Microtrends
Photo From The Gators Eye
People love following trends. From making slime in the early 2010’s to pouring buckets of ice on our heads for a camera, if it is trending people will participate. However, with the rise of fast fashion and social media platforms like TikTok and Instagram, the idea of “being on trend” has been taken to the extreme. In search of clicks and views, people are overhauling their closets and buying new items week after week in an attempt to stay on trend.
We know trends when we see them, but have you ever stopped to ask yourself exactly how trends work? According to a research journal written by Ni Kadek Yuni Diantari at the Indonesian Institute of The Art Denpasar, trends (specifically fashion trends) have a five-step cycle. The first step in the cycle is introduction; it’s exactly what it sounds like. The introduction is when the trend makes its first appearance. This can be anywhere including fashion shows, social media, magazines, etc. The next steps are rise, peak, and decline. The rise phase is when the trend begins to gain traction and starts becoming popular in specific circles. The peak phase is when a trend is at its most popular; this is when it has saturated the market in the general public. The decline phase is reached once the market becomes oversaturated with the trend. This causes the once popular trend to begin to go out of fashion because of its oversaturation in the market. Finally, the obsoletion phase is reached which means the trend has declined in popularity so much that it is officially out of date.
Microtrends are a more recent topic of discussion in regard to trends and their life cycles. Due to the high turnover rate of content creation caused by social media, trends are being introduced and becoming obsolete at breakneck paces. We’ve seen it most prevalent with the rise of TikTok; there is always a new song, dance, or filter that people are using each week, and then suddenly they are replaced with something new. This affects the fashion industry as well. As influencers are putting out new content showcasing their unique styles, those styles begin to trend. However, because they are on a platform like TikTok which has a shortened life cycle for its trends, clothing trends are now beginning to go in and out of fashion at what some people believe are concerning rates.
Traditional fashion retailers like H&M as well as online retailers like Shein are considered to be “fast fashion.” This means that they provide a constantly changing catalog of new items for low prices. They are also extremely accessible to the public, having both online and in-person stores. Another important feature is that they can constantly create new items to fit the latest trends due to mass production with low-cost materials and shady labor practices. Microtrends cause people to want to continuously change their wardrobes, and fast fashion gives people an accessible and cheap way to do so. Fashion writer Mandy Lee had this to say about the topic in an interview with NPR: “I think that the problem really lies with the idea that a wardrobe is revolving and, you know, people striving to constantly replace things that may not be on the pulse.” By pairing fast fashion and short-lived microtrends that social media platforms produce and encourage us to join, we are left with the perfect formula for mass overconsumption.
That being said, there are still many questions surrounding this topic. If overconsumption is a problem does that automatically mean shopping from fast fashion retailers is unethical? What about those who can’t afford non-fast fashion price points? Is there any way to stay “on trend” without contributing to overconsumption or breaking the bank? What can be done about microtrends and their relationship to social media? Should we all just get rid of TikTok and other platforms altogether? I don’t have all the answers, and the internet is still debating the topic at this very moment. For now, just be intentional about the items you purchase. Ask yourself, do I really like this Y2K flower print denim jacket, or did I just see it on Instagram two days ago and now have convinced myself I need it knowing full well it will be in the back of my closet or in a Goodwill bin in about a month.
