TREND CONCEPTS YEAR 2020
For this project, I was asked to create 3 trend concepts based on a new, relevant consumer group for the 2020 ASOS White alternative occasion wear market sector. Trend concepts include titles, season, color palette, silhouettes, fabrics, & collaborations on how trends can be successfully implemented within the company for the new consumer.
Category: ALTERNATIVE OCCASION WEAR
‘CAUSE I SLAY, ALL DAY.
AGE 25 - 35 years young Bachelor’s degree 6Ok/year Working a 9-5 + passion work On the go woman NO CHILDREN Big girl job; more DISCRETIONARY INCOME NYC girl with many entertainment options CELEBRATING POLITICS, not dreading them Participates in many WORK EVENTS & WEDDINGS Prefers a unique approach to occasion wear SOCIALLY AWARE & culturally driven Prefers to shop from the convenience of her home Appreciates effort but VALUES COMFORT REFINED but listens to trap music Enjoys shopping at Shopbop, Revolve, & Zara Seeks to BE EMPOWERED and empower others Preferred media channels: The CUT & Refinery 29 Artists of the time include Beyonce, still.
Major influences include causality derived from comfort driven preferences. Though this consumer appreciates comfort, she sees the importance in dressing up & having media worthy looks. The low-level occasion wear market will reach a shift as consumers choose more versatile key pieces rather than lace dresses & suiting options. Market drivers include increase in income & change in political landscape. As minimum wage continues to rise & this generation chooses to opt out of parent hood, more discretionary income will be left over to circulate back into the economy. As the technology industry continues to increase, consumers aim to unplug & are focused on community. Activities & events will become more prominent & social media won’t be as excessive. High end brands will continue to offer more inexpensive options & seek to relate to their consumer on multiple digital platforms, this is why ASOSwhite is already ahead of the game.
MARKET SECTOR
TREND CONCEPTS FOR
ELEVATED
+ SPORT ROCOCOSPRING/SUMMER Casual & Sporty Glamour OUT OF FOCUS florals Gathered fabrication techniques Sporty COLOR BLOCKING LACE up details Vertical lines & stripes
ROCOSPORT.
OLIVE
COBBLER
MIDNIGHT MAUVE
BLUE IVY
COLOR PALETTE
oh what fun.
TROPHY GOLD
POWER PUFF PINK
CAUTION
LILAC LILLY
WHEN FASHION GIRLS SEND NUDES SPRING/SUMMER
Flesh tones inspired by you. Key elements of design: FLUIDITY & EASE EFFORTLESS Drape Patch work shades UNDERSTATED Sensuality
REDEFINING NUDE.
BLONDETTE BRONZE
ROSE’
EBONY UMBER
CHESTNUT
COLOR PALETTE
MILK PEACH
COLLABORATION
ASOS X FENTY BEAUTY PRODUCT LAUNCH
SHINE...ALL YEAR LONG AUTUMN/WINTER/SPRING/SUMMER Sequin & embellishments for festive OCCASIONS that aren’t NYE Strategically placed to ELEVATE the most casual fabrics & silhouettes Knitwear, jersey fabrics, utility fabrics & leisure materials Baggy silhouettes & MINIMAL design qualities
EMBELLISH ME.
COLOR PALETTE NOAHS ARC
RUBY
TECHY
CARGO
TURQ
TANGERINE
SHEENDAZE
COLLABORATION
x
REFINERY29 x ASOS pop-up shop Immersive experience & exclusive collection Concept based content on Refinery29.com
THANK YOU. Project by Whitney Sylvain
whitneysylvain.com