Trend Map Report

RESEARCH ETHICS DECLARATION

I confirm that this work has gaines ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project.

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Date: .......................................................

RATIONALE

This Trend Map Report will outline the importance of the athleisure trend and its impact on the fashion industry. Such as, a discussion of the importance of trend forecasting, what factors are driving the athleisure trend, and what role does the media play in influencing this trend.

This report will also feature a styling shoot based of the athleisure trend in the style of a mock up editorial piece.

METHODOLOGY

This Trend Map Report was compiled from both primary and secondary research. Trend forecasting providers such as WGSN and Mintel were used to correctly assess were the athleisure trend stood in the market. Furthermore, various books and documentaries were studied to gain a wider understand of trends and fashion forecasting as well as the factors which influence them. Primary research such as observation and brand interviews to understand athleisure and its place in the different retail divisions; such as the luxury market and the high street.

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INTRODUCTION

The term ‘trend’ us often used within the context of fashion, it refers to “the direction in which fashion maybe heading” (Blaszczyk, R. L., Wubs, B., 2018.) A trend is used when one is referring to popular fashion forward items. Furthermore, one cannot look at fashion magazines, websites or blogs without seeing the key trends for that current season (Kim, Fiore, Kim, 2011).

Fashion trends are influenced by several outside factors such as, social issues, subcultural issues, technological advances, media and celebrities. These factors help propel fashion advances and consumers’ fashion adoption (Kim, Fiore, Kim, 2011).

The term ‘trend’ us often used within the context of fashion, it refers to “the direction in which fashion maybe heading” (Blaszczyk, R. L., Wubs, B., 2018.) A trend is used when one is referring to popular fashion forward items. Furthermore, one cannot look at fashion magazines, websites or blogs without seeing the key trends for that current season (Kim, Fiore, Kim, 2011).

Fashion trends are influenced by several outside factors such as, social issues, subcultural issues, technological advances, media and celebrities. These factors help propel fashion advances and consumers’ fashion adoption (Kim, Fiore, Kim, 2011).

Fashion is continuously developing, and trend forecasters are the major providers of style information to the fashion industry (Blaszczyk, R. L., Wubs, B., 2018). New styles are constantly being introduced into the market, some of which gain popularity from consumers through their purchase and eventually will go into decline until they finally disappear – this is what is called a fashion cycle. The fashion cycle aids forecasters and retailers to anticipate the acceptance and duration of fashion trends (Kim, Fiore, Kim, 2011).

However, the term trend is not what it used to be. It can be harder to anticipate trends because today’s consumers now follow their own fashion rules; buying and dressing in what appeals to them – inspired by what they see on the fashion animated streets, the internet and live streamed fashion shows (Zegheanu. L., 2011).

Yet, trends are still analysed and followed by manufacturers who use them as a way of establishing an order in the chaotic world of fashion. Trend forecasting companies use advanced technologies and professional experts to predict what will sell successfully in the future (Zegheanu, L., 2011).

Fast forward brands are using the huge number of trends in demand at any one moment to make and sell more clothes, by utilising information, communication technologies and through their efficient, flexible production and distribution systems, fast fashion brands are able to respond to changing trends quicker than ever before (Zegheanu, L., 2011).

Fig.5 IMPORTANCE OF TRENDS & IMPACT ON THE FASHION INDUSTRY.

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IMPORTANCE OF TREND FORECASTING & PLACE IN FASHION MARKETING.

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The purpose of trend forecasting allows one to measure how their brand has been performing and how it will perform in the future against the current and future trends of the industry.

Many designers and brands pay consulting trend forecasting services such as WGSN so that they can research upcoming trends and constantly stay ahead of the market. This is because trend forecasting services offer in-depth reports on what future trends will be and look like (Sherman, L., 2014).

Furthermore, trend forecasting is extremely important for retailers today because of fast fashion, retailers must remain ahead of the trends in order to stay competitive and relevant. The traditional model of the four fashion seasons is becoming obsolete with the new consumer wave of see now, buy now shopping; this means that retailers are continuously using fashion forecasting to be aware of what future trends will be so that they can leverage stream-lined production cycles to release on-trend pieces in a matter of weeks (Buxton, Unknown).

With the development of technology, the expectance of convenience combined with the consumers short attention spans and desire for immediacy – retailers have been forced to evolve to remain relevant, with consumers dictating the fashion cycle (Buxton, Unknown).

