17 minute read
Trend Drivers
Black Lives Matter Movement
What happened
Advertisement
March 13 police killing of 26-year-old Breonna Taylor in Louisville’s West End this gained national attention. “The world watched footage on May 25 of George Floyd screaming, “I can’t breathe” and crying out for his mother under the knee of a white police officer before going motionless in Minneapolis, Minnesota.” (Gottbrath, 2021)
How this will affect the future.
people want to see diversity in every aspect of their life from stopping police brutality to using a diverse range of models when casting for campaigns and in digital merchandising.
How people responded
Protests Art-work Justice and credibility for black men and women Education on Racism Brands take a stand and use their voice. How will this affect the future.
• Loss sense of community • Anxiety to go out anywhere • insecurities
Covid – Social distancing
What Happened
Due to the pandemic social distancing came into force to keep people from transmitting the virus. The 1-meter rule came into [place in all public areas and in workplaces Shops and public buildings are only allowed a certain amount of people inside so that social distancing can be applied. Lockdown and staying inside not allowed to meet anyone
People’s responses:
• Not always sticking to the rules • The public has developed a lack of trust in the government as they changed the rules so many times in 2020. • More cautious to go out anywhere • Anxiety • People have gained weight
Online vs Instore
What happened
Due to the lockdown the shops closed and a lot of business The Highstreet is dying. Online shopping had a major increase
How people reacted
Shopping online more. Ordering more deliveries to get them through lockdown. Shopping was relied upon by many across the uk. How this will affect the future
• Stores and shops will need to adapt to online shopping as it has became so important over the last year. • it could mean that the
Highstreet and stores will be less busy due to post lockdown anxieties and the easy access of shopping online. • Stores and shops will have to adapt to meet this change in consumers.
Acitvely Concious Acitve-Wear AW 21/22
For our sustainable activewear trend we chose to focus on wellness. Wellness will be a key trend in A/W 21/22 due to coming out of the current pandemic. Consumers will be more aware of the global footprint they are creating with key emphasis to personal and worldly well being. Whilst global emissions are declining since the pandemic, this is the perfect time for consumers to engage with sustainable activewear. Throughout this trend, we will be exploring key sustainable materials and colour palettes.
Key Colour Trend for AW 21/22 JADE
MICRO TREND
Why is it key? Nourishing natural greens have been a trend throughout 2020. It will remain relevant as consumers focus on balancing their mental and physical health. The colour jade is a timeless mid-tone which is associated with growth, harmony and safety. The jade stone means purity, it is regarded as a stone that protects and supports loving heart energy. It helps alleviate anxiety and depression; bringing a sense of hope, health and adventure linking to key trend drivers: self love, wellness and sustainability as we come out of lockdown and adapt back to normality. How to use it? Thanks to its enduring appeal, this colour will translate across lifestyle and fashion. It will be used in activewear products. “According to some studies, green provides a ‘restorative experience.’ It’s why you love running outdoors in the summer.”(Coveteur 2021) As consumers have got used to home workouts this past year and relegate into the indoors during the colder months, wearing green can mimic those effects and give consumers that extra boost.
MICRO TREND
CBD has undeservedly been given a bad reputation due to its close connection to Marijuana, which may be the reason it’s use in the fashion industry is still questionable in the eyes of both brands and consumers. However, according to Stacia Woodcock, PharmD, clinical cannabis pharmacist she believes that “In 2021, we’ll see more widespread acceptance of cannabis use and the stigma surrounding it will significantly decrease. Cannabis will be supported for a broader range of medical and health benefits through renewed research efforts at universities and institutions.” (Woodcock. S, 2020). It is a concept that should not be overlooked as it could spark a revolutionary movement in how clothes are made and used. Hemp oil was a huge trend last year in the beauty and lifestyle industries, used by brands such as Anne Summers and The Bodyshop. This year we will see hemp and CBD used in fabrics for sustainable purposes. Hemp is more durable than other natural fabrics and uses 1/20th of the amount of water as cotton to grow and process. It is also recyclable, biodegradable and antibacterial. Furthermore, another benefit of using CBD and Hemp in materials for activewear is its inflammation-soothing, muscle recovery benefits.
