Trend To Forecast by rachelleshantal

T R E N D b o o k

- TREND TO FORECAST -

- TRENDBOOK -

CONTENTS

- TREND TO FORECAST -

INTRODUCTION

FASHION INDUSTRY

CHILDRENSWEAR INDUSTRY

MEGA TRENDS RAPID URBANIZATION DIGITIZATION - AI

SCENARIO PLANNING CONCLUSION

- TRENDBOOK -

In this trendbook we introduce you to our perspective on the present and the future of the childrenswear market in 2022. In order to fully understand our market, qualitative research is needed to construct the outlines of this trendbook. This all starts with analyzing the current state of both the fashion industry and the childrenswear market. Next to this, we have gathered a variety of information by exploring worldwide issues and connecting them to megatrends. We have carried out indepth observation on what is currently going on in society and how that influences the fashion industry. This helped us understand how a megatrend exists and evolves. After establishing our megatrends, digitization and rapid urbanization, we looked deeper into how they were going to shape the future of tomorrow. In order to predict this future, we unraveled the driving forces behind each trend and looked at how they were connected with each other. By filtering these forces, we were able to translate the ones with the highest potential impact and the highest uncertainty into four possible future scenarios. We picked the most plausible scenario and present our vision of the future childrenswear market of 2022.

- TREND TO FORECAST -

- TRENDBOOK -

INTRO INTRO INTRO INTRO INTRO INTRO INTRO INTRO INTRO INTRO INTRO INTRO INTRO INTRO INTRO INTRO INTRO INTRO INTRO INTRO TREND TO FORECAST INTRO INTRO INTRO INTRO INTRO INTRO INTRO INTRO INTRO INTRO INTRO INTRO INTRO INTRO INTRO INTRO INTRO INTRO TREND TO FORECAST INTRO INTRO INTRO INTRO INTRO INTRO INTRO INTRO INTRO INTRO INTRO INTRO - TREND TO FORECAST -

- TRENDBOOK -

I H s a F s u d n Currently there are more than 17 million people living in the Netherlands. This only adds up to 3.3% of the Western European population, but with a domestic market value of EUR 11.7 billion, it makes up 3.5% of the the whole Western European market which is worth EUR 335.1 billion. When looking at the Dutch consumption pattern on fashion, the future looks very bright. In 2022, the Dutch households will spend over 8% more on fashion than in 2017. This is a lot considering Germany’s market share of 25%, while their consumption pattern is actually decreasing with almost 1%.

Trends within the Fashion Industry Because of growing interests in healthy lifestyles, which influences the fashion industry heavily, sportswear is experiencing positive growth. Furthermore sustainability is an important trend and the re-use of clothing is becoming increasingly popular. The value attached to CSR is also growing. Over a ten-year period second-hand retailers experienced an increase of 33%. Fast fashion is still rising and therefore the price standard is reducing. Fashion stores are not functional anymore and consumers expect top notch service of the personnel, especially because consumers are holding back in their buying behaviour. The consumer has all the power: not the retailer or the producer. Additionally, a retailer should have its own ‘face’, its own story and its own target group. Nowadays the ‘hybrid consumer’ is rising; a consumer who chooses between service, advice, experience and sustainability on one side, and price and speed on the other side. The consumer wants to know more about their products. They became individualistic and want quality and keep other people’s opinions in mind when buying something.

- TREND TO FORECAST -

- TRENDBOOK -

N O I y r t Value Dutch fashion industry compared to West European Fashion Industry

96.5%

Western Europe €335 billion - TREND TO FORECAST -

NUMBERS 3.5%

The Netherlands €14.5 billion

r D L I H R C A E W S N T S U D N I - TRENDBOOK -

In 2017 there was a total of 2.736.000 children between the ages of 0-15 years old. This number is expected to continue to grow with a percentage of 0,60% in 2022. Due to the recovery of the economy, the Dutch population has become increasingly optimistic. This gives consumers room to start or expand a family, which will further drive the growth of childrenswear. Furthermore, the shift towards smaller families with high disposable incomes in cities is resulting in lavish spending on children.

The childrenswear market has grown for a second consecutive year in 2017. With an annual growth of 3% reaching EUR 1.4 billion, the childrenswear market is expected to reach EUR 1.6 billion in 2022. The Dutch apparel market currently generates EUR 11.7 billion. Within this market the childrenswear market is responsible for EUR 1.4 billion. This means that the childrenswear market is accountable for 11.8% of the total Dutch apparel market.