“TRACKING TRENDS IS A CRUCIAL WAY TO BE INFORMED ABOUT SOCIETY AND UNDERSTAND PEOPLE, THEIR BEHAVIOUR, NEEDS AND MINDSET, AND HOW THAT COULD IMPACT THE FUTURE,”

- ANNE LISE KJAER.

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THE FASHION CYCLE

All fashion products have a finite life cycle. New styles are introduced into the market, last for a certain period of time, decline, and finally disappear. The diffusion of a specific fashion follows a predictable cycle, called a fashion cycle.

The fashion cycle includes four main stages: introduction, growth, maturity and decline. The fashion cycle allows retailers to better predict sales and profitability of specific trends.

The introduction stage is when a new trend is introduced to the market and gains acceptance however, the supply of the new style is limited.

In the growth stage, competition begins to emerge as the trend is exposed to more consumers, gaining popularity. Thus, the original style of the trend will be modified for mass fashion, making it available at a lower price point.

The maturity stage is the longest period of the cycle. Competition becomes more intense making prices fall to appeal to the mass market. The original style is further modified as manufacturers use cheaper materials and labour, so products can be sold at an even lower price point.

In the decline stage, the trend will begin to go out of fashion, losing its popularity. Sales and profits will rapidly decrease, and retailers will but this style on sale to eliminate the obsolete stock (Kim, E., Fiore, A, M., Kim, H., 2011).

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ROLE OF THE MEDIA

Ruth Staiman, former fashion director and current CEO of The Fashion Office, has stated that technology is the new fashion.

“Trend forecasting is a process that begins with colour and fabric predictions, trend selections and comes full circle with trade show and fashion show attendance. Before the internet, Fashion Direction was based on instinct.”

Sites such as Stylesight, Stylelist, My Pantone and Polyvore only add more information and data to the process. Information that was only available to Retail executives is now in the public domain and has pushed trend forecasting to a new level.”

Furthermore, Wendy Bendoni a Professor of Fashion Marketing has said that “tracking fashion trends used to mean traveling abroad about five times a year to review runway, retail and street fashion and the total process would take over a month.”

However, today with the support of media outlets and social media it can take up to only a few minutes to send footage of what people are currently wearing and what trends retailers are distributing changing the face of trend forecasting forever (Wright, M., 2010).

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Social media is an ever-growing platform with an extremely competitive online environment. Social media has a large role to play in the modern-day market when it comes to trends and trend forecasting this is because, certain fashion statements often manage to attract an inordinate amount of attention, thus becoming a trend.

Much of the time, trends occur over social media because of the influence of popular members of the network when they project content which resonates with their following thus causing the content to propagate and gain popularity with a wider majority (Asur, S., Huberman, B, A., Szabo, G., Wang, C., 2011).

The modern-day consumer has more influence over the fashion industry than ever before through the power of social media; from the average person inspiring and influencing fashion designers to fashion bloggers influencing not only their followers but designers because they essentially have the same power as editors therefore, creating and developing new trends (Sellors, A,B., 2014).

The digital revolution has empowered people from all ends of the spectrum to take trend research into their own hands. Therefore, instead of a few trends emerging at the one time there is now a magnitude of trends surfacing simultaneously infiltrating one another (Illingworth, G., 2016).

Today’s trend forecasting is no longer demographic based but more dynamic, embedded within social and cultural frameworks as in recent years, communities have diversified, and consumer patterns have become more complex therefore, making trend forecasting more complex than ever before (Illingworth, G., 2016).

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Fig.13 – Geraldine Wharry, founder of Trend Atelier.

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“THERE IS NO SUCH THING AS SUBCULTURE ANYMORE. TREND FORECASTING USED TO BE ABOUT TAPPING INTO THINGS PEOPLE DIDN’T KNOW ABOUT, THEY COULD ACCESS INFORMATION THAT WASN’T WIDELY AVAILABLE AND THEN SHOW IT TO THE WORLD. NOW THEY NEED TO FIND VALUE SOMWHERE ELSE.”

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KEY CULTURAL INFLUENCES

SOCIAL-CULTURAL

Trends are strongly influenced by social-cultural changes such as modernization, technological innovation and artistic movements.

Trend analysis monitors shifts in fashion, consumer lifestyle and culture. It is important to understand that trends are created by people, who on different levels get involved with different artistic environments.

