By Anisha Ali, Seham AL Amshan, Paula Fischer-Fodor, Alexandra Flores
Social media has been marketing fashion trends heavily, as a way to expand their commercial success. But Holloway Road residents are divided about whether their campaigns actually have the desired effect.
“It’s about attachment towards a certain brand,” said Sophia Nestoros, 18, nursery teacher and student at London Metropolitan University.
“If I would like to buy something and I see it on social media, I tend to get curious and attached to that brand for that particular product.”
She added: “I tend to use platforms like Instagram and TikTok for reviews and ratings on a certain brand of clothing.”
The #Fashion hashtag on TikTok has over 27 billion views, according to Influencer Marketing Hub. Brands tend to target their audience by tracking consumers’ behaviour and looking into their buying habits, according to Laine Roberts, blogger for Novel Hand.
“I mainly use social media to keep up with trends on sports footwear, but not necessarily for clothing,” said Humza Ado, 20, a full-time student at London Met.
“My visual references do not come from social media, it rarely influences my style,” added Alessandro, 25, Game Designer student at London Met, who did not want to disclose his full name.
“I just nitpick what I like from thrift shops and put it together, so I would say that I do not rely on social media for style inspiration,” he said.
According to a survey on YPULSE, 57% of 13-37-year-olds think that thrifting has been a big part of their shopping habits.
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