Back in the ’80s, when I was in high school, my friends and I got our style savvy from wandering the mall, watching MTV or copying the lead character in a John Hughes movie. We relied on window shopping, television and movies to determine the latest pair of jeans to purchase, the handbag we had to have and what funky school supplies to buy.
Social Media has Changed the Paradigm
While our mothers may have struggled to understand our obsession with certain brand names, today, it may be just as hard to understand how certain products become popular so quickly. The answer is Social Media. People of all ages today rely on Social Media platforms to tell them what is “hot” and what is not. And while TV and celebrity endorsements were once the best way to start a “buzz,” today’s consumers are not interested in paid advertisements or celebrities. They want to hear from “real” people, who are more like them, people who are willing to share their experiences. These people are known as “influencers.” They are perceived to be more authentic and trustworthy.