TREND REPORT
SPR_G/SUM_R18
EARTHL ING
earthling trend report s/s18
Abigail Jones
C_T EN TS _1
1- MACRO LIFESTYLE TREND- ‘EARTHLING’ 1.1 INTRODUCTION TO TREND 1.2 EARTHLING CONSUMER 1.3EARTHLING ENCOUNTER
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2-PATAGONIA 2.1 BREIF HISTORY 2.2 CORE VALUES 2.3 BRAND POSITIONING&REACH
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3- NEW TREND CONCEPT
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4- PATAGONIAS CURRENT COLOUR PALLET
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5- COLOUR/MOOD S/S18
6- ‘PAUSE’ COLOUR/MOOD 6.1‘PAUSE’ FABRIC/MATERIAL SELECTION 6.2 SILHOUETTES 7-‘TROPICARGENTINA’ COLOUR/MOOD 7.1’TROPICARGENTINA’ FABRIC/MATERIAL SELECTION 7.2 SILHOUETTES 8-‘FORGOTTEN YOUTH’ COLOUR/MOOD 8.1’FORGOTTEN YOUTH’ FABRIC/MATERIAL SELECTION 8.2 SILHOUETTES 9- RECOMMENDATIONS
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During Phase 1 a new macro lifestyle trend ‘Earthling’ was identified from the recent feeling of uncertainty left after the result of the Uk referendum results in June 2016. The vote divided the nation as ‘The UK voted to leave the EU by 52% to 48%.’ (BBC,2016) With statists showing that younger voters were much likely to vote remain and older voters would much rather leave (BBC, 2016) Whilst the implications of BREXIT are unspecified, repercussions of this, changes in society and the economic boom and bust has resulted in many millennials becoming far more aware of their consumer behavior, choosing to engage in experiences, become more self-sufficient and preserve the planet.
Int_duction A global Nielsen online study ‘found that millennials continue to be most willing to pay extra for sustainable offerings—almost three-out-of-four respondents in the latest findings, up from approximately half in 2014.’ (Nielsen, 2015) A study by Kokku Randheer ‘Utilitarian and Hedonic Values Affect Brand Switching: Consumer Satisfaction as Moderator’ highlights this further as they found that savings, convenience and multiple benefits are a good combination of utilitarian values consumers seek in brands (Randheer, 2015) The objective of this assignment is to develop the lifestyle trend, ‘earthling’ further in order to understand the impacts on the development of fashion products, experiences and communications. Using the research carried out in semester 1 as the foundation, an indepth trend forecast for a fashion retailer for the S/S 18 season will be created.
THE EARTHLING CON_MER
The ‘earthling’ trend is mainly aimed at millennials who embrace change and quickly adapt to the formation of a new trend without a sense of uncertainty (rogers, 1995) through the divide created as a result of the implications regarding Brexit ‘earthling’ consumers will be affected by future trends meaning they would be the target consumer group for this trend. A report conducted by inkling and Censuswide in 2016 stated that a quarter of the UKs population is made up of millennials aged between 16 and 34. This statistic is set to grow by 2019 to 17 million. The growth of a forward thinking generation is important to understand when marketing to this consumer. The study also stated that the highest issue of concern wasThe NHS, with three quarters ranking it on top. Affordable housing came in next (62%) followed by the environment and global warming (38%). (inkling, 2016) Therefore many ‘earthling’ consumers are moving out of the city and into rural areas to live a more self-sustaining life growing their own food and looking for enriching experiences to fulfil their existence. This will affect their buying choices as many target consumers for the trend will only buy essential items and will be concerned with the brands transparency as a label is no longer enough for brands to produce sales. (Kline, 2016) In a society defined by social media and technology during the study only 19.4% of the surveyed uk millennials wanted their generation to be remembered for social networking. It is important to note that this statistic also saw a gender split as 14% of females want their generation to be remembered by their social media comparing to 30.2% of males. This suggests that many millennials will engage in outdoor activities and look for new ways to “switch off ” from their digital identities.
