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Zhane Rose 201139115 DESN 2365
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contents
4. the trend 7. customer profiles 16. the brand 19. brand onion 21. committed 22. concept 25. colour 30. yarns + fabrics 33. key silhouettes 44. retailing fig.3
the trend
‘Clean to the Core’ is the trend identified with the focus on personal wellbeing. The rise in ‘self-care’ has derived from political uncertainty as well as increased environmental awareness and a sharp rise in stress levels (Mental Health, 2018), which has impacted mental and physical health. The pressures of work and fast-paced living has driven many people to re-examine their lifestyles and make adjustments to improve their quality of life. The trend has manifested itself in many ways. • Food and drink: people are eating and drinking cleaner. Some may choose to be vegan, but some may implement more organic meat and locally-sourced produce into their diets. Sobriety among young people is on the rise as they discover that their relationship with alcohol is not beneficial to their wellbeing. Sober events and festivals offer the nightclub and social experience without the presence of drugs and alcohol (Matei, 2019). • Beauty: The beauty industry has evolved to accommodate this lifestyle shift; clean beauty brands, and vegan products are growing in popularity. Traditional Asian health practices have been developed and Westernised through cosmetics, skincare and haircare products that come under ‘natural’ or ‘clean’. Consumers are demanding transparency from their products, thus pushing brands to be more selective with their ingredients. • Fashion: Recycled fabrics, ethical labour and social initiatives motivate socially conscious buyers (Park et al, 2017). Participants of this trend will be looking for products that have longevity and are unlikely to purchase from solely trend-driven brands. They may shop from sustainable brands, or business that have ethical ranges. However, these consumers may still engage with fast fashion, as long as the product range will still be stylish after one season. Brands that have a clean, no-fuss aesthetic attract many of those that live cleanly.
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customer profiles As different people may implement different parts of the trend into their lifestyle, Clean to the Core could apply to many consumers. Potential consumers have been narrowed down to 2. These consumers are divided by age demographics 24-34, and 35-50.
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customer one demographics o Female o Aged 35-50 o Full time employment/self employed o Above average income
psychographics o o
Sociable: • Spends quality time with her friends in intimate settings • Single, or if in a relationship has actively decided not to have children, so she can live her life for herself • Enjoys yoga and meditation to take her mind off of work Active:
o
Experiences: • Enjoys travelling to one place in particular, will potentially move there • Visits art galleries and exhibition spaces
o
Other: • • • •
Owns a property Enjoys fashion fundamentally, does not actively buy into trends Eats locally sourced/organic meat Enjoys eating out
geographics o
City-based for work but lives on outskirts with easy access
behavioural o o o o o
Not price sensitive: she will spend more when she really likes a piece Values quality over quantity Looks for flattering pieces that keep her youthful Prefers shopping instore, looks for staple pieces that can integrate in her wardrobe Other brands: Whistles, Jigsaw, COS
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moodboard
a day in the life
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ambitious | simplicity | healthy | balanced | luxury | busy
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customer two demographics o Female o Aged 24-34 o Full time employment/self employed o Average income
psychographics o o o
o
Sociable: • She will go from work to drinks • Also enjoys day activities with friends (fitness classes, pottery, brunch etc) Active: • Enjoys running/cycling • Does yoga/fitness classes Experiences: • Enjoys travelling • Values experiences over material things overall (e.g. she is not prioritising saving to buy a house) • Goes to gigs and sober club/bar events, food festivals Other: • Vegan/vegetarian • Enjoys fashion fundamentally, does not actively buy into trends • Walks to work/uses public transport • Houseshares/lives with flatmates
geographics o o
City-based Raised in a town/village, moved to city for university/work
behavioural fig.23
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o o o
Not too price sensitive: she will spend more when she believes its good value for money Active on social media Other brands: and other stories, zara
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moodboard: customer two
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a day in the life
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7.30am
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travel | social | self-care | creative | adventurous | conscious 6pm 14
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the brand
