This week I read a brilliant article on the Nylon Magazine website about how social media is changing our shopping habits. Today's millennial's are not choosing to shop direct from brands and stores instead they're
picking up on-trend, new and used items from their favourite Instagram influencers. By the means of marketplace app Depop.
Nylon explain how it all works “The app’s users follow each other, message each other, and “like” each
other’s items for sale in a feed not unlike Instagram’s layout. And, of course,
like Instagram, the most influential users—from bloggers and vloggers to
celebrities—are the ones racking in hundreds of thousands of likes, as well as
sales”.
I was a member of Depop for a short while approximately a
year ago, but it wasn't for me. I'm not really an eBay shopper either and to be
honest online shopping has always proven difficult.
Depop has 5.5 million users and is an innovative way of
selling. Social media is constantly influencing what we wear, either through
style inspiration from those we follow or via the advertisements that have
slowly appeared on our feed over the last year.
However, there is pro’s and cons to this new shopping
movement. Would buying pre owned goods from our Instagram influencers cost us our
individual style? or does it promote re-selling second hand clothes instead of
buying new ones? and what impacts might this have on retailers?
I personally enjoy gaining style inspiration from those I
follow on Instagram but I’m not on board with shopping that individual closets.
Nylon explain this as “owning a part of their personal brand”, but I also think
this means you are owning their individual style whether this be from an
up-and-coming fashion brand or a piece of rare vintage. Fashion is about
personalising your style and expressing who you are. Buying clothes from our Instagram
followers could cause the younger generation to become clones of one another
and imitate their style without finding their own.
I do however think it is important to reuse our second hand
clothes and not just dispose of them and this is something Depop promotes. The
fast fashion movement of ‘buy in bulk’ is having lasting impacts on the
environment and changes need to be made. The younger generation are enjoying
shopping from their favourite bloggers and vloggers and this is without a doubt
going to impact on high street retailers and brands.
Founder of Depop Simon Beckerman says “I see the future of retail being much more about connecting people
together, rather than brands and companies.” From now on retailers will
have to find new ways of engaging with customers to ensure sales remain
positive. This may be done with brand-sponsored Instagram and Twitter content which builds synchronicity
between retailers and social media.
Technology is constantly changing and this is forcing brands
and retailers to evolve, if not they might find themselves falling
behind in the fashion race.
Ph Credit aboutfitsdotcom.wordpress.com via Pinterest