TREND-MAP REPORT SS/18 ATHLEISURE 2018
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Assignment 4 Chloe Butler N0751513
2635 words
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I confirm that this work has gained ethical approval and that I have faithfully observed the terms of approval in the conduct of this project. Signed ………………………………………………………… Date…..………………………………
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CONTENTS
WHAT IS A TREND?
07
ROGERS DIFFUSION OF INNOVATION
08
TREND FORECASTING
11
ROLE OF A FASHION FORECASTER
16
DIRECTIONAL FASHION CHANGE THEORY
18
INFLUENCES
20
SOCIAL INFLUENCES- FUR
21
SOCIAL INFLUENCES - PLASTIC
24
SUSTAINABILITY
26
ETHICS
27
ROLE OF TECHNOLOGY
28
ROLE OF MEDIA
29
ATHLEISURE TREND
30
HEALTH AND WELLBEING
38
ORIGINS OF ATHLEISURE
40
GLAM-LEISURE DIRECTION
42
CELEBRITY
INFLUENCERS
44
SOCIAL INFLUENCERS
46
ATHLEISURE’S MUST HAVE GARMENTS
48
SHOP SAFARI
52
STREET STYLE IN NOTTINGHAM
60
PHOTOSHOOT PREPARATIONS
66
EDITORIAL
74
CONCLUSION
76
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INTRODUCTION
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WHAT IS A TREND? “At its most basic a trend can be defined as the direction in which something (that something can be anything) tends to move and which has consequential impact on the culture, society or business sector through which it moves.� (Raymond 2010) A fashion trend is comparable to a craze, as it relies on popularity, a fashion trend can consist of a style, a colour, or colour palette, a print or particular garment.
Fashion Trend life-cycle
Popularity (measured by sales)
Peak
Growth
Decline
Introduction
Time
(Vernon.R 1966)
The chart above shows time against the rate of growth in popularity of a fashion trend. The curve is clearly labelled at each stage so trends sales can be followed in time from its introduction, through its growth to its peak and then its decline. For each separate trend the time-scale in which it takes to move through the curve will vary. Some trends are fad-based and move through the curve very quickly, whereas established trends tend to stay in the curve for longer.
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ROGERS DIFFUSION OF INNOVATION
2.5% Innovators
13.5% Early Adopters
34% Early Majority
34% Late Majority
16% Laggards
The diffusion of innovation curve demonstrates how people adopt new concepts (Rogers, 1996). The curve works in conjunction with the fashion trend life-cycle as it demonstrates the type of people who join the curve at each point. WHAT TYPE OF PEOPLE FORM EACH GROUP IN THE CURVE? 2.5% Innovators.
This group consists of a small number of people, which contains fashion forecasters. The group members are the most fashion forward and they explore new ideas, technologies, and fashion trends. 13.5% Early adopters.
These are considered as opinion leaders. Engagement requires little persuasion as these people are open to change. 34% Early majority
This group is usually formed of followers who will read reviews and blogs from early adopters before adopting the trend. 34% Late majority
These are naturally sceptical so they will usually only adopt the trend when they feel they are missing out and being left behind. 16% Laggards
These are normally traditional and will only adopt the trend when they are pressured to do so.
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WHAT IS TREND FORECASTING?
Tr
Trend forecasting is the procedure of looking at past sales and market growth to determine what works for the brand, as well as looking at catwalk garments to predict what will become popular and form a new trend. When done accurately trend forecasting will enable the company to create the right product at the right price for their consumers. The role of trend forecasting falls to the designers and buyers and is key for success of a brand and must be completed adequately.
“ Trend forecasting is a mixture of art and science ” “‘
(Faresin, 2018)
Trends can be driven and influenced by many different sources such as; • • • • • •
World events Discovery and innovation Ethnography Politics and economics Social attitudes Technology
• • • • • •
History Art and Culture Influencers Multiculturalism Environment Environmental issues
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“Trends do not occur by chance. They are the product of careful calculating that takes place at every level of the fashion industry, from forecasting and manufacturing to production� (G.Gorden 2018)
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ROLE OF A FASHION FORECASTER
The successful fulfilment of the role of a fashion forecaster is a vital requirement for success of a brand. Fashion forecasters can be referred to as lifestyle detectives, as they need to be constantly vigilant, detect shifts and changes in attitudes, as well as analyse previous data. Fashion forecasting needs to be completed accurately and in advance. For example to ensure the ‘little black dress’ is in stock for Christmas the forecasting and planning will begin as far back as March of the previous year. In order to pinpoint and fully explore a trend the forecaster must collate as much information as possible from many different sources and influences as previously mentioned, such as media, music, and culture. The fashion forecaster builds close relationships with magazines, newspapers and fashion designers and keeps a close eye on competition to stay ahead of ‘the race’ within fashion.
