Wen Jie Deng( Cindy ) T0005550
TREND REPORT A/W 15 Wing Yan Chow ( Coey) T0001707
Hon Man Chu (Jackie) T0006925
CONTENT CH 1. VM & IN-STORE TRENDS - Manufacturer - The Playground - Ligneous World
CH 2. CREATIVE DIRECTION - Just Got Up - Underground - Fake Hipster
CH 3. PRINT & GRAPHIC
CH 1. VM & IN-STORE TREND
Manufacturer
- The Font - Plaid - Urban Camouflage
The Playground
CH 4. SPORTSWEAR & MENSWEAR
Ligneous World
- Navisualisation - Head to Toe - Shearling
CH 5. UNIVERSAL WORKS
MANUFACTURER Manufactuer interior designs are being more popular around the world. In most of the countries, there are lots of boutiques and cafes started on this trend when they are re-decorating their stores. In this few years, we can notice that many visual merchandising and instore interiors trends are coming on a manufacture style. In this trend, it is easy to spot with some metal and wooden materials in the retail store which is decorated in the manufacture style, such as tungsten light bulbs, metallic furnishings, bricks walls and cement templates etc.
By taking a look on more different examples, in our opinion, the colours in black, White and Grey are really suitable with manufacture designs, we can notice that there will create a loads of different vary by using those colour palettes.
FACTORIES PALETTES
This trend will focused more on the colour language and the use of colour. Colourful designs can make people happy, and mischievous interior designs can let the customers impressed more on your brand. In those seasons, the mischievous visual merchandising and in-store trend will being one of the key decor elements for the trendy fashion brands. In those stores, g eometric shapes and also with sharp and glaring colours such as hot cerise, transit orange, lime sign will be the dominant elements for this in-store design trend. And the visual merchandisers will try to put as much colour elements as they can in the whole in-store decor, to create a pleasant atmosphere for their customers.
THE PLAYGROUND
MISCHIEVOUS COLOURS
LIGNEOUS WORLD
FEEL LIKE NATURAL
Nowadays, the masses are tr ying to connect with the natural life and trying a give a balance between daily life and the nature. By using a natural material – wood and physical colour schemes such as tallow, dewpoint, chinchilla beige and brown sugar in the store interior and visual m e rc h a n d i s i n g u s e, t h o s e co l o r schemes may bring a comfortable and unrestrained environment to the customers. By those reasons, wooden Nature has become the most common architec ture and interior design element, and it is widely used in the housing and stores interior design.
CH 2. CREATIVE DIRECTION
Just Got Up Underground Fake Hipsters
A WALL DISPLAY IN RITTER SPORTS AT BERLIN (JAN, 2015)
JUST GOT UP Sweaters and knitted fashion products are always being the most popular fashion items i n F a l l a n d W i n t e r, after taking a look on some trade shows and catwalks of A/W 2015, we have found a creative direction trend that called “Just out of bed”. By taking a look on the pictures, you can notice that the ribbed and dyed details have been used widely on
this trend, by mixing such as budgerigar blue, and matching with an tallow, pechette and o v e r s i z e d t r a c k s u i t , pommel place etc. leggings or a blazer vest can bring out a tone of voice of “Bedclothes are waking up the city”, and also echoed an effect on 90s fashion. On the other hand, we think that this trend has given us a sensibility of being idle, just like a warm morning from the weekend, by used some physic pastel colours Pringle of Scotland Fall 2015 Menswear
LAZY IN BED
UNDERGROUND In the designers collec tions and trade shows of A/W 2015, such as Moschino, House of Holland and Opening Ceremony, we can easy to spot on this trend. This trend is one of most common directions in the fashion street styles, and it will bring out a sense of insurgence by
its colour palette, textile and style of the products. In this trend, the textiles and patterns will be the most dominant essentials. From the colourful graffiti, cartoon patterns, quotes on the products, you can have a sense on hows the daily life and habits of the people in this trends.
Opening Celemony Pre-Collection A/W 2015
House of Holland Pre-Collection A/W 2015
PLAY IN COLOURS
Nadia Zehra A/W 2015
Fake Hipster trend is come from the downshifting lifestyle which become more popular nowadays, the people started to attach importance to the quality of their living habits such as what they buy, eat and wear. The vocabulary of“Handmade”, “Simple Designs”, “Highquality”, “Designer made” are widely used by the brands for attracting the hipsters.
