Trend Atlas The trend atlas is a vital navigation and management framework. It provides a structured way to categorise and map the socioeconomic drivers and cultural influences, which could considerably influence the future of fashion. Analysing various divers from four aspects helps the brand in the decision and innovation making process (Kjaer, 2014). Post-pandemic consumption is about offering experience and products that provide real benefit to people or the planet rather than do less harm to the environment or person.
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Most Gen Z (71%) would prefer always to feel good rather than constantly look good (Farnan, 2020). 69% of global consumers are searching for meaningful actions to help them flourish. 49% of Generation Z and Millennials’ pursuit is centred on finding simple happiness in life. People are exploring more leisurely, sustainable and affordable ways for self-care. According to Public Health England, consumers could save £2.1bn annually in health costs if they have enough access to nature. Eco-therapy has become the key to healthy living, including nature prescripts, green gyms and forest bathing (Houghton, 2021). More than 10% of the global population suffers from a mental health disorder. The New York Times (2021) highlighted that ‘languishing’ had become the dominant sentiment due to the pandemic.
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