Microtrends in the Fashion Industry
When you think of fashion trends, you may think of the fashion across the different decades, like the flare jeans of the 70s or leg warmers of the 80s. But have you noticed how fast fashion trends have been rapidly going in and out of style?
A very large clothing company called Shein is a notorious website for finding cheap fast fashion. In early 2022, Shein’s revenue was $100 billion. Although the company has received backlash for their unsafe working conditions and pollution, causing a decline in sales, they will not stop: there are always going to be consumers looking to buy fast trends for a cheap price no matter how the item is made. Almost all of these fast fashion brands make clothes that are considered “trendy,” and sometimes designs from small businesses are stolen by large fast fashion companies. For example, many crochet designs from a small business called Bailey Prado are copied, sold for less, and made unethically at Shein.
Shein is just one of many companies who participate in fast fashion. Due to these clothes being made at such a fast pace, trends only last about a couple of months at most. These rapid fast fashion trends are called micro-trends. The main difference between regular fashion trends and micro-trends is that micro-trends have a much shorter lifespan. They are a big contributor to individuals craving to blend in, conform with society and decrease individuality.
The Media’s Influence
While scrolling through different social media platforms such as TikTok, Instagram, and Pinterest, you may have been influenced to purchase an article of clothing to look like a popular public figure that fits the beauty standard. No matter if it was just a random person you thought was attractive, or a celebrity you wish to be like, you have been influenced by the media. Micro-trends are heavily encouraged by the media, not just by different creators making hauls from different fast fashion brands or endorsing products, but by the clothes worn by these influencers.
Image Source: https://www.instagram.com › kyliejenner
Kylie Jenner has been considered a “trend setter” for the past several years as people try to achieve her same look, especially her clothing style. Consumers trying to imitate her style would just buy a cheap remake of the clothing seen on her, even if they may not personally like it. These clothing items are often purchased at fast fashion companies because they are able to make them quickly and inexpensively. By doing this, consumers give into a micro-trend, and now own an article of clothing they don’t wear or like. These companies are using consumers who may not be able to afford expensive clothes to their advantage by making their products more affordable than sustainable brands. An alternative would be thrifting, so you are not spending a lot of money, but still can find similar items seen on an influencer that you may have been looking for.
Mindset of Buyers
The media is not the only factor in the rapid increase of micro-trends and fast fashion. Many consumers when shopping are not buying items because they like them or can see themselves wearing it, but because it’s affordable. Although the consumer may not be doing much to their wallet, they are contributing to the issue of fast fashion. This is especially common with online shopping because of the instant gratification and excitement of receiving something in the mail or being able to purchase an item so easily.
Of course, as stated before, it is not bad to purchase an item from these fast fashion stores once in a while. If you enjoy the clothing item and see yourself wearing it in the future, you shouldn't feel bad, but buying it for the wrong reasons and buying every micro-trend can lead to overconsumption. What creates the problem is when we buy clothes in bulk for the sole reason of being trendy and because it is affordable. So, the next time you buy a garment, ask yourself: “How many outfits can I wear this with and where? Am I just buying this because it’s trendy? Can I find this at the thrift store? Do I see myself wearing this in a few months?”
Asking these questions can help encourage conscious consumerism instead of giving into impulse clothing purchases. You may find your personal style even better than the next trend!
Written by Kara Haas
Kara is a highschool student who is an aspiring writer. She is hoping to study journalism in college to write about the fashion industry in the future. As well as having a passion for writing, Kara also loves to study fashion and try new different looks out of her comfort zone. In her free time she loves baking, trying new makeup looks, and watching cartoons.