Summary of "Are Viral Microtrends Losing Their Cool?" Episode of The Business of Fashion Podcast

Release Date: April 29, 2025

Introduction

In the April 29, 2025 episode of The Business of Fashion Podcast titled "Are Viral Microtrends Losing Their Cool?", host Sheena Butler Young engages in an insightful conversation with senior editorial associate Joan Kennedy. The discussion centers around the phenomenon of viral microtrends in the fashion industry, their rise, impact, and the emerging signs that suggest these fleeting trends may be waning in popularity.

Understanding Viral Microtrends

The episode begins with Sheena Butler Young and Joan Kennedy defining what constitutes a viral microtrend. Joan articulates, “Micro trends, kind of as you highlighted, are these, like, really fast churn little aesthetics that pop up on social media” (00:31). These trends typically emerge swiftly on platforms such as TikTok and are often driven by youth culture and social media influencers. Examples discussed include aesthetics like cottage core during the pandemic, coastal grandmother, and succession-inspired quiet luxury. Joan emphasizes the ephemeral nature of these trends: “They defined cultural moments, even if they only lasted a few months at a time” (00:40).

Examples of Microtrends

Joan and Sheena delve into specific examples to illustrate the diversity and rapid lifecycle of microtrends. Joan mentions, “The cool girls are wearing their football shirts this summer” (01:45), highlighting how quickly a trend can gain traction. Other notable microtrends discussed include coquettecore, Annie sleaze, clean girl, mob wife, and the intriguingly vague Tomato Girl.

Notable Quote: Joan describes the Tomato Girl aesthetic: “It's often hard to define where these things exactly start... One of the big movers for that trend was Hailey B. doing a very blushed up look” (02:03).

Personal Anecdotes: Joan shares personal experiences with microtrends, such as inadvertently participating in the Sardine Corps trend: “I was writing a story, I think, in 2023... it was this aesthetic that popped up... It was kind of like an abstraction” (03:10).

Impact on Retailers and Revenue

The conversation shifts to the economic implications of microtrends for retailers. Joan explains that microtrends provide “spurts of sales boosts for all sorts of retailers, particularly those who cater to young consumers” (06:15). However, the rapid turnover of trends poses challenges for retailers in terms of inventory and merchandising. She notes a transition from viewing trend adoption as a merchandising problem to a marketing opportunity: “If I have the product, I'll talk about it on social media in this way, and then that'll drive people to the site” (05:49).

Case Study: Cowboy Carter and Beyoncé: Joan cites a strategic example where a retailer aligns its merchandising with Beyoncé’s Cowboy Carter tour: “Every time Cowboy Carter would make a stop... they would reorganize and merchandise to put all this cowboy themed stuff at the front of the store” (07:10). This approach ensures that existing inventory is effectively utilized by aligning with current cultural moments.

The Changing Landscape of Microtrends

Joan Kennedy addresses the signs that suggest microtrends are slowing down. Referencing her article, she discusses insights from Mia Jacobs, a fashion forecaster at WGSN, who observed that the incessant cycle of microtrends felt like being “on the hamster wheel” (08:15). Joan identifies several factors contributing to this deceleration:

1. Post-Pandemic Shift: The initial surge of microtrends emerged post-pandemic when young consumers had more discretionary income and time for experimentation. However, economic uncertainties have led to a shift towards more sustainable and lasting fashion choices.

2. Economic Pressures: Joan highlights the “record amounts of credit card debt” and economic instability as factors leading consumers to delay purchases and prioritize value-driven spending: “People are feeling more compelled to lean into value driven spending to send a message about what they stand for” (11:49).

3. Awareness of Trend Saturation: Increased awareness of the fast-paced trend cycle has led to a sense of exhaustion among consumers, who are now seeking more enduring styles over transient aesthetics.

Notable Quote: Craig Brahmers, American Eagle's Chief Marketing Officer, is quoted saying, “If you would have asked me all of these questions, I would have said that teens move at a lightning speed. But now, like, I'm not so sure” (08:15).

The Role of TikTok

A significant portion of the discussion revolves around TikTok's pivotal role in driving microtrends. Joan notes, “These micro trends are very much a TikTok phenomenon” (22:31). She explains that TikTok not only acts as the birthplace for these trends but also perpetuates them through features like TikTok Shop, which integrates shopping directly into the platform.

However, the uncertainty surrounding TikTok's future poses challenges for trend prediction and adoption: “Its fate is like, up in the air perpetually right now” (22:12). Joan speculates on alternative platforms where trends might migrate if TikTok's prominence declines, such as YouTube and Instagram Reels.

Lessons for Brands and Retailers

Joan Kennedy distills several key takeaways for brands and retailers navigating the microtrend landscape:

1. Engage Authentically: Brands must “meet [shoppers] in the moment, speak the same language that they do” (19:05). Authentic engagement through social media conversations is crucial.

2. Event-Driven Merchandising: Aligning product offerings with cultural and social events (e.g., concerts, movie releases) can capitalize on immediate trends without overextending on fleeting aesthetics.

3. Sustainability and Longevity: Focusing on trends that can span multiple seasons and are supported by runway presence or pop culture ensures greater staying power. Divya Mather of Revolve emphasizes looking for “trends that can span multiple seasons” and those that gain traction across various platforms (21:29).

4. Adapt to Changing Consumption Habits: As consumers shift towards value-driven and sustainable purchasing, brands should adapt by promoting longevity and versatility in their offerings rather than chasing the latest fleeting trend.

Notable Quote: Joan shares Revolve's strategic approach: “They look for trends that can span multiple seasons... and look for things that aren't just popping up on social media, but are popping up on the Runway” (21:29).

Conclusion

The episode concludes with Joan and Sheena reflecting on the transient nature of viral microtrends and the evolving preferences of younger consumers. Joan underscores the importance for brands to balance trend responsiveness with long-term strategy: “They have to both be on trend but also play the long game” (23:47). The discussion highlights a pivotal shift in the fashion landscape, where the relentless pace of microtrends is giving way to a more thoughtful and sustainable approach to consumption and style.

Final Thoughts: Joan expresses gratitude for the conversation, stating, “This was such a learning moment for me to get immersed into micro trends and the Gen Z, but also not only Gen Z, but in their way of thinking and consuming online content and how that drives how they actually dress up” (24:06).

Key Takeaways:

• Viral microtrends are characterized by their rapid emergence and short-lived popularity, heavily influenced by social media platforms like TikTok.

• Economic factors and a desire for sustainability are contributing to a slowdown in the microtrend cycle, as consumers prioritize lasting styles over fleeting aesthetics.

• Retailers and brands must adapt by engaging authentically with consumers, aligning with cultural events, and focusing on trends with longevity.

• TikTok's role remains central to trend creation, but uncertainty around the platform’s future necessitates diversification of trend-sourcing strategies.

• Long-term strategies that balance trend responsiveness with sustainable practices are essential for navigating the evolving fashion landscape.

For more insights, listeners are encouraged to read Joan Kennedy's article, "The Decline and Fall of the Viral Microtrend," available to BOF Professional subscribers at businessoffashion.com.