Gymshark - Trends & Forecasting

SARAH MAK

SPRING/SUMMER 2021 TREND FORECAST PACKAGE

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CONTENTS THE LIFESTYLE SHIFT ............................................................................................................................................................ 4.

TARGET CONSUMER ............................................................................................................................................................. 6.

CUSTOMER PROFILE ............................................................................................................................................................. 8.

DAY IN THE LIFE OF CONSUMER ........................................................................................................................................ 10.

‘EARLY ADOPTERS’ ................................................................................................................................................................. 12.

GYMSHARK’S OPPORTUNITY ............................................................................................................................................ 14.

BRAND PROFILE ...................................................................................................................................................................... 16.

TREND CONCEPT .....................................................................................................................................................................18.

MOOD & COLOUR .................................................................................................................................................................... 20.

COLOUR PALETTE .................................................................................................................................................................... 26.

MATERIALS ............................................................................................................................................................................... 28.

YARN & FABRIC SWATCHES ............................................................................................................................................... 30.

RANGE PLAN ............................................................................................................................................................................. 32.

MARKET OPPORTUNITY ....................................................................................................................................................... 54.

REFERENCES.............................................................................................................................................................................. 56.

FIGURE REFERENCES ............................................................................................................................................................. 58.

APPENDIX .................................................................................................................................................................................. 62.

Word Count: 2350

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THE LIFESTYLE SHIFT PERSONALISATION The macro-trend and lifestyle shift of “personalisation” has been driven by advancing technology and communications alongside evolving consumer behaviours and attitudes, particularly in the millennial generation, who contribute to demand for tailored content and products to the individual’s quick-paced lives (Deloitte, 2015). This increasing demand for personalised marketing content and products is a key influence on business operations, particularly in the fashion industry’s highly competitive and volatile market.

Accessible and progressive technology is impacting the way consumers live their lives and has transformed how individuals and businesses communicate with each other, for example through social platforms such as Instagram, Snapchat and TikTok; allowing for constant interaction in a “hyperconnected era” (World Economic Forum, 2016). As a result, the digital market space has

transformed and therefore businesses crucially need to adapt their marketing strategy in order to effectively communicate with the demanding consumer.

Social media is a key communication pathway as targeted marketing can increase sales and create brand loyalty resulting in higher profitability for brands due to the simple fact that consumers want more ‘relevancy’; proving personalised marketing to be of great importance in any sector (Gilliland, 2018). Deloitte (2015) also suggests that offering custom services and products can improve consumer traffic and lower costs, increasing efficiency; an opportunity posed to fashion brands to remain competitive within the market and communicate a ‘niche’ product or service.

Therefore, it is important to note as consumers are increasingly integrating digital technology, social media and specific targeted marketing to influence their lives and buying behaviours.

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TARGET CONSUMER Gymshark’s Target Market The target market is typically aged 16-30, in sixth-form, university or graduate jobs.

These individuals seek high-quality, stylish yet functional activewear as their typically busy and yet well-balanced lifestyle demands styles that can be worn inside the gym and in their everyday lives. Furthermore, the consumer retains a social lifestyle both physically and digitally, staying connected through their smartphone and sharing regular social media content through platforms such as Instagram. They also purchase other sportswear brands such as Nike, Aybl and Tala promoted by the influencers they follow. Generally, other interests may include sporting activities such as, yoga and running, wellbeing such as skincare and outing important on their aesthetic whilst balancing this with a robust social life.

The Digital Natives The demand for personalisation in the fashion industry is most significant within the millennial and generation-Z consumers, in particular the “digital natives” within these demographics as research found that 50% are more willing to share their personal information than the wider population (Deloitte, 2019) (Appendix B). This consumer-group are Gymshark’s target market and belong to the “innovators” and “early adopters” of this trend as they were raised in a “media-saturated” world, and therefore seek to utilise media, technology and rapid information exchange; giving them considerable purchasing power (Moran, 2016). Furthermore, millennials have a desire to feel special through self-promotion, whilst gen-Z possess a desire for self-awareness; both creating a demand for specified digital content (Moran, 2016).

Active Tribes

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The sense of individuality these consumer groups obtain will drive a new range of fitness goals as the “active tribes” become increasingly varied. The target consumers belong to both the “Stats Stars” and the “Virtual Fitness Squad” of these tribes, sharing and following fitness influencer’s content, motivating to beat personal bests and track their progress (Harman, 2019).

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CONSUMER PROFILE Name : Jessica Age : 22 Annual Income : Irregular Income from Student Loan + Part time work income Location & Housing : Outer City Terraced student house Occuptaion : Full-time 3rd year student studying Law at University of Liverpool Motivations : Aspires to do well in her studies, motivated by healthy well-balanced living inlcuding going on nights out with friends Buying Behaviour : Purchases about 75% of clothing online and 25% of clothing in-store. Has purchased ASOS free next day delivery so orders larger hauls of clothing once a month. Tends to buy clothing in larger quantities online than she would in-store. In-store pieces bought from one shopping spree would be around 3 items in total.

Brands they wear : Urban Outfitters, Topshop, ASOS, Nike, Adidas, Pretty Little Thing, Oh Polly, Levis, Calvin Klein, North Face Brands they aspire to have : Gucci, Louis Vuitton, Palm Angels, Balenciaga, Acne Studios, Off-white, Moncler Fashion wants and needs : On-trend but long-lasting pieces. Likes to dress fashionably most days but will wear full gym-clothing other days. She is a consumer of fast-fashion but is also willing to pay higher prices for premium branded clothing/shoes etc.

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AADay TheLife Life Day In In The 8:30am wake up, check phone get up at 9:00am

Shower & get ready by 9:45am

10:30 have a healthy breakfast

Watches TV with housemates, goes to bed at 11:00 watched Netflix/goes on phone before sleep

Walk to Uni/Library at 11:00 am

8:00pm back from gym, showers and makes dinner & meal prep for the next day

Studies in library for 2-3hrs with people from the same course

Walks into town at 2:15pm to meet her housemate for lunch – posts a photo on Instagram

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Goes home to study then goes to gym 6:00pm

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BRAND PROFILE

BRAND ONION

Gymshark & The ‘Early Adopters’

Use multiple touch-points to their audience

Mixed-media promotional techniques e.g. youtube, Instagram

Innovative

Gymshark’s target consumers are the early adopters of this digital trend and therefore, demand sportswear brands to cater to their individual lifestyle and fitness needs. This shift towards “creating, rather than selling” within the business model has been adopted by Gymshark’s promotional activities; targeting the consumer seeking specialised content to suit their interests by promoting a lifestyle, and not just a product (Mason et al., 2015).

