Clutter Problem
Last week I read 'The Tipping Point' by Malcolm Gladwell, the book has many critics yet I found it interesting and full of anecdotes for everyday life. The book explores the phenomenon of trends; what causes them to begin and which factors are catalysts in their growth? Gladwell explains how what counts as an 'epidemic' or 'trend' can vary from a sudden outbreak of a sexual disease to a rising popularity in a once unfashionable jacket. He argues that individuals play an essential role in the creation of trends, if a new idea gets into the hands of the right kind of person then it won't be long before others catch on. There are certain types of people who have the persuasive skills and social reach to kickstart a trend, possibly the modern day influencers, as these people have connections in all kinds of places.“The tipping point is that magic moment when an idea, trend, or social behaviour crosses a threshold, tips, and spreads like wildfire”
Consider the Hush Puppie shoe in 1993, the company was close to discontinuing the once loved style of footwear as sales were plummeting. Then a group of young people in downtown Manhattan began wearing the shoes purely because nobody else was, within the next 2 years the company sold over one million pairs. This friend group infected others simply because they themselves were stylish and so the shoe played a role in shaping their image.
Gladwell also asks why some ideas/trends stick while so many others don't? This is all due to the 'Stickiness Factor' of the idea, this will be the defining factor in whether a product or concept goes global or ends up discarded.
This is practically the entire job role of a person working in the advertising industry, how do they make whatever they are selling 'sticky'?
The Tipping Point features a marketing term coined the clutter problem.
Clutter is the enemy of stickiness, and in 2024 we are all so accustomed to constant ad bombardment that it is hard for any to be memorable. The adverts that stick are normally offensive or shocking, featuring nudity or a celebrity that doesn’t often endorse a brand.
The data shows that we might be subconsciously exposed to up to 10,000 ads a day, if anything it would be a bit worrying if you could remember each one!
The word ‘clutter’ has predominantly negative connotations, like when you open a cupboard and everything comes tumbling out or what your bedroom floor looks like after 3 nights out in a row. Clutter is also negative within advertising, for there are too many ads and customer memorability is reducing in effect.
This book got me thinking about how micro-trends are the current greatest form of online clutter, each time I open my phone I notice a new micro-trend worming its way through the woodwork. Last week it was leopard print and apparently it is now suede, at least this is what I'm hearing…
Some recent microtrends include:
coloured tights
micro shorts
gingham/ frilly scrunchies
ballet flats
bows
puffy mini skirts (atrocious, sorry)
Don’t get me wrong, some of these items look great!! (puffy skirt not included in this statement). Yet the micro-trend cycle stops for no man and next month we will be seeing some completely new items. It is also likely that the month of coloured tights will be long forgotten because none of these trends are sticky enough. Sticky enough to cling on for a brief moment, only to slip down the mirror and end up a crumpled heap on the floor.
The micro-trends are the Post-It note of the fashion world.
The coloured tights will be rediscovered in 5 years and you will think what on earth?????
It's reached that strange period of time where the trends go out of the window and what's cool is wearing a white t-shirt and the perfect pair of jeans. This phenomenon circles back every 5 years or so, think Jane Birkin. This has been a re-emerging theme throughout the years, when it all gets a bit much it’s sometimes simpler to scrap it all and start with a blank canvas.
Individualism is the new micro-trend that appears to be sticking. Just wear what you like, what you feel comfortable in and don’t stop to question whether its "in".
“Shit, I saw some girl online say that underwear is out, got to go commando for the rest of my life now…”
All of us have a friend that comes to mind when we think of who embodies ‘cool’. For me, these are the people that turn up to the pub wearing whatever they want and they just look so much like themselves, they have a personal style and they don’t alter it to suit other people. I’m always envious and impressed by these people and think wow, you are so cool. Often, I also think if I wore that I would be arrested :)
I have been trying to be a bit more like this recently and just wear what I want, even if the old lady on the street is side-eyeing me thinking my outfit is strange. I’ve promised myself that when I’m an old lady I wont be so judgemental….
The coolest people don’t follow the micro-trends, mainly because they can’t be bothered, yet it is true and has always been true that looking like yourself is the trend that never goes out:).