Breathable , Earth , Nature, Regenerate, Control, Temperature, Moisture Wicking, Structure, Scandinavian
The Fabric Bamboo is a key new up and coming fabric trend, one that is still yet to be fully explored in activewear. Bamboo is very popular in scandinavain interiors, cosmetics and visual merchandising. Making the fabric of Bamboo extremely versatile and structurally interchangeable. Key competitors, are brands like Tala who are very forward thinking in terms of sustainability. The earthy natural branches (resembling the colour Jade) makes for a perfect A/W 21/22 colour palette. Bamboo is the fastest growing plant and uses 10% of the land as cotten does, whilst still produces the same yield. Temperature control is one of bamboo’s amazing features, this makes it perfect for an autumn/winter range as we come from milder to colder weathers. Due to bamboo also being moisture wicking, this adds comfort for the consumer, as they don’t have to worry about clothes becoming damp and uncomfortable during a workout. Keeping the active wear looking unsaturated and smart.
Inclusive Breaking down walls Togetherness Diversity Charity Tech Effortless Uncomplicated Transparent wholesome
Whole Sale International Growth Strategy The Moral Breakthrough MACRO TREND
The key trend we are predicting in relation to the wholesale International Growth Strategy is A Moral Breakthrough in consumers. A key takeaway from 2020 is that the world united as a whole. We had to take a step back from everything going on and think about our actions to protect others. This will have a major effect on future trends. It has caused us to break down our walls to support others from charity donations to aiding independent businesses. As well as this Technology has improved massively to cater our needs during this pandemic and has been our only form of communication this past year. It has given us all a different outlook on life and therefore our trend prediction for a/w 21/22 is a push to the concept of inclusivity and technology in new and 17 innovative ways. Providing consumers with an easy and effortless shopping experience without the stress of social distancing and being excluded.
Inclusivity, Size Variation, Supportive, Confidence, Comfort, Media, Range, Diversity, Casting, Digital
Size diversity in activewear is predicted to be an upcoming trend in A/W 2021/22. It was seen that last year activewear campaigns were only representative of one type of body, this discriminative casting will be challenged post-lockdown as consumers won’t be bothered with brands that don’t speak to them personally. Researching into digital merchandising it can be seen that there is a growth in representation of different sized consumers, this can only be seen to grow with more areas of the industry incorporating it - activewear is predicted to embrace this later on in 2021. Post-Covid Consumer anxiety will be at an all time high, and the last thing that they want is to worry about body image
MICRO TREND
Charitable, Caring, Priorities, Helping, Ethical, Community , Generosity, Support
MICRO TREND Whole Sale International Growth Strategy Helping Hand
COVID-19 has left so many people in deprivation, not only financially but also mentally. A/W 2021/22 will be the seasons of giving and brands will pledge a helping hand to those in need. With the change of priorities and affection lockdown has caused along with the likes of Marcus Rashford’s work a charitable revolution has been sparked. With the world going back into work after a mindful break, consumers with their rediscovered disposable income are wanting to help those around them get back on their feet - a support network has been created. In addition to this, due to the devastating events that have taken place because of trolling and the current difficult circumstances, there is a growing emphasis on mental health and being kind to one another. Brands such as In the Style have recently demonstrated financial and emotional support to such matters. The theme of community and love will flourish post-covid.
Elevating the experience , Inevitable , Embracing Omnipresence, Virtual, Engaging, Relevant , Tech, Comfortable, Easy , Accessible, Facile
Tech over Touch
The use of technology has now become our top form communication. Business have had to alter their marketing strategies to reach consumers through digital means. We have already seen this with online workouts, mindfulness sessions, business meetings, University/school classes etc. But now brands are incorporating tech through visual merchandising and store layouts for example Valentino, Gucci, Zara, Selfridges. The whole concept of social distancing and no touching clothing has made the use of technology even more effective. We can see this being pushed even further in 21/22 with Tech over touch.
MICRO TREND
Conclusion
The Moral Breakthrough is beginning to take off and is only predicted to become more relevant in 2021/22. This comes from the shakeup caused by the tragic and sudden events of the last 18 months. Google Trends reported that in 2020 people in Europe were concerned about current movements, researching how they can donate to certain causes such as Black Lives Matter and Australian bush fires. It is important for brands, more than ever, to acknowledge the anxiety of their consumers and show a sense of community and support through their pathways, including Visual & Digital merchandising. Looking at activewear brands, including that of ‘Free Peoples’ active range, it has become apparent that the size diversity of models is not representative enough of all consumers. Understanding the idea behind this, customers buy the gym wear with the goal of reaching the models’ size. However, this won’t meet the desires of the postlockdown consumers and their fresh mentality on such matters. For many, such goals are not attainable, and these consumers will not bother purchasing from the brand that constantly highlights and reminds them of their insecurities, especially after the emotional turmoil that was 2020/21. A fun & extravagant yet simplified shopping experience is needed to persuade consumers back into the physical stores and give them something to look forward to and enjoy. Social distancing is still going to be important, as things won’t return to ‘normal’ for a while. Therefore, technology will be playing a big role in creating an exciting consumer experience in store.
