Fashion, SocialNetworks and Globalization are three components that, when we brought them together, results in one of the industries with the highest socioeconomic weight worldwide, thanks to social networks and the imposition of increasingly strong fashion through the International “ influencers ”, society is forced to acquire more clothes and in a faster way, with trends that can last from 6 months to 1 week, calling them weekly seasons. MNCs dedicated to the Fast Fashion industry such as, ZARA and H&M, have expanded the landscape of the affordable fashion. Thanks to these MNCs the trends of the big brands such as Chanel, Fendi, Prada, are available for a middle class market and more importantly, these trends are available in all corners worldwide.
But, how is it that the fashion industry has become that successful in recent decades? Well, this is thanks to the combination of several factors that allow us to be aware of trends, MNCs that put us those trends at the hand and the consumer psychology. The first of these factors is the reach of social networks now a days, societies are evolving and technology, too. The relationship between globalization and social networks is that people and companies can expand their knowledge, products, goods , services, markets, or in this case fashion to beyond any border. The boom of social networks such as Instagram, Facebook and twitter, among others, is making the relationship between man, technology and fashion interlace, as well as encouraging socio-economic development to continue. Another important branch for the fashion industry within social networks is digital marketing or to be more precise: the “Influencers”; An influencer is a person who has some credibility on a specific topic, and by his presence and influence in social networks can become an interesting prescriber for a brand. According to a recent study carried out in Germany by the Federal Association of Digital Economy (BVDW), one in five consumers confesses to having bought a product once after seeing it previously promoted by an influencer. Among young adults, almost 50% admit to buying using the recommendations of influencers. 19% of consumers confess that influencers have already at some time been their particular gateway to the purchase of very specific products. Among women this proportion is 22%, while among men the percentage falls slightly to 17%. These figures are very interesting, since most of the influencers are sponsored by the big brands, but this is not a problem for MNCs since they place similar or almost identical New In products in stores near the consumer at a much more accessible price, without having to spend a single dollar on ads.
Nowadays, geographically distant places are more interconnected than ever, even the MNCs have known how to enter different markets and less globalized and economically developed countries, so that trend clothes can be found from their headquarters to even in less developed countries like Congo, Cameroon or Nigeria. The INDITEX company that owns Zara, Pull & Bear, Bershka, Stradivarius, Massimo Dutti, Uterque, Zara Home and Lefties, has more than 7000 stores around the world, reaching 202 countries, which makes it one of the most successful companies of the world.
The effects of globalization are felt on a personal level, even on the choices we make in our daily lives, such as what we wear, are part of the process of our own identity. Today, images, articles, and styles are created and dispersed throughout the world much faster than ever, thanks to international trade, new technologies but especially thanks to consumerism. One of the innovations in the field of fashion and consumption in general is essentially aimed at the upper classes to spread vertically from the upper to the lower classes, this phenomenon is known as Trickle-down effect; It is a mechanism that allows the diffusion drop by drop of fashions, new lifestyles and consumption in general, thanks to the sense of belonging of the consumer society. All these factors that are interconnected, help the textile industry to be one of the most powerful socio-economically in the world, now you know, before buying a garment, think about all the factors that led you to want to acquire it, it is really necessary?
Borchers, D., & BVDW. (2019, April 8). One in five buys products because of influencers [Dataset]. Retrieved November 5, 2019, from https://www.bvdw.org/presse/detail/artikel/jeder-fuenfte-kauft-produkte-aufgrund-von-influencern-40-prozent-stoeren-sich-nicht-an-influencer-we/