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CONTENTS
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Industry Trends
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Macro - Environment PESTEL
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3
Contemporary Historical Relevance
23
4
Street Fashion
29
5
Lifestyle trends
43
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Cultural Trends
45
7
Think Tank Content
67
8
Trend Insight
71
9
Video Stills
73
10
Personal Concept
77
11
Colour Inspiration
79
12
Material Inspiration
93
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Key Items
119
14
Market Sector
139
15
Brand Selection
147
16
Target Consumer
163
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Future Marketing
167
INDUSTRY TRENDS
ELEMENTAL
According to The Atlantic magazine, people are no longer as excited by technological progress as they are exhausted by it. This trend voices a longing for quiet, contemplative design that is less of a burden and more of a sensitive, responsive experience. In this era of self-examination, and with a growing number of people reporting no religious affiliation, Elemental is also driven by society’s need for new meaning, as it explores the boundaries of spirituality and the inner workings of the self. /WGSN
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Soft Self.
Beliefism.
Nature Contained.
Poetic Tech.
Quietly Epic.
Subtle Shifts.
7
macro environment pestel
POLITICAL 5P PLASTIC BAG CHARGE
Shoppers in England will now be charged 5p for each new large carrier bag as part of a change in the law that aims to reduce litter and protect the environment. In 2014 over 7.6 billion single-use plastic bags were given to customers by major supermarkets in England. That’s something like 140 bags per person, equivalent to 61,000 tonnes in total. They take longer than other bags to degrade in the environment, can damage wildlife, and are extremely visible when littered in our towns, parks and the countryside. We expect to see a significant reduction in the use of single-use plastic carrier bags as a direct result of the charge - by as much as 80% in supermarkets and 50% on the high street. /GOV
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POLITICAL FEED-IN TARIFFS: GET MONEY FOR GENERATING YOUR OWN ELECTRICITY
There are various benefits to installing solar panels on your roof including tax free, government backed earnings and large savings on your energy bills. Here are the top 5: 1. Earn £14,000 from the Government feed-in tariff. Not only does the Government pay you for the energy you generate and use, but also the energy you don’t use. This money is TAX FREE and rises in line with inflation 2. Save 50% on your energy bills per year because the electricity you use when your solar panels are in use is 100% FREE 3. Protect yourself from the rising energy costs and stop being dependent on large energy companies. You generate your own electricity! 4. Reduce you carbon footprint and start doing your bit for the environment 5. Add value to your home – Estate agents are now looking at solar panels as a revenue generating asset /The Eco Experts
11
ECONOMIC BUDGET 2015: CHANGES TO INCOME TAX AND THE PERSONAL ALLOWANCE
Millions of families will be given tax breaks from next year earlier than previously expected as part of changes announced in today’s summer Budget. Speaking at Westminster today, Chancellor George Osborne promised to lift 130,000 families out of higher-rate income tax altogether as part of his pledge to “deliver a lowwelfare, low-tax economy.” Mr Osborne plans to raise the higher-rate tax threshold, when the 40p rate of income tax kicks in, from £42,385 to £43,000 next year. This could save middle-class families up to £1,300 a year. /The Telegraph
12
ECONOMIC NEW UK IMMIGRATION RULES
Non-EU migrants who have spent more than five years working in the country will be required to earn ÂŁ35,000 per year or else face deportation, according to a policy that comes into effect in April next year. /The Guardian
13
SOCIAL INSIDE FASHION’S INSTAGRAM WARS
Fashion’s premier social media platform is a battleground for consumer engagement. As the highly visual Instagram has emerged as fashion’s social media platform of choice, brands have become savvier about how they leverage the app to impress and engage followers — especially during ‘fashion month’, when the stakes are higher than ever. /The Business of Fashion
14
SOCIAL SELFIE CULTURE
The web is humming with analysis around selfie taking. You probably don’t need the hard numbers to guess the average selfie taker is female and aged 18-24. Some 48% of selfies are posted to Facebook, 27% are texted, 9% tweeted and 8% ‘grammed. Makati City in the Philippines has the highest ratio of selfie takers to population, followed by Manhattan and Miami. And there’s even a company that analyses average head tilt by geography. There’s been a 39% increase in new arrivals of all in ones and 27% increase in arrivals of swimwear at our selfie-serving retailers. Better still, it seems like selfie gen are influenced – full priced sell outs of swimwear grew by 238% this July compared to last and 197% growth in all in ones selling out. /Edited
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SOCIAL MASS CUSTOMISATION
Ours is a customisable world. From Spotify playlists to sandwiches, we routinely custombuild things according to our individual tastes and requirements. Indeed, in industries as diverse as window manufacturing and personal computers, it is now the norm for companies to tailor individual products to the needs of individual customers. /The Business of Fashion
Initialled Burberry scarf
16
TECHNOLOGICAL FOOD PRINTING: PRINT2TASTE’S BOCUSINI
