Social media has a huge influence on all areas, and the fashion industry is no exception. It has contributed to the acceleration of today’s fashion industry, dictating trends and collections every week, whereas years ago the industry only had two fashion collections on the annual fashion calendar. Furthermore, with the rise of social media and influencers, fashion has moved at a much faster pace than in the past, giving rise to terms such as fast fashion and accelerated consumption.
Contributing to the overconsumption of recent years, fast fashion already moves at a rapid pace, but ultra-fast fashion encourages the purchase and wearing of cheap clothes from brands such as Shein, Fashion Nova, Princess Polly and discarding them after only a few wears.
These brands have taken the fast fashion business model and magnified it almost tenfold. With the rise of marketing tactics and collaborations with influencers, the growth of ultra-fast fashion brands has increased exponentially. And despite the detrimental impact of social media on the industry, it also encourages sustainability and ethical practices in fashion. While there is a growing number of fast fashion influencers, the slow fashion community has also grown.
Fashion industry, social media and the power of trends
In the fashion industry, trends dictate certain clothing demands, popular design styles, and the “it” look that everyone aspires to achieve. Several aspects influence the setting of trends, from accessibility of supply to innovation. One of the most prominent players in creating and setting trends is technology. By providing a platform for users to share their looks and the clothes they are wearing, social media has created an easy way for other users to find and purchase similar items; giving brands a new way to reach and engage with their customers.
It is easier for fashion brands to develop a brand image and create awareness among their customers as they are more visible to their audience.
The digital age has brought countless advances and improvements to society. It has opened up a new space for socializing, information gathering and sharing. We are experiencing a digital evolution where brands, content creators and online communities are at the forefront of the transformation. Social media, which was once just a place for personal interactions, is now a powerful channel that drives the growth of the fashion industry.
With social media, trends spread and circulate faster than ever before. These trends change the industry, with a dynamic interaction between influencers and creative content, designers and clothing markets seek to keep up with the ever-changing style goals. Fashinnovation presents a closer look at how social media influences fashion trends and its effect on the fashion industry.
Large and Fast Outreach
The digital world houses and accumulates a vast supply of data that people can access through their devices. There is no limit to the reach of the internet. Sharing and obtaining information takes only a second. Social media has emerged as a powerful force in shaping fashion trends, with influencers revolutionizing the way we discover, consume, and engage with fashion content.
For example, Pinterest, a platform built around inspiration and discovery, serves as a key framework for fashion enthusiasts. One of the trends the platform mentions is that year-over-year searches for sustainable fashion on the platform have increased by 71%, reflecting a growing interest in eco-friendly clothing and brands.
Based on the algorithm, each platform uses its broad and fast reach resources to share information, such as fashion trends, clothing, pieces, accessories and much more. Influencers, on the other hand, by posting relevant and original content, are able to reach a large number of followers, creating trends and relevance from one day to the next. This accelerated behavior directly impacts the fashion industry, where we see pieces that are advertised and sold quickly.
Influencer Marketing
Social media has created an entirely new career path in the fashion world. When people start using social platforms to share a glimpse into their lives and curated content, it attracts interest, attention and views. The high demand for shared videos, photos and information has brought the job of influencer to life. Whether you are a stylist, a trendsetter or just a fashion enthusiast, social media has given a voice to everyone, everywhere.
As social media continues to evolve, its influence on fashion will only grow stronger. By leveraging the platforms as a tool for innovation and inclusion, the fashion industry can stay ahead of the curve and meet the ever-changing demands of consumers.
There are several pros and cons for fashion influencers. With the power to share and spread what they upload across the web, they can set trends with the click of a button. Social media in fashion is no longer optional, but essential. It is a platform where trends are not just showcased, but born and viral; where the real-time reach of people and brands dictates what comes next.
For brands, digital channels offer unprecedented opportunities to engage, influence and evolve with a globally connected audience. Companies like Fashinnovation seek to connect businesses that want to make a difference. Fashion brands participating in this space are not just witnessing a transformation, but actively participating in the creation of a global, interactive and influential fashion ecosystem.
Digital Fashion Inspiration
Magazines once controlled the latest news in fashion. Now, social media reigns as the one-stop shop for all kinds of fashion-related information, from controversies to rising designers and trends. Instead of cutting out magazine pages of inspirational looks, people pin and save their favorite outfits and style ideas to their digital “fashion inspo” board.
Social media creates a space full of fashion inspiration, outfit ideas, and style tips. Therefore, its capacity for information makes it easy for people to discover fashion staples across time, with social media playing a role in the recent resurgence of early 2000s fashion trends.
Social media influences fashion trends by offering a place for a trend to grow and then continuing its surge of popularity. It collects the latest “it” looks and style tips, spreading them to the mass of people with access to the web. Without social media’s influence, trends wouldn’t catch on as fast nor switch as much as they do now.
Get inspired with Fashinnovation
From day one, sustainability, alongside innovation and entrepreneurship, diversity and equality, and inclusion have been the solid pillars on which Fashinnovation has been built. In our deep commitment to putting people first and fostering new connections, we have developed Worldwide Talks, as well as organizing business missions, private dinners, and a range of other purpose-driven gatherings.
As a global community, we are always open to partnering with and listening to anyone who is working towards positive outcomes and doing things for the right reasons.
* Written by Felicia Priedel, Publishing Coordinator at Logical Position
Editor’s Note: The opinions expressed here by Fashinnovation’s columnists are their own, not those of Fashinnovation.
