What makes 'everybody' want to wear something?

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This was published 4 years ago

What makes 'everybody' want to wear something?

By Annie Brown

You know how it is. You think you've honed your own personal style. Impervious to trends or influencers you make your own decisions about what you'll add to your wardrobe.

And yet, you look up from your Aperol spritz and there are five other women wearing the same leopard print midi skirt. Some of whom, just like you, might seriously be contemplating getting an anklet (didn't you hear? They've made a comeback).

Spell and & the Gypsy Collective Zodiac necklace.

Spell and & the Gypsy Collective Zodiac necklace.

The skirt that started it? The Naomi silk slip skirt from Réalisation par, the brand started by Alexandra Spencer and  Teale Talbot.

Both of whom still can't believe how crazy it went.

"We keep being amazed by how popular it is and continues to be," the pair write over email.

Realisation Par's Naomi slip skirt.

Realisation Par's Naomi slip skirt.

"We knew the Naomi had really started to be a big hit when you get press alerts with headlines saying things like 'Instagram's most popular skirt' or when someone like Leandra Medine (of the website The Man Repeller) writes a funny article on why she still wants to wear the skirt everyone has. It's cool to know even though people have seen the skirt, their best friend and colleague might own it, that they still want it!"

The downside to the success, along with the pressure to come up with the next hit, and fast, is the copycat factor.

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"With this success, unfortunately also comes countless knock offs – and the Naomi certainly have inspired many! But as they say, isn't imitation the sincerest form of flattery? We understand fashion is a fast game, but it can be frustrating, especially, when you go to a market and you see people selling imitation versions of clothes, using almost your prints, on a cheap fabric, you think to yourself, 'Where did you get this?'"

Last week journalist Elizabeth Paton wrote in the New York Times of the latest fashion item to go viral: a polka dot smock from Zara (which retails for about $70) which has become such a common sighting at brunch, baby showers and produce markets it has spawned its own Instagram account where sightings of "the dress" are submitted.

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Yes, uploading photos of women going about their day in their new favourite dress is a little problematic, though as Paton notes, @hot4thespot is kind in nature and also points to a shift in consumer behaviour and a subsequent impact on fashion businesses.

"The virality of this latest garment and others that have come before it, as well as the online discourse built around it, is also a clear example of the power of social networks, and the fact that in an increasingly digital age, many customers want to see their favourite brands or purchases on display on people just like them, affirming their buying decisions and reassuring them they are part of the crowd," writes Paton.

The sense of belonging, or feeling part of a tribe, is a behaviour pattern that Anastasia Lloyd-Wallis, general manager consumer insights at the Retail Doctor Group, says fits in with its "harmoniser" consumer profile. This is the kind of person who likes to see what other people are doing (or wearing) first before giving it a try. The person starting the trend? That would be the "hedonist." You know who you are.

Lloyd-Wallis says that 95 per cent of consumer behaviour is personality based.

Psychologist Jocelyn Brewer says there are several factors at play when it comes to viral fashion, including status and scarcity, as well as accessibility.

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"In the Zara dress case it might be that the virality is not about scarcity or status, but the fact it's accessible, functional and the saturation of social media posts might mean its easy to capture out in the wild being worn by everyday folks," she says.

Having clothes go viral is something Becky Cooper and Bridget Yorston, the duo behind the Australian brand Bec & Bridge are familiar with. Their clothes are frequently worn by the likes of models Kendall Jenner, Bella Hadid and Hayley Baldwin and they can struggle to keep up with the demand as a result.

Cooper says this virality has had a positive impact on the business.

"Styles that go viral have a hugely positive impact on both our global brand and sales exposure, from online through to our retail stores and our world wide wholesale business. When Kendall Jenner was spotted in our Slick Rick Mini Dress last summer, our customer service team was flooded with calls and emails regarding the styles availability.

"This dress was another sell out and in turn we have worked similar styles and the same fabrication into future collections. Because of the exposure of the Slick Rick Dress online, this particular fabrication and silhouette has become a signature for Bec + Bridge," she says.

It's a similar story for Elizabeth Abegg, co-founder & chief brand officer of the Byron-based label Spell & The Gypsy Collective when they launched their Stargazer Zodiac necklace last year

"We knew that they were something our community would love but didn’t expect them to take off quite as rapidly as they did! They were an immediate hit and are still one of our most frequently requested piece by influencers and stylists globally. We have recently restocked them online for the third time and we will be launching them in silver due to demand in the near future," she says.

"I think the viral success of the necklaces was due to a mix of timing and getting the product right. The piece is simple and timeless yet showcases a small part of the wearer’s personality and can be worn so many different ways. During a time when more and more people are becoming interested in astrology the launch was also very timely."

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