The rapid emergence of viral microtrends has shifted towards a preference for authenticity and sustainability among young consumers post-pandemic.
Retailers must adapt their strategies by aligning their offerings with meaningful cultural moments and long-term consumer values instead of only chasing fleeting trends.
Deep dives
The Nature of Microtrends
Microtrends are rapid, fleeting aesthetic movements that often emerge on social media platforms, particularly TikTok, and capture the attention of young consumers. These trends, which include various themes like 'cottagecore' or 'office siren', are characterized by their quick lifecycle, often emerging and fading within mere months. Notably, microtrends are fueled by social media users who help define and popularize these visuals, dictating how they are embodied in fashion and style. As such, they often lead to specific product demands, showcasing the power of algorithms in amplifying cultural moments through consumer habits.
Shifting Consumer Preferences
Recently, there has been a noticeable deceleration in the rapid turnover of microtrends, with consumers gravitating towards more enduring styles. This shift is attributed to various factors, including economic uncertainties and a desire for lasting identity in fashion. Young shoppers are moving away from frivolous experimentation toward something more substantial and meaningful that reflects their values, often favoring sustainable and timeless pieces over fleeting aesthetics. As they seek depth and authenticity in their wardrobes, the demand for personal style exploration is increasingly becoming a focus for young consumers, replacing the chaotic microtrend churn.
The Role of Retailers in Trend Cycles
Retailers are adapting to the evolving landscape of microtrends by seeking to align their marketing strategies with the desires of young consumers who are less inclined towards frivolous purchases. Many brands have learned to anticipate trends that not only thrive on social media but also resonate across multiple platforms and seasons. This requires a pivot from simply jumping on the latest trends to framing their existing products around cultural events and movements that inspire engagement. Retailers are encouraged to meet their customers where they are, effectively embracing the playful spirit of microtrends while also maintaining a long-term vision that caters to shifting consumer values.
Viral microtrends, the fleeting aesthetics popularised on platforms like TikTok, have defined recent fashion moments for young consumers. From the playful "Cottagecore" to the fleeting "Mob Wife", these trends have rapidly cycled through social media feeds and retail shelves. Post-pandemic experimentation drove this cycle, however, the once-accelerating churn of microtrends is beginning to slow, as Gen-Z shoppers seek authenticity, durability and individuality in their fashion choices.
On this episode of The Debrief, senior editorial associate Joan Kennedy joins senior correspondent Sheena Butler-Young to talk about what's behind the slowdown in microtrends and what this shift means for retailers and brands.
Key Insights:
Microtrends gained momentum post-pandemic when young consumers had extra savings, more leisure time, and a desire to explore various identities through fashion. However, the novelty and playful experimentation eventually led to consumer fatigue. Kennedy explains, "Young shoppers are really looking to grasp onto something solid right now," noting an increased awareness that many trends felt "goofy" or even "fake." She adds, “people are talking more than ever about just this viral churn and how wasteful it is."
Young consumers increasingly align their fashion choices with specific cultural events, creating marketing opportunities for retailers. "This whole sense of 'what I am doing is how I'm dressing' has become very popular among young shoppers," Kennedy explains, highlighting opportunities around events like the Barbie movie and Beyoncé’s Cowboy Carter tour.
Retailers can better predict long-lasting trends by monitoring multi-season appeal and connections beyond social media. Kennedy cites Revolve's chief merchandising officer, Divya Mathur, who recommends looking for trends that "span multiple seasons" and have relevance across social media, runway, and pop culture. Kennedy advises retailers to "lean into more evergreen, identity-based marketing," and rethink "what virality looks like" as consumer engagement evolves. “With a lot of these trends, something goes viral and a brand gets a tonne of sales. But let's take a step back as that might shift and brands have to be ready for that.”