It is now possible to 3D print food from over thirty fresh, natural products. Print2Taste’s Bocusini is the first universal plug&play 3D food printing platform, that includes a plug&play food printer, cartridges with printable food and the Bocusini.com online platform, a marketplace for experts and enthusiasts that support discovery, making, and sharing of 3D printable food creations. “Bocusini isn’t just for chefs, food scientists or 3D designers: anyone can learn to create and print its own food designs.” /Trendtablet
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TECHNOLOGICAL 3D PRINTING: NEW SKINS
It’s a three-week intensive interdisciplinary research called, New Skins, where students and professionals in the fashion, art, architecture and computing industries join forces to design and fabricate second skins for the body. Students are immersed in complex 3D modeling, and generate a wide range of geometric formations ranging from organic bone-like structures to articulated chainmail meshes. The project captures the human body via 3D scanning technology, and with the help of robotics and sensing technology, creates smart transformable garments that are as much art as they are an exercise in mechanics and human anatomy. The entire design was printed on two MakerBots using MakerBot’s new Flexible Filament material which allowed the designers to produce a flexible, 3D-printed garment that is able to conform to the body’s movement when worn. /Trendtablet
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TECHNOLOGICAL LISTEN TO THIS
London – HearAngel is the FitBit app for hearing that helps people manage their Daily Sound Allowance. Infographics show whether users are close to reaching their Daily Sound Allowance (DSA). Manage mode automatically controls sound volume to regulate exposure to sound. Using HearAngel will help people to preserve their hearing for longer. /LSN
HearAngel from LimitEar, London 19
TECHNOLOGICAL MUSE - THE BRAIN SENSING HEADBAND
The company describes Muse as an ‘integrated system to help people calm their minds.’ Users wear the headband and interact with a smartphone app that helps them visualize and, eventually, control their mental state. The first app to ship with the product shows users a beach scene, which grows stormy or peaceful depending on the brain waves registered by the device. Additional functionality is unlocked when users earn enough points for clear-headedness. /LSN
20
ENVIRONMENTAL I:CO: THE COMPANY THAT MIGHT FIX FASHION’S WASTE PROBLEM
Fashion’s an industry that thrives on newness, and one unfortunate side effect of that is waste. Americans alone discard 21 billion pounds of clothing and footwear every year. Fortunately there’s I:CO (it stands for I Collect), a company committed to fighting this problem. I:CO has partnered with brands like H&M, American Eagle, Levi’s, North Face, and Puma to wean each off its natural resources addiction, working to replace those materials with recycled options over the next five years. “In an ideal world, materials will be able to flow ‘endlessly’ which means that materials tied in products can be used over and over again for new products after the end of the products’ life-cycles,” I:CO managing director Nicole Kösegi tells Racked. /Racked
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LEGAL SHOPPER POWER!
30-day refunds are now guaranteed for items that are faulty in biggest reform to consumers’ rights in a generation Breakthrough Consumer Rights Act 2015 will come into effect on Thursday. It means retailers will no longer be able to offer repairs instead of refunds and companies will no longer be allowed to hide charges in the smallprint. Dramatic new law is designed to ensure shoppers can enforce their rights. /Daily Mail
22
contemporary historical relevance
DESIGN INSPIRED BY AMERICAN MODERNISM AND JAPANESE POTTERY
Ancient bowl by Hiroshi Okada
Marshmallow Sofa by George Nelson, 1956
Earthenware Vase by Kitamura Junko, 1991
Coconut chairs by George Nelson, 1955
Plywood chairs by Donald Judd, 1991 George Nakashima table 24
Wooden bowl by Finn Juhl, 1950’s
ART INSPIRED BY AMERICAN MODERNISM AND POSTWAR TIME ARTWORKS Illustration by Charley Harper
Untitled 1 by Mark Rothko, 1967
1980’s artwork by John Noestheden
Maria by Ryno Swart, 1980s
Vintage Soviet Propaganda and Art Posters 25
FASHION INSPIRED BY SWINGING SIXTIES AND MASCULINE 1980’S
Christy Turlington, 1990
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Street fashion
SPRING/SUMMER 2016 NEW YORK FASHION WEEK
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S/S 2016
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SPRING/SUMMER 2016 PARIS FASHION WEEK
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S/S 2016
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SPRING/SUMMER 2016 LONDON FASHION WEEK
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S/S 2016
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SPRING/SUMMER 2016 MILAN FASHION WEEK
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S/S 2016
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LIFESTYLE TRENDS
LIFESTYLE TRENDS YESTERYEAR’S LIFESTYLE
In a contemporary world where every photo, text, soundtrack, any piece of information can be manipulated, doubt reigns; therefore a desire for truth entices young people to revive the old days and obsolete mechanical objects, with antique cameras, old-fashioned typewriters, or old telephones. /Trendtablet
44
cultural trends
ARCHITECTURE CANBERRA’S HOTEL HOTEL
Located in Canberra, Australia, Hotel Hotel is a holistic concept from the Australia-based Molonglo Group, founded on fertile principles of sustainability, community, diversity, and lifestyle. /Trendland
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ARCHITECTURE SEYMOUR + : A TECH -FREE SPACE IN PARIS
SEYMOUR+ is a haven for the mind, providing visitors with the peace and quiet they need, especially those traveling and exploring Paris.