GENDER: Female AGE: 24 JOB: HR Assistant LOCATION: Surrey (offers rural surroundings but also a manageable commute to the city for work and social occasions)
HABITS: Purchase essentials, wears items for multiple purposes, occasional impulse purchases EMOTIONAL MOTIVATIONS: environmentally friendly, follow rules of conduct and regulations TIME: Spent outdoors, adventuring new places SOCIAL MEDIA: Facebook and Instagram TECHNOLOGY: Purchases using mobile, tablets and laptops, open to trying new things
BEHAVIOUR: Forward thinking LIFESTYLE: Busy INTERESTS: Art, music, politics and fashion THINKING: Urban minded, is aware of surroundings and preserving it ENJOYS: Travelling, group activities such as hiking and walking, socialising with friends.
Ear_hling Encounter
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Our mi s si o n statement i s to make the best prod“ ucts but do it with no unnecessary harm and use business to implement solutions to the environmental crisis �
r i c k r i d g e way
who are th_y?
Patagonia advocates against the “wear and dispose� mentality so often found in consumerism. The company started off small, making tools for climbers and has since grew. Whilst the company still makes clothes for climbing it also caters for other sports such as Skiing, snowboarding, surfing, fly fishing, paddling and trail running (Patagonia, 2017) Patagonia participates in many grass root environmental groups as it understands how the by-products of running a business can be harmful for the environment and wishes to preserve the beauty of the planet. (Patagonia, 2017)
c o _ e va l _ e s
A study by MSLGROUP and Research Now found that “nearly 70% of millennials want businesses to make it easier for consumers to do their part in addressing issues such as health, the economy, and environmental sustainability.” (Cited by Spivey, 2015) therefore Patagonia uses cause marketing to make it easier for consumers to give back. The core value of the company is to make products that are of good quality, with little impact to the environment. Patagonia is changing adapting its business model to include second hand clothing sales at its “Portland, Oregon store, garment recycling, and a 45-employee product repair facility in Reno, Nevada” (Spivey, 2015) products are made to last and since their products are relatively high priced they launched the “common threads initiative” in 2011 which encouraged the repair, resale and recycling of garments via eBay. (Guardian, 2012) see journal for brand onion and positioning.
Bra_d positi_ng and re_ch Patagonia Is a very individual brand and it can be argued that is stands alone in terms of market positioning as its core values of being sustainable differs from other outdoor brands such as north face and Berghaus who concentrate on the aesthetic aspect of their clothing. Patagonia’s “anti-growth strategy” appealing to consumers to buy less differentiates the brand from its competitors and this anti consumerism attitude hasn’t dampened the company’s sales or global reach. The companies’ attitude “reduce, repair, reuse, and recycle” (Spivey, 2015) has “increased sales by almost one-third, to $543 million. The following year, the company’s revenue increased another 6% to $575 million.” (Spivey, 2015) increasing the brands positioning in the marketplace as it challenges its competitors with its honest and core values.
This idea of “anti-consumerism” is highlighted through the companies “don’t buy this jacket” (cave, 2016) marketing campaign which encouraged consumers to think more carefully before they purchase items something that ‘earthling’ consumers would relate to as they are aware of their consumer choices and would purchase from Patagonia over other outdoor brands.
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New Trend Concept s/s18
The concept of the new trend ‘earthling’ will see a new utilitarian direction emerge which is driven by the lifestyle choices made by millennials who are followers of this trend. Clothes will be purchased based on their purpose rather than their aesthetic appeal. Many millennials will buy outdoor clothing in order to cater for their experience driven lifestyles and will wear the items more than once as their disposable income will be spent on other things. Whilst the consumer is more aware of what they are purchasing Patagonia would be a brand they would invest their money on because of its environmental efforts and transparency.
According to Chouinard “I believe in ‘appropriate technology.’ We want to make something that replaces an old, efficient product.” (Patagonia, 2016) Patagonia states on its website its next steps include ‘continuing the search for more environmentally friendly fabrics.’ Therefore for S/S18 new technologies and fabrics will be explored as performance wear will be of an exemplary standard, whilst still using fabrics that are successful amongst its own loyal customers. This will enable the brand to carry on its environmental efforts with no implications of its past efforts.
