TREND MAP Harriet Exton N0733000 Words: 2,670
“Fashions
fade, style is eternal.” Yves Saint Laurent
CONTENTS 6 8 10 14 16 20 24 26 28 30 34 36 40 42 46 48 50 52 54 58 60 61 62 63 64 72 74
Introduction What is a Trend? Trend Forecasting Macro Trends Methodology Models and Theories High Street Role of Media Celebrities and Influencers Cultural, Economical, Ethical Influences Athleisure What is it? History What is happening today? Athleisure in Magazines Media/Celebrity Influence Athleisure on the S/S18 Catwalk Shop Safari Street Style Styling Shoot Location Inspiration Shoot Location Style Inspiration Final Concept Editorial Evaluation of Editorial Conclusion
INTRODUCTION This report will be examining and
analysing how trend forecasting plays a huge part in the fashion industry. It will highlight its transition throughout the years and how it is a catalyst for any clothing collections. Aiding to view how the trends are predicted and how they are transformed from a prediction to a physical item. Throughout, it will be assessing the athleisure trend from the Spring/Summer 2018 collection; establishing the trends provenance, its influences, how it has evolved and affected by any macro trends. As well as its popularity using primary research from shop safari’s to see how it is translated from paper to shop.
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WHAT IS A TREND?
Trend is a word with a
PLETHORA of meanings. They grow as quickly as they disappear. We don’t know when they will start and when they will end. The main goal at the end of a trend is a profit, the goal for anything in the fashion industry is profit. The success of the trend is all down to social acceptance and the consumers attitude towards it. The typical seasons of A/W and
S/S A/W
S/S are a thing of the past due to the surge in which fast fashion has created immediacy for new looks and new trends appearing in a matter of days. This therefore suggests that a trend can emerge when a new collection or line is produced.
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Social media dictates trends today. The trend emerges overnight and disappears almost as quickly. (Worth, 2005)
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TREND FORECASTING
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Fashion forecasting is a creative continual process used to predict the trends of that upcoming season. (Kim, Fiore, Kim 2011)
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With the fashion industry being an overly saturated
market, forecasting has become an essential apparatus due to fashions growing pace. Understanding what is going to be trending within a year, within the next 5 years or 10 years will allow a business to stay on top and continuing to appeal to their consumers. Forecasters have to have a great interest in many cultural changes to be able to appeal to the zeitgeists of the present, identify the macro and micro trends to then know what to formulate. High street retailers have to be quick to react to the latest trend due to fast fashion making trends even harder to grasp and have a meaning. Styles are being diffused quicker and quicker, making trends less prominent with releases every two weeks; making the catwalk to shop 6 month lead time eradicated as it simply isn’t achievable for a high street store to be successful. This has led to
limited opportunities for longer lasting trends, and favorability for short-term trends.
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Forecasting has changed dramatically in 70
years, from Laver’s Law, which he defined as a ‘rudimentary time line’ defining the evolution to the downfall. (Business of Fashion, 2015). When the market is utterly saturated this is known as ‘smart’ where it is filled in all shops and a large percentage of the population own an item of clothing from that trend, it then evolves into ‘hideous’ when its been in the market for around 10 years, then back full circle to ‘charming’ 70 years later. However, nowadays, trends are founded and neglected within an infinitely faster period due to trends being predominantly dominated by celebrities and influencers as they now become the definition of ‘in’ or ‘out’ of fashion. (Business of Fashion, 2015).
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Fashions are temporal by nature - no fashion is everlasting! (Kim, Fiore, Kim 2011)
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MACRO TRENDS The
trends derive from megatrends which originate from both macro and micro trends; political messages being one of these. With the public sporting clothing which adheres with their political views. Clothing has long been a means of self-expression, therefore by using political messages on items allows further reach to this meaning. Many of these political views being embodied by luxury designers using slogan teens as a means of freedom of speech.
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Technological shifts have
made a large footprint on the industry, making brands pay particular attention towards their social platforms by using the trickle up theory. These platforms aren’t just a sole means of networking amongst consumers, but also a means on determining designs. Discovering that trends are emerging from the consumers and their views.