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DIRECTIONAL FASHION CHANGE THEORY The theory of directional change suggests that trends can trickle down, trickle up and trickle across through social class. Trickle down; If a trend has been described as trickle down it means that it first appeared on the catwalk and has moved down through high end stores and celebrities through department stores and into mass market channels. Trickle up; The trickle up theory is where a trend has emerged in street-wear and the styling of bloggers and influencers. It is normally associated with street style, and the trend is more of a pairing between different garments rather than a specific piece. This can also be described as the bubble up theory and usually emerges in trend setters and not people who follow catwalk trends. It is a modern theory as previously fashion would always come from the top down to the high street. An example of this would be the punk trend, and the biker and jackets. Trickle across; First developed in the late 1950’s, the trickle-across theory assumes that fashion moves across socioeconomic levels relatively rapidly. Clothing styles do not trickle down but appear at all price points at approximately the same time. Mass communications and popular media support the existence of this theory, providing pictures and details about new styles, as does the modern retail world. Many designers show similar styles in a variety of lines, ranging from high-end designer clothing to lower-end affordable pieces. Once a design appears on the runway, a variety of companies produce similar garments, allowing widespread access to fashion. From the 1960’s shift dress to the shoulder pads of the 1980’s, these garments were available in discount, department and designer stores at approximately the same time.(Powell-Smith,M n.d)
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Commercial
Essential
T
he Devil Wears Prada, a film released in 2006, perfectly sums up the directional fashion change theory (trickle down) within a conversation between a powerful fashion magazine editor and her fashion clueless assistant.
“You go to your closet and you select that lumpy blue sweater, for instance because you're trying to tell the world that you take yourself too seriously to care about what you put on your back. But what you don't know is that that sweater is not just blue, it's not turquoise. It’s actually cerulean. And you're also blithely unaware of the fact that in 2002, Oscar de la Renta did a collection of cerulean gowns. And then I think it was Yves Saint Laurent, and then cerulean quickly showed up in the collections of eight different designers. And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you, no doubt, fished it out of some clearance bin. However, that blue represents millions of Dollars and countless jobs and it's sort of comical how you think that you've made a choice that exempts you from the fashion industry when, in fact, you're wearing the sweater that was selected for you by the people in this room from a pile of stuff.” (The Devil Wears Prada, 2006)
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INFLUENCES
As highlighted previously, trends can be influenced by a wide range of sources. However, social, cultural and economic factors can either drive or diminish a trend. For example, the backlash of using fur and the rise of awareness about the harmfulness of plastic currently relate directly to 2018 trends. Page.20
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SOCIAL THE FUR TRADE. The use of fur in fashion has increased and decreased in popularity dramatically.
In 1994 supermodels such as Kate Moss and Naomi Campbell posed for PETA shown above with the tag-line that reads “We’d rather go naked than wear fur”. At the time, this was a very successful campaign, especially as it was popular supermodels that endorsed it. Fur quickly became unpopular publicly and celebrities or people on the street would be ridiculed if they were seen to be wearing fur, and in 2003 fur farming in Britain was banned. Since then fur has been making its way back into the fashion industry and people and celebrities are becoming not afraid to purchase real fur products, endorse companies that sell fur, and wear fur out publicly.
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Figure 1 Page.22
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The beginning of 2018 saw an increase in fur in fashion and has been labelled as having 7 different 2018 trends incorporating fur by Saga Furs. Protesters and animal rights activists are still an incredibly strong group and are still making appearances at many catwalk shows and outside shops that sell real fur such as Burberry. Protesters can often be seen wearing bloodstained fur garments, and carrying replicas of skinned animals.
Celebrities as well as brands selling fur have received criticism and backlash. The most recent is Kendall Jenner in January 2018 for wearing real fur on the runway. (See Figure 1) However, this trend is being slowly diminished mainly by big name luxury brands publicity stating they will longer use fur due to the negativity it brings to the brand by anti-fur consumers. The most recent example is Versace who announced in May 2018 that the brand would be joining Stella McCartney, Giorgio Armani, Gucci, Vivienne Westwood, Tom ford, Michael Kors and Calvin Klein (among others) who have all recently gone fur-free. (Kratofil, C. 2018) This demonstrates how social influences affect trends, and can ruin their success. When forecasting trends the forecaster must take situations like this into account to avoid a failed trend.
