IN A BID TO COMBAT THE GENERATION WHERE TREND IS DOMINANT AND FAST FASHION IS EVERYWHERE, PIECES ARE CASUAL AND TIMELESS MADE TO A SUPERIOR QUALITY TO LAST BEYOND THE SEASON. SOFT AND SUSTAINABLE, THE IMPORTANCE IS PLACED ON NATURAL AND RECYCLED FABRICS, AS WELL AS SOURCING OF NATURAL DYES. BEAUTIFUL LOUNGEWEAR IS NO LONGER A LUXURY AS CONSUMERS PLACE MORE VALUE ON RELAXATION AND MINDFULNESS. WELL BEING IS PRIVAILS AS A PRIORITY FOR MANY AS MORE ARE SPENDING THEIR SPARE TIME AT HOME. AN INCREASE IN BODY CONFIDENCE AND THE BODIES NATURAL SHAPES INFLUENCES SOFTER STRUCTURES, SHEER FABRICS AND SOFT LACE. SOME PIECES HAVE A TRANSITIONAL APPEAL THAT WORKS FOR DAY TO NIGHT DRESSING FROM A BODY CONFIDENCE INCRESE AND CONSUMERS ARE DARING TO WEAR UNDERWEAR OUTERWEAR ARCANE: MYSTERIOUS OR SECRET; UNDERSTOOD BY FEW
LAURA RAISTRICK | 13022922 | FASHION DESIGN & MARKETING | FASHION FUTURES DE1136
WHY DO YOU BUY LOUNGEWEAR? “NICE TO WEAR ON A CHILL DAY ROUND THE HOUSE” “TO SIT AND DO UNI WORK IN” “TO BE COMFORTABLE BUT STILL PRESENTABLE” “FOR AFTER THE GYM & SIT IN THE HOUSE” “FOR DAYS WHEN YOU DON’T WANT TO GET READY PROPERLY” “FOR COMFORT AS WELL AS AESTHETICS” “I WORRY MY CLOTHES WILL MISSHAPE IF I WEAR THEM TO LIE ABOUT THE HOUSE IN”
WHAT IS LOUNGEWEAR TO YOU? “CLOTHES TO LIE ABOUT THE HOUSE IN” “CLOTHES I AM COMFORTABLE IN, SHORTS AND CAMI OR JOGGERS AND HOODY DEPENDING ON THE WEATHER”
WHAT FABRICS & STYLES WOULD YOU FIND MOST COMFORTABLE? “SATIN” “FLUFFY, SOFT FLEECE LIKE” WHAT IS LOUNGEWEAR TO YOU? LYCRA & ELASTICS
“CLOTHES TO RELAX AND BE COMFORTABLE IN”
“COTTON, RELAXED BUT FORM FITTING”
“COMFY CLOTHES THAT I CAN PUT ON AS SOON AS I GET IN THE HOUSE, SOMETHING I WOULDNT BE EMBARRASSED TO OPEN THE DOOR TO THE POSTMAN - SO NOT PYJAMAS DURICONG THE DAY.”
“LACE” “SILK” “STRETCHY MATERIALS, JERSEY; FITTED BUT COMFY”
THOUGHTS ON FAST FASHION & THE ENVIRONMENTAL EFFECTS? “I DON’T KNOW ENOUGH TO COMMENT” “IT’S OK WITHIN REASON, MY WARDROBE IS MAINLY BASICS WITH A FEW TREND PIECES TO ADD DETAIL” “I TRY NOT TO BUY FROM BRANDS I KNOW HAVE LOW ETHICAL MORALS IE PRIMARK” “MORE PUBLISIED ETHICAL COMPANIES ARE MORE EXPENSIVE SO IT’S DIFFICULT AS PRICE IS AN ISSUE”
At the same time, there has been a 10% rise in investment clothes buying in the last year, with almost a quarter of females buying fewer items but better quality garments in 2011, compared with one in eight in 2010. This is backed up further by more than six in ten women preferring good quality clothing that they can wear for years. - MINTEL MAY 2011
Quality has risen up the consumer priority list, with over a quarter of consumers willing to pay more for better-quality clothes that will last longer. Midmarket retailers need to highlight their use of quality fabrics and a garment’s durability to counter the trend towards ‘disposable fashion’ bought from value retailers. Also moving away from fast fashion are the one in three consumers planning to spend more in 2010 who are investing more in timeless styles instead of the latest trends. - MINTEL JUNE 2010
with people spending more of their leisure time at home as result of the recession, demand for loungewear that bridges the gap between clothes worn out of the house and sleepwear has risen. potential rise in demand for loungewear lies with the increase in extreme weather temperatures, colder winters and hotter summers could force people to buy more types of night wear to suit the seasons. -mintel 2010
In 2012, sales of underwear accounted for less than a tenth of the total clothing market and this has been gradually decreasing over the last five years. While nightwear is a smaller category, sales have grown BY 6% driven by the trend for loungewear and onesies. - MINTEL 2013 One in five 16-24-year-olds spent more on clothes last year than they usually would, with young fashion retailers benefiting directly from the carefree attitude of young people. According to Mintel’s research, the recession appears to have bypassed young people, who kept buying clothes to keep up with the latest trends and plan to continue doing so in 2010.- MINTEL JUNE 2010
