Consumer Forecasting by JoJo Collins

Johanna Collins | 1102241

EFMM6002 | Consumer Forecasting and Concept Development 1

Forecasting Pack

16/01/2014

Unit Leader: Charlotte Rutter

Introduction

Page 3

The Womenswear Market

Pages 4 - 5

Trend 1 - Raw Heritage Concept Board Catwalk/Street Style Key Shapes/Pieces Key Details/Fabrics Retailing Concept

Page 7 Pages 8 - 9 Page 10 Page 11 Page 12 Pages 13 - 16

Trend 2 - Indestructural Concept Board Catwalk/Street Style Key Shapes/Pieces Key Details/Fabrics

Page 17 Pages 18 - 19 Page 20 Page 21 Page 22

Trend 3 - Blurred Lines Concept Board Catwalk/Street Style Key Shapes/Pieces Key Details/Fabrics

Page 23 Pages 24 - 25 Page 26 Page 27 Page 28

Consumers Rurbanites Athena Woman Modern Mother Young Whatevers

Page 30 Pages 32 - 33 Pages 34 - 35 Pages 36 - 37 Pages 38 - 39

Self Evaluation Bibliography

Pages 40 - 41 Pages 42 - 53

Tempo Trends forecasting pack outlines three of the key predicted Womenswear trends for Autumn/Winter 2015/2016. All of the following trends have been predicted based on the current macro and micro environments and any advances in technology that are emerging now or predicted to emerge within the next year. Trends and concepts have been built with the current Womenswear market and emerging market consumer types in mind, although there is no guideline for any one of the trends as to whom that trend will appeal to. An example of a retailing concept for one of the more prominent trends has been included in the trend pack, and gives a guideline as to how products within this trend could be displayed in store, based on the trend story and how consumers are shopping for fashion now and in the future. At the end of the forecasting pack, an overview has been given of four of the new types of consumers within the Womenswear market, to give an idea of who is buying, what theyâ&#x20AC;&#x2122;re buying, what their lifestyle is and what they want from their products.

the market & opportunities... Clothing as a priority - “Clothes remain high up on women’s spending priorities lending the womenswear clothing sector an element of resilience. (Mintel, 2013) The 25-34s age group - “are forecast to grow by 8% over the next five years and present new opportunities for the industry, as they are buying clothes more often than last year.” (Mintel, 2013) 45-54s age group - “These women are spending more and are increasingly enjoying shopping for clothes.” (Mintel, 2013)

Women’s clothing sales grew

in 2012.

£20bn

Market forecasted to grow

Clothing sales have risen

12%

between 2012 & 2017 4

Womenswear market is currently worth

14%

in the last 5 years

issues & key drivers... Cutting Back - “Females have become more discerning about what they buy and how much they pay for it. This means that retailers need to compete even more for their custom in an already mature womenswear market.” (Mintel, 2013) Multichannel Retailing - Women are increasingly beginning to shop using different methods, and are now able to buy their clothing whenever and wherever they are. “This means that successful fashion retailers need to ensure that they can engage with consumers both virtually and physically and create a seamless overall shopping experience.” (Mintel, 2013)

It is important for fashion retailers to respond to a rise in multiple devices being used to shop for clothing, and ensure the clothing and the brand communicate the same message through every method, giving the customer an easy, seamless shopping experience.

1. Raw Heritage

2. indestructural

3. blurred lines

Prim and proper is swept under the rug to give this rough trend itâ&#x20AC;&#x2122;s edge. Inspired by a boycot of new high-tech manufacturing processes and a desire to keep the manufacturing industry real and raw. Rough edges, natural organic fabrics and industrial muted colours are key components in this nostalgia driven, heavy duty trend. Raw Heritage should be seen as a celebration of the traditional manufacturing processes and skilled craftsmanship throughout the world. 7

MAX MARA FALL 2012

YSL PRE FALL 2012

Phillip lim fall 2013

oN THE CATWALK

oN THE STREET

Key shapes and pieces

Paperbag waists with excess fabric create an unfinished look, while oversized masculine outerwear gives the trend more of an edge.

Tailored pieces such as skirts, shirts and jackets are a more formal way to wear this trend. Heavy features such as zips will keep the pieces on trend. 11

Key details and fabrics Natural fabrics such as rustic Twill, Wool, Leather, Cotton and mesh with raw frayed edges and an unfinished or deconstructed look.