The three main sources of the development of trends are high culture, popular culture and subculture.

High culture refers to elite activities which one may take part in. These activities in terms of fashion, for example can further process and lead to inspiration and new concepts. This means that through observing contemporary art one may be able to gain valuable information about what influences designers and upcoming trends.

Popular culture is extremely influenced by celebrities. This type of culture is seen as a commercial one, mass-produced for mass consumption. In recent years, mass media has increased the exposure and power of celebrities in terms of fashion, as the industry understands that they have a huge following and an influential presence over these followers making them very interesting towards fashion designers who try to place their products on them. There is a huge trend currently in the media where models will be replaced by Hollywood stars in advertising campaigns for fashion brands. Through these advertising campaigns and partnerships, celebrity followers are being influenced to buy into these brands.

Subculture includes local movements such as graffiti and hip hop, they are often categorised as unique styles which usually diffuse into the mainstream. The influence of subculture is very prominent and can especially be seen in distinguished fashion trends such as ‘street wear’, ‘surf’ and ‘skateboard’ culture (Intothefashion, 2010).

An example of subculture is when unemployed young people in the United Kingdom started punk fashion in the mid-1970s. It was originally a sign of anti-establishment sentiment but has now since been commercialized and diffused into the mass market and high-end fashions (Kim, E., Fiore, A, M., Kim, H., 2011).

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ECONOMIC

Trends are often influenced by the state of the current economy. FIT professor John Mincarelli states, “In rough economic times, people shop for replacement clothes,” adding “basics” prevail during an economic downturn, meaning that the consumers need changes and therefore so does the trend (Fuller, G., 2015).

Under pessimistic economic conditions, consumers tend to curb their consumption, especially of luxury goods. In the past, economic downturns have influenced the fashion industry through department stores cancelling their orders and designers cutting their prices, introducing in-expensive ready-to-wear lines (Kim, E., Fiore, A, M., Kim, H., 2011).

Furthermore, a robust economy correlates to an increase in consumer’s disposable income therefore, increasing sales and allowing retailers to sell more goods (Treadwell,L., Unknown) and the world economy has in fact rebounded and is growing.

However, even in the time of the recession, the retail industry maintained impressive sales for example in 2015 it achieved global sales of $20.8 trillion and based on the economic scenario worldwide, the retail industry is predicted to grow to $28 trillion by 2020 (Pratap, A., 2017).

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These different cultural influences will impact different high street retailers in various ways. The RTT believes that those retailers that successfully understand and target the shifting cultural makeup of Britain will outperform those using antiquate research and customer stereotypes.

Being able to understand migration trends is of the utmost importance for high street retailers in capital cities as figures from the Office for National Statistics show that in 2012 a third of migrants entering the UK headed to capital cities, demonstrating the rapidly changing ethnic profile (retailthinktank, 2013).

“Traditional social and racial stereotyping still prevails in most marketing studies, but half of the babies born in London are now to non-indigenous UK mothers, so marketing and advertising campaigns need to adjust to the fact that the target market is changing.” – Nick Bubb.

However, David McCorquodale of KPMG warns that although there is a rise in ethnic communities, particularly in urban areas, and leading to increasing diversification, it will differ from region to region and retailers must consider their regional demographics before allocating products across their store networks. (use as quotation) “There is no one size fits all solution here”.

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TREND IDENTIFIED ATHLEISURE

When identifying a trend, one must use both primary and secondary research to determine a relevant and growing trend. Through observation, interviews and literary research it is prominent that the athleisure trend has been a staple in the past couple of years and is predicted only to grow. The demand for the athleisure trend surged 17% in 2017 to $9.6 billion in sales while performance categories declined by 10% to $7.4 billion in the last two years (Cheng, A., 2018).

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“ATHLEISURE IS THE FUTURE”THE BUSINESS INSIDER 37.

Merriam Webster defines athleisure as “casual clothing designed to be worn for both exercising and general use.” (Cheng, A., 2018). In recent years, society has become very focused on nutrition and fitness. This sudden surge of interest and celebrity influence has made athleisure; a hybrid between business casual and athletic wear (Green, D., 2017).

The athleisure trend combines two trends that have both dominated clothing in a versatile way. Comfort is clearly important to the modern-day consumer and athleisure gives that consumer perfect versatility and comfort that those two trends could not do on their own (Green, D., 2017).

