TREND REPORT
noun: trend; plural noun: trends 1. a general direction in which something is developing or changing. “an upward trend in sales and profit margins� synonyms: tendency, movement, drift, swing, shift, course, current, run, direction, inclination, leaning; bias, bent
TREAD LIGHTLY
MORE IS MORE
### #TAGLINES
REVIVAL OF THE OLD(EST)
MORE IS MORE
//More is comforting //More is all the senses //More is informative
SEASONAL INFLUENCES
sensory marketing
HEIGHT AND SCALE THREE DIMENSIONAL
Using a combination of tools to heighten our reactions to marketing
Kiehls cosmetics have used a range of objects - either sold in store or relative to the brand - and upscaled them. This along with retro imagery has created a warm display that feels comforting and reassuring. It communicates that there are no false pretences with the brand, fully promoting their extensive heritage - “since 1851�.
#TAGLINES
noun: hashtag; plural noun: hashtags 1. a word or phrase preceded by a hash sign (#), used on social media sites such as Twitter to identify messages on a specific topic.
//Hashtags increasingly being used in visual merchandising and marketing is a result of digital developments //Creates a following and a buzz //Twitter, Instagram, Facebook, Google+, Pinterest //Humorous taglines to engage onlookers
Cult
PERSONALITY HUMOUR
EXCLUSIVITY
The use of hashtags has given fashion houses a free, yet incredibly effective marketing tool. Nike carried out a hashtag campaign in 2012 over multiple social media sites, carrying them through to print and electronic ads. The campaign was a huge success and was extended into 2013.
REVIVAL OF THE OLD(EST)
Consumer rebellion against mass production
//Interiors and Displays designed to look old //The search for originality and affordability //Handcrafted and quality
UPCYCLING RECYCLING ONE-OFF Increasingly there is a growing trend for the fascination with the old. Secondhand clothes, 60s inspired films, collection of vinyls, etc. Not only is there a growing number of vintage boutiques, but designer brands are also sitting up and taking notice. Take the Diesel Tribute collection, for example, where elements are being sourced from the last 35 years and given new life.
“re-engineer the past, reimagine the future”
“everything goes retro but the price”
TREAD LIGHTLY
ethical
sustainability
awareness “Made in downtown LA - sweatshop-free� American Apparel were one of the first companies to satisfy the trend, promoting products as being ethical through their lack of sweatshop use in the garments production.
//Showcasing their impact (or lack of) on the environment //Creating a mutual trust between the brand and consumers //Consumer demand for knowing where the product is coming from and where their money is going