The following Retailing Concept shows inspiration for how the Raw Heritage trend could be displayed in store, as well as an example of a window or store display for the trend. The trend has an industrial element to it, using a lot of raw, natural components or materials and this theme will remain essential throughout how the trend is displayed. The inspiration shows that stores are already using the idea of fixtures made from natural components, and the effect it can have on how the products are displayed. Displays should be kept minimal to allow focus on the product and fabrics but displayed amongst other products to sell the lifestyle and ethos of the trend. Mixing and matching materials is encouraged in this trend, and should be an element that is introduced throughout the displays too.

inspiration Low hanging bulbs and exposed wires gives an industrial feel. Live plants and unpolished or unfinished flooring walls and fixtures made from wood, concrete or brick create the impression of a natural, raw environment.

creative displays The store grabs customersâ&#x20AC;&#x2122; attention by using every day items such as chairs and yarn in eye-catching displays. This creates an experience and encourages the customer to buy into the lifestyle the brand are promoting.

anthropologie NEW YORK This Anthropologie store in New York uses natural components from old furniture and interiors to display their products. All components are neutral colours to draw attention to the product.

vm/ window display Exposed brick wall, metal furniture and mannequins, concrete flooring and green plants create the natural and raw environment for the clothes to be displayed in. The display is eye catching and shows the inspiration and story behind the trend. 16

Indestructural encompasses and implies female strength, power and poise. Inspired by the â&#x20AC;&#x2DC;Athena Womanâ&#x20AC;&#x2122; and her lifestyle, this trend uses jutting sharp edges, tailoring and structured silhouettes to show the strength, determination and success of these women, Colours are not typically feminine, with icy hues and metallics featuring heavily alongside the neutral base of white, black and grey. Close attention is paid to detail in this trend.

jw anderson SS14

iSSY mIYAKE SS14

Calvin Klein SS14

oN THE CATWALK

oN THE STREET

Key shapes and pieces

Panelled structured pieces such as dresses will both accentuate and flatter the figure. Folded detail on skirts and tops is eye catching and provides an easy way to buy into the trend.

Outerwear can be loose and oversized in sheer fabrics for layering or structured in Neoprene for an easy updated look.

Key details and fabrics Reinforced rigid Cotton or Neoprene manipulated to create structure and form, contrasted by fluid Silk and Chiffon with iridescent or metallic sheen.

inspired by a never ending merge between fake and reality, blurred lines celebrates developments in technology and a new aesthetic. Shapes are boxy, relaxed and oversized with a slight â&#x20AC;&#x2DC;sports luxeâ&#x20AC;&#x2122; feel. Pixelated prints and bold clashing colours are key features to make this trend stand out. 23

house of holland fall 2012

johnathan saunders pf13

peter pilotto ss14

oN THE CATWALK

oN THE STREET

Key shapes and pieces

Slouchy sweaters and bomber jackets will be key casual pieces, with colour block and graphic print detail to set them apart. These pieces are easy and versatile to style.

Graphic t-shirts in luxe fabrics will bring the trend from day to night, while dresses will remain loose fitting and slouchy in more premium fabrics. 27

Key details and fabrics Hi-tech and easy to wear fabrics in bright blocked colours and loud clashing prints. 3D printed accessories are a unique touch.

The following pages show four new consumers within the Womenswear market sector. These have been identified using both information from consumer insight and trend forecasting websites such as LSN:Global, as well as primary research such as surveys and interviews into consumers in the market. These consumers may have been used as a source of inspiration for some of the earlier trends in this forecasting pack, although this is not to say that they will be the only group who buy into that trend. The four identified new consumers within the womenswear market should be able to buy into any one of the trends seen earlier in this forecasting pack as they have been designed solely for the market, and not the consumer.

1. 2. 3. 4.

Rurbanites Athena woman Modern Mother Young Whatevers

rurbanites “Urban 20 and 30 somethings who grew up in a globalised world”. (LSN: Global, 2013) Family orientated, with a focus on bringing up their children in safe, natural and healthy environments. Living in the countryside. Consciously eat food and use products which are natural and promote a healthy lifestyle. They want their goods to have a heritage or story behind them, and prefer to buy goods which have been made fairly and and consciously. Ethics and craftsmanship play a big part in the products they buy. They wear more basics and classic items which will last them a long time. They’re not fans of fast fashion. “Locally made, lovingly made, locally sourced goods, or thrift-store finds that come with a story woven into their fibres.” (LSN: Global, 2013)

