Trends Trends Trends Trends Trends Trends Trends Trends Trends Trends Trends Trends Trends Trends Trends Trends Trends A/W Trends Trends Trends Trends 16/17 Trends Trends Trends Trends Trends Trends Trends Trends Trends Trends Trends Trends Trends Trends Trends Trends Trends Trends
Intro
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This brooklet brought to you by the Trend Line will tell you all the trends that you need to know for A/W 16/17. We aim to show you how to translate the trends to suit your needs.
VM
New Synthetic HandCrafted Aesthic Active Vision
Print & Graphic Energised Print Play Fierce Contact Cut & Paste
end
& ic
Menswear Evolving Combat Characteristic Overlap Youth in 360
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r ad s e i g d h M c n a l i r a h s e d c i u l M er a d h a c a u al M erch er ing u s M i M s l i l V ua sua had di s c i i a r V V e h
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a n u i s s i i V ad h c r e
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In this Section we take a look at the upcoming trends for Visual Merchandising. From low-fi to the latest in technology, there is a trend that will work for you.
Fig1.Moodboard
Fig 3. Diesel Fig 5.Louie Vuitton Digital girl
Fig.4 Galeries Lafayette
Fig2. H&M
The New Synthetic
Originating from the ever growing human desire and interest into the merging of technology and personality, mannequins no longer resemble the normal. Each one is a glossy hybrid of the latest robotics made to have the human aesthics we are accustomed too. In the year where the met gala theme is manus vs machine and Louis Vuitton showcased there digital girl (see fig5), technology and how far it can go is now always at the forefront of the consumers’ mind. As a store, it is your main tool to integrate this trend by enhancing the consumers experience through interactive devices or by showcasing the developments and how it has enhanced the product
Fig6. Cary wolinsky
{
Blending of human and technology
}
Robustic Bionic
Supple Alloy
Advanced Sterling
Faded Cobalt
Crimson Beam
Clear Vision
Artificial Gloss
Space Grey
Fig.7.Whistles
Fig8.Time Out
Fig9.Selfridges
Fig10.Warehouse
Fig11.Whistles
Hand Crafted Aesthetic
Emerging from the macro trend of wellbeing and nutrition, you can see these characteristics coming through into the retail environment. The DIY aesthetic gives of a hand crafted and personal touch to the everyday object. By using this on a larger scale and creating foot stopping installations in a low-fi way. The overall aim is to perceive to the consumer that this is not mass manufactured and to give of the homely and community vibe. Your store wants to show what the consumer could achieve if they were to imitate this for themselves, it’s all about the can do attitude and making use of your resources. Not being excessive as the new more conscious consumer cares about all the important things like the origins and process something has gone through.
Fig12.Selfridges
{
Impressive installations from the everyday
}
Raw Timber
Faded Blush
Rustypenny
Everyday leather
Gold Medal
Masking Tape
Sanddust
Dyed lumbre
Fig13.Selfridges
Fig15.Harvey Nichols Fig17. Keith Sonnier
Fig16.Massimo Uberti
Fig14.Urban Outfitters
Active Vision
Highlight, illuminate or direct your consumer with the instant pop of electrifying light that will bring an eye catching display. These linear lines take inspiration from artists like Massimo Uberti and Keith Sonnier (see fig 16&17) who use these neon lights to enhance and showcase the outline of the foundation of the shape. Stick with one consistent colour or build and blend with multiple neon lines. This visual merchandising trend is key element for A/W 16 by allowing this no hassle technique to do all the work and make sure your display is showing of the key products. Use continuous lines to lead your consumer on a journey throughout the store ending with the point of sale or break the lines up to create a dramatic effect.
Fig18.UAL headoffice
Key Elements Creating a simplistic visual impact Directing , leading or showing your consumer
Electric
Refreshed
Artificial Fusia
Illuminating Beam
Linear Highlight
Glossy Outline
Glazed Amber
Rose Glow
n &Pri hic ra p G n a i r & r G int P & r hic ra P ap G & r G int r P
p a t & rin P n i hic p a r In this Section we go into this year’s graphic and print trends . We aim to showcase our inner child and reinvent a classic print.
