Fast-moving fashion micro-trends on social media can drive impulsive spending. A novel aesthetic or "-core" circulates on social media every few weeks, prompting consumers to buy in. 'The perfect profitability storm'Fast fashion, social media, and retailers like Shein have together created "the perfect profitability storm for the businesses and influencers using them," said Anthony Miyazaki, a marketing professor at Florida International University. Along with social media algorithms, micro-trends are being fueled by the cycle of doom spending: buying unnecessary stuff to feel better. "While it's easy to get caught up in what others are doing, it's important to remember that not everything is as it seems on social media," she said.

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Persons: —, it's, Anthony Miyazaki, Miyazaki, Instagram, Tubefilter, Shein, Elysia Berman, Berman, TransUnion, Dan Pallesen, Pallesen, Bill Ryze, Ryze, Julie Guntrip, influencers, Guntrip, Baeckström Organizations: Service, King's Business School, Florida International University, Federal Reserve, Jenius Bank Locations: London