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And by peace and quiet we really mean peace and quiet. External distractions and outside influences such as phones, computers, and magazines which typically hinder our abilities to fully process and access our thoughts are not permitted. /Trendland
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ART EXHIBITIONS BEAUTY AT THE EXPENSE OF NATURE
‘Pulverised Time’ by Belgian photographer Frederik Vercruysse is a series of sixteen unique still-life photographs in which a cloud of mysterious, powdery mist appears to be suspended. /Trendland
50
ART EXHIBITIONS DUST MATTERS
‘Dust matters’ by Lucie Libotte aims is to re-evaluate this ‘dirt’, and convey the value of dust as an indicator of our environment, showing how it reflects our daily life and traces our journey through the world /Trendtablet
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ART EXHIBITIONS WOOD FOSSIL
The idea behind Italian studio Nucleo created objects is to evoke memories and blur the line between manmade and earth-made. /Trendtablet
54
Manmade but Decidedly Organic.
“Full of Scars’’ yet Seemingly Eternal.
55
FASHION ZADY: FASHION’S CLEAR CONSCIENCE
Zady is a shopping and lifestyle destination for consumers who care about the origins of the items they purchase.
56
Without sacrificing style or taste,  Zady upholds an unprecedented commitment to manufacturing transparency: each product featured on the site has been personally vetted by Zady’s founders, using criteria for sustainability, including whether the product is locally-sourced, handmade, uses high-quality raw materials, is environmentally conscious, or made in the U.S.A. /Trendtablet
57
SUSTAINABLE DESIGN POOR TOOLS
Designers downsize objects to their fundamental functionalities and look into essential materials in a need to establish emotional connections between the consumer and the product. Man & nature must work in synergy as a new generation of design graduates leads the way in tackling waste and creating ingenious sustainability solutions. /Trendland
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Intentionally Imperfect Craft.
Sustainability Solutions and Modular Design.
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SUSTAINABLE DESIGN FUTURE PACKAGING CONCEPTS
Tomorrow Machine is a creative studio based in Stockholm. Through the series This Too Shall Pass, the designers ask if it’s reasonable that it takes several years for a milk carton to decompose naturally, when the milk goes sour after a week. The packaging is therefore made with the same short life span as the food they contain, like a symbiosis. /Trendland
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SUSTAINABLE DESIGN ZERO FOOD WASTE RESTAURANT
ZERO WASTE Silo is designed from back to front, always with the bin in mind. The production of waste has been eliminated by simply choosing to trade directly with farmers, using re-usable delivery vessels and choosing local ingredients that themselves generated no waste. /Trendland
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TECHNOLOGY DESERT LAMPS
Nir Meiri’s collection of sand-molded, lamps are not only exquisitely designed, but also environmentally savvy. /Trendtablet
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Abiding Connection Between Land and Identity.
An Invaluable Link Between Who We Are, Where We Come From and the World We Inhabit.
