The results follow a growing trend for Brits using social media and fashion blogging to drive crowd-sourced fashion choices, with one in seven (15%) of the nation even sharing images direct from the fitting room to canvas opinion, with one third (35%) of tech-savvy girls and boys aged 13 following suit.
This social fitting room has resulted in nearly one in three (28%) Brits spending over two hours choosing an outfit on the high street or (33%) online while we wait for a friend’s yes or no.
With one in five (21%) Brits admitting to taking selfies of their outfits when out, social media’s influence on fashion choices is not just limited to pre-purchase fashion choices. Two in five (43%) confessed they discarded an outfit that wasn’t social-media proof and got fewer than ten likes on Facebook and Instagram.
Social media sites are now the port of call for fashionistas looking for inspiration, with 43 per cent using Facebook, Pinterest and Instagram to learn about current trends and 38 per cent of men following celebrity profiles for advice.
With two in three (68%) shoppers stating they’d be more likely to buy an item of clothing worn by a fellow shopper, the traditional use of photos featuring professional models is seemingly falling out of favour.
Sharing fashion choices is definitely a young person’s game with those aged 28 deemed the most active social stylistas, following in the footsteps of snap-happy celebrities of the same age such as Rosie Huntington-Whitely, Blake Lively, Michelle Keegan, Ellie Goulding, Lady Gaga, Zac Efron and Drake.
The most commonly shared fashion items on social media have been revealed as evening dresses, wedding outfits, tops and women’s heeled shoes. Images of dull underwear, granny pants, purses / handbags and workwear the most likely to receive the least likes and be thrown away.
Dr Linda Papadopoulos (pictured), behavioural psychologist said: “These results are unsurprising as, although online shopping is becoming increasingly popular, many of us still rely on our friends’ approval when purchasing new clothes or accessories. The research by Shopa suggests that, as shopping has migrated online from in-store, social media ‘likes’ are now one of the keys to driving purchase.
“The ease of being able to share a visual representation of the look or style we’re trying to achieve makes it not only easier to reach out for validation, but indeed it also fits in with the norms of social networking; where acceptance of our choices is actively sought out. It’s not surprising therefore that some people are waiting up to two hours for that nod of approval before making a purchase.
“The poll’s findings regarding the fashion habits of those in relationships are also interesting. Clothing is a big part of how we express our identity, so, admitting that we don’t like our partner’s style can be difficult. It’s interesting to see the lengths people will go to, to avoid these tricky discussions, using covert means such as feigning ‘loss’ or going as far as to deliberately ruin something!”
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