Trend Forecast Fall - Winter 2016 Revolution Ready
Created by Lindsey Ellis
Mega Trend: Revolution Ready In today’s society the younger generation is concerned with their future and where their government is leading them. This generation is fed up with the government coming up short for them and making promises they don’t keep. Also, this generation is extremely passionate about fighting for equality and equal rights for all which ties into this desire for a revolution of sorts. These are the same types of issues we can relate back to the 1960’s and 1970’s. I think that many people will relate today’s issues back to this period in time and in turn 60’s and 70’s fashions will emerge. We can expect to see bold, colorful, expressive colors and prints with this trend.
Subtrend: Native Heritage The Native Americans played an important role in establishing the country we know today. However, many Native Americans suffered through great periods of oppression and struggled for equal rights for many years including the 1960’s and 1970’s. This trend relates to today’s generation through an uprising push for equal rights for all American people. The Native American people have set an example for the rest of the country by taking a stand for what they believe in. We will see Native American influences with this trend including tribal jewelry, furs, and fringe on leathers.
Subtrend: Rebels with a Cause Throughout history the American people have taken a stand against government policies and procedures . This was especially true in the 1960’s and 1970’s. During that time the youth of the nation was rallying together to fight back against a government that they did not trust. In the same manner, this generation is tired of the governments short comings and the youth of our time are beginning to take notice. For this reason I feel that we will see styles reflect this rebellious period in time. We will see leather jackets, pants, and boots with this trend. Also, destressed denim pants and jackets.
Subtrend: Back to the Basics
Many people across the nation are distraught over all of issues our society is faced with today. Due to this fact, many people will put fashion needs on the back burner. Many people are more concerned with these issues society faces that they will gravitate toward a more simple style. Many people associate the 60’s and 70’s family lifestyle with a simpler way of life. For these reasons, I think we will see an increase in basic fashions come back into style. This trend will include very basic, simple pieces such as denim jeans and basic t-shirts. Additionally, we will see more traditional prints such as plaids.
Target Market:
Demographics: Gender: Female Age: 19 to 35 Location: East and West coasts Income: 25K + annually Education: College degree or at least some college Marital Status: Single or married Family Size: 2 or more Race: Primarily Caucasian or African American
Psychographics:
Personality: Fun, energetic, feminine Attitudes: Strong, confident, happy Values: Self-worth and relationships Interests or Hobbies: Spending time with friends/family, volunteer -ing in the community Lifestyles: Very independent, goal oriented, dedicated to achieving dreams/hopes Behavior: Friendly, personable, kind-hearted VALS Primary: Experiencer VALS Secondary: Achiever
Market Analysis: The women’s apparel retail market’s contribution to the economy is expected to grow annually by 4.9% until the year 2020. Disposable income and consumer sentiment are on the rise, causing a demand for women’s apparel. Major designers including Tommy Hilfiger and Zac Posen have released pre-fall collections that are reminiscent of the 1960’s and 1970’s. Additionally, retailers such as H&M, Express, and Zara have also been seen selling this trend.
Revolution Ready: Color Story
Revolution Ready: Key Influencers
Reality star Kendall Jenner and celebrity stylist Rachel Zoe have both been seen sporting the 1960’s/1970’s inspired trend.
Native Heritage: Color Story
Native Heritage: Fabric
Native Heritage: Print
Native Heritage: Silhouette
Rebels with a Cause: Color Story
Rebels with a Cause: Fabric
Rebels with a Cause: Print
Rebels with a Cause: Silhoutte
Back to the Basics: Color Story
Back to the Basics: Fabric
Back to the Basics: Pattern
Back to the Basics: Silhoutte