- SS 18’
TREND FORECAST
National Institute of F a s h i o n Te c h n o l o g y Bengaluru
TREND FORECAST B Y I S H I TA S R I VA S TAVA , S E M E S T E R V I I D E PA R T M E N T O F FA S H I O N C O M M U N I C AT I O N N A T I O N A L I N S T I T U T E O F T E C H N O L O G Y, B E N G A L U R U
DISCLAIMER The information contained in this document is confidential, privileged and only for the information of the intended recipient and may not be used, published or redistributed without the prior written consent. opinions expressed are in good faith and while every care has been taken in preparing this document.
ABSTRACT This documentation was about the knowledge that the students had and also gained during their period of learning and understand of the subject Fashion Forecasting. Each individual has their own level of understanding which got ehanced after learning various tools of forecasting and how market study helps in the process. Working with the tools of forecasting has enabled us to understand better how trends function and how their variables work around them. With their help of our faculty Radhika Vargeese, these tasks became a lot simplier to understand and evaluate. We recieved a deeper understanding of what, who and how under fashion is obtained and forecasted. How it is picked up by the brands depending upon their image. Also, how the brands manages to retain it’s image while still being in trend.
CONTENTS
BRAND STUDY ABOUT THE BRAND GEOGRAPHY OF THE BRAND BRAND ORIGIN BRAND SEGMENTATION BRAND CULTURE BRAND BOARD BRAND PROMISE BRAND POSITIONING COMPETITORS TARGET MARKET CLIENT PROFILE CLIENT BOARD TREND STUDY TOOLS USED FOR FORECASTING QUESTIONNAIRE CURRENT TREND STUDY: HYBRID BLOSSOM CURRENT TREND STUDY: PURE ESSENCE CONSUMER BEHAVIOUR STUDY FASHION MEDIA ANALYSIS TREND FORECAST REPORT FORECAST: FLORAL EXODUS FORECAST: INVISIBLE CRAFT BIBLIOGRAPHY APPENDIX
GEOGRAPHY OF THE BRAND India opened its first CALL IT SPRING store in 2014. They has a strong presence worldwide with close to 900 locations in 25 countries across North America, the Middle East, Europe, Asia and Latin America. The brand also has widespread distribution as a shop-in-shop concept across the Globe.
ABOUT THE BRAND The ultimate destination for killer shoes and accessories, CALL IT SPRING is the perfect go-to for today’s most coveted trends with equally pretty price-tags. It’s the inspiration you feel when putting together a new look, the creativity of flirting with fresh styles. It’s about discovery and freedom and making your fashion a show-and-tell for who you are. You call it love, we CALL IT SPRING. CALL IT SPRING is eternally youthful and charismatic, whether it’s in their shoes, their store design or their online presence. Their environments capture the essence of our campaign and engage their clientele with the latest trends at incredibly approachable prices. Their store concept mix sleek contemporary materials, attractive textures and eye-catching colours to create a playful and inspiring environment for their customers; a unique trend destination showcasing their accessible and fashionable collection where individuality and self-expression can bloom.
B R A N D S E G M E N TAT I O N CALL IT SPRING is into selling Handbags, Accessories, Shoes for men and women both.
BRAND ORIGIN
Call It Spring is an ALDO Group brand. Founded by Aldo Bensadoun, the first ALDO store opened its doors in 1972 in Montreal. Today, the company boasts over 1,600 retail stores in over 65 countries worldwide. The Call It Spring brand was founded in 1991, and today operates over 200 stores worldwide. Most recently, Call It Spring has partnered with JCPenney, one of America’s leading retailers, to open 500 shop-in-shops across the United States in Fall 2011. As part of its journey, Call It Spring will also be expanding into the Southern Hemisphere and the United Kingdom in 2012. Be on the lookout for exciting new store openings across the globe.
B R A N D C U LT U R E
The Call It Spring Identity Home to the latest footwear and accessories, Call It Spring reflects up to the minute trends that are easy on the pocketbook. Created for original thinkers Call It Spring is the perfect place to experiment with personal style, to debut a new look, to figure out the meeting point between individuality and discovery. The Call It Spring Recipe Drawing inspiration from the streets, the culture and of course, the trade and runway shows, our product developers delve into the world’s fashion capitals and their individual fashion trends wholeheartedly. Working up to a year in advance, our product developers are always ahead of the game, making it their mission to know what’s next. The Call It Spring Promise We never lose sight of our vision: to make people feel good, through the products and the service we provide every day. We are dedicated to providing Total Customer Service.
