SHOES: Trend Forecast

fashion marketing

mens' shoes

ishita jindal neha mann

Fashion Marketing | F&LA V

objective Conduct a market research on upcoming trends in footwear/ bags industry.

methodology Study of the upcoming trend in the Forecast book- Promostyl Men. Creating a trend board and listing its prominent attributes.

Identifying the target consumer group.

Identification of the trend in the Indian market and mapping its current penetration status.

Conducting a survey to collect data about consumer preferences.

Searching for advertising campaigns or brand ideologies which suit the identified trend.

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shoes

mens' winter trends

Common types of Mens’ Winter Shoes include: Technical Sneakers Longwings Oxfords Dress Boots Casual Boots Desert Boots Monk Straps Sneakers Penny Loafers Boat Shoes Plimsoles Hi-tops Wholecuts

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TENDERNESS PROMOSTYL MEN- WINTER 2015-16

Bundled up in layers of shirts and raw denim trapper's jacket, the Tenderness man carries aesthetics of the Great American West. We imagine him living alone in a hunting cabin built by his hands and surrounded by stacked wood, ready for the cold winter to come. Like any self-respecting pioneer, he wears the eternal bandana around his neck or over his face to protect him from the cold or dust of cattle drives like the heroes of Brokeback Mountain.

These sensitive yet virile thirty somethings embody modern-day cowboys who appreciate comfortable materials and enjoy juxtaposing knits and leather or shearling. A wardrobe composed of denim, brushed jersey and knit fabrics with mixes of cables on chunky warm knits for protection and softness for daytime and nighttime.

Faded shirts upon which vintage motifs in a floral vein light and blue jeans in an Original Levis spirit are reminiscent of Charles Ignalls - the real life

character who inspired the books and TV series "Little House on the Prarie".

Motifs here are resolutely authentic and prints inspired from the early 1900s: adverts, farmers' almanacs, mail order catalogues... A nostalgia for men who took great risks to make a good life for their families and pass down their heritage to future generations.

Robust and tactile accessories with backpacks in used canvas, leather boots in cattleman vein. Brushed jerseys and felted flannels, hazy surface aspects and patched-up suspenders, the Tenderness man actively looks for the authentic gear he will life with for years to come.

A meditative and relaxing range associating five super pale tints and five stronger shades of colors evocative of plants and birds.

rustic look with h Fashion Marketing | F&LA V

2

1

rustic look with heavy layering

3

leather suspenders

vintage leather accessories

heavy layering Fashion Marketing | F&LA V

misty pastels

1

2 forest hues

MILITARY INSPIRATION

4

inspired by the 1900s

TRADITION REVISITED

WOOL AND LEATHER COMBINATION

HAZY OR MARLED ASPECTS Fashion Marketing | F&LA V

3

MIXED HEAVY KNITS

heavy layering

LARGE CHECK PATTERNS

BASIC ESSENTIALS

SLEEVELESS JACKETS

METALLIC BUCKLES WARM LINING

STRENGTH AND DURABILITY

5

leather accessories SCRAMBLED RICHNESS

ON -THE-GO

SOFTLY RUSTIC LOOK

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1

masculine interests

3

fascination with the wild west

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2

into the wild

the consumer The TENDERNESS man is living in touch with nature. Adventure for him lies in self reliance and masculinity.

Age group: 20-35 Charcteristics: Sports a very masculine look Bearded and unkempt look Leads an adventurous life Is always on the move Has a fascination for the wild

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market research trend penetration in the indian market

Tenderness as a trend has not only been taken up by luxury brands like Fendi & Burberry, but it is also penetrating fast into other markets.

Brands like Zara & Woodland in high street fashion, Lee & Levis in routine wear and Koovs shoes (an online store with its tie-up with Timberland Shoes), are all interpreting and relaying this rustic, rugged and vintage style of fashion in their own way.

1 Fashion Marketing | F&LA V

The style of shoes forecasted are being translated into actual, strong, heavy forms.

Commonly known as Timberland boots, these sturdy looking shoes have become quite popular these days and can be found at numerous places, from retail outlets to flea markets.

2

woodland

Levis vintage

3

zara man

4

timberlands

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consumer survey

1

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What age group do you belong to?

2

What is the highest degree of education you have received?

3

What is your current employment status?

4

How often do you buy new shoes?

5

Where do you mostly buy your shoes from?

6

Do you have different shoes for different occassions?

7

What attributes do you look for when purchasing a new pair of shoes?

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social media campaigns related to the upcoming trend- tenderness

no-shave novemner: movember No-Shave November is a webbased, non-profit organization devoted to growing cancer awareness and supportive funds which go towards preventing the disease, saving lives, funding research, educating, and aiding those fighting the battle.

In the Fall of 2009, Rebecca Hill and her friend, Bret Ringdahl, brainstormed ways that anyone - regardless of age, gender or income level - could raise money to fight cancer and have fun doing it. No Shave November was an obvious choice: nearly everyone spends some amount

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of his or her hard-earned money on grooming, whether that’s shaving, waxing, trimming or threading. If just for November, those individuals gave that cost (ranging from a few dollars for razors to a $100 salon visit) to a cancer charity instead, friends and family alone could pool together a sizable chunk of change to help cancer patients and their families. So, No Shave November started as a Facebook fan-page with under fifty participants in its first year.

smell like a man, man old spice

“Smell like a Man, Man”, an initiative

by Old Spice In February 2010, Old Spice launched a new advertising campaign, Smell like a Man, Man, created by Wieden+Kennedy.

The first commercial, “The Man Your Man Could Smell Like,” was an overnight success and quickly became a cultural phenomenon, generating significant word-of-mouth buzz online and off-line, and getting referenced by many celebrity fans. Shortly after the debut of this spot, W+K developed an interactive digital campaign capitalising on the popularity of the “Old Spice Guy.” The result was the Response

Campaign - an experiment in real-time branding featuring the Old Spice Guy posting personal video responses to fans online. The work went on to record more than 65 million views, making it one of the fastest-growing and most popular online interactive advertising campaigns in history.

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mixed textures

marled

war

leather

lini

hea

military

so

inspiration

multiple buckles

adven

rea Fashion Marketing | F&LA V

hi-top

boots

rm

ing

avy

les

nture

ady

dark laces

rustic

look

Fashion Marketing | F&LA V

Fashion Marketing | F&LA V