Soft Luxe| AW17/18 1
TREND FORECAST & RANGE DEVELOPMENT FOR CLUB MONACO AW17/18
EFMM5006 Forecasting and Fashion Futures Nazia Motiwalla - 1502271
CONTENTS
TREND DEVELOPMENT Trend Concept Inspirational Brand Catwalk Focus Colour Inspiration & Development Material Inspirational & Development Key Items
RANGE DEVELOPMENT 4 5 6 10 11 12
14 15 17 18
TREND TRANSLATION Key Trend Silhouettes Key Trend Items Aspirational Product
Trend Introduction Design Features Range Build Design Specification
24 25 26 27
MARKET FOCUS
BRAND ANALYSIS Brand Product Key Brand Items AW16/17 Market Place Consumer Profile
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20 21 22
Future Marketing Links to Macro Trend Links to Target Consumer Links to Retail
31 32 33 34
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TREND DEVELOPMENT
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01
Trend Concept
SOFT LUXE Forward thinking with a feminine touch; this trend is all about combining a sleek and futuristic aesthetic with a soft feel.
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01
Inspirational Brand
CHANEL Chanel has been chosen as the inspirational brand due to it’s forward thinking approach to fashion. The futuristic theme demonstrated in their SS17 catwalk show changed the perception of how they are now positioned in the luxury market, hence being an inspirational brand.
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01
Catwalk Focus
CHANEL | AW16/17
LONG SILHOUETTES | STRUCTURED
FUSCHIA
TAILORING
PASTELS
KNITS | LAYERING
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01
Catwalk Focus
VALENTINO | AW16/17
ALL BLACK
FEMININE SILHOUETTES
DELICATE FABRICS
MUSTARD ACCENT
KNITS | LAYERING
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01
Catwalk Focus
BOSS | AW16/17
RUFFLES
FUSCHIA
STRUCTURED | TAILORING
LONG SILHOUETTE
V NECK PLUNGE
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01
Catwalk Focus
BALMAIN | AW16/17
PASTELS
CLINCHED WAIST
HIGH NECK
SOFT SUEDE
COLD SHOULDER
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01
Colour Inspiration &Development
PANTONE | 5503 C
PANTONE | COOL GRAY 7 C
PANTONE | 4745 C
PANTONE | 7527 C
PANTONE | 66-16 C
PANTONE | 7752 C
Muted tones and pastels are perfect for a winter transitional drop. The rose dust embodies a soft feminine feel while beige and grey are monochromatic shades for the season. Accent tones in mustard and berry add colour and are typical for fall.
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01
Material Inspiration &Development
CASHMERE | VELVET
LACE | SUEDE
WOOL | SILK
Traditional materials such as wool and cashmere are essential for the colder months. Lace and silk fabrics are soft and feminine while velvet and suede materials can embody a more luxurious feel. The contrast of delicate and heavy fabrics can be balanced for all round comfort.
01
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Key Items
The bomber jacket, slip dress, off the shoulder top, pleated skirt, cold shoulder top, and culottes are key items for the AW16/17 season.
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BRAND ANALYSIS
02
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Brand Product
Club Monaco is an international brand known for creating ‘modern yet timeless clothing and accessories’ for men and women. Originating in Toronto 1985, Club Monaco is recognised by fashion influencers for thoughtfully designed and purposeful collections featuring wearable pieces in exceptional fits made from fine fabrics.
02
Key Brand Items AW16/17
A long tailored coat, sweater dress, cropped cable knit jumper, ruffle blouse, high waisted trousers and tie up pumps are some of the AW16/17 Club Monaco best sellers.
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02
Key Brand Items AW16/17
Pieces featured in the Club Monaco AW16/17 collection showcased at Grand Central include; a pleated skirt, ruffle blouse, co-ord set, velvet skirt, high waisted trousers and a floral midi dress.
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02
Competitor Product Direction
OUTERWEAR
KNITWEAR
BOTTOMS
ACCESSORIES
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02
Consumer Profile
NEW LUXURY MILLENNIAL | FEMALE: 25-35 | A/B SOCIAL GRADE | EASY SOPHISTICATION & EFFORTLESS CHIC
THE URBAN PROFESSIONAL The target consumer is a highly educated, well-heeled working individual, from a creative entrepreneurial generation. Outfits that can take her from the day to the night to the weekend are chosen to suit her busy schedule. Her wardrobe consists of both professional items and those with a youthful twist. She opts for classic looks with a modern edge.
