TREND REPORT
Industry Forecast
Trend Forecast A/W 21/22 In a world adapting to life with COVID-19, A/W 21/22 is about focusing on the experience of a modern consumer; adopting sustainable means of growth and creating a retail environment where disconnecting from the world means reconnecting with nature are vital for the enhancement of this experience.
CONTENTS Table of
6 36 1024 56 26 70 intro duction
fp move ment
the action brand thread
key trend drivers
fp whole sale
conc lusion
Plan(e)t Conscious
“The most reliable way to forecast the future is to try to understand the present.” JOHN NAISBITT
Introduction
If the past year is to be described in just one word, that word would be chaos. The COVID-19 pandemic saw everyone behind closed doors, anxious beyond measure, and being forced to adapt to life amidst a global pandemic. But the state of chaos in the world also pushed people to rethink the way they’ve been living their lives and reevaluate their priorities. With lockdowns being imposed all over the world, comfort became key. Everyone wanted to feel healthy and safe, and this extended to their mental well-being as well. Living in uncertain times meant focusing on our own certainty. Getting rid of excess, prioritising growth, educating ourselves on the state of the world and becoming more conscious took centrestage. The beginning of lockdown also was witness to social and political uprisings. While nature unleashed its fury onto the world, so did mankind as individuals became part of a bigger community fighting for basic human rights. The modern consumer, hence, became determined to romanticise taking care of the world and the people in it. Looking for tranquility amidst chaos began spreading its roots. Moving forward in a world still trying to eradicate the pandemic, when going out for grocery shopping feels like a daunting task, creating spaces that alleviate stress and anxiety is vital. Revisiting nature while grounding ourselves to our hearth becomes more prominent. Venturing into a new future terrain emphasises on the undeniable need to remain connected to our natural roots, and looking ahead to potting new connections in the soil of our heritage and well-being.
cheerful community wanderlust earth neutrals iridescent innocence adventurous
feminine bohemian daydream nuanced romaticism freespirited
There are brands that sell clothes, and then there are brands that sell identities. Free People, founded in 1984, is one such brand. Imbued with a bohemian daydream, the brand inspires and empowers causes they feel strongly about and try to offer support. The aesthetic Free People offers a nuanced romanticism to the feminine woman constantly in search for the next adventure. Their use of warm, earthy neutrals provide a constant connection to nature and deepen the free-spirited personality.
The FP Consumer
a description of the consumer found on Free People’s site
meet Amanda
a 26 year old digital marketing executive who loves being outdoor with her dog Cloud
queen of selfcare; religiously follows WNRS on instagram
indulges in food & drinks; has healthy eating habits
enjoys reading and paints to wind-down and relax
got into DIY projects during quarantine; has minimal fine art prints
dreams about the van life with her dogs
weekends are for daytime picnics and wine with girlfriends
loves scented candles
shops at the farmer’s market
has an extensive vinyl collection
Brand positioning
mass market
high price
exclusivity
low price
The FP Movement Consumer meet Leah
a 28 year old dermatology resident and yoga enthusiast
plant mom; loves nature and can always be found near koi ponds loungewear is her best friend along with a flat white cappuccino
her body is her temple and she meticulously takes care of it goes on walk whenever she needs a break or does yoga
visits art museums frequently, loves poetry
Brand positioning
mass market
high price
exclusivity
low price
Active threads: our action points for sustainable practices
1 2 3 4
Nurturing Nature
Moving in circles
Living in a virtual world will increase the longing for being one with nature. Consumers will shift their focus towards practices that would emphasise the nurturing of nature.
Limiting upstream and downstream waste will be the call for the hour as consumers educate themselves more on ethical practices.
Conscious communities
Uplifting & energising
Consumers yearn for connection in a world disconnected; building communities of like-minded people will encourage engagement.
Prioritising the emotional engagement of consumers is going to be key as consumers turn to uplifting and energising experiences and products.