If we look at the impact the childrenswear market has, it is relatively big in comparison to the rest of Western Europe. The childrenswear market is 10.5% of the total Western Europe market value.

Celebrity offspring are leading the style stakes, with North West and Harper Beckham all showcasing designer looks that inspire others to copy their outfits. Key designer brands are benefiting from the new wave of â&#x20AC;&#x2DC;mini-mesâ&#x20AC;&#x2122;. The designer kidswear market was predicted to reach a massive EUR 4.78 billion in 2017.

There is also a shift within the households since there are 5.5% more boys being born than girls. Yet girls apparel generates more money than boys clothes. But there is a higher growth rate in the boys apparel than for girls. Also more parents are buying their little ones clothing online nowadays. This means that offline childrenswear retailers that are unable to adjust to the lower prices, set by competitors such as Primark and H&M, and the 24/7 online retail environment will be left behind. The infrastructure between offline and online is becoming more important here as this adds more value to the brand and gives consumers the opportunity to consumers to purchase from home at any given time.

- TREND TO FORECAST -

- TRENDBOOK -

R Y R 10.5% Dutch childrenswear

NUMBERS Value Dutch childrenswear industry compared to West European Childrenswear Industry

89.5%

Western Europe - TREND TO FORECAST -

emerging markets population growth

- TRENDBOOK -

migration multi-cultural

isolation

- TREND TO FORECAST -

crowded

- TRENDBOOK -

As more people are living and working in central areas, Mega Cities are formed and become larger. The growth in urban areas also comes from the increase in migration. By 2020, approximately 80% of Europeans will be living in urban areas. This expansion, often occurring in a scattered way throughout Europe’s countryside, is called urban sprawl. In Europe there is a more decentralised form of urbanisation that reflects the culture history and geography. There is a large number of highly connected smart cities and towns across parts of The Netherlands. This highly connected urban area represents one of the wealthiest part of the globe. Social factors are an important cause for the popularity of rapid urbanization. With this we mean attraction of cities, better standard of living and better educational facilities. Furthermore, modernization, which means that urban areas are characterised by sophisticated technology and have a better infrastructure, are important. Also, because of migration the cities are becoming larger rapidly. Due to the growing urban population, living space is going to become more scarce, smaller and even more expensive in the future. People will have to continuously take into consideration how interior design can work and look im small spaces. ‘Micro apartments’ have been popping up around the center of metropolitan areas. On a smaller scale, due to the microhousing, we see the emerge of ‘apartment-in-a-box’ designs for tiny spaces. Architects and designers seem to have reacted with an idea: the “all in one” furniture solution that combines multiple functions to one module.

- TREND TO FORECAST -

CONNECT ME

- TREND TO FORECAST -

PLEASE visual story. visual story. visual story. visual story. visual story. visual story. visual story. visual story. visual story. visual story. visual story. visual story. visual story. visual story. visual story. visual story. visual story. visual story. visual story. visual story. visual story. visual story. visual story. visual story.

- TREND TO FORECAST -

- TRENDBOOK -

The urban centers of the world are now much more likely to be in large emerging markets. Those same emerging markets are responsible for a bigger share of apparel demand. Urbanization is also associated with consumers becoming more sophisticated, so they are more likely to become brandaware and critical in terms of what they buy. Since cities are becoming hubs for creativity and product inspiration, fashion companies shift from basing decisions at national market level to monitoring strategizing and activating business on a city level. The desire for personalization and connection deep-rooted values are the driving forces behind the consumersâ&#x20AC;&#x2122; unpredictable behaviour. This is a significant opportunity for fashion, so brands should identify ways to reach and communicate with these valuable consumers. Furthermore, peopleâ&#x20AC;&#x2122;s lives are often more complex, meaning they are more likely to have separate clothing for separate occasions. This may include whole sets of clothing for exercise and socializing. Lastly, marketers are advised to approach mega-cities in emerging markets on a city-by-city basis. Big markets are too big to tackle in one go, and there are often significant differences between cities.

