The Impact of Social Media on Fashion Trends and Trend Forecasting

• Calista Hill, Psychology, University of Delaware

• Jaehee Jung, Fashion and Social Psychology, University of Delaware

Fashion trends and trend forecasting have evolved significantly with the rise of social media and innovative technologies. Trend cycles have drastically shortened, leading to more frequent appearances of different styles from different decades and making trends much harder to predict. This study looks at the evolution of trend cycles and trend forecasting concepts and how these dynamics have changed in the era of social media. Through a survey-based study, two hypotheses were tested: 1) Increased social media presence has increased the rate of the trend cycle; 2) Social media advertising and influencer marketing are the primary sources of fashion inspiration today. The survey was completed by a total of 139 respondents age 17 to 72. The results supported both hypotheses. New trends are observed multiple times a month, and influencers on platforms like Instagram and TikTok play a pivotal role in shaping fashion choices. Furthermore, age and gender correlations were analyzed, identifying differences in platform usage and sources of fashion inspiration among different age and gender groups. These insights offer effective marketing strategies for fashion brands with a target audience. Understanding these changes in fashion and consumer behavior can help fashion businesses effectively predict and advertise trends.