Athleisure is seen on people everywhere. Consumers are signifying that health and wellness matter to them. Celebrities such as Beyoncé, are collaborating with brands to take on the trend. “We believe that fitness doesn’t have to be defined by performance” says Outdoor Voices and designers are teaming up with sports brands to create clothes that InStyle describes as “après sport” (Kasriel-Alexander, D., 2017).

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WHAT IS DRIVING THE TREND?

According to WGSN, there are multiple factors which are driving the athleisure trend such as;

The ‘comfort factor’; comfort and style now co-exist, changing what consumers expect from their clothing.

Athleisure is a ‘lifestyle trend’ emerging out of the wellness boom, reflecting our busy, urban lifestyles.

It ‘defies all boundaries’. Be it products category, market level or activity, gender, age or size, athleisure speaks to them all. Rather than blurring the lines between sectors, athleisure obliterates them, making it the only truly all-inclusive trend.

Athleisure takes into consideration ‘conscious consumption’ as it focuses on trans seasonal functionality and lasting quality reduces the need for multiple buys.

It reinvents through technology through sitting in a ‘coolness loop’. Athleisure harnesses the active industry’s ability to innovate and constantly refresh.

Athleisure ‘empowers women’. With the rise of health and fitness, athleisure has been a key confidence builder for women. The approach to dressing has liberated women from discomfort, allowing them to take control and move freely with ease and confidence.

Athleisure is ‘going global’. Although athleisure has peaked in North America its only just entering some markets. Sales remain strong in Europe, but it is emerging markets such as Asia and the Middle East where major growth is yet to come (Varga, C., 2018).

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Primary research was completed through going into different high end and high street shops to observe the athleisure trend and interview staff to hear their take on the trend and how it is performing within the store.

The athleisure trend can be seen to have followed the trickledown theory where high end brands will take a more directional approach with fashion forward items. Once the trend has gained more popularity high street brands will take a commercial approach to the trend with seasonal must haves and low-end brands will take an essential approach with core basics to suit all markets.

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“AS FASHION BECOMES MORE POPULAR, SOME OF IT’S MORE ‘EXTREME’ FEATURES ARE TONED DOWN.”

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– FRED DAVIS.

While collating primary research it was found that high end brands such as Ted Baker received athleisure styled garments before high street and low-end brands such as Zara and H&M.

For example, the information gathered through an interview with the Whistles Store Manager supported these findings.

“We have a different kind of customer therefore we adapt the athleisure trend to them… I think you have too to make to work for your brand. The trend is slowly filtered down from high end where they get everything to the lower end where they only get a few key pieces of the collection.”

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Through these findings the athleisure trend will be successful in Nottingham. It has taken over not only high-end brands but also high street meaning that it is targeting a wide customer base with a varied age and gender base. This can be supported through observational research where the majority of consumers wearing the athleisure trend in Nottingham are young people and students as it is fashionable and comfortable to suit their busy life styles.

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IN CONCLUSION...

Through both primary and secondary research the athleisure trend is at its peak, predicted to only grow and expand into new markets. Designers and brands are not expecting the athleisure trend to decline any time soon as more consumers of different ages are getting involved in the trend, demanding new items and styles to suit their needs and expectations - allowing the evolution of athleisure, “The trend first started out with people wearing their gym clothes casually but has now developed to have a more glamourous take to it. People are paring joggers with heels and hoodies with a dress.” - Whistles Store Manager.

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Wonderland. THESUMMER2018ISSUE ATHLEISURE S/S 2018 COLLECTION £6.95 Photograhpy KERI BREEN LAURA BROCKBANK wearing all MISSGUIDED www.wonderlandmagazine.com 53. 54.

PARKLIFE

ATHLEISURE...IT’SHERETOSTAY

So, you may have thought that the athleisure trend was getting more than a little boring by now but think again! Because this spring/ summer season, athleisure is taking a new and quite frankly edgier turn for the better.

Forget about casual gym leggings and your favourite sports bra, this trend is all about expressing yourself in the craziest comfiest way possible. Ever wanted to wear the most eccentric colours possible or dress up a pair of your favourite joggers with a bralette and heel? This new take on athleisure is all about breaking boundaries, pushing your own personal style and being one step ahead of the game.