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TREND TRANSLATION
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03
Key Trend Silhouettes
WIDE LEG TROUSERS
FITTED DRESS WITH CREW NECKLINE
CUTOUT MAXI DRESS
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03
Key Trend Items
1
4 LONGLINE COAT
2
RUFFLE BLOUSE
5 PLEATED SKIRT
3
HIGH WAIST TROUSER
6 COLD SHOULER TOP
FLORAL MIDI DRESS
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03
Aspirational Product
VALENTINO
FENDI
GUCCI
TIBI
VICTORIA BECKHAM
VALENTINO
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RANGE DEVELOPMENT
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04
Trend Introduction
SOFT LUXE The ‘Soft Luxe’ trend is developed for a Club Monaco AW17/18 range. A soft element is bought through luxurious warm winter fabrics such as cashmere and wool. A touch of femininity is added through lady-like silhouettes that are minimalistic while muted tones of greys, creams and pastels enhance simplistic comfort.
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04
Design Features
PLEATS
RUFFLES
UNIFORM BUTTONS
04
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Range Build
1
RUFFLE BLOUSE & WIDE LEG TROUSERS This blouse features delicate ruffle detailing and a relaxed fit that’s both classically feminine and strikingly modern. The smart look is completed with the wide leg trouser and statement mid-heel pump.
2
LONG TAILORED COAT & FITTED SWEATER DRESS The tailored coat is a winter classic and favourite. Layered over the sweater dress gives a sophisticated look. The dress is crafted from merino wool and an every day option. Add the luxurious suede tie up pumps for elegance.
3
CASHMERE ROLL NECK SWEATER & PLEATED SKIRT Ultra-refined and cozy, this sweater effortlessly translates from the work week to refined weekend style. Pair it with the pleated skirt and pumps with balletinspired ankle ties for modern feminine dressing.
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04 PANTONE COOL GRAY 7 C
Design Specification
WHITE RUFFLE BLOUSE Silk Relaxed fit, delicate ruffle detailing and long sleeves.
GREY HIGH WAISTED TROUSERS Stretch viscose Long, wide leg High-rise waist with belt loops, darting detail at waistband at front and back and slanted front pockets.
BLACK LACE UP PUMPS Suede Pointed-toe, wraparound ankle strap, stiletto heel, leather upper, lining, and sole.
04
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PANTONE 7527 C
Design Specification
BEIGE TAILORED WHITE SWEATER BLACK LACE UP COAT DRESS PUMPS Wool Merino Wool Suede Tailored fit, double-breasted closure, Crew neck, fitted silhouette, long Pointed-toe, wraparound ankle gold-finish buttons, side slit pockets sleeves and rib knit trim. strap, stiletto heel, leather and single back vent. upper, lining, and sole.
04
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PANTONE 4745 C
Design Specification
WHITE ROLL NECK ROSE BLACK LACE UP SWEATER PLEATED SKIRT PUMPS Cashmere Polyester Suede Roll neck, ribbed detailing and long Midi length, A-Line silhouette, fitted Pointed-toe, wraparound ankle strap, sleeves. and elasticated at waistband and stiletto heel, leather upper, lining, and allover vertical pleating. sole.
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MARKET FOCUS
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05
Future Marketing
AWAKENING TECH “Brands must focus on using digital technology to enliven the human experience. That means creating products and experiences that delight consumers or make their lives easier, preferably both.� -LSN, 2016 The proposed future marketing idea for Club Monaco is to tap into digital magic and create an innovative in store experience with the help of technology.
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05
Links To Macro Trend
AUGMENTED REALITY “By merging the virtual and the real, augmented reality (AR) is placing a new interactive digital world over retail spaces.� -LSN, 2016 Augmented reality could be applied to Club Monaco through either virtual fitting rooms, interactive window displays or digital visual merchandising in store.
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05
Links To Target Consumer
Chanel Mademoiselle Prive, London 2015
THOUGHTFUL LUXURIANS “The luxury audience is intelligent and curious, so you have fashion brands looking to the world of history to curate their collections and tell their developing story�. -LSN, 2016 To educate the new luxury millennial consumer about Club Monaco history and heritage a brand story to tie in with their next collection could be created.
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05
Links To Retail
Jeanius Bar, Selfridges
EXPLORIUM RETAIL “Brands need to consider the physical store as a place of learning and inspiration, even if this means slowing the journey to purchase.� -LSN, 2016 The physical spaces in Club Monaco stores could be recreated to encourage customers to buy into both their brand and product. An area dedicated to a brand story that ties in with the next collection will attract the new luxury millennial who is becoming more intelligent, curious and inspired by history and art. Technology integration in this space (LED screens displaying the collection or interactive tablet/ e-books about brand history) can creatively communicate heritage. This would increase customer engagement and consequently, footfall in the store.
