Digital fashion trends: Social media a ‘big influence on nation’s wardrobe’
http://www.digitalstrategyconsulting.com/intelligence/2015/04/digital_fashion_trends_social_media_a_big_influence_on_nations_wardrobe.php
Nowadays, our personal shopping styles and habits are changing fundamentally due to the boost in using of technology such as Facebook, Instagram or YouTube. “The research, conducted by TK Maxx, reveals the extent of this influence shift. 37% of Brits said that seeing what others wear on social media inspires them to try something new. Almost a third (29%) credit social media with helping them to decide what to buy and how to wear it. 11% credit bloggers as more inspirational than fashion designers.” (Digital Fashion Trends).
People are driven by their favorite Instagrammers, bloggers or shop or dress up since social medium has become the primary source of fashion news and set the mainstream fashion trends. When three of the Youtubers that you follow recommend the same foundation, you are more likely want to try it. When you see many celebrities have worn the same pair of shoes, you may be more tempted to buy the same pair or buy something similar but affordable. When you see a sunglasses brand repeatedly show up on your Instagram page, you may google it up. In these cases, we said information cascade has occurred. An information cascade has the potential to occur when people make decisions sequentially, with later people watching the actions of earlier people, and from these actions inferring something about what the earlier people know.
Lily Melrose, Fashion Blogger and Industry Commentator, comments: “Instagrammers and bloggers are undoubtedly the new tastemakers of obtainable and relatable style. Social media has totally changed the face of fashion today and the way we shop. The beauty of social sharing sites is that you can be inspired by such a wide range of people, from your friends, bloggers, celebrities and family.” (Digital Fashion Trends)
However individuals in a cascade are imitating the behavior of others, but it is not mindless imitation. Rather, it is the result of drawing rational inferences from limited information. So when you decided to buy a new foundation when you used up your old ones, you search online for the reviews, both good and bad. If you have more good signs saying the product is awesome than bad signs saying the product sucks, you are more likely to buys it. In the other way, if you have less good signs saying the product is awesome than bad signs saying the product sucks, you will not buy it. The same thing happens when you choose classes to take for next semester. When a lot of friends tell you Networks is an easy class, you are tempted to add it to your schedule because you may need it to boost your GPA.When all your friends post on Facebook about their views of elections and judgments of candidates and almost all of them prefer Clinton over Trump, you are more likely to vote for Clinton.
Since people make decisions based on inferences from what earlier people have done all the time, you can see information cascade all the time.