market research

Within fashion I feel most passionate about change, particularly changes that are being made in youth related markets. As discussed in my ‘Brand Me’ book, I find new ideas proposed by younger generations much more engaging than some runway presentations of well-established fashion houses. This meant that contributing to this part of the industry would be the best route for me to take as we work towards creating our final major project. My dream is becoming a fashion editor after graduation, so creating this set of trend publications will serve as a great tool to launch me into industry. Throughout the preparation stage of the concept development my focus was to stay ahead of the game with both the themes discussed and the way those themes are presented to readers.

The page that is displayed here is an insight into my points of reference that have inspired my original creative concept. From previously conducted market research I have found that there seems to be plenty of solutions provided to a commercial market within the trend forecasting industry, as well as plenty of solutions for a more visionary, aspirational market. What I have learnt about myself during the Concept Direction & Development module is that I do not belong to either of those markets, I sit somewhere in the middle. The type of visual language that I am planning to introduce to the traditional trend report will demonstrate newness and create an entirely new product that does not exist on the market yet. I am hoping to discuss fashion through a lifestyle angle. Within this report colour charts, key item breakdowns, styling choices and design details will be highlighted for each forecast. My intention is to create a visual exploration of the future of youth culture. Sources that have provided me with inspiration during the process include flatlay artists, Dazed magazine, bloom magazine and trend documents developed by FutureLand forecasting agency.