Therefore, Gymshark is in a position to invest further into this lifestyle shift as it manifests with their target consumer with ranging needs and lifestyles, and to promote their progressive and aspirational brand image.

Modern

Inspiring

Brand Values

performance-centred

Progressive and future-concious

Brand Essence

The younger millennial target market, according to Ordun’s study (2015, p.43) don’t want to be “sold” to, “they want to be seen, known and respected”, demanding an authentic relationship between themselves and the brand. As a result, Gymshark possesses an opportunity to enhance personalisation in products they offer to this market cohort, catering to the ranging functional needs such as yoga or running to benefit the brand; ensuring ‘accessibility’ and ‘performance’ remain central the brand identity.

active

A Visionary brand

Accessible & affordable

excellent quality

Ambitious & Aspirational

respectful to everyone

young & cool

simple & stylish family and community oreintated

Trend-setter

Brand Personality young

light-hearted

Actions & Behaviours high social media presence

“meet ups” and “expos” events for consumers to meet brand ambassadors Figure 6

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Inclusive of their audience - share fitness success stories Influencers and brand ambassadors promote the brand online

Posner, 2015

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OPPORTUNITY

Although personalisation is not directly offered in products by allowing the customer to choose the fabric or pattern seen in competitors such as NikeID, the service is offered through their ranging product portfolio designed for different functions and the colours they’re available in. Therefore, as the brand personality is modern, inspiring and trendsetting, the direction for Gymshark could be to focus on ensuring the consumer-purchase journey is made more efficient by segmenting their products by style, colour and activity.

This is currently being utilised by Gymshark (figure), however, could be improved and expanded as this tailored service targeted to their consumer can enhance the shopping experience by becoming increasingly dynamic within the competitive market.

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BRAND PERCEPTUAL MAP Trend Setter

Performance Centered

Style Centered

Trend Follower

SWOT ANALYSIS Strengths •

Established a significant market share against established industry leaders Nike and Adidas (Gilliland, 2019) Turned influencers into brand ambassadors called ‘Gymshark athletes’ creating a natural advocacy and genuine affinity for the clothes (Gilliland, 2019).

Connects with the consumer both online and offline e.g. through pop-up stores and events Recognisable product design, promotes the brand further Good reputation for quality and style

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Opportunities • • •

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Develop more inclusive and adaptable products to reach a wider consumer base Growing demand for sustainable and alternative products could be utilized to project their progressive identity Consumers are purchasing more online now than ever before as a result of the coronavirus pandemic (LSN, 2020).

Weakness • • •

Exclusively an online retailer with sales channel only through their website Online Market is becoming increasingly saturated with brand such as Aybl and Tala offering similar products Not a seemingly “inclusive” brand for ranging body sizes, may seem intimidating

Threats • • • •

New competitors with a similar product portfolio and positioning strategy entering the market such as Tala and Aybl Could be put under pressure for not adapting sustainable materials Bad online press surrounding quality of their product e.g. YouTube reviews.

Large competitors in the market account for 40% market share – exerting dominance over the industry (Ibis World, 2019).

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“POWERED UP TRANQUILITY”

TREND CONCEPT & GYMSHARK

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The trend concept, “Powered up Tranquillity”, reflects the shift towards “improved wellbeing, relaxation and comfort”; enhanced through an energetic empowerment of self-improvement within an active lifestyle (Textile View, 2019). The concept is suitable for Gymshark as it intends to empower the consumer through innovative fabrics which drive a demand for technical precision through a luxurious aesthetic; enhancing the performance and visionary outlook of the brand (Fenton, 2019).

The concept reflects the digital and natural world as the consumer spends more time online, demanding personalisation within these contrasting themes.

Functional and technical precision is essential within the concept, alongside a dynamic aesthetic that reflects a performance supporting product and the wellbeing of the consumer (Mintel, 2019).

Furthermore, a “holistic takeover” regarding overall physical and mental wellness will be enhanced as a result of the coronavirus pandemic; reflecting the need for well-performing products, adaptable to the consumers personal preference (Harman, 2020).

The concept portrays a contrast between a techaesthetic and the earths materials, reflecting the macro-trend of digitalisation and encouraging to ‘slow down’ from this digital space to activate a physical ‘power play’ theme (Fenton, 2019). A sense of tranquillity from the digital space is created whilst acknowledging the benefits that come from this such as fitness apps; taking inspiration from the outdoors and natural dyes whilst utilising innovations in technical fabrics (Kostiak, 2019).

Gymshark is able to differentiate its brand through this concept in order to be a trend-setter within the market, contrasting survivalist and neo-tech SS21 themes (Fenton, 2019). As the brand is dedicated to creating “game-changing workout clothing”, the concept is suitable for Gymshark to encompass in order to emphasise technical ‘powered up’ precision in its design whilst grounding the digital word through a dynamic tranquil colour theme (Gymshark, 2020).

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CORE COLOUR SOFT EARTH TONES

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MOOD & COLOUR The trend concept will be ignited through its colour combination of both soft and saturated earth-inspired tones; emulating both the physical and digital world. As distinctions between virtual and real become ever more fluid, the emerging digital space also becomes an antidote for escapism and self-expression influencing cross-industry design (Fenton, 2019). Therefore, a demand for artificial colours and exaggerated forms is created whilst “new classics” are established through a grounding soft-tone palette (Fenton, 2019). A sense of tranquillity will be created within the core soft-earth tones contrasting the dynamic digital world the consumer is immersed in, whilst an ‘energetic’ element is illustrated in the artificial and exaggerated colours; portraying Gymshark to have a sense of longevity as well as progressiveness. Utilising soft and saturated earth tones will enhance Gymshark’s dynamic image, offering something for everyone within the diverse target market.

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SATURATED NATURALS SPRING/SUMMER 21

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Vital Green Oxy Fire Figure 10

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Intense Rust

Pink Lift Figure 12

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Purple Nitro

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ENHANCED NATURALS SPRING/SUMMER 21 Figure 27

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Silvered Green

Full Indigo

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Silvered Grey Gallnut Figure 30

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WEIGHTED COLOUR PALETTE

The core colours of silvered grey and gallnut possess a washed, soft quality throughout the range providing a sense of tranquillity in the digital age, whilst the accent colours carry an unnatural intensity to lift the collection to be dynamic yet classic (Kositak, 2019). These neutral tones will have more relevance for a trend-driven product, allowing Gymshark to remain on-trend and progressive whilst exuding longevity within their activewear collection (Kostiak, 2019). Enhanced natural shades such as “Silvered Green” and ‘Full Indigo’ will offer a premium quality to Gymshark’s product, positioning the brand to be high-quality at an accessible price.

