MICRO TRENDS

A huge trend for 2017 is personalisation. Lots of companies have been allowing customers to purchase personalised products. The trend revolutionised with the 2014 Coke campaign, just by simply printing labels with a selection of over a thousand popular names Coke sold a massive 150million bottles. -(Coke2014)

Nutella and Nike have also incorporated personalisation into their products, this trend has even seen completely new websites dedicated to personalised items such as GettingPersonal.co.uk

Social media is a huge part of 2017 modern living, it is also a huge platform for fashion, customers can access fashion blogs, fashion inspiration and other peoples Instagram accounts. Through this lots of people find items of clothing that they would like to buy however it can be extremely annoying when you see a product you want but cannot find where to buy it from. ASOS have realised this issue and have created a function within their app to detect imagery that is uploaded by its customers and suggest similar products. An example of this is below. Social Media

Very already have a very extensive app as mentioned earlier, they could very eaisly follow in ASOS’s footsteps and include something like this into their app. This would mean they are keeping up with competitors as well as adhering to their customers needs more efficiently. 26

The sheer micro trend has really taken over this year, sheer can be found anywhere from catwalk and high end fashion to low end fashion retail stores such as Primark. Very.co.uk already sell garments that adhere to this trend however it has not been marketed. Nearly all of Very’s celebrities who have bought out lines or have appeared in campaigns are middle aged mother figures such as Rochelle Humes, Holly Willoughby and Fearne Cotton. Due to the types of celebrity they are choosing items like their sheer tops arent being marketed. However if Very where to use models who are younger and will appear to their younger millennial target audience garments of a sheer nature can be marketed. Bellow shows examples of garments Very already sell, however they are not necessarily subtitle for the market they are advertising to.