What is a Trend Cycle?
Jada Herrera
Before we begin a deep dive into how social media influences us to shop online excessively, we must first understand how trend cycles work. Social media platforms, specifically TikTok, accelerate trend cycles because the short-form nature of the content allows for rapid and indiscriminate consumption. There are five stages of the trend cycle: introduction, rise, acceptance, decline, and obsolescence.
Stage 1: Introduction
In the first stage, a niche new style enters the fashion world, usually from the runway, as spotted in street style, through a fashion blogger or influencer, or the careful planning of a marketing agency.
Stage 2: Rise
More fashion influencers and trendsetters wear outfits that incorporate the garment or style, from social media influencers to celebrities. This increases the demand for the item, and it becomes an aspirational style. It is officially termed a “trend” and this also means that more retailers begin to carry similar products
Stage 3: Acceptance
The trend fully moves away from only being accepted in “fashion circles” and is adopted by many different kinds of people. It is also at this stage that it often turns into a mass-produced style that’s available cheaply in several different outlets and e-commerce sites.
Stage 4: Decline
Essentially the realization that the trend has been fully adopted in the mainstream and so has lost its unique feel and sense of newness. This is when the style is no longer seen as aspirational.
Stage 5: Obsolescence
The once trend is no longer considered to be fashion-forward. This usually coincides with the introduction and rise of newer trends that spark the same cycle and fulfill
The trend cycle isn’t limited to clothing and has recently been seen in many different forms. Remember how trendy it was to recreate the “Soft Girl” aesthetic? While it may have caused a spike in Lululemon sales, it also increased the sales of Stanley Cups, certain make-up products, and over-priced skincare that aren’t necessarily needed. What seems to happen online is that we as a group decide what is the trending aesthetic and then make a commitment to becoming this persona, even if it costs an excessive amount of time, energy, and money. We are currently cycling through trends at a faster rate than usual because we create and consume content at scarily fast pace on social media. We hope to share some insight on our website and give readers ideas on how to slow down and be more mindful of their purchases.