Fashion Marketing 2nd year - Trend Forecasting Module

Figure 1

asos marketplace s/s 19

Trend package

produced by Selina Bird

CONTENTS 1 Objective.........................................................................

2-3 Social adaption............................................................

4 An intro to ASOS Marketplace..........................................

5 Brand personality............................................................

6-7 Customer profile...........................................................

8-9 A day in the life of an ASOS Marketplace customer.......

10 Social adaption x ASOS Marketplace.............................

11-13 Trend research: Colour..............................................

14-15 Fabric details............................................................

16-18 Silhouette development...........................................

19 Marketing communications...........................................

20 Reference list................................................................

20-23 Figure list.................................................................

Figure 2

Objective

The objective of this package is to present a clear and exhaustive synopsis of the Spring/Summer 2019 trend. Through research, information has been gathered enabling the prediction for the fashionable colours, moods, yarns, fabrics and silhouettes. This overview will give the buying and merchandising team a clear direction of the season’s must-have patterns, prints and looks – ‘Early insights into changes in behaviours, attitudes and beliefs of consumers and any shifts in culture, economy and technology are key’ (WGSN, 2018).

1

Figure 3

Figure 5

Figure 7

Figure 4

Figure 6

Figure 8

2

2

Figure 9

Figure10

Social adaption The theme of social adoption throughout the trend is rooted from the growth of the conscious consumer.

This long-lasting consumer is more aware than ever before and seeks for a clean conscience while making purchase decisions. There is a noticeable shift towards being ethically and environmentally aware, as nowadays consumers are made increasingly cognisant of the wrongdoings employed by businesses.

An article commenting on the aforementioned topic by Growth Business states that 90% of global consumers are more prone to purchasing from ethically sound brands (2016). This figure emphasises the incessant growth rate of this zeitgeist, with little sign of the popularity slowing.

3

An intro to a s o s m a r k e t p l a c e Figure 11

Figure 12

ASOS Marketplace is a vintage clothing retail platform where people can buy and sell both new and pre-owned garments, assisting in the recycle of clothing. The platform enables unfamiliar businesses and suppliers to successfully market their fashions to a wide market, by exploiting the large customer base ASOS has acquired. It was first established in 2010 and has grown exponentially since to rival e-commerce giants Etsy and eBay. In order to utilise the platform, one must agree to the terms and conditions set-out by the company, such as their unaccountability for anything posted by sellers or buyers alike.

4

4

Figure 13

b r a n d personality ASOS Marketplace reflects a similar brand personality to ASOS, creating an environment like no other, reinventing and improving the trade of vintage second-hand garments. This venue has created an ‘edgy’ platform, promoting and giving opportunity for the recycling and continued celebration of vintage clothing.

They are directly challenging multinational e-commerce spaces, allowing emergent boutiques and vendors to shop under an established and trustworthy brand whilst also creating a name for themselves. The brand personality exudes confidence, nostalgia and applauds a relaxed classic style.

5

Figure 14

6

6

early adopter Demographics: Age: 28 Gender: Female Education: University Graduate Employment: Events planner

Lifestyle: Pre-family Fitness fanatic Mediterranean diet Interest in fashion Environmentally conscious Travel enthusiast

Psychographic: Sociable Tech-savvy Career driven Passionate Ambitious

Behavioural: Frequent shopper Loyal to brands she believes in Compulsive behaviour Addictive personality

trend innovator Demographics: Age: 23 Gender: Female Education: University Graduate Employment: Creative field / fashion designer Generation: Z

Lifestyle: Art lover Gym bunny Studying Yoga / Meditation Podcast listener

Psychographic: On the move Plant-based lifestyle Sociable Environmentalist Tech-savvy

Behavioural: Determined Believes in oneself Risk taker Creative Spiritual Career driven Dopamine addict

7

Figure 15

8

8

daily routine of an

asos marketplacee customer

6:00 Wake up Get ready Make a coffee

8:30 Walk or cycle to work Start working from home

17:00 Exercise class Walk the dog Pre-workout snack

6:45 Stretch routine Morning run Client emails

13:00 Lunch break with co-workers

19.30 Experiment in the kitchen Reply to emails Plan tomorrow

7:45 Shower Breakfast Get ready for work

15:30 Go home Meet up with friends for an activity

22.00 Get ready for bed Herbal tea Meditate

9

Social adaption X ASOS MARKETPLACE

According to WGSN, a recognised leader of fashion forecasting, S/S 19 will be centered around vintage looks. This indicates that styles and cuts will be inspired by the 1980s, 1990s and 2000s, bringing back dressing to empower with a clean contemporary edge - “empowerment comes in different forms for S/S 19, through a return to tailoring as well as to a sassy and confident look” (Maggioni, 2018). The return and reinvention of key

