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Social media in the mass market and its affect on the consumers mental health.

RHIANNE COLEMAN

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Executive Sum Is there a link between mental health and following fashion influencers on social media?

This report will identify if using fashion influencers on social media within the mass market is affecting the minds of today’s youth, increasing anxiety and depression. Using a variety of quantitative and qualitative methods, research was undertaken to establish the extent of the UKs mental health crisis delving into reasons behind it. A Primary Research Survey was conducted, one-hundred people of different ages and genders were asked for opinions on connections between fashion influencers and the increase in mental health issues. Secondary research was gathered from articles, books and websites recording statistics from the mass market sector. Reinforcing evidence from the researcher’s own investigation, whose Survey revealed, 71% believed “social media is partially to blame for the increase in anxiety and depression within young people” (Coleman 2017). Statistics back this, showing “over the last 25 years teenagers’ anxiety and depression has increased by 70%” (Geraldine Bedell 2016). ‘Perfect looking’ influencers’ employed by the mass market to promote trends, can leave young people feeling less of themselves, losing self-esteem.

Research also indicating 41% agreed “influencers ma feel unhappy with their own appearance”, only 6% the opposite (Coleman 2017). Consumers have consid control over the market, due to current market comp and “consumer buying power”. Demand for new clothi millennials and generation Z is increasing, the mark to produce more, hence why fashion influencers ar so heavily. Promoting products on social media ma harmless, however the researcher’s findings indicat are negatives regarding mental health. The “perfec fashion influencers portray and endorse could leave feeling negative towards theirs. There are indicati

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ade them saying derable petition ing from ket needs re used ay seem te there ct life� e people ions that

social media could be used positively, by supporting mental health issues, helping people talk openly and breaking down stigma, perhaps by using real people on social media rather than flawless versions.

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Contents

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2-3 Executive summary 4-5 Contents 6-7 Key summary 10-11 Mass market 12-13 Social Media 14-15 Pestle 16-17 Porter Five Forces 18-19 Missguided Barbie 20-21 Be like barbie 22-23 Topman 24-25 Zara love your curves 28-29 Effects on consumer 30-31 Effects on consumer 32-33 SWOT 36-37 Conclusion 38-39 Reccommendations 40-41 Bibliography 42-43 Photo Bibliography

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Summary of the key topic

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Throughout 2017, the mass market consistently used “Fashion Influencers� advertising their brand through social media.

Pressure to always look perfect is placed on young people following Fashion influencers means their mental health could be affected. Diagnosis of anxiety and depression amongst teenagers increased 70% in the past 25 years, people attending hospital for mental health conditions more than doubled. Eating disorders amongst young adults and teenagers, has almost doubled in the last 3 years (Geraldine Bedell 2016).

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Mass Mar The mass market is known for providing mass produced, ready to wear garments in predetermined sizes, predominantly found in high street shops (Harriet Posner 2011). To save time and money, cheaper fabric is used and garments aren’t usually as well cut as its luxury counterpart. Within today’s market of ‘fast fashion’, clothing is normally worn just once or twice before being disposed of.

Trends only stay for short periods due to millennials constantly demanding something new, unwilling to wear the same outfit again.

Examples of mass market fashion retail chains include Topshop, H&M, Missguided and Zara.

Key leaders within this sector include Marks & Spencer’s and Next, possibly due to ‘Baby boomers’ who are a huge percentage of the population, although sales have slowed as they struggle to find the right trends.

(Mintel-2016). The mass market often waits a season, making sure styles catch on before

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rket producing their cheaper versions. Sales within 2016 for this sector also slowed due to political/economic uncertainty.

Consumers always on the lookout for discounts and sales, fuelling price competition (Passport country report2017).

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The mass market advertises very heavily, using television adverts, websites and social media, often incorporating famous influencers such as Zoella, Sarah Ashcroft and Shani Grimmond to help.

Influencers usually have a high following and affect consumers buying habits.

Using influencers on social media to promote brands can be a key issue within the fashion industry, how it is portrayed can have lasting effects on adults/teenagers, particularly affecting their mental health (Renée Tse-Fashion Magazine-2017).

Bloggers and influencers tend to portray ‘perfect lives’

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ocial media on social media, using pretend ‘candid photos’ which are probably heavily edited. This may be a cause of the increase of mental illnesses in children to young adults (Amanda Macmillan 2017). Influencers get paid large sums of money to promote companies brand and products, consumers having to decide whether to believe if what the influencer is saying is true or not. Many young adults buy from certain brands simply because an influencer they follow has promoted it via social media.

