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83% of US women will consult a social platform before making a fashion purchase

83 per cent of 18 to 24-year-olds say they consult at least one social platform before making a purchase in the fashion category, according to a report from Netbase.

In its survey of 1,005 US women, it found that 28 per cent are ‘social shoppers’ — women, who use social networks, and are influenced by the brands and products their friends use.

Millennials (those aged 18-24) are almost twice as likely to be social shoppers as female social media users of all ages.

Fashion blogs and message boards were the main sources of influence for 63 per cent of Millennials compared to the likes of Facebook (54 per cent).

However, visual marketing also plays an important role with the Millennial generation. 58 per cent of those surveyed look to Pinterest for inspiration in at least one fashion category, while 49 per cent look to Instagram.

The study also found that nearly one-quarter of female Millennials want to be ‘trendsetters’ and nearly one-quarter are willing to pay a higher price to be the first to have a new product.

Jennifer Faull

The Drum senior reporter Jen Faull provides news and insight on the latest developments in retail and FMCG.

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