Figure 16

Figure 17

styles and trends from past decades suits the above-mentioned target customer flawlessly. ASOS Marketplace’s audience are vintage and thrifting lovers, always looking out for refreshed throwbacks with added modern twists. The collection will encompass key items from the season but will incorporate the theme of social adoption by creating all items with sustainable fabrics, recyclable detailing and natural dyes.

Figure 18

10

0

trend research

C O L O U R

Figure 19

Figure 20

Figure 22

Figure 21

11

Figure 23

Figure 24

Figure 26

Figure 25

Figure 27

s k y b l u e s Figure 28

Figure 29

12

2

Figure 30

Figure 31

Figure 32

f r u i t y o r a n g e Figure 33

Figure 34

Figure 35

Figure 36

13

Fabric details Organic Cotton

Hemp

Traditional cotton uses an average of 5,000 litres of water per garment produced, 11% of all world pesticides are used on cotton and high areas of land in specific climates are needed for successful growth (Green Fibres, 2018). These staggering figures and statistics have sparked the need for an alternative to make an attempt at replacing conventional cotton. Organic cotton is not yet considered a viable replacement for traditional cotton on a global scale. However, only genetically unmodified seeds are utilised, no herbicides or pesticides are set in place and ethical labour standards are implemented (Moore, 2017).

Hemp is considered a very environmentally friendly crop, originating from the same species as marijuana but doesn’t contain the associated high levels of THC. Due to these associations, in the 1930s the fibre was disregarded (Green choices, 2016).

Recently this fabric has been recognised as being one of the leading ecological materials. Hemp grows in a variety of climates and soils, has a faster growing rate and is naturally resistant to most pesticides (Fox, 2014). Hemp can be mixed with other fabrics such as silk, organic cotton and wool to produce a fabric comparable to linen, fleece and denim (The Hemp Shop, 2018).

Figure 37

Figure 38

Bamboo

Bamboo is the most recently hyped about sustainable fibre, described as being ‘hypo-allergic, absorbent, fast-drying and naturally anti-bacterial’ (Green choices, 2016). As well as having all the aforementioned properties, bamboo grows at a favourable pace, replants itself naturally and can promote repair in eroded soil (Carter, 2008).

Figure 39

14

14

Linen

Recycled Polyester

Linen is also an environmentally friendly fabric, plant-based and produce out of flax. Flax is cultivated and produced for multiple uses, one of them being food. This traditional fibre crop uses far less chemicals and pesticides than other more traditional fibres (Martinko, 2017).

Polyester is one of the most used fabrics in the fashion industry, allowing companies to produce large quantities of products at an affordable price. Unfortunately, this fabric is manmade and not the friendliest to the environment.

Recycled polyester uses PET as a new raw material, an example of recycled items are the classic clear water bottles (Ross, 2015). Utilising items which would customarily be single-use helps reduce landfill and is working towards finding a second purpose for certain types of plastic. With the current plastic epidemic it is important to find a secondary purpose for the growing amount of plastic which is filling out environment.

Figure 40

Figure 41

15

Silhouette development 1) The summer dungaree - Price: £69.99 - Quality: 100% Organic cotton - Detailing: Cream jean style palazzo dungaree. Pop of yellow detailing at the front, comfortable feel and tight fitting.

3) The holiday shirt

- Price: £29.99 -Quality: 70% Hemp, 30% Organic cotton - Detailing: Holiday style shirt with a pastel pattern all over. Tied detailing at the front making the style slightly cropped.

5) The cross top

- Price: £34.99 - Quality: 98% Organic cotton, 2% Elastane - Detailing: Off the shoulder fit, extremely cropped top. Ideal for festival and holiday season. All over print.

2) The festival jean - Price: £84.99 - Quality: 100% Organic cotton - Detailing: Festival inspired decunstructed jeans. Tight fitting and available in multiple jean washes - from an acid to a dark wash.