This could be because the consumer believes they will also have the ‘perfect’ life being portrayed on social media through consuming the product (Coleman,2017).

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Political

• Brexit vote causes consumers to lose confidence in UK economy and save money rather than spend, as pound slumped and is down 15% against the euro. This can cause people to spend less within the mass market due to wanting to save money. (Alex Hunt & Brian Wheeler,2017) • Government looking into the option of no deal and therefore would cause tariffs on imports and exports to and from the EU. This would bring up the price of clothing, and could possibly affect businesses as consumers may not be willing to pay new prices. The mass market may have to increase prices or find new suppliers which could affect quality (Chris Morris,2017).

Economic

• Inflation is 0.9% above wage growth, so goods and services cost more and consumers wages aren’t increasing with the price.

(BBC, 2017) Therefore consumers have less disposable income to spend within the mass market and may go more for the value market.

social

• Consumers aren’t focussing as much on trends as they used to and are more focussed on what influencers are wearing, causing quite a repetitive season-less style. This is shown within the mass market as trends are reappearing themselves and fast fashion is becoming an issue.

• UKs median age is 40, and median yearly wage is 27,000 meaning the UK on average is working class, therefore more likely to shop at the mass market sector. (John Bingham and Ashley Kirk,2015)

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Technological

• Growth of social media creates jobs for influencers, which is cheap and quick advertising for brands within the mass market.

• Mass market companies can look into what their consumers search on the internet to advertise exactly what they think will suit them best, this targets the right people with the best goods suited to them.

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• Business having to increase cost of goods and services to keep up with living wage increase. Half of firms in the service sector will have to increase prices due to the impact, as well as one in four employing less staff. (Shelina Begum,2015) • H&M sent representatives to the human rights tribunal in India to insist on improving working conditions for those in third world countries due to the law, as well as social and environmental responsibility. This affects mass market companies as they cannot break the law, and must follow their social responsibility. (Gethin Chamberlain, 2012)

environmental

• Fast fashion means a lot of environmental groups such as Greenpeace will stand up against the mass market brands, causing companies like marks and spencer to make a change and pledge to increase their Fairtrade and organic clothing and use fabrics which can be recycled more easily. (bbc, 2009) This means consumers within the mass market, may focus more on buying clothing from a brand which is thinking about the effect they have on the environment.

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Threat of new entrants MEDIUM

Bargaining power of suppliers LOW

Degree of competitive rivalry HIGH

Bargaining power of buyers HIGH

Threat of substitute products

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The threat of new mass market entrants is medium.

Value brands emerge frequently but need time establishing themselves, to find their niche, before raising prices, moving onto the highstreets and joining the mass market sector.

Suppliers’ bargaining power is low, due to “fast fashion”. Mass market shops commonly copy high end trends but with poorer quality. Buyers are always looking for cheaper products with comparable styles, meaning shops have difficulty increasing prices as there are many other outlets where buyers can go.

Buyers’ bargaining power being high means Topshop clothing

could also be found cheaper at New Look. The threat of substitute products is high and shops selling items based on similar high-end/ luxury trends can be found in many shops with the consumer searching for the best price. The degree of competitive rivalry is high. To overcome this, shops will advertise, offer discount codes and have sales promoting customer loyalty. It is a constant price battle between other mass market shops to get customers through the door.

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Missgui 18 18

ided Barbie 19 19

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BE LIKE BARBIE

Missguided released their “Barbie” campaign in 2017. A controversial choice, as Barbie for many years has been at the forefront of debate regarding the way young adults and teenagers perceive body image. If Barbie was a real woman “she would be 5’9”, weigh 110 pounds, and her body fat percentage would be so low that she would not be able to menstruate.” (mirror mirror, 2016). .

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Brands such as Missguided can have huge influences over the way people perceive themselves via their looks, this is particularly significant for the many teenagers and young adults. By using Barbie in their 2017 campaign, it could help promote an unhealthy body image, especially by using slogans like ‘Be like Barbie’. By using social media to promote their campaigns, Missguided are able to reach the majority of young people.

This could be a major factor as to why 88% of people who answered the researchers recent survey said they believed social media has a negative effect on mental health (Coleman 2017).