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TECHNOLOGY GRAVITYLIGHT
Invented by London-based designers Jim Reeves and Martin Reddiford, GravityLight is a clean, safe and affordable alternative to kerosene lamps. It uses a bag filled with rocks or earth, attached to a cord, which slowly descends similar to the weight drive in a cuckoo clock. /Trendtablet
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think tank content
PAST INSPIRATION
The Virgin Of Guadalupe
“Fallingwater” by Frank Lloyd Wright, 1939
Uncontrollable Natural disaster caused by the elements
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PRESENT INSPIRATION
Seymour+: A tech - free space in Paris
NASA confirms evidence that liquid water flows on Mars
Balenciaga SS16
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FUTURE INSPIRATION
Simplicity and Serenity
Earthly Origins
Contrast in Nature
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Trend insight
INDISTINCT NOT CLEARLY MARKED OR DEFINED, BEING ABLE TO OBSERVE FROM DIFFERENT ANGLES
Movie “Into the Wild”
Natural Disasters
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The Four Elements: Water, Fire, Earth, Air
Contrast in Nature
“Fallingwater” by Frank Lloyd Wright, 1939
VIDEO STILLS
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PERSONAL CONCEPT
RECRYSTALLIZED to become crystallized again by purifying chemical compounds
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COLOUR inspiration
WGSN COLOURS
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WGSN COLOURS
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WGSN COLOURS
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WGSN COLOURS
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WGSN COLOURS
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PERSONAL COLOUR INSPIRATION
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PERSONAL COLOUR INSPIRATION
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PERSONAL COLOUR INSPIRATION
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PERSONAL COLOUR INSPIRATION
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PERSONAL COLOUR INSPIRATION
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PERSONAL COLOUR INSPIRATION
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PERSONAL COLOUR INSPIRATION
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material inspiration
WGSN MATERIALS CAPTURED ATMOSPHERES
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WGSN MATERIALS POWDER FLURRY
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WGSN MATERIALS FOGGY ATMOSPHERES
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WGSN MATERIALS FROSTED DENIM
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WGSN MATERIALS SMOKY LUMINESCENCE
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WGSN MATERIALS GRANULAR TWEEDS
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WGSN MATERIALS NATURAL IMPRESSION
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WGSN MATERIALS WEATHER WORN
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WGSN MATERIALS FRAGILE LAYERS
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WGSN MATERIALS DELICATELY WILD
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WGSN MATERIALS INNER SANCTUARY
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WGSN MATERIALS ATMOSPHERIC TRACE
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WGSN MATERIALS CALCIFIED FORM
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WGSN MATERIALS MINERAL STRATA
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PERSONAL MATERIAL INSPIRATION CHUNKY KNITS
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PERSONAL MATERIAL INSPIRATION KNITTED BRAIDS
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PERSONAL MATERIAL INSPIRATION LINEN
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PERSONAL MATERIAL INSPIRATION MOHAIR WOOL
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PERSONAL MATERIAL INSPIRATION WOOL
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PERSONAL MATERIAL INSPIRATION MISTY SHEER
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PERSONAL MATERIAL INSPIRATION PEARLS
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PERSONAL MATERIAL INSPIRATION ROSE GOLD
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PERSONAL MATERIAL INSPIRATION LEATHER
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PERSONAL MATERIAL INSPIRATION WOOD
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KEY Items
WGSN
KEY ITEMS
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PERSONAL CATWALK RESEARCH
AKRIS
HUGO BOSS 122
ACNE - PRE /
EACH x OTHER
/
ALL SAINTS /
CO /
ACNE - PRE
/
ACNE - PRE /
EACH x OTHER
/
ALL SAINTS /
CO /
ACNE - PRE
/
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1205
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MARNI / SALVATORE FERRAGAMO / VALENTINO / MARNI / SALVATORE
FERRAGAMO / VALENTINO / MARNI / SALVATORE FERRAGAMO /
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MAX MARA
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A DETACHER /
OFF - WHITE
/
VICTORIA BECKHAM
/
A DETACHER /
A DETACHER /