Mango was founded in 1984 in Barcelona (Mango Pressroom 2020), and continues to design in house at ‘El Hangar’ design centre in Spain. They are rooted in their Mediterranean essence, shown in the ease of their designs and aesthetics of their physical and online retail spaces. Mango recently opened larger selling spaces, with the average store size increasing by 54% since 2012 (Elven, 2019) The brand is growing at a steady and sustainable rate, with online turnover increasing by 15.4% in 2018 (Elven, 2019). New technology has allowed them to process 75,000 garments in an hour, tripling what it could previously do (Chitrakorn, 2019), meaning the brand has become ‘faster’. The power of online is now integral to Mango as it accounts for 23% of turnover (Hughes, 2020). Mango has focused on fast fashion since 2016, by bringing in new stock every 2 weeks (Misiri, 2016), but this aspect might not appeal to the environmentally conscious consumers. In 2016, Mango launched their #newprices edit which was priced around 15% less than the main collections. This was to push the brand down the fast fashion route and target a younger demographic (Wightman-Stone, 2016). Now the #newprices edit does not appear on the website, instead there is a ‘essential prices’ section. By dropping the hashtag that may alienate older consumers and changing the word ‘new’ to ‘essential’, Mango distances itself from the negative views of fast fashion. The brand is rated low on Trustpilot, scoring 1.5/5 (Trustpilot, 2020). Comments refer to bad customer service, which is an important aspect of marketing and might deter potential consumers even if they like the product range. Mango does bridges a gap between high-street and luxury; also known as middle market, or more preferably, mass-luxury (Posner, 2015, p.15). Mango says it caters to “urban women interested in fashion with a young spin” (Bennie, 2011), however in reality the brand personality is more sophisticated and mature. The brand has acknowledged that they appeal to older female consumers as well; “the target age… should be between 20 and 45” (Bennie, 2011). Mango adopts a mid-premium pricing strategy; competitive pricing in the middle market, as they have customers who can spend more than average on clothing.
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brand onion
100s of stores
focus on fit, not embellishments
updated classics
‘special prices’ sophisticated
comfortable
quality pieces
easy wearing classic modern
accessible
value for money
simple
chic
stylish
no fuss fashion forward
independent sustainability focus
“committed” range
admirable
style conscious
new + easy designs
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easy to navigate website
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committed
The brand launched its first Committed range in 2016. The range used regenerated and natural organic fibres, and was completed as part of the programme ‘Mango’s Take Action’ in which the brand has pledged to increase the clothing made from sustainable materials by 50% by 2022 (Rozas, 2018). Although they still retail garments under the Committed range, the range cannot be viewed online as pieces are integrated with other products. There has been no press coverage or editorials of the range since 2018. Mango may want consumers to have a seamless shopping experience, and not to segregate their potential consumers. It could be argued that they are distancing their socially conscious consumers by not highlighting this range. Therefore, this S/S 21 capsule collection will be retailed under the Committed range. Although both men and women can participate in this zeitgeist, being sustainable is considered to be more feminine (White et al, 2019).
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concept For S/S ‘21, there is evidence that there will be a return to home-made inspired clothing (Ross, 2019). This means rustic, craft-like pieces in neutral/warm colourways. The un-polished feel of WGSN’s HomeSpun trend (Ross, 2019) works well for Mango, as the brand is Mediterranean inspired. This style is simultaneously elegant and rustic, with rough and smooth textures. This trend is centred in sustainability, and therefore Clean to the Core. As the colour palette and silhouettes are relatively neutral, the pieces can be season-less so they have longevity. WGSN identified another trend, TransForm, which takes aspects of light and dark themes and balancing artificial and natural inspirations (Skliarova and Palmer, 2019). This trend influences this range with some of the textures and structures. Mango’s collections have featured a mixture of flowing, loose garments and fitted, tailored ones. This range is architecturally inspired, so structured pieces will remain important for Mango S/S ‘21. Mango’s product lines are often suitable for work, so tailored pieces in this range are vital.
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‘on the dune’
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colour
The colour palette consists of many warm tones, influenced by the natural landscapes of deserts and dunes. These warm colours conjure feelings of comfort and a rustic essence, but they are not dull. In a summer range it is important to have colours that make the wearer feel sunny and appropriately dressed. The presence of multiple brown colours is influenced by luxury brands that has filtered down to ready-to-wear and high street businesses (Boddy, 2019). The tones are supposed to be a representation of Mango’s Mediterranean heritage; the colour of the architecture, street style and art.