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SOCIAL SS18 PLASTIC
A huge emerging trend for SS18 is plastic. Plastic hit the runway in October 2017 as a ready to wear trend for SS18, but since then there has been huge global awareness surrounding plastic waste. Firstly, in terms of reducing the use of plastic shopping bags, some brands such as Tesco have stopped selling the 5p plastic bags altogether. Plastic drinking straws were next and have either been replaced by paper straws or no straws at all. Companies such as Wetherspoons, McDonalds, Waggamamma and All Bar one (BBC News, 2018)to name a few have banned plastic straws within their businesses. Due to this huge boost in awareness people are refusing plastic in their day-to-day lives. Another way is using re-usable cups in coffee houses such as Costa and Starbucks. If consumers are becoming this conscious surrounding the use of plastic it is unknown whether plastic in clothing will be a success or whether this social factor will diminish the trend before it hits its growth stage.
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SUSTAINABILITY Sustainability is ever increasing in popularity with consumers and they now more than ever want to know where their product is made, and what it’s made out of. This can be a huge factor for fashion trends. Anything that is deemed controversial about sustainability or if the designer is not 100% transparent and is deemed to be trying to hide something about the source of their products, it is unlikely to be popular with some consumers, meaning the trend may never get popular. Brands are starting to step in line with this with 42 out 100 fashion brands disclosing supplier information. Brands such as H&M have launched a conscious line where everything is made using organic materials, (see figure 2).
66 percent of global Millennials are willing to spend more on brands that are sustainable.
(BOF Team 2018)
Figure.2 H&M Conscious 2018 collection
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ETHICS
Since the Rana Plaza disaster of 2013 the working conditions of fashion workers in sweatshop type factories have been under scrutiny. Consumers are increasingly concerned as to the source of their clothes. This means companies have had to become more transparent in terms of releasing information as to where their garments are made and by whom. This could impact on up and coming fashion trends in the light of fast fashion. As using the cheaper sweatshop conditions and exploiting ‘exhausting hours’ with quicker production times, will produce a collection of clothes quicker than in the UK. This will enable the brand to keep up with demand but allows scrutiny due to poor conditions.
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ROLE OF TECHNOLOGY Advances in technology have had massive impact on the way that trends have been created, published and adopted. Firstly, due to the rise of social media, the global fashion industry has grown increasingly closer with their consumers, through live streaming, instant posting of content and instant accessibility. Gone are the days of waiting for styles seen on the runway to appear in stores. Visual social media platforms such as Instagram and Snapchat have become a key platform for brands to reach and communicate with their consumers on a personal level. In terms of the impact it has directly had on the influence of trends was outlined by Sellors (2013).
"More people are using social media for wardrobe advice. inspiration and the latest trends." (Bautista, C. 2013) This suggests that consumers now turn to social media to find out the latest trends rather than just print. Bloggers are ultimately the result of the rise of social media and technological advances. Raye defines this movement as; “The creation of a new breed of entrepreneur; where a simple love of fashion can be flipped over into a business. Savvy bloggers are changing the way brands reach customers forever, while defining trends for readers that were once only swayed by the big fashion magazines.� (Raye, 2012) This highlights yet another change in application of trends, with consumers now turning to fashion bloggers and Instagram influencers for style inspiration.
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ROLE OF MEDIA The large rise of influential power of bloggers is demonstrated by Fashion Week’s front row choices. More than ever bloggers and style influencers are appearing on the front row of fashion weeks worldwide. “However, distracted by the flashing lights of cell phones and cameras, she could not help but notice the onslaught of bloggers sitting front row in a venue crowded with people” (Sindor.S 2016)
The rise in popularity of social media and bloggers has had an impact on fashion forecasting, with the influential power of online stars ever growing. Hart explains; “Bloggers are a great source of inspiration to other forecasters but many are now employed by, or act as consultants, to brands who feel that they may have their finger more firmly on the fashion pulse or a more in-depth knowledge of their own demographic, often at the expense of their long-standing counterparts.” (Hart, 2015) This is respond looking trickle
due to the fact that fast fashion brands are starting to to the street style of bloggers, and are no longer just at the runways for design inspiration. Demonstrating the up theory as previously mentioned.