OFF - WHITE
/
VICTORIA BECKHAM
/
A DETACHER /
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JOSEPH
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JOSEPH
/
JOSEPH
/
JOSEPH
/
JOSEPH
/
JOSEPH
/
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INSPIRATIONAL RETAIL RESEARCH
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Lemaire
Adam Lippes
Spencer Vladimir
Joseph
Maison Margiela
Tibi
Karl Donoghue
Fendi
Fendi
Stella McCartney
Valentino
Co
Acne Studios
Chloe
Givenchy
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Max Mara Studio
Stella McCartney
DSquared2
Mugler
Carven
J. W. Anderson
Rag & Bone
Givenchy
Stella McCartney
INSPIRATIONAL DESIGN ELEMENTS CHIC MINIMALISM
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INSPIRATIONAL DESIGN ELEMENTS EXTRAORDINARY SHAPE
Serpens Collection by Qiu Hao 134
INSPIRATIONAL DESIGN ELEMENTS LAYERED KNITS
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MARKET SECTOR
LUXURY MARKET SELECTION OVERVIEW
The sector is re-envisaging and redefining what luxury will mean in the 21st century. An ability to play with paradox and deploy disruption will be key for ambitious brands looking to 2020 and beyond. Brands are tying traditional ideas of heritage and artisanship to disruptive new technologies, product offers, services and experiences. /LSN
7%
140
The global luxury market is growing at an annual rate of 7%, according to Bain & Co
£545bn
And was worth £545bn ($850bn, €769bn) in 2015, according to Bain & Co
£50bn
The US luxury market was valued at £50bn ($77bn, €68.6bn) in 2014 – twice as large as second-placed Japan
LUXURY MARKET ANALYSIS
As an aspiration and notion, luxury has never been so accessible. Luxury in 2015 is beyond borders. The sector now holds value for all, from the super-luxe to the masstige consumer, from Kampala to Kiev. /LSN
32% £305bn
Emerging markets continue to drive growth. By 2025, luxury womenswear sales in developing economies will account for 32% of the global total, up from 10% in 2005, according to McKinsey By 2019, luxury goods spending will hit £305bn (€413bn, $463bn), an increase of 88% over 10 years, according to Euromonitor
141
LUXURY MARKET ANALYSIS
CYBER GAP Online was the fastest-growing luxury sales channel in 2014, up by 28% on the previous year, and is expected to drive 40% of global luxury sales by 2020, according to Bain & Co and Exane BNP Paribas. Future digital sales are ‘the next China for luxury in terms of opportunity’, says Lucie Greene, worldwide director of JWT Intelligence. Half (50%) of purchase decisions for luxury goods are influenced by what consumers hear or see online, according to McKinsey. /LSN
The Net Set app by Net-a-Porter, UK
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LUXURY MARKET ANALYSIS
US REIGN There is an enormous luxury secret hiding in plain sight: the US. North America is ‘probably the safest growth driver we can imagine’, says Michele Norsa, CEO of Salvatore Ferragamo. Rather than one of the latest emerging economies, the US represents the biggest underexplored opportunity for brands. As the world’s largest luxury market, the US accounts for nearly a quarter of global luxury goods sales – more than twice that of second-placed Japan, according to Deloitte. /LSN
Byredo, New York
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LUXURY MARKET ANALYSIS
BILLIONAIRE BOOM Post-crash austerity has made a dent in global middle-class luxury spending. But for the world’s wealthiest luxurians, the good times have continued to roll. Eight out of 10 (82%) ultra-high-net-worth individuals (UHNWIs) saw their fortunes increase in 2014, and 80% of wealth advisors expect their clients’ wealth to grow further in 2015, according to Knight Frank. The US, home to 44,922 UHNWIs, compared to 60,565 in the whole of Europe, is the world’s billionaire capital, says Knight Frank, and will continue to be so until at least 2024, when its population of super-rich will have increased by 25% to almost 51,000. /LSN
Flying Reimagined Etihad Airways TV ad featuring Nicole Kidman
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LUXURY MARKET ANALYSIS
METRO MAGNETS Certain groups of cities are becoming specialist draws for particular luxurian groups. The largest markets for luxury women’s apparel include fashion capitals such as Milan, New York and Paris, according to McKinsey. The US contains six of the top 10 luxury spending cities of the world, and more than 40% of the top 50, according to Boston Consulting Group. But Luxury 600 cities in emerging economies will drive future growth. /LSN
Just Cavalli flagship store, New York
145
brand SElection
THE ROW ABOUT THE BRAND
THE ROW was established in 2006 by Ashley Olsen and Mary-Kate Olsen. Since its launch, the brand has expanded to include a range of ready-to-wear, eyewear, and handbags. THE ROW reflects a sense of relaxed and timeless elegance, focusing on fine fabrics and the perfect fit. In 2012, The Council of Fashion Designers of America named Ashley and Mary-Kate as Womenswear Designers of The Year. Part of THE ROW’s mission is to support high-end fashion manufacturing in the US.