T R I C K L E U P
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METHODOLOGY This research was
collected in order to recognise how well the athleisure trend has been welcomed by the high street stores as well as the consumers. Also to identify how prominent the trend is in stores.
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PRIMARY RESEARCH
B
SHOP SAFARI
rowsing the high street stores of Nottingham for items which represent the athleisure trend. pproaching members of the Apublic seen to be sporting items
INTERVIEWS
related to the athleisure trend and asking a few questions relating to the reasons they chose to buy that item.
QUESTIONNAIRE
A sking whether people are
aware of the trend and if they have any items of clothing in relation to the trend.
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SECONDARY RESEARCH
Reading WGSN
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MODELS & THEORIES
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Fashions are, temporary cyclical phenomena adopted by consumers for a particular time and situation (Sproles, 1981)
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PRODUCT LIFECYCLE MODEL his model is a visual Trepresentation of trends. How they are born and how they deteriorate.
1INTRODUCTION
product is slowly introduced into the market, coinciding with Thesales gradually increasing. No profits will be made due to the costs of introducing into the market.
2 GROWTH
stage is where the product receives mass popularity and is Thisaccepted by the whole market, with profits at their peak.
3MATURITY
he sales slowly start to level off due to the products popularity Tpeaking. The profits start to balance off and slowly go into decline due to increased popularity.
4DECLINE
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Sales and profits start to decline rapidly.
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LIFE OF A TREND
Vejlgaard’s diamond model provides an illustration for the
filtration of a trend throughout the consumer population; highlighting the groups within society. This model helps trend forecasters plan the longevity of a trend based on its influences as well viewing how it is dispersed through society. All trends are initiated by macro and micro trends, which are stimulated by world affairs. These drivers prompt the ‘trend setters’, who convert the fashion stimulus into a fashion product which can be used by the ‘trend followers’. Once it begins to reach a mass audience, the ‘early mainstreamers’ push the item into the high street which saturates the market, making it consumable to the ‘mainstreamers’. As soon as it peaks, it becomes appealing to the ‘late mainstreamers’ and starts dissipating off the main market. Then the ‘conservatives’ begin to follow the trend once it has been out of season and lost all popularity; these consumers are more wary of changing their style or looking like the rest of the market. At the end of the diamond appears the ‘anti-innovators’ who have a strong opposition to the ‘fad trends’, therefore resisting all popular clothing and choosing to appear unique.
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HIGH STREET
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The British Council of Shopping Centres claim that by 2020, 25% of UK sales will be via online transactions due to the growth of mobile-commerce. (Fletcher et al. 2016).
Due to the shift towards mobile commerce,
therefore having an effect on how forecasting is executed, impacting the retail environment. Meaning retailers have now had to compete with ‘invisible’ competitors due to their amass across the globe. This caused the drastic fast fashion movement allowing retailers to be more responsive to their customers. The high street will always be a ‘go to’ place for consumers whether that be for purchasing or just the experience, however these high street retailers simply need to embrace the technological advances in order to survive the challenging high street market.
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ROLE OF MEDIA The fashion industry thrives upon
marketing and advertising, it’s what creates desires. Clothing is a necessity, therefore brands can tailor their advertising to the needs and desires of their customers. As a population, we are heavily influenced by our surroundings which has been elevated by social media advances. Instagram is a visual platform therefore means it makes sense to utilise it within the fashion industry. Communication barriers between brands and consumers have been knocked down due to the introduction of blogs and social media pages.
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Fashion blogs and social media have recently made an elitist industry more accessible and relatable to everyday consumers. (Durmaz, 2014)
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CELEBRITIES AND INFLUENCERS
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Celebrities and influencers are also key creators of demand for trends due.
Around 49% of people suggest that they depend on influencers for their purchase decisions (TapInfluence, 2018), inferring that the more celebrity and influencer exposure surrounding a trend can have an excellent impact on its longevity.
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CULTURAL, ECONOMICAL & ETHICAL INFLUENCES
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and culture go hand in hand. Our clothes Fashion express us and therefore express our culture.
CULTURAL
Clothing delves further than fashion and trends it is a means in which we choose to portray ourselves and our beliefs. Culture is all around us, the art we look at, the music we listen to, the people we look up to and surround ourselves with, popular culture, the political environment etc. All fashion forecasters will have a strong connection with the culture surrounding us in order to understand and develop something that is relatable. An example of a trend highly influenced by culture is street wear as this was influenced from the bottom, using the trickle up theory. It was founded on the streets and has been adapted into everyday pieces now.
