THE
TR END STO R Y
DISCLAIMER: The information in this document is purely observational, analytical and based on references from the web, It is only for academic purposes and to understand the process of making a trend report.
AB STR ACT Fashion Forecasting is a maths in itself where based on facts and probabilities, several predictions and deductions are made. It is only on this prediction that the future accelerates its gear to provide a commonly approved fashion.The main aim behind this project is to understand the tools, method and extensive research required for forecasting. Forecasting for a specific brand would enable us to learn the nit and grits involved while following a fashion trend and building your own designs out of it. The main challenge lies in getting inspired in the right way, not copying yet standing out and making your own new trend. This project would give an insight into the various factors which affects the forecast: colours, prints, fabrics, silhouettes, details, textures, etc. Each and every factor has a
important role to play because failing to cater to any of the above factors would lead to the immense downfall of a brand. Tools like WGSN, Promostyl, trend spotting, market study, consumer behaviour observation, interviews, surveys, etc. helps us to gain insights on the past and carve a craving future.
CO NTENTS About
1
Brand Board
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A/W 2017 Lookbook
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Current Collection
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The Store
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Client Brief
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Client Board
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Trend study
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Survey Fashion Media Analysis Trend Spotting WGSN Story 1 Story 2
11 12 13 16 22
Forecasting Report Story 1 Story 2
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Bibliography
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Appendix
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AB O UT The good folks at Good Earth launched their brand new line- Nicobar, in March 2016. Covering clothing, home decor and travel accessories, Nicobar is that beach-hair-don’t-care cousin of the brand, that oozes affordable luxury with fabrics, silhouettes and colours. This brand, just like its name, takes on the tropical style the whole year around, with enough changes in each collection to reflect the particular season. The use of natural fabrics, and simple, airy silhouettes makes everything here super chic, clean, and contemporary. The brand’s focus on natural, breathable fabric makes it a great addition not just to our travel wardrobe, but also something that one can wear everyday in summer. The Style: Expect clothing that’s relaxed and loose along with cuts and styles that are reminiscent of other popular 1
Indie fashion labels. Nicobar’s price point and little details {a sliver of embroidery here and there} make it compelling. They also have a range of travel bags up on their site. In the house and home section, expect a whole lot of stuff that wouldn’t be out of place in Gwyneth Paltrow’s home—light patterns, bursts of greens and blues, wooden salad bowls with an embossed elephant, bedding in creams and greys. Who It’s For: For starters, the younger Good Earth consumer will be the first to gravitate towards Nicobar. It targets mainly to the age group of 25-30 years old.
B R AND B OAR D
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A / W
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2 017
LO O K B O O K
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CUR R ENT
CO L LECTIO N
Predominantly, Autumn Winter 2017-2018 collection
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THE
STO R E
No 4, Walton Rd, Above Goodearth, off, Lavelle Road, Shanthala Nagar, Ashok Nagar, Bengaluru, Karnataka 560001
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CLIENT Name: Nainika Rathore Profession: Author and freelance writer Age: 27 years old Place: Bengaluru Income: Above 30 lacs p.a.
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B R IEF Hobbies: Primarily, reading, baking and writing and a big travel buff Traits: Independent, comfort lover yet trendy, prefers sustainability, nature lover.
CLIENT B OAR D
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TR END
STUDY
AUTUM N / W INTER 2 017 / 2 018 10
SURV EY
( TO O L 1 )
19 questions were asked to people within the age groups of 18-30 years. The main objective of the questionaire was to understand the awareness of the brand, latest choices and preferences of today’s women. 54 responses were received, thereby leading to several conclusions. Some questions were regarding varied looks where, mostly looks by Nicobar were preferred. In the end, 57.4% responded that they would love to shop from
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Nicobar and 40.7% chose ‘maybe’ to shop from Nicobar. This tool easily helped in understanding the basic mindset and in enhancing the interests for the brand.
FA SHIO N ( TO O L 2 )
M EDI A
A N A LY S I S
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COM P ETITO RS ’ ST YLE T R E N D S P O T T I N G ( TO O L 3 ) Major competitors of Nicobar are:
4) Label Ishana
1) Plantation House
5) Bhane
2) Anokhi
6) FabIndia
3) Olio
The latest collection by Olio which are mainly solid prints.
