{"id":3290,"date":"2019-01-30T06:07:39","date_gmt":"2019-01-30T00:37:39","guid":{"rendered":"https:\/\/www.vue.ai\/blog\/?p=3290"},"modified":"2024-04-30T10:18:45","modified_gmt":"2024-04-30T04:48:45","slug":"money-on-the-media-the-impact-of-media-social-conditioning-and-exposure-on-fashion-choices","status":"publish","type":"post","link":"https:\/\/www.vue.ai\/blog\/retail-trends\/money-on-the-media-the-impact-of-media-social-conditioning-and-exposure-on-fashion-choices\/","title":{"rendered":"Money On The Media: The Impact Of Media, Social Conditioning And Exposure On Fashion Choices"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69ecc2bb276db\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69ecc2bb276db\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/money-on-the-media-the-impact-of-media-social-conditioning-and-exposure-on-fashion-choices\/#marketing-thrived-on-gender-differences\" title=\"Marketing Thrived On Gender Differences\">Marketing Thrived On Gender Differences<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/money-on-the-media-the-impact-of-media-social-conditioning-and-exposure-on-fashion-choices\/#if-its-on-tv-its-probably-right\" title=\"If It\u2019s On TV, It\u2019s Probably Right!\">If It\u2019s On TV, It\u2019s Probably Right!<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/money-on-the-media-the-impact-of-media-social-conditioning-and-exposure-on-fashion-choices\/#printing-my-way-to-success\" title=\"Printing My Way To Success\">Printing My Way To Success<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/money-on-the-media-the-impact-of-media-social-conditioning-and-exposure-on-fashion-choices\/#when-media-comes-knocking\" title=\"When Media Comes Knocking\">When Media Comes Knocking<\/a><\/li><\/ul><\/nav><\/div>\n<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">5<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p><span style=\"font-weight: 400\">If you had to pick the single most powerful influence on determining fashion trends, which one would you pick?<\/span><\/p>\n<p><span style=\"font-weight: 400\">We\u2019d certainly hedge our bets on media, in all of its myriad shapes and varieties. Today, we know that social media has a huge role to play on fashion choices and the way people see themselves. However, using media and marketing as ways to drive trends and preferences is not new.<\/span><\/p>\n<p><span style=\"font-weight: 400\">A pop-culture example is the widespread acceptance of body hair on women until 1915. It is only with the advent of sleeveless dresses in the early 1900s that women were expected to shave their underarms. That<\/span><a href=\"https:\/\/gillette.com\/en-us\"><span style=\"font-weight: 400\"> Gillette<\/span><\/a><span style=\"font-weight: 400\"> completely cashed in on the trend and sold one million women\u2019s razors in a year is not just a coincidence.<\/span><\/p>\n<p><span style=\"font-weight: 400\">In media and marketing, it is often hard to tell which came first- the chicken or the egg. However, in <\/span><a href=\"https:\/\/gillette.com\/en-us\/products\/razors-trimmers-and-blades\"><span style=\"font-weight: 400\">Gillette\u2019s<\/span><\/a><span style=\"font-weight: 400\"> case, the sleeveless dresses and women\u2019s razor prototypes certainly came before the actual<\/span><a href=\"https:\/\/www.allure.com\/gallery\/history-of-womens-body-hair-removal\"><span style=\"font-weight: 400\"> hair removal revolution<\/span><\/a><span style=\"font-weight: 400\">.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Let us look at a few different examples of how media in all its myriad forms made, and continues to make, an impact on the clothes we adore, idolize, buy and wear.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"marketing-thrived-on-gender-differences\"><\/span><b>Marketing Thrived On Gender Differences<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<figure id=\"attachment_3294\" aria-describedby=\"caption-attachment-3294\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3294\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/01\/1395704006588.cached-1200x800-300x200.jpg\" alt=\"\" width=\"750\" height=\"500\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/01\/1395704006588.cached-1200x800-300x200.jpg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/01\/1395704006588.cached-1200x800-768x512.jpg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/01\/1395704006588.cached-1200x800-1024x683.jpg 1024w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/01\/1395704006588.cached-1200x800.jpg 1200w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-3294\" class=\"wp-caption-text\">Source: Likeitgirl<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400\">Traditionally, marketing in fashion has always been targeted at one gender. Research now shows us something that marketers around the globe have known all along- that women think of shopping as a social experience, and that their buying choices are often determined by a desire to own than necessity alone.