As consumers have begun to ask more questions than ever about the environment and their personal impact, more people are pledging to buy second-hand. While this trend is taking over the fashion industry, with the rise of websites like depop, consumers are less inclined to buy one thing vintage: sports gear. “Traditionally, activewear is manufactured from synthetic fabrics such as nylon, polyester and spandex. These materials might boast properties that benefit your workout – such as being lightweight, stretchy, or sweat-wicking – but they certainly don’t benefit the environment. All three are non-biodegradable and require huge amounts of energy and water to produce.” (The Independent, 2020) Changes need to be made in the activewear industry to meet this new conscious consumer’s needs. From in-depth research into Free Peoples consumer, we discovered that they want to make sustainable choices; when researching their google assumptions we found they all took interest in the environment and feel responsible to make changes to their shopping habits.
FP movement is all about fitness, wellness and happiness. Wellness trends play a huge part in activewear trends as the two go hand-in-hand.
References Illustrations
CAAD Retail Design Barcelona | Diseño de espacios comerciales y visual merchandising. (2020). Window displays and visual merchandising: new trends after the covid. [online] Available at: https://www.caad-design.com/en/window-displays-and-visual-merchandising-new-trends-afterthe-covid/ [Accessed 24 Feb. 2021].
Coveteur. 2021. Science Says You Should Wear These Colors Based on Your Workout. [online] Available at: <https://coveteur.com/2019/02/04/which-color-to-wear-based-on-workout/> [Accessed 3 March 2021].
Gottbrath, L., 2021. In 2020, the Black Lives Matter movement shook the world. [online] Aljazeera. com. Available at: <https://www.aljazeera.com/features/2020/12/31/2020-the-year-black-livesmatter-shook-the-world> [Accessed 3 March 2021].
Gottbrath, L., 2021. In 2020, the Black Lives Matter movement shook the world. [online] Aljazeera. com. Available at: <https://www.aljazeera.com/features/2020/12/31/2020-the-year-black-livesmatter-shook-the-world> [Accessed 3 March 2021].
Sweet, J., 2021. 10 Wellness Trends You Have To Try In 2021. [online] Forbes. Available at: <https://www.forbes.com/sites/jonisweet/2021/12/28/10-wellness-trends-you-have-to-try-in2021/?sh=65cffd14ed8a> [Accessed 4 March 2021].
The Independent. 2020. How your gym kit is set for a sustainability makeover. [online] Available at: <https://www.independent.co.uk/life-style/fashion/sustainable-activewear-gym-green-eco-friendlycarbon-footprint-a9287131.html> [Accessed 3 March 2021]. Trend Drivers :
https://www.abc.net.au/news/science/2020-08-14/influencers-australian-instagram-socialmedia-career/12503604
Shirien Damra - https://www.allure.com/story/black-lives-matter-illustrations-artistinterviews
Sacrée Frangine - https://www.dezeen.com/2020/06/03/graphic-designers-illustrationresources-black-lives-matter/
VM Moodboard Gucci - https://www.luxuo.com/style/fashion/gucci-replicates-its-personalised-in-storeservice-experience-with-an-all-new-video-shopping-feature.html
Digital Vm - https://www.designboom.com/design/mona-kim-projects-uniqlo-windowinstallations/
Gucci window display - https://senatus.net/tv/gucci-window-display-in-milan/
Diverse Activewear - https://www.pinterest.co.uk/pin/761812093216075547/
Selfridges window display - https://www.selfridges.com/GB/en/features/articles/the-neworder/the-windows-of-the-future/
