Trend Report AW 21/22

Trend Report Women’s Activewear Wholesale Strategy

AW 21/22

Contents Page Introduction Pages 01-02

Key Trend Driver Pages 03-04

e

Fp Movement Pages 05-14

Wholesale Strategy Pages 15-24

Conclusion Pages 25-26

INTRODUCTION : THE SOURCE

Dana Trippe.

1

In

ntroduction INTRODUCTION : THE SOURCE

Hello, we are a trend agency known as The Source and trend prediction is our forte...

Here at The Source, we specialise in collecting, categorising and analysing trends of the past and present across all sectors of the creative industry before translating it to focus on the future of fashion and retail.

We research and source the most up to date trends, shifts and developments before you hear it anywhere else, to give your consumer what they are after, before they even know it.

This report aims to contextualise future trends in two areas, the first being women’s activewear and the second being wholesale strategy. Taking inspiration from designer runways, streetstyle, product design and many other innovations, our trends are defined and explored in an easy to understand manner. The goal is to inform and inspire brands on how they can utilise these upcoming trends to their utmost advantage by advising on where to go next.

We are The Source of all your information and The Source of your inspiration but most importantly we are The Source of your next big trend.

2

Key Trend Driver TREND DRIVER : SOLO

Relax by Juan Cioffi.

3

TREND DRIVER : SOLO

Visual Escapism by Mue Studio

The global pandemic caused by the Corona virus hit the UK in late 2020 causing damage and distress across all industries from retail to travel, ultimately impacting most hours of our daily routine since. Since the 16th March 2020, our lives were turned upside down as we were limited in various degrees on who we could spend time with, leaving many without loved ones bringing a sense of dread and loneliness.

Although hard hitting on some, his is the new reality that some of the population have grown to love. From living alone, to exercising alone, we have spent the past year learning to love and appreciate our own company, creating a growth in self independence.

Looking ahead, when lockdown finally lifts the thought of socialising and coming within two metres of strangers fills many with anxiety and worry. This dread is translating across all areas of life with many wishing to adopt the life of independence way after the restrictions are lifted.

4

Fp Movem

A Reimagined Reality.

“It offers the opportunity to play the role of Dr. Frankenstien.”

Otherworldly by Gestalten.

ment

Dingyun Zhang.

6

FP MOVEMENT : A REIMAGINED REALITY

StyleCaster.

Seung Jin Yang.

7

Ot

therworldly FP MOVEMENT : A REIMAGINED REALITY

Moncler x Craig Green.

Rick Owens.

Disproportionate // Unbound // Surreal // Transformative // Mutant // Anthropomorphic // Metamorphic // Fictitious // Playful // Futuristic// Dreamlike // Bold // Unexpected.

With the lockdown looming over the nation, sportswear took a swift turn from function to relaxation, as common items became the stay at home uniform.

However, with the need for speed being cancelled out, tight streamline athleisurewear is no longer a priority, as brands begin to experiment with pushing the boundaries of proportions exploring the realms of what sportswear could look like. Across all areas from fashion to architecture and design, items are taking on life forms of their own offering people a fictitious playground in which they can escape their responsibilities.

By disregarding preconceptions and expectations, brands can create something unexpected, ultimately challenging consumers to change their way of thinking and be bolder in what they wear.

8

FP MOVEMENT : A REIMAGINED REALITY

Moncler x Craig Green.

Tarantino Red

San Kim.

Cadmium Yellow

FP MOVEMENT : A REIMAGINED REALITY

Vibrate.

Pumpkin Spice

Craig Green.

Calypso Blue

Key Takeaways FP MOVEMENT : A REIMAGINED REALITY

Moncler.

11

FP MOVEMENT : A REIMAGINED REALITY

Beate Karlsson.

− With a new found independence coming to light during the pandemic, consumers are looking to be more experimental with their sense of style and identity. Our thinking should be changed from how should something look?

To how could something look? This switch in behaviour will allow for more experimental collections that break all of the boundaries. − The lockdown caused by the pandemic has also switched the function of athleisurewear from sport to slouch, with a rise in searches of the word oversized.

