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F A S H I O N Ellie Nicholls N0668833
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Contents Introduction
Trend forecasting Economic Influences Social Influences Cultural Influences Role of the Media Conscious Consumption Key Trends of SS/17 Shop Safari Street Style Styling Shoot Editorial Editorial Conclusion The future for trends
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Introduction This report will discuss trendforecasting,its importance to the fashion industry and its relevance in fashion marketing. I will evaluate the various influences over trends and discuss how these affect the diffusion of a trend. An analysis of 4 key SS17 trends and a Shop Safari is included to evaluate how high-street retailers translate trends on the runway and make them accessible for the mass consumer. To conlude I will discuss the future for trends in regards to economic and global issues.
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Trend Forecasting The term “trend” is often over simplified to new garments and styles available in store, how they are worn on catwalks or on celebrities and how they can be translated to the everyday consumer. However, trends serve a much larger purpose and importance within the fashion industry: identifying and acting on emerging trends helps companies to capture market opportunities, test risks, and encourages innovation – all of which could contribute to generating profits. One of the biggest challenges businesses face today is responding to a constantly evolving world in which competitors seek to adapt faster, this is because a brand can do very little to change a demographic of a trend or a widespread shift in consumer consciousness, but if the brand anticipates or reacts to such forces within the correct time frame it can be used to their advantage. In fact, designers typically start conceptualising products for a new season at least one year prior to the selling season. Therefore, for retailers, knowing what customers will want to wear is much more than just important information – it is essential for success, to ignore these said predictions could be detrimental to a business. Therefore, companies must consider their core capabilities and the market they operate within as well as external forces and the narrower trends that they can pursue.
Trend forecasting is an overall process that focuses on other industries such as automobiles, medicine, food and beverages, literature, and home furnishings. Fashion forecasters are responsible for attracting consumers and helping retail businesses and designers sell their brands. - Wikipedia, 2017
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Fashion Cycles The graph below shows the life cycle of a “fashion style”, styles vary in terms of their rates of acceptable and duration over time, this demonstrates that styles have varying life cycles. A fashion style is accepted and disseminated among people at a moderate rate: it is slowly accepted and adopted when first introduced to the market, rises rapidly, reaches saturation and then gradually declines. Marketers may introduce an extension strategy, in which the style is modified to ensure its longevity to meet consumers constantly changing demands. Fig 4.
Unlike a fashion style, a fad style becomes popular extremely rapidly, reaching its peak in a short period of time and then suddenly reaches imminent decline. Fad styles tend to attract a limited amount adoption and may only be adopted by certain social and subcultural groups. An example of a fashion fad, is the conical bra. Duing the 1950’s the conical bra, also called a torpedo or bullet bra, ws made popular by Hollywood glamour girls like Marilyn Monroe - the design fell out of favour by the 60’s, but re-emerged in the 1990’s, notably worn by Madonna. The classic styles are typically adopted at a far slower rate at the beginning of its lifecycle, compared to fashion and fad styles. Classic styles are widely accepted and have great staying power within the fashion industry for an extended period of time, with slight variation in detail. A classic style is likely to be accepted by various social groups, because the designs are commonly basic and simple.
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“A fad may be revolutionary or extreme in design compared to other existing styles” – Sproles & Burns, 1994.
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Trickle-down Effect The trickle-down effect is a model of product adoption in marketing. In regards to the fashion industry, it states that trends flow down vertically from the upper classes to the lower classes within society, each social class influenced by a higher social class. In this model, a trend is first offered and adopted by people at the top strata of society and gradually becomes accepted by those lower in the strata.
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Trickle-up Effect The trickle-up or bubble-up effect suggests that innovation is initiated from the street and adopted from lower income groups. The innovation eventually flows to upper-income groups; thus, the movement is from the bottom up. Coco Chanel believed fashion ideas originated from the streets and then were adopted by couture designers. This can be seen in her nautical themed 1917 collection which was inspired by the striped Breton tops worn by French sailors, the pieces mimicked the masculine silhouettes and stripes.
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Social Influences Fig 7.
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There have been many social changes in history that have consequently lead to the creation of new trends and influenced fashion change. For example, drastic shifts in sex roles from 1890 to 1985, lead to the participation in the work force of women between the ages of twenty-five and fortyfour soared from 15 to 71%. As a result of this dramatic social change, the power suit emerged worn to display women’s status in the work place, consisting of a jacket with exaggerated shoulder pads and skirt.
