Trend Report Carissa Hanley / FASM 245 / Cohen
Love in Lavender
Dries Van Noten s/s 2018
forever21.com
With Spring coming in full bloom faster than the rise in tempertures it is imperitive that buyers start making excecutive desicions about what they are spending thier alloted budget on. Pastels are on the rise and Millennial pink is starting to have a decrease in demand. Soft shades of lavender and lilac popped up in Spring 2018 shows with true icons like Victoria Beckham already sporting the trend. With fast fashion waiting to get thier hands colored purple, (Forever 21 is already rolling out the 3/4 sleeved sweater in lilac), higher end retail stores like Neiman Marcus, Saxs 5th Avenue, Bloomingdales, and anyone who has an afiinity for Kate Spade colors should keep an eye out for this spring/summer color trend because who doesn’t look good in lavender?
wwd.com nike air jordan
What a Woman wwd.com
asics.com
bloomingdales.com
What do we want? Equality! When do we want it? Preferably now. As retailers start to recognize the untapped potential of the womens sneaker market they are starting to dive in head first. One of the big players in Nike’s Jordan brand who has a strong following with loyal customers who adhere to the brand value and aesthetic. As the womens sneaker market grows so does the profitablity. For the past couple of years streetwear and athletic brands have given into the women’s market, especially after the rise in sales of athileisure in 2014. The Jordan brand is devoted to longterm iniatives within the growing womens market. However, in order to grow within this segement retailers need to understand that a women is a female first and a customer secondly. Additionally, women are more willing to share personal information to get inside specials or deals but also to further connect with the brand. The rise of social fitness, women’s gym habits have also risen which can act as a perfect entry point for more female specific products especially the sneaker market. Versatile, feminine, and cuteit shouldn’t be that hard, right?
Techy Turnover
In a time when technolgy is basically overtaking the world, brick-and-mortor stores are at an all time decline. In December, close to 7,000 stores closed across the US, but no one said it had to end this way. Technology can salvage fashion when market conditions are less than favourable. New tech gadgets can help brands drive valuable business effiencies, improve the customer experience, and has the ability to offer consistency. The market value will rise for those retailers that correctly implement the right stuff at the right time, in turn driving their competitive advantage. In recent years, A.I (artificial intellegance) has become the fastest growing development- it can help stores utilize the space in the most efficient way. Augmented Reality is another eye-catcher that can help retaliers personalize a customers experience. Beauty brands are already stirring the pot with AR. Gap and Amazon have also released similar digital dressing rooms. It is a perfect mix of digital and real life that offers no restrictions to the number of items tried on which can influence the buying activity of the shopper. As fashion becomes more intune with technology, the possibilities are endless and buyers should become more familiar with it and what would work with their brand and the retail space they are buying for. www.businessoffashion.com
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Flirty Fragrance epiphanniea.co.uk
Gucci
Tiffany & Co.
Fragrance lines are slowly but surely catching up to the revenue of makeup. In recent months, the Coty quarterly profit jumped almost 2% (2.30 billion to 2.64 billion) due to the demand of the new Tiffany & Co and Gucci fragrance. As a brand, creating a perfume is not all that expensive and it’s an easy entry for those who follow the brand but cannot afford the luxury items. Image is a big deciding factor when it comes to consumers buying activity and retailers need to be more in tune to this personification of products. As a buyer, it is important to see this untapped growth and utilize it to increase profits, you don’t have to spend a lot to get a lot, so to speak. As the demand grows so will this market. Coty Inc is expected to continue to exceed the planned budget and more dollars will be allocated to the frangrance products. Retailers should stock up and buyers should buy because this market is about to Gucci Bloom™ www.businessoffashion.com
On the Fringe marchandmayblog.com
The ‘70s are coming in full swing as fringe swished down the spring runways, embellishing both hemlines and handbags alike. From maxi skirts at Proenza Schouler to knee-high boots at Etro, this flirty trim added an element of surprise to even the most sophisticated shapes. Chiffon sweaters adorned with wispy threads and simple gold earrings anchored by scarlet tassels make their way into the spring limelight. When retailers buy into this trend it is important to think about the potential oversaturation in the market and order a smaller quantity. Creating an exclusive trend for a more niche market means driving profitablity and ensuring the market stability. When merchandising the product it should be considered to pair a fringe piece with something modern or minimalist to offset any potential rodeo vibes. Neutral colors in clothing and denim ensure sales of both pieces to compliment each other, so fashionistas alike can ‘swing’ into spring.
Forever 21
stylecarrot.com/blog
Newsboy in the Know
The latest spring trend is the Newsboy cap (Baker’s Boy cap). Designers from all over incorporated this trend into their collections, offering fashion girls cool leather options and even furry versions. You can wear the design with everything from a dress to jeans, which makes it must have item. According to the stylists, the newsboy hat is ideal for all the fashionable girls no matter the shape of the face. Its style very successfully emphasizes the cheekbones, and visually make the face look longer, which allows for the round face and big chicks to be covered. This cap can be combined with costume, pants, jeans, skirts. This trend is starting to appear everywhere as a fashion staple thanks to models like Elsa Houck and Kendall Jenner. Since such influencers are wearing them, retailers should jump on this bandwagon soon- they will be all the talk in the coming months. Incorprating them into the flow of the store as a key item would elevate profits. Buying into the staple colors and fabrics like neutrals and twills but also adding the upcoming color trends like lavendar and deep greens would ensure the sell-out of this item for the stores Spring Flow.
Lady Pearl
If you haven’t noticed yet, pearls are taking over everything from bags, to shoes, to denim. This embellishment creates a sophisticated and fun take on any simple piece. Pearls recently made their way back onto the scene at Chanel’s spring 2014 show when Karl Lagerfeld sent larger-than-life pearls down the runway. It looks like the pearl will continue to reign supreme come spring as an accent to any basic piece. Large retailers like Saxs Fifth Ave and Neiman Marcus are already scooping up pearl embellishments from some of the top designers. Since this trend has been in and out for years its is safe to say that it’ll do well on shelves year round as long as it continues to have a relevant modern twist. Year round items like shoes, accessories, and denim pieces are true fashion staples that everyone can wear and love. Adding the forseen spring colors could also vamp up the trend to drive sales within the market in the upcoming months.
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Neiman Marcus
Grounded Greens
While often associated with environmentalism and nature, Greenery is also a unifying thread in tech and innovation because of its association with boldness, vigor and modernity. The appellation of the next spring trend speaks for itself being suggestive of some rich foliage and bringing about the utmost elegance, sophistication and swagger. Whether it is used on garment pieces or just on some accessories. The safari style has been all over the board at the recent runway shows and it can’t be helped to revel in olive green shades circulating all the while with all their earth-gravitating spirit. The literal abundance of green on the runways is also a fashion statement that reflects a deeper trend within the industry. As the fashion world incorporates environmental and other ethical concerns into brand identity, sustainability is becoming the new normal. In other words, ecochic is going mainstream. Big brands like Stella Mccartney are incorporating these colors to further influence their stamd on sustainibility. The consumers sub-concious recognizes the deeper meaning but forefront thinking likes the bold colors. Retailers would be smart to start buying into this color trend as it is going to bloom in the coming months of spring.
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Trend Report