We are a generation that belongs to the world of social media. Constantly switching from one app to another, it wouldn't be wrong to say our lives revolve around the social media space. Facebook, Instagram, Snapchat, Twitter, WhatsApp etc all applications have been contributing to an individual's social media validation. Among all these, we see a lot of challenges and trends emerging. Now a study points out that the need to wear good clothes and flaunt them on social media, especially Instagram, is pushing people to buy clothes only to post pictures. A research study from Barclaycard found that at least one in 10 UK shoppers has bought clothes online with the intent to wear them for social media and then return them. Instagram is Changing Millennials' Lifestyle! Ways How Social Media App is Controlling Your Behaviour. 

The 'Outfit of the day' or #OOTD is widely used tag on the photo-sharing app. The term remains important for bloggers, influencers and fashion enthusiasts. But over a time, the term has prompted people to buy clothes only to flaunt them. And once garnering all likes and all the attention, there is no use of the wardrobe, so they return them. Along with clothes, we also see a lot of beauty trends that go viral in the need to try them out.

The study also revealed that it is men and not women who are fretting over their wardrobe choices. 12% of the men admitted buying a clothing accessory and returning it after they have posted on social media. The age group in the case was men and women aged between 35 to 44 with 17% of them revealing that they shopped only for the #OOTD appeal. This is an interesting point which shows that it is not just the 'youth' who is conscious about their fashion and looks. Are You Instagramming Your Food Pics? Social Media May Be Promoting Unhealthy Eating Habits. 

Men are getting more 'socially self-conscious' compared to women. 1 out of 10 men agreed they would be embarrassed if they were spotted in the same outfit. Only 7% of the women said they would feel the same in case of repeated outfits. Clearly, the men here are more concerned about their fashionable appeal.

Fashion is important!

Now a variety of online retailers give the option of trying clothes before keeping them, which is only fuelling this trend more. So exchanging or returning clothes after posting pictures of them is becoming common. Both men and women agreed that they kept the price tag on the clothes so that the returning process would be smooth. It can affect several brands and retailers though.

The study highlights how much the social media validation of wearing good clothes and gaining likes and attention has crept into people of all age groups. While a lot may have swayed away from using Facebook, the popularity of Instagram continues. The trend of #OOTD is definitely here to stay. What do you think about this one?

(The above story first appeared on LatestLY on Aug 23, 2018 04:29 PM IST. For more news and updates on politics, world, sports, entertainment and lifestyle, log on to our website latestly.com).