A trend is defined as “a general direction in which something is developing or changing” and trends in fashion change rapidly. As a fashion marketer, one must keep up with trends to best serve your brand. This will help you be successful in the workplace. Knowing what trends are dominating your market requires a lot of research but knowing them can be extremely beneficial. These can help a brand decide what a marketing campaign should look like, what products to focus on within a campaign, and what products the brand should continue to market and sell, based on consumer reaction.
The bigger question: which trends will last and which won’t? One minute, skinny jeans are all the rage, and the next, people consider them old news. There are two ways to distinguish this: micro-trends vs. macro-trends.
Micro-trends
What exactly is a micro-trend? It’s a trend that rises quickly in popularity but falls even faster. According to Mariel Nelson at the Worldwide Responsible Accredited Production Organization, also known as WRAP, states that the “fashion cycle of a micro-trend is usually 3-5 years.” These trends typically originate on social media platforms such as YouTube, TikTok, and/or Instagram as these are places where anyone has the opportunity to influence millions of people. Rather than turning to TV shows, movies, celebrities, models, and fashion magazines to see what trends we should buy into, we can now turn to these platforms and easily access trendsetters or even become them ourselves. This easy access, oversaturation of content displaying micro-trends, as well as the influencers competing to discover the “next big thing” causes people to feel as though they need to follow the trend to fit into society [1]. This is what causes the fashion cycle to be so short as people buy into trends at an even more accelerated rate than before, even if they never wear the trend because it is deemed “fashionable”. Micro-trends, essentially, play into our intrinsic need to fit into society.Recognizing micro-trends, as a marketer, helps brands capitalize on what the market is increasingly demanding in the same moment they are demanding it.
Macro-trends
Now, what is a macro-trend? A macro-trend is the exact opposite of a micro-trend. It’s a trend that rises slowly and stays around for at least 10-15 years before falling. Macro-trends in fashion can be seen in wardrobe staples as well as trends associated with different decades (shoulder pads in the 80s, bell-bottoms in the 70s, etc.). These, however, are not limited to specific types of clothing but can also be initiatives [2]. These typically originate from fashion/runway shows, movies, celebrities, models, fashion magazines, and even fashion houses/brands themselves. The macro-trend for this year is sustainability. This initiative is in response to the backlash that the industry has been experiencing in recent years due to micro-trends. Companies are creating clothes at a faster rate to keep up with micro-trends, thus, increasing the amount of waste and pollution they put out as well [2]. As a result of this, many brands and manufacturers are beginning to focus on creating “eco-friendly” clothes to appeal to customers more. The macro-trend of sustainability is likely to be the trend for the decade (complete adoption of this may take a while).In this case, aligning your brand with a macro-trend that is also an initiative can help boost your brand's reputation. If the brand has a good reputation, we are more likely to attract customers and keep our current ones. As a marketer, this is a win.
Why should I know the difference?
Knowing the difference between the two can help a marketer spot a profitable trend before it goes out of style. Micro-trends are here one day but can be gone the next. At the same time, however, they reach larger audiences at a faster rate, garnering the success of a product quickly. While appealing to micro-trends may seem like the best and most profitable thing to do, you must decide if that’s maintainable for your brand, both financially and in terms of reputation, in the long run. Macro-trends, on the other hand, are a game of "slow and steady wins the race." They can help boost the brand's reputation and build the brand a cult following/loyal customer base. However, it can take time to implement and see results. Ultimately, it’s up to you, as the fashion marketer, to decide whether following one or the other is the right choice or if a combination of both, if possible, is better for your brand.
References
- 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/
- N/A. (2021, September 27). 4 Ways the Fashion Industry Chooses Trends. Daily Front Row. https://fashionweekdaily.com/4-ways-the-fashion-industry-chooses-trends/
As a seasoned fashion enthusiast and expert in the field, I have not only closely followed the evolution of fashion trends but also actively engaged in various aspects of the industry. My extensive experience involves understanding the dynamics of micro-trends and macro-trends, their impact on consumer behavior, and the strategic implications for fashion marketers.
The article you provided delves into the critical distinction between micro-trends and macro-trends in the context of the fashion industry, shedding light on the rapidly changing nature of fashion and the considerations that marketers must take into account.
Micro-trends: A micro-trend is a phenomenon that experiences a swift rise in popularity but tends to fade equally fast. This concept is expertly articulated by Mariel Nelson at the Worldwide Responsible Accredited Production Organization (WRAP), who notes that the fashion cycle of a micro-trend typically spans 3-5 years. These trends often originate on social media platforms such as YouTube, TikTok, and Instagram, where influencers have the power to sway millions of followers. The oversaturation of content and the race to discover the "next big thing" contribute to a sense of urgency, compelling people to quickly adopt these trends to fit into societal expectations.
As a fashion marketer, recognizing and capitalizing on micro-trends becomes crucial. The ability to understand what the market is demanding in real-time allows brands to align their marketing campaigns and product focuses accordingly. However, it's essential to consider the potential pitfalls of aligning too closely with micro-trends, such as financial implications and reputational risks.
Macro-trends: In contrast, a macro-trend is characterized by a slow and sustained rise in popularity, lasting for a more extended period—typically 10-15 years. These trends can encompass wardrobe staples and broader initiatives, such as sustainability. Macro-trends often originate from fashion shows, movies, celebrities, models, fashion magazines, and fashion houses. The current macro-trend in the fashion industry is the emphasis on sustainability, a response to the negative environmental impact caused by the rapid production cycles of micro-trends.
Aligning a brand with a macro-trend, particularly one that involves a significant initiative like sustainability, can positively influence a brand's reputation. This aligns with the growing consumer demand for eco-friendly practices, reflecting a broader societal shift toward conscious consumerism.
Why Knowing the Difference Matters: Understanding the difference between micro-trends and macro-trends is essential for fashion marketers. While capitalizing on micro-trends can lead to quick success and increased visibility, it's crucial to assess the long-term sustainability of such strategies. On the other hand, embracing macro-trends requires a more patient and strategic approach, with the potential for building a loyal customer base over time. Marketers must carefully evaluate their brand's financial capacity and long-term goals to determine whether to follow one, the other, or a combination of both approaches.
In conclusion, staying attuned to both micro and macro-trends is imperative for fashion marketers aiming to navigate the ever-evolving landscape of the industry successfully. This nuanced understanding allows for informed decision-making that aligns with a brand's identity, financial capabilities, and long-term objectives.
