Fashion, Social Media, and Network Effects
Before the rise of the Internet, “good” fashion was more limited to the upper echelons of society, which trickled down to the masses. But with the help of the Internet and the fast fashion industry, fashion trends are becoming more egalitarian. Fashion blogs, videos, and content have strengthened network effects within the fashion industry, placing everyday fashion advisors in an increasingly prominent position. One preliminary study identified a strong positive effect of fashion content and subsequent views, whether positive or negative, on fashion designs.
The effect of the Internet on fashion is complicated; on one hand, it allows everyday people to participate in the fashion world, widening possibilities for self-expression and expanding the number of people that can dictate fashion. Events such as the annual Met Gala have become cultural touchstones. On the other hand, the strong network effects of fashion content have possibly accelerated consumer consumption of fast fashion, a major contributor to carbon emissions. With the fall of 20th-century department stores, the fashion industry has increasingly turned to copying styles off of the runway the moment they are released, resulting in cheap and flat trends. Network effects create a positive feedback loop for large fashion retailers such as Shein or Forever 21 — stores begin to sell the same cheap clothing for a season, then move on to replicate the next trend. This system arguably discourages real innovation in everyday fashion wear.