HEALTHY LIFESTYLE

cONSCIOUS

late adopter natural

Family 33

Athena woman 25-40 year old women who are educated and affluent with increased spending power. They’re determined and thrive from their success, both in their career and everyday life. Buy products which promote health and wellbeing and they doesn’t cut corners in order to make themselves exactly who they want to be. Shun “faceless malls” in favour of human experiences and “like to feel fabric between their fingers and to trace goods directly back to their source” (LSN: Global, 2013)

“In this She-conomy, shrinking and pinking it will no longer suffice. Prepare yourself for the rise of the Athena woman.” (LSN: Global, 2013)

Unswayed by celebrity endorsement and only buy designer fashion from less known and less mainstream designers, with little or no influence from fashion magazines and blogs.

strong powerful

affluent

ambitious

wellbeing 35

modern mother Mid 30s - Early 40s. They work around their families, and don’t let them control their life and ambitions. Consciously shop for products which are simple and honest about their origin and craftsmanship. They’re aware of fashion and trends but tend to buy into more high street brands than designer in a bid to save money. Their interests lie more in their health and wellbeing than buying material goods.

“Having my child is the best thing I’ve ever done but I love my life. Many women change their life, I added him to my life.” LSN: Global, 2013

pampering

family

conscious health

early adopter 37

young whatevers 18-29 year olds either in education or full time employment. Spend their spare time socialising, going to bars and clubs or shopping. Take an interest in their health but more for the purpose of appearance rather than wellbeing. Their younger age allows their income to be more disposable, being spent on clothes from premium or high street retailers, drinking in bars and clubs and going on holidays. The publications they read are full of celebrity endorsement, although their spending willpower means they’ll buy a product they like whether it’s being endorsed or not.

“‘I’m young so I can do whatever’ isn’t the most valid of excuses, but I certainly use it to justify a lot of the things I do.” (Moore, 2013)

This generation of consumer buy into brands through their soft sell and lifestyle promotion. Their phones and laptops may be from Apple, but it’s unlikely that they bought it for the technical spec.

creative

innovators

frivolous

cultured

social 39

Visual creativity has never come easily to me, and it takes a lot of time and research to inspire my more creative work, most of which I am rarely ever proud of. However, this forecasting unit has changed my perception of my creative work entirely. One of the most challenging areas of the unit was coming up with the initial trends and concepts using nothing but my secondary research (mainly PESTEL and consumer research.) Applying information which is relevant now to a future trend is difficult but thought provoking, and remained to be one of my key issues throughout this process. Once I had come up with my trends, however, I found developing the stories and concepts enjoyable, using Pinterest as a key tool to come up with the three concept boards as I was able to see the images sit together before I put them into Photoshop, and find any dominant colours immediately. Throughout this project, I’ve learnt a lot more about Photoshop and Indesign, and have been able to use that in my favour, particularly when coming up with the branding for my forecasting company. I believe that by becoming more comfortable with using this software, my visual communication has dramatically improved when comparing it to my previous work, and is something which I’ve consciously put in effort to improve after reading tutor feedback on old work. In terms of the creative work in this project, I found the retailing concept to be the most challenging part. I am not comfortable with using Adobe Illustrator, so tried to use Photoshop wherever possible, which proved to be a struggle when working out proportions. I believe my work in this section of the pack looks messy and perhaps does not meet the same level of work I’ve produced in the other sections. Overall, I feel great pride when looking at the work I’ve produced for this unit, as it is beyond the level of work I believed I was capable of creatively. I’ve enjoyed putting the forecasting pack together and enjoy seeing the final outcome even more.

Accomplished and original application of a range of specialist practical and technical skills

Applying visual communication

Very high ability to manage own learning in a sustained manner and critically evaluate own progress making effective use of feedback

• Company branding is strong and consistent throughout forecasting pack, with clear thought put into the branding transition throughout the pack and how it can be used to portray different areas of focus. The logo is suitable and versatile, although more thought could’ve been put into the font, as this one is quite corporate looking. • The market sector has been summarised well in terms of performance, issues and key drivers in the market, although more analysis is needed on how these issues/performance relate to this project. • Concepts are well thought out and image quality is good on the boards. The colour palettes, particularly on the second trend, tend to be quite similar in colour, which can look boring. All concepts are easily distinguished and none of the trends look the same. Catwalk and Street Style images are a nice touch, and shows more of the thought process behind the trend, however more analysis could be done on these pages to show a clear story throughout the concepts. • CAD flats look good and are mostly suitable to trends, however more items could be shown in some trends to give a better overview of key pieces. • Retail concept is good, with quite a clear thought process behind it, although more comment could be made on this to show how certain elements have been used and what their purpose is. • Consumer pages are good, and the description of each consumer is insightful. The consumer boards could be bigger with more brand names/lifestyle images shown. The street style image is a good way to identify each consumer with the type of trend they might be interested in. • Research book is well laid out with clear thought processes/comments behind most points. Summarising in image form (e.g. street style) is effective and shows a clear transition from those images to the chosen trends.

