The Micro-purse Cascade: Why Tiny Purses Have an Immense Societal Impact
In January of this year, prior to COVID-19’s reign of terror, Americans looked forward to the introduction of novel technological innovations, new scientific findings, and new opportunities. In fact, members of the populace suggested that 2020 would pave the way for a decade similar to that of The Roaring Twenties. However, when our predecessors suggested that the future would herald revolutionary inventions, it is safe to say that they were not referring to oddities like the micro-purse. Put simply, the micro-purse is a handbag that is so distinctly miniature that it is perceived as comical.
What purpose does the micro-purse serve in modern society? Who would purchase and utilize a purse that appears to have been made for dolls? These are questions that I found myself asking when I first saw an image of Lizzo, a notable funk-pop singer, holding a micro-purse at the American Music Awards. The image, which was soon plastered on popular social media platforms, sparked a debate about whether the item was worth purchasing. Individuals quickly created memes about the purse’s utility and joked that the purse could hold either a single mint or a quarter. Despite this, some argued that micro-purses were eccentric fashion accessories that exuded a sense of playfulness and creativity. Ultimately, when popular fashion houses rapidly began manufacturing their own versions of the micro-purse, an information cascade ensued.
Image by me
At first, it was unclear whether micro-bags were supposed to be novelty items, or everyday accessories. According to prominent stylists, the mini bag trend favors fashion over practicality, which further fuels its popularity (Sinha-Roy). In short, the bag is desirable because of its ability to elicit reactions from others. Additionally, I must note that despite its small size, the most sought-after tiny bags have hefty price tags. For example, one of the most favored micro-purses, the Le Chiquito by Jacquemus, sells for upwards of $500. Perhaps, the prices of these bags would drive consumers away? Due to the fact that people think that it is socially optimal to buy into the trend, this is simply not the case. As a result, companies advertised a more affordable option for people who were not entirely enamored with the trend. Due to this, the micro-purse became more accessible and the information cascade persisted.
At one point, it seemed as though nothing could stop the mini bag trend. Although some individuals considered the mini bag as a feminine accessory, men’s fashion labels constructed their own versions of the micro-purse to attract a masculine audience. In order to include individuals of different genders and sexual orientations, popular sportswear brands like Adidas and Nike created unisex satchels. Within a short span of time, the mini bag was created for a wide range of people. Nowadays, it is not uncommon for brands to consider different types of people when creating products, as inclusion may prevent controversy. This could also be considered as a marketing tactic rooted in the abandonment of traditional gender norms.
As stated in the article “A Theory of Fads, Fashion, Custom, and Cultural Change as Informational Cascades,” information cascades can be influenced by conformity, which can prompt individuals to “follow the behavior of the preceding individual without regard to his own information” (Bikhchandani 994). In other words, people are often willing to ignore their own personal values or beliefs in order to be accepted by their social circle. Therefore, some consumers may assume that they will obtain a positive payoff if they purchase a tiny bag. Despite this, the idea that mini bags produce social benefits was further complicated by the effects of the pandemic.
As the global pandemic worsened, fashion enthusiasts began to question the functionality of the micro-purse because of the need to carry cleaning supplies, gloves, and masks on-the-go. Prior to the pandemic, I carried my essentials in a small purse, but I eventually opted for a tote bag once I realized that I would need to carry more items. Admittedly, as someone who is fascinated by fashion and design, I initially thought that micro-purses were intriguing and trendy. In fact, I even considered purchasing a micro-purse at some point during quarantine. However, I determined that I would not have a positive payoff if I was to buy into the trend because it would have little to no impact on my social status. In contrast, subsequent to spotting Lizzo’s tiny bag on the red carpet, celebrities rushed to participate in the trend. Suddenly, mini bags were deemed as functional despite the fact that it was now impossible to carry necessary protective materials.
For the purposes of my analysis, I have constructed a social network of celebrities to depict how the adoption of mini bags spread across the links within the network. The spread of behavior within the network below does not necessarily mirror the order in which celebrities adopted the fad. The network simply consists of celebrities that were seen with mini bags throughout 2020. However, I must note that Lizzo was the initial adopter in this network because her usage of the mini bag inspired others within the network to adopt the new product. In other words, her actions caused a chain reaction of switches within the celebrity network. This eventually leads to a complete cascade, when everyone within the network switches to using micro-purses.
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Although mini bags are not as popular as they were in the beginning of 2020, they have had a lasting impact on the fashion industry. The bags that I have been seeing nowadays are not as miniature as micro purses, nor as large as tote bags. Despite the fact that we now have to carry more items with us, individuals seem willing to sacrifice functionality for fashion. Unfortunately, it appears that we might have a new cascade to look out for in 2021: the giant bag trend. Will you be a part of the cascade?
Sources:
https://www.jstor.org/stable/2138632