Taking into consideration Patagonia’s loyal customer, the colours and silhouettes for the trend will be able to coexist besides the brands current products. It is important that the millennial consumer is considered and a new direction for the brand could be useful in their growth, tapping into new markets. Whilst the brand main products are for outdoor activities and the company sells a large range of men’s, women’s and children’s clothing for the purpose of this trend package a forecast for S/S 18 womenswear will be looked at more closely.
_4 patagonias cu_rent col_ur pa_let womens_wear
In order to successfully produce a colour story that the Patagonia consumer would buy it’s important to analyse the current colours used and possible ways it can be changed and improved. Color hex provides a colour pallet for the brand which includes burgundy, navy, grey , orange and nude. However from looking on Patagonia’s website they also have different variations of these muted colours opting for bright and vibrant palettes named Galah green, Craft Pink, Birch white, purple, black, carve coral, big sur blue and marble like pattern named ‘riverside: big sure blue’ (Patagonia, 2017) Although Patagonia do use bright colours the items they sell will be stocked in a variation of the above colours which, after time will lack creativity and consumers may find monotonous so for SS18 a varied colour pallet will be introduced that will allow the brand to try different colours whilst still staying close to the already successful colour variations they have in place.
_5 Mood/Colour For the ‘Earthling’ S/S 18 trend there will be 3 colour stories with different moods behind each idea and development in order for the trend to sit beside Patagonia’s existing range allowing the brand to extend its customer demographic without scaring off its loyal consumer. The first colour story is called ‘Pause’, the second is called ‘TropicArgentina’ and the third colour story will be called ‘Forgotten youth’.
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' Pa u s e sT_ S/
'colour _ ry S18
For the first colour story of SS18 will be called ‘Pause’ and will be a spring transitional drop that will be released after winter. The mood behind the colour theme will explore the relationship between the industrial and the natural (WGSN, 2017) the colour will introduce earthly reds, greys and military greens that will appeal to the Patagonia customer whilst still taking into account the ‘Earthling’ trend. The earthly reds will be perfect for the ‘Earthling’ theme as they will signify a modernity and femininity the millennial consumer portrays whilst Patagonia branding will incorporate the red from rust and rock. Military greens will stand well against Patagonia’s current colour pallet whilst a new evolution of the colour the brand hasn’t used before will be strong and beautiful. The greys and more muted colours will be perfect to modernise the brands sportswear range available for women which by doing so the brand can strengthen their appeal to millennials
'PAUSE' MA_ERIL/ FABR_C For the materials and fabrics used for this colour story it is important to consider Patagonia’s environmental brand direction. Fabrics such as organic cotton will be used and for the greys and military greens, the dye used will be derived from bio waste rather than petroleum using EARTHCOLORS by ARCHROMA (Patagonia, 2017) something the brand already uses. However, as the company specialises in active wear designed for high performance activities it’s important for Patagonia to seek new and innovative waves of technology that are wind proof, waterproof and highly breathable. One fabric the brand could currently adopt is Bio-mimetic fabric called Stomatex. The material replicates the way that leaves of plants transpire (Stomatex, 2017) it is a high performance fabric that is weatherproof and highly breathable meaning that it is light on the skin. The material is also environmentally friendly as the material uses technology that removes moisture which allows the fabric not to wear out over time. Fabric trims could be variated with metallic threads using 100% recycled cotton to create a modern and new sense look for the brand.
NOVOTEX
ORGANIC COTTON
ORGANIC C
COTTON
LINEA ROSS
ARVEND MILLS
STOMATEX
silh_uettes for ' pa u s e ' The silhouettes for ‘Pause’ will be largely simplistic which are similar to those that Patagonia already sells. The industrial juxtaposed with natural mood for the colour story means that some products will feature colour block elements and will take inspiration from architectural developments. The silhouettes for the outer-wear women’s jackets will be inspired by Jebel Al Jais Mountain resort (Oma, 2017) which is a mountain resort that will be built amongst the mountain landscape offering tourists a chance to be amongst the rugged surroundings. This project was a perfect source of inspiration for the ‘Earthling’ trend as the resort is to be built in the United Arab Emirates it rejects the countries idea of luxurious resorts suggesting how many millenials will seek more natural landscape escapes rather than beach holidays in the future (Meibhold, 2009) Inspired by this, many of the silhouettes will encorporate large pocket designs giving the classic and plain Patagonia style, a futuristic twist.
