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. 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. At the same time, however, they reach larger audiences at a faster rate, garnering the success of a product quickly. Micro-trends are here one day but can be gone the next. Knowing the difference between the two can help a marketer spot a profitable trend before it goes out of style. If the brand has a good reputation, we are more likely to attract customers and keep our current ones. 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. As a result of this, many brands and manufacturers are beginning to focus on creating “eco-friendly” clothes to appeal to customers more. 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. This initiative is in response to the backlash that the industry has been experiencing in recent years due to micro-trends. The macro-trend for this year is sustainability. These typically originate from fashion/runway shows, movies, celebrities, models, fashion magazines, and even fashion houses/brands themselves. These, however, are not limited to specific types of clothing but can also be initiatives. 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.). It’s a trend that rises slowly and stays around for at least 10-15 years before falling. Now, what is a macro-trend? A macro-trend is the exact opposite of a micro-trend. 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. 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”. 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. 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. 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. What exactly is a micro-trend? It’s a trend that rises quickly in popularity but falls even faster. There are two ways to distinguish this: micro-trends vs. 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. 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. Knowing what trends are dominating your market requires a lot of research but knowing them can be extremely beneficial. This will help you be successful in the workplace. As a fashion marketer, one must keep up with trends to best serve your brand. A trend is defined as “a general direction in which something is developing or changing” and trends in fashion change rapidly.
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