Conformity refers to similarity with a given model. In the realm of consumer behavior, it translates into acting or thinking in harmony with other individuals, generally models or typical members of a particular group. Michael Solomon explains that conformity involves a modification of beliefs or actions under the influence of pressure from a real or imagined group. He emphasizes the importance of informal norms and rules that guide behavior within a society, stressing that the absence of such rules would lead to chaos.

The main factors influencing conformity are numerous: cultural influences, fear of exclusion, commitment to the group, the size, expertise, and unanimity of group members, as well as receptiveness to peer influence. An example illustrating this dynamic is the unconventional fashion brand Marithé et François-Girbaud, which sparked considerable controversy in 2003 by provocatively appropriating Leonardo da Vinci’s iconic Last Supper. This audacious campaign was banned by the Paris High Court in 2005 following a complaint from the association “Croyance et Libertés” (Belief and Freedoms), representing the bishops of France. An interesting observation lies in the inconsistency between the figures at the top of the table and those at the bottom, further highlighting the unconventional nature of this approach.