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THE ROW THE ROW: THE QUIET ONES
The Row — its name derived from the holy grail of tailoring Savile Row — is sold through 164 points of distribution in 37 countries with industry insiders estimating $50 million in annual sales. The company has around 60 employees, seven on the design team, including Mary-Kate and Ashley. A Paris office opened in 2011 and the European market is being nurtured slowly, while the U.S. makes up the bulk of distribution for the label. It’s quiet luxury at its finest, rendered through a slow-wrought artisanal approach. Everything The Row offers, aside from a few sweaters, is produced domestically, a practice that is reflected in the collection’s price tags, which range from around $300 for a T-shirt to nearly $5,000 for a classic coat. /WWD
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THE ROW 2015 CFDA FASHION AWARDS NOMINEES The Row, set up by TV stars the Olsen twins in 2006, was nominated this week for two Council of Fashion Designers of America awards (CFDAs) – Womenswear Designer of the Year and Accessory Designer of the Year. The American equivalent of the British Fashion Awards, the Olsens are in the company of Marc Jacobs, Michael Kors and Proenza Schouler, and it’s safe to say that the twins are no longer ageing child stars trying their hand at fashion. Their success is being taken seriously. What’s more, the CFDAs are familiar territory – they have won both of these awards before. /The Guardian
Mary-Kate and Ashley Olsen at CFDA Fashion Awards 150
THE ROW THE ROW DIVES INTO RETAIL
Nearly a decade after founding The Row, Ashley and Mary-Kate Olsen on Tuesday will open the brand’s first flagship — a 3,800-square-foot store at 8440 Melrose Place that looks like the quintessential midcentury modern California pad, right down to the swimming pool in its glass courtyard. They both refer to the store as “a hidden gem” because, save for a short white signpost on the cobblestone sidewalk, a brushed steel plaque and a narrow window displaying an antique cabinet filled with folded white T-shirts and a signature backpack, none of the actual store is visible from the street. /WWD
The Row flagship store on Melrose Place in Los Angeles
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THE ROW LINDA RODIN FOR PRE-FALL 2014 LOOKBOOK 65-Year-old Linda Rodin on modelling for the Olsens: ‘I was respected for who I am’. Instead of the usual willowy teen modeling the elegant garments, we saw beauty guru and style icon Linda Rodin. Age: 65 years old. It’s not the first time The Row took this type of direction. Back in 2008, Lauren Hutton (at the time 64-years-old) posed for the brand’s lookbook, and the designers have never been a pair to stick to industry standards. /Elle
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THE ROW MADE IN USA
The Made-in-America label has undergone a deluxe makeover. Everyone from Brooks Brothers to the Olsen twins is using it to hawk luxury goods, a tactic made popular by blue-collar brands such as Levi Strauss & Co. and Chrysler Corp. The Olsens’ women’s label, New York-based The Row, uses factories in its home city and Los Angeles to make fashions such as its $250 white T-shirts and $2,350 short dresses. The brand has found favor with the likes of First Lady Michelle Obama and actress Julianne Moore, as well as with critics: The former “Full House” child stars got a nomination this year for a new talent award by the Council of Fashion Designers of America. /Bloomberg
Michelle Obama wearing The Row for her appearance on The View
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THE ROW EYEWEAR
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THE ROW LEATHER GOODS
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THE ROW READY TO WEAR
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TARGET CONSUMER
THE ROW TARGET CONSUMER
Older women are The Row’s target consumers, an unusual choice for 20-something designers. The Row’s customer, Ashley Olsen said, is “probably 40s, 50s, it really could be any age. She’s—the women that I know are—sophisticated, very educated within the world of fashion” and appreciates finer fabrics and craftsmanship. That age group is also more likely to be able to afford The Row than a woman in her 20s. /The Wall Street Journal
Liliya Rakh, 53, wearing The Row
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THE ROW CONSUMER LIFESTYLE - THE ATHENA WOMAN
Meet the modern woman. Educated. Affluent. Confident. Optimistic. She will rise to the top of her company, or start her own. She embraces community – online and offline. With her busy lifestyle, she’s looking for services that boost her fitness and wellbeing. She wants property and luxury goods. She won’t be patronised. She is The Athena. Today’s woman is online, using social networks to find out which products work and how companies operate. She’s a child of the internet, a queen of research and a mistress of social media. She can dig down, reach out and touch larger social groups online – so don’t con her, piss her off, or underestimate her ability to seek you out and bring you down! On the other hand, help her to make the world a better place through what she does and what she buys, and, like her male equivalent, she’ll thank you for it. Finally, forget that she’s a woman, and talk to the person – empowered, curious, connected – that she is, and not to the cliché that advertising, marketing and poor research have made her over the years. /LSN
M&S Britain’s Leading Ladies 165
future MARKETING
CONTEMPORARY MARKETING SNAPCHAT MARKETING
