Peer to Peer Influence on Fashion
Several components act as influencers. Members of a peer
group or reference group have a profound effect on consumer buying decisions and
sense of style.
In addition to affecting consumer decisions, peer
discussions and reviews also can sway the decisions of members of the apparel
Think about the fashion designer that develops a new
dress. She is so proud and walks down the hall to show her friend that works in
the merchandising department. Before the desinger can say a word, her friend
says, "yuk, where did you find that ugly dress?". Won't that statement effect
the designers opinion of the work she has just completed. Possibly she will go
back to the drawing board and start again. Peer-to-peer evaluation would have
altered what would be in the stores next season.
Television, magazines, friends & family, etc., all act as
influencers. Some peer-to-peer methods are subtle and others are very pushy in
an overt way. Regardless of the method, it is “influence" driving us none the
If your peers tell you that your shirt is ugly, you may
actually believe them and stop wearing that shirt. Try to tell your friends and
family that they look very stylish. This will give them confidence. Obviously,
if they look ridiculous, don’t let them go out looking that way… Friends
don’t let friends look stupid.
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influencing the fashion industry
and influencing consumers of fashion.
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