Saturated naturals ‘Pink Lift’ and ‘Vital Green’ are essential for the collection to intensify an energetic feel as these artificial hues are designed to be pop on-screen as well as in real life; embracing the consumers digital lifestyle shift (Kostiak, 2019). Deep green has already gained traction within the 2019 market and is set to infiltrate into mass-market for SS21 so, incorporating ‘vital green’ and ‘pink lift’ into the collection will add newness to attract to existing and new customers of the target market.

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POLYESTER •

High strength and durability

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Good crease recovery and high resilience

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Good resistance to perspiration

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Low absorbance – dries quickly

NYLON •

One of the lightest yet strongest fibres

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High abrasion resistance

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High elasticity

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Low absorbance – dries quickly

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Excellent resilience, crease recovery and .draping quality

Elastane •

Highly flexible and resilient

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Good draping quality

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Very low absorbency

Table 1. Material properties, This Study, 2020.

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SS21 Range Materials During 2021 technical themes will remain influential as there is a shift towards adaptable designs and lightweight materials that emulate wellbeing of the planet and the consumer (Palmer & Skliarova, 2019); therefore, the chosen materials will prioritise functionality and reflect the enhanced earth-inspired palette. The comfort and support aspect to the target market’s active tribes is essential to the collection in order to have a multifunctional product suitable for everyday life. This is of high importance particularly versatile products are demanded due to the predicted long-lasting lifestyle impacts of the coronavirus pandemic (Hall et al., 2020). To enhance the brand identity emphasising style and performance, the fabric ‘stretch’ element from elastane will be fundamental to the range addressing individual consumer’s personal comfort, flexibility and style needs (Palmer, 2020).

Nylon and polyester are heavily used by the brand like many sportswear brands as they’re desirable due to their availability and properties (table 1). Therefore, these fibres will be used for the SS21 collection with a high elastane content to ensure maximum thermophysiological and mobility comfort, resulting in high-quality product that is multipurposeful. The synthetic fibres are also good for wicking which increases the ability of moisture to pass through a fabric to allow the body to keep cool and perspire whilst exercising (Clarke-Wilderman, 2018).

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Fabric Swatches

Yarns A knit structure, adopted by the brand in their current and previous collections provides good fit, high comfort and breathability; beneficial to Gymshark’s product to enhance functionality (Ramratan, 2020). This will therefore be utilised to stay true to one of the brand’s most recognised seamless aesthetics, promoting the brand image of being highly adaptable to different body shapes and sizes. Knitted yarns offer more personalised fits and will look to focus on zero-waste in 2020 (Harman, 2019). Therefore, inclusion of recycled yarns will aim to promote the brand as progressive and eco-friendly to attract an aspiring conscious consumer; envisioning wellbeing for the planet and the user. As the current seamless collection fabric is made up of polyester, nylon and elastane the SS21 collection will include a variation of eco-nylon and recycled polyester. Econyl by Aquafil offers the same performance as normal nylon but with great environmental benefit as it comes from regenerated waste and is 100% regenerable (Aquafil, 2020).

Innovative Fibres To enhance consumer well-being and performance, nylon and spandex mix micro-fibres (figure 34) such as Aquafil’s “Dryarn” will be introduced to the brand to increase the mobility and comfort of sports bras as this is a more premium fabric with soft, comfortable and supporting qualities (Aquafil, 2020). Matte-dri jersey will be used to add sophistication as well as an alternative performance material to the range (Harman, 2019). The fabric includes wicking to maintain a smooth, sweat-free look that is both sporty and smart to enhance Gymshark’s on-trend image.

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Figure 33 92% Biodegradable Polyester 8% Spandex Knit fabric

Figure 34 Meryl Microfibre Nylon

suitable for sports bras

Figure 35 Polyester Nylon Blend Lycra Wicking Melange Fabric

Figure 36 Recycled Nylon SIngly Jersey Wicking

Figure 37. Anti UV quick drying fabric

Figure 38. AIrtech Mesh

100% Polyester interlock mesh fabric UV vute environmentally friendly and saves energy Effective moisture regain and quick dry

100% Polyester Good Comfort and Stretch Allows air to circulate for good ventilation

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SS21 RANGE PLAN

KEY SILHOUETTES Gymshark’s current product portfolio offers a refined range of activewear and athleisure; centring product development to be “fearlessly progressive and consistently futureconscious” (Gymshark, 2020). Gymshark differentiate their brand by offering a niche product, alternative to industry leaders such as Nike and Adidas, putting both style and performance at the forefront. Previous collections offer simplistic styles which are enhanced through colour, pattern and accent designs such as mesh cut outs. The brand also holds high recognition to their seamless collections and matching sets for tops, bras and leggings which will be continued in this range to represent Gymshark. Outerwear has recently been introduced into the collection and has opportunity to grow this alongside their leisure products such as tracksuit bottoms and hoodies. The key silhouettes offered will enhance Gymshark’s core products into 2021 staying true to their identity offering support excelling into the future to address their on-trend target consumer. This will be done through innovative fabric knits, adjustable leggings and sports bras with summer crop tops, shorts and lightweight sleeveless hoodie; offering products adaptable to the individual consumer.

(WGSN, 2020)

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(WGSN, 2020)

COMPRESSION KNIT LEGGING Figure 42

Features: Seamless knit construction Materials: 40% Reycled polyester 40% Nylon 15% Elastane 15% Airtech mesh Brand Adoption: The seamless construction ensures maximum support and comfort with an aesthetic interest. Adopted for the brands seamless collection with updated digital grey and softearth silvered green aesthteic.

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MESH MOTION BASE LAYER Features: 1. bodycon fit 2. Engineered support Materials: 40% Reycled polyester 40% Nylon 15% Elastane 15% Airtech mesh Brand Adoption: Body-mapped perefection to emulate performance and seamless hugging tops Gymshark’s previous collections exhibit.

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(WGSN, 2020)

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(WGSN, 2020)

COMPRESSION KNIT BRA

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Features: Seamless contruction High-cut neckline Materials: 40% Reycled polyester 40% Eco-Nylon 20% Elastane Brand Adoption: Co-ords with compression knit leggings for the virtual fitness squad to post.

Technical precision to enhance performance and support for maximum comfort.

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(WGSN, 2020)

LASER CUT CROPPED TEE Figure 50

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Features: Light-weight tee with streamline fit Materials: 50% Reycled polyester 20% Nylon 20% Elastane 10% AirTech Mesh Brand Adoption: Targeted breathability in the air-tech mesh material to optimise athletic ability and comfort. (Fenton, 2020). Coord with kniteed cycling shorts and leggings.