S A N I S

- TREND TO FORECAST -

S H I O A N DU STRY - TRENDBOOK -

- TREND TO FORECAST -

CHI LD EN E A W

- TRENDBOOK -

- TREND TO FORECAST -

D S AR

- TRENDBOOK -

Growing up within a Mega City influences childrenâ&#x20AC;&#x2122;s behaviour due to the environment that they live in. Findings indicate that the characteristics of the environment evoke and reinforce habits of social interaction which become the core of a childâ&#x20AC;&#x2122;s behavioral profile. If children live in a homestead surrounded by two or more acres of land, they can observe or actively participate in, for instance, gardening. If, on the other hand, they live in the center of a Mega City in a micro house, their mothers prefer to leave them at home, so they may have less chance as young children to observe or participate in social activities. To sum it up, due to not participating in social activities as much as children who live in a rural environment, they might lose their kid inside of them and therefore grow up faster. This is becoming more visible in the fashion industry. The childrenswear department does not differ much from the womenswear department anymore. Children get to wear the same as their parents and therefore their clothes become more mature. This is seen back in matching parent-children sets.

- TREND TO FORECAST -

- TRENDBOOK -

- TREND TO FORECAST -

- TRENDBOOK -

- TREND TO FORECAST -

- TRENDBOOK -

DIGITIZATION - TREND TO FORECAST -

- TRENDBOOK -

In business, digitization most often refers to enabling, improving and transforming business operations, business functions, business models/ processes and activities. This is done by leveraging digital technologies and using a broader context of digitized data, turned into actionable knowledge, with a specific benefit in mind. Digitization is about systems of engagement and systems of insight and leveraging digitized data and process. One of the most important trends within digitization is Artificial Intelligence (AI). This means that computers can be trained to accomplish specific tasks by processing large amounts of data and recognizing patterns in the data. Artificial Intelligence allows us to produce a lot more goods and services with less labour. Artificial Intelligence has been growing in all the technologically relevant fields. It has been spreading in unexpected areas too. Even though this looks like process it could be very disruptive in the future. Some believe that AI is a very sensitive issue and if not carefully handled, it could become even more intelligent than humans. This is called Superintelligence. The bottom line is that itâ&#x20AC;&#x2122;s great to have a machine by our side which can imitate human intelligence but at the same time we have to think to what extent we are letting Artificial Intelligence taking things over. It is estimated that the AI market will reach EUR 15.8 billion by 2022 with a growth of 45% from 2016 to 2022. The global revenues from AI for enterprise applications is projected to grow from EUR 1.3 billion in 2018 to EUR 25.3 billion in 2025 attaining a 52.59% CAGR in the forecast period. As a response to the pressure for growth and cost efficiency, many brands are trying to improve their speed to markets and implement sustainable innovation in product design, manufacturing and supply chain.

- TREND TO FORECAST -

- TRENDBOOK -

- TREND TO FORECAST -

- TRENDBOOK -

20 visual visual visual visual

story. story. story. story.

visual visual visual visual

story. story. story. story.

- TREND TO FORECAST -

visual visual visual visual

story. story. story. story.

visual visual visual visual

story. story. story. story.

- TRENDBOOK -

Consumers are no longer content with simply buying fashion products. Considerable growth in the use of digital technologies have empowered these products. They want to interact, belong, influence and be the brands from which they buy. Companies should keep in mind how consumers look in public and on social media and about the perception of the goods they buy and own. The majority of consumers use digital channels before, during or after a purchase. New standards of service and experience are being set. Itâ&#x20AC;&#x2122;s about becoming a brand that shapes and implements contextualized, consumercentric values. Fashion has a new meaning because of the digital age, easy accessibility to mobile phones, social media and the Internet. Online apparel sales are as important as store sales. Fashion is changing faster and it is reaching people in every part in the world because of this digital age. A plus of the digital age is that there is an easier availability of big data and resultant analytics. This information can be exploited by fashion companies to improve customer experience and to track consumer trends. There is a rise in â&#x20AC;&#x2DC;digital clientelingâ&#x20AC;&#x2122;, which means that analytics, technological developments in digital marketing are used to deliver a personalize the customer experience. By 2020, 85% of all customer interactions will be handled without a human agent. The consequence of this digital transformation is that it will shape which brands and what reputation can be protected in the changing environment. Here brands can share content across several platforms; these platforms also enable consumers are able to engage with and respond to the content. - TREND TO FORECAST -

FA N I

S H I O A N N DU STRY - TRENDBOOK -

- TREND TO FORECAST -

CHI LD ENS E A W - TRENDBOOK -

- TREND TO FORECAST -

D S AR

- TRENDBOOK -

Even though digital tools may be found quite costly, AI is way bigger than ‘just robots’. It is a great tool that can be used to interact with our small consumers. Nowadays the children’s influence is greater on the purchasing behaviour. There is a greater need for both parents to work and this has given children greater input into tasks, such as household shopping. Research state that mothers often take their children shopping with them. During this “co-shopping” experience children can develop their own shopping skills. Lastly, retailers are in the powerful positions of being able to influence purchase decisions. They can build strong relationships with children and their parents because in many ways the retailer can influence both parent and child at the same time. Having orientation towards children in-store involves having eye-level displays and encouraging children to handle goods. Some retailers view children as “consumer influentials” having the ability to influence the choices their parents make. To conclude, if fashion brands want to be at the top they need to be investing in artificial intelligence to personalize consumer experiences to their retail audience.

