Clothes retailers that stir up a hype via social media

[Roanpony]

I’m in / have been in a couple of Facebook groups for clothes / sports kit retailers that stir up a hype, especially around new product releases.

For anyone who doesn’t know what I’m talking about, they build up a “community” and when new products drop encourage people to post saying what they are buying etc.

On some of these groups there’s a handful of prolific posters who seemingly buy the whole range, post loads of pictures of themselves etc. They tend to be quite nice looking & look good in the clothes, but without being supermodel-good looking, if that makes sense. So like ordinary people who look good.

It makes me feel slightly uncomfortable as these prolific posters are “enabling” other people to participate in excessive shopping, perhaps vulnerable people or those who can’t really afford it.

It has occurred to me whether these prolific posters are actually paid and/or receive freebies from the retailer - a bit like when Instagram started and sponsored posts were not declared (seems a bit better these days).

Other common features of these groups seem to be describing themselves as a “safe space” for women and also a mentality of telling women they look fabulous all the time, even when they are wearing very unflattering outfits.

Anyhow, I’ve noticed this is an emerging marketing trend & I am still processing my thoughts so wanted to see what other people think.

I’ve deliberately not mentioned any names of retailers here as I’m not looking to bad mouth anyone.

I have issues with compulsive shopping and perceived scarcity in particular is a big trigger so I'm noticing this a lot too

Yes! The retailers I have followed are very good at the whole “limited edition” thing.
But at the end of the day all clothes are limited edition aren’t they. And I’ve noticed some (but not all) of these “limited editions” are still in stock months later...

I’ve noticed this with small childrens wear brands in particular - they have brand ‘reps’ who are rewarded with a discount or some free items and in return have to agree to pop up on social media wherever the brand is in order to promote it.
I think it’s a really murky area as (I could be wrong) these are basically undeclared adverts. And yes, it creates a weird cult-like vibe!

@BirdsInTheAttic I wonder if my friend is a brand rep for one of those companies as she fancies herself as a bit of an Instamum and is always name dropping where her kids’ clothes are from (she dresses them in quite a hipster style)

One of the brands I follow has “ambassadors” who they acknowledge as such, but I do also wonder whether some of the super shopper customers are also getting perks?!

I follow a lot of fashion vloggers on YouTube and I always assumed they were getting freebies at least, if not getting paid. Some of them announce a promotion, but sometimes they don't. It doesn't bother me as such, as I'm not overspending, (although I do spend quite a bit on clothes as it's my hobby / passion, but it's within my means). It does bother me if people who can't afford it are being targeted though.

My bugbear is some of the minimalist vloggers who go on about products which are ££££.
It bothers me because they've made a good living out of telling people not to buy stuff, but then they're recommending the right / approved stuff. I get the whole minimalist thing and I know they say buying one decent item is so much better than lots of cheap tat and I do agree. But some people can't really afford the one decent item or they buy it and it isn't that much better than a cheaper version. Anyway, it doesn't sit right with me, but that might be me being prickly.

It doesn't sit right with me especially if those vloggers are getting paid to promote something as they almost imply that people must buy this precise item, because there's this hidden suggestion that being a good minimalist buys the right products, so it's l tangled up with moralising how people spend their money, which is fine when you're talking to wealthy people, but some of these viewers really won't be. Not sure if I'm explaining myself very well here tbh! But hopefully you get what I mean.

I’m by no means an obsessive shopper but I got drawn in when I posted in a Facebook group for a sportswear brand asking which top to buy. Several posters (who I now realise are prolific) jumped straight in with “buy them both” or “I’ve got them both and they are both amazing” type comments - which sort of normalises excessive spending

I don't go near Facebook, especially the groups, which definitely seem quite culty sometimes.

Interesting that happened on a sportswear page. I do think sports equipment is an area where people can be encouraged to overspend, but there isn't the same judgement as when people who love fashion spend similarly on clothes. Just something I've noticed.

I'd be wary of those groups I think.

I agree @TortoiseShed
My sport has really taken off with women over the last couple of years as whereas the kit used to be more about function manufacturers have caught on and it’s becoming more of a fashion parade

It can be a status thing with sports IME as well, even if not a fashion parade. Having the right kit is sometimes encouraged when people aren't going to need all of it. Women being interested in fashion and men being interested in function is an assumption people make (including the sports brands as you say), which is why fashion is dismissed as frivolous spending but buying sometimes unnecessary kit for sports is not judged as frivolous! It's funny.

It isn't boxing is it? I've just started this and have found myself buying gloves, but that is it! I wear leggings I already have and keep my money for fashion

Yes I definitely know the groups you're talking about, too.

I have mixed feelings about it because I've worked for small independent businesses (not clothing) and creating an online community is one of the best ways for them to reach an audience. Paid advertising is extremely expensive and having loyal fans who hype the products is absolutely invaluable. And FOMO is the best motivation for people to buy.

The groups do tend to attract a certain type of people though, and I do worry when I see someone who clearly can't afford to buy much (by their own admission) using Klarna to buy every new release. And why do so many buy everything two sizes too small and then have the rest of the group say it fits great

@nordica yes!
Obviously i understand supporting other women and all that, but I think saying I think it would be more flattering in a different size or X,Y,Z might suit you better is nicer than lying about how great people look

In the olden days, when I was on Facebook, I was in a personal stylist's group, (not naming names), which had a HUGE following and people were literally not allowed to say anything negative. It specified it in the rules. This made sense from the perspective of preventing bullying and nastiness, but then it became "you look amazing babes" no matter what, so it lost all meaning. People wouldn't post for opinions if they didn't want them...having said that I recently braved posting a pic of myself on here a while ago and if someone had said I looked like a sack of shit, I'd have been sad. But if a lot of people had said "that dress does nothing for you", I'd probably have sent it back and been fine with it. It's fine to criticise an outfit, without criticising the wearer and I think that's what people normally want when they ask for opinions on their outfit.

PS: the dress got compliments, was on the pricey side and I can't send it back anymore, so please don't find the pic and say it's revolting

I’ve noticed this. Exactly like you say, there are (often regular) posters who look ‘great but not unachievable’ and you wonder if that’s just luck by the company, more attractive people self-selecting to post OR if there is something going on behind the scenes.

I don’t think any brand is going to take responsibility for “over consumption”it will be down to the consumer to stop engaging with it. If “influencers” are an effective way of reaching people then brands are obviously going to go down that route. You as the consumer have the control about whether you follow or don’t follow - buy the item or don’t buy the item. I’ve certainly bought items as a result of following certain threads on S&B so I know that I’m influenced by fashion chit chat and the buzz of a new purchase. There are influencers though who promote second hand including minimalists. There are influencers who are low shop / no new purchases/ “shop your wardrobe”so there are sources of fashion inspiration available but you just have to step off that treadmill.

Yes this is absolutely a thing. I used to be in the old Lucy and Yak community on FB and it was just like this before it imploded. I never bothered to join the new one so I don't know if it still is but it was very cult-like. I have noticed it too with a few mums I follow on Instagram and certain baby clothing brands. And the FB groups for Scandi kids clothing brands and ethical toys. I definitely see how people get sucked into the overspending and 'stashing'. It has made me sad to see people selling off huge 'stashes' of children's clothes and toys 'Because of an unexpected bill'.