Anatomy of a Retail Trend: How social influence has shaped the retail consumer and accelerated in the age of TikTok
Download a PDF version of this month's report at the bottom of the article.
Let's set the scene...
Retailers, for many years, were the trendsetters and tastemakers for consumers, telling them what they needed to buy and when they needed to buy it. Trends would cascade down through retail chains to consumers for multiple categories, such as food, clothing, technology and others. Think about it this way: When consumers walked into retail locations, anything deemed noteworthy by retailers would be merchandised most prominently, indicating to consumers that those products were important and worth purchasing.
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