TREND JOURNAL
KRISTIN TERRANA RETAIL BUYING SIMULATION WINTER QUARTER, 2015
FOUR: FRINGE BENEFITS
SIX: MAD ABOUT MARBLE
TABLE OF CONTENTS 2
EIGHT: GIRL TO KNOW: SARA DONALDSON
TEN: SOLEMNLY SPORTY
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TWELVE: GROOVIN’
FOURTEEN: YOU ‘OUGHT TO KNOW
TABLE OF CONTENTS
SIXTEEN: FEMINIST FATALE
EIGHTEEN: VALLEY OF THE DOLLS
TWENTY: INTO THE WILD
[continued]
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FRINGE BENEFITS Originally a bohemian staple, fringe has been seen most recently on the Spring/Summer 2015 fashion week runways. The likes of Fendi, Emilio Pucci, Giambattista Valli and more dressed their girls in fringe, and not just of the suede variety. WGSN picked up on the more unique pieces of fringe trending right now in Pre-Fall with designers like Proenza Schouler and Derek Lam taking a cooler, more edgy approach to the fringe game. An easily sellable trend, fringe can be incorporated into a pair of gorgeous heels, a chic purse, or the bottom of a sleek cami dress, as seen on the left by Dakota Fanning. Adding one or two items with fringe into a stores inventory would be incredibly successful and profitable, seeing as many pieces are smaller, allowing for a quick purchase by a woman needing to vamp up her seasonal wardrobe. Fringe has come and gone as a fashion statement but never has it looked so cool. Usually, fringe is found on vests, scarves, and other bohemian styles, all of which have a lovely etherial effect. However, right now, fringe is looking vampy, edgy and oh-so right now. It’s the perfect update to any stylish girls wardrobe, and offering it in store would make any fashionista grab it and love it. Personally, I feel that fringe is at its best on shoes and purses. A sweet pair of black booties get a kick with a fringe trim. A statement bag in a color pop adds drama to an outfit when the fringe swishes beside you. Fringe can add edge to nearly any outfit. Want to go completely wild? Pick up a sexy fringe leather jacket a la Lana Del Rey in her Born To Die video and rock out like the boho goddess you are!
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MAD ABOUT MARBLE One of my favorite prints comes and goes in terms of trends, but right now, marble is big. While the marble print has been trending for quite awhile now, as seen on Alexander McQueen’s 2010 runway [below], and last spring at Kenzo [far right], the print is seeing new customers and becoming popular in streetwear. Joggers for daywear, neoprene sweatshirts, jerseys, phone cases, clutches and more, the marble garners a sexy fluidity that stripes and spots simply can not portray. Although Alexander McQueen chose a more organic approach to the print, in most other cases it is seen in the minimalist black, white and gray monochrome. The coldness of minimal neutrals offsets the naturalistic quality of the marble, making any piece it is printed on a stylish statement. This is a great trend to buy into because it’s pieces are versatile. While many other print trends are bright and garish, a marble print tee can be added to any wardrobe because it can be mixed with a ton of different outfits. In theory, a marble print could be right in line with stripes and spots in terms of versatility, but elevated in sophistication. I love seeing the use of marble in 2015 in streetwear. It combines two of the biggest trends out there right now. Marble print is even seen combining with a third trend, seen on page ten, activewear. Nike released the Roshe Run marble print trainers last year and they were the hottest sneaker to cop for months! By buying into this trend retailers would benefit from an adaptable and chic aesthetic, ready to fit into many women’s closets.
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GIRL TO KNOW: SARA DONALDSON It’s the year 2015, and fashion bloggers currently rule the style world. Australian blogger Sara Donaldson of Harper and Harley [www.harperandharley.com], embraces the minimalist side of fashion in a trendy and elegant way. Whether it is hair, makeup, perfume, picking the perfect crisp white shirt, or finding the best bag for you, Sara Donaldson informs the social media masses of what’s classic, what’s hip, and how to make it work for each person. Because of this, Donaldson holds a lot of weight in terms of opinion on style. By having her as an asset to a brand, her words could sell more t-shirts than even the best ad campaign. Women trust real women, and her minor celebrity status adds to the effect. I love Sara’s style and prose on her blog. Reading about her careful selection of an outfit, from why she doesn’t mix metals, to how she stays fit, she has a lovely, likeable demeanor. While some style bloggers can seem fake, reading Sara Donaldson’s blog is like reading a letter from a friend. This form of communicating is becoming the norm, and adapting to it by using bloggers as promoters and advertisers is the only way to advance in the fashion world from this point forward. Celebrity culture in marketing is not going anywhere, but now, the celebrities feel more attainable, making them wearing something even more desirable than before.
