How social networks are changing the prescription of trends

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There’s a lot to be said for social media, but one thing’s for sure: they’re today’s cultural gold when it comes to spotting trends. Everything indicates that social networks are a tool contributing to the democratization of fashion, a change that has accelerated during the pandemic during which almost everything happened on our screens. This period of time was fundamental, as it allowed greater access and launch of events such as the parades of the various Fashion Weeks, which took place with little or no audience at the time, but which began to be broadcast openly via the Internet. . , This allowed all interested parties to watch the show through their devices: the first row, which generated more interest among those who had not yet had the opportunity to participate in such an event. It also gave rise to quarantine trends like outerwear, video call outfits, or nap dresses. In the end, people outside the industry turned out to have something valuable to contribute and helped democratize fashion through their voices on social media. It is imperative that we understand how the industry has changed and how we should leverage social media to understand current cultural aesthetics.

Courtesy @mellowmayo

Fashion Snoops is a global trend prescribing agency that helps the world’s leading consumer brands drive innovation and growth. This social media report was written by Melissa Moylan, FS Vice President of Womenswear. Learn more about Fashion Snoops here.

change of industry

For decades, the region has served as a top hierarchical model on the catwalks and with celebrities as the main indicators of the next big trends. As trend forecasters, cultural sentiment has always been an inspiration for our future predictions, and now influential people Those that operate through social media are key to identifying aesthetics and confirming trends. We are in an era where trend business is booming due to the rise of influencers on social media, although the trickle-down theory and the uplift theory are found to be valid in parallel. The two approaches complement each other as the front lines of the catwalk are widened to include more influential people (to allow them to get better photos for their social media) and even more. This sadly exclusive Met Gala opened its doors to TikTokers Emma Chamberlain or Edison. Opinion. Social media has also spawned new fashion critiques that blur the lines between influential person and journalists primarily for the purpose of educating their Gen Z followers.

Courtesy @ Grevi

From an industry perspective, it’s important that we pay attention to social media signals, no matter what role or market we find ourselves in. There have been many changes in consumption and business opportunities that have emerged and evolved in social networks, such as vintage and resale markets or new players in a rapid fashion.

The second-hand market was fueled by influencers posting their purchases on TikTok and Instagram. The growing interest in vintage and resale is largely the result of a growing interest in finding something new and innovative. Depop, owned by Etsy, which has 90% Gen Z users, is popular for both a marketplace and a social network where users can connect with each other.

Courtesy @veroocampos

Newcomers to fast fashion, and the industry in particular, are taking advantage of social media to stay ahead and relevant to Gen Z consumers. Sheen is applying AI modeling to social media channels to determine products that they will produce and uses on-demand manufacturing, which allows them to cut styles based on their performance. Similarly, Addict’s business relies on social media trends and encourages pre-orders to determine production quantities.

It’s clear that social media has become not just a community, but a place where creatives and consumers discover new products. The social component has certainly challenged the traditional relationship between brands and retailers with consumers, so we will continue to see innovation grow in this area. At FS, we know how to effectively leverage social media to follow the brands and influencers you need. Our AI tracking tools allow us to filter posts by market and product, and help us confirm and identify trends that appear in our Insights and Forecasts reports across all markets. It’s an essential game-changer that allows us to discover new aesthetics and subtle trends, which fuel our macro forecasts and offer great styling potential directly from influential person,

social media trends

What makes social media content so valuable today is its nature as real-time, informative entertainment. The secret formula involved in Gen Z makes it incredibly easy to understand and authentic, especially in the case of TikTok. The rate at which trends are visible is faster because social media is instant compared to monthly print publications. However, you should also keep in mind that many of the trends that emerge on social media are micro-trends linked to macro-movements that last for several months, changes that were probably already underway before a certain sentence does not appear.

Many of us probably remember leggings As of 2020, it was a number of upcoming social media-fueled items like the Skims maxi dress in 2021. But more than the item, the one that has spread the most is invented beauty by Generation Z with clever hashtags, such as #cottagecore, #darkacademia and, more recently, #barbiecore or #coastalgrandmother. The latter currently has more than 176 million views since it was created on TikTok by Lex Nicoletta in March this year. What’s interesting about this summer’s beauty routine is that it’s not particularly new; Think Diane Keaton in Something’s Gotta Give in a beachwear wardrobe of timeless linens and turtlenecks. It’s not exactly an edgy trend, and surprisingly, it’s an enduring trend made up of layers of essentials. What breathed new life into this aesthetic was apparently the hashtags and forward-looking nature of TikTok that encouraged the beauty to spread quickly and spread. And although #coastalgrandmother is no more mood board Ahead of March this year, retailers and brands can still take advantage by checking posts with the hashtag this summer.

Courtesy @loisopoku

It is clear that social networks have changed the way we see fashion. cultivation of influential people It has evolved into more than just personal style, and newcomers to this space are adding value, expanding aesthetics, and connecting to new communities of people. Regardless of what social media platform we’re talking about, as an industry, I think we can all agree that there are more people out there tapping into current cultural aesthetics and promoting their brand or store. Getting it is very important. After all, visibility is something we all crave, and social media offers just that.

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This article originally appeared on FashionUnited.UK, and was later translated from English to Spanish and edited by Alicia Reyes Sarmiento.

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