Missguided demographic of millennials are known for pushing the boundaries of fashion,

they like to show their own personalities through what they consider to be their own fashion choices. This means they can be very easily led by influencers who portray their own lives on social media and influence the way others behave. Missguided tend to use social influencers such as Sarah Ashcroft, Lydia Rose and Kay Evseeva who, via their popularly followed Instagrams, portray ‘perfect lives’ and ‘perfect bodies’.

Missguided have also been challenged for their bad choice of theme when selling ‘slogan tees’ using slogans such as ‘cute but psycho’. As a result, they were asked by Huffington post to stop using mental health as a style statement.

This type of inconsiderate attitude to serious topics could have a detrimental effect, causing millennials to believe it is ‘fashionable’ to have a mental health condition, actually promoting mental health in a negative way (Patricia Ekall 2017).

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Topman very r involving Chr program “Love running was f implied the w caused a huge content of ad Instagram as Mental Health to run the ad campaign whic own struggle (Campaign aga using Chris, as someone wh help break do problems, the as 75% of sui

This is an example of social media being used in a positive way to help people suffering with mental health to talk about it.

The negative press it got when it was first released was a very clever way to get publicity for the overall message the very next day.

bottle up th of social me encourage pe talk about i it was first everyone to the truth be getting ever

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recently conducted a campaign based on an incident ris Hughes, who during filming an episode of the television e Island” broke down in tears. The promotion they were for bottled water called “L’eau de Chris” where the adverts water was infused with Hughes’s tears. The launch instantly e outcry on social media, people criticising Topman and d, which had been simultaneously posted via Chris’s well as Topman’s. However, the very next day was World h Day and when Topman then revealed the reason they chose dvert was in order to draw attention to the #dontbottleitup ch had been launched. Chris Hughes spoke openly about his with mental health issues. Topman teamed up with “Calm” ainst living miserably) to promote men’s mental health, who is a huge influencer as well as now being recognised ho’s had struggles with mental health himself. In order to own the barriers and stigma associated with mental health ey used their platform quoting alarming statistics such icides victims are men and that as much as 84% of men

heir feelings (Topman blog,2017). This is a great example edia being used in a positive way, trying to help and eople who are suffering with mental health condition to it. The amount of negative press they initially got when t released was expected and was a very clever way to get discuss these issues and created huge publicity before eing revealed with the positive message the very next day ryone on-board.

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Zara found themselves at the centre of attention on social media, after someone tweeted a picture from one of their Dublin stores which was running a campaign ‘Love your Curves’. Contrary to the campaigns title, the picture taken only showed slim models. Many people seeing this instantly hit back at Zara, with the image getting over 8 thousand Retweets in less than 24 hours (Adam boult,2017). The campaign tried to show diversity, however consumers argued that by not using ‘curvy models’, Zara were promoting an unrealistic body image. It is argued that young girls seeing these images may believe these women have ideal bodies and that they would further doubt their own body image. This ad backs up the theory that the fashion industry on social media is portrayed through the use of ‘beautiful people’. The researcher found 86% of respondents were in agreement and 59% considered the models better than themselves (Coleman, 2017).

Social media has positive and negative attributes, by running this campaign.

Positively the way people reacted showed many believed it wasn’t right and complained on social media. People wanted to make sure this didn’t happen again, therefore changing the fashion industry for the better.

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Social media within the mass market has a major influence over the consumer.

72% of internet users are now on social media and 89% of those 18 to 29 year olds. Social media’s main demographic are Generation Z and millennials, who grown up using social media daily. “Generation Z teens are avid social media users.

According to Tech.co, 13% of Generation Z check their phone every few seconds, and 14% use their phone for 12 hours a day.” (Maks Fus Mickiewicz, 2017). Since the emerge of digital media consumers have almost complete control over the mass market, the growth of mobile capability’s, and unified data networks

EFFECTS ON THE CONSUMER fig 23

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88% BELIEVE SOCIAL

MEDIA HAS A NEGATIVE AFFECT ON YOUNG ADULTS

combining consumer information (Brian McDonald, 2017). Consumers shop where and when they want, when they want on whatever budget they have as there are always substitutes (DK, The business book, 2014).

The internet has changed consumer

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Effects on the consum

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expectations creating a sense of urgency.

