Trend forecasting
Visual merchandise
illuminative industrialism
Low-tech- poor economic climate = return to ‘crafts’
customized conceptions
Integrity- enhanced customer experience -– creative control
discernibly kitsch
Attention grabbing // escape from modern pressures – // irony and satire
Print and graphics
a stamp of superiority
Authenticity/heritage // handcrafted look // less corporate
Signage confines
Artistic/conceptual space // 3d // encourages direction of travel
Playful personalisation
Value beyond purpose // memorable // lightens mood
Creative direction
The Nordic warrior
Craft and eco aware // rural/urban crossover // modernist Scandinavian appeal
atomic man vs. astronomic outdoors
Expansiveness of nature // environmental responsibility // the great outdoors
CONSUMER configuration
Brand as personality/experience // understanding the consumer
menswear
Neoteric neon
Rave nostalgia // desire for individuality
A painters palette
Anti-fashion, rebellious // contrived spontaneityreference to art
Bodacious berry
Luxurious tradition // dark sophistication
Ted baker menswear brand integration
Quality
Luxury
Loyalty
Passion Sophistication Endurance
sharp
Heritage
Mischief
Tailoring
Gentleman
Contemporary
Honesty
Brand values
smart
Brand research
Consumer portrait
Visual merchandise- in store making
- low-tech/personalised elements in store - In store making = quality, integrity, craft - tailor to customise/alter suits - Consumer experience- allows for individuality and control
Advertising- consumer portrait
- “we don’t have a specific target market”- ted baker menswear manager - Current look book; generic, not reflective of their supposed consumer base
Advertising -Consumer portrait - Currently view print advertising as ‘dishonest’ - Envisaged using consumer portrait in A/W 13 look book - Gives more personal feel - Enhances lifestyle/personality of brand
Clothing
Range
Footwear
Range
“Trend forecasting: distribute the future”