Additional comments:

Understanding professional engagement

Strong ability to produce a range of creative practices and to evaluate them in a wider context, generating effective results

Applying synthesis and evaluation

Accomplished application of advanced transferable and professional skills to complex situations and problems

Rigorous application of a range of research methodologies to projects, problems and hypotheses with evidence of highly focused independent thought and critical analysis

Applying research methodologies

Confident knowledge of a range of relevant specialist techniques and processes

Confident knowledge of a range of contextual and theoretical issues, some of which are at the forefront of the discipline, and their relationship to a range of historical and contemporary practices

Remembering academic conventions

Feedback (please comment on achievement against assessment criteria)

A++

Assessment Criteria (please list below)

Feedback

Indicative Grade: (please circle or underline)

16 Jan 2014

Self Assessment

Assessment component:

EFMM6002

Unit Code:

A+

Consumer Forecasting & Concept Development

Unit Title:

13/14

Academic year:

Due date:

Johanna Collins (1102241)

Student name:

This form is to be used to provide feedback to all undergraduate and taught postgraduate students. A separate form should be used for each summative 1 assessment component (as defined in the unit descriptor). It should be completed by the assessor and returned to the student within four weeks of the due date for this assessment component (or, where the component comprises multiple assessment tasks, within four weeks of the submission deadline of the final assessment task). Where appropriate, reference should be made to the University’s generic mark descriptors, which can be found at Appendix 1 of the Common Credit Framework. Before completing this form, staff should ensure that they are familiar with the Student Assessment Feedback Policy.

Student Assessment Feedback

Form AFF13

bibliography 42

text sources a-z LSN: GLOBAL. (2013) Tribes. (Rurbanites, Athena Woman, No-Mos, Mo-Mos and Fu-Mos.) [Online] At: www.lsnglobal.com/tribes (Accessed on 05.10.13) Mintel. (2013) Womenswear – UK – April 2013 [online] At: http://academic.mintel.com/display/662998/?highlight=true#hit1 (Accessed on 01.10.13) Moore, Samantha (2014) [Email Interview by Author, 5th November 2014]

trend introduction images

References on Page 46

References on Page 48

All images made by author using Adobe Photoshop. Detailed image references are included in the corresponding concept board’s references on pages as listed above. 43