LS:N Global. (2021). LS:N Global. [online] Available at: https://www-lsnglobal-com.ntu.idm.oclc.org/ [Accessed 4 Mar. 2021]. Bibliography LUXUO. (2020). Gucci Replicates It’s Personalised In-Store Service Experience Through Live Stream. [online] Available at: https://www.luxuo.com/style/fashion/gucci-replicates-its-personalised-in-store-service-experience-with-an-all-new-video-shopping-feature.html [Accessed 1 Mar. 2021]. Acabada ProActiveWear (2019). Acabada Launches As The World’s First & Only CBD-Infused Activewear Brand. [online] Prnewswire.com. Available at: https://www.prnewswire.com/news-releas- Mintel. (2021). Global Consumer Trends 2021. [online] Available at: https://www.mintel.com/globes/acabada-launches-as-the-worlds-first--only-cbd-infused-activewear-brand-300904063.html al-consumer-trends [Accessed 1 Mar. 2021]. [Accessed 4 Mar. 2021]. Oclc.org. (2014). Sustainable Fabrics – A/W 15/16 Commercial Update - WGSN Fashion. [online] Acabada. (2021). Acabada ProActiveWear. [online] Available at: https://acabadaactive.com/ [Ac- Available at: https://www-wgsn-com.ntu.idm.oclc.org/fashion/article/55687 [Accessed 2 Mar. cessed 1 Mar. 2021]. 2021]. Bobila, M. (2019). Would You Wear CBD-Infused Activewear to Work Out? [online] Fashionista. Available at: https://fashionista.com/2019/09/acabada-cbd-activewear [Accessed 1 Mar. 2021]. Bobila, M. (2019). Would You Wear CBD-Infused Activewear to Work Out? [online] Fashionista. Available at: https://fashionista.com/2019/09/acabada-cbd-activewear [Accessed 4 Mar. 2021]. Bourn, J (2010). Meaning of The Color Pink |. [online] Bourn Creative. Available at: https://www. bourncreative.com/meaning-of-the-color-pink/ [Accessed 24 Feb. 2021]. CAAD Retail Design Barcelona | Diseño de espacios comerciales y visual merchandising. (2020). Window displays and visual merchandising: new trends after the covid. [online] Available at: https://www.caad-design.com/en/window-displays-and-visual-merchandising-new-trends-afterthe-covid/ [Accessed 24 Feb. 2021]. Color-Meanings.com. (2019). Best Colors for Gyms and Fitness Rooms. [online] Available at: https://www.color-meanings.com/best-colors-for-gyms-and-fitness-rooms/ [Accessed 24 Feb. 2021]. designboom | architecture & design magazine. (2011). mona kim projects: uniqlo window installations. [online] Available at: https://www.designboom.com/design/mona-kim-projects-uniqlo-window-installations/ [Accessed 1 March. 2021]. Fitzmaurice, R. (2021). 7 of the biggest fitness and wellness trends for 2021. [online] @EveningStandard. Available at: https://www.standard.co.uk/escapist/wellness/fitness-wellness-healthtrends-2021-b353501.html [Accessed 24 Feb. 2021]. Heart (2020). The best gymwear to buy in 2020: stylish and affordable activewear for women. [online] Heart. Available at: https://www.heart.co.uk/lifestyle/gym-wear-women-autumn-winter/ [Accessed 23 Feb. 2021]. Knapp, K. (2018). What Does Moisture-Wicking Mean? [online] REI Co-op Journal. Available at: https://www.rei.com/blog/hike/what-does-moisture-wicking-mean [Accessed 1 Mar. 2021]. Lapidos, R. (2019). I worked out in CBD-infused leggings—here’s what that *actually* entails. Well+Good [online] Available at: https://www.wellandgood.com/cbd-activewear/ [Accessed 2 Mar. 2021]. Lehava, N. (2019). Science Says You Should Wear These Colors Based on Your Workout. [online] Coveteur. Available at: https://coveteur.com/2019/02/04/which-color-to-wear-based-on-workout/ [Accessed 2 Mar. 2021]. Mintel. (2021). Global Consumer Trends 2021. [online] Available at: https://www.mintel.com/global-consumer-trends [Accessed 1 Mar. 2021].
Oclc.org. (2014). Sustainable Fabrics – A/W 15/16 Commercial Update - WGSN Fashion. [online] Available at: https://www-wgsn-com.ntu.idm.oclc.org/fashion/article/55687 [Accessed 2 Mar. 2021].
Oclc.org. (2017). Sustainability & Innovation: Polyester – the Push to Circular - WGSN Fashion. [online] Available at: https://www-wgsn-com.ntu.idm.oclc.org/fashion/article/89907 [Accessed 2 Mar. 2021].
Oclc.org. (2021). London & New York Fashion Week Men’s: Catwalk Need-to-Know A/W 21/22 - WGSN Fashion. [online] Available at: https://www-wgsn-com.ntu.idm.oclc.org/fashion/article/90373 [Accessed 3 Mar. 2021].