4) The floral trouser

- Price: £89.99 - Quality: 80% Linen, 20% Organic cotton - Detailing: Loose fitting wide leg linen trousers, floral pattern throughout. Elasticated waist band with draw string available for better fitting.

6) The polka dot jumpsuit - Price: £129.99 - Quality: 40% Organic cotton, 60% Bamboo -Detailing: Fitted polka dot jumpsuit.

Knot detaining at the front with two chest pockets.

16

6

7) The little orange dress - Price: £109.99 - Quality: 100% Recycled Polyester - Detailing: Ruffle mini dress, ‘LOD - little orange dress’, the new LBD - ‘little black dress’. Flowing fit with a fitted waist.

Zip fastening down the back, lace detailing throughout.

9) The festival bustier - Price: £45.99 - Quality: 100% Recycled Polyester - Detailing: Cropped lace top hook and eye closure at the front. Spaghetti straps, moulded padded cups, close-cut fit.

11) The pieced dress - Price: £99.99 - Quality: 100% Organic cotton - Detailing: High neck patchwork dress, flowing sleeves with contrasting patterns. well fitted.

8) The strapless dress - Price: £99.99 - Quality: 100% recycled polyester - Detailing: Strapless lilac dress with star pattern. Bodycon fitting.

10) The cropped knit - Price: £59.99 - Quality: 65% Recycled Polyester, 35% Organic cotton - Detailing: V-cut neckline with lace up draw strings. Cropped lengths, loose fit.

12) The 90s skirt - Price: £59.99 - Quality: 85% Recycled Polyester, 15% Organic cotton - Detailing: High waisted mini skirt - 90s inspired. Zip fastening at the back, slight slit at the front.

Tight fitting

17

13) The faux fur coat

- Price: £199.99 - Quality: 100% Recycled polyesterLining: 100% Recycled polyester - Detailing: So comfortable you won’t want to take it off, regular cut & pressstud fastening. No collar and fully lined.

15) The peppermint trouser - Price: £199.99 - Quality: 60% Recycled polyester, 20% Hemp, 20% Bamboo - Detailing: High-rise waist, soft peppermint colouring. large side pockets.

14) The sheer pleated skirt - Price: £79.99 - Quality: 80% Recycled Polyester, 20% Hemp - Detailing: Pleated skirt, sheer panel to hem.

High-rise waist - flattering to any shape.

16) The peach suit - Price: £149.99 - Quality: 60% Organic cotton, 20% Recycled Polyester, 20% Linen - Detailing: Trousers: Trackpant fitting, elasticated waist band with draw strings, smart & sporty.

The unique S/S19 collection designed for ASOS Marketplace reflects the theme of social adaption by making an attempt at producing the entire collection sustainable. This collection serves as an example to other retail giants, trendy and in-season ranges can be produced sustainably. The collection consists of sixteen unique pieces, varying in price from £29.99 to £199.99. This price variation makes the collection accessible to a wider audience, offering lower priced products such as ‘the holiday shirt’ and higher end products such as ‘the faux fur coat’. The sustainably conscious customer is willing to pay a slightly higher price for ethically produced, long-lasting garments, justifying the pricing strategy.

18

8

Marketing c o m m u n i c at i o n Due to ASOS Marketplace being an online retailer, the marketing communications plan is predominantly revolved around digital and social media marketing.

Snippets of the range will be shown on popular social media channels such as Instagram, Facebook, Twitter and Snapchat. ASOS Marketplace will also utilise space in printed advertising magazines such as Vogue UK, maximising exposure.

Publicity is the most influential part of the collection’s marketing plan. The collection will be sent to social media influencers such as Samantha Maria, Mika Francis and Zoe Sugg. They will showcase the collection in full on their social media channels, showing their followers ways to style and pair the collection.

