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The Fashion Culture and Our Behaviour

Fashion is a way of expressing ourselves through our clothing and accessories.

People try to stay “in fashion” and they are mostly influenced by popular culture which is a reflection of cultural forces as well as social factors.

Fashion becomes very important if you are a working woman or man.

Following the latest fashion trends highlights your personality and gives a classy look. Therefore, fashion is very important in our lives. Hence, many fashion designers work hard to create new designs for every season.

But much less visible, is the effect of globalization on the production of fashion.

As fashion images in magazines, music videos, films, the Internet and television speed their way around the world, they create a "global style" (Kaiser 1999) across borders and cultures.

For consumers in dominant Western countries, globalization means an abundance of fashions sold by giant retailers who can update inventory, make transnational trade deals, and coordinate worldwide distribution of goods at the click of a computer.

This means the consumers are reached via marketing and advertising on platforms such as TV, Social Media, Radio etc. This in turn spreads the word out about the latest trends and what the celebrities and now, the social media influencers are wearing.

The term "Influencer" literally means, a person or a thing that influences another.

Where as in business and marketing, the term also means; a person with the ability to influence potential buyers of a product or service by promoting or recommending the items on social media.

So, how many people can be Influenced by these Influencers?

These numbers are huge – as there are 7.7 billion people in the world, with at least 3.5 billion of us online.

This means social media platforms are used by one-in-three people in the world, and more than two-thirds of all internet users.

Social media has changed the world.

Brands offer money or gifts in kind for the influencers to mention their products in posts or display them to followers. It’s an unfiltered, largely unregulated space, and better yet, it’s used by a young demographic with plenty of disposable income.

Legally, influencers are meant to declare that this is a business transaction – either by including the hashtag #ad in a prominent position, or by using a tag specially created by Instagram, which labels the post as paid partnership, and mentions the brand below the influencer’s username. In practice, few do.

Research into the impact of clothes on behavior now suggests that there may actually be a link between what we wear and how we behave.

Science says that the clothes we wear affect our behavior, attitudes, personality, mood, confidence, and even the way we interact with others. This is “Enclothed Cognition“.

For example; Students that suffer from social anxiety disorder have said that wearing a single hoodie has helped them decrease the multiply panic attacks they suffer from throughout the day.

Also hiding behind a hoodie has said to protect students from the cruel judgment of there peers, helping relieve the stress of anxiety.

In what ways do your clothes reflect your personality?

The clothes reflect the personality through their shapes, colors, the way the person mix the items, the choices the person does, and so on. Each person is unique and must value his or hers uniqueness when enough self-confident.

In a nutshell, wearing clothes that make your features pop help you feel good about yourself and help you gain a certain level of self-confidence.


After learning all these facts about how fashion influences our behaviour and how these influencers are successfully marketing for the Globalized Fashion Brands on social media, with around 58% of the world's population (the majority) has access to it; I believe we need to make wiser and more personal choices when it comes to Fashion and Style.

To begin with, we need to buy from Ethical brands who source their products or material from responsible sources.

Secondly, since we are all using different social media platforms or search engines; we need to be more aware and careful about Social Media Ads and especially those involving the Influencers.

Put your health, preference, and likes/dislikes first, and be proud of it.

Let's all make informed and healthier choices when it comes to our lifestyle, which our hard-earned money, and valuable time spent to earn that money, is invested into.

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