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(WGSN, 2020)

SLEEVELESS HOODIE

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Features: Knitted material with coloured seam enhancements Materials: 70% Cotton 30% Recyled Polyester Brand Adoption: The knitted material offers targeted compression - ideal for movement and comfort.

A new classic is created by taking inspiration from the 1990s cycling short, fit for leisure and performance (Harman, 2019b).

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KNITTED CYCLING SHORT Features: Knitted material with coloured seam enhancements Materials: 20% Reycled polyester 50% Eco Nylon 20% Elastane 10% AirTech Mesh Brand Adoption: The knitted material offers targeted compression - ideal for movement and comfort.

A new classic is created by taking inspiration from the 1990s cycling short, fit for leisure and performance (Harman, 2019).

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(WGSN, 2020)

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ADJUSTABLE SUPPORT BRA Features: 1. Soft edge finish 2. Crossover & adjustable fastening Materials: 80% Biodegradable Polyester 20% Elastane Brand Adoption: The adaptable bra caters for comfort and personalised fits for support and performance which is desired by the target consumer (Harman, 2019). It has mulitple end uses as the body naturally changes overtime.

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Brand gymshark logo placed on the elastic band.

(WGSN, 2020)

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(WGSN, 2020)

ADJUSTABLE TECHNICAL LEGGING Features: Adjustable for a personalised fit. “Cut and sew” consttuction.

Materials: 20% Reycled polyester 50% Micro Fibre Nylon 20% Elastane Brand Adoption: Offered in black for a staple legging demanded by the hyper-personalisation trend. Also in the collections colour palette for both digital and natural aesthetics.

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ALL DAY ACTIVE SHELL-SHORT Features: Lightweight retro classic streetstyle short

(WGSN, 2020)

Materials: 80% Recycled Nylon 20% Lycra Elastane Brand Adoption: A practical alternative to the cycling short introducing layering for lightweight movement suitbale for high intensity sports such as running.

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Summer Tracksuit Bottoms

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(WGSN, 2020)

Features: Cuffed and Oversized volume, lightweight and breathable.

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Materials: 60% Cotton 40% microfibre nylon Brand Adoption: Suitbale for the target consumers needs to for comfot and all-day active garments. Aligns with current leisurewear collections.

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MARKETING COMMUNICATIONS OPPORTUNITY The communication strategy will target the specific needs of the consumer by responding to the manifesting trend of personalisation within the target market. As Gymshark exclusively sell through their website using no third-party sellers, the suggested communication plan will enhance their independent image by selling through their existing training and conditioning app. This will reach out to the digital fitness market, particularly as the “Stats Stars” and “Virtual Fitness Squad” take to digitally tracking workouts and performance aiding a more personalised path to purchase through mobile phone apps (Harman, 2020). This will therefore allow for an efficient movement through the affective and conative stages of Lavidge and Steiner’s Model (1961, appendix A), leading to increased sales. Selling solely through their own channels signifies authenticity of the brand and exhibits their niche targeted product to be of high quality; a crucial sales channel to reach to target market who are increasing their time online (LSN Global, 2020).

LAZER CUT CROP TEE

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Relating to the trend of personalisation, each product will offer colour options and combinations alongside options of sustainable materials such as recycled nylon which the brand has introduced to SS20. This targets the ranging lifestyles and specific needs and wants within their target market who as consumers demand individualistic and on-trend activewear for both exercising and leisure. The experiential aspect is the increased choice the consumer receives when purchasing from Gymshark; enabling personalisation of colour combinations and sustainable materials.

Furthermore, the use of existing brand ambassadors and influencers will engage directly with the audience through effective social media channels, engaging with their current and potential consumer through the digital platform (LSN Gobal, 2020).

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REFERENCES • • • • • • • • • • • • • • • • • • • • • • •

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Aquafil. 2020. Aquafil Website. [Online]. [Accessed 16th April 2020]. Available from: https://www.aquafil. com/business-divisions/textile-yarn/ Clark-Wilderman, R. 2018. Wicking Fabrics. [Online]. [Accessed 16th April 2020]. Available from https:// www.olorun-sports.com/blogs/news/49166979-wicking-fabric Deloitte. 2015. Made-to-order: The Rise of Mass Personalisation. The Deloitte Consumer Review.

[Online]. [Accessed 1st April 2020]. Available from: https://www2.deloitte.com/ch/en/pages/consumerbusiness/articles/made-to-order-the-rise-of-mass-personalisation.html Eysan. 2020. Eysan Fabrics Website. [Online]. [Accessed 16th April 2020]. Available from: https://www. eysan.com.tw/product/meryl-microfibre-nylon-spandex-warp-knit-fabric/ Fenton 2020. Performance Gains: Active Design Capsule S/S 21. WGSN. [Online]. [Accessed 16th April 2020]. Available from: https://www.wgsn.com/content/board_viewer/#/86611/page/6 Fenton, C. 2019a. Transform: Active Style trend concepts S/S 21. WGSN. [Online]. [Accessed 16th April 2020]. Available from: https://www.wgsn.com/content/board_viewer/#/83905/page/8 Fenton, C. 2019b. Active style Trend Concepts: GameScape. WGSN. [Online]. [Accessed 15th March 2020]. Available from: https://www.wgsn.com/content/board_viewer/#/83902/page/5 Gilliland, N. 2018. 12 stats that prove why personalisation is so important. [Online]. [Accessed 16 November 2019] Available from: https://econsultancy.com/12-stats-that-prove-why-personalisationis-so-important/ Gymshark.2020. Gymshark’s Website. [Online] [Accessed 20th March 2020]. Available from: https:// uk.gymshark.com Hall, L. Muston, F. and Smith, K. 2020. Coronavirus Design Prioritiies. WGSN. [Online]. [Accessed 16th April 2020]. Available from: Harman, 2019b. Active: Key Items Core S/S21. WGSN. [Online]. [Accessed 16th April 2020]. Available from: https://www.wgsn.com/content/board_viewer/#/84208/page/6 Harman, J. 2019a. Active Materials Trend Concepts. WGSN. [Online]. [Accessed 16th April 2020]. Available from: https://www.wgsn.com/content/board_viewer/#/83572/page/1 Harman, J. 2020. Coronavirus: Remote Workout Design Impacts. WGSN. [Online]. [Accessed 7th May 2020]. Available from: https://www.wgsn.com/content/board_viewer/#/86631/page/3 https://www.wgsn.com/content/board_viewer/#/86626/page/6 IBIS World. 2019. IBIS World Website. [Online]. [Accessed 5th May 2020]. Available from: https://www. ibisworld.com Kostiak, Y. 2019. Active Colour Trend Concepts S/S21. WGSN. [Online]. [Accessed 15th March 2020].