T ECONOMICAL
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he economy has an underlying effect on trends and their success. It is worth £28bn to the country’s economy, according to ‘The Value of the UK Fashion Industry’. This demonstrates that it is a great aid to the economy and provides a large amount of jobs and brings money into the country. If the country is under economical pressures, and disposable income is diminishing the first thing to be halted is luxury spending, therefore clothing is one of them cuts. Also, the rise of fast fashion has an impact due to people purchasing new items more often as it has now become ‘throw away fashion’. This fast fashion allows retailers to provide on trend pieces at low rate, making it competitive and making consumers feel like they can afford to keep purchasing these ‘affordable items’ which helps to sustain the fashion industry’s profits and growth.
The fashion industry creates a large amount
ETHICAL
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of produce every day, this makes it the second most polluting industry on earth. This is caused by the recent ‘throw away fashion’ as apparently only 1% of the goods are still being used within 6 months (Baker, J., 2015). Consumers have become more aware of these alarming facts and has caused a ‘conscious consumption movement’. This has caused consumers to make more conscious purchasing decisions as they now acknowledge matters such as equal pay, environmentally conscious manufacturing processes, prevention of counterfeit goods, human trafficking, responsible farming practices and overproduction of goods are all at the forefront of consumers’ minds when making these choices. A few shops have acted on these ethical worries, H&M have created a Conscious Exclusive Collection which is created using 100% regenerated nylon fiber. This shows that brands are making an effort into creating better products which aren’t damaging to the environment and showing an interest in their customers values whilst also offering fast fashion; which can be quite a contradiction as they are continuing to release new collections frequently but have created a conscious collection.
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ATHLE 34
ISURE 35
WHAT IS IT?
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This trend is worth around $270 billion. A thleisure is a ‘super trend’
which has been dominating the market. Although athletic wear was largely introduced in the 1980’s, athleisure takes a different stance on the typical athletic apparel. It is arguably the most well known trend for the Spring/Summer 2018, taking over the market.
It grew at a 6-7% rate compared to regular fashion at only 2-3% demonstrating that its leading the market.
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There is a clear justification as to why there
is such a large amount of following for this trend. It combines comfort and lifestyle in one; rather than just being a style, it has now become part of people’s self-expression.
It is evolving as a trend and retailers are beginning to update their ranges by continuing to keep the items premium, unique, new and young. The trend has seen a revitalisation with high-end designers such as: Off-White, Yeezy, Balenciaga, Vetements using it as part of their collection.
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It’ll only get bigger and more accessible to more people, and more acceptable in more environments. (Clemente, D, 2017)
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HISTORY
Puffer Jackets
Stretchy Tracksuits Bruce Lee Unitard x Yoga Pants
1930’s
1970’s
It was founded by Eddie Bauer, due to coming down with hypothermia. His inspiration came from the Russian Military Jacket.
1920’s
Tennis Wear x Fashion
Parisian tennis players became high fashion courtiers. Jane Régny and Suzanne Lenglen began designing and selling activewear in the 1920’s.
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His attire for the move Game of Death became an iconic piece and a trendsetter for tracksuits.
1960’s
Nylon & Cotton Tracksuits
Stretch materials were evolving which allowed the tracksuits to rock the market. Windbreakers and Anoraks were a key item worn alongside the primary tracksuits.
The bright colours made a great statement in the 80’s on the slopes, they created many ensembles which were long sought after.
Bright Colours and Stirrup Pants x Ski Wear
1980’s
1971
Stan Smiths
They were created with the vision of playing tennis; however soon after became a fashion statement. In 2014, they became revived and reached maturity.
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1990’s
Juicy Couture Velour Tracksuits The controversial fad of the velour tracksuits was loved and loathed by many.
WHAT IS HAPPENING TODAY
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thleisure has become a part of people’s lives. It is now perfectly Aacceptable to be sporting athletic clothing for both daytime and nighttime. Designers have used the trickle up theory, their inspiration deriving from the health and fitness trend. The easily transferable pieces move from a fitness functional item to an everyday essential. The simple, comfortable and elegant feel, alongside elements of youth peering through with the slight hint of streetwear becoming apparent.