References on Page 49

Stand-alone Images by page Tempo Logo Throughout - Image made by author using Adobe Photoshop and watercolour print found at: http://media-cache-ak0.pinimg.com/originals/ef/2d/62/ ef2d629f1db75f1b32e3e728943392cf.jpg (Accessed on 13.01.2014) Pages 4 - 5. Womenswear Market Versace Fall 2010 Campaign - http://4.bp.blogspot.com/_Odu7eqW6gAY/TDIUTXc2JjI/AAAAAAAAfT0/qIyJ9GO-HGk/s1600/ (Accessed on: 07.01.2014) Versace Fall 2010 Campaign - http://3.bp.blogspot.com/_UByF2Z7_7DQ/TDW388zAB0I/AAAAAAAAE-0/5QbtPg4x0u0/s1600/ (Accessed on 07.01.2014) Page 10. Raw Heritage - Catwalk and Street Style Images Phillip Lim Fall 2013 - http://www.style.com/fashionshows/complete/slideshow/F2013RTW-PLIM/#26 (Accessed on 29.12.2014) YSL Pre Fall 2012 - http://cutelikemad.com/wp/wp-content/uploads/2012/03/Screen-shot-2012-03-05-at-3.49.34-PM.png (Accessed on 09.01.2014) Max Mara Fall 2012 - http://www.style.com/fashionshows/complete/slideshow/F2012RTW-MAXMARA/#28 (Accessed on 06.01.2014) Street Style 1 - http://www.whowhatwear.com/img/uploads/current/images/0/17/828/main.original.466x530.jpg (Accessed on 06.01.2014) Street Style 2 - http://www.pinterest.com/pin/525443481495758635/ (Accessed on 28/10/2013) Street Style 3 - – www.waynetippets.com (Accessed on 28/10/2013) Page 11. Raw Heritage - CADS All CADS edited by author using Adobe Photoshop. Original flats found at: http://www.wgsn.com/content/report/Design_Direction/Womenswear/Autumn_Winter_2014_15/a_w_14_15_womens_key_shapes_matrix.html (Accessed on 10.12.2014) Herringbone Fabric - http://www.sprucelondon.com/interior-furnishing-fabrics/herringbone-fabric.html (Accessed on 08.01.2014) Page 12. Raw Heritage - Key Fabrics & Details Herringbone - http://www.anichinifabrics.com/media/catalog/product/cache/1/image/9df78eab33525d08d6e5fb8d27136e95/h/e/herringbone_beige_black_detail.jpg (Accessed on 07.01.2014) Frayed Edge - http://www.fashionsewingblog.com/wp-content/uploads/2013/07/How-to-Fray-Fabric-Edges.jpg (Accessed on 07.01.2014) Mesh Fabric - http://www.homecrafts.co.uk/prodimg/M484A_1_Zoom.jpg (Accessed on 07.01.2014) Rope - http://media-cache-ec0.pinimg.com/ (Accessed on 07.01.2014) Page 14 & 15 Raw Heritage - Retail Concept Inspiration T6M Tokyo - http://www.wgsn.com/content/report/Retail_and_VM/New_Stores_and_Formats/Boutiques/2013/December/t6m_tokyo.html (Accessed on 09.01.2014) Shinola New York - http://www.wgsn.com/content/report/Retail_and_VM/New_Stores_and_Formats/Boutiques/2013/November/shinola--new-york.html (Accessed on 09.01.2014) All retail inspiration images on Page 15 taken by author in Anthropologie in New York - November 2012. Page 20. Indestructural – Catwalk Images Calvin Klein SS14 - http://www.style.com/fashionshows/complete/slideshow/S2014RTW-CKLEIN/#12 (Accessed on 03.01.2014) Issy Miyake SS14 - http://www.style.com/fashionshows/complete/slideshow/S2014RTW-ISMIYAKE/#8 (Accessed on 03.01.2014) JW Anderson SS14 - http://www.style.com/fashionshows/complete/slideshow/S2014RTW-JWANDERSON/#18 (Accessed on 03.01.2014) 44