REFERENCING
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(LEFT TO RIGHT) Trend Concept
http://www.onfeature.com/wp-content/uploads/2013/03/Ashley_Isham_AW13_084-e1364235425891.jp www.seriouswheels.com/pics-2014/bc/2014-BMW-Vision-Future-Luxury-Interior-8-1680x1050.jpg https://s-media-cache-ak0.pinimg.com/736x/6f/b9/33/6fb933840371817634a21ebe03396b55.jpg https://www.wgsn.com/myfolders/download_original?item_id=image.23666269&name=Jiwon_Jun_YouLightMeUp.jpg
Inspirational Brand
https://next-geebee.ft.com/image/v1/images/raw/http%3A%2F%2Fcom.ft.imagepublish.prod.s3.amazonaws.com%242ce95fe-8a51-11e6-8cb7e7ada1d123b1?source=next&fit=scale-down&width=600 http://fashnberry.com/wp-content/uploads/2016/07/chanel-fall-winter-2016-2017-campaign-by-karl-lagerfeld-13.jpg http://theimpression.com/wp-content/uploads/Chanel-ad-campaign-fall-2016-the-impression-11.jpg https://www.elindependiente.com/wp-content/uploads/2016/10/1068689_1_636111809411678772-1440x808.jpg
Catwalk Focus (Images page 6 - 10 vogue.com)
http://assets.vogue.com/photos/56dea46f7314ef1c4ab0ef8a/master/pass/_CHA0093.jpg http://assets.vogue.com/photos/56dea5ee634b29214a08fb9e/master/pass/_CHA0297.jpg http://assets.vogue.com/photos/56deaa0ef1fca58b593b43b2/master/pass/_CHA0633.jpg http://assets.vogue.com/photos/56deaabd7314ef1c4ab0f034/master/pass/_CHA0687.jpg http://assets.vogue.com/photos/56dea6957314ef1c4ab0efe7/master/pass/_CHA0365.jpg http://assets.vogue.com/photos/56deac5830a94e8c59f863a3/master/pass/_CHA0775.jpg http://assets.vogue.com/photos/56dea5e1817cdd3e0e10f290/master/pass/_CHA0263.jpg http://assets.vogue.com/photos/56dea5dfc2f4c095594c1e85/master/pass/_CHA0245.jpg
Colour Inspiration & Development
http://www.alarisavenue.co.uk/wp-content/uploads/2015/05/Marsett_Duck_Egg_Blue_850x567.jpg http://2.bp.blogspot.com/-rCKxwL-G2qU/UurDYolKsXI/AAAAAAABang/BuQKssmnax8/s1600/mikmax.jpg http://www.fengshuidana.com/wp-content/uploads/2015/04/23da3949914a513e98c37aa5ad272325.jpg http://www.amazinginteriordesign.com/wp-content/uploads/2013/07/42.jpg https://cdn1.thehunt.com/app/public/system/zine_images/192876/original/image.jpg http://linaloo.typepad.com/.a/6a00e54edd22a88833013487f7702f970c-pi
Material Inspiration & Development
https://s-media-cache-ak0.pinimg.com/564x/ca/e5/7f/cae57f759358547310b2686636ac75a7.jpg http://melrodstyle.com/wp-content/uploads/2014/08/Scalloped-Lace-Detail_Melrodstyle_White-Dress_Shop-Saule_Blogger-5.jpg https://s-media-cache-ak0.pinimg.com/474x/27/96/10/279610a49b66e2acb00f7eb7203848f9.jpg https://s-media-cache-ak0.pinimg.com/564x/9c/60/ea/9c60eaa857cae40b5c3e6957a8da775e.jpg https://s-media-cache-ak0.pinimg.com/564x/e6/27/3a/e6273a0027046f277cf417eb62c48fd8.jpg https://s-media-cache-ak0.pinimg.com/474x/48/24/52/48245287991b0e2bc788461d96538ef5.jpg
REFERENCING
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(LEFT TO RIGHT) Key Items
https://dama.bg/uploaded/galleries/f5bfbd9fbc0412a7c048875fabd665a9.jpg https://s-media-cache-ak0.pinimg.com/736x/a9/6f/a6/a96fa64b4eb6d991cf1c26e67af9741e.jpg http://lifestyle.campus-star.com/app/uploads/2016/05/dcb31c66deb062def8bbf1a676efa47f.jpg https://s-media-cache-ak0.pinimg.com/736x/a4/85/d1/a485d1d257df41ba0e213557c4fec1c5.jpg