- TREND TO FORECAST -

- TRENDBOOK -

- TREND TO FORECAST -

- TRENDBOOK -

- TREND TO FORECAST -

- TRENDBOOK -

SYSTEM OVERLOAD

O F

Demographic: There is almost no population growth, a big group of elderly people. Economic: There is no international development, currencies will go back to own for each country, purchasing power in increase due to national products, there will be an inflation due to local products being more expensive, more middle class jobs. Social: There is one social culture, people will only support local products, patriotism, social ignorance, level of education will be less advanced, less tolerant, narrow minded. Technical: Technology will improve even more due to artificial intelligence. Ecological: Reduce of carbon footprint, exhausting our own land, own regulations on this might lead to environmental issues. Political: They can implement whatever they feel is necessary.

A G E

EXTREME 1A ‘‘Meltingpot’’

radical recovery

N E W

M I G R A T I O N

T H E

EXTREME 1A ‘‘Meltingpot’’

Demographic: There will be a growth of population and cultures, less traditional dutch households. Economic: The national income gets higher due to more skilled and specialised people, international development will only increase because of new markets, purchase power more selective, shift in jobs and markets, GNP goes up, there is no inflation, unemployment does not change, higher disposable income. Social: Due to mix of cultures will create different values in society, people become more aware and tolerant, higher level of education, consumer value experience. Technical: Technology will improve even more due to Artificial Intelligence. Ecological: Lack of resources, too many people using the resources. Political: Human rights will become even bigger because of the rise of minorities.

I N N O V A T I O N

EXTREME 2A ‘‘AI outstanding career professionals’’

EXTREME 2B ‘‘Anti-AI movement’’ - TREND TO FORECAST -

- TRENDBOOK -

T H E

N E W

Demographic: Population growth, a gap between high and low income -> cause for the revolution within AI. Economic: The national income will be average, stop of economic growth, prices could go up due to reducing the use of AI, back to cash. Social: Due to a mix of cultures it will create different values within society, more traditional lifestyle, more buying in physical stores, harder to connect with others. Technical: Neglection of technology, back to basic. Ecological: Huge lack of resources, hard to manage natural resources without AI. Political: Regulations change concerning AI, more radical parties arise.

EXTREME 1B ‘‘Isolation’’

ACTIVATE FIREWALL

M I G R A T I O N FAILED TO CONNECT Demographic: A stop of population growth, more traditional households, disposable income will be lower. Economic: Inflation, no international development, back to cash, productivity goes down which means there will be a drop economic growth. Social: Traditional, conservative, buy in physical stores, social ignorance, level of education is average. Technical: No future developments, back to basic, neglection of technology, technology will be cheaper. Ecological: Increase of use in resources, hard to manage natural resources without AI, lack of resources. Political: More radical parties arise, extreme nationalism.

EXTREME 2B ‘‘Anti-AI movement’’ - TREND TO FORECAST -

EXTREME 1B ‘‘Isolation’’

A G E

O F

I N N O V A T I O N

EXTREME 2A ‘‘AI outstanding career professionals’’

- TRENDBOOK -

Itâ&#x20AC;&#x2122;s May 21st, 2022, which means that it is the World Day for Cultural Diversity in Amsterdam. This day reflects the current society even more than ever and helps celebrate the new migration laws. After years of political instability towards this issue, the government finally fully supports the cultural expansion of the city. Migration is now being looked at as an enrichment of the urban area, rather than a burden to society. Not only is this being seen back in the political system, but also in everyday lives. For the first time in decades, there are more than 180 different backgrounds within such a small area. This automatically creates a tolerant environment, where the citizens are aware of each otherâ&#x20AC;&#x2122;s cultural differences. This mixture of cultures reshapes the traditional Dutch households.