SILHOUETTES:
1VOLUME 2 FLUIDITY 3COMFORT 4 OVERSIZED
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“Sporty is the new sexy. ” (Hi Fashion, 2017)
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Previously ,
athleisure lacked everyday functionality, with it reaching peak maturity rapidly and becoming a ‘fad’. However, since its return, it has become about comfort as well as style, it has the ability to transition from an athletic piece to a non-athletic piece.
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ATHLEISURE IN MAGAZINES
April 2015
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August 2016
February 2016
May 2016
November 2016
June 2017
June 2017
August 2017
Since mid 1987, Athleisure has been making
frequent appearances in fashion magazines. It has transitioned from a sporty look into an urban, sexy look. Magazines such as Vogue and Elle have channelled the trend by displaying pieces on their covers. These magazines which hold great prestige in the world, have used influential women to style this trend. By using the trend on covers of magazines it allows the trend to receive exposure even if the magazine isn’t purchased it is still visible for all passers by to see.
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MEDIA & CELEBRITY INFLUENCE
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The majority of celebrities and influencers are captured
sporting numerous items of athleisure. Social media is a key drivers for the trends popularity. Once an iconic figure starts representing a trend, it provides an instant reaction amongst consumers, therefore impacting the the high street. Celebrities and bloggers are having a bigger impact on fashion trends as they post them on their Instagram making it instantly available for their followers to see; celebrities and bloggers would fall under the ‘early adopters’ on the diffusion model as they showcase catwalk looks into everyday wear.
This trend allows comfort to control the wardrobe whilst maintaining chic and stylish.
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ATHLEISURE ON S/S18 CATWALK On S/S18 catwalk, Athleisure
completely displayed its innovation from other season’s; designers incorporating different textures and layering to create a unique style. Pastel’s seem to be the principal colour, there are also many brands which have displayed the layering items. Coach turned a simple knitwear piece into athleisure, with the ribbing and ventilating which is a great material which allows maximal comfort and breathability.
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SHOP SAFARI
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JD
SPORTY GYM
Topshop
FASHION URBAN FORWARD VINTAGE
the trends are prominent on the A s catwalk, primary research was conducted in order to discover how prominent it is on the high street and whether it has reached saturation in shops. The majority of high street shops stocked athleisure items during this season. The main retailers which had a large collection included JD, Topshop and Urban Outfitters.
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Urban Outfitters
CLASSIC
STREET STYLE NOTTINGHAM
1CASUAL 2TRAINERS 3OVERSIZED
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4 SPORTS STRIPE 5PASTEL 6 GYM
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Combining comfort and style is something I covet, the plain aesthetic with a touch of edge is what appeals to me Molly Ransom, Interviewee. 2018
Pretty Little Thing
ASOS
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Balenciaga
Street style was carried out throughout Nottingham,
tracking how common the athleisure trend was with the British consumers. It was clear to identify that the trend was most apparent in a young demographic, such as students aged between 16-25. This demonstrates that the high-street retailers such as Topshop, New Look, Urban Outfitters are stocking these items due to their appeal to their target consumer.
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Fila
Missguided
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My inspiration comes from who I follow on Instagram, it is such a useful platform for seeing what celebrities are wearing, my go-to celebrity influence is Kim Kardashian. Tinomutenda Muchina, interviewee. 2018.
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C onducting a street style analysis,
provides a rounded understanding of how the trend is adapted into everyday life. It was a support to understand what consumers influences are and where they purchase this clothing from.
Pretty Little Thing
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Calvin Klein & Nike
STYLING 58
SHOOT 59
LOCATION INSPIRATION
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SHOOT LOCATION hese Tlocations were chosen due to their urban atmosphere which works alongside athleisure, also, the contrast between the black clothing and bright walls gave the shoot an edge.
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1 Crowne Plaza Car Park
2 Rescue Rooms Doorway
3Corner House Lost City
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Newton Building
STYLE INSPIRATION T
he 7 key items that were chosen for the shoot were chosen from the British retailers both online and offline. They all portray how athleisure is progressing and evolving. Executing this shoot to the highest standard meant that the outfits, the model and the locations needed to be chosen carefully. The outfits had to translate female empowerment throughout in order to create a longer lasting effect on the readers.
