aUTUMN / WINTER 16/17 Trendbook De|Vision 1
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dENIT ROZNER 1202800 EFMM6002 CONSUMER FORECASTING AND CONCEPT DEVELOPMENT cOURSE LEADER: CHARLOTTE RUTTER
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De|Vision
Brand Philosophy
Expertly researched,produced and curated, the DeVision trendbook aims to provide a reliable visual guide to support our clients’ creative vision. Through thorough research and analysis of past and current micro and macro enviroment factors, we are able to offer a clear view of the creative direction of up-and-coming trends. By doing so, we enable our clients to gain a better understanding of the future market enviroment and trends, allowing them to stay one step ahead. Our team of highly motivated and experienced young creatives strives to create a comprehensive trendpack to serve as a reliable source of inspiration for any creative endeavour .
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contents
1 Murmur
6 Concept Board Textures Fabric & Key Shapes Market Analysis Consumer Profile
2 Distortion
16 Concept Board Textures Fabric & Key Shapes Market Analysis Consumer Profile
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3 Frouminism
24 Concept Board Textures Fabric & Key Shapes Market Analysis Consumer Profile
4 Geobliss
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Concept Board Textures Fabric & Key Shapes
Pantone color refferences Refferences
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40
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De|Vision
Overview
1
Murmur
DISTORTION
2
KEY TRENDS
NeoGeo
Frouminism
3
Trend development
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Murmur
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01 Murmur
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01 Murmur
Trend 01 Murmur Ashes to ashes; Dust to dust; Hand in hand, Heart to heart. A silent murmur of solidarity.
Organic textures and ethically sourced fabric. This is the trend for slow fashion. Dusty nudes and muted beiged compliment and contrast earthy browns to create a simple and soft aesthetic. Soft cottons and wools, created for comfort and utility.
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01 Murmur - Texture
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01 Murmur - Fabric & Key Shapes
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01 Murmur - Market Analysis
Market analysis According to Mintel’s latest report on the womenswear market sector, the market has grown by 4.6% in 2013, reaching 24.9 billion gbp. Mintel also estimates the women’s fashion market is forecasted to grow by 22% between 2013 and 2018, reaching 30.4 billion gbp. The raise of the womenswear market is suggested by women’s current attitude. Based on the recovering economy, women are showing increased spending confidenceand have maintained prioritising spending their disposable income on new clothes.
The top three most important factors, for women, when purchasing clothes are:
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01 Murmur - Consumer Profile
CONSUMER PROFILE Target Consumer
A - Innovators B - Early Adaptor C - Early Majority D - Late Majority E - Laggards 2.5%
13.5%
34%
34%
16%
A
B
C
D
E
Jessa, Neo-eco Influencer Jessa is 26 years old and lives in Sydney, Australia. She is a pilates instructor and healthy living blogger. Jessa is a Vegan, she does Yoga and Pilates and believes fashion should be sustainable and ethically sourced. She believes living a healthy life is important and it keeps you beautiful on the inside and out. She enjoys reading vegan cooking blogs and fitness magazines. She prefer her food to be organic and fairtrade and does not purchase anything tested on animals.
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DISTORTION
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02 Distortion
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02 Distortion
Trend 02 DISTORTION THROUGH THE LOOKING GLASS.REDEFINED.
When the lines between virtual and reality become blurred, can you set apart the real from the fabricated? Or is our current reality being redefined by technology? BRIGHT BOLD VIVID It’s the time of Virtual Reality and everything is possible. Vivid imagery intertwined with various sensory elements creating a bold yet slightly distorted image of our new reality.
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02 Distortion - Texture
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02 Distortion - Fabric & Key Shapes
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02 Distortion - Target Market
Market analysis “Mintel forecasts that the men’s fashion market will grow by 27% between 2013 and 2018 as more unisex clothing retailers look to fill the current gap in the menswear market and provide men with a greater choice of trend-led clothes, intensifying competition.” Mintel,2014 As the population ages, fashion retailers will need to grow their target customer bases to include these consumers who tend to have little interest in fashion and mainly buy new clothes motivated by replacement. Mintel,2014 “Good value for money is the main factor men look for when buying clothes in-store, when choosing one retailer over another, although the importance placed on it increases with age. Men aged 55 and over place the most importance on a range of factors, from product quality and availability of sizes to product displays and store tidiness. While 25-34s tend to look for retailers that sell the latest fashion, as well as focusing on the store layout.” Mintel,2014
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02 Distortion - Consumer Profile
CONSUMER PROFILE Target Consumer A - Innovators B - Early Adaptor C - Early Majority D - Late Majority E - Laggards 2.5%
13.5%
34%
34%
16%
A
B
C
D
E
Mike, Millenial Mike is 22 years old and lives in London. He is a photographer as well as an advertising student.. He spends a lot of his time on social media and places great importance on the visual aspects of posts. He carefully curates his own social media posts. He is up-to-date with the latest technology. When given the option,he prefers to enjoy higher amounts of disposable income on purchasing latest gadgets. He plays console games with his friends in his free time and enjoys travelling as well.