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As the range will be produced as part of Mango’s Committed range, the textiles used should be sustainable. Fabrics that are considered to be sustainable should be so from their extraction to disposal (Houget, 2014). Synthetic fibres (e.g. polyester and nylon) are made from non-renewable sources and are not biodegradable, and are not sustainable. The fibres and yarns for this range should not be too water-intensive, bio-degradable or recyclable, and the process for manufacturing them should not be harmful to workers or the environment as this is not sustainable (Muthu, 2017, p.2). The price point of the range will be slightly above the main ranges; this is to reflect the price of sustainable fibres.
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yarns + fabrics
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Organic cotton Uses less water to be produced than regular cotton (243l for 1 t-shirt compared to 2700l). No pesticides or synthetic fertilisers and therefore less water pollution. Many have pointed out that yields are less than that of conventional cotton, however research has shown that in years where there has been drought, organic cotton had matched the yields produced of conventional cotton (Rodale Institute, 2020). Organic linen Linen is perfect for SS21 (Ross, 2019), it is lightweight, resilient and drapes well (Behera, 2007). It is a natural fibre that is perceived to be elegant and luxurious compared to other plant fibres. It is a breathable fibre and allows air to circulate which keeps the wearer cool. It provides a textured look that is ideal for this range.
Organic cotton
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Organic linen
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Silk Chiffon
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Modal
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Merino wool
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Eco-lycra
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Eco-Lycra Rather than using elastane that is made from fossil fuels and does not break down, the Lycra T400 fibre solves many eco problems. This fibre is great for denim that required stretch. It is made from recycled materials like plastic bottles and plant-based materials (Lycra, 2018). Blends Linen-cotton is stronger than cotton and smoother than linen (Behera, 2007). Also more resistant to wrinkles than in their virgin state. Cotton-Eco Lycra blend will be used for jeans, denim is more comfortable when there is some stretch and Eco-Lycra offers a sustainable solution. Merino wool It is a 100% natural, 100% biodegradable and 100% renewable fibre, and it is wrinkle resistant and is breathable, so it is good for summer (Woolmark, 2020). Wool is durable, has flame-resistant properties and can be recycled (Muthu, 2017, p.6). Modal Lenzing Modal is the most eco-friendly type of modal; regenerated fibre made from dissolving wood pulp, and the process chemicals are recycled meaning there is less waste (Lenzing, 2020). It can be spun into fine yarns and produce soft-to-the skin fabrics. It “is wear resistant and can be machine washed and tumble-dried without shrinking� (Muthu, 2017, p.12) or becoming misshapen. Silk An all-natural fibre that creates a luxurious fabric. Its production has a low environmental impact, as the leaves silkworks feed on do not require pesticides or fertilisers (Muthu, 2017, p.139). However the larvae is killed during this process. This is the only fibre that harms an animal, however mulberry silkworms cannot survive without being fed and cared for by humans (Muthu, p.139). In this collection it will be made into a silk chiffon for the evening dress.
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key silhouettes
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the cut and sew twist tank Cotton and eco-Lycra blend. Invisible zip fastening on the side. Wide straps, double layered for extra support. Twist detailing on the bust. Sizes XS-XL
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the essential suit blazer
the shirred waist tee Cotton and eco-Lycra blend. Ribbed panel detailing on the side, shirred waist with ruched effect. Short-sleeved, and ribbed crew neck. Sizes XS-XL.
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Modal. Double breasted, structured shoulders and V notch lapels. 2 flap pockets on side. Recycled plastic buttons. Sizes 6-18 UK.
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the essential suit trousers Modal. High waisted, peg leg style trousers with seamed lined front. Ankle length. Zip and button fastening and slant style pockets. Sizes 6-18 UK.
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the essential tailored shorts Modal. High waisted, Bermuda style shorts. One pleat on front of leg and slant pockets. Metal clasp fastening and zip. Sizes 6-18 UK.
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the cropped flare trousers
the straight leg jean
Organic linen-cotton blend. Mid waisted cropped trousers with kick flare. Darts and silver metal side zip. Sizes 6-18 UK.
Organic cotton and eco-Lycra jeans. High-waisted full-length jeans in a straightleg fit. Side and back pockets, metal button and zip fastening. Waist sizes 24-36.
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the flounce midi skirt Organic linen and cotton blend. High waisted, wide waistband and panelled details. Midi length and flounced hem. Silver zip fastening at rear. Sizes 6-18 UK.
the pleated maxi dress Silk chiffon. Pleated sleeveless maxi dress with high neck. Invisible zip fastening at rear. Sizes XS-XL
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the oversized trench
the waistcoat dress
Trapeze shaped trench. Single breasted with 2 oversized pockets on front. Gathered sleeve with contrasting cuffs. Sizes S-L.