This is being picked up by industries, who have to live up to the demands of new, emerging target groups. Especially within the fashion industry these new potential consumers play a big role within the companyâ&#x20AC;&#x2122;s strategy. Not only will there be a bigger variety of brands, which will create more competitors. Companies will also have to include more diversity in the way they communicate their brand. This is crucial to connect with consumers outside of their traditional target group. A multicultural society means a lot of new views on certain political topics. People are progressively developing their own identity by creating their own norms and values. They realize that they play an important role within their country, which makes them more political engaged. On top of that, they want their own values reflected in the political system. They expect the same from companies and brands. A brand is no longer just a logo, it is a way of life that has to be align with the identity of the consumer. Brands are forced to look at their consumers as individuals with their own uniqueness. Due to the increasement of the population, there is also a rise of data that needs to be managed. Thanks to new innovations in the field of technology, Artificial Intelligence is now smarter than ever. It is mostly used in workspaces to make enterprises more conversational and smarter. Meanwhile the international development gave the economy a boost. With new emerging markets entering the industry, new job opportunities are created which has increased the GDP. Therefore the national income has grown. Applying AI in the workspace has led to more productivity and a reduce of costs in production. Because of this higher productivity, AI is taking over a lot of job positions. On one hand, this makes the workspace a more competitive field. But it also pushes people to develop more skills outside of their specialization. This is already visible in the retail spaces, where brands invest less in quantity but more in quality. The staff is expected to embody the brand values to convey the brand story. This is essential because where once the primary goal of a physical store was to just sell a product, it is now all about giving the consumer the total experience. Especially since the consumer nowadays has online access to everything, the urge for them to visit these stores is rapidly decreasing.

- TREND TO FORECAST -

- TRENDBOOK -

S y s t e m o v e r l o a d With the companyâ&#x20AC;&#x2122;s current data, they are now able to precisely predict their consumerâ&#x20AC;&#x2122;s behaviour by observing their online activities. Therefore, companies are able to know the consumer before they even enter the store. This enables brands to fully adjust to their consumers expectations of the brand. More than ever, they can now create a seamless experience by making use of an omni-channel approach. Since consumers expect brands to be an extension of their lifestyle, brands apply hyper-personalized customization in the retail space. In this way, they can use the saved data from their consumers to create the best product for them. Customers are ever more demanding tech-savvy and have almost unlimited access to information through the usage of different devices and platforms. The visual image recognition based on AI allows a picture taken with a smartphone to become a direct access point to an article or product. What also becomes more important is convenience. People are becoming more time efficient and are expecting every activity to be as smooth as possible. Technology provides us these tools such as electronic payments, interactive screens and customer service. The expansion of the urban city also has an impact on the environment. Having this many people living in a relatively small area, increases the usage of natural resources.

This results in an exhaustion of land since the environment is not fit for providing for that many people. This has led to a scarcity of raw materials which have gotten up in price as well. The environmental changes did not go unnoticed. People are being confronted with the consequences of their impact on nature. This makes them more aware of the situation and they expect more transparency from companies and brands on this subject. Brands have completely adapted to this by changing their business model by implementing a sustainable approach. For instance, companies have switched their supply chain from linear to circular, meaning they work with a zero waste mindset. Companiesâ&#x20AC;&#x2122; sustainable developments are being inspected by third parties to guarantee that they are making the right decisions for the planet. This does not only apply for the end product, but also within their headquarters. This is also seen in the fashion industry where brands fully integrated the use of recycled and sustainable materials. They also show this in how they communicate their brands towards their consumers to ensure a relationship of trust.

- TREND TO FORECAST -

- TRENDBOOK -

S y s t e m

- TREND TO FORECAST -

- TRENDBOOK -

o v e r l o a d

- TREND TO FORECAST -

- TRENDBOOK -

END END END END END END END END END END END END END END END END END END END END END END END END END END TREND TO FORECAST END END END END END END END END END END END END END END END END END END END END TREND TO FORECAST END END END END END END END END END END END END END END END END - TREND TO FORECAST -

- TRENDBOOK -

The Dutch childrenswear market might appear small in comparison with other EU countries but when looked at from a population perspective the buying power is relatively big. This is visible in the Dutch consumption pattern. In 2022, Dutch households will spent over 8% more on fashion than in 2017.This generates a lot of growth within the childrenswear market. Within the next four years it is estimated to grow with a compound annual growth rate of 3%. Especially because of the recovery of the economy, consumers are given more room to expand a family, which will further drive the growth of childrenswear. More parents will both have a job to support their households in the future. This means that they are more timeconsious and demand convenience in every activity they do. This is why more parents are buying their little ones clothing online to save time. The infrastructure between offline and online is becoming more important here as this adds more value to the brand and gives consumers the opportunity to consumers to purchase from home at any given time. The consumer has all the power and this is only to become more in the future. Especially when children are involved. The children’s influence on the parents shopping decisions is becoming more important when they go out shopping together. This is a great way for brands to create strong relationships with parents and children. By viewing children as “consumer influentials” retailers have the ability to influence both the parent and the child at the same time. Also because more kids are situated in urban areas, they don’t get to participate in social activities as much as children who live in rural areas. This results in them growing up faster. This is already visible in the fashion industry and will only become more. The children collections are designed to match the adult collection and therefore becoming more mature.