FAKE HIPSTER
DOWNSHIFTING TONE
CH 3. PRINT & GRAPHIC
The Font Plaid Urban Camouflage
T H E F O N T The fashion weeks and trade shows of A/W 2015 have been given us a glimpse for the print and graphic trend on the font that we can see in this winter. In some of the design collections, we can find there are some typography designs of words or messages or symbols plastered on the collars, sleeves and chest placements of the
sweaters and t-shirts. On the other hand, we find that this trend has been risen up since 2014, and there seems without a doubt by continuing to evolve into the A/W 2015 fashion industry.
Acne Studios Fall 2015 Menswear
Moschino Pre-fall 2015
COLOUR IN WORDS
PLAID New trends are always making their way on mixing into the existing fashion scenes, and there will bring a perfect throwback for us to relive. In every season, the traditional patterns have been shown to be changing direction and expanding its horizons by adding some more new related elements, for example the plaid and tartan patterns are always be the great examples in this trend. For A/W 2015, there brings a newly bright and colorful interpretations and option from classic to grunge, and you will see the plaid in classic red and black is the standout check for outwear in this season.
Haider Ackermann A/W 2015
Victoria, Victoria Beckham A/W 2015
Acne Studio A/W 2015
HERTIAGE PALETTES
URBAN CAMOUFLAGE Tapestry floral, a form design technique which have been widely performed since the Medieval era, carved into history as one of most notable textile style. Its elegant and delicate pattern gives out an aura of royal and class, as such design can only be afforded by the nobility. Such design has now been given a new impression within the fashion domain, collided with floral and other natural patterns, and it is called the urban camouflage.
Erdem A/W 2015
Matthew Williamson A/W 2015
Clover Canyon A/W 2015
Simone Rocha A/W 2015
Tapestry floral is indeed a sewing technique which rather repeating and for some, it is depressingly boring. But with a touch of natural elements, the Urban Camouflage has made tapestry more alive and visually interactive. The colours are bright and eyes-catching, but yet very comfortable, much like a painting of a flower field. What also made Urban Camouflage stand out from original tapestry is its creativity as the pattern are able to float with the garment, not fixed, like the old Tapestry pattern.
WEAR WITH NATURE
CH 4. SPORTSWEAR & MENSWEAR
Navisualisation Head to Toe Shearling
NAVISUALISATION
The gloominess colours such as navy blue, venetian crystal and mineral hematite are dominating in the A/W 2015 fashion trends. These colours lead a trend called navisualisation that are one of the most popular trends in the previous fall and winter’s fashion, moreover they are alway the best choice for your autumn and winter wardrobe, by the intense, sophisticated and effortless that brought from the colours in this trend, but both classic and sharp at the same time. Those colour palettes can be worn together and work well as a clothes styling for menswear.
Gieves & Hawkes A/W 2015
SHADES OF GREY
Calvin Klein A/W 2015
HEAD TO TOE
It might not be an good idea for you to wear one tone colour in the past, because this is really easy to be messed up. But in the 2015 London Collection: Men, Alexander Mcqueen, Pringle of Scotland, Joseph have shown you how to play with the headto-toe style. By putting layers on and using different textures, you can see it doing well with clearly in black, white and grey. Hermes A/W 2015
Rick Owens A/W 2015
ALL IN ONE COLOUR
SHEARLING According to different reasons, the shearling style has been set for an remarkable return to the A/W 2015 fashion trend. The leather and fur elements which the menswear fashion industry has been lost for a few years, and this makes a little throwback to the 60’s and 70’s fashion. In conclusion, shearling will be one of the popular fabrics for menswear designs in A/W 2015, moreover, Tom Ford and Burberry have been shown a great example in it. Band of Outsider A/W 2015 Hackett London A/W 2015
Tom Ford A/W 2015
STUFF GOODS Topman Design A/W 2015
UNIVERSAL WORKS. Universal Works is a cloth store that newly opened from the late 2008 with their first collection of the Autumn Winter 2009. They are aiming to mix the great British clothing heritage with a modern and more international feel in order to make the cloth wearable; sustainable and affordable. It is a brand that offers great fit and great quality at a reasonable price. They want to be universal in its appeal and easy enough to work for
men in everyday settings at work and play. Universal Works believe that clothes always reflect the owner’s personality and his her style of the founder. For instance, real honest menswear that defies the trends and whims of fashion. The ideas come from a humble blue-collar background.