Merino wool. Sleeveless, one peaked lapel. Two toned design, 2 flip pockets and double breasted. Midi length. Sizes 6-18 UK.
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retailing
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fig.113 Mango’s online retailing campaign has the perfect tone in light of COVID-19. It is a creative direction that focuses on the interconnectivity of relationships through technology. It is a fun, playful tone with positive messages throughout, which would suit the tone of this range for S/S ’21. Visual merchandising in store should reflect the tone of ‘On the Dune’ with airy spaces and mannequins dressed in warm-coloured pieces. Window displays with a blue sky backdrop and a sand-covered floor will attract window-shoppers and mannequins posed together like a group photo is being taken will provoke interest. POS should consist of blown-up photos of campaign shots in the desert with a natural, candid feel and a stand of Mango-branded re-usable water bottles that are gifted with purchases over £70. The S/S ’21 Committed collection separated from the rest of the store, with a sign on the wall explaining how the range is sustainable and why sustainability and ethical manufacturing is important to Mango. The garment tags could be made from recycled cardboard as tt embraces the concepts of upcycling and repurposing (Skliarova and Palmer, 2019). On Mango’s website landing page the slider ‘new in’ section could be have short videos of the campaign. A link to a short documentary that follows the production of a particular garment from the S/S ’21 Committed range. On social media Mango should push the hashtag #committedwithMANGO and gain interest by using micro-influencers that fit their sustainable image like Matilda Djerf. The current technology driven creative direction Mango has put online could be taken into S/S ’21 with campaign images of models taking selfies together, and photos tagged #committedwithMANGO could feature in-store on the screens above tills alongside campaign shots.
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list of references Behera, B.K. 2007. Comfort and Handle Behaviour of Linen-Blended Fabrics. AUTEX Research Jounrnal. 7(1), pp.33-47. Boddy, J. 2019. North America Colour Trend Concepts S/S 21. [Online]. [Accessed 17 March 2020]. Available from: https://www.wgsn.com/content/board_viewer/#/83725/page/6 Hughes, H. 2020. Mango reports record full-year revenues as online sales surge. [Online]. [Accessed 2 April 2020]. Available from: https://fashionunited.uk/news/business/mango-reports-record-fullyear-revenues-as-online-sales-surge/2020031247940 Lycra. 2018. The Lycra Company launches Lycra® T400® Fibre with Ecomade Technology. [Online]. [Accessed 2 April 2020]. Available from: https://connect.lycra.com/en/News-and-Video/ Blog/2018/01/Keyhouse Matei, A. 2019. The rise of the sober curious: having it all, without alcohol. [Online]. [Accessed 17 Februrary 2020]. Available from: https://www.theguardian.com/lifeandstyle/2019/jul/01/sober-curious-alcohol-abuse Mental Health. 2018. Mental health statistics: stress. [Online]. [Accessed 17 Februrary 2020]. Available from: https://www.mentalhealth.org.uk/statistics/mental-health-statistics-stress Muthu, S.S. 2017. Sustainable Fibres and Textiles. United Kingdom: Woodhead Publishing Ltd. Park, H., Lee M.Y. and Koo, W. 2017. The four faces of apparel consumer: Identifying sustainable consumers for apparel. Journal of Global Fashion Marketing. 8(4), pp.298-312 Posner, H. 2015. Fashion Marketing. London: Laurence King Publishing Rodale Institute. 