There will also be pop-up stores announced throughout the UK, giving customers the opportunity to see the ethical fabrics and materials first hand.

social media POP UP STORE LONDON

SUSTAINABLE COLLECTION RELEASING FULL REVIEW AND TRY ON - NEW ASOS MARKETPLACE

reviewing the new ASOS Mar-

19

REFERENCE LIST - Carter, K. 2008. Pandering to the green consumer. [Online]. [Accessed 20 March 2018]. Available from: https://www.theguardian.com/lifeandstyle/2008/aug/13/bamboo.fabric - Growth Business. 2016. e rise of the conscious consumer. [Online]. [Accessed 12 November 2017]. Available from: http:// www.growthbusiness.co.uk/rise-conscious-consumer-2543456/ - Martinko, K. 2017. Which fabrics are most sustainable?. [Online]. [Accessed 20 March 2018]. Available from: https://www.treehugger.com/sustainable-fashion/do-you-know-which-fabrics-are-most-sustainable. html - Moore, E. 2017. Sustainable design. DESN2350 Marketing Creativity & Innovation. 3 November 2017, University of Leeds.

- Ross, C. 2015. What’s the deal with recycled polyester?. [Online]. [Accessed 20 March 2018]. Available from: https://theswatchbook.offsetwarehouse.com/2015/01/29/what-is-recycled-polyester/ - The Hemp Shop. 2018. Why Hemp?. [Online]. [Accessed 20 March 2017]. Available from: https://www. thehempshop.co.uk/fabrics/fabrics/woven.html - WGSN. 2018. What is Mindset?. [Online]. [Accessed 18 January 2018]. Available from: https://www.wgsn. com/en/advisory/

FIGURE LIST Figure 1: Lynch, J. 2017. Instagram That Inspire – Sustainable Intimates. [Online]. [Accessed 1 April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/75519/page/1 Figure 2: Lynch, J. 2017. Instagram That Inspire – Sustainable Intimates. [Online]. [Accessed 1 April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/75519/page/1 Figure 3: Pinterest. 2018. [No title]. [Online]. [Accessed 2 April 2018]. Available from: https://www.pinterest.ch/ pin/568790627932831965/ Figure 4: Lynch, J. 2017. Instagram That Inspire – Sustainable Intimates. [Online]. [Accessed 1 April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/75519/page/1 Figure 5: Lynch, J. 2017. Instagram That Inspire – Sustainable Intimates. [Online]. [Accessed 1 April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/75519/page/1 Figure 6: EDUN. 2018. Discover. Online]. [Accessed 1 April 2018]. Available from: https://edun.com/pages/fall-2018

20

0

Figure 7: Lynch, J. 2017. Instagram That Inspire – Sustainable Intimates. [Online]. [Accessed 1 April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/75519/page/1 Figure 8: Lynch, J. 2017. Instagram That Inspire – Sustainable Intimates. [Online]. [Accessed 1 April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/75519/page/1 Figure 9: Pinterest. 2018. [No title]. [Online]. [Accessed 2 April 2018]. Available from: https://www.pinterest.ch/ pin/41869471520725942/ Figure 10: Pinterest. 2018. [No title]. [Online]. [Accessed 2 April 2018]. Available from: https://www.pinterest.ch/ pin/360076932693270382/ Figure 11: ASOS Marketplace. 2018. This is ASOS Marketplace. [Online]. [Accessed 18 April 2018]. Available from: https://marketplace.asos.com/women/ Figure 12: ASOS Marketplace. 2018. Holiday. [Online]. [Accessed 18 April 2018]. Available from: http://www.asos.com/ women/beach-bound/cat/?cid=6446&nlid=ww|clothing|shop+by+occasion Figure 13: Lynch, J. 2017. Instagram That Inspire – Sustainable Intimates. [Online]. [Accessed 1 April 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/75519/page/1 Figure 14: Pinterest. 2018. [No title]. [Online]. [Accessed 18 January 2018]. Available from: https://www.pinterest.ch/ pin/570972058988959290/ Figure 15: Chroma Yoga. 2018. Blue. [Online]. [Accessed 20 January 2018]. Available from: http://www.chromayoga. co.uk/blue/ Figure 16: Maggioni, S. 2018. Buyers’ Briefing S/S 19: Womenswear Key Items. [Online]. [Accessed 11 February 2018].

Available from: https://www.wgsn.com/content/board_viewer/#/78249/page/7 Figure 17: Maggioni, S. 2018. Buyers’ Briefing S/S 19: Womenswear Print & Pattern. [Online]. [Accessed 18 February 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/78250/page/3 Figure 18: Maggioni, S. 2018. Buyers’ Briefing S/S 19: Womenswear Print & Pattern. [Online]. [Accessed 18 February 2018]. Available from: https://www.wgsn.com/content/board_viewer/#/78250/page/3 Figure 19: Maggioni, S. 2018. Buyers’ Briefing S/S 19: Womenswear Colour. [Online]. [Accessed 11 February 2018].