HIGH COST
LOW VERSATILITY
HIGH VERSATLITY
BRAND POSITIONING
LOW COST
BRAND PROMISE
“Always up-to-date with the latest trends from the fashion capitals of the world, and with an emphasis on quality and craftsmanship, Aldo is a brand for the conscious, selfaware shopper.”
COMPETITORS
Though primarily a shoe brand, also sells bags and accessories. Its competitors include other brands that sell a similar array of products. Four of its closest competitors are:
B R A N D TA R G E T M A R K E T
The target market comprises men and women aged 16 to 45, with a chic, trendy, bold fashion sense, medium to high purchasing power and willingness to spend on their appearance/Â image.
CLIENT PROFILE
PSYCHOGRAPHIC Personality: Youthful, Playful, experimental, Fashion forward, Trendy, Image conscious, Technologically advanced. Groomed. Lifestyle: Lavish, Fashion enthusiasts, Urban, More leisure time. Social Class: Bottom Upper and Top Middle. DEMOGRAPHIC Age: 16 - 45 ( young adults and middle youth ) Gender: Female Income level: 2 lakhs or more per month. Education level: Graduate, Post Graduates, etc. Occupation: college students, working females, bloggers, entrepreneurs etc. Location: Metropolitans.
TREND STUDY SS 18’
TOOLS USED FOR FORECASTING
SS 18’
Questionnaire WGSN/ Promostyl Consumer behaviour study Fashion publication analysis / Fashion Media
QUESTIONNAIRE
SUMMARY
Maximum consumers prefer quality and trendy products that helps in building the brand image. Most of the consumers buy shoes once in every 6 months so they look for it to be as worth the price. Consumers are attracted by Fashion trends in CALL IT SPRING. They prefer comfort and styles the most in this brand. Trends and colours are the least selected. Most of the consumers would like to have the prints only on the back of the footwear. The images given below are the top selections of people in terms of silhouette, prints, type, colour styles and comfort.
CURRENT TREND STUDY
HYBRID BLOSSOM A/W 17 18’ Promostyl MYTH
VELVET TOUCH is an ongoing trend used by the brand in all the segments of their fashion line: shoes, handbags and accessories. In terms of shoes their are two silhouettes the sock boot appeal and block heels. For autumn winter Velvets seems like the best option to be comfortable yet stylish, Along with these factors it also adds up to the richness quotient of the footwear, giving it a Royal and Elegant appeal. Printed, plain as well as crushed textures of velvets have made their way into the market. Sock Boot appeal is just plain and comfortable silhouette, made to make the winters easy. Floral AppliquĂŠ is the major print but in dark colours mostly maroons, dark pinks and violets.
MOOD BOARD
PRODUCTS OF THE BRAND I N S T O R E C U R R E N T LY
CURRENT TREND STUDY
PURE ESSENCE A/W 17 18’ Promostyl SHADES
HIGH ON SHINE Continuing through from 2016, young women are still turning to metallic footwear to add a luxe finish to their festival look. That said, the metallics on show for 2017 appear predominantly subdued, in line with those that we have seen dominating commercial offerings for recent seasons. While instantly recognisable sports styles are subject to a metallic overhaul, painted and glitter coatings enliven leather styles. Glittering or metallic finishes and embelishments add a glam touch to sheer and opaque, as the iridescent sparkle of A/W 17/18 gains momentum. The influence of 1970s disco is explored at Missoni and Ungaro, while Lucio Vanotti and Esteban Cortazar evoke the Regal Opulence trend. The rise of party and eveningwear continues to grow. Open mule to Boots to slipons to sneakers It is everywhere. The pattern is either overall or just limited to a few parts of the footwear to highlight or even on heel blocks depending upon the type.