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FINAL CONCEPT T he
shoot’s concept is to use urban surroundings to display to consumers how athleisure has empowered women and allowed them to truly display how they feel without needing to conform to gender stereotypes. By using the locations chosen, it creates two deeper meanings behind it, making women free to be who they want to be. The magazine chosen to exhibit the shoot will be Elle UK, as it features high street alternatives to designer clothing and as it is more colloquial than Vogue and creates a relationship with the readers.
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EDITORIAL
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THE AGE OF ATHLEISURE S/S18
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Sunglasses
Boohoo Crop Top: Pretty Little Thing Cycling Shorts: Pretty Little Thing
CYCLING SHORTS They may remind you of the 80’s and 90’s, but don’t frown right away. They have been a favourite of the Kardashians, and are now taking over the catwalk, slowly walking into your lives. The knee-length, skin tight shorts, link around all your curves whilst showcasing your pins in a subtle manner.
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STRIPED JOGGERS A seasons MUST HAVE, whether for casual wear or formal wear. Pair this statement pant with heels for that demure evening look alongside a long-line blazer for a chic look. The stripe instantly uplifts any outfit. Showcasing the alternative ways of dressing for athleisure.
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Sunglasses
Boohoo Crop Top: Pretty Little Thing Joggers: Miss Pap Heels: New Look
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Sunglasses
Boohoo Crop Top: Pretty Little Thing Cycling Shorts: Pretty Little Thing Jacket: Topshop
BEAUTY These items enhance any figure making you feel beautiful in your own skin.There is a range of styles and cuts in order to appeal to anyone’s shape and size.
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Sunglasses
Boohoo Crop Top: Pretty Little Thing Cycling Shorts: Pretty Little Thing Shoes: Vans
POWER
Athlesiure can be interpreted in anyway you choose. It can simply be your go-to gym outfit, or it can be your daytime outfit. Depending on the items you pair together determines the style you give across.
It now provides elegance and chic as well as comfort.
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EDITORIAL EVALUATION
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An editorial is used commonly throughout
magazines to help communicate, inspire and influence consumers. They give a detailed understanding of trends and trends can be elaborated on throughout. The principal message that was conveyed throughout this editorial was not to make pre-judgements on clothing or genders. The outfits were simple but timeless, alongside the modeling it depicted a strong female role; her expressions and posture provided a powerful message as well as keeping it feminine. The eye contact with the camera allows there to be a connection made with the model and the reader.
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CONCLUSION Overall, this report demonstrates that trend
forecasting is an essential component in the design process, it aids brands in deciding the trends to budget for coinciding with the fast fashion movement. The environment is constantly evolving due to society, this creates chaotic situations for trends. Forecasting agencies have to be aware of social media as a platform and the effects it has on trends for the future due to the influence of celebrities. Trends are continuously evolving thanks to forecasting, which allows consumers to continue engaging with retailers. Athleisure has survived this tumultuous retail challenge; due to their evolvement and the role of celebrities, it has proved that it can survive over a long duration of time. The shop safari and street style has clearly identified that there is a presence on the high street for this trend and that people are buying into it. It has been sported by a younger demographic, however older consumers are beginning to wear trainers This suggests that if the trend continues to evolve on the catwalk the retailers will meet the needs of the consumers allowing it to continue to survive.
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APPENDIX
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ILLUSTRATIONS Redbubble., 2018. World Map Rose Gold Shimmer [online]. Available at: https:// www.redbubble.com/people/naturemagick/works/26186181-world-map-rosegold-shimmer?p=tapestry [Accessed 1 June 2018]. Alex Tang., 2018. Outfit Drawings [online]. Available at: http://alextangweihao. tumblr.com/?amp_see_more=1 [Accessed 1 June 2018].
Alex Tang., 2018. Anya Rubik Outfit Drawings [online]. Available at: http://alextangweihao.tumblr.com/?amp_see_more=1 [Accessed 1 June 2018].