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Men, on the other hand, prefer to make fashion choices to \u2018stand apart\u2019, and their purchases are more out of necessity than desire alone. Well, we daresay that men have far fewer choices in clothing than women do, and it is, therefore, no surprise that shopping isn\u2019t an experience they usually value.<\/span><\/p>\n<p><span style=\"font-weight: 400\">However, in the past decade or so, things have changed and how! The <\/span><a href=\"https:\/\/www.vue.ai\/blog\/trends-and-analysis\/putting-your-best-foot-forward-in-the-billion-dollar-footwear-industry\/\"><span style=\"font-weight: 400\">burgeoning sneaker culture<\/span><\/a><span style=\"font-weight: 400\"> is at its peak today, and it was promoted by the men. Sneakers and footwear, in general, offered something that clothes couldn\u2019t until recent times- a chance to flaunt without looking out of place. As a result, men found new interest in grooming choices, and have gently placed one foot in front of another (pun intended) to finally get to metallic bomber jackets, statement printed shorts, cropped pants and the like.<\/span><\/p>\n<p><span style=\"font-weight: 400\">In the days of gender-specific marketing, it was important for brands to be seen, and seen again, in a variety of different contexts so their patrons, who were careful in consideration, social in opinion-formation and deliberate in their purchases, could give them some attention. Indeed, we\u2019d go so far as to say that media\u2019s only role in fashion at one point was to help people form opinions. Brands that succeeded have gone on to build a heritage.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"if-its-on-tv-its-probably-right\"><\/span><b>If It\u2019s On TV, It\u2019s Probably Right!<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400\">To consider the sort of influence media had on fashion choices, we need to take a critical factor into account.<\/span><\/p>\n<p><span style=\"font-weight: 400\">In 1970, the average Jane exposed to the media of her times saw, on average, <\/span><a href=\"https:\/\/www.cbsnews.com\/news\/cutting-through-advertising-clutter\/\"><span style=\"font-weight: 400\">500 pieces of promotional material.<\/span><\/a><span style=\"font-weight: 400\"> That is actually quite a lot! Take into account engaged advertising such as TV programs, newspaper ads, and magazines as well as passive encounters through billboards and the radio. But that is quite nothing compared to how many<\/span><a href=\"https:\/\/www.gumtree.com.au\/s-seller\/Jane\/1011092882\"><span style=\"font-weight: 400\"> ads Jane<\/span><\/a><span style=\"font-weight: 400\"> would see today.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Can you take a guess? The average individual is exposed to 5000 pieces of advertising today. To be sure, this includes all marketing efforts and not just blatant advertising, but that is 5000 pings on a brain that also does other things. In a day.<\/span><\/p>\n<p><span style=\"font-weight: 400\">About two or three decades ago, well before the advent of the internet, fashion marketing took on several avatars.<\/span><\/p>\n<figure id=\"attachment_3295\" aria-describedby=\"caption-attachment-3295\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3295\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/01\/shutterstock_692843581-300x200.jpg\" alt=\"\" width=\"750\" height=\"500\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/01\/shutterstock_692843581-300x200.jpg 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/01\/shutterstock_692843581-768x512.jpg 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/01\/shutterstock_692843581.jpg 1000w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-3295\" class=\"wp-caption-text\">Source: Shutterstock<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400\">Popular fashion channels such as Fashion TV were gold mines of information on the latest trends. Moreover, designer interviews and backstage shots on these channels often gave the unsuspecting customer wide exposure to a brand, and in ways that aren\u2019t actively pushing them to buy.