 "Photo: Jeremy Tipton")
As temperatures begin to drop, many Boston University students shopping for winter clothes have more on their minds than being warm and dry.
Students say their purchases are influenced by a variety of sources, including magazines, advertisements and what they claim to be the most influential factor - their peers.
In deciding what looks good or what is fashionable, School of Education sophomore Anita Savo usually depends on what she sees other people wearing.
"It's not necessarily what's being advertised by the media but by peers," she said. "I don't see advertisements for UGG boots all over BU, for example, but every girl here seems to have a pair."
Advertising professor Christopher Cakebread said advertising is a large factor in swaying student fashion trends.
"The point of advertising is building brands and the way to build brands is to connect with the consumer," he said. "If [the consumers] see someone else in that product, they are more likely to buy it."
Cakebread said major sources of advertising include magazines, in-store advertising and transit and billboard ads in cities.
Students are sometimes influenced by the presence of advertisements, College of Communication sophomore Alex Swanson said.
"I feel that advertisements influence what I buy," he said. "I hate to say it but sometimes, if something looks cooler in terms of how it's advertised, I'll be more likely to buy it."
Dependence on trends in the media and trends supported in the mainstream public can be explained by the role self-image plays in the consciousness of the average student, psychology professor Tracy Dunne said.
"Self-image is very important to college students," she said. "I'd say for females, looking good is more important."
School of Management sophomore Tani Yee said self-image plays a role in how females dress.
"I see all sorts of ridiculous things in the winter, like girls walking around with heels on in the snow," she said. "I saw a girl today in the rain wearing a mini-skirt and I'd never do something like that because I'd rather be warm. My roommate doesn't even have a winter jacket, even though she's from Colorado, because she thinks they are nerdy."
For some students, including College of Arts and Sciences sophomore Emily Benz, a more practical approach for shopping to create an image is acceptable.
"Feeling comfortable is most important to me," she said, "but looking how I want is a major factor in what I buy. I will keep looking until I find something that fits both."
"I am more concerned with style," COM sophomore Chris Maggio said. "I don't want to look like some super-hyped-up snowboarder with neon-orange stripes and reflectors or multiple hoods and zippers on his coat."
Some students said they prioritize fashion over comfort and practicality. "Living in the dorms, you roll out of bed and throw on sweatpants," Dunne said. "Living in the city makes you more susceptible ... but living in a dorm on a college campus is an exception."
Benz said people either want to look good or want to be comfortable with little compromise.
"I feel like the majority of people tend to go one way or the other and the medium is small," she said. "They either spend a lot of money on something that looks incredible, but you know they're freezing - or they just go for what feels good."
According to some, including CAS freshman Hilary Rollwagen, there are ways to look stylish and stay warm at the same time.
"I love chunky sweaters and thermal shirts," she said. "It just so happens that they're fashionable right now."
Style and comfort are not necessarily separate ideas either, Savo said.
"I think that when I choose clothing, I usually aim for half style and half comfort," she said. "Feeling comfortable makes me look good. If I'm comfortable, I feel better about my appearance."
University Professors Program freshman Will Lewis said that style really has no merit when it comes down to braving the cold.
"I will sacrifice style to be warm and throw on 12 pairs of pants no question," he said.
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