Trend vs Tradition: the Silent Battle Reaching its Peak Across Seaport

Tucked against the historical cobblestone streets of Seaport, the East River breeze is home to a tight-knit strip of bakeries, boutiques and bars. Small businesses are face-to-face with the historic center bloom with the introduction of summer, and the congestion of social commerce. Millions of people flood Seaport each year, perpetuated by social media influence and the quaint coastal feel of the intertwined district.

With such a rich history, is it vital to find the balance between trends and traditions as a thriving business on the waterfront?

Crowd culture seems to be an integral part of how independent chains appeal to new customers; social media affects how people buy, sell, and consume. Seaport's small business market has experienced a drastic shift in both sales outlook and customer bias due to the exponential rise in social media and the 'trend-following' mentality. These trends have taken over business markets and traditions, ultimately shifting the shopping experience.

Just this year, Jean-Georges Vongerichten's nearly $200 million vision for New York's Seaport was shut down on Feb. 23 as a result of a failed attempt at the ambitious scope that defined its opening ceremony and the excessive utilization of money into a project that did not cater towards customer demands. With such high expectations, what will its replacement be?

A "balloon museum", as announced earlier this year on The Seaport's official website.

The new and unconventional prospect has already gathered huge traction through its marketing on social media — exhibitions in Rome, Lisbon, Buenos Aires and São Paulo go hand-in-hand with the Instagram economy that Seaport is now beginning to serve.

John Lovkas, the owner of NYC Bagel & Coffee House, has been at the epicentre of a growing food establishment for over 14 years.

Every aspect of the business has upheld the same traditions for the past decade; bagels are still "rolled, water boiled, and baked on premises," Lovkas said. This method is more time-consuming and expensive, yet customers still seem to value the authenticity and dedication put into the experience. With six locations across New York City, Lovkas continuously proves his adoration for his company's tradition and values. His authentic style acts as a trend itself in Seaport as his customer base prioritizes the less mainstream tendencies that grabs people's attention instantly on social media.

Advertising online and through social media seems to be the most important factor in maintaining a healthy business, but Lovkas takes on a different approach. "Our customers do it [advertise] for us. We don't have anybody to do it. Our kids do it sometimes, but our customer sends it to us, and we post it," Lovkas said.

As a business that prioritizes tradition, the consistent rise in trends does not affect how Lovkas sells his product or how he aims to respect his customers, but social media and regional advertisement does.

That is not to say existing businesses are not actively trying to work with the change in customer base, however; multiple spots across Seaport have moved to an approach heavily dominated by social media outreach and collaboration in order to bring their products to a wider base.

When asked if her business would survive without social media, Jalene Gregg, manager at Funny Face Bakery, said "No. You need to reach a much broader audience, and social media does that."

Funny Face Bakery, known for their intricately designed and trendy cookies, has garnered a much larger audience in the past several years after reality television personality Kris Jenner visited their store. The small cookie shop decided to fully lean into their new found online fame. Customers provide advertisement in utilizing social media by posting online, targeting celebrities and inventing new trends — one viral post or visit seemed to spark an extreme increase in demand for a product. Independent chains like Funny Face Bakery are now finding their increase in sales and popularity through crowd culture and internet fame.

"We reach out to influencers to come in and try products to get their honest opinions," said Gregg, "you know in this day and age, if something trends on TikTok it's what allows us to skyrocket." At the time of reporting, her claims seemed to be validated. Foot traffic within the shop was striking compared to the quiet atmosphere outside, and a queue waited patiently to order both samples and gifts for family and friends.

The company has started to mold their product around the latest trend or interesting event, whether that be inside or outside of the baking world. For example, the bakery's Knicks cookies were a hot item over the last few weeks due to the collective craze around the team's recent championship win. It's clear that these businesses thrive off the brief, ever-changing attention span of a new form of consumerism, and utilize social media as a tool to navigate the complexities of the online and retail world.

Corbin Ortiz, employee at Snow Milk, a popular grunge streetwear store, shared a similar sentiment to Gregg when it came to the importance of social media and advertising. Snow Milk has made its impact in both online and in celebrity spaces over the past six years, becoming known for their unique handmade style. Celebrities like Snoop Dogg, Rosie O'Donnell and Whoopie Goldberg can be seen advertising the popular independent brand through social media and daily life.

"I say it [social media] is extremely important," Ortiz said, "people come in and say 'I saw that on Instagram I wanna pick that up.'" For businesses like Snow Milk, their audience is a part of their tradition. Who, when, where and what can set a foundational basis for what a brand stands for and how people across all social media landscapes prioritize that brands' messaging.

As trends and traditions independently rely on each other, the relationship a business has with a customer is crucial for success and longevity regardless of the media presence. With immense brand and consumer congestion, audiences struggle to find authenticity in businesses, whether they're small or national.

Insight of recent developments throughout Seaport, media supply and demand is shifting constantly. It is up to the independent businesses supporting the growth of the waterfront to set the standards for what it means to set trends and to honor traditions.

"Social media is constantly changing things, it creates and destroys trends," Lovkas said, "it all comes down to tradition."