Brand Product
http://hirschcorp.com/wp-content/uploads/2015/06/Club-Monaco-Soho-V-_0003_Layer-4.jpg https://www.thesomersetcollection.com/content/uploads/2014/08/ClubMonaco2.png OWN IMAGE https://static1.squarespace.com/static/52fa414ee4b0a0539a45f3d4/t/537e6d8ee4b0d2b61b4.jpg
Key Brand Items AW16/17
http://s7d2.scene7.com/is/image/ClubMonacoGSI/p24308474_lifestyle?wid=2000&hei=2000 http://s7d2.scene7.com/is/image/ClubMonacoGSI/p24565478_lifestyle?wid=2000&hei=2000 http://s7d2.scene7.com/is/image/ClubMonacoGSI/p24591658_lifestyle?wid=2000&hei=2000 https://scontent-lhr3-1.xx.fbcdn.net/t31.0-8/14258322_10157393015515720_8796664357266460737_o.jpg https://scontent-lhr3-1.xx.fbcdn.net/t31.0-8/14324297_10157366802095720_8858855037527191728_o.jpg https://scontent-lhr3-1.xx.fbcdn.net/t31.0-8/14324658_10157393015495720_4952635589693819006_o.jpg
Competitor Product Direction
http://bananarepublic.gap.co.uk/webcontent/0012/204/151/cn12204151.jpg https://i.s-jcrew.com/is/image/jcrew/B2802_GY6545?$pdp_enlarge$
Consumer Profile
https://s-media-cache-ak0.pinimg.com/originals/8c/fa/
https://images.unsplash.com/photo-1477814670986-8d8dccc5640d?ixlib=rb-0.3.5&q=80&fm=jpg http://williammurray.co.uk/wp-content/uploads/2015/07/hands-coffee-smartphonehttps://taylor-interiors.com/content/photo_gallery/thumbs/2015-04-09-12-18-45-1920-720-16-30-modern-luxury-apartment Key Trend Items & Silhouettes
https://s-media-cache-ak0.pinimg.com/originals/14/32/5f/14325f0ee441769e627cf3933c45ac1b.jpg
https://s-media-cache-ak0.pinimg.com/736x/71/1b/6a/711b6a9f14b095e8c0988e58b61aa343.jpg https://s-media-cache-ak0.pinimg.com/736x/67/bf/88/67bf88c5382b7f279aa7a0d800c3c91d.jpg http://www.jeansandateacup.com/wp-content/uploads/2016/09/Vetta-Capsule-Blouse-Pleated-Skirt-800x1200.jpg http://www.justthedesign.com/wp-content/uploads/2014/04/Street-Style-
REFERENCING (LEFT TO RIGHT) Aspirational Product
http://assets.vogue.com/photos/56dedc72f3434a320ebd7ee5/master/pass/_VAL0499.jpg http://assets.vogue.com/photos/56c09e3189bd5ef31d4dc35b/master/pass/_VIC0277.jpg http://assets.vogue.com/photos/56ceed8ca995422d298ca8be/master/pass/_FEN0057.jpg
Trend Introduction
https://s-media-cache-ak0.pinimg.com/474x/27/96/10/279610a49b66e2acb00f7eb7203848f9.jpg http://4.bp.blogspot.com/-LQVFm3Z8Zgk/Vou2ooYuxCI/AAAAAAABDzM/zQsbF7PkqPg/s1600/ http://www.bedeckhome.com/media/catalog/product/cache/1/image/ https://s-media-cache-ak0.pinimg.com/736x/b8/29/97/b829974c023747b72f5672788e1f1744.jpg
Design Features
https://s-media-cache-ak0.pinimg.com/564x/4b/eb/81/4beb81d34ec0d6b4e35f1869c3a5a936.jp https://s-media-cache-ak0.pinimg.com/736x/bf/5e/f6/bf5ef61f6506ef3bf83623928e311f4b.jpg
https://s-media-cache-ak0.pinimg.com/474x/d0/4f/36/d04f366caa6d1c656487168a289f2e53.jpg Future Marketing
http://www.sheridanandco.com/designingretail/wp-content/uploads/2014/11/omote.jpg http://farm7.static.flickr.com/6196/6153918641_bcf525ab9a_b.jpg
http://i1.wp.com/www.trendflaneur.com/wp-content/uploads/P1013742.jpg http://kin-design.com/wp-content/uploads/Kin_Selfridges_Jeanius-Table_03-1024x704.jpg
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