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'TROPICARGENTINA' c o l o u r s T _ ry S/S18
The second colour story will be named ‘TropicArgentina’ the name was inspired by Patagonia itself at Patagonia is a region on the tip of South America which is shared by Argentina and Chile and the Andes Mountains. The Argentine side of Patagonia features deserts and large grasslands whilst the Chilean side of Patagonia features ‘glacial fjords’ (Wikipedia, 2017) and tropical rainforests. Therefore the mood behind this colour story will be the celebration of summer taking inspiration from the Patagonia rainforests whilst celebrating the Patagonia brand and its rock climbing origins meaning the tropical colour theme will be muted to find a common ground suitable for the brand and its loyal consumers.
The ‘Earthling’ trend is targeted at millennial consumers so therefore the colour story will be a high summer drop allowing the brand to experiment with print and expand their colour pallet. Orange will be a key colour in this story as the brand has already used this hue before so therefore they know that consumers will buy this colour. However, for SS18 and the ‘Earthling’ trend more yellow citrus orientated colours will be used to represent the Argentinian deserts. Black and navy are also 2 important colours used in this story as they are already used by Patagonia they provide a sense of Juxtapositon amongst the other bright colours for this trend. Pink and blue will also be used as the ‘Earthling’ consumer will purchase from Patagonia to wear items that fit their purpose but they must also be aesthetically pleasing so therefore using pinks and blues it brings a feminine aspect to the range appealing to the new demographic of the consumer. (WGSN, 2017)
'tropicargentina' MA_ERIL/ FABR_C Taking inspiration from tropical plants Patagonia would incorporate these patterns on some of their product range as they do use print on some of their products such as a Marble effect in blue and pink and also a tropical print in ‘Kelp Garden’ (Patagonia, 2017) Therefore in order to market to the ‘Earthling’ consumer the tropically print can be changed to make it fresh and modern, appealing to millennials and followers of the trend. In terms of innovative fibres one that could be used for this trend is ‘Chitopoly’ which is made from plant pulp and is soft and non-toxic. The fabric retains heat and absorbs moisture (Booth, 2002). The fabric would be perfect for the brand to use as it produces no toxic waste and is made purely from the kneading of plant pulp. The material was used to make pants and was sold in selected stores which was extremely successful (Booth, 2002) Therefore by using this fabric it would be new for customers and also the brand giving it a commercial edge over its competitors. The ‘Earthling’ consumer would also use this fabric as it is perfect for those with sensitive skin and won’t irritate you- this would be perfect for millennials choosing to purchase from Patagonia for clothes that fit many purposes. Viscose, silk and polyester yarns would be used for women’s sportswear to create an almost fish like skin which would add texture to the gym and active wear. The black colour scheme identified would be perfect in allowing the use of ‘Aqua-therm’ for women’s coats which is a fabric that absorbs heat from the sun and minimalizes the effects of wind chill. (ChillCheater, 2017) This would appeal to Patagonia consumers who engage in mountaineering exercises and ‘Earthling’ consumers who would engage in trips and live in the rural parts of the cities.
novel dying
aquatherm
chitopoly
filati
polyester fibres
silh_uettes for 'tropicargentina' The silhouettes for this theme would be lose fitting, creating a bridge between loungewear and casual wear which the ‘Earthling’ consumer would engage in. pants and t-shirts would be flowing to create breeze and allow the consumer to feel comfortable in the high summer heat. (WGSN, 2017) This idea of using botanical prints alongside block colours such as black or white is inspired by artist Slava Fokk who uses exotic backgrounds to create stylish and sophisticated portraits (SlavaFlokk.com, 2017) Another silhouette for this theme would be the detailing of pleats and ribs to create an almost plant like movement which is modern and stylish. This could be incorporated on the active-wear clothing for womenswear which will help Patagonia to expand its range.
