SUBTLE AUTUMN/ FUTURISM WINTER 17/18 TREND FORECAST FOR TOPMAN AUTHOR: MARIA SOLYANIK
INDEX ON POINT AGENCY INFORMATION TREND DESCRIPTION TREND MOOD BOARD COLOUR PALETTE TEXTILES SILHOUETTES DESIGN DETAILES BRAND PROFILE CUSTOMER PROFILE COMPETITORS
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3 4 5 6-7 8-9 10-11 12-13 14-15 16-17 18-19
On point is London-based trend forecasting and consultancy agency specializing in menswear clothing and accessorize. Our slogan is “on point to meet your expectations� refers to our core values as superior customer service and high quality of content. Fashion forecasting is an integral part of today’s design process and our vision is to inspire our customers to design and market innovative products with the confidence they will meet both market trends and consumer needs. As a mission, we strive to become number one menswear trend forecasting agency, by delivering most accurate and relevant trend directions which meet each customer specific needs.
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SUBTLE FUTURISM
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nstead of the cold representations of the distant future we are used to seeing, where everyone wears silver neoprene suits and decorates their habitat in grey and white and technology invade every corner of our life, subtle futurism portrays another version of the future - a warm-hearted life with clear structured geometric form, subtle shades, natural materials, soft cosy textiles and technological elements that do not overwhelm humans, but serves to give more comfort. The key feature of this trend is the combination of sculptural geometric shapes inspired by futuristic architectural prisms and natural organic fibres. There is a focus on sustainability and function rather than embellishment and bold pattern. The colour palette consists of neutral earthy shades with a soft grey, nude, taupe and charcoal. They look like faded by time or dulled by recycling. Materials are gentle and cosy - wool, jersey, soft leather, and contrasting structured 3D effect patterns. Subtle futurism was designed as inspiration for Topman Autumn/ Winter 17/18 collection of lifestyle trainers suitable for sport. Autumn/ Winter 17/18 collection celebrates Topman’s long-established uncompromising cutting-edge DNA, yet comfortable and affordable design that pushes the limits of city styling.
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MOOD BOARD TREND: SUBTLE FUTURISM
1. Cotton flower by Unskinny Boppy 2. Door in Greedy Cow Burger and Steak house in Mile End, London by Maria Solyanik 3. Sunset by Nowhere except up 4. Emporia Shopping Centre in Malmรถ by Wingรฅrdhs 5. Geometric and Mirrored Wall Portals by Sarah Oppenheimer 6. Her ( futuristic film) by Spike Jonze 7. Her ( futuristic film) by Spike Jonze.
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COLOUR PALETTE TREND: SUBTLE FUTURISM
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t’s one hour before sunset: sunlight travels through a greater depth of atmosphere and lighting becomes subtle, warm, dimensional, and just flat-out magical. This color story is inspired by casual tiny miracles of mysterious nature. Cloud Grey, Wheat, Rose Dust, Forest night - all shades come from nature and reflects the beauty of simplicity. The set of Pavement , Starfsh and Pristine represent basic palette.
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Wheat field photo by Simona Tovaglieri Escape photo by EMMA J. CHAN
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TEXTILES
Durable and technological
TREND: SUBTLE FUTURISM
Structured 3D effect patterns, elastic leather, spacer mesh are used in order to extend longevity and functionality of the garment. These materials are meant to dilute soft nude colour palette with a note of genuine masculinity.
3D EFFECT PATTERN
3D SPACER MESH
LEATHER 8
Gentle and cosy Wool, knit, cotton and jersey- cosy and natural, they serve as complimentary materials for primary durable and technological textiles.
WOOL
WOOL KNIT
COTTON
JERSEY 9
SILHOUETTES TREND: SUBTLE FUTURISM
Exaggerated forms This bold design is inspired by futuristic architect Zaha Hadid, author of City of Dreams complex in Macau. The main feature of this trainers is asymetric sole, made from durable polyurethane with holes that lighen weight of trainers and give more flexibility.
City of Dreams complex (Macau) by Zaha Hadid
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Statement heel Durable and flexible, these design equally appropriate for sport and casual wearing. The shape of heel reminds of Burj Al Arab, developed by British architect Tow Wright.
Burj al Arab, Dubai by Tom Wright
Sock-like fit This design is edgy from outside but comfortable and adaptive to form of feet. The sole is gentle and flexible . The shape reminds of New Horizons Monash University (Australia) by Lyons architects.