10% increase quality
£2.9 billion by 2017
£385 million in 2010
41%
consider ethics
6%
increase pyjamas
Mintel estimates that the underwear sector will grow by 10% between 2012 and 2017 to reach £2.9 billion - MINTEL 2013
Women’s nightwear has fuelled the growth, increasing by 10.3% to £385 million between 2005 and 2010. - MINTEL 2010
Women are less likely than men to wear inexpensive nightwear, there is therefore potential to encourage them to trade up and to get them to buy more premiumlines by accentuating messages about quality and durability. - MINTEL 2010
41% of consumers consider how ethical a clothing or footwear company is before they buy their products. - MINTEL 2016
Value clothing retailers led by Primark have been among the major beneficiaries of the downturn, as they have benefited from the trend for discounted clothing and growth in their young customer base that is most interested in fast fashion. According to research for this report, over a third of people are buying more from value fashion stores, particularly 25-34-year-olds,C2DEs and those who are only working part-time. - MINTEL JUNE 2010
Women have become accustomed to the concept of disposable fashion and being able to have constantly updated wardrobes full of very cheap clothes. This era is gradually coming to an end as clothes prices in 2011 are rising as a result of a combination of factors including higher labour costs, rising cotton prices and energy costs, a VAT hike to 20% and soaring inflation. Many retailers in the UK, including Next and supermarket chain Tesco, have already passed price increases onto consumers in the first half of 2011 and others have warned that they will be forced to do so before the end of the year. - MINTEL MAY 2011
AURA HERBAL WEAR COLLECTION MADE WITH ALL NATURAL DYES.
“NOT EVERYTHING SHOULD BE DISPOSABLE” FLINT & TINDER OFFER FREE MENDING FOR 10 YEARS ON THEIR HOODIES.
FARIBAULT MEMORY MILL DIGITAL TAGS ALLOW ACCESS TO ALL MEMORIES ACCOSIATED WITH THAT PRODUCT. SO PEOPLE WOULD PASS ON GARMENTS AS HEIRLOOMS.
BRAND IMMORTALITY
ALGAEMY A TEXTILE PRINTER USING FAST GROWN DYES, MICROALGAE IS A NATURAL RESOURCE OF DYING.
REPAIR WEAR IS AN ADDED VALUE SERVICE. BROOKS BROTHERS RESTORE MERCHANDISE IN STORE AND BARBOUR REPAIR ANY WAXED JACKET REGARDLESS OF PURCHASE DATE.
H&M ‘CLEAVER CARE’ LABELS TO TEACH CONSUMERS HOW TO LOOK AFTER CLOTHES SO THEY’RE WASHED LESS AND LAST LONGER.
HESSIAN: SUSTAINABLE STYLE MAGAZINE THEY DISTANCE THEMSELVES FROM THROW AWAY TRENDS AND BUY TO BIN BRANDS. YOU WOULD SEE THINGS IN THIS MAGAZINE FROM YEARS AGO.
when researching mood and colour for my trend i was particularly inspired by marbeling and speckled print in nude and pale colours, i sampled various ways of dying silk, using different paints ie oil, acrylic and poster and different ways to create patterns ie in water and shaving foam. I also trailed the effects of adding salt and rice to absorb paint to create patterns. Another way i found interesting to create pattern was to saturate the fabric before dropping watered down paint directly to the fabric. I found watered down acrylic and shaving foam to be the best method and if i was to carry this forward i would look into natural methods of the dying process.
MYSTERIOUS OR SECRET; UNDERSTOOD BY FEW
An estimated 1 million tonnes of textiles are discarded every year in the UK, even though 50% are considered perfectly recyclable. The recycling AND REUSE of fibres could present unprecedented environmental benefits, not least in reducing the need for landfill, virgin resources and excess pollution, and many brands and manufacturers are successfully integrating this sustainable system into their ranges. IT IS VITAL THAT MORE BRANDS ACCEPT THEIR ENVIRONMENTAL RESPONSIBILITY, MAKING AN EFFORT TO SAVE THE PLANET, MOVING AWAY FROM FAST DISPOSABLE FASHION IS THE SIMPLEST FIRST STEP IN DOING THIS.