Microtrends in the Fashion Industry
When reflecting on past fashion trends shown in the media, each decade possesses a unique look. The icon style in the 70s was notorious for high-waisted flare pants, jumpsuits, and big sleeves adhering to the disco and bohemian style trending back then. In the 80s mom jeans and leg warmers appeared in every look to the 90s where slip dresses, baggy jeans, and chokers made their appearance. But have you noticed how fast fashion trends have been rapidly going in and out of style?
Due to the popularity of fast fashion, microtrends have escalated as a result.[1] When clothing trends are rapidly changing to fit the media’s ever changing fashion standards they are known as microtrends. Instead of clothing items lasting for a decade, their lifespan is now reduced to as low as a week, causing mass production of garments in the fast fashion industry in order to keep up with the trends.
Shein’s Contribution to Microtrends
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.[2] 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. [3]
Stolen Designs
Image Credit: Genzher.org
Bailey Prado is a designer based in New York City who has made a name for herself creating handmade yarn to create unique pieces, pushing individuals out of their fashion comfort zones. Her company claims to push diversity and empower women of color through her art. [4]
Prado expresses her concern for the 45 designs stolen and sold on Shein in 2021, “I convinced myself it wasn’t a big deal but now my designs, what has been my whole life for the last 3 years, is now sold to millions of Shein’s consumers that will never know about me.”[5] [6] Hoping to spread awareness for all the other small designers' visions stolen by fast fashion giants she adds, “it seems like fast fashion companies have no consequences, I almost forgot how horrible it is that they steal from small designers because it happens so often. All I can do is hope to inform people, and continue to think about where our clothes come from.”
Shein is just one of many companies who participate in fast fashion and design theft. Due to these clothes being made at such a fast pace, trends only survive about a couple of months at most nowadays.[7] The main difference between regular fashion trends and microtrends is that traditional fashion trend’s lifetime is not limited and can last as long as consumers maintain their popularity. Microtrends, on the other hand, are guaranteed to fall out of trend quickly. A major suspect in this significant issue of microtrends along with the fast fashion companies is social media’s influence on users' mindset. They can be very exploitative when catering to individuals' urge to blend in and conform with society, causing a decrease in individuality in the media.
The Media’s Influence
Image Credit: Plurk.com
While scrolling through different social media platforms such as TikTok, Instagram, and Pinterest, you may have been influenced to purchase an article of clothing. Microtrends are heavily encouraged by the media, by different creators influencing their viewers to purchase the clothes they are paid to wear from various fast fashion brands.[8]
Kylie Jenner has been considered a “trend setter,” and influencer for the past several years as people try to mimic her lifestyle, especially her clothing. Fashion fashion brands, in order to keep up with what is trending, will create a cheaper alternative. These items, however, are made quick and inexpensive, leaving no room for sustainability and originality. Consumers trying to achieve her high-end style would just buy an unethical alternative, even if they may not personally like it, but because it is trendy.
Microtrends in the Fast Fashion Industry: Conclusion
The media is not the only factor in the rapid increase of microtrends 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 an individual may not be causing harm to their wallet when purchasing from unethical brands, they are contributing to the harmful issue of fast fashion.
Of course 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. The issue grows when buying garments for the wrong reasons and buying into every microtrend, which can lead to overconsumption. What creates the problem is when individuals purchase 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!
Frequently Asked Questions
What is the meaning of microtrends?
Microtrends are trends that are rapidly changing to adhere to the current popular clothing style. There is no official timeline for a garment to be considered a microtrends, but these trends usually last about less than a year and can survive as short as just weeks.
What is a microtrend of TikTok?
On the topic of fashion, microtrends on TikTok occur when a certain article of clothing or style is popularized on the app for a short period of time; they are often spread through the influencers on the app.
What is the difference between macrotrends and microtrends?
Microtrends are trends that last a shorter period of time than macrotrends are more likely to stay in style for longer. [9] For example, a fashion trend I noticed has maintained in style is wearing black tights under dresses, making it a macrotrend.
Why do microtrends exist?
Microtrends are a result of consumers' urge to buy what is popularized in the media at the moment.
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.
Sources:
Kirvan, P., & Wigmore, I. (2023, March 29). What is a microtrend?: Definition from TechTarget. WhatIs. https://www.techtarget.com/whatis/definition/microtrend
2. Shein revenue and Usage Statistics (2024). Business of Apps. (2024, May 21). https://www.businessofapps.com/data/shein-statistics/#:~:text=It%20went%20from%20a%20%245,below%20to%20find%20out%20more.
3. Magazine, P. (2023b, July 13). Fast Fashion Brands “stealing” from small designers. PIBE Magazine - Play It By Ear. https://www.pibemagazine.com/fashion/fast-fashion-brands-stealing-small-designers
4. About. Bailey Prado. (n.d.). https://www.baileyprado.com/pages/about
5. Dazed. (2021, August 11). Knitwear designer Bailey Prado on having her “whole life” copied by Shein. https://www.dazeddigital.com/fashion/article/53779/1/independent-designer-bailey-prado-talks-whole-life-copied-shein-fast-fashion
6. @baileyprado on Instagram. Instagram. (n.d.). https://www.instagram.com/p/CSSJOIcpM_T/?utm_source=ig_embed&ig_rid=84819d10-40ab-4cf2-9408-777fa7873fdc&img_index=1
7. Batterham, K. (2022, November 11). The rise of micro-trends: What are they and how has the trend cycle shifted?. Eternal Goddess. https://www.eternalgoddess.co.uk/posts/the-rise-of-micro-trends-what-are-they-and-how-has-the-trend-cycle-shifted
8. Harrison, A. (n.d.). Microtrends are destroying fashion, promoting overconsumption, and worst of all, they’re not even cute. The Gillnetter. https://thegillnetter.com/12964/opinion/microtrends-are-destroying-fashion-promoting-overconsumption-and-worst-of-all-theyre-not-even-cute/#:~:text=The%20rise%20of%20microtrends%20has,freedom%20of%20a%20personal%20style.
9. Ceramic Connection’s Official Company blog. Ceramic Connection Shop S.L. (2023, October 4). https://ceramicconnection.com/en/blog/post/de-la-tendencia-a-la-moda-macrotendencias-y-microtendencias-.html#:~:text=Macro%20trends%20represent%20long%2Dterm,a%20short%20period%20of%20time..