New Horizons Monash University (Australia) by Lyons architects
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DESIGN DETAILS TREND: SUBTLE FUTURISM
Sailing heel This element is inspired by impressive modern building Burj Al Arab, developed by British architect Tow Wright. The shape of heel reminds the outline of ‘sail� (core element of building).
Monaco House by McBride Charles Ryan
The Forum building Barcelona (Spain ) by Jacques Herzog and Pierre de Meuron
3D statement elements This geometrical pattern inspired by modern architectural strict and uncompromising forms. Elements are meant to bring dynamic and dramatic note to design.
Burj al Arab, Dubai by Tom Wright
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3D EFFECT PATTERN
WOOL
LEATHER
COTTON JERSEY
WOOL
LEATHER
WOOL
3D SPACER MESH
LEATHER
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BRAND PROFILE BRAND: TOPMAN
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opshop Topman is one of the largest global retail players, operating over 450 stores. The British retailer launched as Topshop in the 1960s, before adding menswear brand Topman in 1978. Both brands came to prominence in their home market in the 1990s by tapping into increasingly fashion-conscious consumers with collections that reflected the contemporary cultural zeitgeist. One of the most important things Topman has achieved is this idea that highstreet fashion isn’t just a cheap photocopy of catwalk fashion. Instead, the brand tapped into the music scene, dressing new bands and sponsoring events, such as the NME awards. Alongside its trend-led mainlines, the retailer shows its in-house designed Topman Design collections on schedule at London Fashion Week. In addition, Topshop Topman has positioned itself as a prominent and innovative champion of emerging design talent through its funding of the NewGen schemes, Topman DNA: a cutting edge brand that is first to market. Whether that is from an innovation point of view, or whether that is from giving the customer what they want before anybody else. Topman USP: “ Topman’s long-standing British heritage and irreverent approach gives them gravity in the industry and competitive advantage.
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SS 2016 SS 2015 FW 2013 FW 2011
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CUSTOMER PROFILE BRAND: TOPMAN
GENERAL INFORMATION
MAIN TRAITS
Gender: Male Age- band: 18-26 Demographic: Generation Y (Millennials) Marital status: Single Area of living : Urban /Megapolis Segmentation by class: Lower middle class Income: ÂŁ20000-25000 per year Occupation: Students, young professionals, urban creatives.
PURCHASE BEHAVIOUR
Aspiring Strugglers, who: -care deeply about how others perceive them, yet lack the financial resources to buy the latest items -focusing on what is currently on trend -are looking for a good bargain Impulsive Spender, who: -consider shopping is an enjoyable activity -often make impulse purchases - tend to choose quantity over quality -actively use social media -use the latest technology.
Fashion-conscious Creative-minded Love technologies Active users of social media
CORE VALUES Freedom Self-expression
LEISURE TIME AND HOBBIES
Travelling (Cuba , India, Europe) Music - pop, indie rock ( Kasabian , Franz Ferdinand) Events - open air festivals, night clubs
HOLIDAY DESTINATIONS Cuba , India , Europe
FAVOURITE FOOD Burgers , Pizza
FAVOURITE BRANDS
Adidas Originals, Calvin Klein jeans, Hype, Swatch,
FAVOURITE MAGAZINES The Topman Magazine, GQ, Esquire. 16
1. Topman look from head to toe, Lookbook 2. Young Wild and Free Poster Textual Art by Americanflat 3. Kasabian band photo by Linda Nylind 4. Keralan Backwaters, India photo by Louise Heal 5. London photo by Matt Hershberger 6. Burger, Topman magazine.
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COMPETITORS BRAND: TOPMAN
H&M H&M is a Swedish fashion brand established in 1947 and mostly known for its constantly changing merchandise, low prices and designer collaborations. Closely competing with Topman in terms of offering wide range of garment- from wardrobe staples like basic solid t-shirts in different shapes to premium runaway collections.
David Beckham and Kevin Hart in short movie for H&M Modern Essentials collection
H&M online store
Balmain x H&M 2015 collaboration
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ZARA Zara is a Spanish fashion retailer founded in 1975, it is the flagship chain store of the Inditex group, the world’s largest apparel retailer. As a pioneer in fast fashion, Zara is less bothered with unique in-house design and more concentrated on adopting hot runway trends in shortest time.
Zara skirt with dark leggins, SS 2016 collection
Zara 2016 spring trends
Zara online store
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MARIA SOLYANIK ID 6168744