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ATHLEISURE TREND
SS/18
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ATHLEISURE TREND
“Athleisure is the future.” (Green.D 2017)- The Business Insider.
“Casual clothing designed to be worn for both exercising and general use.” (Webster.M 2018)
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what is
WHAT IS ATHLEISURE?
BRIEF OVERVIEW -The Athleisure trend originated with people starting to wear clothing designed for the gym or activity as general clothing. -People found specific features for gym wear such as sweat resistant clothing, and stretchy fibres useful in other areas of life. -The Olympics bought a new interest in sports and an active lifestyle for many. -2014 saw the ‘sport luxe’ trend peak, which saw a lot of shiny gym pieces as well as mesh over-tops. -There has been a huge rise in awareness of healthy active lifestyles, people are taking more pride in their health and appearance, than before. A rise in concern of appearance is more predominant in men. “More than four in five men (80.7%) talk in ways that promote anxiety about their body image by referring to perceived flaws and imperfections” (Campbell, D. 2012)
-Health and well-being became a huge macro trend. -Sportswear/active-wear garments began to come into high-street stores as casual and formal items of clothing. (It is not uncommon to see tailored formal suit trousers with the sportswear ‘go faster stripe’ (see appendix 1) -2018 sees a glamorous twist to Athleisure. Athleisure’s statement pieces and designs are worn for formal and casual wear.
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Athleisure. The seasons must have garments.
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HEALTH AND WELLBEING Athleisure, just a trend, or a lifestyle?
“Fuelled by the rise of wellness and a move to healthier, active lifestyles, athleisure has seen the sportswear market grow 42% in the last eight years. Now valued globally at $270bn dollars, athleisure has steadily stolen market share from non-athletic apparel as more people choose active-wear, whether working out or not.� (Varga, C. 2018)
Health and well-being has become a huge macro trend. People now more than ever are taking more interest in healthy eating and a healthy active lifestyle. (TrendWatching. 2017) Consumers are more likely to be reaching self actualisation and achieving full potential and taking care of their life and health. (Malsow, A.H. 1998) See appendix 4.
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The health and wellbeing trend is supported with the development in technology. Wearable technology such as Fit Bits and apple watches become part of their owners everyday lives. The gadgets are highly accessible so it becomes easy to track distance, time, speed, heart rate and calories burned. Apple watches and Fit Bits in particular have been successful because they aid the user and easily becomes integrated into everyday life. The influence from technology is pushed by the fact that athleisure is not just seen as a trend but a lifestyle. The use of modern technology enhances and betters the consumer’s lifestyle encouraging them to be more active and health conscious, meaning technology is a key influence on the athleisure trend.
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ORIGINS OF ATHLEISURE
20’S
The 1920’s saw the sports luxe trend (origin of athleisure) emerge. Coco Chanel revolutionised the way women dressed by embracing elegant sportswear designs in her work. The new simple and corset-less silhouette and soft jersey fabrics gave women a whole new way to dress. The collection borrowed elements of mens clothing due to the rise of equality at the time and lead to a rise in sports wear fashion. (Nash n.d)
80’S
The 1980’s saw a craze of baggy jumpers, leggings and leg-warmers. This was sparked by consumers participating in more exercise due to the birth of the home work out video.
“As a result, warm-up suits and athletic shoes, once reserved for sport activities were worn as street wear” (Kim, E., Fiore, A. and Kim,H.2013)
Social and film such as 1983’s flashdance, Jennifer Beale’s many sport luxe outfits such as the grey loose jersey jumper, (see figure 3) had huge influence. Olivia Newton John’s ‘lets get physical’ music video also showed classic 80’s workout pieces such as sweat bands, leg-warmers and leotards. These examples influenced consumers to buy the sport luxe trend aspiring to be like current movie stars and popstars.
Figure. 3 Page.40
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90’S The cultural hip hop movements of the 90’s attained widespread popularity. Major fashion companies such as Nike, Tommy Hilfiger and Reebok became extremely popular. The streets where filled with colour, and lots of shiny sportswear. Sneakers where also a huge hit after RUN-DMC released the hit song ‘my Adidas’.
From then on sports luxe hit its peak and slowly declined. In 2010 it was replaced with the Athleisure trend. The trend has been moving through the trend life-cycle curve, Leading up to the current day in 2018 where the trend is hitting its peak with its glamorous edge.
