Microtrends have taken over TikTok, influencing consumers to buy all sorts of things they will use for a few weeks and then toss immediately after. But this is nothing new in our modern society. Microtrends have been around for as long as consumerism has been an important concept. So what is a microtrend, and how do we avoid falling prey to these wasteful practices?
WHAT IS A MICROTREND
Microtrends are small and subtle shifts/developments to society, culture, economics, or even technology that ends up having the potential to influence the behaviors, preferences, and attitudes of a certain segment of the population. Though these trends might not be immediately apparent in the moment, they can be widely recognized over time as we see how that influence has changed society and their shopping behaviors and habits. Microtrends can be seen in all aspects of life, such as consumer preferences when it comes to food or clothes, political beliefs, new technology, fitness and dieting beliefs, etc. This article explores microtrends when it comes to fast fashion, how to identify them, and how to do your best to avoid them. As companies begin to recognize these microtrends and researchers show them ways to adapt to them, organizations can better anticipate future developments in terms of wants and needs and tailor their strategies to meet those needs of their desired market segments.
EXAMPLES OF MICROTRENDS
Microtrends have been around for centuries, since the beginning of capitalism and everyday consumerism. For example, in the 1980’s there was a huge trend to be a part of yuppie culture. This is the “trend” to be dressed head to toe in designer clothes, shoes, and sunglasses, drive expensive cars, and overall give off the personality of being rich and fancy. In the 2000s, one of the most typical microtrends during that time were certain niche types of fitness trends. Some of these trends were certain physical activities such as hot yoga or indoor cycle spinning, or crazy new dieting fads like juice cleanses or intermittent fasting. In the 2020s, we have seen a revival of y2k fashion, down to the patchy highlights, kitten heels, and low rise jeans. Each of these trends come and go, and thanks to social media, we see a whole new set of microtrends even sooner than before.
HOW TO AVOID THEM
So how do we avoid them? It is always so tempting and easy to go on websites like Amazon or Shein to purchase the latest and trendiest dress that doesn’t cost very much, but how long will that piece last? How long will you truly enjoy that piece? Rather than purchasing items that you will wear and toss within a few weeks, invest in some quality and timeless pieces that transcend seasonal trends. Timeless staples like a well-fitted blazer and a pair of tailored trousers will never go out of style and can be worn for various occasions in many different ways. Prioritize high-quality items and materials that are durable and will last the test of time. Develop a personal style rather than just being influenced by what is shown by social media and influencers. Do your best to follow these principles to embrace the ideas of slow fashion. Support brands committed to sustainability and opt for pieces that are made to last.