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Frouminism
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03 Frouminism
Trend 03
Frouminism Flirty, floral and delicious. Being a woman has never been more enticing and this is the trend to show it. Icy blues hues and fondant pinks paired with frosted mint green, brightening dull autumnal days with pastel flavours. Light chiffons,silk and faux fur. Lace details and cashmere sweater. Soft is key. A modern interpretation to the 1900’s frou-frou aesthetic. Feminine and fun, this is the moment to display your frills!
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03 Frouminism
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03 Frouminism - Texture
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03 Frouminism - Fabric & Key Shapes
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03 Frouminism - Market Analysis
Market analysis “The 7% rise in 25-34s over the next five years will benefit the womenswear market. They are one of the main clothes
shoppers, with 97% of 25-34s having purchased clothes in the last 12 months, the highest rate of all age groups. This age group shows below-average interest in sales or special offers meaning that they are prepared to pay full price for clothes they like.” Mintel,2014
“Young women continue to drive fashion sales, placing such high importance on the latest trends that despite being under increasing financial pressure, they continue to spend their extra money on updating their wardrobes. Future growth opportunities for the sector, however, will come from the rising 25-34-year-old demographic, who are as keen clothes shoppers as their younger counterparts, and the ageing female population who are becoming more style aware and confident about what they wear.” Mintel,2014 “The womenswear market has grown by 4.6% in 2013 to reach £24.9 billion, as women continue to prioritise buying new clothes over other areas of spend. While women’s clothing sales have risen 19% over the last five years, growth in 2013 has been impacted by high levels of discounting.”
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03 Frouminism - Consumer Profile
CONSUMER PROFILE Target Consumer A - Innovators B - Early Adaptor C - Early Majority D - Late Majority E - Laggards 2.5% A
13.5% B
34% C
34% D
16% E
Lena, 32, Athena Woman
Career Woman
Lena is 32 years old and lives in Cologne,Germany. She owns her own Fashion Boutique in Cologne. She also blogs in her free time and is moderately well-known on social media platforms, which she constantly checks and updates. She enjoys reading glossy magazines such as Mr. Porter and Vogue but also likes reading Drapers, to which she is subriscribed to, She enjoys eating healthy,in general, but will not hesitate to binge-eat Nutella out of the jar on a bad day. Lena also enjoys drinking wine. She prefers Pinot Grigio. Although she does not go out often,as she keeps herself quite busy throughout the week,when she does she prefers a hip restaurant or a quiet bar, where she can have a relaxed chat with her friends.
Affluent
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GEOBLISS
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04 Geobliss
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04 Geobliss
Trend 04 Trend development
GEOBLISS As the weather gets colder, the colors get bolder and the shapes are more geometricalinspired. A feminine trend with a bit more edge., a frou frou aesthetic with a utilitarian approach. An antithesis between the soft pinks and the bold blues. Structured,tailored suits and coats in excitingly delicious nuances. Feminine but edgy, this trend appeals to a woman with a mind of her own, a confident personality with playful taste.
