Microtrends: Social Media’s Influence on Consumer Behavior

Polka dots. Bubble skirts. Cheetah print and sequins. 2025 truly did it all. Microtrends successfully created a multitude of styles that took over the internet, but they also produced millions of tons of clothing that would end up in landfills, according to earth.org. Trends are appearing more rapidly than ever and disappearing even quicker. Tenth-grader Charlotte Lookstein said, “it is hard to keep up” because once you buy into the trend, people have already moved on. 

Microtrends are a relatively new term in fashion, but their popularity continues to grow each year. Microtrends are repetitions in a certain pattern, aesthetic, or style that are short-lived and mass-produced. They have also been labeled as “fads,” “crazes,” or “a phase,” as Lookstein puts it. Lookstein also says microtrends are propagated primarily by “influencers and celebrities on social media.” The quality of the garments is often low: as Director of Environmental Stewardship Angela Costanzo said, they are made to “fall apart in 3 months or 6 months or 2 washes” and by that time “next trend is already out.” 

English teacher Dr. Deborah Aschkenes, formerly an Associate Buyer at Saks Fifth Avenue, spoke about how buyers “strategize” and “analyze” trends. Typical trends are often based on long-term consumer behavior; although “seasonal,” as Dr. Aschkenes said, “you already have a pretty good idea of what it’s going to be.” Trends are planned months in advance—buyers are “going to market, going to designers’ showrooms, previewing the lines for each season.” Buyers improve sales by working with vendors to produce garments that reflect consumers’ habits in different locations. This is why microtrends are different from regular trends. Since microtrends are often short-lived, reactive responses to social media, the cycle is too quick for buyers to fully capitalize on.

Microtrends have diminished the idea of personal style. They “pressure you to match what everyone’s doing as opposed to having your own style,” Lookstein said. Instead of fashion reflecting personal taste, it reflects what is being seen online. 

Meanwhile, in department stores, Dr. Aschkenes said “if a style isn’t selling, you have a few options, but they depend on how quickly you can react, and on how good your relationship is with the vendor. They might be able to take it back, and swap the item for something that is trending better at your store. Or, you can negotiate a better price, so you won’t have to take the hit for the money you spent to purchase it.” This system allows traditional retailers to adjust while reducing the likelihood that unsold merchandise will end up in landfills. 

While the reason behind reallocating products that are not selling is to avoid as much financial loss as possible, lessening environmental impacts is a welcome side effect. Strategic inventory management can balance economic sustainability with environmental responsibility.  

There is a good reason behind the idea of ‘investing’ in a piece or ‘buy it nice or buy it twice.’ Not only are you saving the environment from another wasted item, but higher-quality items are often made from natural fibers as opposed to the synthetic materials used by fast fashion companies. Nicer items also stay in style longer. 

While the trend of overconsumption has grown, so has the idea of thrifting or second-hand shopping, something Ms. Costanzo says is “hopefully a macro trend.” But there are other ways to be sustainable; Ms. Costanzo mentioned the Green Tree textile recycling bin in the parking lot of 9/10. Here, textiles can be left to be donated or thrown away. Green Tree will sort through and donate usable clothing and use everything else to create recycled materials, such as carpet padding. According to earth.org, it is estimated that the fast fashion industry’s global emissions will double by 2030. It is the job of consumers to be active participants in reducing textile waste. As overconsumption continues to rise, so does the importance of shopping responsibly and sustainably. Microtrends can be fun, but also can be wasteful. By balancing trends, being sustainable, and curating a personal style, a more thoughtful and intentional approach to fashion can be achieved.