 5-star existence can be almost unbearable. Namely because
even with all the Afterlight editing in the world, noone's life is in fact
picture perfect. (I'd say that mine is a three star at best, and that's with
about three filters and a heavy dose of brightening.)
What's funny is that this is far from being a secret - even
though we all know that the lives we portray on Instagram aren't totally real, that pressure to try and live up
to a certain standard or fit a particular box is still very much there.
It's important to mention that where being influenced is concerned, there is still a significant
part of me that is complicit -probably the same part that is showing my boyfriend
the witty slogan shirt I've spotted on my explore feed in the small hours of
the morning ('Mind The Pay Gap' in case you were wondering.)
But naturally that
means there is another part that is uncomfortable about being shown things that
I, or at least the demographic that I've been assigned to, are supposedly
interested in. For example, whilst I thought and had hoped that so-called
""Skinny Teas"" were finally on their way out, I still see
them occasionally crop up as sponsored posts, making me wonder who else might
be seeing them. And more worryingly, who might be buying them.
On the subject of buying more, the power of being influenced has certainly had a part to play, especially where my own wardrobe is concerned.
Of course, it's important to remember that influencing is the fundamental reason we buy anything and everything, it is after all why we part with our hard earned cash in the first place. But, it can also contribute to excessive buying - in my case purchasing things I really don't need or maybe won't even wear, all because of FOMO. To be honest, I don't even know if 'fear of missing out' applies to clothes, but you get the idea.
Talking about fast fashion specifically, I for one certainly know just how persuasive those sidebar ads which pop up right before you 'proceed to payment method' can be.
Of course, it's important to remember that influencing is the fundamental reason we buy anything and everything, it is after all why we part with our hard earned cash in the first place. But, it can also contribute to excessive buying - in my case purchasing things I really don't need or maybe won't even wear, all because of FOMO. To be honest, I don't even know if 'fear of missing out' applies to clothes, but you get the idea.
Talking about fast fashion specifically, I for one certainly know just how persuasive those sidebar ads which pop up right before you 'proceed to payment method' can be.
Of course, whilst that extra 'going out-out' dress might only add an extra £5 to the total bill - with the influencer
discount code you've been given - the cost to the environment might be slightly
more significant than you'd first think, and definitely one worth considering.
As Stacey Dooley recently highlighted as part of her 'investigates' series, the
impact of fast fashion has been detrimental, given that the industry is the
world's second biggest polluter after oil. Even though I should probably have
taken my own initiative and not left it to a BBC documentary to educate myself on
the extent of this global damage, I feel as though my own lack of awareness is
reflected in the mainstream media. Whilst efforts have been made to shun the
'disposable' attitude where garments are concerned, it's clear that more needs
to be done by brands themselves to shift attitudes in clothing consumption.
With the war on plastic having recently been established by
those in power, it's surely not long until the ethics of big fashion houses and online stores become
subject to legislative scrutiny. Given that they are after-all profit driven
businesses, it will be interesting to see how brands adapt and in turn, how
influencing will change too.
Whilst right now for many companies the focus is
very much on maximising quantity of sales, time is likely to see this focus
switch to means of supply and rather than simply cost, the ethics of how each
garment is produced.
So, could this mean a movement towards utilising reclaimed
and recycled materials? Environmental ambassadors gracing our newsfeeds? 3-D
printing skinny jeans from the comfort of our own living rooms? Who knows.
Though at least keeping my printer ink levels high would be less embarrassing
than trying to explain my multiple ASOS orders to the postman.
Are you easily influenced?
xxx