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GLAM-LEISURE DIRECTION
“Athleisure continues to provide direction, with glamorous, femme overtones subverting notions of sportiness. Function fuses with femininity by way of Gorpcore practicality, via material and detail consideration. Tech fabrics are key and appear in translucent and waterproof variations, applied to ladylike silhouettes or pieces.� (WGSN 2018)
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CELEBRITY INFLUENCES There are many current celebrity influences for the Athleisure trend. Three of the major influencers and are often seen wearing Athleisure consist of; Kim Kardashian, Kendal Jenner and Gigi Hadid.
The role of celebrity has historically influenced many fashion trends, such as Grace Jones and the power suit, Audrey Hepburn and the little black dress and Lady Gaga with her Avant Garde twist. The role of celebrity in fashion currently is even more popular than previously due to consumers wide access to the internet, where celebrities personal social media accounts can be accessed.
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SOCIAL MEDIA INFLUENCERS
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Social media influencers are a fairly new concept. Consumers can become bloggers on platforms such as Instagram. The examples shown post photos of their outfits and day to day life activities. Brands are beginning to use these influencers to promote their products due to their reach and popularity. The power of social media in terms of promotion was shown by Kylie Jenner, with the following tweet “Sooo does anyone else not open Snapchat anymore? Or is it just me… ugh this is so sad.” Referring to Snapchat’s new update which caused huge backlash ever since release. The tweet received over 50,000 retweets and as a result, it caused Snapchats stock to drop 6% which equates to over 1.3 billion dollars! (Socialb.co.uk, 2018)
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ATHLEISURE STATEMENT PIECES
The cycling short
Fenty Puma
Kaia Gerber
Saint Laurent
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Dolce & Gabbana
Nina Ricci
Dion Lee
Nina Ricci
The dad/Ugly trainer
Balenciaga
Reebok x Vetement
Louis Vitton
Nike
Stella McCartney
Fila
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The popper flare pant
David Koma
Jonathan Simkhai
ChloĂŠ
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Area
Ermanno Scervino
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CĂŠdric Charlier
David Koma
ATHLEISURE STATEMENT STRIPE
A key feature for clothing in the Athleisure trend is the ‘go faster stripe’ the stripe can be presented in a number of different ways but is a key link that incorporates the trend into most clothing, i.e jeans or smart trousers or a boxy crop box with the stripe. The commonly found stripes are;
Red and white
Double red
Double red and white
Darker colour in the same fabric
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SHOP SAFARI
H&M
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Ted Baker
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Zara
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Urban Outfitters
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SHOP SAFARI & INTERVIEWS In store interviews where pre arranged by phone-call and planned for a certain day and time in Zara and Ted Baker in Nottingham, to gain insight of the trends projection on two different stores that have different price points and consumers. However, unfortunately both managers where not in the store at the time pre agreed and the general store staff did not want to be interviewed. As a back up a meeting with the store manager of Whistles in middle pavement Nottingham was more than accommodating. When asked how she feels the athleisure trend has worked in Whilstles she described the trickle down theory and how they have received designs inspired by catwalk shows, she then highlighted that because Whistles have an older clientele that their adaptation of the trend has mainly been through the ‘go faster stripe’
“We’ve adapted it to our customer...I think you have too to make it work for your brand.” “As for our customers, I would say they’ve responded really well to it.” (Store Manager, Whistles Nottingham 2018)
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Whistles
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STREET STYLE
Name; Ella Macfarlane Age; 19 Occupation; Student at Nottingham Trent University studying Fashion Accessory design (first year) Questions; Why have you bought into the Athleisure trend? Why do you wear garments associated with the trend and for what occasions? “I bought the red and white striped trousers because I liked the look they gave me and they were alternative and different at the time of purchase, not many people had them and they were seen as different now they are everywhere and have become more mainstream. I wear my more alternative clothes to specific events such as DJ nights out where you can express your fashion style in a different way, then I wear more mainstream and basic clothing in every day life. I like to be colourful and adopt new trends and have adopted Athleisure since being in Nottingham. At home in London I would feel out of place if I where to wear some of the clothing I wear here. “
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Name; Courtney Beddingham Age; 20 Occupation; Student at Nottingham Trent University studying Fashion Marketing and Branding (first year) Questions; Why have you bought into the Athleisure trend? Why do you wear garments associated with the trend and for what occasions? “I love being able to wear something I feel comfortable in, yet at the same time it shows off my assets. I know that if I go out on a night out I don’t need to be wearing a dress and heels to look good. It’s also nice to wear athleisure that celebrities are currently wearing and therefore I feel like I’m on trend. I bought the jumpsuit to go out for drinks with friends and the cycling shorts for a casual outfit that I can dress up”
