Trend Journal Chloe Isabella Magpayo FASM 245
An everyday contemporary take on the classic trench coat. From rainy to cold weather, this trend takes versatility to a whole new level.
Saks 5th Avenue Saks 5th Avenue should take this trend seriously as it is already considered a wardobe staple. This suggests that it would be a success in-store and online. The retailer should buy this trend in large quantities from luxury brands. This trend will last because trench coats have never gone out of style, making constant comebacks on the runway and is constantly developing and shifting to the market’s needs. If sales aren’t as projected, the retailer could place the trend on markdowns for the Christmas season as the perfect gift for the holidays. The retailer could also place the trend on markdowns during the summer season in anticipation for the fall.
Trenched
Saks should stick to coats as a category and buy the trend in variations of muted brown to grey. Already, the retailer carries luxury brands that produce the trend such as Chloé, Rag & Bone, Theory, and Burberry, a brand most famous for this trend. As for the price, these coats retail from $500-$2,000.
Citations Need Supply: Farrow Greta Trench, Instagram @pernilleteisbaek, Chloé Spring 2018 Runway
Not just a cowboy thing, this trend can be seen from editorials to the street fashion. Cowboy boots make the perfect accessory and add the right amount of flare to an outfit.
Urban Outfitters While Urban Outfitters already carries boots as part of its product assortment, it should take this trend and reflect it into its line-up as it is becoming quite popular. Already, the brand’s target market is aware of this trend, as seen on the runway and Instagram, and is on the hunt for the product category. Since this will most likely be a seasonal trend, the retailer should buy it in a small quantity as it is a niche product. As the retailer continually has markdowns and sales, the trend could be set up in that category, if sales aren’t as projected. This trend may also be placed on markdown before Fall or Winter or during the end of season sale in November. Urban Outfitters should stick to mid-ankle and ankle designs of this trend as this seems to be a popular choice for its target market. Other than its in-house brand, the retailer should carry this trend from brands such as Vagabond and Calvin Klein. As for the price, these boots retail from $79-$300.
Citations Alexa Chung NYFW 2018, Isabel Marant Fall 2018 Ready To Wear, Christian Vierig NYFW 2018
Yee-Haw!
Once thought as tacky, animal prints are slowly making a comeback into society.
Topshop Topshop, often found as a follower for trends will see this specific trend as a good investment. The brand’s target market is composed of teenagers to young adults who look for mid-range alternatives to popular trends seen in magazines and fashion. As this is a versatile trend, the brand should buy this in a medium quantity but for multiple product categories. This trend comes and goes and is considered a fashion product rather than niche or core. If sales aren’t as projected, the brand can include the trend items during their end-of-season deals or occasional promotions. The retailer also has a rack in-store with “last pieces.” If the trend is not entirely sold out, it will stand out if placed on this rack. Topshop can buy this trend as a crop top, blouse, dress, skirt, basically any product category including lingerie and socks. This trend will be carried mostly by its in-house brand. Price wise the trend can go from $6 to $210 depending on product placement.
Jungle Fever
Citations Area FW 2018, Baum Und Pferdgarten Spring Summer Bright color runway 2018, Ganna Skirt, harley viera newton michael kors spring 2018 runway show
It started out as a “skater” accessory, often used for practicality and feasibility, shoelaces as belts have begun to make an appearance in other social groups.
Dollskill Dollskill, a more urban and quirky retailer will find this trend to be a good investment amongst their products. Similar to Zumiez, Dollskill appeals to a target market composed of midincome individuals from the ages of 16-28. As this trend can be used in multiple ways from jeans to dresses, the retailer will not have a hard time incorporating this into its product assortment. If sales aren’t as projected, Dollskill can re-categorize the product into its shoe category as interchangeable shoelaces. This makes it so that the retailer does not lose sales in any way. This will also happen if the trend does not fully sell out as this is a niche product rather than a core or fashion product. Dollskills is a retailer carrying labels like I.AM.GIA and ripndip, this trend can be applied to a multitude of its brands. It will be added onto jeans, shorts, skirts, and dresses. It is a subtle statement that adds almost little to no cost towards the product. Specifically, the price will be $1-$3 in addition to the product’s cost. Citations @temich Instagram, Off-White 2017, Acne 2016, Zumiez Jeans 2018
Tied Up