Fig19. Fydor Golan
Energised Print Play
Fig22.Skinnydip
Fig23.Patricia Treib
Fig24 Ashish S/s 16
Fig25. Tsumori Chisato A/w
Fig21. Selfridges
Fig20.Chanel A/W 14
Fig26. Tsumori Chisato A/W 16
This trend comes from the Work less and Play more philosophy that is all about focussing on your happiness and expressing it. Linking in with the neo expressionism art movement of the 1980’s which a reaction to minimalism was. We see lots of free hand mark making, each one differs from the other along with adding texture on texture to create a tactile and defined surface. Teamed with the bold primary colours reminiscent of your childlike finger-paints altogether creating your very own art piece and no need to worry if you draw outside the lines. This trends future is going to be using this hand scrawled technique but combining it on a more digital platform therefore merging the past and old.
Waxed Plum
Playdough Yellow
Strawberry Lace
Chalkboard Pink
Marker Black
Offbeat Orange
Key Elements Paintpot Blue
Moving away from the Photoshop era Mark making, hand scrawled and lots of texture
Generic Green
Fig27..kenzo
Fig29.Miu Miu A/W 16 Fig31.Givienchy A/W 16
Fig30.Dries Van Noten A/w 16
Fig28. Kenzo A/W 16
Fierce Contact
The classic animal print has been reworked and altered to suit for A/W. Moving away from the predictable colour palette this time we are exaggerating and enhancing the print by adding exotic colours and high sheen finishes. It’s all about the maximum pattern clashing teamed with luxurious fabrics. A more digital and graphic approach is going to progress throughout the year where abstract collaged prints come together to give a unique take on a classic. Kenzo (see fig 27&28) are a brand which excel in this trend and give a new vibrancy and fun element into these prints, everything doesn’t have to be so literally, we see elements of mark and stroke making here too.
Fig32.Kenzo S/S 16
{
Maximal print clashing
}
Tribal
Raw Reptile
Submerged Scales
Wild Imprint
Saturated Hippo
Vicious Blood
Beastly
Lurking Shadows
Fig36.Deus ec Machina
Fig35. Ontour cClothing
Fig34.Tim Coppens
Fig 33.Berlin Tradeshow
Cut and Paste
A major trend that sees no sign of disappearing in A/W 16. With major influences and inspiration coming from Kanye west and the political statement from his show regarding the refugee crisis. This reflects the more muted colour palette. However the trend line focuses on one key evolving item, the jacket. This season we see the reinventing of the bomber jacket with adding multiple panelling making it more functional and practical with a relaxed fit. The trend will move away from the need to use the staple camouflage print (see fig 40) and will be recognised by the versatility and evolutions of the key trend piece, the jacket.
Fig37.Berlin tradeshow
{
Manipulating the ordinary
} Fig38.Tiger of Sweden
Paint Block
Blended Blue
Speckled Grey
Hazed
Shading
Paper Trail
Biro
Error Check
MenswearMensw MenswearMensw Menswear Mensw MenswearMensw MenswearMensw
swearMenswear swearMenswear nswearMenswear swearMenswear swearMenswear A/W 16/17 menswear trends shows the development of the Staple camouflage .There is also an emerging trend which is linking back to the 90’s skate subculture.
Fig39.WGSN
Fig41.J Lindeberg Fig43.Supreme x North face
Fig42.Berlin Tradeshow stretsyle
Fig40.Zara
Evolving Combat
A major trend that sees no sign of disappearing in A/W 16. With major influences and inspiration coming from Kanye west and the political statement from his show regarding the refugee crisis. This reflects the more muted colour palette. However the trend line focuses on one key evolving item, the jacket. This season we see the reinventing of the bomber jacket with adding multiple panelling making it more functional and practical with a relaxed fit. The trend will move away from the need to use the staple camouflage print (see fig 46) and will be recognised by the versatility and evolutions of the key trend piece, the jacket.