Business of Fashion., 2018. Marni, Ready-To-Wear Spring 2018 [online]. Available at: https://www.businessoffashion.com/fashion-week/ready-to-wearspring-2018/marni/collection/look/24 [Accessed 2 June 2018]. Vogue., 2018. Isabel Marant Spring/Summer 2018 Ready-To-Wear Collection [online]. Available at: http://www.vogue.co.uk/shows/spring-summer-2018ready-to-wear/isabel-marant/collection#QjYL4ADWROn [Accessed 2 June 2018]. Vogue., 2018. Valentino Spring/Summer 2018 Ready-To-Wear Collection [online]. Available at: http://www.vogue.co.uk/shows/spring-summer-2018-ready-towear/valentino/collection#x30RW680zvQ [Accessed 2 June 2018]. Vogue., 2018. Tom Ford Spring 2018 Ready-To-Wear [online]. Available at: https://www.vogue.com/fashion-shows/spring-2018-ready-to-wear/tom-ford/ slideshow/collection#7 [Accessed 2 June 2018]. Vogue., 2018. Christian Siriano Spring/Summer 2018 Ready-To-Wear Collection [online]. Available at: http://www.vogue.co.uk/shows/spring-summer-2018ready-to-wear/christian-siriano/collection#bZdNoqenVMN [Accessed 2 June 2018]. Vogue., 2018. Sportmax Spring/Summer 2018 Ready-To-Wear Collection [online]. Available at: http://www.vogue.co.uk/shows/spring-summer-2018-ready-towear/sportmax/collection#9wjyRoBX7lp [Accessed 2 June 2018]. Pinterest., 2018. 3 Triangle Art [online]. Available at: https://www.pinterest.co.uk/ pin/420805158924448498/ [Accessed 2 June 2018].
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ILLUSTRATIONS Pinterest., 2018. Light Pink Montage [online]. Available at: https://www.pinterest. co.uk/pin/594827063257691182/ [Accessed 2 June 2018].
Smith, L., 2015. The Product Life Cycle: A Guide from Start to Finish [online]. Geile Leon: Marketing. Available at: https://geileon.com/blog/product-life-cycle-marketing-management-introduction/ [Accessed 27 May 2018]. Pinterest. 2018. Life of a Trend [online]. Pinterest. Available at: https://www.pinterest.co.uk/pin/201887995775266478/?lp=true [Accessed 27 May 2018].
Flickr., 2010. Chanel Visual Merchandising [online]. Available at: https://www. flickr.com/photos/style-ish/4409265482/ [Accessed 2 June 2018].
Pinterest., 2018. Roberto Cavalli RC875S C56 [online]. Available at: https:// www.pinterest.co.uk/pin/809310995512349320/ [Accessed 2 June 2018].
Harpers Bazaar., 2018. All the Best Dresses From the 2018 Met Gala [online]. Available at:https://www.harpersbazaar.com/celebrity/red-carpet-dresses/ g20101565/met-gala-2018-red-carpet-dresses-gowns/ [Accessed 2 June 2018]. Pinterest., 2018. Lady Gaga [online]. Available at: https://www.pinterest.co.uk/ pin/477592735473443003/ [Accessed 2 June 2018].
Instagram., 2018. Duadaily [online]. Available at: https://www.instagram.com/p/ BfJL3G4Fj2V/ [Accessed 2 June 2018].
Pinterest., 2018. ASAP ROCKY [online]. Available at: https://www.pinterest. co.uk/pin/114630752996114474/ [Accessed 2 June 2018]. Pinterest., 2018. Kanye West [online]. Available at: https://www.pinterest.co.uk/ pin/161637074106052692/ [Accessed 2 June 2018].
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ILLUSTRATIONS Fashion Revolution., 2018. Who Made My Clothes? [online]. Available at: https:// www.fashionrevolution.org [Accessed 2 June 2018].
Sheer Luxe., 2018. How To Make Sports Luxe Smart [online]. Available at: https://www.pinterest.co.uk/pin/111956740716387268/ [Accessed 2 June 2018].
