In 2019 there was quite a few popular cultural changes that impacted many people by the way that they behave as a consumer. Personally, as a consumer I do a lot of things that many other people do that we do not even think about, we just do it and this could be out of influence, morals, convenience or many other factors that apply to the individual person.
I have watched a reality tv show for a while now called Love Island, the show has grown into a programme that can open a lot of doors for the contestants. Obviously, there is a lot of outfits worn on there from specific brands and as the show has got bigger and how the demographic of young people is so high, they know that this target audience is very influential and will take inspiration by what they see. So of course, why not take this opportunity and collaborate with other fashion retailer brands like Misguided to create a boost in sales. This is exactly what they did and still do to create brand recognition and awareness, they also have an app that you can download and actually have a section where you can look for the specific outfits that has been worn by the contestants.
As a fashion lover I am constantly drawn to peoples outfits on a daily basis even if I particularly wouldn’t wear something myself, I can’t help but be curious and gain inspiration. So as someone who watches Love Island, a lot of the brands that the contestants get to wear are brands that I buy from already so it is definitely convenient for me to watch the show and get inspiration for what I may like and want to wear in the future. The app is extremely handy because I find myself watching the show and clicking on the ‘islandstyle’ to see if a particular item is in stock.
Regrettably I do not consider the environmental impact because I do shop fast fashion and it would be hypocritical for me to say I do care. I recognise it is bad but it is the convenience factor for me that I love so much. As for celebrity preferences this is not something that motivates me to buy, its more so the fact that if I like an outfit Im going to buy it regardless of who’s wearing it.
Molly's Market of Fashion 