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Wearing a pantsuit was the expectation at the time if you were to be taken seriously as a business woman
The Power Suit
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-Shira Tarrant
Cultural Influences Often many trends are influenced by subcultures displaying unique styles that overtime diffuse to become a mainstream style. To illustrate, hip-hop fashion originated from African Americans and Latinos in 1970s New York. The trend which included tracksuits, bomber jacket and bucket hats, became increasing popular throughout the 1990s and 2000s due to commercialisation by major fashion brands including Tommy Hilfiger, Timberland and Nike. In addition to this, many fashion companies used celebrity endorsement from the likes of Aaliyah, Britney Spears and popular rappers to boost the trend further.
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HIP-HOP
Not only has hip-hop become a huge fashion trend, but it has also spread into the realms of music, vocal style, grafitti art, dance and slang. Often cultural influences reflect social, economic and political realities of the world, and result in ways of protesting and transgressing these boundaries in an empowering way, through these new found trends.
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Economic Influences Times of economic pessimism can have a negative effect on the application of trends, as consumer are more conscious when spending especially on higher priced goods such as luxury fashion. For instance, in the recession of 2008, consumers purchased lower priced goods available in the value market from discount stores and value fashion retailers, with many limiting their fashion style to basic. As a result of this, many high fashion brands who are dependent on US and European markets, were forced to cut prices and introduce ready-to-wear garments at a lower price point. However, a 2013 Mintel report showed brands such as YSL, Bottega Veneta and Gucci recorded €6bn annual profits on sales of €28bn (£24bn). This is due to a growth in the luxury fashion market in untraditional markets such as China, with sales increasing at more than 200% a year - as a result of China’s growing economy.
The Hemline Index
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Economics is not just limited to affecting the sales of certain trends, but also its design.In 1962, Goerge Taylor presented the ‘Hemline Index’ theory, which suggests that hemlines on women’s dresses rise along with stock prices. In good economies, we get such results as miniskirts, as seen in the 1960’s or in poor economic times, such as the 1929 Wall Street Crash, hems can drop almost overnight. The graph above shows hemlines over the last 90 years in correlation with the value of stocks.
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Conscious Consumption Technological advances over the last 100 years, such as textile innovation and production technology, have had a huge impact on how quickly a trend can be adopted over the varying markets. For example, the revolutionary textile breakthrough in the 1920s allowed expensive fabrics such as silk to be mimicked at a lower cost. The invention of rayon (a cheaper silk alternative) which could be made in large quantities at low costs, meant more women could adopt the flapper dress. Another example is the development of computer aided design (CAD) and computer-aided manufacturing during the 1990s. This advancement in production technology facilitated mass production, allowing “fast-fashion” such as Forever 21 and Zara to provide consumers with the latest trends at low prices.
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The “fast fashion” phenomenon has consequently led to growing concerns over consumption, as more consumers are becoming aware of the negative impact it can have on the environment and people: from increased landfills to toxic chemicals, poorer working conditions and sweat shops. However, many experts believe that consumers are in a “pre-awareness phase” when it comes to sustainable and ethical fashion, with only a small demographic of consumers demanding sustainability and transparency in how brands garments are manufactured. As a result of this, many brands are still performing and manufacturing to suit the needs of the fast fashion consumer, therefore the adoption of new trends will remain extremely fast until there is a greater movement into conscious consumption.
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Social Media Fashion blogs, YouTube and social media platforms such as Instagram have allowed global consumers to share new fashion trends and innovation, with over 56% of online adults using more than one social media platofrm. As a result of this, fashion change across the globe has been accelerated because users can identify trends, potentially not yet available in their home country, thus increasing the demand for retailers to provide such styles. Fig 14.
Nowadays, fashion brands are using the rise of social media alongside fashion leaders, who have influenced the creation and circulation of new styles: there is nothing more important to a designer than getting their clothing into the public eye. Celebrity endorsement not only helps put brands into the public eye, but also help brands gain instant recognition and increased interest. A celebrity endorsement signals to consumers that the brand they’re purchasing is both on trend and in demand. More importantly, an endorsement gives a brand an opportunity to tap into that celebrity’s market, particularly the social media platform they use as this provides immense scope for promoting brands. For a high-street brand, such as Missguided and Topshop, it is more viable that they would use a fashion blogger or YouTuber in new trend campaigns, as consumers perceive these fashion leaders of having a more attainable and realistic style.
