Why Do We Dress Like Other People?
Let's be real, we've all been there. One minute you're scrolling through TikTok, and the next you're deep-diving into online forums and fan accounts trying to find out where your favourite influencer got their latest outfit. Don't even try to deny it – you've probably at some point typed "Where is Molly-Mae Hague's _________ from" into a search bar at least once, no?
So, what's the deal? Why are we, whether consciously or unconsciously, so inclined to dress like other people? Why does everyone dress the same? Let's break the psychology of it all down.
Are heels and joggers a thing…?
Sometimes, We Just Like What They're Wearing!
The simplest explanation is often the most accurate: We genuinely like an item of clothing worn by someone else. Whether it's Dua Lipa's tank top you've seen on "Steal Her Style" or a pair of trainers with the perfect silhouette a random influencer is wearing on your Instagram explore page, if we appreciate the aesthetic, we naturally want to incorporate it into our own wardrobes. This could simply be a coincidental alignment of taste, rather than a deliberate act of imitation.
The Unconscious Act of Imitation
Fashion imitation refers to the act of copying, or emulating, the clothing styles, trends, or specific items worn by others.
Have you ever noticed how you and your friends might suddenly gravitate towards similar fashion pieces, like baggy oversized jeans? This phenomenon of copying the clothing of others in society was explored by Malik and Zaheer (2013). Their study interviewed 14 female participants, aged 18-50, to understand the inspirations behind their clothing styles. Participants cited friends, celebrities, magazines, and TV shows as key influences.
Interestingly, none of the respondents explicitly admitted to copying or trying to imitate the style of others. The research suggests that this imitation might occur unknowingly. While participants engaged in this behaviour, they also attempted to maintain a sense of uniqueness by making small alterations to their chosen styles (in today's space think bag charms, Labubus, etc.). A few participants also indicated that if they liked an item worn by someone else, they were inclined to purchase it immediately. Furthermore, the study observed that women sometimes spent more on clothing to maintain their status within society and to receive praise at social gatherings, highlighting the social motivations behind fashion choices.
The "Chameleon Effect": Mimicry and Social Belonging
Our tendency to dress like others can also be attributed to the chameleon effect. According to Chartrand and Bargh (1999), this is an unconscious phenomenon where individuals mirror the behaviours, postures, mannerisms, facial expressions, and other actions of those they interact with. Essentially, we subconsciously align ourselves with the people around us. Hmm.
From a fashion perspective, this means we might start dressing similarly to others in order to fit in. The desire to avoid standing out or feeling like we don't belong in a crowd can be a powerful motivator. Proximity plays a significant role in mimicry; the more frequently we encounter someone, the more likely we are to adopt their behaviours and mannerisms, including their clothing choices. Mimicry serves a valuable social function, as it can strengthen rapport, foster liking, promote prosocial behaviour, and enhance empathy (Chartrand & Lakin, 2013).
However, mimicking can also have negative consequences for consumer behaviour. White and Argo (2011) found that if an individual observes someone close to them, such as a friend or sibling, showing interest in or owning a clothing item that they themselves really like, that item can suddenly become unappealing. This is driven by consumers' intrinsic desire to appear and feel unique. This psychological dynamic can help explain the cyclical nature of fashion trends, as popular items may quickly lose their appeal once they become too popular.
Social Learning Theory: Learning Through Observation
From a young age, humans learn through observation and interaction. This is a form of trial-and-error learning where we observe outcomes and adjust our behaviour accordingly. For instance, if you witness someone performing a silly action and subsequently getting reprimanded (told off), you are unlikely to replicate that action yourself.
This principle extends to our clothing choices. If you observe someone wearing a particular garment and receiving praise or positive attention for it, and you also desire similar affirmation, social learning theory suggests you are more likely to adopt that clothing item. The anticipation of positive reinforcement influences our clothing decisions.
Appearance Management: The Influence of Digital Creators
The rise of digital content creators and/or influencers has profoundly impacted how we perceive and manage our appearance. Park and Chun (2020) highlighted that Gen Z (Generation Z), in particular, heavily engages with fashion YouTubers, often seeking to emulate their appearance and overall persona. YouTube, as a platform, offers personalised content selection, allowing viewers to consistently engage with their preferred creators. YouTubers frequently produce content, providing viewers ample opportunity to become accustomed to their mannerisms, habits, and behaviours.
Park and Chun's (2020) study examined the influence of YouTube on 15 women aged 15-25 regarding their perception of appearance. Through interviews, the researchers discovered that participants not only wished to look like their favourite fashion YouTubers but also sought to align with their behaviours. YouTubers effectively assist their viewers in appearance management, often presenting themselves as friendly, honest, attractive, and open. This cultivates a sense of admiration, prompting viewers to aspire to emulate those they admire.
Ultimately, our clothing choices are influenced by a complex interplay of psychological factors, from our unconscious desire to fit in, to our conscious admiration of public figures. Understanding these underlying mechanisms offers valuable insights into the dynamics of fashion consumer behaviour.
Chartrand, T. L. & Bargh, J. A. (1999). The chameleon effect: The perception–behavior link and social interaction. Journal of Personality and Social Psychology, 76(6), 893-910. https://doi.org/10.1037/0022-3514.76.6.893
Chartrand, T. L. & Lakin, J. L. (2013). The antecedents and consequences of human behavioral mimicry. Annual Review of Psychology, 64, 285-308.
Malik, R. K. & Zaheer, N. (2013). Imitative Behavior of Women in the Selection of Clothing. Journal of Basic and Applied Scientific Research, 3(5), 429-439.
Park, J. & Chun, J. (2020). How does watching YouTube fashion content impact perception of appearance: a phenomenological study of Korean women in Generation Z. Humanities and Social Sciences Communications, 7, 1-10. https://doi.org/10.1057/s41599-020-00652-2
White, K. & Argo, J. J. (2011). When Imitation Doesn’t Flatter: The Role of Consumer Distinctiveness in Responses to Mimicry. Journal of Consumer Research, 38, 667-680. https://doi.org/10.1086/660187