Vogue., 2018. FEMME PRINTEMPS-ÉTÉ 2018 - KENZO [online]. Available at: https://www.vogue.fr/defiles/defiles/defile/printemps-ete-2018-paris-kenzo-/21972#defile-21 [Accessed 2 June 2018]. Joumard, G,P., 1926. Créations Jane REGNY - L’OMBRE VERTE [paper]. Rijksmuseum, Netherlands. Google Arts and Culture [online]. Available at: https:// artsandculture.google.com/asset/tr¬s-parisien-1926-no-1-pl-10-créations-janeregny-l-ombre-verte/JgH7IWrb8vhRkA [Accessed 1 June 2018]. Link, M., 2010. Evolution of the Tracksuit [online]. The Vintage Link. Available at: http://thevintagelink.blogspot.com/2010/06/evolution-of-tracksuit.html [Accessed 1 June 2018]. Tumblr., 2012. Farrah Fawcett-Majors Unitard [online]. Seventy’s Kid Tumblr. Available at: https://seventyskid.tumblr.com/post/19383703446 [Accessed 1 June 2018]. Love Vintage Adidas., 2015. Ultimate Guide to the Adidas Stan Smith [online]. Love Vintage Adidas: Guide. Available at: http://lovevintageadidas.com/adidasstan-smith/ [Accessed 1 June 2018]. SkiMag.com., 2011. Decade’s 1980’s [online]. SkiMag.com: Gear. Available at: https://www.skimag.com/gear/decades-1980s [Accessed 1 June 2018].
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ILLUSTRATIONS Vogue., 1991. March 1991 [online]. Available at: http://www.vogue.co.uk/magazine/march-1991 [Accessed 1 June 2018].
Vogue., 2014. November 2014 [online]. Available at: http://www.vogue.co.uk/ magazine/november-2014 [Accessed 1 June 2018]. Fashion Gone Rogue., 2015. Serena Williams Lands her Second Vogue Cover [online]. Available at: https://www.fashiongonerogue.com/serena-williamsvogue-april-2015-cover/ [Accessed 1 June 2018]. Vogue., 2016. Editor’s letter: February 2016 [online]. Available at: https://www. vogue.com.au/blogs/editors-blogs/editors-letter-february-2016/news-story/5d3663f1eae94430e048e85532772e3e [Accessed 1 June 2018]. Fashion Bomb Daily., 2016. Beyoncé Covers Elle Magazine’s May 2016 Women in Music Issue Wearing New Athleisure Line, Ivy Park [online]. Available at: http://fashionbombdaily.com/snapshot-beyonce-for-elle-usas-may-2016-womenin-music-issue/ [Accessed 1 June 2018]. E! News., 2016. Gigi Hadid Scores Her First American Vogue Cover: How It Compares to Her International Editions [online]. Available at: https://www.eonline.com/au/news/779971/gigi-hadid-scores-her-first-american-vogue-cover-howit-compares-to-her-international-editions [Accessed 1 June 2018]. Vogue., 2016. September 2016 [online]. Available at: http://www.vogue.co.uk/ magazine/september-2016 [Accessed 1 June 2018]. The Fashion Spot., 2016. Vogue Mexico & L. America November 2016 : Nadja Bender & Kati Nescher by Chris Colls [online]. Available at: http://forums.thefashionspot.com/f78/vogue-mexico-l-america-november-2016-nadja-bender-kati-nescher-chris-colls-288221.html [Accessed 1 June 2018]. Design Scene., 2017. Edita Vilkeviciute & Lusiana Gonzalez Cover Vogue Mexico June 2017 Issue [online]. Available at: https://www.designscene.net/2017/05/ vogue-mexico-june-2017.html [Accessed 1 June 2018 Models.com., 2017. Vogue Italia [online]. Available at: https://models.com/work/ vogue-italia-vogue-italia-june-2017-cover [Accessed 1 June 2018].
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ILLUSTRATIONS Models.com., 2017. Vogue Turkey [online]. Available at: https://models.com/ work/vogue-turkey-vogue-turkey-august-2017-cover [Accessed 1 June 2018].
Instagram., 2018. @GigiHadid [online]. Available at: https://www.instagram. com/p/BfqHODHA0a9/?hl=en&taken-by=gigihadid [Accessed 2 June 2018].