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Name;Lucy Rumagy Age;20 Occupation; Student at Nottingham Trent University studying Fashion Management (first year) Questions; Why have you bought into the Athleisure trend? Why do you wear garments associated with the trend and for what occasions? “I bought the red trousers specifically for the Notting Hill carnival as I thought it would be perfect for the weather as well as keeping up with the trend, they are lightweight and comfortable and enabled me to spend a long day and night in them. The cropped jumper and cycling shorts I bought mainly for comfort and for an easy and fashion forward outfit to pop on for uni. I like how the shape of the shorts are flattering for my figure.�
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RESEARCH FINDINGS
After conducting primary research , a general overview from Nottingham city has been gained through; -Living in the city for nine months -Conducting research in high-street stores -Conducting street research to see how people dress everyday in and outside of university -Interviewing staff and conducting street style interviews From the insights gained by the above research it is clear that the Athleisure trend is being adopted in Nottingham with open arms. Majority of stores are already stocking the trend all around the city meaning consumers here have a vast amount of choice, and each store has adopted the trend and adapted it to meet their consumers needs. As highlighted by the store manager at Whistles the most popular demographic that are buying into the trend is 18-29 year olds. 29.3% of Nottingham’s population are aged within that range, with 1 in 8 of the total population being full time students. This is likely to be the reason why the trend is so apparent on the streets of Nottingham. Another reason for the trends high adoption rate in Nottingham could be due to Nottingham Trent and The University of Nottingham both being reputable universities popular for fashion, art and design and sport. The Universities have around 60,000 students between them, therefore that’s potentially up to 60,000 people in Nottingham with a passion for fashion, art and design or sport. These are subject areas that means the students will either be creative, fashion forward or sporty which are ideal respondents for adopting the athleisure trend due to its fashion forward, but comfortable and practical approach. (Nottinghaminsight.org.uk, 2018)
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PHOTOSHOOT INSPIRATION POSES
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PHOTOSHOOT INSPIRATION CLOTHING
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PHOTOSHOOT CHOSEN LOCATION
The location chosen for the shoot is the Colville courts and playground. This area has a basketball court, lots of fencing, a play-park and bright graffiti. The vast amount of space gives versatility in terms of poses, and means action shots such as a run and jump can be captured. The bright graffiti gives a colourful background and the basketball court and fencing give the area a sports theme perfect for this trend. Alongside this location, the rooftop of a multi-storey car park has been chosen, there are brightly coloured crash barriers and a view of the city. Page.68
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PHOTOSHOOT CHOSEN OUTFITS
The outfits for the shoot have been chosen mainly from a collection of sportswear, to be paired with more glamorous garments such as the sheer skirt, suit trousers, pleated skirt, check blazer and white shirt. All outfits where laid out together to visualise what they will look like when worn. As aforementioned the statement garments such as the popper trouser, the cycling shorts and the chunky trainer will be included. The use of heels and trainers will be used as footwear for these outfits depending on whether they are more sporty or glamorous. I.e. the yellow tracksuit will be worn with heels and the navy pleated skirt will be worn with trainers.
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MODEL
Laura Brockbank Age; Height; Dress size; Eye colour; Hair colour; Ethnicity;
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27 5�6 8-10 Brown/Hazel Blonde White British
This is a snapshot of Laura’s Instagram account, Laura was chosen due to her sporty athletic streak, it means she will be versatile on shoot and is physically fit and healthy. Her hair is versatile to up or down looks and is a size 8/10 so will fit into the garments provided.
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PHOTOSHOOT
EDITS
The aim and direction for the photoshoot was to use as many different outfits possible to gain a sense of the dynamic range of versatility the 2018 glamorous twist on Athleisure. A range of sporty poses where used, i.e. not worrying about shutting or crossing legs when in trousers, squatting, running and jumping and using playground equipment to show the comfort and leisure side of the trend; even-though 2018 has seen a glamorous twist the primary foundations of the trend is still comfort driven. Page.72
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EDITORIAL DIRECTION
The aim and direction for the editorial was to create a how to wear guide. This is appropriate as the Athleisure trend is trickle up trend so started in street style. Cosmopolitan magazine often have a ‘how to wear’ section in their magazines therefore the choice of magazine is Cosmopolitan. Within Harpers Bazar Harrods do a little pull out book as a style guide for current trends, Cosmopolitan have also done similar pull out. Therefore this editorial is a mini pull out how to wear guide for Athleisure for Cosmopolitan magazine.
