TREND
STORY
BOLD
(Latin: Audax) Adj. 1. Necessitating courage and daring; challenging; a bold adventure 2. striking or conspicuous to the eye; flashy; showy; a bold pattern
BOTANICALS
(Latin: Botanicus) Adj. Also, botanic. Of, pertaining to, made from, or containing plants.
TREND
BOLD
MOSCHINO
AREA
DRIES VAN NOTEN
MARC JACOBS
spring/summer 2018
B OTAN I CALS
A trend seen all over the spring/summer 2018 catwalks is bold botanicals. An array of flora has blossomed in vivid colour making it a trend not to be missed. The brands above showcase this season’s stand-out trend in all it’s glory. Marc Jacobs, Dries Van Noten, Area, Moschino
STORY
ss18 collections
M C Q U E E N
J A C O B S
A L E X A N D E R
A more literal take on the trend, designers Alexander McQueen and Moschino featured 3D flowers in their collections.
M A R C
3D APPLIQUE
M O S C H I N O
A L E X A N D E R
M C Q U E E N
Brands interpreted the botanical trend in different forms and styles. They can be divided into 4 key categories.
TEXTURE To add more interest to a traditional floral pattern, some designers such as Marc Jacobs and Alexander McQueen have incorporated sequins into their collections.
A R E A
M A R C
A R E A
K A T R A N T Z O U
STORY
M A R Y
D R I E S
V A N
N O T E N
J A C O B S
TREND
ABSTRACT
IMAGERY Instead of flower illustrations to create a pattern, Dries Van Noten and Mary Katrantzou use large imagery of florals to create their interpretation of the trend.
A more modern approach to the botanical trend is deconstructing the floral shape and Area’s use of fruits and leaves provide a fresh take on classic spring trend.
TREND
STORY Florals? For Spring? Groundbreaking. - The Devil Wears Prada.
The botanical trend in the form of floral print has become such an integral part of spring culture to the point of predictability. Florals are now a seasonal stereotype, immortalised as such in the words of Miranda Priestley.
SEASON
C U LT U R E FLOWER POWER
During the 1960s and 70s, flowers blossomed across clothing everywhere. Flowers weren’t just a print, but also symbolised the peace movement of the time. The term flower power has connotations with hippies and psychedelia.
GARDEN
TATTOO
FILM
HEALTH
STYLE MOVEMENT
Botanical imagery has a strong presence in art history. From ancient Chinese and Japanese artworks, to the Dutch masters, many artists have expressed their take on a variety of plants.
ART
history FASHION As a trend botanicals have been used in a number of fashions, across the globe. The representation of flora has developed in line with progressions in fashion. This is evident in the collage below, where the style of florals in the 18th century differs immensely to that of the sixties, and more so contrasts to 21st century couture.
TREND
STORY
THE SWINGING SIXTIES B OTAN I CAL S C I E N C E
TREND
Perfume
STORY
Drinks
#TRENDING
B O T A N FROM FASHION TO FOOD
Skincare
Fashion
Haircare
TREND
Interiors
Pattern
I C A L S Food
Tattoo
Shows
STORY
DR. MARTENS: A HISTORY 1970 The Griggs company acquires the rights to the air-cushioned sole.
1901 The Griggs family start producing work boots. In 1945, two doctors teamed up to create a cushioned air sole.
1960 The Dr. Martens airwair sole is born, creating the famous 1460 boot. The 60s was the decade where the boot was adopted by skinheads and mods. Especially after The Who guitarist, Pete Townshend began to wear the shoes.
Festival culture and followers of the grunge genre also adopted the boot, making DMs a massive part of music culture
BRAND
Dr Martens were further adopted by style and music subcultures and became an integral part of British youth culture.
1990
2000 1980 Psychobilly, grebo, and scooter boys also took on the shoe. Girls customising their Dr. Martens, typically with florals, became a trend. US musicians touring the UK brought DMs into the US market.