Available from: https://www.wgsn.com/content/board_viewer/#/83389/page/5 LSN Global. 2020. LSN Global Reports. [Online]. [Accessed 10th May 2020]. Available from: https://www. lsnglobal.com/macro-trends/article/25449/feedback-frontiers Mason, H. Mattin, D. Luthy, M. and Dumitrescu, D. 2015. Beat accelerating customer expectations with trend-driven innovation. New Jersey: Wiley.

Mintel. 2019. Consumer Trends 2030. [Online]. London: Mintel. [Accessed 29th March 2020]. Available from: https://www.mintel.com/global-consumer-trends Moran, K. 2016. Millennials as Digital Natives: Myths and Realities. [Online]. [Accessed 01 December 2019]. Available from: https://www.nngroup.com/articles/millennials-digital-natives/ Ordun, G. 2015. Millennial (Gen Y) Consumer Behaviour, Their Shopping Preferences and Perceptual maps Associated with Brand Loyalty. Canadian Social Science. 11(4), pp.40-55. ht Textile View. 2019. Textile View SS21. [Online]. [Accessed 20th April 2020]. Available from: https:// textile-view.com World Economic Forum. 2016. Digital Media and Society: Implications in a Hyperconnected Era. [Online].

[Accessed 20 November 2019]. Available from: https://www.weforum.org/reports/digital-media-andsociety-implications-in-a-hyperconnected-era

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FIGURE LIST • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 58

Figure 1. Gymshark. 2020. Gymshark’s Vital Collection. [Online]. [Accessed 7th April 2020]. Available from: https:// uk.gymshark.com Figure 2. Sam Robinson. 2019. Sam Robinson Website. [Online]. [Accessed 28th February 2020]. Available from: https://samrobinson.com Figure 3. Debois, S. 2019. Spotify. [Online]. [Accessed 7th April 2020]. Available from: https://mention.com/en/blog/ personalization-social-media-marketing/ Figure 4. Norwood Themes. 2019. IPad connection. [Online]. [Accessed 7th April 2020]. Available from: https://unsplash. com/photos/yyMJNPgQ-X8 Figure 5. Modine, J.O. 2020. Joanna Oline Modine Instagram. [Online]. [Accessed 7th April 2020]. Available from: https:// www.instagram.com/johannaolinemodin/ Figure 6. Swervere Presents. 2020. Alexander Rhind. [Online]. [Accessed 7th April 2020]. Available from: https:// swerverepresents.com/alexander-rhind-gymshark/ Figure 7. This Study. 2020. Gymshark Web Advertisement.

Figure 8. This Study. 2020. Gymshark Web Advertisement.

Figure 9. Gymshark. 2020. Gymshark Website. [Online]. [Accessed 7th April 2020]. Available from: https://uk.gymshark.com Figure 10. Gymshark. 2020. Gymshark Website. [Online]. [Accessed 7th April 2020]. Available from: https://uk.gymshark.com Figure 11. Gymshark. 2020. Gymshark Blog. [Online]. [Accessed 7th April 2020]. Available from: https://www.gymshark.com/ blogs/news Figure 12. Gymshark. 2020. Gymshark Blog. [Online]. [Accessed 7th April 2020]. Available from: https://www.gymshark.com/ blogs/news Figure 13. Nike. 2020. NikeID. [Online]. [Accessed 7th April 2020]. Available from: https://www.nike.com/gb/en_gb/c/nikeid. html Figure 14. Nike. 2020. NikeID. [Online]. [Accessed 7th April 2020]. Available from: https://www.nike.com/gb/en_gb/c/nikeid. html Figure 15. Nike. 2020. NikeID Lifestyle. [Online]. [Accessed 7th April 2020]. Available from: https://www.nike.com/gb/en_ gb/c/nikeid.html Figure 16. Al Mefer. 2018. Future Desertscape. [Online]. [Accessed 7th April 2020]. Available from: https://www.instagram. com/p/BiTnKZolbcQ/ Figure 17. Varley. 2019. Varley Activewear. [Online]. [Accessed 7th April 2020]. Available from: http://www.varley.com Figure 18. Edward. 2018. Industrial Photography Work Lamp. [Online]. [Accessed 7th April 2020]. Available from: https:// www.vinterior.co/lighting/floor-lamps/industrial-photography-work-lamp-flood-day-light-professionally-rewired Figure 19. Kora. 2020. Kora Fitness. [Online]. [Accessed 7th April 2020]. Available from: https://actawear.com Figure 20. Keever, K. 2018. Abstract. [Online]. [Accessed 7th April 2020]. Available from: https://kimkeever.com/page/9/ Figure 21. Ragane, L. 2015. Earth. [Online]. [Accessed 7th April 2020]. Available from: violetcats.tumblr.com Figure 22. ACTA. 2020. ACTA Wear. [Online]. [Accessed 7th April 2020]. Available from: https://actawear.com/pages/shopour-instagram Figure 23. Nike. 2019. Nike Outerwear. [Online]. [Accessed 7th April 2020]. Available from: https://goodhoodstore.com/ womens Figure 24. Doherty, E. 2018. Gymshark pop-up store. [Online]. [Accessed 24th February 2020]. Available from: https:// twitter.com/evndoherty/status/1020606240718819333 Figure 25. Ghaffarian, B. 2019. Aloe Vera. [Online]. [Accessed 7th April 2020]. Available from: https://unsplash.com/photos/ qZ5U3o7ZOss Figure 26. Kith. 2019. Kith Clothing Website. [Online]. [Accessed 28th February 2020]. Available from: http://kith.com Figure 27. Ding, Y. 2018. Cliff Water. [Online]. [Accessed 15th April 2020]. Available from: https://unsplash.com/photos/ yOWUAKYk46Y Figure 28. Shwarz, C. 2019. Zurich, Switzerland. [Online]. [Accessed 15th April 2020]. Available from: https://unsplash.com/ photos/ZAlyOtEqjY0 Figure 29. Ragane, L. 2015. Earth. [Online]. [Accessed 7th April 2020]. Available from: violetcats.tumblr.com Figure 30. Dalle, L. 2019. Architecture. [Online]. [Accessed 15th April 2020]. Available from: https://unsplash.com/photos/ yOWUAKYk46Y Figure 31. Gymshark. 2020. Gymshark’s Vital Collection. [Online]. [Accessed 7th April 2020]. Available from: https:// uk.gymshark.com Figure 32. Gymshark. 2020. Gymshark’s Vital Collection. [Online]. [Accessed 7th April 2020]. Available from: https:// uk.gymshark.com Figure 33. Eysan. 2020. Biodegradable Polyester. [Online]. [Accessed 7th April 2020]. Available from: https://www.eysan. com.tw/top-5-sportswear-fabric-trends-for-ss2021/ Figure 34. Eysan. 2020. Merly microfibre Nylon [Online]. [Accessed 7th April 2020]. Available from: https://www.eysan.com. tw/top-5-sportswear-fabric-trends-for-ss2021/ Figure 35. Eysan. 2020. Recycled Nylon Blend. [Online]. [Accessed 7th April 2020]. Available from: https://www.eysan.com. tw/top-5-sportswear-fabric-trends-for-ss2021/ Figure 36. Eysan. 2020. Recycled nylon Jersey. [Online]. [Accessed 7th April 2020]. Available from: https://www.eysan.com.

