Are you a detail- orientated, disciplined woman on the go? Or maybe, you adore the romance of rural life with its earth-tones and vintage florals. You might even prefer moodier colors and older literature. Whatever it is and whoever you are, I assure you, there’s a category with your name in it somewhere.
Aesthetics have been around since before the term was even coined. In the 1850s during the Revival Movements, homeowners would choose specific looks for their property, often using the styles to signal their philosophical alignments. These styles were consistent throughout their homes, fashion, and even commissioned art pieces. Once the clothing stores got wind of the marketing opportunity, they enlisted celebrity endorsers and suddenly, everyone could relate to someone.
While the platforms have changed, people still use visual styles to communicate who they are. In modern days with the growth of social media, it's simple work for brands to figure out the type of person everyone wants to be. For instance, take the infamous Clean Girl style. This aesthetic catered to those who value wellness, effortless calm, and meticulous organization. The trend exploded into the media in late 2021 to 2022, while being heavily promoted by celebrities such as Hailey Bieber and Bella Hadid. It didn’t take long for its signature minimalist makeup, simple athletic clothing, and slick back hairstyles to appear everywhere you looked. But the most fascinating part? The response of the brands. American Eagle, which was previously advertised for denim and casual-wear, shifted the majority of its focus ( and funds) on its sub-brand: Aerie. They opened around 74 locations during a 12 month period and became an activewear staple throughout the media.
Photo: Pinterest
Even as these trends have started to change and warp faster than ever, more and more stores are available to cater to the needs of the buyer, since those needs are so predictable through social media. In case you don’t believe me, look at the stores around you. Pacsun has utilized the recent surge of Y2k popularity to remain relevant with Gen-Z and Gen-alpha generations. LoveShackFancy has been building its marketing around collaborations with Target, Pottery Barn, Stanley, and others, consistently exemplifying just what “Coquette” means. They haven’t changed what they carry, just how they market to you.
I’m not saying these recent developments are bad. In fact, being able to know the desires of the consumer is an advantage not just for big brands, but smaller ones too. This knowledge is more accessible than ever, allowing even the smallest of brands to compete for consumer attention. It’s just another important reminder to stay mindful about whether you're actually being yourself, or the version of yourself that you see on social media.
XOXO, The Fashion Stock Market