We have put four words to describe the menswear fashion industry, including lavishness VS popularization and machine-made VS hand-crafted. According to the perceptual map above, we can know where Universal Works positioned in the market and also we have found that Universal Works has quite a lot of competitors in the menswear fashion industry, such as G-star, Levis, Fred Perry etc.
STORES
After taking a look on the in-store decor of Universal Works, we noticed that the decoration style of it is matched with the trend of Ligneous World that we mentioned before. From the stores of Universal Works, they have used a lot of natural materials and physical colour schemes in the store interior and visual merchandising use, and those elements are resemble with the trend of Ligneous World. By the reason of wooden nature trend is really common in the visual merchandising and interior use, in our opinion, this interior style can keep going on in this few seasons.
UW does not have a lot of advertising for that brand p ro m o t i o n s , b u t t h ey are keen on the social media platform such as Fa c e b o o k , I n s t a g r a m and also have a blog on their website to let the customers know the latest activities of Universal Wo r k s . O n t h e o t h e r hand, Universal Works are active in the trade shows a n d fa s h i o n we e ks i n every year, and it will be a great and interesting way to keep in touch with the other customers.
PROMOTION
FOOTWEAR & CLOTHING RANGE 1. FAKE - HIPSTER
We observed that the target customers of Universal Works are mostly focus on the downshifting lifestyle which is popular nowadays, they emphasize the importance onto the quality of the products that they buy and wear, so that, the tone of voice of Universal Works can attract the hipsters to buy their products. In the other hand, the designs and products cuttings of Universal Works are simple and clean, thats can keep a smart and neat image for the customers.
2. THE FONT
We noted that, the print and graphic trend of typography that appeared frequently in the fashion shows and trade shows of A/W 2015, has been widely used in the designs of Universal Works. This trend has been risen up since 2014, and there seems without a doubt by continuing to evolve into the A/W 2015 fashion industry. By using this trend, the designers or brands can externalize what they want to said and their ideas to the customers directly.
3. HEAD TO TOE
After taking a look on the fashion show and the collection images of the Universal Works A/W 2015, we affected that the head-to-toe trends has been widely used in it. According to most of the people said, it is really hard to wear in all one tone colour on the body, and it is really hard to style it with different layers. But after looking at the mix and match of the one-tone colours designs that Universal Works has been used in their collection, we are really hard to believe that they can give a great usage on the head-to-toe trend, and it will be more easier to wear with this trend, isn’t it?
Universal Works A/W15
Universal Works A/W15 LCM Presentation
BOOKS
REFERENCES
1. BRANNON. E. L., 2010. Fashion Forecasting: Research, Analysis and Presentation. New York : Fairchild 2. EDELKOORT. L., 2014. Trend Union trends : hiver 15/16 = winter 15/16. Paris : Trend Union 3.GAIMSTER. j., 2011. Visual Research methods in fashion. Oxford : Gaimster 4. GALE. C. and Kaur. J., 2004. Fashion and Textiles: an overview. Oxford ; New York : Berg 5. JARMAN. R., 2005. The worst fashion trends in the world. London : New Holland 6. KIM. E., FIORE. A. M., and KIM. H., 2011. Fashion Trends: Analysis and Forcasting. Oxford : Berg 7. KING. H., 2008. Fashion. Oxford : Heninemann Library 8. KORGAN. T., 2008. Visual Merchandising: window and in-store displays for retail. London : Laurence King 9. LYNCH. A. and MITCHELL. D. S., 2007. Changing Fashion: a critical introduction to trend analysis and meaning. Oxford ; New York : Berg 10. MCKELVEY. K. and MUNSLOW. J., 2008. Fashion Forecasting. Chichester : Wiley-Blackwell 11. RAYMOND. M., 2010. The Trend Forecaster’s Handbook. London : Laurence King 12. OKONKWO. U, 2007. Luxury Fashion Branding: Trends, Tactics, Techniques. Basingstoke : Palgrave Macmillan 13. SANTA. L., 2009. Graphic Fashion: Design, Illustration and Trends. Palermo : Promopress