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tw/top-5-sportswear-fabric-trends-for-ss2021/ Figure 37. Eysan. 2020. Anti-UV quick drying fabric. [Online]. [Accessed 7th April 2020]. Available from: https://www.eysan. com.tw/top-5-sportswear-fabric-trends-for-ss2021/ Figure 38. Fabric UK. 2020. Airtech Mesh. [Online]. [Accessed 7th April 2020]. Available from: https://www.fabricuk.com/ fabrics/395-airtex-mesh-fabric.html Figure 40. WGSN. 2020. WGSN Silhouettes. [Online]. [Accessed 9th May 2020]. Available from: https://www.wgsn.com Figure 41. Nike. 2020. Nike Seamless. [Online]. [Accessed 9th May 2020]. Available from: https://www.nike.com/gb/ Figure 42. Nux. 2019. Nux Activewear. [Online]. [Accessed 9th May 2020]. Available from: http://nuxactive.com Figure 43. Farfetch. 2020. Off-White Tee. [Online]. [Accessed 24th April 2020]. Available from: https://www.farfetch.com Figure 44. Farfetch. 2020. Ambush Tee. [Online]. [Accessed 24th April 2020]. Available from: https://www.farfetch.com Figure 45. Farfetch. 2020. Ambush Tee. [Online]. [Accessed 24th April 2020]. Available from: https://www.farfetch.com Figure 46. Lucas Hugh. 2019. Lucas Hugh Apparel. [Online]. [Accessed 9th May 2020]. Available from: https://www. lucashugh.com/?_fsi=QHEhTVGO Figure 47. Lucas Hugh. 2019. Lucas Hugh Apparel. [Online]. [Accessed 9th May 2020]. Available from: https://www. lucashugh.com/?_fsi=QHEhTVGO Figure 48. Fila. 2020. Fila Dress. [Online]. [Accessed 24th April 2020]. Available from: https://www.fila.com Figure 49. Warp Knit Seamless. 2020. @Wks_cirfa_active Instagram. [Online]. [Accessed 7th April 2020]. Available from: https://www.instagram.com/wks_cifra_active/ Figure 50. Craft Sportswear. 2020. Craft sportswear leggings. Online]. [Accessed 24th April 2020]. Available from: https:// craftsportswear.co.uk Figure 51. PE Nation. 2019. PE Nation Hoodie. [Online]. [Accessed 7th April 2020]. Available from: http://pe-nation.com Figure 52. Bandierfit. 2019. Bandier fit Instagram. [Online]. [Accessed 7th April 2020]. Available from: https://www.instagram. com/bandierfit/?_fsi=QHEhTVGO Figure 53. Oysho. 2019. Oysho cycling shorts. [Online]. [Accessed 24th April 2020]. Available from: https://www.oysho.com/ gb/ Figure 54. Oysho. 2019. Oysho cycling shorts. [Online]. [Accessed 24th April 2020]. Available from: https://www.oysho.com/ gb/ Figure 55. Boohoo. 2020. Boohoo Sports Bra. [Online]. [Accessed 24th April 2020]. Available from: https://fi.boohoo.com/ fit-contrast-cross-back-sports-bra/DZZ36889.html Figure 56. Michi. 2019. Michi New York. [Online]. [Accessed 24th April 2020]. Available from: http://www.michiny.com Figure 57. Lululemon. 2020. Lululemon Website. [Online]. [Accessed 24th April 2020]. Available from: http://lululemon.com Figure 58. Charlie Cohen. 2019. Charlie Cohen Website. [Online]. [Accessed 24th April 2020]. Available from: https://charlicohen.com Figure 59. Nike. 2020. Nike Shell Short. [Online]. [Accessed 10th May 2020]. Available from: https://www.nike.com/gb/ Figure 60. PE Nation. 2020. PE Nation Shell short. [Online]. [Accessed 10th May 2020. Available from: http://pe-nation.com Figure 61. Zoe Jordan. 2019. Zoe Jordan Joggers. [Online]. [Accessed 10th May 2020]. Available from: http://www.zoejordan.com Figure 62. Urban Outfitters. 2020. Iets Frans Joggers. [Online]. [Accessed 10th May 2020]. Available from: https://www. urbanoutfitters.com Figure 63. JD Sports. 2020. Ellesse Track Pants. [Online]. [Accessed 10th May 2020]. Available from: https://www.jdsports. co.uk Figure 64. This Study. 2020. Gymshark Website.

Figure 66. Gymshark. 2020. Gymshark Conditioning app. [Online]. [Accessed 12th May 2020. Available from: https://www. gymshark.com

