Digital Smarts - Social Media Changing Retail Shopping/Fashion
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Social media has changed the way we do many things, and for young girls, shopping is one of them. In a recent Business Insider article, Mallory Schlossberg states that young people care more about purchasing experiences rather than actual items. "Their entire life, if it's not shareable, it didn't happen. Experiences define them much more than the products that they buy," says Generation Z expert Marcie Merriman. Schlossberg proposes that this could be the reason traditional retailers like Gap and J.Crew are struggling, since they operate on a slower fashion cycle and charge higher prices than fast-fashion rivals like Zara and Forever 21. In order to keep up with the culture created by social media, these young people are looking to buy more clothing at lower prices as soon as possible, and to translate those purchases into experiences on Instagram and Snapchat..