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Editorial
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TO CONCLUDE Throughout this report fashion trends have been discussed in terms of the theories behind them, trend forecasting and its importance, and trend influences to gain a detailed insight and understand how fashion trends are used in the fashion industry. After a detailed overview of trends in general the Athleisure trend was identified for SS/18. Extensive primary research has been completed and has revealed key insights into consumers in Nottingham and why the Athleisure trend is so apparent on the streets. This is reinforced by the wide presence of the trend, and getting a managers insight within the high-street stores. Through this report and research it is clear that Athleisure as a trend is at the top of the development stage of the trend life-cycle curve, meaning it is hugely popular currently but has room for development and continuation before peeking. Athleisure is definitely not a fad as its origins can be traced as far back as the Sports luxe trend in the 1920’s. It remains hugely popular with celebrities and social media influencers alike, and due to the scope added by the 2018 glamorous twist the trend will only continue to grown and adapt to current and social affairs.
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Model: Laura Brockbank
Leisure Glam
Use this mini guide to perfect ss/18’s hottest trend. Athleisure with a glamorous edge. Perfect for day or night.
Photographer & Fashion Editor Chloe Butler for Cosmopolitan
Model: Laura Brockbank Cycling shorts: Missguided £15 Bralette: Primark £12 Mesh top: Pretty Little Thing £12 Jacket: Adidas £45 Heels: New look £15.99 Sunglasses: QUAY Australia at ASOS £45
Model: Laura Brockbank Cycling shorts: Missguided £15 Bralette: Primark £8 Trainers: Public desire £29.99 Sunglasses: QUAY Australia at ASOS £45 Backpack: Zara £19.99 Statement Necklace: Urban Outfitters £16
How to wear Find them at; Pretty Little Thing £8 Boohoo £6 Missguided £5
Free the nipple! And do it in style with a cute bralette found at; Primark £8 Urban Outfitters £20 Missguided £12
The cycling short has been named one of the biggest must haves by WGSN for ss/18. They’re glamorous and most of all comfortable and affordable!
Pair with a super-cute leather backpack, to be worn over two shoulders or held in hand Cath Kidson £100 Zara £19.99 Topshop £32
3
Inspired by Balenciaga’s triple s trainers the ‘ugly dad’ trainer is back!
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1- Topshop Ciara £39.99 2- Bronx chunky £120 3-ASOS design £38 1
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Model: Laura Brockbank Trousers: Urban Outfitters £45 Sports bra: Victora’s Secret Sport £43 Shoes: New look £19.99 Sunglasses: QUAY Australia at ASOS £45
How to wear
Pleated culottes suit any size shape and height. They are lightweight and come in many different colours and are a must have for your wardrobe! Urban Outfitters £39 New look £20 Missguided £16
A pair of Statement sunnies can enhance your outfit, so prepare for the sunshine and buy some now! Topshop £16 Miss Selfridge £20 Asos £25
Love them or hate them heels are a must have. Heels with stretchy straps mould to your feet and are more comfy to keep you on your feet all day and night. Pair with your favourite sportswear for a glam edge! Schuh £35 Zara £25 H&M £16
Every great woman owns a great sports bra! Make comfort stylish by pairing with statement trousers. Calvin Klein £30 H&M £16 Missguided £14
Model: Laura Brockbank Trousers: Urban Outfitters £50 Bralette: Missguided £12 Sunglasses: QUAY Australia at ASOS £45
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Model: Laura Brockbank Cycling shorts: Missguided £15 Bralette: Primark £8 Heels: New look £15.99 Sunglasses: QUAY Australia at ASOS £45 Trend Map Report- Athleisure Statement Necklace Urban Outfitters £16
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Model: Laura Brockbank Tracksuit Bottoms: Forever 21 £20 Jacket: Tommy Hilfiger £55 Heels: New look £15.99 Sunglasses: QUAY Australia at ASOS £45
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Trend Map Report- Athleisure 2018