Blogging is continuing to grow, with over 409 million people viewing more than 23.6 billion pages each month on WordPress alone. -Smartinsights.com 2017
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Key Trends: SS/17 Following a detailed analysis of current trends from ‘The Big Four’ SS17 fashion weeks: Milan, London, Paris and New York, as well as, carrying out shop safari’s throughout high-street stores in Nottingham’s city centre, I identified four main emerging trends. The trends include: Modern Ruffles, Walk the Line, Shine On and Picnic Party.
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Balenciaga SS17 Poerenza Shouler SS17 Fig 16. Fig 17.
Burberry SS17 Fig 15.
WALK THE LINE Supersized blocked stripes to pyjama pin stripes, horizontal, vertical to a mix-match of directions -stripes have made their annual return to the run ways, giving consumers a variety of ways to wear the trend. Designers such as Burberry and Balenciaga have designed various pieces in vibrant primary colours as well as muted blues and greys. Stripes have been a reoccuring trend for decades, but this season they are far more experimental and rebellious in styles and colour. High-street stores such as Topshop and H&M have emulated luxury designs with striped satin belted suits and pyjama striped shirts. Inspiration has also been taken from Coco Chanels nautical themed collection from 1917. The trend has been translated into multiple styles from masculine silhouttes including silk tailored suits, to clashing primary colours, pyjama styled co-ords.
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A l e x a n d e r McQueenSS17 Fig 18.
Alexander McQueen SS17 Fig 19.
Alexander McQueen SS17 Fig 21.
AlexanderMcQueen SS17 Fig 22.
Christian Dior SS17 Fig 20.
MODERN RUFFLES Ruffles have ruled the catwalk for the last few seasons, with designers such as Chloé, Loewe, Alexander McQueen and Rodarte have featured this trend in many stylings. Commonly designed in feminine pinks and lilacs, modern ruffles gives consumers the option for both daring and subtle looks, from bell bottomlayered sleeves to beautifully embellished night-gowns. SS17’s ruffle trend takes vast inspiration from Spanish flamenco costume, which features ruffles to enhance the dancers natural bounce and movement. Decadent ruffles have fluctuated in and out over many eras , for example the trend in the 195o’s was popularised by the likes of Dior and Balenciaga. In the 70’s, the trend was reborn in a time of hippie love and ethereal fashion, popularised by Bianca Jagger. Undoubtedly, the ruffles ability to adaptlies in its inherent simplicity and its ease of imitation that has allowed the ruffle to stand the test of time.
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SHINE ON Inspired by scientific discovery holographic and metallic materials have been hot on the runway since 2013. This season, designers such as Kenzo and Tierry Mugler have featured the material alongside softer fabrics, with varying styles from cocktail dresses to extreme bralets. Although, the trend still appears on the high-streets it has since reached the declining stage according to the product lifecycle. This is evident because high-street designers, such as Urban Outfitters and Skinny Dip, are limiting the products colour range to blacks and silvers and making the material a feature of a design as opposed to its focal point. I believe the trend will still be popular in amongst club and festival culture, but will soon become limited to small garments and accessories, as indicated by information gathered by my shop safari.
Mugler SS17 Fig 23.
Kenzo SS17 Fig 24.
Genny SS17 Fig 25.
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PICNIC PARTY House of Holland SS17 Fig 26.
The SS17 Gingham trend is a lot more versatile than previous translations of the pattern, in terms of who could wear it. Firstly, the styles of clothing it has been presented by the highstreet could be considered more rebellious than how it has been perceived prior to SS17 and has separated itself with its nostalgic childlike associations, for example Dorothy from Oz and school uniform. On the high-street today, the pattern has appeared on flamenco-inspired ruffle dresses, layered Rara skirts, tailored trousers and even PVC raincoats. In terms of colour schemes, Gingham is being used far more vibrantly in greens, reds, yellows, oranges and purples. As a result of this, more men and women feel that Gingham is far more wearable as the pattern is no longer restricted to children’s fashion. 20
Peter Pilotto SS17 Fig 27.
Peter Jensen SS17 Fig 28.
Pringle SS17 Fig 30.
Prada SS17 Fig 29.