Social media created a place for brands to advertise through influencers, consumers now able to slide up and buy something being worn by Sarah Ashcroft, expected immediately. Consumers expect same or next day delivery as well as to be able to share their lives, finding out what friends and family are up to all around the world.

Instagram and Snapchat both image focused forms of social media, have been ranked the worst for mental health and wellbeing according to a survey of 1,500 14-24 year olds. Both platforms can drive feelings of inadequacy and anxiety in young people (Maks Fus Mickiewicz, Jessica Smith and Karli-jade Fontiverio-Hylton, 2017). These platforms are important within the mass market as they use fashion influencers to advertise their brands through images. Social media has affected the consumer in positive and negative ways, increasing negative thoughts on body image and anxiety, however, also creating a place to break the stigma of mental health to help men and women talk about their feelings (Julie Penell, 2015).

Many social media users can be distracted from real life, as they are more focused on how aesthetically pleasing their social

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Strengths

Weaknesses

- Fashion influencers using their social media platform, highlighting mental health concerns, helping breakdown stigma.

-Influencers providing before and after shots showing enhancements i.e. photo-angle and lighting improve images.

- Influencers affect people’s mental state, promoting unrealistic body images/perfect lives.

- Increased anxiety, depression and eating disorders from effects of social media.

- People only wearing outfits once due to social media judgment/ pressure.

Opportunities -Social media could be used to promote body positivity.

-More influencers talk about their own mental health conditions to break stigma.

-Fashion industry using plus size/ real people to promote products.

Threats -influencers could be later penalised for promoting unhealthy body images.

-Bloggers could have negative image it can affect brands they work with.

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SWOT After conducting a SWOT analysis, research indicates weaknesses as well as opportunities and improvements in using fashion influencers when promoting to young adults.

From the primary and secondary research conducted, people indicated Social media as a factor for increased anxiety and depression. Influencers, promoting fashion brands portraying ‘perfect people’ can have lasting effects on young adults who may feel judged by what they wear and how they appear on social media (Coleman,2017).

“We know that many people on social media sites often present idealized versions of their lives, leading others to make upward social comparisons, which can lead to negative emotions”(RSPH Report,2017). Social media in the future could be used as a place to talk about mental health in a non-judgmental place. The opportunities for social media to turn around and become more positive are abundant.

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CAN YOU WHO YOU WE THE WORLD WHO YOU S 34 34

REMEMBER ERE, BEFORE D TOLD YOU SHOULD BE? 35 35

Conclusion

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This report’s purpose was to find whether fashion influencers within the mass market are affecting the mental health of young people. Primary and secondary research was conducted, for insight into the mass market and its role on social media. Researching past and present mental health statistics showed social media’s effect on those who’ve grown up with the rise of fashion influencers. Thorough research was imperative

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in determining its effect on consumers’ mental health, to find ways of breaking the stigma and preventing mental health hospital admissions from rising.

In conclusion, the researcher finds social media used within the mass market can have negative effects on mental health, fashion influencers creating a dream life causing people to reflect badly on theirs. However social media could be used more positively as shown in the “Topman� case study, promoting talking about mental health, breaking down stigma.

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Recommendatio The future of the mass market is unknown, however factors to consider when trying to predict fashion are climate change, technology, higher unemployment, market instability and disposable income. For instance, season-less fashion could appear where trends could be worn all year round, meaning consumers would be less likely to discard clothing after just a few wears.

The mass market would need to improve the quality of their clothing; however, this could possibly raise prices. Another factor would be the future of high street stores, brands may have to develop new ways to attract customers, if the amount of people shopping via online and mobile continues to

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rise. Shops may need to create a better shopping experience and clothing, and make stores more appealing. “Smart brands will have no choice but to, focus increasing amounts of attention on making their store spaces experiential brand starting points, with high production value” (Doug Stephens,2013).

Social media could become a place where instead of causing mental health problems, it becomes a place where people are able to talk about their emotions without judgment, helping break the stigma. The media is showing celebrities beginning to talk about their own mental health struggles, if fashion influencers followed suit and showed their own lives aren’t so ‘perfect’, it could help teenagers/young adults not feel judgmental of their own lives.

