A new model of consumption

In this article we will discuss about how fashion inspires social networks and the opposite effect. In recent years, various social networks have been developed around the theme of fashion. The two most used in France are: Vinted and 21 Buttons.

Vinted is an online marketplace that allows its users to sell, buy, and trade used clothing and accessories. Vinted was initially only dedicated to sale women’s clothing, then it expanded to children's and men's clothing, as well accessories such as jewelry, handbags, etc. Children's furniture, books and toys are also allowed. Vinted is a kind of social network because each user has a profile and can communicate with each other, like and comment on posts.

This new concept pushes fashion lovers or simply people looking for fashion pieces not to consume new, in stores. The goal is to privilege the trade "c to c", to recycle and especially to make good business. Obviously it influences fashion because it completely changes its mode of consumption and itself becomes a concurrent for brands.

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However, 21 Buttons is an application that defines itself as "the first fashion and online shopping social network". Thanks to it, you will be able to follow your favorite influencers and discover their looks in detail. So, you cannot only be inspired by it, but also buy your favorite pieces directly very simply. Finally, 21 buttons also allows you to generate money. If your looks generate direct purchases from people who follow you on the app, you can earn a percentage of the sales generated.

This application strongly influences fashion because it pushes consumers to buy the same clothes as influencers (much more than when we had to do the research ourselves to find their articles). There, everything is placed before our eyes, we just have to click to buy and look like them. In a way, it influences fashion by reducing the originality and creativity of the outfits. Now to be fashionable it is no longer the magazines that must be copied but these network stars. This change was already perseverable with the rise of Instagram but it is now all the more significant with this kind of application. To conclude, these new applications influence fashion because it simplifies our purchases and pushes us more to consumption.