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Moodboard 1: Consumer • Figure 1. Pretty Little Thing. 2020. Pretty Little Thing Website. [Online]. [Accessed 2nd March 2020]. Available from: https:// www.prettylittlething.com • Figure 2. Muleba, H. 2019. Girl in Portugal. [Online]. [Accessed 2nd March 2020]. Available from: https://unsplash.com/ photos/EfmcGXYlVKo • Figure 3. Sikkema, K. 2019. Cocktail Cheers. [Online]. [Accessed 2nd March 2020]. Available from: https://unsplash.com/ photos/AgJdd_HgFPw/info • Figure 4. MacMillan, N. 2017. Bali, Indonesia Sunset. [Online]. [Accessed 2nd March 2020]. Available from: https://unsplash. com/photos/rvH5oPPUvbk • Figure 5. Meyer, M. 2018. Laptop studying. [Online]. [Accessed 2nd March 2020]. Available from: https://unsplash.com/ photos/SYTO3xs06fU • Figure 6. Depop. 2020. Tala Joggers. [Online]. [Accessed 2nd March 2020]. Available from: https://www.depop.com/products/ dianaoana-tala-tala-joggers-grey-size/ • Figure 7. Lui, C. 2019. Dancer stretching. [Online]. [Accessed 2nd March 2020]. Available from: https://unsplash.com/photos/ SxR5wZYaOtg/info • Figure 8. Pinterest. 2020. White Airforce. [Online]. [Accessed 2nd March 2020]. Available from: https://www.pinterest.co.uk/ pin/509117932860712388/?lp=true • Figure 9. Women’s Best. 2020. Women’s best protein. [Online]. [Accessed 2nd March 2020]. Available from: https:// uk.womensbest.com • Figure 10. University of Liverpool. 2020. University of Liverpool logo. [Online]. [Accessed 2nd March 2020]. Available from: https://www.liverpool.ac.uk • Figure 11. Urban Outfitters. 2020. Urban Outfitters Model. [Online]. [Accessed 2nd March 2020]. Available from: http:// urbanoutfitters.com/ • Figure 12. Chillys. 2020. Chillys bottle. [Online]. [Accessed 2nd March 2020]. Available from: https://www.chillysbottles.com/ uk • Figure 13. Amazon. 2020. Seraphina Reusable Straws. [Online]. [Accessed 2nd March 2020]. Available from: https://www. amazon.co.uk/Reusable-Silicone-Straws-BPA-Free/dp/B07587BH2Y • Figure 14. ASOS. 2020. ASOS shopping bag. [Online]. [Accessed 2nd March 2020]. Available from: http://asos.com/ • Figure 15.Pinterest. 2020. Avocado Brunch. [Online]. [Accessed 2nd March 2020]. Available from: https://i.pinimg.com/ originals/f6/a5/c5/f6a5c59d0e1493612df4c7d4e009f31e.jpg Moodboard 2: Gymshark • Figure 1. Gymshark. 2020. Gymshark Website. [Online]. [Accessed 2nd March 2020]. Available from: https://www.gymshark. com • Figure 2. Gymshark. 2020. Gymshark Website. [Online]. [Accessed 2nd March 2020]. Available from: https://www.gymshark. com • Figure 3. Gymshark. 2020. Gymshark Website. [Online]. [Accessed 2nd March 2020]. Available from: https://www.gymshark. com • Figure 4. Gymshark. 2020. Gymshark Website. [Online]. [Accessed 2nd March 2020]. Available from: https://www.gymshark. com • Figure 5. Gymshark. 2020. Gymshark Website. [Online]. [Accessed 2nd March 2020]. Available from: https://www.gymshark. com • Figure 6. Gymshark. 2020. Gymshark Website. [Online]. [Accessed 2nd March 2020]. Available from: https://www.gymshark. com • Figure 7. Gymshark. 2020. Gymshark Website. [Online]. [Accessed 2nd March 2020]. Available from: https://www.gymshark. com • Figure 8. Gymshark. 2020. Gymshark Website. [Online]. [Accessed 2nd March 2020]. Available from: https://www.gymshark. com • Figure 9. Gymshark. 2020. Gymshark Website. [Online]. [Accessed 2nd March 2020]. Available from: https://www.gymshark. com • Figure 10. Gymshark. 2020. Gymshark Website. [Online]. [Accessed 2nd March 2020]. Available from: https://www.gymshark. com • Figure 11. Gymshark. 2020. Gymshark Instagram. [Online]. [Accessed 2nd March 2020]. Available from: https://www. instagram.com/gymshark/ • Figure 12. . Gymshark. 2020. Gymshark Instagram. [Online]. [Accessed 2nd March 2020]. Available from: https://www. instagram.com/gymshark/ Moodboard 3: Core Colour • Figure 1. Herprettybravesoul. 2019. Netherlands Sand Dune . [Online]. [Accessed 20th February 2020]. Available from: https://unsplash.com/photos/nZiKLMN09H8 • Figure 2. Miessi, G. 2019. Nike Shoebox. [Online]. [Accessed 20th February 2020]. Available from: https://unsplash.com/ photos/DnQSoKrCUbY • Figure 3. Nike. 2019. Nike x Fear of God. [Online]. [Accessed 20th February 2020]. Available from: https://www.wgsn.com/ content/board_viewer/#/83389/page/13 • Figure 4. Hamcus. 2019. Hamcus Jacket. [Online]. [Accessed 20th February 2020]. Available from: https://www.wgsn.com/ content/board_viewer/#/83389/page/13 60