2020. Farming System Trials. [Online]. [Accessed 2 April 2020]. Available from: https://rodaleinstitute.org/science/farming-systems-trial/ Ross, A. 2019. Women's Style Trend Concepts S/S 21: HomeSpun. [Online]. [Accessed 10 April 2020]. Available from:https://www.wgsn.com/content/board_viewer/#/84305/page/5 Rozas, A.C. 2018. Mango’s journey towards sustainable fashion. [Online]. [Accessed 1 April 2020]. Available from: https://fashionunited.uk/news/retail/mango-s-journey-towards-sustainable-fashion/2018052429815 Skliarova, J. and Palmer, H. 2019. Women's Textiles Style Trend Concepts S/S 21: TransForm. [Online]. [Accessed 10 April 2020]. Available from: https://www.wgsn.com/content/board_viewer/#/84077/ page/1 Skliarova, J. and Palmer, H. 2019. Women's Textiles Style Trend Concepts S/S 21: HomeSpun. [Online]. [Accessed 10 April 2020]. Available from: https://www.wgsn.com/content/board_viewer/#/84080/page/1 Trustpilot. 2020. Mango. [Online]. [Accessed 17 April 2020]. Available from: https://uk.trustpilot. com/review/shop.mango.com White, K., Hardisty, D.J., Habib, R. 2019. The Elusive Green Consumer. [Online]. [Accessed 10 March 2020]. Available from: https://hbr.org/2019/07/the-elusive-green-consumer Woolmark. 2020. About wool. [Online]. [Accessed 10 April 2020]. Available from: https://www.woolmark.com/about-wool/wool-fibre/
list of figure references
Figure 1. Brands of the World. 2020. Mango Logo. [Online]. [Accessed 28 February 2020]. Available from: https://www.brandsoftheworld.com/logo/mango-5 Figure 2. Origgi, A. 2018. Photograph of Salvation Mountain, California. [Online]. [Accessed 2 May 2020]. Available from: https://unsplash.com/photos/ABmygVJcYgY Figure 3. Mango Pressroom. 2018. The everlasting days - S/S ‘18 collection. [Online]. [Accessed 28 February 2020]. Available from: https://press.mango.com/en/the-everlasting-days-spring-summer-18-collection_46671 Figure 4. Shevlin, H. 2016. Photograph of Coral Pink Sand Dunes State Park. [Online]. [Accessed 28 February 2020]. Available from: https://unsplash.com/photos/3B_NrzTjajc Figure 5. Mango. 2020. Beaded pendant earrings. [Online]. [Accessed 28 February 2020]. Available from: https://shop.mango.com/gb/women/jewellery-earrings/beaded-pendant-earrings_67002914. html Figure 6. Mango Pressroom. 2017. Committed Collection. [Online]. [Accessed 27 February 2020]. Available from: https://press.mango.com/en/committed-collection_9021 Figure 7. Hermant, B. 2018. Photograph of sand in Belgium. [Online]. [Accessed 28 February 2020]. Available from: https://unsplash.com/photos/1nDW7BjBj1s Figure 8. Wetton, D. 2019. Photograph of woman doing yoga. [Online]. [Accessed 25 February 2020]. Available from: https://unsplash.com/photos/t1NEMSm1rgI Figure 9. Guiney, N. 2018. Photograph of Notting Hill house. [Online]. [Accessed 28 February 2020]. Available from: https://unsplash.com/photos/asQmJZWmfgM Figure 10. Warman, S. 2018. Photograph of wine tasting. [Online]. [Accessed 27 February 2020]. Available from: https://unsplash.com/photos/rrYF1RfotSM Figure 11. Karina. 2018. Garlic Butter Baked Salmon. [Online]. [Accessed 28 February 2020]. Available from: https://cafedelites.com/sheet-pan-garlic-butter-baked-salmon/ Figure 12. Thought Catalogue. 2017. Photo of office desk. [Online]. [Accessed 27 February 2020]. Available from: https://unsplash.com/photos/505eectW54k Figure 13. Ran, R. 2017. Photograph of Shanghai Botanical Garden. [Online]. [Accessed 25 February 2020]. Available from: https://unsplash.com/photos/bBiuSdck8tU Figure 14. Wetton, D. 2019. Photograph of woman doing yoga. [Online]. [Accessed 25 February 2020]. Available from: https://unsplash.com/photos/t1NEMSm1rgI Figure 15. Getty images. 