trend booklet AW15
CONTENTS
NEUTRALITY 5-6 7-8 9-10 11-12 13-14
sufficient freedom 15-16 17-18 19-20 21-22 23-24
Infinity
25-26 27-28
29-30 31-32 33-34
executive summary Neutrality Key words – Negative space, transparent, neutral, forming, bonding Sufficient Freedom Key words– Hatching, layering, contrast, lines, organic
introduction The purpose of this trend booklet is to inform and provide an in depth overview into the trends predicted for AW15 for MAC Cosmetics.
Infinity Key words – Continuous, never ending, endless, layering
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research methodology and sources
objectives : To observe and understand the development stages of a predicted trend. : To highlight and establish key future trends. : To identify relevant trend colour palettes. : To propose the appropriate intended consumer.
In establishing the initial trends it was important to develop knowledge and awareness of current political, social, economical and environmental issues. This then assisted in creating an active research collection using newspapers, journals and websites making sure that there was a clear working methodology; including development and analysis which then produced a trend cartogram. From the trend cartogram extra research was then conducted to develop the trend further using an extensive range of sources, using websites such as: WGSN.com, Pinterest.com and Trendhunter.com and craft, architectural and product development journals such as: Crafts, Viewpoint, Mix and Icon. Using all of the research collected ideas and influences were drawn, which resulted in the creation of primary photography using products that relate to the future of the chosen trend.
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NEUTRALITY
TREND OVERVIEW Neutrality affects everything in day to day life. There is less focus on feminism and masculism seperately, it is more about gender equality. Both genders will fight for each others corners instead of just their own and will unite to be one.
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NEUTRALITY
TREND DRIVERS Neutrality is linked to Feminist public figures such as Emma Watson, Chanel and Malala Yousafzai, However more and more masculinists are now appearing and counteracting the Feminist argument. They believe that as well as equality for females, there should be less pressure on males.
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NEUTRALITY
TREND CONSEQUENCES Masculinism becomes more overpowering which leads to men becoming more comfortable sharing clothes with females. There is now a decrease in social pressure to look and act in a stereotypical male manner and there is a rapid increase in gender neutral brands. The line between male and female cliched lifestyles and products have now merged to become one.
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NEUTRALITY
TREND FUTURES Males are now becoming more comfortable and accepting of all aspects of female lifestyle and products, including cosmetics. With the gap between genders diminishing and becoming less noticeable. There will be an inflation in gender neutral clothing brands. As well as this, workplaces will be affected where equality will exist.
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VISUAL CONSUMER PORTRAIT Intelligent with strong views in current political and social issues. They don’t like to follow the crowd and are willing to try new things and styles. They don’t mind standing out or emphasising their opinions whether it is to be a bit different from the majority. They are independent and care-free and look for comfort as well as trend.
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WHAT IT MEANS TO YOUR BRAND For MAC cosmetics the trend Neutrality means broadening their audience, as the consumer is opinionated and self-righteous they still maintain an open mind to new products. They begin requesting and then purchasing gender neutral products and find that the most popular colours will be skin tones which then progress into blue hues.
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sufficient freedom
trend overview Consumers become more aware and meticulous with finances, leading to a rise in the creation and production of sustainable and eco products. Instead of creating from new, consumers develop from the old allowing them the freedom to layer and combine ideas together.
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sufficient freedom
trend drivers Decline in primary and secondary industries leads to a social and economic recession, mostly affecting retailers, public sectors and the food industry.
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sufficient freedom
trend consequences Dealing with the decline positively, consumers begin learning and developing new skills and start to make their own clothing and grow their own produce to maintain sufficient lifestyles.
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sufficient freedom
trend futures More materials and technology will be developed to layer and adapt this trend, as consumers enjoy turning old things into new instead of there being a few trends available there will be a vast amount to choose from on the market.
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sufficient freedom
what it means to mac
visual consumer portrait Open minded, positive and motivated, they are willing to participate in new experiences to develop and improve their own well being and those around them. They don’t have much spare income however will invest in products for their high quality and sustainable materials. In their spare time they enjoy the outdoors and socializing with friends.
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For MAC cosmetics the trend Sufficient Freedom will help in targeting a new conscious consumer, one who is open to new products whilst still being trend aware in terms of colour, texture and style. Products will become more sustainable and consumers will combine their older products with new for a whole new look.
