anna suhr trend journal winter 2016
title
date
3
joggers
01.10.16
6
it’s a small world
01.15.16
9
hey, 80s
01.23.16
12
furs in fitness?
01.28.16
15
wanting to (fit) in
02.10.16
18
investing in cults
02.21.16
21
cool & calm
02.27.16
24
under my skin
03.01.16
table of contents
#
01 10 16
joggers
Joggers have emerged into the market place for both high intensity activewear purposes and casual ready to wear. The silhouette flatters both male and female bodies. With the trends multipurpose and gender-neutral properties, this style is noteworthy in its sense of influence in various areas of the fashion world. The tapered shape elongates the leg. The gathered ankle draws attention to the thin ankle creating a flattering illusion of a thin leg. The room given through the thigh allows coverage to any unsmooth areas. For sizing joggers, it is possible to size down for a more tapered leg and booty highlight. It is possible to stay true to size for a roomy leg and tapered calf/ankle. It is possible to size up for a more hammer-pant look with the clean line of the gathered ankle. I believe the value of the jogger is its versatility. From business meeting to drinks to Netflix to running, it is the new silhouette for men and women.
01 15 16
it’s a small world
Convenience is becoming a necessity. Where “bulk buying” may apply to household items, the on-the-go consumer isn’t looking for large bottles & full-sized portions. This concept applies to a wide variety of products. The convenience of this small world mirrors the quick, “need it now” of the active lifestyle. From meal prepped small snacks & meals to mini beauty products, the small bottles and tiny portions allow lower cost and quicker turnover. There is an opportunity to create sets and packages of various, mini beauty& food products allowing the consumer to try new products they usually would not try at a lower cost. The smaller portions of product allows another price level of a consumer be active in the brand at their price point. When they grow into being the consumer that can afford the brand’s fullpriced items, they will have already fallen in love with & have had a positive experience with our brand.
01 23 16
hey, 80s
Cropped hoodies, mesh, leg warmers, neon…oh my! The 80s are back in the world of fitness but with reason. Cropped hoodies allow for drapey, comfortable fit without the distraction of bunching at the waist and allows breathability in high sweat zones. Mesh has transformed from fishnet to high-intensity performance mesh. Leg warmers have been reborn as dual layer leggings. This provides insulation for the lower leg area while the thigh and bum area have full mobility. Neon has its second life in reflectivity and glow properties as a safety feature for running after the sun goes down. It is important for merchandisers to not present these 80s notes as “dated” or “out of date”. 80s fashion has a futuristic feel, and “new” and “bold” should be the key reactions to displays. History repeats itself, and so does its trends.
01 28 16
furs in fitness?
#AllDayActive goes beyond wearing leggings as pants or Nike’s as a sporty addition to a going-out outfit. There is exploration to update pieces such as the LBD jumpsuit and pre/postperformance furs and long line jackets. Properties such as active stretch, compression, breathability, antibacterial materials, quick dry technology, insulation, wind proofing, and downfill are transforming basics to science and art worn on the body. I believe this challenges to the entirety of the fashion industry to be more intentional with garments. For non-activewear collections, the designers should be intentional with pocket placement, waistlines, finishing treatments, etc. The merchandisers should highlight these features in order to express why this piece is not just a space filler in your closet, it is science, art, and an addition to your life, not just your wardrobe.
02 10 16
wanting to (fit) in
One size does not fit all, and apparently neither does small, medium, or large. Consumers are buying the wrong size for their body type and size. At the ISPO tradeshow this year, this problem was addressed by activewear brands, KJUS and Falke. Research shows 2 out of 3 women and 1 out of 4 men are buying the wrong size clothing. This may provide an over-sized, relaxed look for ready to wear but it hinders intended performance in the active arena. Brands must prioritize the fit of the garment by standardizing sizing, measuring for true fit, and making technological advances towards accurate sizing with lack of invasiveness. Falke embraces the “backto-basics” approach by old school tape measuring for custom fit. KJUS leaps into technology with an in-motion “trueto-self” avatar that promotes consumers to not only find their right fit but test their product on an active level.
02 21 16
investing in cults
Brand endorsements took a wild shift with the rise of “fitspiration” and social media crazed workouts. Millennials may take note of the logo on their college football team’s jerseys, but their focus has shifted towards the timelines and newsfeeds filled with The Bikini Body, fat femme, The Skinny Bitch Collective, and chef-inspired healthy eating. The change in the level of intimacy, from a football field distance away to the screen of your phone, heightens the consumers awareness to the brands these self-made celebrities are wearing and the products they are using. For merchants, this opens eyes to spend money efficiently in order to get the most return on investment. Rather than spending millions suiting up the next Heisman winner, this social media surge is a time to rethink and redirect money into small product placement and promotion with up and coming “fitspiration” celebs.
02 27 16
cool & calm
Cool, calm, collected, and conditioned. Colors emerging for Spring 16 are contrasting the rise of temperature. With the mysterious warm winter, consumers are in fear of a blazing spring and summer. Deep blues and greens, such as Tropical Teal and Indigo Night, give a fresh, cool transition into warmer weather. Paired with strong contrasts of white trim or white color blocking gives a crisp and clean look to the relaxed palette. Revamped teal and indigo promote a sense of well-being and natural health while making a statement. The palette suits men’s and women’s active fashion. Merchants buying into this popular color trend will have the opportunity to create a seamless season transition and utilize these bold colors as updated neutrals that will work with existing styles.
03 01 16
under my skin
There is a fine line between intimate and intrusive in the world of wearable tech, and its new progressions are making waves in the worlds of science and healthcare. Samsung’s Humanfit smart suit was presented at the Consumer Electronics Show this year with NFC tags enabling smart phone touch technology styled with a smart belt that tracks activity and loosens itself after heavy meals. Innovations such as Dot, the first braille smart watch are making technological advancements for untapped markets. L’Oreal goes beyond protective sunscreen into advances of an informative stick on and stretchable UV monitor that uses photosensitive dye that changes color when exposed to sun. It is in the hands of merchants to not present these advances in a disturbing or destructive way. Wearable tech allows consumers to track their health rather than feeling like they are being tracked themselves.
"Retail Analysis – Active Women Winter 2015." WGSN. N.p., 5 Jan. 2016. Web. 10 Jan. 2016. "Active Beauty." WGSN. N.p., 11 Jan. 2016. Web. 15 Jan. 2016. "Agenda A/W 16/17 – Trend Analysis." WGSN. N.p., 18 Jan. 2016. Web. 23 Jan. 2016. "Key Items A/W 17/18: Women's Activewear." WGSN. N.p., 25 Jan. 2015. Web. 28 Jan. 2016. "ISPO A/W 16/17 – Active." WGSN. N.p., 5 Feb. 2016. Web. 10 Feb. 2016.
"Indigo Night – Active Colour Alert." WGSN. N.p., 19 Feb. 2016. Web. 27 Feb. 2016. "Tropical Teal – Active Colour Alert." WGSN. N.p., 24 Feb. 2016. Web. 27 Feb. 2016. "The Future of Wearable Tech." WGSN. N.p., 25 Feb. 2016. Web. 1 Mar. 2016.
sources
"Instagrams That Inspire – Trainers/Celebrities." WGSN. N.p., 16 Feb. 2016. Web. 21 Feb. 2016.