Social Media Algorithms Shape Fashion Design Trends
Today, social media has a direct impact on almost every aspect of our lives. It even influences multiple industries and the fashion industry is no exception. It plays a huge role in shaping fashion design trends as well.
Till today, a lot of people have had a hard time explaining what algorithms are. To put it in simple words, algorithms know us better than we know ourselves. They identify and influence what we listen to, what we watch and what we buy. For instance, have you noticed that when you watch one type of content on social media, you’re flooded with similar content on your feed the very next minute. That’s the power of algorithms. Honestly, there is nothing wrong with it. The impact is mainly positive as we get to consume stuff that is driven by our likes.
Algorithms and Fashion Trends: A Match Made in Heaven
Algorithms and fashion trends are literally a match made in heaven. They help identify fashion trends and even determine how they evolve and spread online. From the consumer point of view, they make personalised recommendations and improve their online shopping experience. From the business and ecommerce point of view, the same algorithms increase conversions, reduce abandoned carts and decrease the probability of returns/exchanges.
Here’s how algorithms are able to determine fashion trends:
Viral Content
Algorithms are always keeping an eye on what’s getting the most engagement online. That can be fashion week content, a viral photo or even a hashtag. If a lot of people are sharing the same content and the likes, shares and views it’s getting are massive, it becomes a trend and spreads like wildfire. For example, when the Pantone colour of the year comes out, suddenly the algorithms identify fashion and accessories of that colour and flood it on consumer feeds.
Data & AI-driven Trends
Fashion brands and designers also use AI and algorithms to predict new trends. Consumers always want to wear something trendy. AI is an expert when it comes to trend forecasting. They usually analyse enormous amounts of data across fashion blogs, articles, social media and online sites to forecast trends. They even look at what colour, cuts and styles consumers have purchased in the past. Social media is a major driver of fashion trends. Designers always have their eye on new content posted by competitors.
Influencer Endorsements
Influencers, micro-influencers and celebrities are usually people that have a large following. They significantly influence fashion trends. Algorithms usually prioritise their posts and content thereby making their fashion choices more visible. Even when we see a celebrity wearing something different, we immediately want to get our hands on that outfit. Algorithms work in the same way. They churn out content that has gained maximum love and create niche trends.
Creation of Echo Chambers
Algorithms also create echo chambers of certain trends. If a certain style gains traction, the algorithm feeds it back to people who have similar tastes. These chambers further give rise to micro-trends which have not been noticed. Usually, content from influencers who have a high following are prioritised because of which smaller designers and influencers have a hard time gaining traction. With algorithm-fuelled echo chambers, you know exactly where to look for trends.
Faster trend turnaround
Social media algorithms usually accelerate the speed at which trends change. Earlier, trends would take months or years to catch. However, now, it can be done within a matter of a few days. This is thanks to platforms such as Instagram and Pinterest. People including millennials and Gen Z are suddenly more aware of what’s in trend.
Conclusion
Students pursuing a graduate diploma in fashion design and management always keep an eye on social media algorithms for new fashion design trends. They’ve completely changed the way fashion trends are seen and discovered. It’s surely fascinating to see this wonderful amalgamation of technology and creativity. Social media has surely changed the game for small as well as big fashion houses across the globe. What do you think? Let us know your thoughts in the comments section below.