DRESS FROM TOPSHOP £55, SHOES FROM NIKE £75, GLASSES FROM RIVERISLAND £15

BRALETTE FROM PRIMARK £8, GLASSES FROM RIVER ISLAND £15, NECLACE FROM NEWLOOK £15 55. 56.

To get you started, we have put together some essential pieces that we agree are more than worthy of a gold medal – without having to break a sweat!

BRALETTE FROM PRIMARK £8, GLASSES FROM RIVER ISLAND £15, NECLACE FROM NEWLOOK £15, JOGGERS FROM URBAN OUTFITTERS £50, SHOES FROM NEWLOOK £20

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BANDO FROM URBAN OUTFITTERS £25, POPPER TROUSERS FROM MISSGUIDED £40, GLASSES FROM RIVER ISLAND £15

In the fifteen minutes of sun we will get this summer why not try being a little more scandalous for a change and splash a little cash on some sexy sportswear. Have you ever thought of wearing your favourite lacy bralette with a statement pair of cycling shorts? You’re welcome.

BRALETTE FROM PRIMARK £8, GLASSES FROM RIVER ISLAND £15, CYCLING SHORTS FROM PRETTYLITTLETHING £12, SHIRT FROM NEXT £22, SHOES FROM PUBLIC DESIRE £35, BAG

FROM ASOS

£30

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BRALETTE FROM URBAN OUTFITTERS £20, TOP FROM PRETTYLITTLETHING £20, COAT VINTAGE £15, CYCLING SHORTS FROM PRETTYLITTLETHING £12, GLASSES FROM RIVER ISLAND £15

Or if you are feeling in the mood to gain a little more attention than usual why not strut your stuff in our hand picked bold yellow co-ord to give you the perfect sporty edge.

What is there to think about? Take a walk on the wild side this season by adding these staple pieces to your wardrobe and make your summer all the more exciting.

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PHOTOSHOOT INSPIRATION

Illustrations

Front Cover, Testino, M., 2016. Olympics Fever! Gigi Hadid Meets the World’s Greatest Athlete, Ashton Eaton [digital image]. Vogue. Available at: https://www.vogue.com/article/gigi-hadid-august-coverathlete-olympics [Accessed 6th May 2018].

Fig.1 PMarvel, 2016, 5 Reasons Every Cool Girl Is Obsessed With Physical Activity [digital image]. PMarvel. Available at: http://pmarvel.com/2016/12/05/5-reasons-every-cool-kid-is-obsessed-withphysical-activity/[Accessed 11th May 2018].

Fig.2 Unknown, Athleisure Photoshoot [digital image]. Hellotobeauty. Available at: https:// hellotobeauty.com/wp-content/uploads/2015/12/ESS_FW13_07.jpg [Accessed 18th May 2018].

Fig.3 Cole, J., 2017. Athleisure Is the New Black [digital image]. JasmineCole. Available at: https:// jasminecole.com/2017/03/28/athleisure-is-the-new-black/ [Accessed 6th May 2018].

Fig.4 Doyle, M., 2017. Spending the Day In Your Gymwear - It’s Called Athleisure [digital image]. Equilibrio. Available at: http://equilibrio.co.za/athleisure/[Accessed 6th May 2018].

Fig.5 Pitman, J., 2016, Ivy Park & Beyonce Campaign [digital image]. Ivy Park. Available at: http://www. ivypark.com/images/facebook_1200x630_q65.jpg [Accessed 12th May 2018].

Fig.6 Lebon, T., 2017, Jourdan Dunn’s Guide To Being The Hostess With The Mostess [digital image]. Vogue. Available at: http://www.vogue.co.uk/article/jourdan-dunn-model-party-advice-missguided [Accessed 13th May 2018].

Fig.7 Persons, N., 2016, Hailey Baldwin and Kith X Power Rangers [digital image]. Gotceleb. Available at: http://www.gotceleb.com/hailey-baldwin-kith-x-power-rangers-photoshoot-october-2016-2016-10-30. html/hailey-baldwin-kith-x-power-rangers-photoshoot-2016-03 [Accessed 13th May 2018].

Fig.8 Jackson, D., 2016, Game On [digital image]. Vogue. Available at: http://duchessdior.blogspot. co.uk/2016/06/game-on-mica-arganaraz-for-vogue-uk.html [Accessed 18th May 2018].

Fig.9 Under Armour, 2017, Misty Copeland Under Armour Collection [digital image]. Vogue. Available at: https://www.vogue.com/article/misty-copeland-under-armour-activewear-ballet [Accessed 18th May 2018].

