The Problem With Micro-Trends: Is It You?
You bought a top from Shein a week after Kendall Jenner went viral for wearing the same thing. Even though hers was probably some designer label, fast fashion brands cranked out their own version in no time at all. After the excitement wore off, it probably ended up stuffed in the back of a drawer, collecting dust alongside other forgotten fad items of micro-trends past. I’m not going to pretend I haven’t done the same thing, we’ve all succumbed to the fast-fashion machine.
These sudden, short-lived fashion trends gain momentum on platforms like TikTok or Instagram and establish themselves as part of the social media experience. So much so, that consumers don’t even take the time to reflect on if they actually like an item before participating in the trend. It’s all part of the plan for companies like SHEIN, who push the idea that consumers have to buy into every single trend to stay relevant online and within their circles. Over-consumption at the hands of micro trends and ultra-fast fashion means an unethical and unsustainable acceleration of the trend cycle.
Breaking Down the Trend Cycle
In the past, the fashion industry created trends based off of the conceptual aesthetics of runway shows in a process called the trend cycle. This is broken down into five stages: introduction, rise, acceptance, decline, and obsolescence. These runway show trends then trickled down into retail stores for the average consumer with early fast-fashion brands like Forever 21 only accelerating this process. Today, though, ultra-fast fashion brands like SHEIN, ASOS, BooHoo, and Fashion Nova take inspo from viral fashion moments to propel micro-trends into the rise and acceptance phases faster than ever before. In turn, willing public with increasing production technology enable brands to offer thousands of new styles per week.
Social Media is to Blame
Fast fashion brands can thank social media for the rise in micro-trends and their extra-stuffed pockets. Information has never been so attainable, but this constant, never-ending feed can turn boring fast. This encourages more interesting and fun topics like micro-trends to enter the zeitgeist, even if the novelty quickly wears off and a new trend enters the space. Of course micro trends wouldn’t exist without the consumers who purchase them, and many blame a shortened attention span. First time experiences is exciting, but with repetition, that excitement fades. This leads to a cycle of consumers making continual purchases in hopes of reigniting that flame of dopamine. Instead they’re met with a feedback loop of quickly churned out, poorly made clothing to keep up with demand.
Fast Fashion Brands, How Do They Do It?
So, how do ultra-fast fashion brands keep up with demand while turning a profit? Take SHEIN for example, they put a product online instantly, blast it over social media, and then collect feedback immediately. And because SHEIN is savvy in data analytics, they can anticipate how an item will sell before it ever goes into production. The increasingly-accurate algorithms present within these fast fashion brands allow for a more streamlined approach to selling to fashion lovers on a budget. According to Bloomberg, SHEIN generated $16 billion in global sales last year alone. That makes them the top fast fashion brand in the world, outselling H&M, Zara, and Forever 21. Their power in the market is due in large part to their trend-focused product assortment paired with social media marketing on TikTok, Instagram, and YouTube. Many creators film “haul” videos showcasing their fast-fashion packages where they try on clothes and review them. The unbeatable prices from ultra-fast fashion brands make over-consumption possible and further the blind eye towards the issues caused by these companies.
The reality is, the fast-fashion epidemic is a group effort that leaks into many facets of our day-to-day. The cause isn’t solely resting on the hands of these brands. Social media and how we react to it plays a major role in these over-consumption behaviors and the rise of micro trends.
