Mar 27, 2019 - India becomes second largest market for Marks Spencer after UK

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TradeBriefs Editorial From the Editor's Desk

The hipster effect: Why anti-conformists always end up looking the same
You’ve probably seen this effect - perhaps you are a victim of it. You feel alienated from mainstream culture and want to make a statement that you are not part of it. You think about wearing different clothes, experimenting with a new hairstyle, or even trying unconventional makeup and grooming products.

And yet when you finally reveal your new look to the world, it turns out you are not alone—millions of others have made exactly the same choices. Indeed, you all look more or less identical, the exact opposite of the countercultural statement you wanted to achieve.

This is the hipster effect—the counterintuitive phenomenon in which people who oppose mainstream culture all end up looking the same. Similar effects occur among investors and in other areas of the social sciences.

Continued here

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