Sales of DMs declined but there was a resurgence in sales with the fiftieth anniversary, and now DMs have a strong connotation with individualism.
BRAND
BROOKLYN, NY
The Dr. Martens Store, 1333 Broadway, Brooklyn, NY 11211
BRAND
LONDON, UK
The Dr. Martens Store, 386 Oxford Street, London, W1C 1JS
BRAND
Dr. Martens started as a work boot, something that is still a feature of the brand today.
INSTORE In the NYC Herald Square store, a collection of music paraphernalia showcases the brand as part of the music community.This is core to Dr. Martens identity.
BRAND
The London Oxford Street store features framed photos of people wearing their shoes, and the different ranges. This gives vistors to the store a feel for the brands consumer and image.
DISPLAYS
In the Brighton and London Oxford Street stores, signs informing customers of the Dr. Martens vegan range can be seen.
IN INTERVIEW WITH...
A S A L E S A S S O C I AT E F R O M T H E D R . M A R T E N S N E W Y O R K C I T Y, H E R A L D S Q U A R E S T O R E
Have you ever held any events here? “We’ve done a tonne of events in store” What type of events have you done? “There was a tattoo print event, where tattoo artist drew designs on the shoes, people could get free customisation” “Concerts have been held, rock music ties in with the type of customers, making it brand appropriate.” Do you think these events had an affect on sales? “For the day it definately increased salss, I would say it was successful in attracting newcustomers.” Are all the extras in the events balanced out by the increase in sales? “Costing of free food is made up from sales on that day.” Did the events attract new customers? What type of customer do the events attract? “Generally attracts the same, similar types of customers.” “The younger bracket of our customers hear about our events.” What would say the type of customer is for this store? “The location means we have a really wide range of customer” “There’s no particular gender, and ages range from 17 to like 60.” How do you promote the in-store events? “We have promotions, flyers and posters are the main wat of advertising the store and events.” “Events and offers are made accessible during the transactions.”
BRAND
EVENTS
AT DR. MARTENS
In recent years Dr Martens have invested in holding events as a form of promotion. Their close association with music tribes is reflected in this. Dr Martens often hold concerts instore, and have even built a venue in their Camden store
OUTCOME
“We refer to events simply as created and planned occasions outside the everyday field of experience.” - Fashion Promotion in Practice
EVENT THE ART OF EVENT The purpose of event within fashion is to utilise emotional, psychological, and physical interactions in order to communicate a message to consumers. The reach of event has evolved far beyond needing to attend it on the day, fashion events are becoming much more accessible due to the rising popularity of social media. Of course, something that must be held in mind when creating an event is the audience. These are the people you are trying to communicate with and the category and intention of the event can be used to target different groups.
OUTCOME
I N D U STRY E V E NTS Trade Shows: Typically attended by producers and retailers. These events are used to display products but also gather research on competitors and trends. Photo Calls: Come in various forms; from red carpet backdrops to photo opportunies , photocalls can generate large amounts of press coverage.
only for bloggers, stylists, and editors can browse collections up-close. The outcome is that a feature or publication on the collection can be planned. Launches: Publicise new products, brands, stores or even new displays. They attract press, industry proffessionals and the public. Virtual launches have started to generate mass interest.
Press Days: Usually invitation P U B L I C
Types of event
Exhibitions: Are a good method of celebrating a brand/designer. They can be seen as sponsorship and increase public profile. On top this, opening events can be held for the exhbition. Shopper Events: Create hype and excitement around shopping. Example of such is the Clothes Show Live which gives shoppers an exciting way to shop.
E V E N T S Experiential
Events:
Cover
a
“open without warning...pops up... and closes just as rapidly.� - Rei Kawakubo
mass of interactivie
events, such installations .
Pop-Ups: Are temporary retail spaces and can be used for stores outside fashion.
I
D
E
A
S
This mindmap is a brainstorm of different types of events. I then broke down the events into ideas that could work for Dr. Martens, this can be seen on the following two pages. Looking at my ideas I decided to brainstorm different ways of combining events with the botancial trend. This led me to my refined mindmap.
