Their reputation as influencers and ability to mainstream trends on college campuses has helped many clothing, make-up and technology brands go from virtual unknowns to status symbols seemingly overnight. But what is it about sorority girls that can make an unsung item into the next big thing?
Andrea Graham Richeson is a New York-based writer, consultant and consumer anthropologist studying why people love what they love. She specialises in youth culture, gaming, fandoms, social media, and new media. She is the founder of the youth culture consultancy Youth Tribes.