Most brands aim to create marketing campaigns that leave a lasting impression. But now some brands are turning to the blink-and-you’ll-miss-it medium of Snapchat to create campaigns that are over in a flash. Snapchat appeals to the short attention span of Generation D and the spontaneity of Millennials. In September, Snapchat CEO Evan Spiegel announced that users were sharing 350m photos per day. Connect with these young, digitally savvy consumers by creating targeted Snapchat campaigns. The limited time consumers can access the images provides a sense of exclusivity and the Snapchat Stories function can help you build a strong narrative around your brand. /LSN
NARS Cosmetics, Snapchat promotion for the Guy Bourdin collection
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CONTEMPORARY MARKETING LOUIS VUITTON’S SERIES 3 EXHIBITION
“I don’t want to tell the customer anything,” Burke smiled as we walked the vast retro space, still stepping over men in high-vis jackets mending and fixing and tidying in the hours before opening. “This isn’t a Vuitton lesson. I just want them to be able to feel it.” “This isn’t about celebrating the heritage of Louis Vuitton - we’ve done that and we do that, but it’s not what this exhibition is about,” Burke nodded. “And it’s certainly not a retrospective for Nicolas, he’s just getting started. This is about the relationship between the clients and the house. The show is so short, and no matter how many people we allow in, no more than 1,000 people are going to see it. Even with livestream, there’s no way for enough people to be able to experience it the way we want them to, and that’s where the exhibition comes in.” /Vogue
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CONTEMPORARY MARKETING CHANEL SENT THE FASHION CROWD FLYING FOR SPRING 2016
Airport motifs came thick and fast as Karl Lagerfeld transformed Grand Palais into a chic departure lounge with a sprinkle of Chanel fairy dust. The set at Grand Palais included a large departure board featuring the destinations where the brand has held its recent resort fashion shows – from Dallas to Salzburg to Shanghai. Branded luggage trollies were abandoned by “Porte No 5”, while VIP guests were seated on rows of aluminium waiting-lounge chairs. On the catwalk, the show opened with a pilot in a high-collared, double-breasted uniform wheeling his flight trolley through departures. Next came a model wearing a house tweed, retro cut trouser suit, which hinted at a time when air travel was glamorous. Then the airport motifs came thick and fast. Cashmere jogging bottoms with a miniature plane print, departure board printed silks and tweed skirts that nodded to airline stewards’ uniforms. /The Guardian
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CONTEMPORARY MARKETING DESIGN SYNERGY
Mexico City – Anatole 13 is a new luxury retail space that combines modern art, design, fashion, food and drink. A multi-use retail space featuring a range of projects developed in collaboration with Savvy Studio. Follows the same formula as Savvy’s Córdoba 25, but this time features food and drinks brands for a truly integrated space. ‘Department stores are a completely different game, as are concept stores,’ Savvy Studio art director Bernardo Dominguez tells LS:N Global. ‘We really don’t identify ourselves with either. We believe in bringing projects together, creating a peculiar synergy from the mixture and becoming a place where consumers can come to discover new and interesting experiences.’ /LSN
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CONTEMPORARY MARKETING PRADA AND AUTUMN DE WILDE COLLABORATE FOR GALLERIA BAG SHORT FILMS
A villa in Los Angeles filled with Prada handbags might seem like an unlikely place to find director, photographer, and artist Autumn de Wilde. Though she has achieved most of her fame for her work in the music industry—portraits of Elliott Smith and music videos for Rilo Kiley among her oeuvre—De Wilde’s clever style is a well-suited match for a brand as inventive and exciting as Prada. It makes sense that the iconic Italian house came calling when it wanted to craft a film project around its Galleria bag—the first film ever about this specific product. Blending her signature joy with elements of comedy, surrealism, and, of course, some music, De Wilde created five shorts that tell the story of how a bag can be so much more than an accessory. /Vogue
“The Postman Dreams” by Autumn de Wilde for Prada 172
CONTEMPORARY MARKETING KENZO SHOOTS INSTAGRAM STARS
Kenzo, our fave off-the-wall French label, has created a new editorial for its revamped website, featuring a selection of fresh new faces found on Instagram. Showing off Kenzo’s cosy A/W15 outerwear styles are uni student/artist/actor Zaina Miuccia and LCF student Maximilian Davis, alongside model Sahara Lin This isn’t the first time a fashion brand has turned to the Internet to find models – last year Marc by Marc Jacobs famously sourced cool Instagram types for their S/S15 #CastMeMarc campaign. The idea is to put the spotlight on creative young talent with an influential social media presence, rather than using polished cookie-cutter agency models. /Spindle Magazine
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FUTURE MARKETING MIMICRY MARKETING
