No, this is not about taxpayer money going towards the Queen. I wrote that last year.

The past weeks of CUS and AMS elections have come with a bombardment of campaigning. I noticed a larger trend of endorsements this year. Though the student politicians weren’t endorsed by companies like PepsiCo and KPMG, they went after the most relevant reference group: student leaders. AMS/CUS types, JDC West competitors, and so on. My friend put my name down even though I have no fancy title. They may not have world domination (yet), but at this level many endorsers may have influenced the voting results.

Social factors in consumer behaviour have significant direct and indirect effects on our shopping list. There is one specific global leader that has affected women’s wants for wedding dresses with sleeves, beige pumps, and knee length dresses. (And nose surgery!)

Her engagement photos were taken wearing a white Reiss dress. The style was not available for purchase at the time but was then re-released, selling almost one per minute! There does seem to be correlation between sales and her outfits.

But why does she need to be trendy?

Her current title causes controversy. To counter, she creates a brand that people admire and want to be: classy, elegant, royalty. I had my miniskirts in high school, but now I see knee length dresses and fitted blazers taking over (latter has some Sauder reasoning, too!) It is as if I feel a need to please her though she is not even close to my network. Her effect is that strong in my consumer behaviour.

Designers use her as a reference group and she uses fashion to remain relevant to the public. Win-win. (Make room for maternity wear!)

I don’t even need to type her name; her prominence has become that clear.

Courtesy of Google Images