- TREND TO FORECAST -

- TRENDBOOK -

Fashion Industry

Cbs.nl. (2018). Population counter. [online] Available at: https://www.cbs.nl/en-gb/visualisaties/population-counter [Accessed 9 Mar. 2018]. Strijbos, B. (2018). Statistieken Modebranche Nederland. [online] Fashionunited.nl. Available at: https://fashionunited. nl/statistieken-modebranche-nederland [Accessed 9 Mar. 2018]. Sales of Apparel and Footwear. (2018). Euromonitor. Statista. (2018). Apparel and footwear: market value in Western Europe 2013-2018 | Statistic. [online] Available at: https://www.statista.com/statistics/491447/apparel-and-footwear-westen-europe-market-value/ [Accessed 9 Mar. 2018]. Household consumption expenditure on clothing in the European Union in 2015, c. (2018). Clothing consumption by EU country 2015 | Statistic. [online] Statista. Available at: https://www.statista.com/statistics/419877/clothing-consumption-expenditure-euro [Accessed 23 Mar. 2018]. Fashionunited.de. (2018). Zahlen und Fakten zur Deutschen Modeindustrie. [online] Available at: https://fashionunited. de/zahlen-und-fakten-zur-deutschen-modeindustrie [Accessed 23 Mar. 2018]. Apparel and Footwear in the Netherlands. (2018). Euromonitor. Rabobank.nl. (2018). Detailhandel non-food, cijfer en trends - Rabobank. [online] Available at: https://www.rabobank. nl/bedrijven/cijfers-en-trends/detail-en-groothandel/detailhandel-non-food/ [Accessed 9 Mar. 2018]. Rabobank.nl. (2018). Sectorprognose detailhandel non-food 2018 - Rabobank. [online] Available at: https://www.rabobank.nl/bedrijven/cijfers-en-trends/sectorprognoses-2018/detailhandel-non-food/ [Accessed 9 Mar. 2018]. ING Website. (2018). Non-food bloeit op. [online] Available at: https://www.ing.nl/zakelijk/kennis-over-de-economie/ uw-sector/outlook-2018/detailhandel-non-food.html [Accessed 9 Mar. 2018].

- TREND TO FORECAST -

- TRENDBOOK -

Childrenswear industry

Ouders van Nu. (2018). Waarom er meer jongens dan meisjes worden geboren | Ouders van Nu. [online] Available at: https://www.oudersvannu.nl/nieuws/waarom-worden-er-meer-jongens-dan-meisjes-geboren/ [Accessed 23 Mar. 2018]. Fashionunited.uk. (2018). Itâ&#x20AC;&#x2122;s all about the kids! Why the Childrenswear industry has a bright future.. [online] Available at: https://fashionunited.uk/news/fashion/it-s-all-about-the-kids-why-the-childrenswear-industry-has-a-bright-future/2017122127378 [Accessed 23 Mar. 2018]. Portal.euromonitor.com. (2018). Euromonitor International - Childrenswear in the Netherlands. [online] Available at: https://www.portal.euromonitor.com/portal/analysis/tab [Accessed 23 Mar. 2018].

Rapid Urbanization

Cbs.nl. (2018). Forecast: 18.4 million inhabitants in 2060. [online] Available at: https://www.cbs.nl/en-gb/ news/2017/51/forecast-18-4-million-inhabitants-in-2060 [Accessed 23 Mar. 2018]. Ec.europa.eu. (2018). Eurostat - Tables, Graphs and Maps Interface (TGM) table. [online] Available at: http://ec.europa.eu/eurostat/tgm/refreshTableAction.do;jsessionid=kxY-WTogm1Mjg6xwx67iXLI0-SF1nttmRVItqPxaKD4gVuD3ismU!-1102445943?tab=table&plugin=1&pcode=tps00176&language=en [Accessed 23 Mar. 2018]. Ec.europa.eu. (2018). Statistics illustrated - Eurostat. [online] Available at: http://ec.europa.eu/eurostat/web/population-demography-migration-projections/statistics-illustrated [Accessed 23 Mar. 2018]. International Organization for Migration. (2018). Migration flows to Europe. [online] Available at: http://migration.iom. int/docs/Q1_2017_statistical_Overview.pdf [Accessed 23 Mar. 2018]. Pbl.nl. (2018). Cities in The Netherlands. [online] Available at: http://www.pbl.nl/sites/default/files/cms/publicaties/PBL2016-Cities-in-the-Netherlands-2470.pdf [Accessed 23 Mar. 2018].

