Trends come and go–that is nothing new. Many of them eventually return, much to the chagrin of those who experienced the earlier popularity. However, the speed at which trends turn over has changed in the last few years. Micro trends take this to a new level.
What are micro trends?
Macro trends typically last between five and ten years–think 70s bell-bottom jeans or 80s shoulder pads. However, micro trends last no more than three to five years (Nelson, 2021). And thanks to hypervisibility on social media, micro trends can go in and out in less than a season (Zhou, 2022). Not all trends are bad; they may prompt us to pull out forgotten apparel or to invest in some secondhand pieces. However, in general these trends are not sustainable.
Encouraging fast fashion
Fast fashion has been a concern for years. Brands in this market sell more as they produce more. For example, at five fast-fashion brands more than half of their online products (57%) had been listed for less than three months (Chua, 2021).
However, the speed at which micro trends come and go emphasizes and encourages greater fast fashion production. Social media has moved consumers from looking at models, movies, and magazines for trends and has allowed countless influencers on YouTube, Instagram, and especially Tik Tok to set trends among millions of people (Nelson, 2021). Micro trends empower consumers to spend more on trendy items instead of more practical pieces.
How to combat micro trends
Making a difference in slowing consumption and eventual production comes down, in large part, to consumers. Developing personal style and being purposeful in making fashion decisions will make a difference. One way to promote conscious consumerism is by creating a capsule wardrobe, which involves buying less and wearing more versatile pieces that fit one’s style.
Choosing more sustainable items and supporting brands that avoid fast fashions will have a positive impact on the industry and the earth.
References
Chua, J. M. (2021, October 20). You’re not imagining it: Fashion is getting faster. Sourcing Journal. https://sourcingjournal.com/topics/sustainability/edited-2021-fashion-sustainability-report-recycled-denim-shein-primark-digital-apparel-308894/
Nelson, M. (2021, May 17). Micro-trends: The acceleration of fashion cycles and rise in waste. WRAP. https://wrapcompliance.org/blog/micro-trends-the-acceleration-of-fashion-cycles-and-rise-in-waste/
Zhou, M. (2022, July 29). What are micro trends? How styles change faster than ever before. Goodonyou.eco. https://goodonyou.eco/micro-trends/