2020. Photograph of woman applying face cream. [Online]. [Accessed 25 February 2020]. Available from: https://www.gettyimages.co.uk/detail/photo/mature-woman-cleaningher-face-in-the-morning-royalty-free-image/1194318206 Figure 16. Godwin, S. 2019. Overnight oats. [Online]. [Accessed 25 February 2020]. Available from: https://www.bbcgoodfood.com/recipes/overnight-oats Figure 17. Rousseau, S. 2019. Photographer secretly documents people’s sleepy commutes on London’s underground. [Online]. [Accessed 25 February 2020]. Available from: https://metro. co.uk/2019/04/03/photographer-secretly-documents-peoples-sleepy-commutes-londons-underground-9099958/ Figure 18. Fresh Connection. 2019. Photograph of women signing contracts. [Online]. [Accessed 28 February 2020]. Available from: https://unsplash.com/photos/HJckKnwCXxQ Figure 19. Harrington, K. 2017. Photograph of LA restaurant. [Online]. [Accessed 28 February 2020]. Available from: https://unsplash.com/photos/yhn4okt6ci0 Figure 20. Siepman, J. 2019. Photograph of red wine. [Online]. [Accessed 3 March 2020]. Available from: https://unsplash.com/photos/t6gRlxOWKS4 Figure 21. Muleba, H. 2018. Photograph of woman in mirror. [Online]. [Accessed 28 February 2020]. Available from: https://unsplash.com/photos/NfpkqJ9314E Figure 22. Callapaza, J. 2018. Photograph of woman reading. [Online]. [Accessed 25 February 2020]. Available from: https://unsplash.com/photos/OrnJ6WsHBzA Figure 23. Mango. 2020. Shared moments. [Online]. [Accessed 1 March 2020]. Available from: https:// shop.mango.com/gb/women/edits/shared-moments-ss20
Figure 24. Lipke, T. 2019. Photograph of sand. [Online]. [Accessed 28 February 2020]. Available from: https://unsplash.com/photos/zd6ptDEc9PY Figure 25. The Little Plantation. 2017. Photograph of vegan sushi. [Online]. [Accessed 23 February 2020]. Available from: https://thelittleplantation.co.uk/blog/simple-vegan-sushi-recipe Figure 26. Getty Images. 2019. Photograph of group yoga. [Online]. [Accessed 25 February 2020]. Available from: https://www.wellandgood.com/bikram-yoga-near-me-new-york-city/ Figure 27. Pinterest. 2020. Photograph of woman in face mask. [Online]. [Accessed 25 February 2020]. Available from: https://www.pinterest.co.uk/pin/24699497943636599/ Figure 28. Pinterest. 2020. Photograph of plants. [Online]. [Accessed 25 February 2020]. Available from: https://www.pinterest.co.uk/pin/488499890832917074/ Figure 29. Pinterest. 2020. Photograph of line tattoo. [Online]. [Accessed 25 February 2020]. Available from: https://www.pinterest.co.uk/pin/237213105359722351/ Figure 30. Voros, B. 2016. Photograph of plane view. [Online]. [Accessed 25 February 2020]. Available from: https://unsplash.com/photos/jv15x2Gs5F8/info Figure 31. Pinterest. 2020. Photograph of three girls. [Online]. [Accessed 25 March 2020]. Available from: https://www.pinterest.co.uk/pin/312085449175005312/ Figure 32. Catherine, H. 2019. Photograph of woman in bed. [Online]. [Accessed 20 March 2020]. Available from: https://unsplash.com/photos/v5oafxFZQqc Figure 33. Laminto, K. 2018. Photograph of woman in mirror. [Online]. [Accessed 20 March 2020]. Available from: https://unsplash.com/photos/LL1vA5sUs6g/info Figure 34. Her. 2017. Photograph of croissant at desk. [Online]. [Accessed 20 March 2020]. Available from: https://www.her.ie/food/tasty-desk-breakfasts-can-buy-way-work-343208 Figure 35. Iven, W. 2015. Photograph of phone and laptop. [Online]. [Accessed 20 March 2020]. Available from: https://unsplash.com/photos/SpVHcbuKi6E/info Figure 36. Karkocha, W. 2019. Photograph of women eating outside. [Online]. [Accessed 20 March 2020]. Available from: https://unsplash.com/photos/9dBzb8Fq0yw/info Figure 37. Wicaksono, H. 2018. Photograph of woman on tram. [Online]. [Accessed 20 March 2020]. Available from: https://unsplash.com/photos/Q5cd002DNXs Figure 38. Mars, B. 2018. Photogaph of women in gym. [Online]. [Accessed 20 March 2020]. Available from: https://unsplash.com/photos/ZXq7xoo98b0/info Figure 39. Xu, H. 2019. Photograph of shower. [Online]. [Accessed 20 March 2020]. Available from: https://unsplash.com/photos/CY_wQGV7AlY Figure 40. Deluvio, C. 2017. Photograph of Netflix. [Online]. [Accessed 3 March 2020]. Available from: https://unsplash.com/photos/jtmwD4i4v1U Figure 41. Mango. 