Everywhere we look, we see someone doing something or wearing something, promoting this – promoting that – and more and more, marketing focuses on trends. This is partially thanks to the constant demand for content on social media and blogs, but also the abundance of data and documentation we collected since the beginning of the digital age.
Looking back a couple of decades, fashion was still a twice-a-year event. There were no pre-seasons or must-have collaborations. Trends were more significant because they came fresh from the designers and weren´t consumed in the rapid pace we consume fashion today. If anything, this fast moving digital way of living, is making trends ignite fast and die even faster. In conclusion, to have a campaign or trend survive and stick around – it needs to be built on something more permanent that just what people love right now. Social media has taught us that the love of a crowd is a fickle thing, and it is rare to obtain for more than a moment even for the most skilled marketer and creators. In the same time, we do see a sign and a calling to stand out and be more individualistic – but maybe that in its own way is a type of trend, to stand out. Some say that the reason why trends have value is because they orientate us. Because what are trends really other than an idea?
Trends and fashion are in the end always ideas and attitudes to how we dress, and we are all motivated to differentiating ourselves from others through the way we dress. So even if we want to follow a new trend or stand out, the search for the cool and new will always be important to us.