- TREND TO FORECAST -

- TRENDBOOK -

Rapid Urbanization

Culturalsurvival.org. (2018). Effects of Urbanization on Childrenâ&#x20AC;&#x2122;s Behavior. [online] Available at: https://www.culturalsurvival.org/publications/cultural-survival-quarterly/effects-urbanization-childrens-behavior [Accessed 23 Mar. 2018]. Prb.org. (2018). Urbanization: An Environmental Force to Be Reckoned With. [online] Available at: http://www.prb.org/ Publications/Articles/2004/UrbanizationAnEnvironmentalForcetoBeReckonedWith.aspx [Accessed 23 Mar. 2018]. TranslateMedia. (2018). The Future of Fashion is Urban. [online] Available at: https://www.translatemedia.com/us/blogusa/future-fashion-urban/ [Accessed 23 Mar. 2018]. Fashionunited.uk. (2018). Itâ&#x20AC;&#x2122;s all about the kids! Why the Childrenswear industry has a bright future.. [online] Available at: https://fashionunited.uk/news/fashion/it-s-all-about-the-kids-why-the-childrenswear-industry-has-a-bright-future/2017122127378 [Accessed 23 Mar. 2018]. ING Website. (2018). Detailhandel op stoom. [online] Available at: https://www.ing.nl/zakelijk/kennis-over-de-economie/uw-sector/outlook-2018/detailhandel.html [Accessed 9 Mar. 2018]. Rabobankcijfersentrends.nl. (2018). Detailhandel non-food, cijfer en trends - Rabobank. [online] Available at: https:// www.rabobankcijfersentrends.nl/index.cfm?action=branche&branche=Detailhandel_in_mode [Accessed 23 Mar. 2018]. The Business of Fashion. (2018). 10 Trends That Will Define the Fashion Agenda in 2017. [online] Available at: https:// www.businessoffashion.com/articles/intelligence/10-fashion-trends-define-agenda-2017 [Accessed 23 Mar. 2018]. Worldpopulationreview.com. (2018). Netherlands Population 2018. [online] Available at: http://worldpopulationreview. com/countries/netherlands-population/ [Accessed 23 Mar. 2018]. Ec.europa.eu. (2018). Migration and migrant population statistics - Statistics Explained. [online] Available at: http:// ec.europa.eu/eurostat/statistics-explained/index.php/Migration_and_migrant_population_statistics#Further_Eurostat_ information [Accessed 23 Mar. 2018].

- TREND TO FORECAST -

- TRENDBOOK -

C Digitization

Harper, S., Dewar, P. and Diack, B. (2018). The purchase of children’s clothing – who has the upper hand?. [online] Emerald Insight. Available at: https://www.emeraldinsight.com/doi/full/10.1108/13612020310475483 [Accessed 23 Mar. 2018]. Retail Intelligence Blog. (2018). 7 ways AI innovations make life easier for fashion companies and fashionistas alike. [online] Available at: http://www.intelligencenode.com/blog/fashion-artificial-intelligence-ux/ [Accessed 23 Mar. 2018]. Golub, A. (2018). From Big Data to Big Insights: How the Apparel Industry Can Benefit from AI- Apparel Magazine. [online] ELSE Research by ELSE Corp. Available at: http://blog.else-corp.com/2017/03/from-big-data-to-big-insightshow-the-apparel-industry-can-benefit-from-ai-apparel-magazine/ [Accessed 23 Mar. 2018]. Gopnik, A. and Gopnik, A. (2018). Artificial Intelligence Helps in Learning How Children Learn. [online] Scientific American. Available at: https://www.scientificamerican.com/article/gopnik-artificial-intelligence-helps-in-learning-how-children-learn/ [Accessed 23 Mar. 2018]. i-SCOOP. (2018). Digitization, digitalization and digital transformation: the differences. [online] Available at: https:// www.i-scoop.eu/digitization-digitalization-digital-transformation-disruption/ [Accessed 23 Mar. 2018]. Sas.com. (2018). Artificial Intelligence – What it is and why it matters. [online] Available at: https://www.sas.com/en_us/ insights/analytics/what-is-artificial-intelligence.html [Accessed 23 Mar. 2018]. Digitaljournal.com. (2018). Digital transformation trends for the fashion industry. [online] Available at: http://www.digitaljournal.com/business/digital-transformation-trends-for-the-fashion-industry/article/502598 [Accessed 23 Mar. 2018]. Fibre2fashion.com. (2018). Digital Age in Fashion Industry | Digitalization in Fashion Industry. [online] Available at: http://www.fibre2fashion.com/industry-article/7530/digital-age-styling-fashion-industry [Accessed 23 Mar. 2018]. Deloitte Switzerland. (2018). Digital transformation in the fashion industry. [online] Available at: https://www2.deloitte. com/ch/en/pages/consumer-industrial-products/articles/ultimate-challenge-fashion-industry-digital-age.html [Accessed 23 Mar. 2018].