Fig44. Egeneerd garments A/W16
Key Elements Adjustable and more versatile Panelling and Pockets
Dusted Sand
Time Worn Brick
Functional Brown
Overgrown Moss
Raw Courage
Structured Blue
Bare Grey
Fig44.John Reuss
Fig45.Urban Outfitters
Fig46. Nyc streetstyle
Fig47. Liam Hodges
Fig48. Nyc streetstyle
Characteristic Overlap
Key staples are layered on top of each creating different heights and also textures. Originating from jumpers and shirts combination, this has now however developed further into a more relaxed attitude by combining the hoodie with a smarter item. Designers apply printed fabrics against the plain to define and create sections. In a Juxtaposition style you want to create too opposites that come together, something plain against a busy print, a textured surface against a soft fabric.
Fig49.Streetstyle
{
texture and tactile surfaces
}
Watered down
Prestige
Clounded Silk
Emerald Overlay
Neoprene
Painted Cravat
Woven Fibres
Linen White
Fig 51.A-Land Fig53. Christoper Shannon S/S 16
Fig52. Christoper Shannon S/S 16
Fig 50. Coachella Streetstyle
Youth in 360
Originating from the 90’s L.A skater environment we have seen a huge rise in streetwear brands popularity like supreme (See fig 55). The performance shoe and white sock is seen on multiple men’s street styles, although this will carry on throughout A/W we see the 90’s wide leg trousers become more of a key focal point. This move will likely take time to effect the majority however notice early adopters taking to it. This wider fit trousers conveys their relaxed and laid back approach to menswear, Adding tailoring and pleats for a sophisticated take on the trend This is all about channelling your inner youth and taking inspiration from designers like Christopher Shannon. (See fig 52 &53)
Fig54. .Josh Kalis
Fig55. .Supreme
{
Performance Wear
}
Board Marks
Cargo Twist
Loose Denim
Fresh Lace
Teen Trick
Neighbourhood Bust
High Grind
Illustrations
Fig1.Moodboard FLTR – Moncler, Harvey Nicholas, Asics Footwear Fig2. H&M Fig 3. Diesel Fig.4 Galleries Lafayette Fig 5.Louie Vuitton Digital girl Fig 6. Cary wolinsky Fig7. .Whistles Fig.8.Time Out Fig9.Selfridges Fig10.Warehouse Fig11.Whistles Fig12. Selfridges Fig13.Selfridges Fig14.Urban Outfitters Fig15.Harvey Nichols Fig16.Massimo Uberti Fig17. Keith Sonnier Fig 18. UAL arts head office Fig19.Fydor Golan Fig20.Chanel A/W 14 Fig21. Selfridges Fig22.Skinnydip London Fig23.Patricia Treib Fig24. Ashish S/s 16 Fig25. Tsumori Chiosato A/w 16 Fig 26.CSM BA fashion show 2015 Fig 27. Kenzo
Fig28. Kenzo A/W 16 Fig29.Miu Miu A/W 16 Fig30.Dries Van Noten A/W 16 Fig31.Givienchy A/W 16 Fig.32.Kenzo s/s16 Fig33.Berlin Tradeshow Fig34.Tim Coppens Fig35. Ontour clothing Fig36.Deus ec Machina Fig 37.Berlin tradeshow Fig 38.Tiger of Sweden Fig 39.Wgsn Fig40.Zara Fig41.J Lindeberg Fig43.Berlin Tradeshow Street Style Fig 44.Egeneerd garments A/W16 Fig45. John Reuss Fig46. Urban Outfitters Fig47 Liam Hodges Fig48. NYC street style Fig 49.Streetstyle Fig 50. Coachella Street style Fig 51.A-Land Fig52. Christopher Shannon S/S 16 Fig53. Christopher Shannon S/S 16 Fig. 54.Josh Kalis Fig. 55.Supreme
Sources
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William, R. (2002). Digital Marketing: Using New Technologies to Get Closer to Your Customers. 1st ed. [eBook] N/A: Kogan Page Ltd. Available at: http://site.ebrary.com/lib/nottinghamtrent/reader. action?docID=10023720 Vogue.com. (2016). [Online] Available at: http://www. vogue.com/fashion-shows/fall-2016-ready-to-wear