Whether you’re into astrology or not, you can’t ignore that astrology-themed apparel has become a major trend in recent years. Although we’re not necessarily suggesting that you release a line of celestial designs, it’s important to understand why movements like this exist so you can forecast future trends.

Astrology is a complex and ancient practice, but the main idea behind it is that the positioning of celestial bodies influences our personalities at the time of our birth. As a result, people are often interested in learning more about their zodiac sign and its associated traits.

According to a YouGov poll conducted in April 2022, one in four Americans surveyed said they believe in astrology. This data indicates that astrology has become a part of contemporary culture, and the trend is not slowing down anytime soon. Today, you see constellation prints, zodiac sign t-shirts, and even horoscope-inspired jewelry online, in-store, and on the streets.

So, what launched this trend out of this world? Let’s examine the most prominent reasons and takeaways from each one.

Marketing to a Niche Interest

As mentioned previously, this fashion trend is heavily driven by the content surrounding astrology. Companies realize that a large and passionate audience is deeply interested in their zodiac signs and horoscope predictions. To tap into this market, companies have released apparel designs featuring constellations and other astrological symbols which appeal directly to these consumers.

When selling apparel to a niche market, there is less competition. Fewer companies offer the same exact products. This allows you to stand out and better serve your audience. Catering to the specific needs of a niche market helps build strong customer relationships and brand loyalty. When you understand and meet the requirements of your target market, they are more likely to stay loyal to your brand.

It’s also worth noting that focusing on a narrow market allows for better utilization of marketing resources, enabling faster product development and the creation of a devoted customer base.

Many zodiac-themed garments are all identical except for the symbols and colors, which simplifies product creation.

The Mass Appeal of Individuality

At its core, astrological-themed apparel is about expressing one’s individualism. People want to stand out and be unique. Especially in American culture, individuality is highly valued and admired. Millennial and Gen-Z consumers in the U.S. are drawn to expressing their individual spirit.

Every zodiac sign is associated with different personality traits and characteristics. Astrology-themed apparel allows people to express these traits. The idea of creating your own identity has been popularized by social media. Platforms like Instagram and TikTok have made it easier for people to express themselves and be creative.

By wearing something that reflects their individuality, people can communicate who they are without saying a word.


Many independent merchants on Etsy and Amazon sell zodiac-themed apparel.

Gift-Giving and Memories

Astrology-themed apparel has become a popular choice for gift-giving, and it’s easy to see why. When the holidays roll around, you can find countless Amazon merchants, Etsy sellers, and independent boutiques offering astrology-themed apparel and accessories.

When you give someone astrology-themed apparel, you’re offering them something that holds personal meaning and significance. By tailoring the gift to the recipient’s zodiac sign or astrological interests, you demonstrate thoughtfulness and consideration.

Astrology-themed apparel as a gift also provides an opportunity for the recipient to explore their astrological interests further. It may spark curiosity and encourage them to delve deeper into the world of astrology, leading to self-discovery and personal growth.

the pulp girls

the pulp girls

The Pulp Girls is an Instagram page that often features zodiac art. The artists behind the page sell the prints on t-shirts and other apparel.

Social Media Influence

In today’s digital age, social media platforms have become powerful vehicles for trends and cultural phenomena. Astrology, with its intriguing and mystical appeal, has found a thriving space on social media, captivating the attention of millions.

Astrology influencers and content creators share daily horoscopes, zodiac memes, and in-depth astrological analyses, creating a community of enthusiasts. As a result, people are increasingly drawn to astrology and eager to incorporate it into their lives.

Social media provides a platform for individuals to share their astrology-themed outfits, creating a cycle of inspiration and influence. Seeing others incorporate astrology into their fashion choices can motivate others to do the same. This digital exchange of ideas and visuals fuels the growing interest in astrology-themed apparel and solidifies its popularity.

The visual nature of social media content has contributed to the rise of astrology-themed apparel as a fashionable and expressive choice. It’s an exciting symbiotic relationship between social media influence and the fascination with astrology that continues to shape our cultural landscape.

What We Can Learn

As an apparel entrepreneur, it’s important to be mindful of the trends that shape our culture and drive consumer demand. Here are some key takeaways from today’s analysis of astrology apparel:

Related Niche Markets Hold Untapped Opportunities

Even when a niche market becomes saturated, you can identify neighboring markets and capitalize on their unexplored opportunities.

Here’s a hypothetical scenario: You already have a successful astrology apparel line. To expand your customer base, you could offer accessories and apparel inspired by other related markets, such as yoga and meditation. By doing so, you create additional avenues for customers to express themselves and find meaning in the things they wear.

Pay Attention to Cultural and Generational Shifts

The emphasis on individualism among Millennials and Gen-Z is an indicator that astrology apparel will perform well within those markets. As an apparel entrepreneur, you can take notice of these shifts to predict the types of apparel these audiences will gravitate toward. Then, you can create products that appeal to their values.

Analyze Gift-Giving Patterns, Especially Around Key Holidays

By examining gifting trends, consumer behavior, and preferences for personalized items, entrepreneurs can anticipate similar trends in the market and develop apparel that holds personal meaning for recipients.

Market research and surveys can provide valuable insights into consumer sentiments and gift-giving patterns. Here are a few resources we find helpful:

Keep an Eye on Social Media

Monitoring the activities of style influencers and content creators can provide insights into emerging designs and styles that resonate with the target audience. By identifying trends, you can make sure your apparel is up-to-date and reflects the latest styles.

By taking these insights to heart, you can better position your apparel business for success and provide products that speak to the hearts of consumers.

Will you join in on the latest trend, or will you even start your own? The possibilities are endless.

Bring Your Dream Garment to Life with Scrappy Apparel

Have you identified a trend that’s ripe for the taking? We want to help your brand tap into it. At Scrappy Apparel, we offer:

You can count on us to be your trusted manufacturing and fulfillment partner for years to come. We’re passionate about helping brands like yours succeed.

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