TREND FORECASTING & PRODUCT DEVELOPMENT
SHORT TERM FORECASTS FEEL GOOD FASHION FUNCTIONAL ACTIVEWEAR LONG TERM FORECASTS THE MODERN GENTLEWOMAN THE UNNATURAL
FEEL GOOD FASHION INSPIRATION Mental health awareness. Wellness. COLOUR
TCX Lemon Fizz.
THEMES
High Visibility.
SHAPES
Flowing silhouettes. Boxy shapes.
RESEARCH
-Young UK adults have lowest levels of “mental wellbeing”. -60% thought that spas were no longer the domain of wealthy women and had become a more mainstream pursuit for all genders and classes. [Mintel] 2007
Smoking Ban
2012
Deliciously Ella est
2016
Sugar Tax
2016
Fare Healthy Festival
2017
Veggie Pret
2017
Happy by Fearne Cotton
INNOVATORS
Jamie Oliver. Sarah Stewart-Brown, professor of public health. Millennial market concerned with wellbeing.
DRIVERS
Wellness bloggers, Madeline Shaw etc.
IMPACT
Rise in ethical produce. Snapchat filters. Office décor that incorporates fitness, no chairs etc. Wellbeing events/ retreats. Meditation apps.
CONSEQUENCES
Decline in mental illness statistics.
FUTURES
Vitamin D make-up. Drug to prevent obesity-2018. “Wellness” gyms.
BEYOND
FASHION- High vis, sportswear, playful, colour blocking & comfort.
FUNCTIONAL ACTIVEWEAR INSPIRATION Increase in sportswear & fashion collaborations. Higher awareness of healthy living & its benefits. COLOUR
Subdued. Grey-scale.
THEMES
Nostalgia.
SHAPES
Tailored & structured.
RESEARCH
-Half of Millennials would like to track their health and fitness via apps. -Growth in the fitness clothing market is driven by an overarching trend toward casualisation. [Mintel] 2004
Stella X Adidas
2007
Fitbit est
2012
London Olympics
2015
Apple Watch
2016
Sourced Box
2017
2017
David Lloyd First Lulu Lemon boasts 475,000 opens in the UK members
INNOVATORS
Millennial market concerned with wellbeing. 2012 Olympians, Jessica Ennis etc.
DRIVERS
Fitness bloggers, Zanna Van Dijk, Carly Rowena etc. Fashion & sportswear. Apple & fitness technology.
IMPACT
Rise in fitness holidays & retreats. Accessibility of organic produce. Cult following of classes like Soul Cycle.
CONSEQUENCES
Decline in obesity levels. Pop up gyms.
FUTURES
Luxury boutique gyms. Technology embedded within sports-wear.
BEYOND
BEAUTY- Water-fused/vitamin make up, mineral face-wipes for the gym &luxury deodorants. FASHION- Comfortable/functional clothing. Tailored sportswear appropriate for the office. Gym clothes that also do not require washing after every use. FOOD- Expansion of health food aisles in supermarkets & ready to go smoothie kits. CULTURAL- Fitness q & a events & creative classes. INTERIORS- Home gyms.
THE MODERN GENTLEWOMAN INSPIRATION Women’s March 2017. COLOUR
Neutral. Grey-scale.
THEMES
Reworking of the suffragette. Customisation- clothing with a voice.
SHAPES
Tailored & structured.
RESEARCH
-Report highlights that today’s young women are much more in touch with the feminism movement than their older counterparts. [Mintel] 1979
Margaret Thatcher is the first female PM.
2014
Emma Watson delivers gender equality speech to the UN
2016
Nicola Thorpe sacked for not wearing heels to work
2016
This Girl Can
2017
Women's March
2017
Dior appoints first female creative director
2069
Gender paygap expected to close.
INNOVATORS
Political upheaval. Millennial market concerned with how their decisions will impact the next Generation.
DRIVERS
Dior S/S 17 collection. Emma Watson “He for She” campaign.
IMPACT
Power dressing. Women’s March.
CONSEQUENCES Further campaigns. Feminist literature .
FUTURES
Equal pay. Heightened awareness of equal rights.
BEYOND
FASHION- Customised products & a mix of both masculine and feminine silhouettes. Also an expansion of flat footwear. INTERIORS- Growth & interest in home office décor, CULTURAL- Films/Documentaries thematically similar to Hidden Figures FOOD- Expansion of healthy “on the go” meals.
THE UNNATURAL INSPIRATION
Global Warming. Technology backlash. COLOUR Neutral. Earthy.
THEMES
Camouflage. Textured.
SHAPES
Over-sized.
RESEARCH
-Mintel’s Switch Off Trend highlights how, because technology has created inescapable levels of connectivity and exposure, consumers need some time off, some time away from ‘always on’ devices. [Mintel] 2014
UN concludes human influence dominant cause of global warming.
2015
Sky Garden opens
2015
Fashion Revolution Day #WhoMadeMy Clothes
2016
5p plastic bag charge
2016
Before the Flood
2017
Trump’s environmental chief claim humans not the cause of rising CO2
INNOVATORS
Millennial market concerned with how their decisions will impact the next generation. Leonardo DiCaprio & National Geographic.
DRIVERS
Desire for natural fabrics & ethical processes. Success of Planet Earth.
IMPACT
More people are focusing on their health, sourcing natural and sustainable produce. Rise in walking holidays & country retreats. Consumers buying less but in higher quality. Seeking comfort from clothing.
CONSEQUENCES
Questioning the ethics behind clothing. Nature used as a sense of escape = hydrotherapy. Boycotting brands. Focus on textures in contrast to the cold, flat, smooth nature of i-phones.
FUTURES
Exposure of unethical fashion clothing procedures in the industry. Enhanced focus on sustainability. Gradual technology withdrawal.
BEYOND
FASHION Reassuring earthy/natural shades, & using obscure prints. BEAUTY Multi-use products and dewy highlighters/illuminators. FOOD Increased vegetarian options to reduce carbon footprint. INTERIORS Vegan car interiors.
EXHIBITION CONCEPT
FEEL GOOD FASHION
INFLUENCES: HOLI FESTIVAL ANISH KAPOOR “Festival of colours" or the "festival of love”. Holi means lots of things, it's a means to meet other people, to laugh, forgive & forget. Every person that came into the pod could leave a coloured handprint. The aim in simple terms is to create a sense of togetherness. I want the space to be fun, colourful and be something that gets everyone involved.
KEY FACTORS:
1. Clear perspex box. 2. Screen will sit in the centre & play the fashion film on loop. 3. A white desk will greet you into the pod. 4. Sunshine shots filled with a ginger, turmeric, pineapple and mango mix. 5. Dishes of coloured spices and powders for the handprints & mini holi. 6. Bright yellow filing cabinet. 7. Each drawer will reveal a polaroid and piece of card. The card will read "5 Good Things" and will be just that, 5 "feel good" things that the person on the polaroid enjoys. 8. The exhibition space overall will be symmetrical, to promote a sense of balance that is simultaneous with wellbeing.
FASHION FILM
"How wonderful yellow is- it stands for the sun." - Vincent Van Gogh
Inner happiness & sense of balance. Hints of yellow. Nature vs Urban. Technology backlash. Short references to Holi.
THE NEXT STEP 1. Start to write the report. 2. Edit fashion film & images. 3. Finalise details of exhibition idea.