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SOLEMNLY SPORTY What emerged as a joke based on the observation that many gothic inspired people were wearing minimalist black and white activewear, became a true trend to take note of. Dubbed “Sport Goth” or “Health Goth”, the trend of monochromatic activewear comes at a time when activewear as ready to wear is arguably the biggest trend around. When WGSN picks up on as supposed “meme”, you know it’s going to be big. Health Goth envokes androgony, simplicity, and sporty edge. The ease of putting on a pair of beautiful black and white sneakers, an avante garde mesh hoodie, or a sleek sporty backpack and looking completely put together adds to the appeal. By keeping everything monochrome, the sport chic look results in a sleek, gender neutral style that nearly anyone could rock. In all honesty, the only thing silly about this trend is in its name. By advertising it as “Health Goth”, it adds an air of comedy to the normally edgy style. However, advertising the trend as “Monochrome Activewear” may sell a little bit easier. Either way, seeing a display of beautiful activewear style clothing in black, white and greyscale, featuring edgy, slightly futuristic details, clean lines, and excellent tailoring, would be sure to sell out. While the activewear trend as a whole may not be for everyone, a lot of people can find pieces of it they like. When working out, why look frumpy when you can walk out of the gym in your gear and go straight to a movie? Well, maybe a shower first! All jokes aside, this health goth, sport goth, or whatever you may call it trend, is here to stay for awhile, and it’s something to look into.
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GROOVIN’
It’s no surprise that past decades are making a comeback. On the Spring and Summer 2015 runways, the 1970’s influence was in full force. Sheer floral wrap dresses, wide leg and bell bottom denim, and fringe, as mentioned before, all came into play creating groovy, graceful garments that had an air of femininity as well as sexuality. With the addition of the patchwork leather and fur seen in runways such
as Tom Ford Fall/Winter 2015, the groupie style of the 70’s associated with rock bands is back and swinging. This trend is all about layering prints and textures, but in a simultaneously bold and delicate way. A floral maxi with a suede boots looks mainly boho, but add a patchwork fur jacket and you are ready to rock. This trend is not for the minimalist in any sense, but when pulled of successfuly, is completely stunning. This layering requirement can prove incredibly profitable because customers will want to purchase multiple pieces to complete an outfit, or buy more than they need for one so they can mix and match. It seems that in the 2010’s the biggest trends are repeats, but it doesn’t make them any less lovely to follow. I love the denim wide leg overalls, suede boots, and un done floral maxis in this trend. They’re practically universally flattering, making them ideal for nearly any body type, which is excellent from a selling point of view. Add a pair of high waisted wide leg jeans to your assortment plan, and you will not be disappointed.
YOU ‘OUGHT TO KNOW While the 90’s have been making a huge comeback in the past few years, it seems as though the decade is catching up with itself. The ‘oughts’ or the first decade of the 2000’s, have seen a resurgence in fashion as of late. Skimpy silky tops, layered hankerchief dresses, shiny sequined camis, and coordinated tops and skirts have been gracing the runway for the past few seasons slowly but surely. It was only a matter of time till the most recent decade made a comeback. Although some trends of the early 2000’s should stay there, such as peasant tops, neck ties as belts, and anything Avril Lavigne wore, the early 2000’s had plenty to show in the way of sexy, cool fashion. One of the biggest trends was dresses over pants, and while then, it was flowy dresses over flared jeans, recently, Emma Watson stunned in a red high slit back dress and a pair of trousers underneath. On the most recent runways, designers have been showing these early 2000’s-esque pieces for both Spring/Summer and Fall/Winter. Streetwear brands such as Omighty Weekend have also caught on by selling silky babydoll co-ordinate sets, velvety pants and choker accessories. While many of these could arguably be called 90’s trends, the truth is they emerged in the very late 90s, but were truly blowing up in the early 2000s on teen shows and movies like Lizzie McGuire, Josie and the Pussycats, and Crossroads. This trend is sure to stick around for a little while, as its cycle is so recent. Many people may even still have a cute silk handkerchief halter top to throw on with a pair of wide leg trousers. Because of this, adding this trend’s products to an assortment plan for the spring would be a smart choice.