Key Trend Drivers
Call for Comfort As the world went on lockdown, many consumers were staying home where it was safe. The inability to go out of their houses also removed the need to dress up every day. Consumers shifted to more comfortable clothing like loungewear and athletic wear. Working from home via virtual meetings also meant a blend of workwear and loungewear gaining prominence.
burberry spring 20
rosetta getty spring 21
chloé fall 21/22
bevza spring 21
acne studios fall 21/22
Need for Nature Feeling isolated inside their houses left many consumers feeling an insatiable urge to go outside and connect with nature again. In a time when anxiety and stress were at an all-time high, searching for a peaceful escape in a calming, soothing environment became vital. Since going out is still a non-sensible option, consumers sought to make the insides full of life and nature.
coach fall 21
colville fall 21
halpern fall 21
studio 189 fall 21
eudon choi fall 21
simon miller fall 21
State of the World Along with a pandemic in action, the world also saw a visible rise in global warming and social uprisings. Driven by feeling out of control with the spread of COVID-19, consumers took to being vocal about things they could control by standing up for causes they believe in. This ensued in a domino-effect where consumers became more conscious and sustainable.
Rise of the Modern Consumer The Stabilisers • • • • • • • • •
time-pressed overwhelmed burnt out advocates of acceptance self-improvers zen-seekers uncertain optimisation-weary prioritising stability
The Settlers • • • • • • • • •
balanced supportive conscious career-driven urban expats hustlers community-invested localists environmentalists
The New Optimists • • • • • • • • •
all ages activists hyper connected adventurous joyous self assured highly social on the go pack mentality
The Modern Free People Consumer In the diffusion of innovation curve, we have approximated the atypical Free People consumer to fall under the ‘Early Adopters’ category. However, when it comes to the modern consumer, Free People would be aiming to attract people who educated themselves further during this destabilising time and became more conscious. They find joy in the little adventures life has to offer and are extremely balanced and self-assured. The new consumer found ways to enter a zen state even when the world was in a chaotic state, and they learnt how to disconnect from the virtual world and escape to the arms of nature without even leaving the house.
GrowFit
Industry Forecast
Activewear Trends A/W 21/22
Transformable Outerwear • Key items for this trend are modular parkas, running bomber jackets, cocooned padding as well as fleece and repurposed materials such as nylon and bio-pile. • Consumers are being drawn to the outdoors more and more since pandemic and this trend will continue rising as walking and hiking is getting worldwide attention. • Outerwear brands such as The Northface and Patagonia are important to look out for.
Futuristic Fabrics • Key items to look out for are lightweight carbon fibres, skincare beneficial materials that support movement, sustainable eco-nylons and vitamin + CBD infused materials. • Consumers are going further with pushing their bodies, in response to this they need supporting materials that brands such as: Hemp Black, Super Natural, and IFNA are actively working on. • Key element here is the anti-bacterial and antiviral innovations which brands like IFNA has already launched.
Gym to Club • Consumers are seeing gyms not only as place to exercise but to socialise and show off personal style + aesthetic (eco-concious, street style inspired, etc.) in order to build relationships and connect with people through gym. • Key items here are bodysuits, fetish-inspired cutouts, crop-tops, overall muted, darker tones. • Brands to look out for here are Ivy Park, MSBHV, Off-White, and Wolford.
Industry Forecast
Activewear Trends for Free People A/W 21/22
Misty Pastels • The focus here is the calm energy of the colours bringing a sense of fresh air feeling into the overall palette and vibe of the clothes • Essential activewear items that will need to adapt in these colour schemes are yoga pieces and loungewear. • Brands to look out for here are Bala, Enavant, and Lululemon.
Rethink Nature • The key to these colours is bringing back nature into everyday life. As sustainability is the key trend that is not going to decrease for the next couple of years and rather rise in popularity and consumers demanding sustainable items day by day, it is highly important to focus on earth tones. • These tones are inspired by the experiences nature gives humans such as being exposed to plants, wildlife, water, wind etc. • The focus here is to switch over to organic dyes which will not only represent natures aesthetic but will be made from nature. • Brands to look out for here are Patagonia, Vollebak, and Indigo Luna.
