12 Fashion Industry Trends to Watch in 2024

If you feel like the world is spinning faster than ever, the fashion industry spins even quicker. These days, surrounded by commercial forces like design, marketing, and retail, it’s a whirlwind of change driven by customer preferences. In fact, one person can create and influence trends within a single day.

Today, let’s dive into 12 Fashion Industry Trends that defined 2024. We won’t just discuss high-end couture like the recent Haute Couture from Pierre Cardin or celebrity red carpet looks. Instead, we’ll explore practical and adaptable trends for anyone in the industry. So, buckle up, and let’s explore the fascinating world of fashion trends!

#1 Elevate Style With Brand Marketing

Fashion has long been a medium that signifies both the wearer’s individuality and societal status. This was evident even in 1830s romanticism, where characters from different social standings wore distinct types of dresses.

In today’s commercial landscape, branding plays a crucial role in fashion. People are emotionally connected to the brands they love and wear, particularly in the luxury lifestyle sector. Many brands create a sense of exclusivity or prestige associated with their products. In fact, 71% of fashion executives plan to increase their brand marketing budgets in 2024.

Celine has proven to be a master at branding by effectively catering to the preferences of its upcoming target demographic — Gen Z. By selecting Lalisa (Lisa from BLACKPINK) as a global brand ambassador who is known for her strong character and distinct personality, Celine has crafted a brand persona that resonates with audiences worldwide in earlier years. This strategy not only captured attention but has also led to a sustained increase in sales over the years.

To delve deeper into the effectiveness of such strategies and understand the nuances of engaging with this dynamic generation, read more about our blog “Top 100 Gen Z marketing Stats“.

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#2 Athleisure Takes Over

Athleisure has emerged as the latest trend in fashion, blurring the boundaries between activewear and everyday attire. 

With the rise of active lifestyles, particularly among Gen Zers and Millennials, people are incorporating self-care activities into their daily routines and seamlessly integrating activewear into their everyday wardrobes for both style and functionality. It’s become commonplace to see individuals leaving the gym and heading straight to casual meetings or winding down the day at a trendy cocktail bar, all while sporting chic sweatpants and stylish sports bras.

Adidas stands out as a prime example of a brand that’s always on-trend. Renowned for its fusion of streetwear and athletic design, Adidas consistently releases apparel collections that make a statement not just in the gym, but in any social setting. 

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#3 Fashion Meets Flavor

The merging of food and fashion has become a hot trend lately, as culinary visionaries team up with fashion brands. This trend taps into the “business of emotion,” where brands use feelings to create memorable experiences for important customers and stay relevant in the ever-changing world.

Take, for example, Balenciaga’s collaboration with Erewhon, the upscale supermarket known as the world’s priciest grocery store. At a recent LA show, Balenciaga offered guests healthy, organic refreshments from Erewhon. They also launched a line of merchandise together, featuring clothing and accessories that are priced extravagantly.

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These partnerships spark innovation and deliver fresh and engaging content. In the food and fashion world, this collaboration is especially potent, as it meets people’s cravings for connection, creative expression, and personalized experiences.

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#4 Sustainability Comes Into Fashion

The fashion industry is notorious for being one of the top contributors to environmental pollution worldwide. Clothing production consumes vast amounts of resources and often results in significant waste generation. 

Additionally, consumer habits, particularly in the era of fast fashion, contribute to environmental degradation by promoting excessive and unnecessary clothing consumption. This has led to a surge in the Sustainable Fashion trend, aiming to address these issues.

In Thailand, there’s a significant development reshaping the fashion scene. Enter ‘Pipatchara,’ a new luxury fashion brand making waves on catwalks in both local and global fashion hubs such as Paris, New York, Dubai, and most recently, London. 

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The brand is renowned for its commitment to sustainability, particularly through its “Infinitude” line of products. This line showcases innovative upcycling techniques, transforming orphaned plastic into unique geometrically-tabbed garments and accessories.

#5 Embracing Diversity With Inclusive Marketing Campaigns

Do you remember those glossy magazine covers and fashion advertisements featuring impeccably flawless models with perfect physiques, luminous skin, and sharply defined features that seemed unattainable and left you questioning your self-worth?

Well, in 2024, there’s been a notable shift towards inclusivity. A significant 64% of consumers now take action after encountering advertisements they perceive as diverse or inclusive. Some influencers have even initiated an “Instagram versus Reality” challenge, showcasing the stark contrast between idealized and authentic images.

Inclusive marketing campaigns celebrate diversity and representation, recognizing the multifaceted identities and experiences of contemporary society. This movement is compelling the fashion industry to prioritize inclusivity in both design and messaging.

Consider Victoria’s Secret, once synonymous with its exclusive “Victoria’s Secret Fashion Show” featuring supermodels with ultra-thin figures. The brand faced criticism for its lack of inclusivity. However, it has since transformed. Today, it’s producing lingerie that celebrates the desires of every woman and embraces what feels genuine and attainable.

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#6 Product Accessorizing

Continuing with the spirit of inclusivity, people are increasingly enjoying expressing their individuality. As a result, consumers now seek features or add-ons that allow them to personalize and create unique items that reflect their personality through what they wear.

Accessorizing is emerging as a key trend that enables individuals to showcase their style. But we’re not just talking about traditional accessories like necklaces or bracelets; we’re referring to items that add an extra touch to apparel or fashion products, making them feel brand new and distinct.

Take Crocs, for instance. The brand has resurfaced as a trendsetter by offering customers the ability to decorate their shoes with a wide array of charming accessories. This feature makes users feel like they have new pairs of shoes every time they switch out the decorations.

Looking ahead, it’s clear that by 2025, there will be an even greater demand for versatile and innovative fashion products. We are waiting to anticipate your latest product and its exciting new features, set to revolutionize the fashion world!

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#7 Membership Programs That Work

Another aspect of the fashion industry is ‘Membership Programs.’ These programs amplify the demand for ‘exclusivity,’ which seemingly contrasts with the trend of ‘inclusivity’ in the above trend. 

In the fashion landscape, membership programs offer exclusive perks, rewards, and experiences to loyal customers, encouraging repeat purchases and brand advocacy. Membership programs foster members’ sense of belonging and appreciation, cultivating long-term relationships and driving customer loyalty.

Today, these programs are increasing across many renowned fashion brands. Take Coco Chanel, for instance. The brand has led the way in self-branding through selective distribution, offering certain products exclusively to members in the program so-called ‘My Atelier’. This exclusivity makes members feel special wearing limited pieces, fueling demand and desirability among those aspiring to join this exclusive circle.

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#8 Tailored Touch With Personalized Shopping Experiences

‘Personalization’ has become a powerhouse term in business strategy lately, and it’s no different in the fashion industry. Beyond just customized apparel trends or embroidered pieces, personalized shopping experiences are reshaping customer journeys, forming the cornerstone of a robust customer base in today’s landscape.

In fashion, personalized shopping isn’t just about tailored clothes; it’s about crafting unique journeys for each shopper. Digital channels have been buzzing with approaches like customized messages and product selections, driven by insights from customers’ shopping behavior and purchase history. ASOS, a prominent fast-fashion retailer, stands out here. They employ machine learning algorithms to offer personalized product recommendations based on individual browsing and purchase history.

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• Top 100 Personalization Marketing Statistics

#9 Omni-Channel POS Integration

Time flies, and we now live in an era where businesses relying on just either online or offline touchpoints face challenges in surviving. Both of them must coexist and be interconnected. 

An omnichannel POS integrates various sales and communication channels to create a cohesive and holistic customer experience throughout their purchasing journey. Reports show that a robust omnichannel strategy can achieve up to an 89% retention rate, underscoring its importance.

Many renowned fashion retailers in Asia like UNIQLO, Pomelo, and FootLocker have embraced this approach. Understanding the importance of physical interaction with fashion products, such as touching fabrics or trying items before purchase, these retailers offer features accessible through their mobile apps or websites. Customers can then receive these services at physical stores, where their information is transferred to the POS system in real time.

#10 Encourage Viral Vibes With The Power of Short-form Video Content

Let’s dive into the world of content creation. With the rise of TikTok, Reels, and YouTube Shorts, there’s a growing demand for branded content that grabs attention within just 3 seconds. Short-form videos have an even shorter retention rate of only 2 seconds, making it crucial to capture viewers’ interest instantly.

Good news: social media platforms have adapted to these preferences, tweaking algorithms to push short-form video content to broader audiences, not just brand followers. Achieving virality has become the ultimate goal, with many fashion brands racking up millions of views on their videos.

These short-form videos often showcase product demos, behind-the-scenes footage, user-generated content, or storytelling vignettes. Zara serves as an excellent example of this trend in action.

@zara

#SELECTEDby Mak Mill #zaraman

♬ original sound – ZARA

#11 Social Commerce: A Retail Revolution

While social commerce has been around for some time, many brands have yet to fully embrace it. This is your chance to make social media your new main revenue stream.

Social commerce leverages social media platforms to facilitate online shopping and drive sales directly within the social media environment. It takes advantage of social media’s growing influence on consumer purchasing decisions and features like shoppable posts, live shopping, and influencer partnerships.

So, while you’re creating content to boost brand or product awareness, consider incorporating features such as a call-to-action button, an online shop link, or a product catalog. These small but vital details can help customers make purchasing decisions more quickly.

Take a leaf out of ‘Sweaty Betty’ an activewear brand. By taking its sales game in the Instagram shop, the brand successfully uplifted its sales with an increase of 90% adds-to-cart action when running its usual Instagram video ads plus Reels ads. 

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#12 Fashionable Convenience of Buy Now Pay Later (BNPL)

There’s no better way to conclude our exploration of fashion industry trends than by highlighting ‘Buy Now Pay Later’ (BNPL) – the payment option that’s becoming indispensable for consumers.

BNPL, as the name suggests, allows consumers to purchase items now and pay for them later. This payment method has surged in popularity during and after the COVID-19 era, as consumers sought ways to ease financial pressures while still indulging in their desires. Notably, the fashion and apparel sector commands the largest share of the BNPL market, accounting for 43% of global revenue.

This approach is highly recommended for fashion or apparel brands targeting younger generations or middle-income consumers. It’s most commonly offered through e-commerce platforms today. However, the BNPL model comes with its challenges. Users of BNPL services tend to be younger, have lower education levels, carry more debt, exhibit lower credit scores, and face higher financial vulnerability.

By understanding both the advantages and potential pitfalls of BNPL, fashion brands can better navigate this trend and tailor their strategies accordingly.

Stay Updated On the Fashion Industry 

In conclusion, the fashion industry trends of 2024 are centered on societal values and innovations, emphasizing the importance of adopting fresh approaches to product design and crafting exceptional shopping experiences.

Whether it’s a new design trend or updates from competitors in your local or global market, don’t hesitate to explore every development within the fashion landscape. Our Mandala Cosmos, a powerful social listening tool, is at your disposal to navigate this journey. Start your trial today by clicking the link below!