5 minute read
Methodology
from Trendmap Report
by gabihowarth
Introduction
This report will give an in-depth context, and showcase the importance of trends and their impacts. The necessity of trend forecasting, what key drivers are behind it and its place in fashion marketing will also be explored and analysed. Studying in particular, one key trend of Spring Summer 2018, ‘Radical Transparency’. A styled shoot will also be included before being incorporated into an editorial in the style of Cos magazine.
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The styling shoot involved choosing a location, props and models for the shoot, that was best able to showcase the trend. These images were then worked into the fashion editorial. Social, cultural, economic and media infl uences in the market will also be explored and how they alter trends. This report will also provide an overall insight into the creation and future of trends and conclude the overall measure of success of that of my examined trend.
Methodology
This report was produced using a variety of secondary resources such as books and documents found in the NTU library and on BOB. Articles in print magazines and online content from Vogue, Glamour and Cosmopolitan have been analysed to spot emerging trends for Spring/Summer 2018. Primary research was also carried out on the streets of Nottingham to see fi rst hand how the trend of radical transparency has been adopted. Shop safaris were carried out in Nottingham and Manchester, this immersed myself into the high street stores in my local towns. Interviews were gathered to explore radical transparency within Nottingham retail stores. We were able to explore opinions from employees in shops such as Zara and Topshop regarding new trends within the city. The process of selecting models included talking to students in the student union and fi nding students to fi t the style we wanted to portray. Finally, observing students and then general public in the streets gave us evidence and a general idea of fashion infl uences in the general public.
Trend Forecasting
Fashion is continuously in motion and evolving. This market is most commonly what we associate with when we think of the term trend, however, a trend can be emotional, intellectual and even spiritual and is not a term exclusively associated with fashion. At its most basic, “a trend can be defi ned as the direction in which something tends to move and which has a consequential impact on the culture, society or business sector through which it moves” (Raymond,2010).
Retailers must accurately ‘trend forecast’, this enables them to predict and measure what their customers are looking for in current and new seasons. However, the risk of getting a trend wrong can be detrimental to the success of a business and their brand. Other than the massive expense of incorrectly predicting a trend, the stock created will ultimately become dead stock thus reducing company profi t. Forecasting a trend is defi ned by the ability to understand the unpredictability of growth or decline in certain patterns. “Fashion forecasting is a creative, continual process used to predict the trends of upcoming seasons. It involves a systematic procedure, including information gathering, market and consumer research, and analysis.” (Kim, Fiore and Kim, 2011).
“Trend forecasting now underpins all aspects of society where it is important to understand the short, medium and long term impact of new and emerging changes taking place in the culture around us.” (Raymond, 2010)
“Trend forecasting is a creative, continual process used to predict the trends of upcoming seasons” (Posner, 2011). They supply consumer insight, information on emerging trends, reports on catwalks and fabric forecasting. It is important for brands to be aware of changing fashion trends, “the trick with fashion is to try and predict the future” (Posner, 2011). Retailers and manufacturers use forecasting companies to help them with important product decisions.
Due to this trend forecasters are constantly observing changes in consumer behaviour and a variety of cultural, economic and environmental factors.
“A trend is referred to as a general direction or movement.” Kim, Fiore and Kim, 2011
“At it’s heart, trend forecasting is all about knowing what the few are doing, understanding it and translating it before the many are doing it.” Shaw and Koumbis, 2014
Where do trends originate?
Cultural, social and economic infl uences often cause changes in societies perception of fashion. Trends are often cyclical, past style come back into fashion often due to celebrities trying an outdated look. Kim, Fiore and Kim, (2011) stated that styles can “originate in a particular social group, trickling up from the streets or trickling down from top designers, or move across all social groups simultaneously.”
The trickle theories are directional theories used to explain fashion change. The trickle theory discusses trickle up, down and across and how trends are infl uenced from different sectors. Historic events such as World War II and 9/11, despite much thought have had an impact on fashion trends. The war gave women clothes they had to wear when they were working, in world war 1, women could apply for jobs and fi rst gained economic independence. Womenswear changed drastically, as clothing had to be cheap enough, but practical for the jobs and lifestyle. It is clear from various examples how external infl uences impact fashion trends, furthermore validated that it’s not just the fashion world which infl uences styles and trends.
Trends have often correlated to to world events, but also due to social infl uences. In the early 1900’s helped shape conscious consumption, women roles changed with the help of the suffragette movement. People were purchasing clothes with more thought behind why they needed the items. Economic impacts have also infl uenced the industry. Nowadays, cheap alternatives of high street brands have fl ooded the market. Consumers often favour cheaper, ‘faster’ fashion, where purchases can be made without breaking the bank. Inexpensive brands such as Primark and misguided have taken a large foothold in the market.
Popularity of trends can be categorised by three labels. A fad has often been described as a short lived trend which comes and goes over night, they are diffi cult to predict how successful and long they’ll be around. Classics and mega trends are often reoccurring and last the longest. They typically infl uence the market for a longer period of time and will remain established with consumers.
The life cycle of a trend