Our Concept
GrowFit
There has been a massive shift in the consumer’s need to reconnect with nature. Many are choosing to tend to their own plants, creating a zen environment in the inside of their homes to add an illusion of being outside. When it comes to sustainable practices, brands often overlook that the tiniest of changes could make substantial impact. Technological advancements and fabric innovations aren’t the only way to adopt ethical ways to conduct business. With GrowFit, we propose a new outlook to sustainability — one that grows with time. The aim is to use sustainable resources and ideologies to enhance our physical and mental wellbeing while also contributing towards a zero waste future.
The Suggested Outcome
Our concept is to attach ‘seed tags’ with the FP Movement collection, called ‘GrowTag’, which would be a biodegradable price tag that will grow once placed in dirt and tended to. While the world continues to be amidst a pandemic, more and more consumers will continue to purchase loungewear to remain comfortable. Hence, with the GrowTag idea, the FP Movement consumer can not only look effortlessly cozy, she can also give back to nature with her purchase.
Why it’ll work
#YouGrowGirl highlights all the women who love their active wear as much as they love their plants. It provides a way to showcase that people can give back to nature while maintaining their physical and mental wellbeing. The plants that will be brought to life with the GrowTag would match the aesthetic and lifestyle choices of the FP Movement consumer.
#yougrowgirl
The Nature of Our Business
Industry Forecast
Wholesale Prediction A/W 21/22
Retail Riot • COVID-19 has demonstrated to retailers that ‘less is more’ applies to life quite easily, i.e. more collections and products do not necessarily yield better financial results. • Physical retail has taken a harsh hit with the onset of the pandemic, resulting in a number of permanent store closures. This number is expected to keep rising even post-pandemic. This will compel businesses to rethink their retail footprints. • Retailers need to strip away the complexities of their businesses and take on a demand-focussed approach to their assortment strategy.
Tranquil • In a world resurrecting from the impact of COVID-19, consumers will search for tranquility when it comes to their retail experience, be it online or in-store. • Introduction of greenery or adopting muted colours will be incredibly beneficial when it comes to visual merchandising. Creating a safe and soothing environment would also serve as an added incentive to attract consumers to stores. • Pop-up stores which encourage a circular movement will become more prominent in the coming years as consumers turn more conscious.
Our Concept
The Nature of Our Business As stores struggle to stay open, consumers turn more conscious by the day and spread roots for their love of nature. The need to incorporate zen into every aspect of their lives is crucial for the modern consumer, hence it’s the need of the hour for businesses. GrowFit is a concept that ensures that Free People Wholesale not only grows globally, but also grows consciously and sustainably.
The Suggested Outcome
Our suggested outcome is to open greenhouse pop up stores. Inspired by the new plant hang tags and sustainable fabrics used for Free People Movement, it will be crucial to expand in the European market. Designed to both take up space and provide an accessible escape into nature, these greenhouses will be filled with plants, clothes, and endless opportunities to escape to a better reality. The greenhouses provide a space for Free People to show off the new hangtags, with informational areas teaching customers how to GrowFit with their complementary plant buddy.
Why it’ll work
Taking up space in crowded city landscapes and offering a break from the drab scenery that people have grown accustomed to throughout the pandemic is just the beginning, as these greenhouses will be transformed into lively plant displays within department stores and other retails spaces. Rather than continuing with the simple displays in stores like Harrods, Selfridges, or even the Rinascente, Free People Movement will feature large glass terrariums filled with plants sprouted from the new hang tags. Creating green space within larger department stores allows Free People to stand out from other brands on the floor and will create interest as customers want to know more about why a clothing brand is filled with plants.
Conclusion
In a time as uncertain and scary as it ever was, COVID-19 single-handedly turned the world upside down and made everyone rethink their nature. Growing a brand in this environment, and especially growing it sustainably so that consumers are not only satisfied with their purchases but also their carbon print, is not only vital, it should be natural by this point. The trend GrowFit is soon going to become a way of living for people as they adjust in a world facing the effects of climate change and realising the sheer importance of nature in a concrete world.
The Forecast Team Mia Leff (N0877927) Naomi Pendzialek (T0102470) Antara Roy (N0847440) Reet Lonari (N0888926)