Page 20. Indestructural â&#x20AC;&#x201C; Street Style Images Street Style 1 - http://www.waynetippetts.com/?paged=13 (Accessed on 08.01.2014) Street Style 2 - http://www.waynetippetts.com/?p=24268 (Accessed on 08.01.2014) Street Style 3 - http://forums.thefashionspot.com/f52/auguste-abeliunaite-117705-29.html (Accessed on 08.01.2014) Page 21. Indestructural - CADS All CADS edited by author using Adobe Photoshop. Original flats found at: http://www.wgsn.com/content/report/Design_Direction/Womenswear/Autumn_Winter_2014_15/a_w_14_15_womens_key_shapes_matrix.html (Accessed on 10.12.2014) Metallic Silver Fabric - http://images.lavishalice.com/images/products/1343210159-16325000.jpg (Accessed on 06.01.2014) Page 22. Indestructural - Key Fabrics and Details Pleated Neck - http://media-cache-ec0.pinimg.com/originals/e9/c8/2f/e9c82fe2b81b7036a4d5299fddb7236d.jpg (Accessed on 04.01.2014) Iridescent Fabric - http://www.sasasupply.com/fabric-a/large/b68b.jpg (Accessed on 04.01.2014) Structure - http://media-cache-ak0.pinimg.com/736x/bc/dc/5e/bcdc5e36883928f61d73843a9ee550db.jpg (Accessed on 04.01.2014) JW Anderson SS14 Folded Top - http://www.style.com/fashionshows/complete/slideshow/S2014RTW-JWANDERSON/#18 (Accessed on 03.01.2014) Page 26. Blurred Lines - Catwalk and Street Style Images Peter Pilotto SS14 - http://img.tatler.co.uk.s3.amazonaws.com/400x600/o_r/Peter_Pilotto-Indigital_400x600.jpg (Accessed on 04.01.2014) Johnathan Saunders PF13 - http://www.style.com/fashionshows/complete/slideshow/2013PF-JSAUNDERS/#5 (Accessed on 04.01.2014) House of Holland Fall 2012 - http://www.style.com/fashionshows/complete/slideshow/F2012RTW-HHOLLAND/#4 (Accessed on 04.01.2014) Street Style 1 - http://www.wgsn.com/content/report/Street_Shots/Womenswear/2013/September/s_s_14_new_york_w_fashionweekwomensstreetshotsuncut.html (Accessed on 28/10/2013) Street Style 2 - Print jumpsuit â&#x20AC;&#x201C; http://www.thesartorialist.com/photos/at-the-shows-milan/ (Accessed on 28/10/2013) Street Style 3 - http://www.wgsn.com/content/report/Street_Shots/Womenswear/2013/October/ss14_shanghai_fashion_week_streetshots.html (Accessed on 28/10/2013) Page 27. Blurred Lines - CADS All CADS edited by author using Adobe Photoshop. Original flats found at: http://www.wgsn.com/content/report/Design_Direction/Womenswear/Autumn_Winter_2014_15/a_w_14_15_womens_key_shapes_matrix.html (Accessed on 10.12.2014) Page 28. Blurred Lines - Key Details and Fabrics Colour Block - http://media-cache-ec0.pinimg.com/originals/f/e4/26/6fe4268a86fba7c0591b45223a0f3b97.jpg (Accessed on 05.01.2014) Pixels - http://www.pinterest.com/pin/307581849522435842/ (Accessed on 05.01.2014) Graphic Print - http://printpattern.blogspot.co.uk/2013/08/designer-sunny-todd.html (Accessed on 05.01.2014) 3D Printed Shoe - http://design-milk.com/3d-printed-shoes-by-janne-kyttanen/ (Accessed on 05.01.2014) Page 32. Rurbanites http://www.mmforsberg.com/blog/wp-content/2010/05/natalia-vodianova-her-family-by-mario-testino-for-vogue-us-1.jpg (Accessed on 03.01.2014) Page 34. Athena Woman http://www.elle.com/cm/elle/images/cq/elle-06-october-winners-circle-style-awards-1012-xln-xln.jpg (Accessed on 04.01.2014) 45

Page 36 . Modern Mother http://media-cache-ec0.pinimg.com/236x/d8/cc/75/d8cc75f622e3393e36e45789793f2611.jpg (Accessed on 04.01.2014)

Page 38. Young Whatevers. http://wearesodroee.files.wordpress.com/2013/12/codie-young-by-andy-eaton-for-black-magazine-20-fall-2013-5.jpg (Accessed on 04.01.2014)

trend 1 - raw heritage 2

5 7 10

6 11

1. http://pinhouse.pl/storage/32000/6208/59dfdeade4569abca73407c4fd15af2d.jpg (Accessed on 09.12.13) 2. http://www.pinterest.com/pin/307581849522476275/ (Accessed on 12.1.14) 3. Triangle made using Photoshop, camouflage background found at - http://hqtexture.com/uploads/posts/2012-03/1333020345-837481-camouflage_117-mb_7_www.hqtexture.com.png (Accessed on 29.12.13) 4. http://www.pinterest.com/pin/307581849522475972/ (Accessed on 12.01.2014) 5. http://www.pinterest.com/pin/307581849522391913/ (Accessed on 10.01.2014) 6. http://www.pinterest.com/pin/307581849522256785/ (Accessed on 10.01.2014) 7. http://www.flickr.com/photos/kclawsonstone/10945890356/ (Accessed on 09.01.2014) 8. http://www.pinterest.com/pin/307581849522261262/ (Accessed on 10.01.2014) 9. http://www.pinterest.com/pin/307581849522256750/ (Accessed on 10.01.2014) 10. http://www.pinterest.com/pin/307581849522261404/ (Accessed on 10.01.2014) 11. http://www.pinterest.com/pin/307581849522261405/ (Accessed on 10.01.2014) 46