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'fo rg ott en yo ut h' c o l o u r s T _ ry S/S18
The mood behind the final colour story is ‘Your only as young as you feel’. It will be a summer transitional drop so colours suitable to carry consumers through autumn is crucial. The inspiration behind this came from the research conducted into the Patagonia brand and the fact that its consumer’s age varies between 25-40 (Cubeyou, 2017) this highlights how age is becoming more fluid and many people look for new ways to stay younger, longer (WGSN, 2017) this is why the ‘Earthling’ trend accumulated and its consumers seek for new experiences to engage in and experience the world before it’s too late. Therefore it was important to incorporate the mix of consumers that Patagonia attracts. The colour theme will use pastel colours combined with greys and whites.
This will allow Patagonia to offer more of a range to its consumers and allow those who aren’t as adventurous with their colour choices a chance to be fashionable and feel youthful. Purple is a colour that Patagonia has already identified itself as using so for the ‘Earthling’ trend a Lilac would complement this nicely as well as using pastel blue, green and yellow which would tie the two previous colour stories together making the range stand together with continuity.
“We are living longer. In 2016, the global average life expectancy is 71 years, and more noticeably, the number of people aged over 100 has more than doubled every decade since the 1950s.”
'forgotten youth' MA_ERIL/ FABR_C In terms of material and fabric for this colour story will use simple lines and trimmings using 100% organic cotton and fibres which keeps to Patagonia’s brand ethos (WGSN,2017) Overall the fabrics will follow the same as those used previously by the brand because the mood for the colour is the celebration of the Patagonia consumer. However, one fabric that could be considered is the GEOfabric for land protection. The fabric is made from polypropylene staple fibers which can be used for coastal defences and are very durable. (Geofabrics.com,2017) This high puncture resistance fabric would be perfect to be used in the trousers and coats for women who buy Patagonia to climb mountains, ski, and snowboard and would benefit from this high durability fabric. Another material used could be Pinori, a recycle yarn used for knitting which could be used for turtle neck jumpers.
organic
geo fabric
cotton
tasmin reed
pinori
silh_uettes for 'fo rg ott en yo u t h' The silhouettes for forgotten youth will be the same as those Patagonia always use. The colour drop will come towards the end of the season therefor consumers of the brand, including millennials will be purchasing their autumn and winter essentials. However, one of the key elements to this trend would be clean lines so therefore the padding on the coats would be enlarged on some items in order to appeal to the millennial ‘earthling’ follower who would be purchasing their winter coat for other purposes besides mountaineering.
shown s a n o i i t n c e l l p for the co sea s
u
this is the line
range l_ne up
g to tran n i r s o n al r p s l a sitio o der from transition n al
summer.Showing the e h t r e g o t e g an line up of r th e
succes s sit wel m e t i fully e h l to shows how t gether
“I don’t care who is saying it, just make it snappy and fun”
_9 In terms of retailing for S/S18 the brand should take into consideration the millennial ‘Earthling’ consumer. However, that does not mean lowering their price because many millennials would purchase regardless if they thought that the products where of good quality. According to a study by Inkling 55.2% of the millennials they surveyed ranked the most authentic aspect of a brand would be their high quality (Inkling, 2016) suggesting that the brand should not lower their price if it means their reputation is jeopardised. In terms of marketing to the millennial audience the study shown that 60% of UK Millennials engage with content online meaning that the brand could utilise their social media platforms as long as the message they are trying to portray is clear and their advertisements are concise. 72% of UK millennials turn to family and friends for recommendations on what to buy and wear. Patagonia could use this to their advantage as they appeal to a wide demographic of consumer. Therefore, one experiential aspect they could offer during S/S18 is the chance for customers to share their experiences and have a chance of being featured on the website. This could be called “My Patagonia experience” allowing people to share their experiences and interact with other consumers online.
