Fashion is one of the most fast-moving industries out there. And in the digital era, trends seem to come and go even quicker than ever before.
But trends, no matter how out-of-the-blue they can seem, aren’t random. They’re predicted, studied and strategically leveraged. In this article, we explore fashion trend focusing, looking at what it means, the different types of trends and how influencers play a role. Read on to find out more.
So, what’s fashion trend forecasting?
Fashion forecasting is defined as the practice of anticipating future styles, silhouettes, colours and consumer preferences before they’ve hit the mainstream.
Forecasters become skilled at analysing a big range of signals to forecast what will be in style next season (or sometimes, years into the future). These signals include everything from cultural shifts and runway shows to street fashion, social media activity and historical records, blending qualitative insight with quantitative data.
Forecasting is what allows brands and influencers to get an understanding for what styles are coming next and what consumers will be looking for, as if done right it can give them a competitive edge.
Macro trends vs. micro trends
Macro trends and micro trends are both an important part of fashion trend forecasting. They both play a different role for influencers who are looking to build out a fashion content strategy. But what’s the difference?
Macro trends are long-term, big-picture shifts that reflect deeper changes in society, culture, technology or lifestyle. These trends evolve slowly over seasons or years and are known as foundational shifts in fashion. Some examples of macro trends include things like the rise of sustainable fashion, tech-influenced clothing or gender-fluid or androgynous styling. Some have a lasting effect on the fashion industry and are resurgent trends that appeal never dissipates. A recent one being the trend towards a varsity jacket for men, one we have seen before over and over again and each time the look gets better an better.
Micro trends on the other hand are short-lived, sometimes niche but always fast-moving styles. This type of trend is often driven by social media platforms like Pinterest, Instagram or TikTok and usually only lasts for a few months. Sometimes a trend will focus on a specific colour palette (“Butter Yellow” was a recent one) or a viral look. While these trends change fast, they’re goldmines for content creators who embrace them early on.
How influencers can source trend forecasts (and why)
Why is trend forecasting so important for influencers? Well, in a crowded content landscape it can offer them a huge strategic advantage.
By spotting trends before they saturate the market, it allows them to stay ahead of the competition. It can also help them build credibility as ‘tastemakers’; individuals who don’t just follow fashion but understand where it’s going next.
These days, influencers don’t have to rely on guesswork to identify trends. Paid and free resources they can tap into include the likes of trend forecasting services and reports from specialist agencies, as well as social media analytics and listening tools. Many creators also still rely on more traditional sources of inspiration like cultural movements, runway coverage and street style.
Finally, strategic collaborations with industry insiders and brands can give influencers early access to things like design directions and trend insights.
But what trend to follow?
Not every trend is worth chasing. Successful influencers use a blend of audience insight, personal brand fit and strategic timing to select trends that resonate (and will get reach) with their followers.
A good place to start is deciding whether a trend fits their personal brand, aesthetic and values. A style that’s in trend but that doesn’t fit their persona might draw attention but it’s not what builds a loyal following. Some influencers look at engagement signals, asking questions like: Are audiences already interacting with trend-related content? What are competitors posting? Engagement metrics help evaluate whether a trend will connect.
Forecasting as a content superpower
For fashion influencers, trend forecasting is far more than background knowledge: it’s a content superpower.
By getting an understanding of what trends are emerging, where to source reliable forecasts and how to translate insights into engaging content, influencers can stay relevant, grow their authority and capture the attention of audiences.