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"printing-my-way-to-success\"><\/span><b>Printing My Way To Success<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400\">Print media, though fairly obsolete today, was once a powerful tool for forming opinions.<\/span><a href=\"https:\/\/www.vogue.com\/\"><span style=\"font-weight: 400\"> Vogue\u2019s<\/span><\/a><span style=\"font-weight: 400\"> print magazine was <\/span><i><span style=\"font-weight: 400\">the <\/span><\/i><span style=\"font-weight: 400\">reference for all things fashion.<\/span><a href=\"https:\/\/www.vogue.com\/\"><span style=\"font-weight: 400\"> Vogue\u2019s<\/span><\/a><span style=\"font-weight: 400\"> editors could make or break a fashion trend even before it went out the doors. Soon,<\/span><a href=\"https:\/\/www.harpersbazaar.com\/\"><span style=\"font-weight: 400\"> Harper\u2019s Bazaar <\/span><\/a><span style=\"font-weight: 400\">began taking over with features on celebrities and who wore what to the most happening events around the world. For a tuned-in customer looking for information to make a choice, these were the first \u2018opinion pieces\u2019 of the time that helped them do just that.<\/span><\/p>\n<p><a href=\"https:\/\/www.quora.com\/What-is-print-media\"><span style=\"font-weight: 400\">Print media<\/span><\/a><span style=\"font-weight: 400\"> often reaches only its active subscribers. In other words, only those people who would pick up a<\/span><a href=\"https:\/\/www.vogue.com\/\"><span style=\"font-weight: 400\"> Vogue <\/span><\/a><span style=\"font-weight: 400\">magazine would see the ads in it. Today, we\u2019d call it<\/span><a href=\"https:\/\/www.optimizely.com\/optimization-glossary\/inbound-marketing\/\"><span style=\"font-weight: 400\"> inbound marketing,<\/span><\/a><span style=\"font-weight: 400\"> and we\u2019d know that it works better than passive encounters.<\/span><\/p>\n<p><span style=\"font-weight: 400\">However,<\/span><a href=\"https:\/\/oaaa.org\/AboutOOH\/OutofHomeAdvertising.aspx\"><span style=\"font-weight: 400\"> Out-Of-Home <\/span><\/a><span style=\"font-weight: 400\">advertising, or OOH, in short, was also impactful, but in different ways. A hoarding or a billboard would give the fashion brand some serious visibility. Hence, these billboards had to be supremely impactful and also give rise to the first supermodels of our generation. Who can forget <\/span><a href=\"https:\/\/www.imdb.com\/name\/nm0385962\/\"><span style=\"font-weight: 400\">Tom Hintnau<\/span><\/a><span style=\"font-weight: 400\">s in nothing but mare essentials on a <\/span><a href=\"https:\/\/www.timessquarenyc.org\/\"><span style=\"font-weight: 400\">Times Square<\/span><\/a><span style=\"font-weight: 400\"> billboard for<\/span><a href=\"https:\/\/www.calvinklein.us\/en\"><span style=\"font-weight: 400\"> Calvin Klein<\/span><\/a><span style=\"font-weight: 400\">? Or <\/span><a href=\"https:\/\/www.vogue.com\/tag\/model\/kate-moss\"><span style=\"font-weight: 400\">Kate Moss<\/span><\/a><span style=\"font-weight: 400\"> in the<\/span><a href=\"https:\/\/fashionista.com\/2017\/06\/calvin-klein-obsessed-kate-moss-campaign\"><span style=\"font-weight: 400\"> Obsession campaign<\/span><\/a><span style=\"font-weight: 400\">, again for CK?<\/span><\/p>\n<p><iframe loading=\"lazy\" title=\"CALVIN KLEIN OBSESSED\" width=\"1778\" height=\"1000\" src=\"https:\/\/www.youtube.com\/embed\/lY96W1m7EnQ?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/p>\n<p><span style=\"font-weight: 400\">It was going to be just a matter of time before the individual became the influencer, paving the way for celebrity endorsements.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Fashion brands from around the globe can thank their tennis stars for giving them exposure beyond what would otherwise be possible. Often considered a global sport and one with personality, brands cannot keep their hands off of tennis players\u2019 gear and attire. This particularly applies to sports labels and watchmakers. <\/span><\/p>\n<p><span style=\"font-weight: 400\">Moreover, endorsements back in the day often happened subtly. It was just a given that <\/span><a href=\"http:\/\/www.007.com\/\"><span style=\"font-weight: 400\">James Bond <\/span><\/a><span style=\"font-weight: 400\">would only drink his<\/span><a href=\"https:\/\/www.liquor.com\/mosaic\/martini-recipes\/\"><span style=\"font-weight: 400\"> signature martini,<\/span><\/a><span style=\"font-weight: 400\"> and wear his<\/span><a href=\"https:\/\/www.omegawatches.com\/planet-omega\/cinema\/james-bond\"><span style=\"font-weight: 400\"> signature Omega watch<\/span><\/a><span style=\"font-weight: 400\">. There was no need for disclaimers, and none were provided.