Marketers are mimicking digital behaviour in a bid to capture the attention of those online viewers who see ads as a nuisance to be skipped – or even blocked. Consumers have shorter attention spans than ever before, according to the National Center for Biotechnology Information at the US National Library of Medicine Advertising that mimics online behaviour – such as the tendency to click ‘skip’ – is finding success. D&AD launched its own plug-in for Google Chrome and Mozilla Firefox, the D&AD Ad Filter, for those who skip most ads, but still enjoy a good piece of creative work. Rather than block all advertising, the plug-in blocks ‘bad ads’ and will only show D&AD-winning advertisements, such as Volvo’s Epic Split ad, featuring Jean-Claude Van Damme, which clearly has popular appeal with more than 80m views on YouTube. ‘People love good advertising,’ says Mattox. ‘The Super Bowl is as much about the halftime ads as it is about the game. It’s not that all advertising is bad, it is that bad ads are bad.’ /LSN
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FUTURE MARKETING VIRTUAL OPULENCE
In the digital world, we are used to thinking about three channels: physical, desktop and mobile. Now a range of virtual technologies is creating new touchpoints for luxury consumers as aspirational brands experiment with Virtual Opulence. New digital tools are reshaping how we experience and buy from luxury brands High-end brands must remember to focus more on the needs of the consumer than on the potential of new devices and platforms. Virtual reality is becoming a potent tool for immersing your audience in the world of your brand. /LSN
Dior Eyes VR Experience by Digitas LBi Labs France
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FUTURE MARKETING OPT-OUT RETAIL
Seattle – Outdoor wear brand REI is to close its stores for Black Friday with the hashtag #OptOutside. The company will shut all of its 143 stores and pay every employee to go out and enjoy nature. Chooses to miss out on busiest day of the year and prioritises brand values over profit. An intriguing aspect of the initiative is that the brand is broadening the campaign by inviting other brands to do the same. The company seems to view its move as taking a stand against hyper-commercial culture, caricatured in the shopping frenzy that Black Friday induces in the US. /LSN
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FUTURE MARKETING EXPLORIUM RETAIL
Advances in e-commerce mean that consumers can now buy products anywhere, any time. Brands need to consider the physical store as a place of learning and inspiration, even if this means slowing the journey to purchase. Physical retail cannot compete with the immediacy and convenience of online Bricks-and-mortar stores are becoming brand embassies that facilitate rather than dictate consumer journeys. Create a physical emporium that opens your brand to interaction and facilitates serendipity and discovery. /LSN
Nike Studio created by Coordination Asia, Beijing 177
FUTURE MARKETING STAY A WHILE
Amsterdam – Inviting consumers to live the brand, Scotch & Soda has teamed up with Airbnb to create a flat that people can rent for the weekend. Part of Scotch & Soda’s The Story of Things campaign on the spirit of wanderlust. Renters will be provided with a select wardrobe of the brand’s clothing. /LSN
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FUTURE MARKETING CABIN FEVER
Tokyo – Japanese lifestyle brand Muji has unveiled three self-contained huts for Tokyo Design Week that provide an escape from the hustle and bustle of city life. The three huts are constructed from cork, aluminium and wood. Designed by Konstantin Grcic, Jasper Morrison and Naoto Fukasawa. /LSN
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FUTURE MARKETING THE SILENCE ROOM IN SELFRIDGES
Alex Cochrane Architects has created a space for shoppers at London department store Selfridges to find peace and quiet amid the bustling emporium. London studio Alex Cochrane Architects built the space on the lower ground floor of the Selfridges as their interpretation of a previous silence room created by the store’s founder when it first opened in 1909. Next to a major thoroughfare, adjacent to a cafe and flanked by two lifts, the space is not intended to be completely silent but rather encourage visitors to lower their voices and take time to unwind. /De Zeen Magazine
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FUTURE MARKETING COS X SNARKITECTURE
The COS brand was happy to be back in Milan at the Salone del Mobile, from 14 to 19 April, with a facility designed with Daniel Arsham and Alex Mustonen of Snarkitecture. Inspired by the lightness and brightness of the Spring-Summer 2015 COS, Arsham Mustonen and transformed the Spazio Erbe in a translucent cave where visitors could submerge. The installation consisted of thousands of white bands hanging from the ceiling to the floor. “The installation has transformed the space. Evoking relaxation and tranquility, it has created a comfortable place where visitors want to linger.” – Martin Andersson, Director of Man Collections. /TL mag
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FUTURE MARKETING VICTORIA BECKHAM’S ARTISTIC FLAIR
The avocado is so early 2015; the new green to garner fashion industry excitement is the courgette. So say Victoria Beckham and artist Eddie Peake, as they reveal a new squashily-entitled artwork at the designer’s flagship Dover Street store. Beckham offered the walls and windows of the store to the acclaimed British contemporary artist as a blank canvas for him to populate. The result, entitled Courgettes, is a striking word sculpture executed in vibrant blue acrylic paint. Peake’s intriguing sentence reads “Many courgettes, an equal number of pellicles and very many fingers attached to fraught bodies and minds in tumult”. /Telegraph
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