People care a lot about their appearance again, according to the latest trending data from Reddit. Despite the continued global lockdown regulations, consumers are flocking to social media to learn how to look their best.
Professional fashion, nail polish, and menswear advice are just three of Reddit’s areas of focus that saw huge spikes in the past week. Despite changing work and school schedules around the world, people are now pulling themselves together with their outfits.
There has been a radical change, says Dan Gould, head of research and analysis for Reddits partners. Conversations have shifted from wrapping a Zoom background to actual wrapping. It’s a big correction.
r / BusinessFashion saw a 1,000% increase in views last week, illustrating an obvious interest in dressing for work, whether in the office or at home. The community, which defines itself as a place to inspire or be inspired to look your best at work, shared tips on whether certain outfits are professional enough for the office and offered a outfit for the day with other members.
One of the common jokes in Adland has been about people making Zoom calls in their underwear. this popular Snickers ad. It seems that people are now interested in wearing appropriate pants. Because people haven’t worn them for so long, people are wondering about shoes and pants, Gould says. They explore new styles and seek validation from the community. They are starting to be interested in wearing new things compared to what they wore before.
r / malefashionadvice, Reddits, the largest menswear community, saw a 10% increase in unique views last week. The best articles included a pants guide, a FAQ on the meaning of the various adjustments (lean, athletic, tapered) and a guide for stylish or chunky shoe styles.
Women also want to explore new looks. r / beautyinfluences saw a peak of 675% views, with significant interest in fall eye shadows as good as awesome DIY techniques. More precisely, r / nail polish saw a 500% increase, with renewed interest in DIY and professional manicures. Conversations ranged from transition to fall, with polish to match the feeling of the season, for go back to the manicure.
We’re seeing conversations about fashion exploration and retail therapy, says Will Cady, head of creative strategy at Reddits. People are starting to look for this kind of normalcy. This provides a great opportunity for marketers in retail, cosmetics and other segments who suffered during the lockdown. It is a positive sign of things to come.
Overall, this renewed interest in appearances is a symptom of the Third Act of Quarantine, Cady explains. Even if workers, students and others stay at home part time or full time, the internet is more social than ever.
With everything from job interviews to first online dates, the first impression remains a critical life experience that people are ready to invest in and succeed in. The brands that help people shine through the square screen on the other side are best placed for growth.
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