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"when-media-comes-knocking\"><\/span><b>When Media Comes Knocking<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<figure id=\"attachment_3296\" aria-describedby=\"caption-attachment-3296\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3296\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/01\/49466845_368208123968030_7979587715385632928_n-240x300.jpg\" alt=\"\" width=\"750\" height=\"938\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/01\/49466845_368208123968030_7979587715385632928_n-240x300.jpg 240w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/01\/49466845_368208123968030_7979587715385632928_n.jpg 640w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-3296\" class=\"wp-caption-text\">Source: Accidental Icon<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400\">The relationship between fashion and media reached its true tipping point with the advent of social media. For one, marketing can now be targeted, personalized and completely tailored to the times.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Plus, our definition of influencers has changed. We\u2019re not looking only at the celebrity anymore, and instead focusing on fashion influencers who share the same preferences on us. This has given birth to a whole crop of successful voices on platforms like Instagram.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Blogging and digital editorials have also replaced traditional opinion pieces. In a way, today, everyone can have an opinion. If it is worth the while, that someone will soon have a flock of followers. In fashion, Tami Reed of<\/span><a href=\"https:\/\/www.instagram.com\/talkingwithtami\/?hl=en\"><span style=\"font-weight: 400\"> Talking With Tami <\/span><\/a><span style=\"font-weight: 400\">is just one of the thousands of bloggers who have found fame and a voice through social media.<\/span><\/p>\n<p>https:\/\/www.instagram.com\/p\/BtTdU-sF_XU\/<\/p>\n<p><span style=\"font-weight: 400\">This democratization of fashion wouldn\u2019t have been possible otherwise. Case in point- <\/span><a href=\"https:\/\/www.instagram.com\/iconaccidental\/?hl=en\"><span style=\"font-weight: 400\">Accidental Icon<\/span><\/a><span style=\"font-weight: 400\"> and <\/span><a href=\"https:\/\/www.instagram.com\/p\/BgXB1XyAsnm\/?taken-by=gabifresh\"><span style=\"font-weight: 400\">OG Fat Girl.<\/span><\/a><span style=\"font-weight: 400\"> It is only because of the work of breakthrough influencers that brands today are considering different body types and age demographics.<\/span><\/p>\n<p><span style=\"font-weight: 400\">What, then, does the future look like? We\u2019re still going to turn to<\/span><a href=\"https:\/\/www.vogue.co.uk\/\"><span style=\"font-weight: 400\"> Vogue<\/span><\/a><span style=\"font-weight: 400\"> for opinions on the plethora of fashion weeks that happen all year round. We will still drool over billboards. But now, we\u2019ll also pepper our views with what our favorite influencers think, and what we experience on several different media, offline and online. Applications like <\/span><a href=\"https:\/\/www.pinterest.com\/\"><span style=\"font-weight: 400\">Pinterest<\/span><\/a><span style=\"font-weight: 400\"> are an unending source of inspiration for those making fashion choices, and many new brands are aware of this. The selling point, yet again, is the picture. Except this picture can be found everywhere you look.<\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">5<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> If you had to pick the single most powerful influence on determining fashion trends, which one would you pick? We\u2019d certainly hedge our bets on media, in all of its myriad shapes and varieties. Today, we know that social media has a huge role to play on fashion choices and the way people see themselves.  &#8230;<\/p>\n","protected":false},"author":23,"featured_media":3297,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1523,1161],"tags":[30,154,8,35],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Money On The Media: The Impact Of Media, Social Conditioning And Exposure On Fashion Choices | Vue.ai Blog<\/title>\n<meta name=\"description\" content=\"Delve into the influence of media, social conditioning, and exposure on fashion choices. 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