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[image] Available at: https://uk.pinterest.com/pin/399764904400039176/ figure 14. (2017). [image] Available at: https://images5.alphacoders.com/549/thumb-1920-549143.jpg figure 15. (2017). [image] Available at: http://razgallery.com/wp-content/gallery/the-mountain/IMG_4205.jpg figure 16. (2017). [image] Available at: https://uk.pinterest.com/pin/23010648068981769/ figure 17. (2017). [image] Available at: https://uk.pinterest.com/pin/88312842671194865/ figure 18,19,20,21,22,23. (2017). [image] Available at: https://www.google.co.uk/search?q=mountain+climbing+photography&rlz=1C1VFKB_ enGB628GB628&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjIhbv3j97TAhWrAsAKHdrmDX8Q_AUICigB&biw=1366&bih=613#tbs=islt:xga,isz:l&tbm=isch&q=patagonia+brand+positioning&imgrc=OS9wM554RnCQFM: figure 24,25. (2017). [image] Available at: https://www.google.co.uk/search?q=mountain+climbing+photography&rlz=1C1VFKB_enGB628GB628&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjIhbv3j97TAhWrAsAKHdrmDX8Q_AUICigB&biw=1366&bih=613#tbs=islt:xga,isz:l&tbm=isch&q=patagonia+brand+positioning&imgrc=kG_BBha0Pzx54M: figure 26 (2017). [image] Available at: https://www.google.co.uk/search?q=mountain+climbing+photography&rlz=1C1VFKB_enGB628GB628&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjIhbv3j97TAhWrAsAKHdrmDX8Q_AUICigB&biw=1366&bih=613#tbs=islt:xga,isz:l&tbm=isch&q=patagonia+brand+positioning&imgrc=5BcBOgLp5EkCjM: figure 27. (2017). [image] Available at: https://uk.pinterest.com/pin/313140980321834456/ figure 27-37 (2017). [image] Available at: https://0-www.wgsn.com.wam.leeds.ac.uk/content/board_viewer/#/66476/page/4 figure 37-38 (2017). [image] Available at: https://0-www.wgsn.com.wam.leeds.ac.uk/content/board_viewer/?lang=en#/undefined/page/1 figure 39,40,41,42,43,44 (2017). [image] Available at: www.wgsn.com.wam.leeds.ac.uk/search/search.php#%7B%22start%22%3A%200%2C%20 %22limit%22%3A%2050%2C%20%22initial%22%3A%20true%2C%20%22logSearch%22%3A%20true%2C%20%22f_limit%22%3A%20 5%2C%20%22q%22%3A%20%22%22%2C%20%22facets%5B%5D%22%3A%20%5B%22classif_name%7C42383%22%5D%7D figure 45(2017). [image] Available at: https://www.google.co.uk/search?q=stomatex&rlz=1C1VFKB_enGB628GB628&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj_j-W2ud7TAhUkJMAKHdm6AUcQ_AUIBigB&biw=1366&bih=613#imgrc=yQoySOhLALQSvM: figure 46(2017). [image] Available at: http://ajournal.co/wp-content/uploads/2016/01/Tre-Elmaz-for-Hunger-Magazine-.jpg figure 47,48,49,50(2017). [image] Available at: https://0-www.wgsn.com.wam.leeds.ac.uk/search/search.php#%7B%22start%22%3A%200%2C%20 %22limit%22%3A%2050%2C%20%22initial%22%3A%20true%2C%20%22logSearch%22%3A%20true%2C%20%22f_limit%22%3A%20 5%2C%20%22q%22%3A%20%22flats%20library%22%2C%20%22facets%5B%5D%22%3A%20%5B%22category%7C18815%22%2C%20%22market%7C49153%22%2C%20%22keywords%7C589%22%5D%7D figure 50-57(2017). [image] Available at: https://0-www.wgsn.com.wam.leeds.ac.uk/content/board_viewer/#/66471/page/1 