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ILLUSTRATIONS Vogue., 2018. David Koma Spring/Summer 2018 Ready-To-Wear Collection [online]. Available at: http://www.vogue.co.uk/shows/spring-summer-2018-ready-towear/david-koma/collection#NYjMBV0dBRA [Accessed 1 June 2018]. Vogue., 2018. Valentino Spring 2018 Ready-To-Wear [online]. Available at: https://www.vogue.com/fashion-shows/spring-2018-ready-to-wear/valentino/ slideshow/collection#2 [Accessed 1 June 2018]. Vogue., 2018. Nikopanda Spring/Summer 2018 Ready-To-Wear Collection [online]. Available at: http://www.vogue.co.uk/shows/spring-summer-2018-ready-towear/nicopanda-pre/collection#x0djVm1pk9O [Accessed 1 June 2018]. Vogue., 2018. Emporio Armani Spring 2018 Ready-To-Wear [online]. Available at: https://www.vogue.com/fashion-shows/spring-2018-ready-to-wear/emporio-armani/slideshow/collection#62 [Accessed 1 June 2018]. Vogue., 2018. Miu Miu Spring/Summer 2018 Resort Collection [online]. Available at: http://www.vogue.co.uk/shows/spring-summer-2018-resort/miu-miu/collection [Accessed 1 June 2018]. Monique Fisher, 2018 (Taken: 20/03/18). Own photograph
Monique Fisher, 2018 (Taken: 20/03/18). Own photograph
Monique Fisher, 2018 (Taken: 20/03/18). Own photograph
Harriet Exton., 2018. Tinomutenda Muchina - street style. My Own Picture. [Taken 2 June 2018].
Harriet Exton., 2018. Molly Ransom - street style. My Own Picture [Taken 2 June 2018].
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ILLUSTRATIONS Harriet Exton., 2018. Molly Ransom - street style. My Own Picture [Taken 2 June 2018]. Harriet Exton., 2018. Molly Ransom - street style. My Own Picture [Taken 2 June 2018].
Harriet Exton., 2018. Tinomutenda Muchina - street style. My Own Picture. [Taken 2 June 2018].
Harriet Exton., 2018. Molly Ransom - street style. My Own Picture [Taken 2 June 2018].
Harriet Exton., 2018. Tinomutenda Muchina - street style. My Own Picture. [Taken 2 June 2018]. Amelia Hurst., 2018. Yuchen Cai - editorial images. Taken 15 May 2018.
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John Hopper., 2018. John Hopper Blog [online]. Available at: https://djohnhopper.blogspot.com [Accessed 3 June 2018].
Pinterest., 2018. Missguided Car Photoshoot [online]. Available at: https://www. pinterest.co.uk/pin/220817187954134087/ [Accessed 3 June 2018].
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ILLUSTRATIONS Trend Hunter., 2014. Daniela Braga Stars in Harper’s Bazaar Brasil January 2 [online]. Available at: https://www.trendhunter.com/trends/harpers-bazaar-brasil-january-2014 [Accessed 3 June 2018]. Tumblr., 2018. Future Aesthetics [online]. Available at: http://futuraesthetics.tumblr.com/post/148829462577/shanajadephotography-indi-kevla-rose [Accessed 3 June 2018]. Pretty Little Thing., 2018. BELLA BLACK SLINKY HIGH WAISTED CYCLE SHORT [online]. Available at: https://www.prettylittlething.com/bella-black-slinky-highwaisted-cycle-shorts.html [Accessed 3 June 2018]. Pinterest., 2018. Kim Kardashain Cycling Shorts [online]. Available at: https:// www.pinterest.co.uk/pin/771171136166882018/ [Accessed 3 June 2018].
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Amelia Hurst., 2018. Yuchen Cai - editorial images. Taken 15 May 2018.
Amelia Hurst., 2018. Yuchen Cai - editorial images. Taken 15 May 2018.
Amelia Hurst., 2018. Yuchen Cai - editorial images. Taken 15 May 2018.
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ILLUSTRATIONS Amelia Hurst., 2018. Yuchen Cai - editorial images. Taken 15 May 2018.
Vogue., 2018. David Koma Spring/Summer 2018 Ready-To-Wear Collection [online]. Available at: http://www.vogue.co.uk/shows/spring-summer-2018-ready-towear/david-koma/collection#NYjMBV0dBRA [Accessed 1 June 2018].
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TREND MAP