Raw Heritage retailing concept 3

1 7 2

5 9 Window display made by author using Adobe Photoshop using images as follows 1. Brick wall - http://th02.deviantart.net/fs70/PRE/f/2010/205/5/9/Exposed_Brick_III_by_Baq_Stock.jpg (Accessed on 12.01.2014) 2. Silver mannequins - http://www.munchkinmannequins.com.au/images/product_photos/sm29_silver/Dscf9941ms.jpg (Accessed on 3. Exposed light bulbs - http://www.wgsn.com/content/report/Retail_and_VM/New_Stores_and_Formats/Boutiques/2013/December/t6m_tokyo.html (Accessed on 09.01.2014) 4. Folded knits - http://www.pinterest.com/pin/307581849522476282/ (Accessed on 12.01.2014) 5. Chair - http://www.restoredstyle.com/restoredstyle/wp-content/uploads/2011/01/metal-chair-lyle-side-chair.jpg (Accessed on 12.01.2014) 6. Plant - http://www.vizpark.com/wp-content/gallery/interior_plants_gallery/vp-plant-0018.jpg (Accessed on 12.01.2014) 7. Tree - http://www.detaildesignonline.com/contentimages/B-B-018.jpg (Accessed on 12.01.2014) 8. Old suitcases - http://www.pinterest.com/pin/307581849522476319/ (Accessed on 12.01.2014) 9. Concrete flooring - http://texturezine.com/wp-content/uploads/2012/11/IMG_9195.jpg (Accessed on 12.01.2014) CAD skirts as before. 47

trend 2 - indestructural 1

7 2 9

1. http://viskysavage.tumblr.com/image/45477040609 (Accessed on 09.12.2013) 2. http://anabundanceof.tumblr.com/post/35242755589/ejakulation-raquel-zimmermann-in-issey-miyake (Accessed on 09.12.2013) 3. http://media-cache-ec0.pinimg.com/originals/fe/db/e7/fedbe7a5a4824bd3c11c74187550bbeb.jpg (Accessed on 10.01.2014) 4. http://fiore-rosso.tumblr.com/post/18131359325/martin-issac (Accessed on 09.12.2013) 5. http://media-cache-ec0.pinimg.com/originals/36/f0/65/36f06568999961052d211b63a76c9d96.jpg (Accessed on 09.12.2013) 6. http://media-cache-ec0.pinimg.com/originals/29/0c/ce/290cce2b8696fb74853e151bf532a9a8.jpg (Accessed on 10.01.2014) 7. http://www.notjustalabel.com/sites/default/files/imagecache/colorbox/collections/18763/matijacop1.jpg (Accessed on 09.12.2013) 8. http://luxe-pauvre.tumblr.com/post/23879220526 (Accessed on 10.01.2014) 9. http://www.archdaily.com/86888/small-studio-svendborg-architects/sony-dsc-37/ (Accessed on 10.01.2014) 10 10. Opening Ceremony SS14 - http://www.pinterest.com/pin/307581849522477321/ (Accessed on 13.01.2014)

trend 3 - blurred lines 4

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1. http://hole-of-the-wall.tumblr.com/post/16065034013/darkdekathlon-mdlxiii (Accessed on 10.01.2014) 2. http://www.pinterest.com/pin/307581849522477415/ (Accessed on 10.01.2014) 3. http://www.thingiverse.com/thing:83554 (Accessed on 10.01.2014) 4. http://www.pinterest.com/pin/307581849522477427/ (Accessed on 10.01.2014) 5. http://galletasdeante.blogspot.com.es/2012/05/amazing-abbey-lee.html (Accessed on 10.01.2014) 6. http://www.flickr.com/photos/take-care/3746413915/in/gallery-kathykavan-72157623731487997/ (Accessed on 10.01.2014) 7. http://galletasdeante.blogspot.com.es/2012/05/amazing-abbey-lee.html (Accessed on 10.01.2014) 8. http://media-cache-ak0.pinimg.com/originals/2c/26/28/2c26284554d881c93171ce449afd4268.jpg (Accessed on 10.01.2014) 9. http://coloursintherainbow.tumblr.com/post/16686308821 (Accessed on 10.01.2014) 10. http://ffffound.com/image/0f52d6e4c22fbbaeee270dcef3e75218206771c1 (Accessed on 10.01.2014)

Consumer 1 - rurbanites Rurbanites consumer board made by author using Adobe Photoshop. 3

1- Whole foods market - http://www.pinterest.com/pin/327073991659027703/ 2 - Cambridge satchel company - http://4.bp.blogspot.com/-84gdqDo9UXo/UQKhxklnWDI/ AAAAAAAAEj0/boHz7LzVDyM/s1600/IMG_6492.JPG 3 - Traid - http://www.havering.gov.uk/PublishingImages/Campaigns/Sew%20Good%20Workshops/ TRAID.jpg 4 - Bike - http://www.pinterest.com/pin/142848619403459894/ 5 - Natural living room - http://www.pinterest.com/pin/155796468332562825/ 6 - Healthy eating - http://d6h7vs5ykbiug.cloudfront.net/wp-content/uploads/2012/03/Homemade_ Muesli_Recipe_22.jpg 7 - Street style - www.waynetippets.com 8 - Origins - http://www.esteelauder.jobs/assets/21/OR_Photo.jpg All images accessed on 20.10.13