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Figure 5. Rodriguez, M. 2018. Light and Water. [Online]. [Accessed 20th February 2020]. Available from: https://unsplash. com/photos/2mKYEVGA4jE • Figure 6. [Online]. [Accessed 20th February 2020]. Available from: • Figure 7. Meinczinger, T. 2018. Wood Material. [Online]. [Accessed 20th February 2020]. Available from: https://unsplash. com/photos/Mv8Ba167ma8 • Figure 8. Element 5 Digital. 2018. Living room Interior. [Online]. [Accessed 20th February 2020]. Available from: https:// unsplash.com/photos/2cwqJgtQ3D0 • Figure 9. ASOS. 2020. Asos Lilac Scarf. [Online]. [Accessed 20th February 2020]. Available from: https://www.asos.com/asosdesign/asos-design-fluffy-check-scarf-in-lilac/prd/13100127 • Figure 10. Pinterest. 2020. Blue Fashion Aesthetic. [Online]. [Accessed 20th February 2020]. Available from: https://www. pinterest.co.uk/pin/784822672541068452/?lp=true • Figure 11. Sprat, A.. 2015. Rustic wooden Interior. [Online]. [Accessed 20th February 2020]. Available from: https://unsplash. com/photos/tJ8x4oCQ5jE • Figure 12. Herprettybravesoul. 2019. The Hague, Netherlands. [Online]. [Accessed 20th February 2020]. Available from: https://unsplash.com/photos/LDxIdRvVSXU • Figure 13. Kostiak, Y. 2019. Pantone Colour Swatches SS21. [Online]. [Accessed 20th February 2020]. Available from: https:// www.wgsn.com/content/board_viewer/#/83389/page/13 Moodboard 4: Accent Colour • Figure 1. Kostiak, Y. 2019. Pantone Colour Swatches SS21. [Online]. [Accessed 20th February 2020]. Available from: https:// www.wgsn.com/content/board_viewer/#/83389/page/13 • Figure 2. Triconautes. 2019.. [Online]. [Accessed 20th February 2020]. Available from: https://unsplash.com/ photos/6GwD73GGi5oRed and Green Yarns • Figure 3. Cessati, G. 2017. Pink Flamingo. [Online]. [Accessed 20th February 2020]. Available from: https://unsplash.com/ photos/bvpWQI8Xb0k • Figure 4. Fischer, S. 2019. Orange & Pomegranate. [Online]. [Accessed 20th February 2020]. Available from: https://unsplash. com/photos/2ad8xwvyAC8 • Figure 5 . [Online]. [Accessed 20th February 2020]. Available from: • Figure 6. Gualtieri, S. 2020. Blood Orange cocktail. [Online]. [Accessed 20th February 2020]. Available from: https://unsplash. com/photos/N7jkjKFwzbk • Figure 7. Tools for motivation. 2017. Underpass, Toronto. [Online]. [Accessed 20th February 2020]. Available from: https:// unsplash.com/photos/5a2EONhX27o • Figure 8. Fisenko, D. 2017. Lower Antelope Canyon. [Online]. [Accessed 20th February 2020]. Available from: https:// unsplash.com/photos/HL6gzlxnMjM • Figure 9. Vinck, L. 2017. Red cloud. [Online]. [Accessed 20th February 2020]. Available from: https://unsplash.com/photos/ Hyu76loQLdk • Figure 10. Morin, C. 2018. Cactus Wall. [Online]. [Accessed 20th February 2020]. Available from: https://unsplash.com/ photos/s9wXpPdrceY/info • Figure 11. Barbalis, C. 2017. Pink wall with shutters. [Online]. [Accessed 20th February 2020]. Available from: https://unsplash. com/photos/8oydDuX4AAM/info • Figure 12. Pinterest. 2020. Pastel City. [Online]. [Accessed 20th February 2020]. Available from: https://www.pinterest.co.uk/ cloudlessfox/v-pastel-city/ • Figure 13. Wishwhale. 2017. Seawater. [Online]. [Accessed 20th February 2020]. Available from: https://wishwhale.water. blog/tag/sandsea-aesthetic/ • Figure 14. Haute Cusisin. 2019. Atelier Haute Cuisine. [Online]. [Accessed 20th February 2020]. Available from: https://www. wgsn.com/content/board_viewer/#/83389/page/11\ • Figure 15. Hanselman, Z. 2018. Wet beach sand. [Online]. [Accessed 20th February 2020]. Available from: https://unsplash. com/photos/IqsLxuJDkJM • Figure 16. Lee, Z. 2019. Seaside. [Online]. [Accessed 20th February 2020]. Available from: https://unsplash.com/photos/ TosUGwhXNRE/info

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APPENDIX A: Lavidge and Steiner 1961 model

APPENDIX C: REFLECTIVE LOG End Week 14 Feedback and reflection: Wins, challenges, fails….

Wins: Having an understanding of the project and where to start researching.

Your Actions: What are you going to do next?

How do you respond the issues from the past week?

For next week I will have researched the consumer and the brand which I think suits this consumer best.

Challenges: The challenge at first, before we saw examples, was that the project seemed very similar to the project for fashion promotions which was confusing.

End Week 15 Feedback and reflection: Wins, challenges, fails….

Chosen a brand to research regarding sustainability and personalisation – COS.

Your Actions: What are you going to do next?

How do you respond the issues from the past week?

Next week I will have researched this brand and the consumer in depth.

Challenges: Choosing the brand which applied to the consumer was challenging to find as I also had to find a need for personalisation within this.

APPENDIX B: Deloitte Consumer Research 2015 End week 16 Feedback and reflection: Wins, challenges, fails….

Wins: I changed the brand which I will research to “Gymshark” as I realised the consumer for COS was for an older demographic to the previous consumers researched in the future lifestyle trend – millennials.

The win was that I was able to choose a brand which I’m confident in and applies directly to this target consumer.

Your Actions: What are you going to do next?

How do you respond the issues from the past week?

I was initially unclear if we needed to use our lifestyle trend in the previous semester and apply this o a brand and so I asked about it and cleared it up. This led me to change the brand to Gymshark as this applies more to the millennial/Gen-Z consumer.

Challenges: The challenge was deciding to change the brand and then choosing between doing a streetwear brand “Stussy” or sportswear brand “Gymshark”. However, I decided to choose Gymshark as I can apply personalisation in the products here to fit different sports such as yoga, running or training.

Fails: Choosing a brand which had a weaker correlation to the consumer of the lifestyle trend.

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End week 17 Feedback and reflection: Wins, challenges, fails….

Wins: - Made customer and company mood boards - Began the layout for the report Challenges: - It took time to design the layout - Working Indesign and photoshop always seems to take time when beginning a project as I need to navigate the tools used and usually spend time looking up how to do certain edits or designs on the internet Fails: -

Your Actions: What are you going to do next?

How do you respond the issues from the past week?

Next week: - I will begin to put my presentation together and continue with further research about fabric/yarns/colours which I haven’t yet started.

- I will make the layout and begin to put the individual pieces into one space.

Overall Reflection Feedback and reflection: Wins, challenges, fails….

On reflection of this project I think I have worked well towards the end goal and with time and perseverance the project has come together cohesively.

I found it challenging to combine the materials with the silhouettes to find out which materials would be most suited to which style. However, looking at the brands current offerings, industry innovations and material trend concepts I was able to apply materials to each silhouette.

I also found it quite time consuming to create, edit and colour each silhouette for the range however I enjoyed the process and thought the silhouettes were displayed well in the range plan. Spending more time using the adobe software for example photoshop and InDesign, for this project has made me feel more confident about using them in the future.

I have made each page separate so I will need to put them all into one layout

Overall I enjoyed this project as it has given me insights into how professionals work in the industry.

End week 18 Feedback and reflection: Wins, challenges, fails….

Wins: - I have completed the customer and company mood boards - Began the presentation for next week Challenges: - I found it quite time consuming to begin the mood boards and source good image

End week 19 Feedback and reflection: Wins, challenges, fails….

Presentations Week Wins: - I feel I presented the work well and with some confidence.

Your Actions: What are you going to do next?

How do you respond the issues from the past week?

-

I have started the colours, yarns and fabrics mood boards and will finish them by the beginning of next week I will complete my presentation by the start of next week so I can practice presenting before the day

Your Actions: What are you going to do next?

How do you respond the issues from the past week?

Next Week I am going to further research into materials that the brand will use for SS21.

Challenges: - I found researching for materials and trend concept quite challenging so I will deepen my research on this for next week to suit be more applicable to the brand.

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