Micro Trend but Macro Consequence
erica truong | sept. 24, 2024 | The fall Supplemental
Historically, trends have been a defining feature of American society. Popular styles and accessories among adolescents have typically lasted a decade and uniquely marked their respective eras. This can be seen in the 1980s’ neon clothing or the signature low-rise jeans from the 2000s, which are now commonly associated with those times. The rise of social media among young demographics, though, has altered the very nature of trends. Social media has fostered a system of microtrends, where clothing styles and accessories surge in popularity only to die out in a noticeably short period. They are then replaced by other trends, only to follow the previous life span. This repetitive cycle of fads has led to a consumerism crisis afflicting the world.
Microtrends are popular because of their accessibility and appeal to younger audiences. Certain items are promoted on platforms such as TikTok and Instagram to persuade impressionable minds into purchasing those articles to fit in with their demographic. The desire to be accepted fuels an endless rotation of buying trendy items to keep in line with their peers and others seen on social media. This unhealthy practice can lead to overconsumption and severe waste, as people often get rid of pieces that are no longer popular, even if their use is not fully exhausted.
Certain brands are quick to capitalize off of microtrends and often resort to unethical labor practices to do so. One infamous brand quick to hop on various trends to match its consumers is fast fashion retailer Shein. The 2022 documentary “Inside the Shein Machine: UNTOLD” by the United Kingdom’s Channel 4 alleges Shein employees work for 18 hours a day and are paid as little as four pennies per product. The egregious work hours correlate with the immense scale of their production as National Public Radio reports Shein releases up to 10,000 new items daily. Their cheaper price appeals to customers but the price is reflected in their quality. Consumers buying items from Shein will only drive their immoral practices. Buyers should therefore refrain from engaging with this company. Instead, they should educate themselves before purchasing clothes or other items for the sake of trends.
However, Shein is not the only company guilty of playing into microtrends, as there are other similar fast fashion companies. Some include Zara, which updates its inventory weekly so consumers can “stay in style,” and Forever 21, which partners with other brands like Hello Kitty and Cheetos to reflect their target audiences’ temporary interests. The rapid pace at which items are used and then tossed into landfills has created much discourse over the ethicality of consumer culture.
One dispute frequently brought up in discussion of microtrends is its effects on other communities. Specifically, microtrends have begun appearing in thrift stores, where people mostly shop to avoid the harmful practices of fast fashion. Thrifting is a way for consumers to shop for quality clothes sustainably at a lower price. But the speed at which microtrend pieces are discarded into the donation bin has caused thrift stores to be inundated with lower-quality items made from synthetic materials. Thrift stores can now be seen with aisles of momentary aesthetics that have lost their appeal.
Microtrends are not solely limited to clothing items despite being commonly associated with them. Of the various trends in today’s society, water bottles are often brought up in the conversation of short-lived crazes. From Nalgene to Yetis, Hydro Flasks to Stanleys and Owalas, the debate over the best water bottle has never been settled. Over the past few years, these water bottle brands have taken turns dominating the industry, making a ubiquitous appearance online, in schools, and in kitchen cabinets only to be replaced with the next in due time.
Before these trends are replaced, their extreme popularity can be seen through their heightened outpour of revenue. At the height of Hydro Flask’s popularity, the Consumer News and Business Channel reported the company’s revenue grew from $73 million in 2019 to $94 million in 2020. After the Hydro Flask era, Stanleys also went through a similar experience as their predecessor. According to Forbes, in 2023 alone Stanley made $750 million of sales revenue. Each popular water bottle brand has surged in sales but eventually lost momentum, passing the torch to the next brand. The phenomenon of soaring in popularity only to then elapse is a potential possibility for the most recent water bottle craze, Owala.
Despite the several concerns regarding microtrends, people are not required to completely avoid them. If someone likes the look of Owalas, cow print bucket hats, or checkerboard pants, then they should be entitled to buy them. There have been problems with others on the internet shaming certain styles after their popularity dwindles. What fits one’s aesthetic may not align with another’s and certain trends going “out of style” should not deter people from continuing to use products.
The feeling of trends dying out stems from the fact they are constantly cycling. While this concept is not new, it has been taken to extremes in recent years and is a cause of concern for people around the globe. Although consumers can purchase whatever they desire, it is important to know the consequences their purchases have on the community. Buying the hottest item on the market only to dispose of it in a month will create an unsustainable shopping habit with harmful effects relating to labor and the environment. It is enjoyable to participate in microtrends once in a while; however, buyers should attempt to make complete use of their purchases. It is nearly impossible to entirely avoid them in today’s age of consumerism, but as consumers, we should be aware and intentional with our shopping habits—putting all effort into averting the growing crisis of microtrends staining the modern era.