In addition to this, I believe that because more affordable designers such Shrimps, House of Holland and Peter Jensen have featured Gingham as a large part of their SS17 collection, therefore consumers may feel that this trend is a lot more achievable in terms of it being with in their budget. This is particularly important today, as ‘fast fashion’ is changing dynamics of the fashion industry forcing retailers to be conscious of cost and flexibility in design, quality, and speed to market, this being key to maintain a profitable position in the increasingly demanding market. Economically, producing garments in gingham has become more appealing for brands with the rise of new machinery. Previously, Gingham was produced as a woven cotton which although could be produced cheaply, advancements in technology has allowed manufacturers to print the woven pattern onto far cheaper base material. Thus allowing garments to be produced far more cheaply in large volumes to supply the high demand.
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Social Media Ginghams popularity has been accelerated dramatically by its coverage on social media, in particular via fashion bloggers, many of whom have thousands of followers. For example, Man Repeller has over 1.8 million followers and is pictured in Fig 31 modelling gingham. Many highstreet brands, use celebrity endorsement as key marketing tool. In particular, bloggers, use instagram ‘tags’ on each item worn as way to direct a flow of customers to which brand they purchased from. Not only does this help brands gain the bloggers followers, but it also helps consumers feel the garments adverstised are wearable if it is seen on their favourite style icon. The images below show various bloggers, all featuring gingham as part of their outfit. From my research across various social media platforms, brands such as Topshop and Missguided, were tagged the most frequently suggesting they are pushing gingham as major trend this season.
Fig 31.
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Shop Safari As part of my primary research I conducted a shop safari across high-street stores in Nottingham, to identify which brands are marketing gingham as a key SS17 trend. I conducted the shop safari in Topshop, Zara, Urban Outfitters, River Island and Primark all of which are mass market stores. I evaluated each store based on positioning of gingham across the stores and which styles they were presented in; I also asked members of staff in each store various questions regarding how they strong they believe each store was marketing the gingham trend.
‘I have noticed that we have based our May window displays around the gingham trend, as you can see right now we have featured a lot of red and yellow gingham dresses. We then position these items alongside matching accessories close to our entrance so customer customers feel they can style these pieces as an outfit’ -Hannah, Zara Supervisor Nottingham, May 2017
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Topshop
River Island
Zara Fig 34. I found from conducting a shop safari that the majority of high-street stores feature only black and white gingham, this may be due to consumers believing this a more wearable version of the trend. I also found that gingham is used alongside otehr popular SS17 trends such as ruffled dress, tailored trousers, dungarees and denim skirts. 23
Styling Shoot Concept The concept for my styling shoot ‘Picnic Party!’ was inspired by Peter Jensen’s SS17 collection, which featured models in an in-door green house surrounded by colourful flowers and plants. Jensen’s designs are vibrant and also featured gingham, the key trend this report is following. I intened for the shoot to emulate Jensen’s vibrant designs and Summer time quality. Additionally, I noted that the gingham trend on this seasons runways were designed in bright colours such as green, reds and yellows - which strays from how the trend has been applied in previous years, typically in black. From this, I decided that the styling shoot should encompass the essence of Summer.
Location The chosen location for my styling shoot was Cobden Chambers, Nottingham - a small courtyard for small boutiques and cafes, with intense pastel coloured doors. The location provided many useful props such as picnic benches, a wooden cart and potted plants - all of which helped to create a ‘picnic party’ambience. I believe using this location over a studio was more suitable as the natural lighting allowed the bright colours of the surrounding area. In addition to this, shooting in a studio would have created an artificial mood of Summer. Whereas, photographing in an outside location allowed the models to act far more naturally which suited the chosen magazine’s, style and tone of voice. One difficulty I faced shooting on location was that the sun created shadows across the models faces and other objects , which interferred with the quality of a few images.
Models I focused on marketing the trend to 18-30 year olds based on ASOS’ younger target audience. I chose two young adults both male and female to model and assist creating this demographic for the styling shoot. I chose to include a male as I noted many high-street designers have included gingham in garments for males. The models themselves were both average height and healthy weights, this meant that the trend I was photographying would be percieved as more achieveable as they looked ‘normal’. The relationship created by the models could be described as ‘friendship’ over ‘romantic’- their poses were quite relaxed and unstaged which suited my chosen magazines tone of voice, as well as, the atmosphere for the Summer shoot.
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Fig 35.