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04 Geobliss - Texture
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04 Geobliss - Fabric & Key Shapes
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Refferences
Pantone color refferences Murmur 19 1116 Pantone TCX/ TPX Carafe
15 1217 Pantone TCX/ TPX Mojave Desert
16 1320 Pantone TCX/ TPX Nougat 11 4201 Pantone TCX/ TPX Cloud Dancer 11 0510 Pantone TCX/ TPX Afterglow
DISTORTION 12 0752 Pantone TCX/ TPX Buttercup
18 1561 Pantone TCX/ TPX Red 2000
11 0615 Pantone TCX/ TPX Pear Sorbet
18 5203 Pantone TCX/ TPX Pewter
18 0125 Pantone TCX/ TPX Artichoke Green
19 5708 Pantone TCX/ TPX Jet Set
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Refferences
Frouminism 15 6322 Pantone TCX/ TPX Light Grass Green
Pastel 9382 C Pantone Pastel Coated Pastel 9163 C Pantone Pastel Coated
Pastel Magenta 0521 C Pantone Pastel Coated
15 1435 Pantone TCX/ TPX Desert Flower
NeoGeo Pastel Green 0921 C Pantone Pastel Coated
Pastel Red 0331 C Pantone Pastel Coated
Pastel Blue 0821 C Pantone Pastel Coated
16 1542 Pantone TCX/ TPX Fresh Salmon
Pastel Violet 0631 C Pantone Pastel Coated
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Refferences
Refferences Images 1-6: http://tanikel.deviantart.com/art/Into-theDust-302499351 http://joe-maccer.deviantart.com/art/The-Soft-Parade-295802347 http://www.glogster.com/blueviola121/ashessnow-the-ash-is-in-our-clothes/g-6l9dt8semvu64pmeci8r4a0 http://www.silversterling.com/?&archived=&items_p_page=160&page=5&product_ id=2487 WGSN Image Library
Images 7-13 http://www.flickr.com/photos/kenmccown/3741281267/ http://www.swbk.com/?p=6367 http://thesensesperception.tumblr.com/ http://uk.pinterest.com/ pin/353110427008710586/ WGSN Image Library
Images 14-21 WGSN Image Library
Images 22-26 www.jeskalee.com
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Refferences
Images 27-31 http://space-art.fr/figuratif-zest/ http://www.trendhunter.com/trends/kwangho-shin http://thingsorganizedneatly.tumblr.com/page/2 http://joe-maccer.deviantart.com/art/Changes-298254898 http://joe-maccer.deviantart.com/art/The-Soft-Parade-295802347
Images 32-37 http://thewolfjumpedoverthemoon. co.uk/post/75326856279 http://space-art.fr/figuratif-zest/ http://www.flickr.com/photos/gamma-infinity/3109085567/ http://www.saatchiart.com/art/Painting-Vessel-II/180898/98168/view http://www.grenomj.com/
Images 38-43 WGSN Image Library
Images 44-48 www.qmike.com
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Refferences
Images 49-56 http://opaqueglitter.com/post/60774874132/private-elegance-by-paolo-roversi-for-vogue http://sexyqueen.tumblr.com/ post/27754639560/let-them-eat-lace http://turningpoint2.tumblr.com/ post/77139909022 http://wakeupinfrance.tumblr.com/ post/16429418034 http://pinkfrou-frou.tumblr.com/ post/40451845966 http://us.anthropologie.com/anthro/pdp/ detail.jsp?&id=26589184&navAction=jump&catId=HOME-NEW2&cmm _ mc=Pinterest-_-2013A _ nthropologie-_-Decorating%20Details-_-Stitch%20 Striped%20Pillows#/ http://www.stylebubble.co.uk/styleb_ ubble/2014/10/magic-forest-attire.html
Images 57-62
http://ruffle-licious.tumblr.com/ post/41519779583 http://whimsyppl.tumblr.com/ post/41197672084 http://yuki-fujisawa.com/ http://www.stylemepretty.com/gallery/picture/496322/ http://thats-ten.tumblr.com/ post/15491037216
Images 63-70 WGSN Image Library http://indulgy.com/post/
Images 71-78 www..colognesgotstyle.de Photos taken by author.
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zoiE0GWdc1/pinned-image http://www.net-a-porter.com/intl/ product/322599?cmm _ mc=LinkshareUK-_-QFGLnEolOWg-_-ProductFeed-_-Chloe&siteID=QFGLnEolOWg-XQ _ 9CQePzMDKIOVibAFjeA http://ohsuzeq.tumblr.com/ post/10176501596
Refferences
Images 79-83 http://jencheema.tumblr.com/post/25872960298 http://blog.bbnnt.com/post/48343022980/opening-ceremony-tokyo http://milh-diy.com/shop/fils-cordes/555-fil-scoubidou-vert-menthe-glacial.html http://heladodenata.tumblr.com/ post/74380083358 WGSN Image Library
Images 84-90 http://www.flickr.com/photos/sdosremedios/71690897/ http://huamao.tumblr.com/ post/7087909035 http://www.flickr.com/photos/ janetlittle/8519051851/ http://o-c-u-l-t-o.com/ post/40116129808/berta-fischer WGSN Images Library http://www.designformankind. com/2012/02/matt-wisniewski/comment-page-1/#comment-89982 http://franccz.co.vu/
Images 91-97 WGSN Image Library http://modaoperandi.com/tata-naka-fallwinter-2013/look-8
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