With the shift in priority comes a shift in design, as sportswear becomes less about functionality there is more room for fun to play around with structure and shape.

12

References and Resour FP MOVEMENT : A REIMAGINED REALITY

Clickable links.

13

FP MOVEMENT : A REIMAGINED REALITY

rces

14

Wholesale S

wholesale Fashion meets function. header page main title hero image name the trend lexicon quote??

“Is it time to make AR and VR a part of your reality?”

Lexology (2021)

Strategy

Van Gogh Immersive Experience.

16

WHOLESALE STRATERGY : FASHION MEETS FUNCTION

IKEA.

Gucci.

17

Immersive WHOLESALE STRATERGY : FASHION MEETS FUNCTION

Hanifa.

Nike.

Phygital // Liberation // Augmented Reality // Virtual // Independence // Self-Reliant // Accessibility // Inclusive // Support // Digital // Technology // Innovation // Modern.

With the rise of solo travel and living, freedom and independence emerges also. We are living in a transformative era where brands are lucky enough to have access to developed technology which can assist us with this new found self reliance.

However, people with disabilities may need that further bit of technology to aid them so that their independence and ability to fit in is not altered. Artificial intelligence has had a massive advancement and is transforming the lives of consumers who need more inclusivity across apps, architecture and fashion. This transformation needs to be explored more deeply in the world of retail, to enable people with disabilities the enjoyment of an seamless shopping experience.

By utilising artificial intelligence with technologies such as virtual avatars and shopping carts, brands can introduce a whole new demographic the ability to shop in store.

18

WHOLESALE STRATEGY : FASHION MEETS FUNCTION

Peloton.

Space Grey

Zara.

Serene Silver

WHOLESALE STRATEGY : FASHION MEETS FUNCTION

Microsoft vs Sony.

Virtual Violet

Hanifa.

Clarity

Key Takeaways WHOLESALE STRATEGY : FASHION MEETS FUNCTION

Wanna Kicks.

21

WHOLESALE STRATEGY : FASHION MEETS FUNCTION

Lil Miquela for Calvin Klein.

− The nationwide lockdown saw the closing of once loved highstreets, which allowed the online market to boom. Immerging from the pandemic, more needs to be done in order to entice consumers back to brick and mortar. Digital technology can be used to enhance physical stores creating an immersive phygital experience. − The new found independence caused by the global Covid-19 pandemic has increased the gap between people with disabilities and those without. To bridge the gap between this inequality, technology such as augmented reality and virtual reality can be used, allowing for inclusivity of all.

22

References and Resour WHOLESALE STRATEGY : FASHION MEETS FUNCTION

Clickable links.

23

WHOLESALE STRATEGY : FASHION MEETS FUNCTION

rces

24

CONCLUSION : THE SOURCE

Heaven on Earth by Louis Vuitton.

25

Conclusion CONCLUSION : THE SOURCE

“Embracing the future trends driven by the independence Covid-19 has created.”

The global Covid-19 pandemic has caused the growth of independence, after forcing people to be alone. Free People should seek to follow this social macro trend by making it the driver behind their FP Movement and Wholesale Strategy.

The growth in independence has given consumers a new sense of identity and style. The need to fit in to a set of rules or preconceptions has been eradicated, with the search for oversized clothing increasing. FP Movement can embrace this trend by creating activewear collections that don’t follow the usual tight streamline fit. Instead, focus on structure and shapes that show something different and aren’t bound to rules.

Independence proves harder for those with disabilities who need extra accessibility and assistance. Across technology, fashion and architecture, there has been a rise in products that help people access their independence which needs to be implemented in retail design too. Free People can reflect this throughout their instore and online merchandising, by combining technology with brick and mortar to create an immersive phygital experience.

In conclusion, Free People can open their brand to a whole new demographic of people by embracing the future trends driven by the independence Covid-19 has provided.

26

The Source Abbie Beakey Emily Baxter Bekah Bernard Zahra Naji