With the COVID-19 pandemic finally starting to come to an end, we can analyze different shifts we have seen throughout the pandemic. As consumers, we have seen a major increase in the online fashion industry. Whether this be e-commerce sales, to the number of fashion influencers, or even just fashion trend accounts on social media, the way consumer trends evolve is becoming more and more of what we see online. 

Social Media’s Influence on Fashion

A major consumer trend we are seeing right now within the fashion industry is the use of the social media platforms and its influence on consumers’ purchasing power. Platforms such as TikTok have played a huge role in what is being considered trendy for the fashion industry, thus increasing the use of social media to purchase clothing. With over 100 million users of TikTok in the US alone, the platform has become a major hub for fashion in many aspects. Even well-known luxury brands have been utilizing TikTok to reach consumer audiences. For example, brands such as Prada, Louis Vuitton, and Saint Laurent, used TikTok to livestream their fashion runway shows, which attracted over 3 million views back in September! 

Color in Fashion

Another major consumer trend currently in the industry is color in fashion, specifically neons and pastels for the summer season. Pastels have been featured in multiple spring 2021 fashion shows, including Jacquemus, Alessandra Rich, ACNE Studios, and many more. It is safe to say that the reason behind the use of these colors goes far beyond the fashion industry. Considering how disheartening the COVID-19 pandemic has been, the fashion industry and entire world is craving hope for this time to finally be the end of the pandemic. By using colors that are bright and happy in fashion, it is a way for people to express themselves and how they feel after coming out of such dark times. Colors this summer have been dominating the industry, and we can expect to see them continue to do so as the world begins returning to normalcy!