AA New Society NEW SOCIETY RECONNECT. A/W 21/22
Elle Thornton, Vicki Deathridge, Ella Bell & Mia Stern
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Contents CONTENTS Our Concept / A New Society 3 Key Trend Drivers / Innovators 5 Activewear Trend 12 In-Store & Digital VM 20 Closing 24
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A New Society
Spending time with loved ones
No pressure
Falling back in love with the outdoors
Ethical
Warmth
Sustainablity
Connecting through the outdoors
Muted brights
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Connecting through the outdoors
Outdoors Virtual try-on Eye-catching
Green
Sustainable
Parks Ethical
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KEY DRIVER ONE
Lockdown
Lockdown has driven the trend of activewear and loungewear massively. From dressing formally through the week and then dressing up on the weekend, our wardrobes now don’t have much differentiation. Activewear has been found to boost your cofidence and motivation levels. The more you wear your activewear, the more likely you have to feel energetic and driven.
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KEY DRIVER TWO
Fitness& Technology In 2019 alot of people were working, attending school, college, university etc. We were pretty busy people until 2020 hit and our whole timetables turned upside down. Exercise became a big priority to people whether it was just going for works, or watching Chloe Ting’s fitness videos, either way exercise increased massively. Not only for physically benefits, but also mental ones, having a goal to achieve in fitness has helped many people get through these lonely lockdowns. Apple watches have become part of the drive towards better health and fitness. Apple shipped 7.6 million smartwatches worldwide in the first quarter of 2020, according to recent data from Strategy Analytics, an increase of 23% compared to 6.2 million in the first quarter of 2019. Apple watches aren’t just for people into fitness, nor is that their only function. However the product has increased the activity of exercising with friends or against, through being able to connect via apple watches.
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KEY DRIVER THREE
Sustainability Sustainability is increasing in every sector of life which is great. People are much more aware of the negative impact the fashion industry has on the planet, so brands are using sustainability to offer a new look on fashion. After asking around 500 people aged 18-26 if they would be more likely to buy fashion if it was sustainable, 78% of people said yes. Sustainable materials can be expensive to produce and buy, so it helps to start with sustainable packaging, like using biodegradable bags. The American market for active clothing is the largest in the world with a sales share of 36% (Sustainable Sportswear Market Growth Analysis, 2021).
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(The 2020 Conscious Fashion Report, 2021)
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INNOVATOR’S
Influencer’s Influence
@MOLLYMAEHAGUE 5.2 MILLION
@JESSHUNT2 1.3 MILLION @NAOMIGENES 892k
@JORDANLIPSCOMBEE 525k
@LIDIABAYLISZULLO 119k
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FIT AND SHAPE
Cut out
The trends in fit and shape we will see in 22/23 are gender inclusive styles, architectural shapes and surreal disproportions. A big trend we will see in activewear is cutouts that are playful and go against the norms. These kinds of styles are also celebrating the female form by enhancing curves.
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FIT AND SHAPE
Comfort Consumers will demand styles that offer comfort and ease as well as catering for multi purposes. Elevate core shapes with modern details to elevate, adding newness in fabrication and trim choices. Silhouettes take inspiration from catwalks, bringing sportswear closer to womenswear more so than ever before. (AUTUMN/WINTER 2021/2022 WOMEN’S SPORTSWEAR TRENDS, 2021)
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Cut out
Combi ni ng femi ni ne el ements to acti vewear for cons umer s to feel conf i dent. T he el ement of comfor t makes acti vewear mul ti fucti oni ng.
Silhouettes
Comfort 14
MATERIAL
Raw Essentials As consumers become more aware of sustainability and the provenance of raw materials, they will shift focus towards eco options. Fibre & yarn: A heavier weight and softly textured surface highlights recycled irregularity. Embrace soft marl effects, as seen at Nike, to reiterate this. Hemp fibres will also offer a renewable alternative to cotton, cutting back on water waste.
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MATERIAL
Biodegradable Biodegradable materials leave no trace at the end of their lifecycle making them compostable. Brands should be using materials such as hemp as an alternative to cotton. Hemp is: • Durable • Breathable • Antibacterial Workout wear brand Aqua Vida uses hemp to make their yoga pants in order to attract an eco concious consumer.
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Hemp
Yarn
Sustainable 17
THE FUTURE COLOUR TRENDS
A/W 21/22 "Warm, earthy colours are working their way into fashion at a very fast pace, the colours on the rise will likely include mustard yellows, and deep browns.” - Insider
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Warmth
Muted Brights
Autumnal
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WHOLESALE STRATEGY IN-STORE & DIGITAL VISUAL MERCHANDISING
HUMAN CONNECTION A method of visual merchandising which will encourage consumers to reconnect with brands physically and virtually as we look ahead to a post-Covid-19 world.
Key Drivers • Authenticity • Technology • Reconnecting • Sustainability • Pandemic
Lexicon • Authentic • Sustainable • Reconnecting • On-Brand • Physical Presence • Virtual Reality • Safe space • ‘Normality’ • Interactive • Experiential • Honest
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Connecting the brand to it’s consumer is an important driver of this trend as it’s been so long since consumers have had an immersive and interactive experience with brands. Technology such as Consumer Surveillance will allow brands to navigate their consumer’s experience in-store and digitally to create a personal connection.
Seph Lawless' photography series captures the decline of one of the biggest symbols of American consumerism—the shopping mall.
Samsung Galaxy Showcase Store, Tokyo. Designed by Tokyujin Yoshioka.
Materials Experience Centre by Bylu Design, designed to have no fixed elements, allowing change and adaptation.
‘We look to understand who a person is, based on where they’ve been and where they’re going, in order to influence what they’re going to do next.’ -Elina Greenstein, executive, GroundTruth
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Technology will be at the forefront of this trend as brands adapt to a virtual existence. Digital infrastructure such as Augmented Reality, Virtual Reality, QR Codes and Virtual Try On’s will support a brand’s physical infrastructure by creating a safe and hygienic space for consumers to interact in.
The Dematerialised is a blockchain-powered digital marketplace for virtual fashion assets.
Pop-up X Department Store, exploring a non-contact retail experience by Nikita Kay
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Lumi ID, QR Scanner
Consumers will demand authenticity from brands as well as inclusivity and transparency. The space should be hones, onbrand and communicate a clear message and story to it’s consumer of who they are and how they work.
‘I believe we are missing out on the other social and emotional factors which people are really looking for in order to connect with a brand.’ Dr Dimitrios Tsivrikos, a consumer and business psychologist at University College London (UCL). Glossier NY Flagship Store
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CONCLUSION
Reconnect.
In conclusion we have found that whilst exercise is on the rise due to drivers like the pandemic, activewear is turning away from being only practical. We believe activewear will include feminine elements and details such as cut-outs.Whilst staying in an autumnal colour palette with muted brights that radiate high fashion with touches of vibrance and excitement. With sustainability on the rise, it’s important to not only consider more sustainable fabrics and outcomes but also trying to standout whilst other brands compete to be the loudest. Free People should create a space dedicated to the brand showing the consumer their brand values and aesthetic. -Honest and authentic. -Using new technology to make in-store shopping safe, accessible and interactive. -Using technology to Reconnect people, not only through Visual Merchandising but through clothes.
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