A REFINED MINDMAP
The refined mindmap breaks down possible combinations of botanicals, Dr. Martens and event. I have decided to go through with outdoor events, as this is the best way to connect all three themes.
the idea
During my research I have noticed that Dr. Marten’s is a brand that takes pride in it’s history. The brand has a very clear sense of identity. Dr. Martens wearers are individual and enjoy outdoor activities, such as festivals. This is in line with Dr. Martens relationship with the music community. In order to combine my trend, brand and outcome I have decided my idea will involved an outdoor event, themed around botanicals in order to promote Dr. Martens exsisting ranges. I will focus on their floral collection and vegan range as these currently do not get much promotion. S U M M A R Y: An outdoor event, themed around bold botanicals in order to promote an exsisting Dr. Martens shoe range.
1
Food van or truck
concept
Decorated in Dr. Martens branding Maybe their SS18 floral print?
Vegan street food Decorated with flowers Links to botanical food trend
Botanical gin trend can also be incorporated Vegan food would promote Dr Martens vegan boot range. Food van could be at a music festival
Music festival would link with brands association with music
Doc Martens floral boot range would also be promoted
T R E N D: Botanical food, drinks and shoes B R A N D: Vegan and floral collections O U T C O M E: A food truck that will either be at a music or food festival
2
concept
Swinging sixties inspired, psychedlic florals
60s themed festival connects to DM history: Pete Townshend of The Who is credited with popularising the shoe
Connects to Dr. Martens british roots
Promotes DMs floral boots 1960s links to their most iconic boot:the 1460 Orignal
Enviromentally friendly festival: celebrating peace, flower power
Doc Martens branding and sponsorhip of the festival will also promote the brand
T R E N D: Botanical culture; 1960s, flower power B R A N D: Dr Martens branding, music identity and floral range O U T C O M E: A 1960s inspired festival, promoting the brand and specifically their floral range
3
concept Customising sttation for DMs Could have tattoo artists customising boots
Temporary pop-up shop DM themed: industrial, black/ yellow colour scheme
Tattoo styles are connected to styles of DM floral boots
Promotes floral range, so is inline with botanicals trend
Connects to brand story of individuality
Tattoo parlour set up in the pop-up shop. People can get tattooed whilst they get their DMs customised
T R E N D: Botanicals as a floral print, and in tattoo culture B R A N D: Dr Martens branding, able to sell collection in the pop-up, brands individuality is included O U T C O M E: A travelling/temporary tattoo parlour, where customers can get their DMs customised
OUTCOME
My final outcome is for Dr. Martens to create a outdoors pop-up event. This would be done in the form of a food van, serving vegan street food and botanical drinks. The van will be branded in Dr. Martens colours in order to conform to their brand image. I chose to go with the food van as this concept successfully combines the botanical trend, Dr. Martens and the event outcome.
Firstly the botanical trend can be seen in the food and drinks served, there is a trend in botanical drinks (such as gin) and garnishing food with flowers. Furthermore, the food van itself will be decorated with floral displays, including the idea to fill old Dr. Martens boots with flowers.
This ties in with Dr. Martens existing floral boot range, and creates a form of promotion for that particular range of boot as during my research I noticed there was not much advertisement for it. The brands identity for this event is further strengthen through the inclusion of vegan food, as this will promote Dr. Martens vegan option for their boots. The vegan lifestyle is something that has become increasingly popular, and will hopefully cause the event to have a lot of attraction.
BIBLIOGRAPHY WEBSITES alexandermcqueen.com botanicaldimensions.org dictionary.com drmartens.com google.com thedresscodec.weebly.com wikipedia.com wgsn.com wwd.com vogue.co.uk BOOKS Fashion Promotion in Practice, Jon Cope and Dennis Maloney Marketing Fashion, Harriet Posner PRIMARY RESEARCH Dr. Martens Stores: Oxford Street, Brighton, Herald Square, Brooklyn