Fig.10 MICHI, Unknown, MICHI Spring 18 Collection [digital image]. MICHI. Available at: https://cdn. shopify.com/s/files/1/2217/1361/files/2018_04_SS18_HP_Panel_3600x2000_bra_v2_ab9c672b-48c84b09-8b34-b10b561a57ab_2400x.jpg?v=1524767904 [Accessed 18th May 2018].

Fig.11 Under Armour, 2017, Misty Copeland Under Armour Collection [digital image]. USWeekly. Available at: https://www.usmagazine.com/wp-content/uploads/misty-copeland-inline-zoom2432df2d-8d6f-4572-8808-065d10d49f26.jpg [Accessed 18th May 2018].

Fig.12 Santos, R., 2013, Golden Gamester [digital image]. Pinterest. Available at: https://i.pinimg.com/ originals/82/8a/7c/828a7c7fdc187cdc6a346ac63fc667dd.jpg [Accessed 18th May 2018].

Fig.13 Santos, R., 2013, Golden Gamester [digital image]. Pinterest. Available at: https://i.pinimg.com/ originals/5f/47/22/5f472227fd8f832b75bfd2edfa70f39e.jpg [Accessed 18th May 2018].

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Illustrations

Fig.14 Shinobi, T., Unknown, Athleisure Photoshoot [digital image]. the-dots. Available at: https:// images1.the-dots.com/v1/1247064.jpg?p=projectImageFullJpg [Accessed 18th May 2018].

Fig.15 Kibbler, J., 2014, Sam Rollinson, Vogue Russia [digital image]. Pinterest. Available at: https://i. pinimg.com/originals/b0/f6/43/b0f643d8e2ee7cad64be2abfd7aa5c53.jpg [Accessed 18th May 2018].

Fig.16 Qussenko, I., 2014, Football Star [digital image]. Pinterest. Available at: https://i.pinimg.com/ originals/9f/76/c3/9f76c34e9f22d37f492e9bc04488a16c.jpg [Accessed 18th May 2018].

Fig.17 Harris, G., 2017, Gigi Hadid Shows Us How to Pull Off the Newest Street-Smart Trend [digital image]. Vogue. Available at: https://www.vogue.com/slideshow/gigi-hadid-athleisure-trend-voguenovember-2017-issue [Accessed 18th May 2018].

Fig.18 Ramos, R., 2016, Neelam Gill for Vogue India [digital image]. Vogue. Available at: https://pbs. twimg.com/media/CxE3tAQVIAE85Gs.jpg [Accessed 19th May 2018].

Fig.19 Ortner, A., 2018, Mia Gruenwald for Grazia Germany [digital image]. Anneofcarversville. Available at: https://static1.squarespace.com/static/55f45174e4b0fb5d95b07f39/t/5aeaf4daf950b7625 16e8139/1525347580319/Grazia-Germany-Mia-Gruenwald-Andreas-Ortner-6.jpg [Accessed 19th May 2018].

Fig.20 Calvin Klein, 2016, Calvin Klein Performance Debuts Fall 2016 Womens Line [digital image]. Modernhype. Available at: http://modernhype.com/2016/10/18/calvin-klein-performance-debuts-fall2016-womens-line/ [Accessed 19th May 2018].

Fig.21 Bensoussan, S., Unknown, Athleisure Editorial [digital image]. Sandrabensoussan. Available at: https://www.sandrabensoussan.com/athleisure [Accessed 20th May 2018].

Fig.22 Ivy Park, Unknown, Ivy Park Athlesiure Campaign [digital image]. Macaulifestyle. Available at: https://macaulifestyle.com/wp-content/uploads/2018/01/04-ivy-park-selah-exclusive.jpg [Accessed 20th May 2018].

Fig.23 Forever 21, 2017, Forever 21 Athleisure Campaign [digital image]. Fashiongonerrogue. Available: https://www.fashiongonerogue.com/wp-content/uploads/2017/01/Forever-21-Activewear-2017Campaign02.jpg [Accessed 21st May 2018].

Fig.24 Clarke, M., 2018, Trend Map Presentation Mood Board [digital image].

Fig.25 Clarke, M., 2018, Trend Map Presentation Mood Board [digital image].

Fig.26 Clarke, M., 2018, Trend Map Presentation Mood Board [digital image].