Oclc.org. (2021). Sustainability Bulletin: January 2021 - WGSN Fashion. [online] Available at: https:// www-wgsn-com.ntu.idm.oclc.org/fashion/article/89612 [Accessed 3 Mar. 2021].
Patternbank. (2021). Autumn/Winter 2021/22 Print, Pattern & Catwalk Trends – Patternbank. [online] Available at: https://patternbank.com/trends/autumn-winter-2021-2022 [Accessed 4 Mar. 2021].
Petter, O (2020) Sustainable activewear: How your gym kit is going green. (2020). The Independent. [online] 1 Feb. Available at: https://www.independent.co.uk/life-style/fashion/sustainable-activewear-gym-green-eco-friendly-carbon-footprint-a9287131.html [Accessed 28 Feb. 2021].
Rose, B. (2019). CBD Marketing 101: Strategies to Advertise Hemp Products (Creatively). [online] The BigCommerce Blog. Available at: https://www.bigcommerce.com/blog/cbd-marketing/#why-cbd-marketing-is-so-important [Accessed 1 Mar. 2021].
Selfridges.com. (2019). The windows of the future. [online] Available at: https://www.selfridges. com/GB/en/features/articles/the-new-order/the-windows-of-the-future/ [Accessed 1 Mar. 2021].
SENATUS. (2013). Gucci Window Display in Milan | SENATUS TV. [online] Available at: https://senatus.net/tv/gucci-window-display-in-milan/ [Accessed 25 Feb. 2021].
TALA. (2021). OUR FABRICS. [online] Available at: https://www.wearetala.com/pages/our-fabrics [Accessed 1 Mar. 2021].
Thebodyshop.com. (2021). Hemp | Range | The Body Shop®. [online] Available at: https://www. thebodyshop.com/en-gb/range/hemp/c/c00090?ds_kid=43700046042362503&utm_placement=Hemp&gclid=EAIaIQobChMIp7SakaCP7wIVRbDtCh1T_wi9EAAYASAAEgLMVvD_BwE&gclsrc=aw.ds [Accessed 4 Mar. 2021].
TIFFANY HILL STUDIO (2021). AUTUMN/WINTER 2021/22 FASHION TRENDS. [online] TIFFANY HILL STUDIO. Available at: https://www.tiffanyhill.co.uk/post/autumn-winter-2021-22-fashion-trends [Accessed 26 Feb. 2021].
Vuitton, L. (2017). Louis Vuitton: Duplex Store Now Open At Changi Airport Terminal 3. [online] BAGAHOLICBOY. Available at: https://bagaholicboy.com/2017/12/louis-vuitton-duplex-store-nowopen-at-changi-airport-terminal-3/ [Accessed 24 Feb. 2021].
Appendix
Interview Transcript
Interview 1 - Beth, 21
What do you think life will be like after lockdown?
I think that people will be more inclined to make reckless/impulsive decisions due to being locked up for most of a year. I think there will be a short buzz of fun and freedom followed by several years of financial hardship and unemployment
Do you think it will ever be the same
I think that life will go back to normal quicker than people think, people may be more aware about hygiene but it’s a concern that should have existed long before coronavirus
What has changed?
I hope that people are more understanding as right at the beginning of the pandemic there was a sense of unity. I think that lockdown has highlighted the complete disregard of students and the incompetence of the UK government.
What’s the first thing you will do after the lockdown ends on the 21st of June?
Go for drinks !
What clothes will you be wearing considering we have spent the majority of lockdown in joggers!
Lots of dresses, all of the clothes that I’ve online shopped for in lockdown but haven’t had the opportunity to wear yet
What do you think will be the biggest problems we will face once out of lockdown?
Not being able to get a job, social anxiety, and all of the problems that have been put on hold because of coronavirus such as climate change
Interview 2 - Julia, 21
1) I think and I’m Hoping that life will be similar to what it was. I feel that now we have the vaccine, this virus will turn into something like the flu and can be controlled, not letting it control our everyday lives.
2) I don’t think it will ever be the same because of the fear it has caused in people
3) how we interact with strangers has changed massively. Especially in the younger generation for example in the night out, you see them sharing drinks and food with not a care in the world whereas it will always be in the back of they’re minds. However within friends and family I don’t feel anything will change
4) the first thing I will do is give all my friends a big hug and kiss! I’ll enjoy mixing with different people and not worrying about catching the virus
5) if you asked me this a month ago I would have said clothes to cover me up but now I’ve started exercising and eating well, what I would usually wear in summer, small outfits
Concent Forms Research Methodology Table