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Photo Bibliograph FIGURE 1 https://i.pinimg.com/originals/6d/b7/3d/6db73d0a9ea3abceaf609638169f8fad.jpg [01 October 2017] FIGURE 2 http://www.designlovefest.com/wp-content/uploads/downloads/2015/02/ Pink-Florals.jpg [20 October 2017] FIGURE 3 http://www.thatpommiegirl.com/2017/01/teddy-bear-chic.html [21 October 2017] FIGURE 4 https://i.pinimg.com/originals/aa/67/95/aa6795f39217666f16782b20cdc167da.jpg [20 October 2017] FIGURE 5 http://angelicablick.se/wp-content/uploads/sites/9/2016/08/coachella112.jpg [17 October 2017] FIGURE 6 https://static.pexels.com/photos/207239/pexels-photo-207239.jpeg [28 October 2017] FIGURE 7 http://aspynovard.com/wp-content/uploads/2016/10/bora-bora_-261600x1067.jpg [16 October 2017] FIGURE 8 https://www.muralswallpaper.co.uk/app/uploads/pink-brick-wallplain.jpg [14 October 2017] FIGURE 9 https://www.pinterest.co.uk/pin/532058143462516341/?lp=true [01 October 2017] FIGURE 10 https://www.pexels.com/search/shops/ [01 October 2017] FIGURE 11 http://wallpapercraft.net/wp-content/uploads/2016/08/Wallpapers-HD-Banana-Leaf.jpg [27 October 2017] FIGURE 12 https://www.zoella.co.uk/wp-content/uploads/2017/03/323B7976.jpg [12 October 2017] FIGURE 13 https://i2.wp.com/fashionandsounds.com/wp-content/uploads/2016/05/ jessie-khoo-fashion-and-sounds-beginning-boutique.jpg [31 October 2017] FIGURE 14 https://www.pexels.com/photo/clouds-coconut-tree-day-daylight-583399/ [16 October 2017] FIGURE 15 https://www.drapersonline.com/pictures/2000x2000fit/1/7/8/3053178_ missguidedbarbie6.jpg [18 October 2017]

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FIGURE 16 https://www.muralswallpaper.co.uk/app/uploads/pink-brickwall-plain.jpg [14 October 2017 FIGURE 17 https://media.missguided.com/s/missguided/H9881654_set/2/ barbie-x-missguided-pink-velour-embroidered-shorts.jpg?%24product-page__main--1x%24 [18 October 2017] FIGURE 18 https://www.thesun.co.uk/wp-content/uploads/2017/10/ nintchdbpict0003590833941.jpg?strip=all&w=500 [18 October 2017] FIGURE 19 http://www.designlovefest.com/wp-content/uploads/downloads/2015/12/Color_Swatch_alt.jpg [28 October 2017] FIGURE 20 http://www.jacquelynclark.com/wp-content/uploads/2015/09/ LarkLinen-Pink-Large.jpg [18 October 2017] FIGURE 21 https://media2.s-nbcnews.com/i/newscms/2017_09/1198490/ zara-curves-ad-today-170301-tease_9fa414a8c9d81c9126c3a9c327b5d3ce. jpg [19 October 2017] FIGURE 22 https://www.frankbody.com/wp-content/uploads/2016/04/ frank-1_10.jpg [23 October 2017] FIGURE 23 http://www.selflovebeauty.com/wp-content/uploads/2016/11/ Eating-Disorder.jpg [30 October 2017] FIGURE 24 http://el124.com/wp-content/uploads/2016/12/tammy-hembrow10-1024x1024.jpg [30 October 2017] FIGURE 25 https://i.pinimg.com/originals/4b/3b/f4/4b3bf4219511d78a15425fa33b2a4eb3.jpg [19 October 2017] FIGURE 26 https://i.pinimg.com/originals/07/c2/68/07c268fb4f47205fff1205f2a16b1bf0.jpg [19 October 2017] FIGURE 27 http://25.media.tumblr.com/tumblr_lxcuhhyChx1qa6ouoo1_1280. jpg [30 October 2017] FIGURE 28 http://marycostaphotography.com/wp-content/uploads/2016/03/ www.marycostaphotography.com-Sidecar-Doughnuts-002.jpg [31 October 2017] FIGURE 29 http://www.mijaflatau.com/content/uploads/media/MIJA_SUMMEREDIT_3.jpeg [31 October 2017] FIGURE 30 http://cdn.finest.se/wp-content/uploads/ sites/11159/2015/12/IMG_9471.jpg [31 October 2017]

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RHIANNE

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COLEMAN