figure 57-65(2017). [image] Available at: https://0-www.wgsn.com.wam.leeds.ac.uk/search/search.php#%7B%22start%22%3A%200%2C%20 %22limit%22%3A%2050%2C%20%22initial%22%3A%20true%2C%20%22logSearch%22%3A%20true%2C%20%22f_limit%22%3A%20 5%2C%20%22image_ids%22%3A%20%2225023347%2C24879011%2C3452407%2C3454237%2C8248026%2C3454229%2C3454027%2C656424 1%2C3454296%2C5999906%2C3452460%2C3453683%2C3453549%2C3453081%2C3453972%2C3453247%2C8235695%2C3454251%2C823566 9%22%2C%20%22page_id%22%3A%20863068%2C%20%22special%22%3A%20%22Women’s%20Colour%20S%2FS%2018%3A%20Psychotropical%20%3A%203.%20Colour%22%2C%20%22facets%5B%5D%22%3A%20%5B%5D%7D figure 65-70(2017). [image] Available at: www.wgsn.com.wam.leeds.ac.uk/search/search.php#%7B%22start%22%3A%200%2C%20%22limit%22%3A%2050%2C%20%22initial%22%3A%20true%2C%20%22logSearch%22%3A%20true%2C%20%22f_limit%22%3A%205%2C%20 %22q%22%3A%20%22%22%2C%20%22facets%5B%5D%22%3A%20%5B%22classif_name%7C42383%22%5D%7D figure 71(2017). [image] Available at: http://www.slavafokk.com/ figure 72-762017). [image] Available at: https://0-www.wgsn.com.wam.leeds.ac.uk/search/search.php#%7B%22start%22%3A%200%2C%20 %22limit%22%3A%2050%2C%20%22initial%22%3A%20true%2C%20%22logSearch%22%3A%20true%2C%20%22f_limit%22%3A%20 5%2C%20%22q%22%3A%20%22flats%20library%22%2C%20%22facets%5B%5D%22%3A%20%5B%22category%7C18815%22%2C%20%22market%7C49153%22%2C%20%22keywords%7C589%22%5D%7D figure 77-83(2017). [image] Available at: https://0-www.wgsn.com.wam.leeds.ac.uk/content/board_viewer/?lang=en#/66476/page/1 figure 83-91(2017). [image] Available at: https://0-www.wgsn.com.wam.leeds.ac.uk/search/search.php#%7B%22page_ id%22%3A863119%2C%22image_ids%22%3A%2224928311%2C3452382%2C8248026%2C3454229%2C24926282%2C8247938%2C8247889% 2C6000348%2C3453040%2C3453518%2C8247909%2C3454139%2C3453258%2C8247907%2C3452422%22%2C%22special%22%3A%22Women%27s%20Colour%20S%5C%2FS%2018%3A%20Youth%20Tonic%20%3A%203.%20Colour%22%7D figure 92-95(2017). [image] Available at: https://0-www.wgsn.com.wam.leeds.ac.uk/search/search.php#%7B%22start%22%3A%200%2C%20 %22limit%22%3A%2050%2C%20%22initial%22%3A%20true%2C%20%22logSearch%22%3A%20true%2C%20%22f_limit%22%3A%20 5%2C%20%22q%22%3A%20%22%22%2C%20%22facets%5B%5D%22%3A%20%5B%22classif_name%7C42383%22%5D%7D figure 96 (2017). [image] Available at: https://uk.pinterest.com/pin/484137028674271742/ figure 97-101(2017). [image] Available at: https://0-www.wgsn.com.wam.leeds.ac.uk/search/search.php#%7B%22start%22%3A%200%2C%20 %22limit%22%3A%2050%2C%20%22initial%22%3A%20true%2C%20%22logSearch%22%3A%20true%2C%20%22f_limit%22%3A%20 5%2C%20%22q%22%3A%20%22flats%20library%22%2C%20%22facets%5B%5D%22%3A%20%5B%22category%7C18815%22%2C%20%22market%7C49153%22%2C%20%22keywords%7C589%22%5D%7D figure 102(2017). [image] Available at: https://www.google.co.uk/search?q=outdoor+editorial&tbm=isch&tbo=u&source=univ&sa=X&ved=0ahUKEwj18aLf-t7TAhWEOsAKHYNGDfgQsAQIIg&biw=1366&bih=613#tbs=isz:lt,islt:xga&tbm=isch&q=fashion+editorial+minimal&imgrc=j9E45D30bq_lbM: