Hey fashion, it’s time for a new look!
Not too long ago it felt as though ‘cores’ and micro-trends had the fashion industry in a chokehold. As the TikTok algorithm churned out a steady stream of aesthetic codes to live and dress by, fashion businesses clamoured to keep up. We made ‘Barbiecore’ edits on the fly, slapped bows everywhere à la Sandy Liang (a patron saint of girlhood-inspired fashion), and saw minimalism rebranded as ‘quiet luxury’. The churn has notably slowed in recent months, and yet just when we thought we’d seen the last of ‘core’ mania, an unlikely player has joined the chat: enter #underconsumptioncore.
Published: 8th August 2024
Words: Lydia Oyeniran
“...we can’t help but hope that this particular ‘trend’ is here to stay.”
Unlike #balletcore, #mobwife and #officesiren that precede it, this trend isn’t actually a trend at all. Fuelled by a desire to show off worn in trainers owned for 5+ years, drugstore makeup and skincare empties and thrifted finds from Facebook marketplace; underconsumption core is actually just…normal consumption?
Bombarded with an onslaught of ads you can’t skip, sponsored influencer content and viral ‘must-have’ products, it’s easy to see why underconsumption feels revolutionary (at least for the chronically online). As with any cultural movement, the pendulum must eventually swing the other way, yet we can’t help but hope that this particular ‘trend’ is here to stay.
How to embrace #underconsumption core as a fashion brand
For fashion businesses that exist to (let’s be honest) sell more stuff (though we’re trying to change that); an underconsumption trend that encourages your customers to spend less and keep their items for longer might incite a little concern. Yet as the industry grapples with shifting from linear to circular business models, having consumers on board with this may be the extra push we need to keep going.
Want to know what your fashion brand can do to capitalise on the #underconsumptioncore trend for the long haul? These ideas below can help you get started:
Promote your circularity initiatives
With brands like Adidas + The Seam, John Lewis x Timpson and M&S x SOJO announcing the launch of repair service partnerships within the last two months, there has never been a better time to develop your brand’s circular initiatives. Second-life services, including take-back schemes and repairs, which promote the extension of garment life, present opportunities that are both environmentally friendly and commercially lucrative.
In addition, policies such as Extended Producer Responsibility (EPR) (which hold brands accountable for the entire product lifecycle), will soon make these initiatives an essential requirement for fashion brands. By incentivising consumer participation in tandem with the implementation of digital product passports (to store care advice, repair history, and more), brands can offer additional value, unlock customer loyalty, and create additional revenue streams which don’t require selling new products.
Showcase the longevity of your products
Throwaway fashion is out, outfit repeating is in. Showcase the longevity of your most loved hero products with campaigns that demonstrate durability and versatility in comparison to cheaply-made alternatives or dupes. Think: Burger King’s ‘Moldy Whopper’ campaign, visually demonstrating their use of real and natural ingredients in comparison to their competitors. By demonstrating superior quality after multiple wears and washes, you can educate customers on why your products are worth the extra investment - buying less but better.
Our Impact calculator allows you to instantly compare the environmental footprint of similar products, helping consumers make informed decisions to shop sustainably (LAUNCHING SOON).
Celebrate customer stories
Many observers of underconsumption-core regard the trend as an evolution of 2023’s de-influencing trend which emerged on TikTok, lifting the veil on influencer-hyped products to reveal poor quality, ineffective results and everyday alternatives that essentially achieve the same goal. This indicates a growing shift towards influencer fatigue, providing an opportunity to switch up your brand’s promotional strategy. Instead of pushing hype items, brands should seek out customer stories that champion their most beloved and well worn pieces. As fashion consumers begin to embrace personal style over following trends, your brand can create loyalty by becoming part of your customer’s most memorable moments.
“Kick the bloody doors in, destroy, redesign, create something new”
Want to nail 'underconsumptioncore’ and become a truly circular fashion brand? Try CircKit today!
