Feb 17, 2017 | By WGSN Insider
Big data meets consumer insights. Experience WGSN.
Are selfies now impacting our spending habits? Perhaps that goes without saying on the basis of wanting to look good, but new research from TK Maxx in the UK, also shows the population is buying more in a bid to not appear online in the same clothes twice.
In a move that sounds more Kim Kardashian than Kate Middleton, the retailer asserts that while the ultimate fashion faux pas used to be turning up to a party in the same outfit as someone else, today it’s all about being tagged more than once in it on social media.
A reported 28% of Brits admitted they buy new clothes just to avoid being multi-tagged in the same outfit, while 18% of them said they wouldn’t wear a look again if they knew there was a chance of it appearing online.
Better yet – men appear the biggest culprits, spending an average of £61 to “safeguard against this modern day anxiety”, as opposed to women’s £53.50. Facebook, Instagram and Twitter were cited as relevant platforms.
The study from TK Maxx, which polled 2,000 men and women from ages 18 to over 60, follows the launch of its spring/summer 2015 campaign celebrating the style of 10 of its customers.
Association with such insights is of course a smart move for a retailer that bases its branding on offering more for less. As Deborah Dolce, group brand and marketing director at TK Maxx, encourages: “We encourage people of all ages, shapes and tastes to enjoy expressing their style from within the wide and ever changing selection of designer finds and unique gems in our stores. Since our savings are outstanding, we’d love people to have some fun creating their own looks. Shoppers can find great labels and quality and curate many outfits that they love for less to ensure that their wardrobe is socially media-proofed.”
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