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Less variations with the bottomwear; no updated lookbooks
This is Label Ishana’s Autumn Winter collection comprising mainly of minimal prints, A-line silhouettes, bell sleeves and popular stripes. Their collection highly coincide with Nicobar but have limitations with the store reach.
The Neer collection by FabIndia is subtle, flowy, minimal and with the right amount of comfort, thereby, competiting with Nicobar.
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WGSN
( TO O L 4 )
K EY WO R DS
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Nature
Layering
Wilder
Lace details
Loungewear
Kick flare silhouette
Scandinavian style
Slight bohemian look
Roll neck
Utility
Romantic florals
Nostalgic feels
STO R Y
1
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18
19
2 0
21
STO R Y
2
2
K EY WO R DS Subdued
Boxy silhouettes
Simple
Surface cottons
Deconstructed Re-sculpted denim
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TR END FO R ECAST R EPO RT
SPR IN G / SUM M ER 2 018
K EY WO R DS Basics
Volume
Luxurious Approach
Rounded Flares
Minimalism
Exaggeration
Strong silhouettes
Deconstructed look
Subtle
High and drop waists
Mirrored
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STO R Y
1
2
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34
35
3 6
ST YLES
Cape inspired upper garment; long fitted sleeves; skirt with flare 37
Bell sleeves with cinched waist; bell bottom trousers
Long armhole design; oversized fit with baggy look; culottes trousers with broad hem detailing
Bishop sleeve variation with elastic detailing in arm; flared sleeve opening; peter pan collar; boxy fit
Highlow overcoat; overlapping front design detail; mesh pattern pants 3 8
K EY WO R DS
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Adventure
Poncho styling
Pick and Mix
Persian Rug
Sea Voyage
Embroidery
Nautical looks
Cut work
Layered Approach
Mashrabiya Technique
Romantic and Bohemian style
Floral Applique
STO R Y
2
2
41
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43
4 4
4 5
ST YLES
Turtleneck; half coat with buttoning; tie up design; gather at the cuffs; double layered pants 47
Criss cross tie with top; flared sleeves; palazzo pants
Sheer lace poncho; body fitted top
V-neck; boxy fit dress; tie up at waist
Shirt collar; bishop sleeve; striped jumpsuit
4 8
B IB LIO GR APH Y WEBSITES https://www.forbes.com/sites/karenhua/2016/12/16/pre-fall-collections-2017-fashion-trends-to-look-for-nextyear/#5904b6713c2c http://en.vogue.fr/fashion/fashion-inspiration/diaporama/fwah2017-fall-winter-2017-2018-fashion-trends/41670#bleuelectrique-noir-les-tendances-mode-de-la-saison-automne-hiver-2017-2018_image26 http://www.vogue.co.uk/gallery/autumn-winter-2017-trends http://www.harpersbazaar.com/fashion/fashion-week/news/g8537/fall-2017-fashion-trends/?slide=130 https://www.vogue.in/content/nicobars-latest-collection-makes-shopping-dream/#s-cust0 https://fashionista.com/2017/03/winter-fall-fashion-trends-2017 http://wwd.com/fashion-news/fashion-trends/magic-fall-2017-fashion-trends-statement-sleeves-10813535/ https://www.vogue.com/fashion-shows/fall-2017-ready-to-wear/carven/slideshow/collection#18 http://www.mirror.co.uk/3am/style/celebrity-fashion/london-fashion-week-2017-7-9882484 http://thehauterfly.com/fashion/nicobar-good-earth-new-fashion-label/ http://www.marieclaire.co.uk/fashion/aw17-fashion-trend-report-483502 https://graziadaily.co.uk/fashion/news/autumn-winter-trend-report/ http://www.thefashionspot.com/style-trends/736497-fall-2017-fashion-trends/#/slide/25 http://www.latimes.com/fashion/la-ig-nyfw-20170217-story.html https://www.wgsn.com/en/ MAGAZINES Vogue Grazia Elle 5 0
APP ENDI X
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BY : BHAVYA MALVIYA FC VII