FEMINIST FATALE I know plenty of women that cringe inside when a man on the street asks them to “smile, baby”, which is why it is a breath of fresh air to see styles made for the women, not the man, to enjoy. This surge of empowerment in sexy, dark clothing with a take no prisoners attitude is exactly what women need in a world where we still make 75 cents to the mans dollar. Why not spend that lower pay on outfits that prove we are better than what they want us to be. Women are tired of being timid and this trend is showing that whole heartedly. It’s absolutely fantastic. Thigh high assassin boots, sheer blouses with no bra or a leather bralette, silk or leather gloves and black, black, black everything. This fatal combo is a beautful reflection on what women feel towards society today. While not necessarily for the faint of heart, seeing a section in a store with nothing but dark, sexy clothing is sure to lure many women in with gusto. No women could refuse a little black dress, or ten. It’s great to be a woman, so embrace it. This trend isn’t about pleasing anyone but yourself, and that is what makes it so desirable. I adore this trend inside and out. The sky high boots, the lace, the sheer, and the black. I want it all, and I think I speak for many women when I say they want it too. It’s been a long time coming, and now, we crave this hard look. No, I will not smile for you. I smile for me, and me only.
VALLEY OF THE DOLLS While many women are embracing the dark side of empowerment, there is someting to be said about prim and proper feminine dressing. Doll like minis, lacey lingerie, and shades of cream and baby pink can be incredibly empowering when worn with confidence and grace. Stars like Taylor Swift have perfected the feminine style without looking too girly or preppy. It is cute, but not too conservative. By pairing a teeny tiny skirt with a coordinating top and a pair of sky high heels, theres a slight 60’s vibe to the trend. Just this past season, FW2015, Topshop Unique displayed tiny pinafore dresses over sweaters with heeled penny loafers, creating a prim schoolgirl vibe that is so easy to pull off. The key to this trend is simplicity. Matching everything used to be a faux pas, but a peach top and matching skirt look so pretty with light brown leather bags and matching heels. Keeping everything in the same tones and shades creates a demure touch like no other. How to make it a little more sexy? Match your bralette and undies too! Confidence is key in this trend so that you don’t look like a schoolgirl, but rather a strong, but feminine woman. This trend is ideal for spring because it’s simple and playful and easily sellable. Just think of the window displays! Pastel shades reign supreme in this trend, making it so perfect for the Easter outfit shopping. Mannequins in coordinate tops and skirts of all different colors and combinations with chunky heels and matching bags. Perfection.
INTO THE WILD
What used to be a garish print has now gone couture. Animal print is no lon-
ger tacky, and pairing it with other trends like ponchos, fringe, and the 70s makes it super sexy and versatile. The trend is not exclusive to fur, either. Leopard and other animal prints were huge this fall 2015 on maxi jackets, scarves, long dresses, and even silk blouses. Prints can sometimes overwhelm, but this is the classic overwhelming print, and something about that looks so powerful and sexy.
Leopard print has nearly every neutral color in it, making it bold but still
adaptable. A long fur leopard coat like the one seen at Tom Ford could go just as easily over a sexy black dress as it could over a white blouse and boyfriend jeans for daytime, if you dare. Just look at the street style from the past few fashion weeks. Mixing prints and textures is everything right now, so having some wilder prints in your repetoire is sure to impress.
This look can simultaneously go with a femme fatale, boho, girly, or classic
wardrobe, meaning nearly every woman could buy at least one piece from the trend. Put a leopard coat or blouse on a rack and just the fact that it is a little different from the other pieces makes a woman flock to it on impulse alone. However, unlike say, a pair of lame’ pants, this is an impulse buy she is sure to not regret.
RESOURCES
All images, trends and information were found using the following sources: www.wgsn.com www.tumblr.com www.pinterest.com www.wwd.com www.harperandharley.com
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