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Infinity
Trend Overview неограниченность/бесконечность/вечность
Meaning different concepts of infinity in the Russian language represents endless, continuous and connected throughout. This has been developed from 3D and 4D printing technology and the ability to create indestructible products.
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Infinity
Trend Drivers
The desire for consumers to save financially and economically means there is a requirement and demand for technology on the market.
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Infinity
Trend Consequences 3D printing becomes a part of everyday life, displays in stores become non-existent, and consumers are able to pick and choose the style, shape and colour of their ideal product.
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Infinity
Trend Futures
Manufacturing and development will be so advanced that companies will be able to provide a constant and endless supply, this will affect everything from clothing and products to food and makeup.
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Visual Consumer Portrait
What it means to MAC
For MAC Cosmetics the trend Infinity means a consumer who expects and is provided with a continuous line of products, the trend will help in targeting new consumers who are excited for future merchandise.
Innovative, creative and adventurous they have a clear view of the future and a certainty of what they want from their products. Good quality is appreciated no matter the cost and they spend their time exploring future idea’s and ongoing developments in technology.
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references
Infinity
NEUTRALITY trend image http://ffffound.com/image/c21bd795b9b918f1825ce4b84545cc752fef3b8e
texturised images
texturised images http://www.stylebistro.com/runway/New+York+Fashion+Week+Spring+2014/Chado+Ralph+Rucci/Details/ FgguHnfCdLn https://www.etsy.com/listing/80256988/latexlight-blue-04mm-sheet-by-the-metre https://www.pinterest.com/ pin/290341507202002561/ http://www.shopdailychic.com/blogs/news http://maritsa.co/2014/02/11/vspspring/ http://geced.blogspot.co.uk/2013/09/tayt-kazak-kombinleri.html
http://gardenpicture.tumblr.com/ post/47519047011/t-r-a-n-q-u-i-l-i-t-y
http://sincerelyjules.com/2014/09/rockin-gray. html http://dailydoseofstuf.tumblr.com/ post/52612685633 http://www.fotoblur.com/images/590268
sufficient freedom trend image http://www.lifeonsundays.com/post/28475503320
visual consumer picture
http://texturemattic.deviantart.com/art/Crapcrete-53208027 5 http://www.archdaily.com/406513/saunalahti-school-verstas-architects/ 11 (Andreas Meichsner) http://weissesrauschen.tumblr.com/post/40758766313 1 https://www.pinterest.com/pin/370280400584728849/ 3 http://www.globalhealingcenter.com/natural-health/concerned-about-aluminum-dangers/ 4 http://thesuperserious.com/post/8035135105 (Jason Martin) 10 https://www.flickr.com/photos/auntiep/230151731/in/pool-43017369@ N00/ (Auntie P) 8 https://www.flickr.com/photos/odalaigh/418806862/ (Charles Dawley) 9 http://www.naturescapes.net/articles/techniques/finding-character-throughyour-macro-lens/ (Mike Moats) 7 http://birdcagewalk.tumblr.com/post/60883001175 (kenkofoto) 6 http://www.yatzer.com/Concrete-Genesis-Ivanka (Balazs Mate) 2
trend & visual consumer picture http://dailyscene.com/how-one-artist-creates-haunting-drawings-using-onlyhis-eyes/ (Graham Fink Fink) (use for consumer page and last two pages of actual trend images)
(Anna Palma) http://www.fashiongonerogue.com/behati-prinsloo-fronts-free-peoplejune-e-catalog/
texturised images White – (Michael) http://mkukla.com/sculpture/sculpture_n4.html Light Green - http://astoko.deviantart.com/art/Photosynthese-427904164 Dark Green - http://artpropelled.tumblr.com/post/102271875593 Light Brown - https://www.flickr.com/photos/omnia/247972244/in/set72057594048055375 Dark Brown – (Kati Curtis) http://katicurtisdesign.com/?s=aga Black - https://www.flickr.com/photos/rommiro/
Cover Artist
Christophe Piallat http://www.christophepiallat.com/
contributors
photography by - laura patrick created by - eilidh grant abigail doughty ana zuravliova TID1111