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Conclusion The role of trend forecasting is vital in a brands success; its influences and evolution keep consumers engaged. As a result of this, consumer behaviours are constantly changing as they become effected by each trends influences such as: culutural, social and economic factors. The SS17 gingham trend has been a huge success this season, through social media such as Instagram and online blogging websites, this was evident in my primary research when I found a vast number of fashion influencers wearing the trend themselves. As a result of bloggers such as Man Repeller wearing gingham, the trend has gained huge exposure to a vast number of consumers, which would suggest the diffusion of the trend will reach various demographics. the shop safari was also a clear indicator that the gingham trend has a strong presence amongst high-street retailers. I have noted that the trend has been absorbed well throughout Nottingham, particularly students.
The Future Over the coming years, I believe more mass retailers will develop sustainable and ethical collections due to consumers increasing worries over fast fashions negative impacts such as increasing landfills and toxic chemical emitted by fabric dyes. It is evident that high-street retailers are aware of this growing concern as some brands have already implemented a business plan with a strong emphasis on sustainability. For example, H&M has implement ‘H&M conscious’ across stores which gives customers the opportunity to recycle their old garments and recieve a discount on their next purchase. Simiarly, M&S follow ‘Plan A’ which follows the same principles: customers trade their old clothes for new discount vouchers. These retailers are pathing the way for other high-street brands to reconsider how they manufacture and distrubte their products. Fig 36.
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Fig 37.
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List of Illustrations Fig 1. Nottingham Style – Yellow Gingham (May 2017). Own photograph Fig 2. The Upcoming (2017). By Krisztian Pinter (Online) Available at: http://theupcoming.flmedialtd.netdna-cdn.com/wp-content/uploads/2016/09/LFW-SS17-PPQ-Krisztian-Pinter-The-Upcoming-11.jpg [Accessed 21/5/2017] Fig 3. Cobden Chambers- duo Gingham (May 2017). Own photograph Fig 4. Fashion Cycle Graph (2011). Fashion Trends- Understanding Fashion (PDF) Available at: https:// www.amazon.co.uk/Fashion-Trends-Understanding-Eundeok-Kim/dp/1847882935 [Accessed 21/5/2017] Fig 5. Madonna Cone Bra (1992) Vogue Photograph (Online). Available at: https://s-media-cache-ak0.pinimg.com/originals/4e/f7/42/4ef7423b2972cd2eea96c612f3455cc9.jpg [Accessed 25/5/2017] Fig 6. Trickle-up Theory (May 2017). Own Illustration Fig 7. Power Dressing (Online). Available at: https://68.media.tumblr.com/48dc4243738d804f673450f397f137e8/tumblr_ndqyiuXO2w1qdkv8qo1_400.jpg [Accessed 25/5/2017] Fig 8. 80’s Power Suit, Vogue (Online). Available at: http://assets.vogue.com/photos/5891f0db9c1609bf7a72ec68/master/pass/03-80s-power-suit.jpg [Accessed 25/5/2017] Fig 9. Celebrity in power suit, Vogue (Online). Available at: http://assets.vogue.com/photos/5891f0d77caf41c472cb5593/master/pass/01-80s-power-suit.jpg [Accessed 25/5/2017] Fig 10. Aaliyah for Tommy Hilfiger (Online). Available at: http://40.media.tumblr.com/e263f538d4c2f97f4565db8cb78a33c7/tumblr_mlb2bos4nj1rexlpko1_r1_1280.jpg [Accessed 25/5/2017] Fig 11. Brooklyn’s Lo-Life Crew (Online) Available at: http://www.highsnobiety.com/2016/01/15/ hip-hop-fashion-history/ [Accessed 26/5/2017] Fig 12. Hemline Index, Fashionomics (Online) Available at: http://www.blueprintforstyle.com/wp-content/ uploads/2013/12/fashionomics.jpg [Accessed 26/5/2017] Fig 13. The cost of fashiom (2010) Available at: https://www.trustedclothes.com/blog/wp-content/uploads/2016/06/Cost-of-Fashion-vers-2.jpg [Accessed 26/5/2017] Fig 14. 