- We get LOADS of fast fashion items in the store everyday, to where sometimes it can feel like we are over saturated with brands like Shein. Also, people’s perception of what clothing should cost has been skewed. People come in expecting all of our items to cost below $10 because that’s what the Shein website looks like, even though we have many more brands and better quality items that generally cost more. And with our business model we price our items based on original retail value.
- Fast fashion has brought tons of inventory into the secondhand market. This issue is the the quality is low and may not be worth a second time around. Certainly bringing price of average sale down. In a good way I think fast fashion may be encouraging the younger generations to be more individualistic and buy second hand.
"There is an increase in customers asking about the history or background of certain brands in terms of sustainability."
- I see a mix, when we sell fast fashion brands in store they do tend to sell quickly. But on the other hand, I have had conversations with customers who will love an item but won’t purchase because of the brand and the brands ethics.
- I, personally and professionally, have seen more people openly concerned about the sustainability of clothing brands. I would say that sustainability is a major attraction of Anna Bananas.
TRENDS
"Social media, especially platforms like TikTok, strongly influences fashion trends I see in store."
- Absolutely. I cannot say how many times I have seen a clothing item on TikTok and then walked into Anna Bananas and seen something just like it. It usually doesn’t stay on the sales floor long.
- TikTok has cultivated a heavy “micro trend” culture where a certain style or item of clothing is incredibly popular for a month or less. People hop on the trend and then after they are over it, we see an influx of that style or item coming into the store
"I have observed specific trends that gained popularity on social media and translated into increased interest or sales at the consignment shop."
- In recent years secondhand shopping has become much more popularized, which has obviously increased interest in the store.
- 70’s style was huge during Daisy Jones and the Six era last spring, anytime we post a super trendy item on our story it’s gone within minutes with people in a waiting list for it
- Just yesterday a staff member tied a scarf around a boot on display because they saw it on TikTok the day before
"I am often surprised by a purchase a customer makes based off their appearance"
- I stopped being surprised a long time ago
- I find that most customers buy exactly what you think they would. I have even used that as a sales tactic. Showing someone items that have a similar vibe of what they are currently wearing in the store.
"Customers often come in with specific items in mind that they've seen online rather than exploring and discovering items in-store."
- Yes and they will say no to every single thing you pull for them because of this image in their mind. Sometimes we are able to find it!! But most of the time the image is so specific and they’re dead set on it. it’s best to go in more open minded when shopping second hand!
- It really depends on the customer and time of year. Halloween people are obviously coming in with specific items in mind. But also our middle age or older crowd come in asking for very specific items. Millennials and Gen Z typically are just exploring items that we have in the store.
"Has working at Anna Banana's shifted your perception of what is considered to be trendy?"
- Yes. Since working there I have come to opinion that trendy is really whatever anybody wants it to be. I think trendy is whatever personal style a person makes work for them.
- Yes. there’s lots of trends I don’t know about based on my algorithm. Now know the wide variety of trends from working here.
"Do you think trends still exist, or that people are becoming aesthetic hoppers?"
- I think that both exist, but aesthetic hoppers are more common. I see trend in shapes on the body and silhouettes, but see a lot of people going from aesthetic to aesthetic as well.
- Trends definitely still exist, but I think lines are getting more blurred. Aesthetic are trendy now instead of a certain type of item. For example this summer western style was everywhere. As fall approached it fell off of everyone’s radar and probably won’t come back next summer. But trends like animal print were HUGE a few years ago and could be found incorporated into all aesthetic
- Yes and no. I think TikTok and fast fashion does lead to aesthetic hopping, but I think there are also some trends that will never die, especially in a place like Boone
CELEBRITY
"Customers frequently mention influencers or celebrities when looking for specific styles or brands."
- Not really- I think there are too many influencers these days to name drop. Maybe old school ones like Britney Spears but no one new as of late
- Really the only times we get these request are when someone has a concert coming up and they want to dress for the vibe
"In general, using influencers of celebrities in our social media posts leads to more engagement and purchases"
- We definitely see more engagement on social media when using celebrities in our posts. Or making a feature rack in the store dedicated to a certain celebrity proves to bring customers into the store.
- Yes and no. It’s circumstantial. Which celebrity it is and when we post. Algorithm also just plays a large part in that.
- Again, I haven’t noticed this a lot, but the only time I can think of was around Halloween when we posted specific costumes of celebrities, I noticed a lot of those sold.
COMMUNITY
"There are specific fashion trends or styles that are particularly popular within our local community."