- TREND TO FORECAST -

- TRENDBOOK -

- TREND TO FORECAST -

- TRENDBOOK -

Images

visitKoeln. (2018). Art Cologne – a top event with extra edge. [online] Available at: https://blog.koelntourismus.de/en/ arts-culture-en/art-cologne-a-top-event-with-extra-edge-2/ [Accessed 19 Mar. 2018]. Kaayk.nl. (2018). Coen en Guusje Kaayk. [online] Available at: http://www.kaayk.nl/ [Accessed 19 Mar. 2018]. Seek.rs. (2018). New York City, NY | August 9, 2017A reflection on things. #notaplotagraph #streetphotography #nyc Seekrs. [online] Available at: https://seek.rs/image/44503/ pnew-york-city-ny-august-9-2017bra-reflection-on-thing [Accessed 19 Mar. 2018].

Gmbh, G. (2018). C O Berlin schreibt erneut Foerderpreis im Bereich Fotografie aus - freundederkuenste.de. [online] Freundederkuenste.de. Available at: http://www.freundederkuenste.de/aktuelles/medien-ausschreibungen/ankuendigung/co-berlin-talent-award-junge-talente-gesucht.html [Accessed 19 Mar. 2018].

Limited, A. (2018). La Chine, Hong Kong, Lantau, Tung Chung, typique ville nouvelle Immobilier Hi-rise apartment complex Banque D’Images, Photo Stock: 43978407 - Alamy. [online] Alamy. Available at: https://www.alamyimages.fr/photo-image-la-chine-hong-kong-lantau-tung-chung-typique-ville-nouvelle-immobilier-hi-rise-apartment-complex-43978407. html [Accessed 19 Mar. 2018]. Mara Hoffman Official Site. (2018). Mara Hoffman Official Site | Shop Mara Hoffman. [online] Available at: https://www. marahoffman.com/world-of/story-category/2018/spring-lookbook-2018/ [Accessed 23 Mar. 2018]. ING Website. (2018). Detailhandel op stoom. [online] Available at: https://www.ing.nl/zakelijk/kennis-over-de-economie/ uw-sector/outlook-2018/detailhandel.html [Accessed 9 Mar. 2018]. Rabobankcijfersentrends.nl. (2018). Detailhandel non-food, cijfer en trends - Rabobank. [online] Available at: https:// www.rabobankcijfersentrends.nl/index.cfm?action=branche&branche=Detailhandel_in_mode [Accessed 23 Mar. 2018]. De Architect. (2018). Betonnen buisappartementen als verdichtingsoplossing - De Architect. [online] Available at: http://www.dearchitect.nl/architectuur/artikel/2018/02/ betonnen-buisappartementen-als-verdichtingsoplossing-101187858 [Accessed 23 Mar. 2018]. Design by Colors. (2018). Dwa w jednym, czyli fotel i regał Design by Colors. [online] Available at: http://designbycolors. pl/dwa-w-jednym-czyli-fotel-i-regal/ [Accessed 23 Mar. 2018]. La Criatura Creativa. (2018). 20 mupis publicitarios creativos. [online] Available at: http://lacriaturacreativa. com/2012/05/11/20-mupis-publicitarios-creativos/ [Accessed 23 Mar. 2018].

- TREND TO FORECAST -

Dorothy, Rachelle, Dennis, Evelyn, Jitske & Patricia - M2B