Detailed FindingsViral microtrends (or “cores”) such as cottagecore, coastal grandmother, quiet luxury, and fur-covered “mob wife” proliferated on TikTok in past years, driving swift and short-lived fashion crazes. Now, the churn appears to be slowing, with fewer “cores” and a broader consumer sentiment of “fatigue.” Users are increasingly posting about overconsumption and underconsumption, and retailers such as American Eagle note that certain trends (like Westernwear and linen staples) have lasted longer than expected. Forecasters attribute the cool-down to rising cost-of-living concerns, a desire for authenticity, and uncertainty over TikTok’s future in the US.
Key TakeawayThe feverish “core” phenomenon is subsiding as Gen-Z consumers focus on more durable, identity-driven trends. While microtrends continue to exist, they’re no longer igniting the same mass hype or rapid, short-term buying frenzies.
Main TrendA shift away from fickle, month-long “microtrends” toward more enduring or broadly appealing themes — often tied to personal style or cultural moments that transcend a single season.
Trend Name & DescriptionName: Slowing Microtrend CycleDescription: TikTok-fuelled flash trends are losing steam as shoppers question disposable aesthetics and instead search for timeless items, multi-season styling, and authenticity.
Consumer MotivationMany Gen-Z consumers grew weary of chasing fleeting trends and accruing credit card debt in the process. Increased consciousness around sustainability and personal identity has prompted them to invest in items with more staying power.
What Is Driving the Trend• Economic Realities: Record-high credit card debt and a shift away from impulsive pandemic-era spending• Cultural Fatigue: Overexposure to “core” aesthetics on TikTok has prompted backlash and an underconsumption movement• Platform Uncertainty: The potential TikTok ban in the US reduces the platform’s capacity to mint instant trends
Motivation Beyond the Trend• Desire for Authentic Identity: Consumers want to define their own style rather than hop from aesthetic to aesthetic• Less Consumer Waste: Observing how short-lived “cores” can lead to overconsumption, many are opting out• Community Building: Microtrends remain a vehicle to spark conversation, but the emphasis is shifting toward sustainability and genuine cultural resonance
Target Audience / People the Article Refers ToPrimarily Gen-Z and younger millennials who embraced microtrends on TikTok. Brands and retailers who jumped on the microtrend bandwagon are also re-evaluating how to engage young shoppers in a more stable, sustainable way.
Consumers’ Product or Service & AgeProducts include fashion-forward items once marketed under “cores” (like fur coats for mob wives, pastel linens for coastal grandmother). Typical shoppers range from late teens to 30s, especially those active on social media who follow trendcasters or influencers.
ConclusionsThough microtrends are not entirely gone, their decline indicates a recalibration of consumer attitudes. Shoppers are focusing on core wardrobe pieces that last and on cultural moments that feel genuinely relevant rather than fleeting. Retailers must balance agility with caution, ensuring they can tap into meaningful trends without overcommitting to aesthetics that won’t last.
Implications for Brands• Align with sturdier, identity-driven trends instead of hopping on every “core” movement.• Offer humor, community-building, and boldness in marketing — but ensure these efforts are relevant beyond a single trend’s lifespan.• Refine messaging to resonate across multiple platforms, as TikTok’s future remains uncertain.
Implications for Society• Potential reduction in fast-fashion waste as consumers demand more thoughtful purchases.• Shifts in how youth express identity, with longer-lasting “themes” taking precedence over quick-hitting microtrends.• Growing emphasis on authenticity and genuine cultural relevance in fashion discourse.
Implications for Consumers• Greater emphasis on building stable, personal aesthetics.• More deliberate spending patterns, reducing the need to chase every new “core.”• Community formation around deeper values rather than short-lived trends.
Implications for the Future• Continual experimentation on other platforms (Instagram, YouTube) if TikTok’s presence wanes.• Emergence of long-form storytelling and more evergreen marketing strategies.• New microtrends will still spark occasionally, but expect them to be fewer, more nuanced, and tied to larger cultural shifts.
Big Consumer TrendName: Identity-Centric StyleDetailed Description: Shoppers prioritize finding signature looks and timeless themes rather than rotating through short-lived aesthetics, giving rise to more personal, sustained fashion expressions.
Consumer Sub TrendName: UnderconsumptioncoreDetailed Description: Reflects a movement toward minimalism and curbing impulse buying, replacing the feverish churn of disposable “cores.”
Big Social TrendName: Authentic Expression Over Aesthetic LabelingDetailed Description: Consumers move beyond reductive “-core” labels, focusing on genuine, multi-season style exploration that transcends one-off TikTok hypes.
Local TrendName: Evergreen Community BuildingDetailed Description: Smaller, regional or niche groups investing in real-life gatherings and swap events, reinforcing sustainability and collaboration over trend-chasing.
Worldwide Social TrendName: Global Slowdown in Fast Fashion AdoptionDetailed Description: As microtrend fatigue grows, the global retail sector sees a pivot toward slower cycles, better-quality garments, and cross-seasonal staples.
Social DriveName: Post-Pandemic Reality CheckDetailed Description: Financial constraints and environmental awareness lead to reduced enthusiasm for throwaway fashion, replacing it with more mindful buying habits.
Learnings for Companies to Use in 2025• Build brand credibility through quality and thoughtful design.• Develop storytelling that resonates longer than a TikTok “viral moment.”• Maintain flexibility: be ready to pivot quickly if truly cultural-defining trends emerge, but don’t overinvest in fleeting fads.
Strategy Recommendations for Companies to Follow in 2025• Invest in “evergreen” marketing approaches that highlight product longevity.• Collaborate with creators who exhibit depth and consistency rather than chasing quick viral stunts.• Emphasize cultural relevance, inclusivity, and sustainability in messaging.
Final Sentence (Key Concept) Describing Main TrendThe microtrend frenzy on social media is waning, prompting fashion brands to refocus on timeless, identity-driven style and more genuine cultural engagement.
What Brands & Companies Should Do in 2025 to Benefit from the Trend & HowTo succeed, companies should prioritize authenticity, quality, and long-term storytelling, partnering with influencers and media outlets that align with these enduring values. By staying adaptable yet mindful of consumer fatigue, brands can still connect with younger audiences looking for deeper, more sustainable expressions of style.
Final Note (Referring to Core Trends)By implementing these strategies, brands can successfully take advantage of Identity-Centric Style. They can market to consumers who are looking for authentic self-expression and are interested in evergreen, personal aesthetics. They can be a part of Authentic Expression Over Aesthetic Labeling by aligning offerings, messaging, and values with the core drivers behind evolving consumer behavior.
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