Are Fashion Trends Extinct?

Mac Worth, the founder of Worth Global Stye Network (WGSN), a trend forecasting service, is infamous for working with big names such as, Kate Spade, Coach and H&M. Worth recently made comments in the media in regards to seasonal forecasting and how social media has changed the traditional approach of sitting in a room with several people and deciding which colors are going to be considered "in" two to three years from now. Although many fashion houses, particularly the ones in Paris, are sticking to the old fashioned take on trend forecasting, Worth has different ideas for his clients and his company.

Although Worth's entire company is based on forecasting new and upcoming trends, he believes the entire process has gone out the window. Why is that? Because of the Internet and media, fashion trends are now coming in bulk almost every day. Due to all of the social platforms that now exist, the once bi-annual cycle retailers knew and loved before is  now moving towards a feed of " constant product drops."

Today, trends are in and out infinitely faster than we are used to in the past. Celebrities, bloggers, and consumers all express their opinions via social media and have a significant impact on what trends stay and which ones go. Not to say that all trends die due to social media. For instance, The Valentino rock stud was only predicted to last one season but because of all the hype it's been given on social media platforms, the accessory has lasted almost EIGHT seasons.

So how do retailers and brand names keep their products around longer than a popular Tweet last on Twitter? It is vital that they continue to work on their brand identity and differentiate from your competitors. You want your products to become a "lifestyle," not just a trend. Worth made an extremely valid point when he stated that, "We’re moving from being trend-focused to lifestyle-focused… Some trends turn out to be short-lived, whereas others continue to evolve as they are more about lifestyle choices and style, rather than conspicuous consumption.”
Brands need to stop worrying about what is happening two years down the road and instead focus on who their consumers are now and how to adapt to their lifestyles by using social media tools to emphasize their position in the market.