From Bama Rush to men’s fashion influencers like Adam Gallagher, social media has revolutionized fashion. Style blogs like The Sartorialist gave way to Instagram influencers and #OOTD (outfit of the day) posts. But how does the average American feel about social media’s influence on their style?
Our new survey learns how Americans approach style inspiration and just how much social media affects their outfits, purchases, and overall sense of style. It also examines which states are the most ‘fit obsessed’– and what kind of outfits they want to create.
Survey: Over 3 in 5 say social media influences their sense of fashion
Where does the average American find their style inspiration? For many, the answer is social media. We surveyed about 1,000 Americans across the country and found that 64% of Americans (and 3 in 4 Gen Zers!) credit social media for influencing their fashion sense.
Social media is so powerful that 89% say it’s more inspiring than Fashion Week, the international weeklong displays of the latest and greatest in designer wear. This might be because 89% also say that social media makes fashion more accessible.
One such trend on social media is the Outfit of the Day or OOTD post, in which a user breaks down every aspect of their outfit for the day, from brand/store for each garment as well as their accessories. OOTDs are incredibly popular, especially on Instagram and TikTok.
Over 1 in 2 Americans engage with OOTD posts, and of those, over half recreate the outfits they see. Not only that, but 1 in 4 have posted their own OOTDs. Some are more accessory minded, with 1 in 3 prioritizing jewelry mentions in their OOTD consumption. There’s a commercial side, too: 86% notice when these posts are sponsored by a certain brand.
42% of Americans have purchased something they’ve seen in an OOTD post, and the average spend over the last six months on social media-inspired fashion is $246 which means people are shelling out at least $41 monthly! Looking specifically at influencers, nearly 1 in 5 Americans have purchased a fashion item from an influencer; many of these purchases were spur of the moment, with 56% saying it was an impulse purchase!
One such trend on social media is the Outfit of the Day or OOTD post, in which a user breaks down every aspect of their outfit for the day, from brand/store for each garment as well as their accessories. OOTDs are incredibly popular, especially on Instagram and TikTok.
Over 1 in 2 Americans engage with OOTD posts, and of those, over half recreate the outfits they see. Not only that, but 1 in 4 have posted their own OOTDs. Some are more accessory minded, with 1 in 3 prioritizing jewelry mentions in their OOTD consumption. There’s a commercial side, too: 86% notice when these posts are sponsored by a certain brand.
42% of Americans have purchased something they’ve seen in an OOTD post, and the average spend over the last six months on social media-inspired fashion is $246 which means people are shelling out at least $41 monthly! Looking specifically at influencers, nearly 1 in 5 Americans have purchased a fashion item from an influencer; many of these purchases were spur of the moment, with 56% saying it was an impulse purchase!
Top 3 Most Fashion Inspiring Social Media Platforms
- Instagram (62%)
- TikTok (46%)
- YouTube (41%)
Casual or daily outfits are the most common inspirations, followed by outfits for special occasions, work outfits, and “street” style, which typically shows hip hop influences and a more casual or sporty feel.
Which States are Most Obsessed with OOTDs?
OOTDs are not enjoyed equally, and some states are more hip to the posts than others. We analyzed Google search volume for terms around OOTDs and “outfit of the day” and found that of all the states in the U.S., California was the most OOTD-obsessed state in the nation.
Top 10 Most OOTD-Obsessed States
- California
- Texas
- New York
- Florida
- Illinois
- New Jersey
- Pennsylvania
- Washington
- Virginia
- North Carolina
Other states are OOTD-unbothered; Wyoming, South Dakota, West Virginia, Mississippi, and Alaska rank among the states with the least search volume on outfits.
As for which states are most invested in seeing jewelry in their OOTDs, California once again comes out on top, followed by Texas, New York, Florida, and Illinois.
Game Day Reigns Supreme as Most Searched Outfit Idea
OOTDs can be incredibly helpful when creating an outfit for a specific occasion. We wanted to know if there were any particular outfits each state was focused on, and it turns out that most of America is very concerned with what to wear to the football game.
Of all the outfit options, Game Day outfits won out in the most states, with 13 states searching for sporty inspiration the most. Other popular outfits include Derby day (5 states), rainy day (3 states), designer outfits (4 states) and concert outfits (3 states). There’s something about the desert: Arizona and Nevada were both interested in rave outfits, and South Dakota was the only state interested in costume ideas.
Every state has their own fashion needs and while there are commonalities across states, many other states have niche interests and their own flair when it comes to fashion. Social media is bringing fashion to the masses, and the masses are making fashion their own, from statement jewelry pieces to mixing and matching clothes to create the perfect look.
If you want to add an investment to your outfits that will stand the test of time, jewelry is an excellent option. Check out our ultimate guide to sterling silver chain necklaces here to learn about the variety of cuts, sizes, and styles available.
Methodology and Fair Use
For the survey component, in September 2024 we surveyed 997 Americans nationwide. Ages ranged from 18-78 with an average age of 41. 49% were men, 49% were women, and the remaining 2% were either nonbinary or chose not to disclose.
For the search trends component, we analyzed 1,185 unique search terms involving “OOTD,” “Outfit of the Day,” “OOTD inspiration,” “outfit inspiration,” “daily wear post,” etc from August 2023-July 2024. We then normalized search volume by state against national search volume for each term, discovering which states were searching for these terms most and least as well as which outfit themes were most prevalent by state.
Fair Use
When using this data and research, please attribute by linking to this study and citing Luke Zion Jewelry (lukezionjewelry.com).