Tuesday, August 9, 2022

How social networks are changing the prescription of trends

There is much to be said about social networks, but one thing is for sure: they are the current cultural gold when it comes to identifying trends. Everything indicates that social networks are a tool contributing to the democratization of fashion, a change that was accelerated during the pandemic during which almost everything happened on our screens. This period of time was fundamental, as it provided greater access and launch of events such as the parades of various Fashion Weeks, which were held with limited 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 front row, which aroused 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, outfits for video calls or nap dresses. Ultimately, people outside the industry proved to have something valuable to contribute and contributed to the democratization of fashion through their voices on social media channels. It is imperative that we understand how the industry has changed and how we should leverage social media to understand the current cultural aesthetics.

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Courtesy @mellowmayo

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

industry change

For decades, the area has served as a leading 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 a source of inspiration for our future forecasts, and now influential people Those that operate through social networks are essential for identifying aesthetics and confirming trends. We are in a time when trend business is booming due to the rise of influencers on social networks, although both the trickle-down theory and the uplift theory are proving to be valid in parallel. The two approaches complement each other, as the front lines of the catwalk are expanded to include more influential people (to allow them to get better photos for their social networks) and even more. That infamously exclusive Met Gala has opened its doors to TikTokers Emma Chamberlain or Edison. Opinion. Social media has also spawned new fashion critics who blur the lines between influential person and journalists primarily with the goal of educating their Gen Z followers.

Courtesy @ Grevi

From an industry perspective, it is important that we pay attention to social media signals, no matter what role or market we are 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 rapid fashion.

The secondhand market has been 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. Etsy-owned Depop, which has 90 percent 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 applies AI modeling to social media channels to determine the products they are going to produce, and employs 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 is clear that social networks have become not only a community, but a place where both 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 develop in this area. At FS, we know how to effectively leverage social media to track 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 feed our macro forecasts and deliver great style potential straight from influential person,

trends in social networks

What makes social media content so valuable today is its nature as real-time informational entertainment. The secret formula involved in Gen Z makes it incredibly easy to understand and authentic, especially in the case of TikTok. The pace at which trends are visible is happening faster because social media is instant compared to monthly print publications. However, you also need to keep in mind that many of the trends emerging on social media are micro-trends related to macro-movements that last for several months, changes that were probably already underway before a certain phrase appeared.

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

Courtesy @loisopoku

It’s clear that social networks have changed the way we view fashion. culture of influential people It has evolved into much more than just personal style, and newcomers to this space add value, develop aesthetics, and connect with new communities of people. No matter what social media platform we are talking of, as an industry I think we can all agree that there are more people to harness the current cultural aesthetic and promote their brand or store. Getting it is very important. After all, visibility is something we all look for, and social networks offer exactly that.

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To participate in the Fashion SNOOPS webinars on the following trends via social media, you can register Here,

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

Nation World News Desk
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