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The Business of Fashion
Summary
This article examines the current trend cycle in fashion, which is largely driven by social media like TikTok, and how the pandemic has affected it. It looks at five particular trends - Barbiecore, quiet luxury, mermaidcore, coastal grandmother and cottagecore - and explores how they catch fire and how brands can interact with them. It also looks at what makes a trend last and whether trends matter when it comes to retail and merchandising decisions. It's noted that trends can be fleeting and viral, but if they are tied to a pop-culture moment, they can have more staying power. Trends can also reveal information about consumer habits and attitudes. Lastly, it is suggested that brands should focus on items that already exist in their collections rather than creating new pieces to match a trend that may have fallen out of favour by the time it hits shelves.
Q&As
What factors determine how long a trend lasts?
Factors that determine how long a trend lasts include the level of hype it receives, its connection to a wider cultural or political moment, and its ties to pop culture.
What makes a trend a trend?
What makes a trend a trend is the level of hype it receives, its connection to a wider cultural or political moment, and its ties to pop culture.
What role does pop culture play in influencing trends?
Pop culture plays a major role in influencing trends by pushing a term to the center of the cultural conversation and keeping it there with trailers and promotions.
How can brands and retailers best capitalize on viral trends?
Brands and retailers can best capitalize on viral trends by creating collaborations and partnerships tied to the trend, spotlighting items they already have in their assortment, and using popular terms to optimize search appearance.
What challenges do brands and retailers face when using trends to drive sales?
Challenges that brands and retailers face when using trends to drive sales include the speed and muddled nature of today's trend cycle, confusion around what brands should do next, and the fact that a moment of virality doesn't always mean sales.
AI Comments
👍 This article provides an insightful look into the ever-changing trends of fashion and how brands can react. It also provides interesting analysis of how trends gain steam and how they can have lasting power.
👎 This article is overly detailed and includes too many data charts, which makes it difficult to understand the content.
AI Discussion
Me: It's about how trends in fashion have changed and how brands can capitalize on them. It talks about the rise of social media and how it's affected the way trends catch fire and become popular. It also looks at five different viral trends and how they've influenced fashion.
Friend: That's interesting. What are the implications of the article?
Me: Well, it shows that trends are becoming harder to pin down because they can branch out into smaller niches, creating confusion for brands. It also suggests that trends may not have a big sales impact as consumers are becoming more conscious of their spending and wanting items that they can wear season on season. Finally, it highlights that brands should think carefully about how to use trends in their marketing campaigns, as it can be a great way to reach new audiences and create sales spikes.
Action items
- Research current and upcoming trends to identify which ones align with your brand and customer base.
- Monitor social media platforms to identify emerging trends and capitalize on them quickly.
- Consider creating content that showcases how to style your products in line with popular trends to reach new audiences.
Technical terms
- Quiet Luxury
- A subtle, sleek style of clothing that is free of logos.
- Mermaidcore
- A trend inspired by the movie The Little Mermaid.
- Coastal Grandmother
- A style of clothing inspired by Diane Keaton's character in the 2003 movie Something's Gotta Give.
- Barbiecore
- A trend inspired by the upcoming Barbie movie.
- Cottagecore
- A trend inspired by Taylor Swift's albums Folklore and Evermore, as well as the video game Animal Crossing.
- Macrotrends
- Large-scale trends that are often tied to a wider cultural or political moment.
- Maximalism
- A flashy, over-the-top fashion style.
- Minimalism
- A style of buying less and wearing simple, neutral-toned ensembles.
- TikTok
- A social media platform.
- Brandwatch
- A trend forecasting firm.
- Shadow
- A marketing agency.
- Edited
- A retail intelligence platform.