Available from: https://www.wgsn.com/content/board_viewer/#/78248/page/7 Figure 20: Maggioni, S. 2018. Buyers’ Briefing S/S 19: Womenswear Colour. [Online]. [Accessed 11 February 2018].

21

Available from: https://www.wgsn.com/content/board_viewer/#/78248/page/7 Figure 21: Maggioni, S. 2018. Buyers’ Briefing S/S 19: Womenswear Colour. [Online]. [Accessed 11 February 2018].

Available from: https://www.wgsn.com/content/board_viewer/#/78248/page/7 Figure 22: Maggioni, S. 2018. Buyers’ Briefing S/S 19: Womenswear Colour. [Online]. [Accessed 11 February 2018].

Available from: https://www.wgsn.com/content/board_viewer/#/78248/page/7 Figure 23: Pinterest. 2018. [No title]. [Online]. [Accessed 18 January 2018]. Available from: https://www.pinterest.ch/ pin/241505598752621570/ Figure 24: Pinterest. 2018. [No title]. [Online]. [Accessed 18 January 2018]. Available from: https://www.pinterest.ch/pin/A0A3UwEQAPEFl7Nf6JMG-Ws/ Figure 25: Pinterest. 2018. [No title]. [Online]. [Accessed 18 January 2018]. Available from: https://www.pinterest.ch/pin/53761789284642494/ Figure 26: Pinterest. 2018. [No title]. [Online]. [Accessed 18 January 2018]. Available from: https://www.pinterest.ch/pin/640707484461462977/ Figure 27: Pinterest. 2018. [No title]. [Online]. [Accessed 18 January 2018]. Available from: https://www.pinterest.ch/pin/714031715892993737/ Figure 28: Pinterest. 2018. [No title]. [Online]. [Accessed 18 January 2018]. Available from: https://www.pinterest.ch/ pin/352758583296506327/ Figure 29: Pinterest. 2018. [No title]. [Online]. [Accessed 18 January 2018]. Available from: https://www.pinterest.ch/pin/252272016606551114/ Figure 30: Pinterest. 2018. [No title]. [Online]. [Accessed 18 January 2018]. Available from: https://www.pinterest.ch/pin/375487687677275232/ Figure 31: Pinterest. 2018. [No title]. [Online]. [Accessed 18 January 2018]. Available from: https://www.pinterest.ch/pin/373095150356352851/ Figure 32: Pinterest. 2018. [No title]. [Online]. [Accessed 18 January 2018]. Available from: https://www.pinterest.ch/ pin/AQGz7hOi0kMH-1SavUSFYFp5sEes54F4fmpYvgXGuti1IivyzXoPI1s/ Figure 33: Pinterest. 2018. [No title]. [Online]. [Accessed 18 January 2018]. Available from: https://www.pinterest.ch/pin/545920786054867482/

22

2

Figure 34: Pinterest. 2018. [No title]. [Online]. [Accessed 18 January 2018]. Available from: https://www.pinterest.ch/ pin/262897696979389223/ Figure 35: Pinterest. 2018. [No title]. [Online]. [Accessed 18 January 2018]. Available from: https://www.pinterest.ch/pin/52213676903641887/ Figure 36: Pinterest. 2018. [No title]. [Online]. [Accessed 18 January 2018]. Available from: https://www.pinterest.ch/ pin/400890804312331009/ Figure 37: Pinterest. 2018. [No title]. [Online]. [Accessed 24 March 2018]. Available from: 
https://www.pinterest.ch/ pin/512073420113319329/ Figure 38: Pinterest. 2018. [No title]. [Online]. [Accessed 24 March 2018]. Available from: https://www.pinterest.ch/ pin/355573333061810015/ Figure 39: Pinterest. 2018. [No title]. [Online]. [Accessed 24 March 2018]. Available from: https://www.pinterest.ch/ pin/323344448228297181/ Figure 40: Pinterest. 2018. [No title]. [Online]. [Accessed 24 March 2018]. Available from: https://www.pinterest.ch/ pin/449726712774218713/
 Figure 41: Pinterest. 2018. [No title]. [Online]. [Accessed 24 March 2018]. Available from: https://www.pinterest.ch/ pin/367465650842121957/

23