![]() It dips to 25 percent among the 35-to-54 year olds, and drops to 9 percent among those aged 56-to-70.Īmong the younger sets of consumers, social media is the second-most popular influence behind what they already own and like (67 percent), according to Monitor™research. That percentage leaps to 50 percent among consumers aged 13-to-24, and remains high at 40 percent of those aged 25-to-34. When asked for their fashion inspo sources, 33 percent of women and 26 percent of men cited social media, according to the Cotton Incorporated 2022 Lifestyle Monitor™Survey. Sentiment around social media’s influence on style varies, too. The sentiments are just the starting point, as there are various sources and influences that follow and define a trend throughout its lifecycle.” “The answer is what we at FS call cultural sentiments, which we identify at the beginning of each seasonal forecast to really set the pathway of what to expect from a product and design perspective. “ How are consumer expectations changing and why are they driving that new product desire?” Guarascio asked. But the most important factor, she says, is knowing why these trends are happening. ![]() It’s also important to know what to track in order to identify whether a brand is at the peak of its popularity or whether it could be used for future assortments or brand strategies. For example, while it’s important to track celebrities, it’s also important to look at brands and people that are either ahead of the curve or are more niche and outside a mass market sensibility. Guarascio advised brands to define and segment the different types of profiles they want to follow. These are the Fashion Week Denim & Cotton Looks to Offer in '24 ![]() If you know where and how to look, social media can be leveraged to help you better predict your consumers’ expectations and make more informed decisions at each stage of the product development process.” “Not only are brands now required to react differently, but they’re also required to anticipate and interpret trends for future assortment. “Whereas the traditional adoption rate of a trend used to be somewhere around one to two years, today’s trends can go viral in just a few weeks and have a varied shelf life of several years, to only a couple months or even a week,” explained Fashion Snoops’ Jenna Guarascio, vice president, content strategy. While it’s great to realize where these trends originate, it might be harder to figure out how to harness online inspiration and channel it into actual fashion offerings.Īs Fashion Snoops (FS), a consumer insight and trend forecasting company, recently pointed out in a webinar titled, “ How to Track Trends Using Social Media,” trends are increasingly dictated by consumers and influenced by multiple sources – from niche influencers and internet-first brands to celebrities and designers. If you’re like many and wonder why certain trends like “ Y2K fashion” or “ power bohemian florals” seem to blow up out of nowhere, you can thank social media. ![]()
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