Shop Safari

SHOP SAFARI ZARA

URBAN OUTFITTERS

SKINNY DIP

RIVER ISLAND

Part of the primary research included a shop safari which was carried out in Nottingham in order to identify which stores are stocking the transparent trend and how high-street stores have chosen to present it. The trend was identified in most high-street fashion stores in Nottingham. Although the trend was prominent it did not appear on the main fixtures or window displays which could suggest it is not one of the main trends on the high-street this season, nor the most popular amongst consumers.

The main insight the shop safari provided was that the trend was presented through sheer clothing using chiffon fabrics, as well as the use of crochet and lace, presenting the trend in a more subtle way. In contrast the accessories found were mainly made of and clear PVC. Stores that tend to target millennials, like Skinny Dip and Primark, focussed the trend in regards to clubbing culture and therefore holographic transparent accessories were prominent.

Topshop’s offering of a PVC belt implied that they are targeting a consumer who desires fashion forward products inspired by the catwalk, particularly as it resembles a belt designed by Maison Margiela (below).