Fig.27 Miss Guided, Unknown, Miss Guided Athleisure Collection [digital image]. Drapers. Available at: https://www.drapersonline.com/pictures/2000x2000fit/0/9/8/1345098_Missguided-2.jpg [Accessed 22nd May 2018].

Editorial Image 1, 2018, Butler.C., Campen, P., Clarke, M., Athleisure Front Cover [Open Access].

Editorial Image 2, 2018, Butler, C., Campen, P., Clarke, Park Life: Stripped Dress [Open Access].

Editorial Image 3, 2018, Butler, C., Campen, P., Clarke, M., Park Life: Hanging Upside Down [Open Access].

Editorial Image, 4, 2018, Butler, C., Campen, P., Clarke, M., Park Life: Sitting On Swing [Open Access].

Editorial Image, 5, 2018, Butler, C., Campen, P., Clarke, M., Park Life: Laying On Ground [Open Access].

Editorial Image, 6, 2018, Butler, C., Campen, P., Clarke, M., Park Life: Standing at Gate [Open Access].

Editorial Image, 7, 2018, Butler, C., Campen, P., Clarke, M., Park Life: Leaning Against Pole [Open Access].

Editorial Image 8, 2018, Butler, C., Campen, P., Clarke, M., Park Life: Yellow Co-ord [Open Access].

Photoshoot Inspiration 1, Ishi, 2016, Athleisure for Vogue Russia [digital image]. Vogue. Available at: https://i.pinimg.com/736x/c9/55/7b/c9557b4d71056c6c75b41afdd9afb7b9--dope-fashion-fashionmodels.jpg [Accessed 1st July 2018].

Photoshoot Inspiration 2, Harris, G., 2017, Gigi Hadid Shows Us How to Pull Off the Newest Street-Smart Trend [digital image]. Vogue. Available at: https://www.vogue.com/slideshow/gigi-hadid-athleisuretrend-vogue-november-2017-issue [Accessed 1st July 2018].

Photoshoot Inspiration 3, Harris, G., 2017, Gigi Hadid Shows Us How to Pull Off the Newest Street-Smart Trend [digital image]. Vogue. Available at: https://www.vogue.com/slideshow/gigi-hadid-athleisuretrend-vogue-november-2017-issue [Accessed 1st July 2018].

Photoshoot Inspiration 4, Huseby, B., 2013, Closed S/S 2013 [digital image]. Pinterest. Available at: https://i.pinimg.com/originals/3e/d2/ac/3ed2acdf7aafb503df468b3760de9018.jpg [Accessed 1st July 2018].

Photoshoot Inspiration 5, Lee, K., 2015, Tennis Athleisure Photoshoot [digital image]. Pinterest. Available at: https://i.pinimg.com/736x/84/17/62/841762c41db84caac21028d6f43dd9e7--tennis-fashion-sportyfashion.jpg [Accessed 1st July 2018].

BIBLIOGRAPHY

Academic Journals:

Asur, S., Huberman, B. A., Szabo, G., Wang, C., 2011. Trends in Social Media: Persistance and Decay. Pg. 434-437

Bell, A., 2018, Future Consumer 2020. WGSN.

Gaimster, J., 2012, The Changing Landscape of Fashion Forecasting. Pg. 160-178.

Hall, S., 2011, High Street Adaptions: ethnicity, independant retail practices and localism in london’s urban margins. Pg. 1-32.

Kasriel-Alexander, D., 2017, Top 10 Global Consumer Trends for 2017.

Kim, E., Fiore, A.M., Kim, H., 2011. Fashion Trends Analysis and Forecasting. Pg. 1-12. Bloomsbury UK.

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Varga, C., 2018, Trend Forecasting, Athleisure. WGSN

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REFERENCES

Academic Journals:

Asur, S., Huberman, B. A., Szabo, G., Wang, C., 2011. Trends in Social Media: Persistance and Decay. Pg. 434-437

Bell, A., 2018, Future Consumer 2020. WGSN.

Gaimster, J., 2012, The Changing Landscape of Fashion Forecasting. Pg. 160-178

Kasriel-Alexander, D., 2017, Top 10 Global Consumer Trends for 2017.

Kim, E., Fiore, A.M., Kim, H., 2011. Fashion Trends Analysis and Forecasting. Pg.1-12 Bloomsbury UK.