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Consumer 2 - athena Athena Woman consumer board made by author using Adobe Photoshop. 1

1 - Fitness - http://3.bp.blogspot.com/-CsoM61lKl4A/Te-2zg3fTxI/AAAAAAAADmc/rG3h9ObOONU/ s1600/makeyourselfteammariash.jpg (Accessed on 08.01.2014) 2 - Boutique - http://maosuit.com/wp-content/uploads/2012/10/IMG_7964.jpg (Accessed on 08.01.2014) 3 - Modern Living - http://www.launchsme.com/images/full/2013/12/27/modern-interior-design-ideacontemporary-living-room-simple-kitchen-architecture-office-ideas-oriental-carpet.jpg (Accessed on 08.01.2014) 4 - Ren Skincare - http://www.chestergrosvenor.com/uploads/images/bgimages/REN_bg.jpg (Accessed on 08.01.2014) 5 - Origin Magazine - http://2.bp.blogspot.com/-upvYjirMyUo/UX_UfqpICCI/ AAAAAAAACR8/6hXlBmJdP2o/s1600/913679_533872773318054_164902614_o.jpg (Accessed on 08.01.2014) 6 - Whole foods - http://blog.amplifinity.com/Portals/21964/images/Whole-Foods-006.jpg (Accessed on 08.01.2014) 7 - Street Style - http://www.pinterest.com/pin/307581849522477691/ (Accessed on 13.01.2014)

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Consumer 3 -modern mother Modern Mother consumer board made by author using Adobe Photoshop. 1

1 - Zara - http://fashionbombdaily.com/wp-content/uploads/2012/11/zara-store-1.jpg 2 - Toyota Prius - http://srv2.betterparts.org/images/toyota-prius-06.jpg 3 - Yoga - http://www.3x30yoga.com/images/yoga.jpg 4 - Peace/Wellbeing/Harmony - http://i.istockimg.com/file_thumbview_approve/13040646/2/stock-photo13040646-peace-wellbeing-balance-and-harmony.jpg 5 - Whole Foods - http://blog.amplifinity.com/Portals/21964/images/Whole-Foods-006.jpg 6 - Street Style - http://www.thesartorialist.com/ 7 - Iphone - http://mobile.ebest.in/upload/thumb/iphone-4S-16GB-White.jpg 8 - Harpers - http://www.fashionloving.co.uk/wp-content/uploads/sienna-miller-harpers-bazaar-UK-cover. jpg All images accessed on 20.10.13

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Consumer 4 - Young whatevers Young Whatevers consumer board made by author using Adobe Photoshop. 1

1 - Festival - http://huntingothers.com/wp-content/uploads/2011/07/festypic.jpg (Accessed on 28/10/2013) 2 - Camera - http://www.pinterest.com/pin/307581849522171410/ (Accessed on 08.01.2014) 3 - Gym - http://abduzeedo.com/logo-design-gym-fitness (Accessed on 28/10/2013) 4 - Benefit - http://www.spitalfields.co.uk/img/benefit.jpg (Accessed on 08.01.2014) 5 - Dazed and Confused - Dazed and Confused â&#x20AC;&#x201C; http://www.omgdaily.com/blog/?tag=dazed-andconfused-magazine-dowlonad (Accessed on 28/10/2013) 6 - Facebook - http://www.underconsideration.com/brandnew/archives/facebook_logo_detail.gif (Accessed on 08.01.2014) 7 - Instagram - http://www.honorslounge.com/wp-content/uploads/2013/10/Instagram-logo.png (Accessed on 08.01.2014) 8 - Cocktails - http://www.digitaltrends.com/lifestyle/its-five-oclock-everywhere-best-cocktail-wine-andbeer-apps/ (Accessed on 28/10/2013) 9 - Topshop - http://www.friarssquareshopping.com/wp-content/uploads/2013/11/Topshop-logo.jpg 10 - Street Style - http://www.pinterest.com/pin/290904457151602160/ (Accessed on 28/10/2013) 11 - iPhone - http://mobile.ebest.in/upload/thumb/iphone-4S-16GB-White.jpg (Accessed on 20/10/2013)

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