C
H A M
EL E ON
TREND AGENCY AW 18 ZOE BRICE, PHOEBE DEWBURY, DAISY ALLEN
CHAMELEON
C
ONCEP T.
Chameleons are famed for their ability to change colour, though not all species can. In a few types, the colour change is used as camouflage, but in most it is actually a form of communication. When not ‘talking’ to potential mates or warning off rivals, these chameleons will revert to a default colour that merges with their habitat - green for a jungle species, beige for a desert one. Color change in chameleons has functions in camouflage, but most commonly in social signaling and in reactions to temperature and other conditions.
WHO ARE WE AS A BRAND? Some chameleon species are able to change their skin coloration. Different chameleon species are able to vary their coloration and pattern through combinations of pink, blue, red, orange, green, black, brown, light blue, yellow, turquoise, and purple.
Aim:
Own Image
Our Trend agency differentiates itself by literally adapting to social and cultural trend movements in the way that a chamelon adapts to enviromental change. A chameleon will react to its natural habitat each season slightly differently, in the way that a trend also reacts to seasonal change in a new form ...‘something new’, both are cyclical transformations.
INSIGHT DEVELOPEMT
NETOGRAPHY RESULTS EXAMPLES OF CONNECTORS FOR REISS
Tainya IIieva Entrepreneur
Follows : Reiss, Victoria Beckham, Calvin klein, Emma Hill (blogger FT in Reiss) Celine, Mercedes, Starbucks Wears: Reiss, Gucci, Karen Millen, Topshop Holiday: Dubai, Dusseldorf Reads: Porter Magazine Cosmetics: Chanel, Dior, YSL Places: Canary Wharf, Harrods, Pret, Snowflake Luxury Gelato
Kam Goraya
Follows: Travel Blog, Small Luxury Hotels, The White company, Victoria Sport, National Geographic Wears: Reiss, Club Monaco, Ted Baker, Holiday: Iceland, Las Vegas Reads: Conde Nast Traveller Cosmetics: Nars, Jo Malone Places: Sketch, Elancafe, Tonight Josephine, Daisy Green Collection, NAC
Josie / Fashion Mum Blogger
Follows: Victoria Beckham, Reiss, Emma Hill (blogger featured in Reiss), Virgin Active, BMW UK Wears: Reiss, Ted Baker, Aspinal of London, Kate Spade, The white Company Holiday: The Maldives, Sorrento, Paris Reads: Harpers Bazzarr Cosmetics: Victor and Rolf, Armani Beauty, Elizabeth Arden, Jo Malone Places: Savoy Hotel, Westbury Dublin, Babington House
PRIMARY RESEARCH- INTERVIEW INTERVIEW WITH REISS WORKER KEY INSIGHTS - WHAT DID WE FIND OUT - TAKING IT FORWARD
The way Reiss run as a company trend wise, they receive a directory for their VM which they have to recreate in store. Best selling items - Suits, wide leg silhouette trousers, denims, flowly blouses. Leathers and suede’s introduced to complete outfits. This needs to be taken into consideration for our product trends. Older consumers in weekdays and regular customers make most of business due to location of store. This shows there are different types of consumers to explore. According to the Reiss work one of their consumers can be described as the following: Boss Lady, 28 + Husband = Hugo Boss Man This is essential information that helped us create our consumer profile. Main competitors are as follows; Jigsaw, Hobbs, LK bennet, Ted Baker.
CONSUMER PROFILE The Boss Lady
Cosmetics: Liz Earle, Lancome, Space NK, Chanel
Apps: Instagram, The Guardian, Virgin Airlines, Trainline Perfume: Chanel no.5 Cafe: Starbucks, Boxcar Hairdressers: David Sebastain Favourite Business Destinations: New York Favourite Holiday Destinations: Sorrento, New Zeland, Geneva Gym: Memeber at Block, Shoreditch Favourite Brands: Chloe, Reiss, Mulberry, Victoria Beckham Handbag Essentails: Mulberry Purse, Diary, Glasses, Lipstick Upcoming diary events: Meeting at Boxcar coffee shop, The weekend hotspot: By Chloe and an Inspirational evening: Hox How To. Favourite Reads: The Guardian ie “Alpha male culture helped cause finacial crash”
early majority connectors early majority connectors
GLADWELLS TIPPING POINT DIFFUSION OF INNOVATION
early majority connectors early majority connectors early majority connectors early majority connectors early majority connectors early majority connectors early majority connectors early majority connectors early majority connectors early majority connectors early majority connectors early majority
3 CHOSEN TRENDS
RAW MATERIAL
ANIMAL PRINT
BLOCK COLOUR
All own images
BOSS THE BLOCK PRODUCT TREND
AW 18 Boss the block, using
colour to empower women through work wear. Be bold, make a statement and stand up to the dull winter days. Alexander Wang aw18 Collection
“Championed all things boss lady and Eighties power dressing.” SPOTTED: BERLIN,
Naomi Pike, Vogue 2018
PREMIUM TRADE SHOW
Own image
Henri Matisse
BOSS THE BLOCK PRODUCT TREND
Piet Mondrian
AW 18
The Snail 1953 © Succession Henri Matisse/DACS 2018
Composition II in Red, Blue, and Yellow, 1930
Calvin Klein 2018
anyasworld 2018
Own image
Own image
Toasty Teal
BOSS THE BLOCK x REISS
Mustard Yellow
Bordeaux Red
Moss Green
Own image
Own image
AMPLI-PRINT PRINT AND GRAPHICS TREND
AW 18
A leopard DOES change
its spots, this AW 18 we will see animal print reborn, magnified and up-scaled emulating a graphic aesthetic with a bold base colour. The modern adapt-ion of animal print.
SPOTTED: BERLIN, PREMIUM TRADE SHOW
Own image
AMPLI-PRINT
Emma McClendon, Assistant Curator at New York’s The Museum at the Fashion Institute of Technology sums it up perfectly: “Leopard is one of the most intriguing prints in fashion. It is, of course, intrinsically linked to the pelts of the great cats, but it has been a cultural chameleon, taking on continually shifting meanings throughout history. At its extremes it has been both the ultimate symbol of glamour, wealth, and power, but also a stand in for the downcast, sexually free woman.”
PRINT AND GRAPHICS TREND
AW 18
Victoria Beckham 2018
Own image
“
Its a trend that rears its head every few seasons, but if the New York shows are anything to go by, animal - inspired print trend for the next few seasons from bold colours to more understated takes on the print, there are plenty of ways to make it work
“
Premium Berlin 2018
Harpers Baazarr- Getty Images
AVA GARDNER
ELIZABETH TAYLOR
Harpers Baazarr- Getty Images
Baltic Blue
Mustard Yellow
Sorrento Orange
Block Black
‘AVA JACKET’ ‘JAYNE SUIT’ ELIZABETH ‘TALIOR’ COLLECTION
Own image
VISUAL MERCHANDISNG TREND
AW 18 Adding complexity,
density and dynamics. Raw reworked uses framework and structure to showcase individual products and key pieces. A softer approach to industrial aesthetic.
SPOTTED: ETHICAL TRADE SHOW, SOHO HOUSE
RAW REWORKED VISUAL MERCHANDISNG TREND
AW 18
Own image
Own image
berlin fashion week magazine issue 25
“Modular display structure around VM systems” Chris Bardsley 2018
Mother Design & Zaha Hadid
zaha hadid luxury yacht concept
Jigsaw Westfiled 2016 Inside the RAW Material party, Jack Landau
Own image
Own image
Own image