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WEBSITES & BLOGS 1. BUMPUS. J., 2015. Ways To Wear: Style Tricks From The Boys. Vogue [online blog]. 13 January. Available at: http://www. vogue.co.uk/ fashion/trends/2015-16-autumn-winter/ways-to-wear-menswear [Accessed 7 April 2015]. 2. DYSTANT. L., 2014. Introducing Universal Works “Workshop Denim - Made in England. Selectism [online blog]. 31March. Available at: http://www.selectism.com/2014/03/31/introducing-universal-works-workshop-denim-made-in-england/ [Accessed 20 April 2015]. 3. Harper’s Bazaar, 2014. Shows & Trends [online]. London : Hearst Magazines. Available at: http://www.harpersbazaar.co.uk/fashion/ shows-trends [Accessed 27 March 2015]
4. PATTERNBANK., 2015. London Fashion Week Womenswear Print Highlights Part 1 - Autumn/Winter 2015/16. Patternbank blog [online blog]. 26 February. Available at: http://blog.patternbank.com/london-fashion-week-womenswear-print-highlights-part-1autumnwinter-201516/ [Accessed 15 April 2015] 5. PATTERNBANK., 2015. London Fashion Week Womenswear Print Highlights Part 2 - Autumn/Winter 2015/16. Patternbank blog [online blog]. 3 March. Available at: http://blog.patternbank.com/london-fashion-week-womenswear-print-highlights-part-2autumnwinter-201516/ [Accessed 15 April 2015] 6. PATTERNBANK., 2015. Menswear Autumn/Winter 2015-16 Print trend highlights: London, Paris & Milan - Part 1. Patternbank blog [online blog]. 30 January. Available at: http://blog.patternbank.com/menswear-autumnwinter-2015-16-print-trend-highlights-londonparis-milan-part-1/ [Accessed 31 March 2015] 7. PATTERNBANK., 2015. Menswear Autumn/Winter 2015-16 Print trend highlights: London, Paris & Milan - Part 1. Patternbank blog [online blog]. 30 January. Available at: http://blog.patternbank.com/menswear-autumnwinter-2015-16-print-trend-highlights-londonparis-milan-part-1/ [Accessed 31 March 2015] 8. PATTERNBANK., 2015. Menswear Autumn/Winter 2015-16 Print trend highlights: London, Paris & Milan - Part 2. Patternbank blog [online blog]. 3 February. Available at: http://blog.patternbank.com/menswear-autumnwinter-2015-16-print-trend-highlights-londonparis-milan-part-2/ [Accessed 31 March 2015] 9. PATTERNBANK., 2015. New York Fashion Week Womenswear Print Highlights Part 1 - Autumn/Winter 2015/16. Patternbank blog [online blog]. 19 February. Available at: http://blog.patternbank.com/new-york-fashion-week-womenswear-print-highlights-part-1autumnwinter-201516/ [Accessed 5 April 2015] 10. PATTERNBANK., 2015. New York Fashion Week Womenswear Print Highlights Part 2 - Autumn/Winter 2015/16. Patternbank blog [online blog]. 24 February. Available at: http://blog.patternbank.com/new-york-fashion-week-womenswear-print-highlights-part-2autumnwinter-201516/ [Accessed 5 April 2015] 11. SELECTISM., 2015. LC:M Preview | Universal Works Fall/Winter 2015 [online]. Selectism. Available at: http://www.selectism. com/2015/01/07/london-collections-men-preview-universal-works-fall-2015/ [Accessed 20 April 2015] 12. WEIR. L., 2015. Top Ten Trends We Loved In New York [online]. Vogue. Available at: http://www.vogue.co.uk/fashion/trends/2015-16autumn-winter/top-ten-trends-we-loved-in-new-york [Accessed 29 March 2015]
FILMS & VIDEOS 1. Universal Works Pass - A/W 15, 2015. [online video]. Directed by Universal Work and Billy Craigan-Toon. Nottingham : Universal Works 2. Visual Merchandising, 2009. [DVD]. Florida : DE Visuals, 2009.