THE WOW HEADWEAR LAB TRENDS & INSPIRATION AW16
THE WOW HEADWEAR LAB
CONTENT BUSINESS - 4 MEGA TRENDS - 4 OPERATIONAL TRENDS - EXAMPLES BRAND OVERVIEW - SPORT - STREET - FASHION TREND FORECAST AW16 FUTURE ELEMENTS - MOOD BOARD - COLOR CARD - MATERIALS - TREND TEXT RAW ELEMENTS - MOOD BOARD - COLOR CARD - MATERIALS - TREND TEXT CLASSIC ELEMENTS - MOOD BOARD - COLOR CARD - MATERIALS - TREND TEXT
BUSINESS
4 MEGA TRENDS Urbanization – also within the new markets More people are moving towards the big cities The future growth will develop in the big cities Many people gathered in a small space Right placement of products Technological development accelerates High technology / electrical use = high living standard Technology gets cheaper and flows to businesses that normally do not use technology The life cycle of products and marketing in general is shortened Computing power (CPU-central processing unit-processor) is so fast that artificial intelligence is possible Data storage is on its way to the unlimited Speed – the internet has gaps – “only” 2 billion of the world population is online We are discovering the start of artificial intelligence and bio mass. (Blood veins 3D printed) More elderly, fewer young Not only in the west Latin America and China sees the same development Global diversity of networks The world is closer connected Global network – Not only in Europe and America China conquers Africa More trade and more capital
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4 OPARATIONAL TRENDS Consolidating - The big ones gets bigger The big and strong brands gets bigger The customer wants fewer and bigger suppliers To be big and global is important to attract the best employees Brands are establishing their own stores Costumer focus Customization Individually adapted costumer solutions Service – it just works We’re going from face to face service to digital service (touch screen) / online service The future costumer cares less about the price and more about ethics. Therefore, the customer has to fall in love with your brand through the story you tell “Likes” on social media does not matter much. The important thing is that your things are shared. - Film gets more important than photos Social media is the best platform for “breaking news”. It is much more efficient than making TV spots. Knowledge What do you know about your customer? Technology and storage of data Sales, marketing and development is driven by knowledge data Core business What are you good at? Why does your company exist? How do you differentiate from your competitors?
EXAMPLES P&G did not know who used their products. Amazon.com did and they took over a big part of their diaper-market Nike and Adidas custom-made shoes Coca Cola 2nd life DHL Product Placement
https://www.youtube.com/watch?v=ZC7dQJcrtTU
http://store.nike.com/us/en_us/pw/ nikeid-shoes/1k9Zbrk?ipp=120
https://www.youtube.com/watch?v=yRZuONrnB_s
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STREET SPORT NIKE ADIDAS FILA PUMA THE NORTH FACE LACOSTE COLUMBIA HEAD UMBRO OAKLEY ASICS VIDA REEBOK KAPPA FOX UNDER ARMOR ICNY SPORT EBBETS FIELD STARTER 47’ BRAND MITCHELL AND NESS NEW ERA
CARHART BIBI CHEMNITZ ASTRID ANDERSEN WON HUNDRED NORTH PROJECT BURTON REFORMATION NYC CROOKS AND CASTLES HAN KJØBENHAVN NEW BALANCE RONNIE FIEG STONE ISLAND SUPREME OBEY STAPLE KITH NYC I LOVE UGLY LOW CLASSIC SOULLAND DC ONLY NY STAMPD PUBLISH BRAND UNDEFEATED A QUESTION OF ALIFE NEW YORK LES ARTISTS SAUCONY IN GOD WE TRUST NYC BRIXTON HUF NEFF
FASHION KTZ ALEXANDER WANG JW ANDERSON MARC JACOBS RAF SIMONS ALEXANDER MCQUEEN ACNE ALEXANDRE PLOKHOV WOOD WOOD HENRIK VIBSKOV RAISED BY WOLVES ELENA PAIS LIBERTY SAUCONY STELLA MCCARTNEY MOSCHINO/JEREMY SCOTT PHILLIP LIM ISSEY MIYAKE GANNI APC BLACK SCALE KANGOL GOORIN BROS. THE WOW HEADWEAR LAB
USE THE TECHNOLOGY TO RUN
THE WOW HEADWEAR LAB
THE WOW HEADWEAR LAB
PRINT THE STREETS !
THE WOW HEADWEAR LAB
THE WOW HEADWEAR LAB
FASHION DEVELOPOED TO LAST
THE WOW HEADWEAR LAB
THE WOW HEADWEAR LAB
TRENDS AW16 THE WOW HEADWEAR LAB
THE WOW HEADWEAR LAB
THE WOW HEADWEAR LAB
THE WOW HEADWEAR LAB
FUTURE ELEMENTS Technology, simplicity and lightness are some of the focus points when looking at Future Elements. The colors are bright and the vibe is sporty. Tech materials such as mesh and neoprene are in focus, as well as transparent materials from polyester and nylon. Metallic and rubber-like elements gives Future Elements a twist that, combined with 3D elements, brings a new touch to the winter wardrobe. The color palette is brighter than what is usually used in a winter palette, containing everything from crystal pink and light grey to twilight blue. The colors give a soft and delicate touch while giving the futuristic materials a lighter feel.
THE WOW HEADWEAR LAB
THE WOW HEADWEAR LAB
THE WOW HEADWEAR LAB
RAW ELEMENTS When dealing with the raw elements of nature, contrasts come into play. The roughness of stone and wood combined with the softness of wool and felt is one way to combine contrary elements. Durable fabrics as leather and oilskin gives this trend a more sustainable and long-lasting vibe, and it is assumed that elements from this trend, will continue in the following seasons. Green, blue and dark grey with a twist of light colors are some of the key elements in this color palette.
THE WOW HEADWEAR LAB
THE WOW HEADWEAR LAB
THE WOW HEADWEAR LAB
CLASSIC ELEMENTS Classic colors, fresh cuts and old school prints are some of the key words in Classic Elements. The classic red and blue colors are still quite dominant, but in darker shades than previous years. Bordeaux has been very popular the last couple of seasons, but this season it is the darker spectrum of red and blue, like eggplant and wine colors or dusty dark navy, that are dominating Classic Elements. Combining old elements with new ones is not a new thing, and this season is no different. However, this season the focus is on brocade and other prints made with new techniques or in new colors. There is a lot of focus on 3D, be it fur, embroidery or embossed fabrics of another kind.
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THE WOW HEADWEAR LAB FILMBYEN 16, 2650 HVIDOVRE COPENHAGEN, DENMARK