2017 Social Media Statistics (2017) Available at: http://www.wordstream.com/blog/ws/2017/01/05/ social-media-marketing-statistics [Accessed 27/5/2017] Fig 15. Burberry Stripes SS17 (2017) Available at: http://www.cosmopolitan.com/uk/fashion/a46659/ spring-summer-2017-fashion-trends/ [Accessed 28/5/2017] Fig 16. Balenciaga Stripes SS17 (2017) Available at: http://www.cosmopolitan.com/uk/fashion/a46659/ spring-summer-2017-fashion-trends/ [Accessed 28/5/2017] Fig 17. Porenza Schouler Stripes SS17 (2017) Available at: http://www.cosmopolitan.com/uk/fashion/ a46659/spring-summer-2017-fashion-trends/ [Accessed 28/5/2017] Fig 18. Alexander McQueen ruffled dress (2017) Available at: http://www.elleuk.com/fashion/trends/articles/g31014/new-york-fashion-week-ss17-trend-ruffles/ [Accessed 28/5/2017] Fig 19. Alexander McQueen runway (2017) Available at: http://www.elleuk.com/fashion/trends/articles/ g31014/new-york-fashion-week-ss17-trend-ruffles/ [Accessed 28/5/2017] Fig 20. Christian Dior ballgown (2017) Available at: http://www.elleuk.com/fashion/trends/articles/g31014/ new-york-fashion-week-ss17-trend-ruffles/[Accessed 28/5/2017] Fig 21. Alexander McQueen Texture sample (2017) Available at: http://www.elleuk.com/fashion/trends/articles/g31014/new-york-fashion-week-ss17-trend-ruffles/ [Accessed 28/5/2017] Fig 22. Alexander McQueen Texture sample (2017) Available at: http://www.elleuk.com/fashion/trends/ articles/g31014/new-york-fashion-week-ss17-trend-ruffles/ [Accessed 28/5/2017] Fig 23. Metallic, Mugler (2017) Available at: http://blog.mandco.com/wp-content/uploads/2016/11/metallic-trend.jpg [Accessed 28/5/2017] Fig 24. Kenzo Metallic Bralet (2017) Available at: https://www.kenzo.com/dw/image/v2/AAUH_PRD/ on/demandware.static/-/Sites-Kenzo-Library/default/dwe26372fa/lookbooks/womenss17large/KENZO-SS17-women-24.jpg?sw=940&sh=1412 [Accessed 29/5/2017] Fig 25. Genny Metallic dress (2017) Available at: http://spynewsmagazine.com/wp-content/uploads/2016/09/Genny-RTW-SS17-Milan-7534-1474542207-bigthumb.jpg [Accessed 29/5/2017] Fig 26. Henry Holland (2017) Available at: http://www.topshop.com/blog/images/2016/09/henryhollandss17RS1.jpg [Accessed 29/5/2017] Fig 27. Peter Pilotto dress (2017) Available at: https://static.independent.co.uk/s3fs-public/styles/story_ medium/public/thumbnails/image/2017/03/01/17/peterpilotto-gingham.jpg [Accessed 29/5/2017]
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Fig 28. Peter Jensen Yellow dress (2017) Available at: http://www.theindustrylondon.com/wp-content/uploads/Peter-Jensen-Check.jpg [Accessed 29/5/2017] Fig 29. Prada gingham (2017) Available at: http://www.theindustrylondon.com/wp-content/uploads/Prada-check.jpg [Accessed 29/5/2017] Fig 30. Pringle dress (2017) Available at: http://www.theindustrylondon.com/wp-content/uploads/pringle_herrera_altuzarra.jpg [Accessed 29/5/2017] Fig 31. Blogger 1 (2017) Available at: http://www.glamourmagazine.co.uk/gallery/celebrities-wearing-gingham-fashion-trend-summer-2016 [Accessed 30/5/2017] Fig 32. Blogger 4 (2017) Available at: http://www.glamourmagazine.co.uk/gallery/celebrities-wearing-gingham-fashion-trend-summer-2016 [Accessed 30/5/2017] Fig 33. Blogger 3 (2017) Available at: http://www.glamourmagazine.co.uk/gallery/celebrities-wearing-gingham-fashion-trend-summer-2016 [Accessed 30/5/2017] Fig 34. Shop Safari 10 Images (May 2017) Own Photographs Fig 35. Peter Jensen SS17 (2017) Available at: https://jungle-magazine.co.uk/peter-jensen-london-fashionweek-ss17/ [Accessed 30/5/2017] Fig 36. Editorial 6 Images (May 2017) Own Photographs Fig 37. H&M Conscious (2016) Available at: http://www.brandchannel.com/wp-content/uploads/2016/04/ hm-world-recycle-week-2016-coupon.jpg [Accessed 1/6/2017] Fig 38. Dungaree and gingham style (May 2017) Own Photograph
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References Fiore,K and Kim, H (2011). Fashion Trends: analysis and forecasting. Oxford.
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