MOOD BOARD
PRODUCTS OF THE BRAND I N S T O R E C U R R E N T LY
C O N S U M E R B E H AV I O U R STUDY
O B S E R VAT I O N
The Consumers of the brand Call it Spring are Youthful, Playful, experimental, Fashion forward, Trendy, Image conscious, Technologically advanced. Groomed. Every other women is independent or working and has a Lavish lifestyle, there fore they have more to spend and have become Fashion enthusiasts, and Pleasure loving. They walk with a chic, trendy, bold fashion sense, medium to high purchasing power and willingness to spend on their appearance/ image, wanting to be Fashionable and out stand in a crowd. They come looking for styles and trends but yet comfortable Fashion sense is being developed in everyone as more women begin to fend for themselves. we are living in an era of liberation and self expression where women are opportunist. Networking is a draw in these co-working spaces: In their hallways, opportunities to brush up against potential customers, partners and investors abound so the women these days look for “Dressing for Success” or the concept of “Power dressing”. It’s about discovery for them, freedom and making your fashion a show-and-tell for who you are. Playful, unique and never predictable, it’s about wanting to stand out while still fitting in. They believe in individuality and self-expression.
FA S H I O N M E D I A A N A LY S I S
O B S E R VAT I O N
As per various online articles and social media posts as well discussion the predicted trends that could be picked up by CALL IT SPRING are: Open Mules Half Open T- strap Lucid Heel Round Buckle Mesh textile Silk and Satin textile COLOUR CODING FOR THE NEXT PAGE.
TREND FORECAST SS 18’ GARDEN PARTY Promostyl Vision SS 18’ INVISIBLE CRAFT Promostyl Solutions SS 18’
ABOUT THE FORECAST The predicted forecast no 1 is: Garden Party which, because floral appliquĂŠ is ongoing and it will carry forward only the colour palette will change. The predicted colour will be Millennial pink, chilli red, lavender, greens, bright oranges, blue, yellow and peaches. The Half open style of Mary Jane style will come, along with Round Buckles, T straps and Ankle straps will make a revolutionary comeback. Square toe and Block heels are predicted too. Using Mesh and Silk and stain will compliment this style. The predicted forecast no 2 is: Invisible Craft which is because it is already there in the heels, It might just take over in terms of overalls. The predicted styles will be Lucid heels, Clogs, Open Mules and Pencil heels. The prints will be stripes for this, and fabric lurex, plastic looking polyester and mesh again to bring about the transparency and opacity.
G A R D E N PA R T Y
IN THE CLEAR
BIBLIOGRAPHY Books: Promostyl SS 18’ (women) Promostyl SS 18’ (colours) Sites: Pintrest Google Vouge.com Bazzar.com Elle.com Callitspring.us Callitspring.in Aldo.com
REFERENCES
Links: https://in.pinterest.com/pin/402298179196814425/?lp=true http://www.ubmfashion.com/blogs/footwear-trenddirection-spring- summer-2018 http://portugalshoes. com/springsummer-2018-trend-forecast/ http:// fashionwebgraphic.com/ss2018-trend-forecasting http://www.callitspring.com/us/en_US/women/shoes/ oxfords-%26- loafers/c/118 https://in.pinterest.com/pin/383087512037968170/ http:// www.vogue.co.uk/topic/fashion http://www.harpersbazaar. com/fashion/fashion-week/g12176349/ new-yorkfashion-week-spring-2018/ http://en.vogue.fr/fashion/ fashion-inspiration/diaporama/fwah2017- shoe-trendsfor-fall-winter-2017-2018/41761#tendances-chaussuresmoonboots-fourrures http://www.vogue.co.uk/gallery/ shoe-trends-spring-summer-2018 http://www.vogue.co.uk/ shows/spring-summer-2018-resort https://in.pinterest.com/ pin/334814553538278575/ http://www.ubmfashion.com/ blogs/footwear-trend-direction-spring- summer-2018 http://www.ubmfashion.com/blogs/footwear-trend-directionspring-summer-2018 https://www.pantone.com/fashion-color-trend-report-newyork-spring-2018 http://www.fashiontrendsetter.com/v2/2017/05/26/ispo-colorpalette-springsummer-2018/
APPENDIX Questionnaire, It’s Summary, pie chart, bar graph, excel sheet and evaluation.
YOU CALL IT LOVE, WE CALL IT SPRING.
- SS 18’
TREND FORECAST
National Institute of F a s h i o n Te c h n o l o g y Bengaluru