- What would be described as “granola” is very popular in Boone across many different groups of people. Such as Chacos, Bean Boots, flannels, earth tones.
- We’re a super casual marketplace. The more casual...tees, flannels etc, the better. But there’s the “going out” stuff that sells big too. It’s all based on the student and the latest in trend
"The consignment shop significantly contributes to the local fashion scene and community identity."
- Absolutely! In and outside of work all the time I meet people who are wearing something they bought at Anna Bananas, sometimes years ago.
- I think the Boone community has a strong connection to secondhand shopping in general. But with us have 2 stores, one for more contemporary styles and one for vintage/ old school styles people know they can come in here, look through quality used pieces in good condition for a cheaper price.
- We’re able to change our inventory quickly. We listen and watch trends and change up accordingly. Some typical retailers order things way in advance and have it on their floors months later. They may only do quarterly buys where we buy daily. It’s easy to see “our people” on the street. Not many people sell exactly what we do. Our customers are usually the trendsetters.
DIGITAL
"Customers highly value the digital aspects of our second-hand shopping experience."
- Absolutely. I think a lot of people enjoy the humorous aspects of our postings, and that a lot of people, mainly regulars, enjoy seeing specific items online so that they don’t have to go through the store.
- The staff posts a lot of our favorite items on our Instagram story, which gives people the ability to “call dibs” on items with out being in the store or coming in at all and having the item shipped to them. We get a lot of feedback from our digital customers how much they love being able to continue to shop with us whether they live far away or are just out of town for a bit.
- They adore our Instagram. The stories. Staff. They love the personalities
"The digital age has positively influenced the way people approach and enjoy the experience of second-hand shopping."
- This is a tough one. We sell a lot of items digitally, so of course that’s positive, but I’ve noticed a lot of people come pick up their clothes and don’t look around, which could lead to more sales. I see both positive and negative.
- I know that when I was younger there was a negative look on second hand shopping. But with people watching their favorite influencers thrifting and buying secondhand people have switched their preconceived notions on the subject. People now look at a way to shop in a more economical and environmentally friendly way of shopping.
- Absolutely! It’s way more hip now. Plus people are able to see constant flow of inventory on demand.
"Social media has strongly influenced the way I choose to dress myself”
- I use social media to inspire and help me style things I find. It has certainly influenced my specific aesthetic, but I don’t spend a large amount of time looking at trends or online shopping.
- I think being active on social media it’s hard to not let see what others are wearing influence you. Anytime I am stuck on what to wear I immediately go to Pinterest to look at different outfits.
- Yes. I only follow the brands I like and respect their styling. If I follow a celebrity and see the trend there too that’s like confirmation, it’s cool for sure. But I’m also one to keep it pretty simple and not ride extreme trends. Looking back over my life mistakes have been made.
FINAL NOTES
The results of my Anna Banana's survey offers a glimpse into how Gen-Z consumer's perceptions of fashion and digital culture intertwine. In summary, the popularity of fast fashion has essentially overwhelmed our inventory, due to individualistic buying habits and distorted beliefs on pricing and value. Despite this, our customers have stated concerns about sustainability and seem to be attracted to Anna Banana's as a reliable and sustainable option. These varying results could simply be reduced to different customer personas, aka the different ways people like to shop/what kinds of items they buy. It makes me feel good to know that a variety of shoppers can enjoy our products, perhaps some people only buy SHEIN second hand (like myself!).
Another important aspect to note from these findings is the power of TikTok trends. TikTok has substantial influence, and can swiftly translate trends into increased customer interest and in-store sales. Nonetheless, the tendency for customers to rely on their gut despite an emergent trend remains true as well. I personally feel that there is a bit less pressure to be "trendy" in 2023 when there are so many pieces that can translate as "trendy" for different people. The constantly evolving fashion scene is a reflection of our constantly changing digital landscape, but it also manifests itself in the dynamic nature of Anna Bananas retail stock that confirms itself as a "trendy" Boone Mecca.
I also believe that Anna Bana's is a great example of digital presence and community effect, as it has made a significant contribution to all types of local fashion scenes while utilizing Instagram to engage with the vast audience of the Boone community. Our brand's livelihood is shaped by the interplay of sustainability and changing trends, our community based identity, and our knowledgeable and digitally savvy staff. This is all underscored by our dedication to serve Boone with a warm, accepting space where anyone is free to express themselves in any way they see fit!
I couldn't be prouder to be learning and growing with such a wonderful team!
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