2020. Braided shopper bag. [Online]. [Accessed 13 April 2020]. Available from: https://shop.mango.com/gb/women/bags-shoppers/braided-shopper-bag_67014426.html Figure 42. Mango. 2020. Braided shopper bag. [Online]. [Accessed 13 April 2020]. Available from: https://shop.mango.com/gb/women/bags-shoppers/braided-shopper-bag_67014426.html Figure 43. Hermant, B. 2018. Photograph of sand in Belgium. [Online]. [Accessed 28 February 2020]. Available from: https://unsplash.com/photos/1nDW7BjBj1s Figure 44. Mango. 2020. Shared moments. [Online]. [Accessed 1 March 2020]. Available from: https://shop.mango.com/gb/women/edits/shared-moments-ss20 Figure 45. Rose, Z. 2020. Brand Onion. Own Image. Figure 46. Mango Pressroom. 2017. SUMMER 2017 PREMIUM COLLECTION. [Online]. [Accessed 1 May 2020]. Available from: https://press.mango.com/en/summer-2017-premium-collection_16071 Figure 47. Lipke, T. 2019. Photograph of sand. [Online]. [Accessed 28 February 2020]. Available from: https://unsplash.com/photos/zd6ptDEc9PY Figure 48. Social Cut. 2019. Photograph of beach items. [Online]. [Accessed 28 February 2020]. Available from: https://unsplash.com/photos/RBb-z4VN4o0 Figure 49. Leonardi, S. 2017. Photograph of desert. [Online]. [Accessed 1 March 2020]. Available from: https://unsplash.com/photos/SiT39VyfKl0 Figure 50. Pinterest. 2020. Yellow smear of paint. [Online]. [Accessed 1 March 2020]. Available from: https://br.pinterest.com/pin/61150507424088819/?lp=true
Figure 51. Stalter, B. 2019. Photograph of snake. [Online]. [Accessed 13 April 2020]. Available from: https://unsplash.com/photos/QUVeHdvStOo Figure 52. Afrimod Studio. 2020. Photograph of basket. [Online]. [Accessed 1 March 2020]. Available from: https://unsplash.com/photos/Ej73tcGcb_Q Figure 53. Pinterest. 2020. Red smear of paint. [Online]. [Accessed 1 March 2020]. Available from: https://br.pinterest.com/pin/435441857722415712/ Figure 54. Boer, I. 2020. Photograph of buildings in Rome. [Online]. [Accessed 1 March 2020]. Available from: https://unsplash.com/photos/S995jT4VaVs Figure 55. Engelsen, B. 2020. Photograph of library. [Online]. [Accessed 1 March 2020]. Available from: https://unsplash.com/photos/_4xMRMpKQ-o Figure 56. Hermant, B. 2018. Photograph of sand in Belgium. [Online]. [Accessed 28 February 2020]. Available from: https://unsplash.com/photos/1nDW7BjBj1s Figure 57. Coloro. 2019. Europe Colour Trends S/S 21. [Online]. [Accessed 28 February 2020 2020]. Available from: https://www.wgsn.com/content/board_viewer/#/83688/page/8 Figure 58. Coloro. 2019. Europe Colour Trends S/S 21. [Online]. [Accessed 28 February 2020 2020]. Available from: https://www.wgsn.com/content/board_viewer/#/83688/page/8 Figure 59. Coloro. 2019. Europe Colour Trends S/S 21. [Online]. [Accessed 28 February 2020 2020]. Available from: https://www.wgsn.com/content/board_viewer/#/83688/page/8 Figure 60. Coloro. 2019. Europe Colour Trends S/S 21. [Online]. [Accessed 28 February 2020 2020]. Available from: https://www.wgsn.com/content/board_viewer/#/83688/page/8 Figure 61. Coloro. 2019. Europe Colour Trends S/S 21. [Online]. [Accessed 28 February 2020 2020]. Available from: https://www.wgsn.com/content/board_viewer/#/83688/page/8 Figure 62. Coloro. 2019. Europe Colour Trends S/S 21. [Online]. [Accessed 28 February 2020 2020]. Available from: https://www.wgsn.com/content/board_viewer/#/83688/page/8 Figure 63. Coloro. 2019. Europe Colour Trends S/S 21. [Online]. [Accessed 28 February 2020 2020]. Available from: https://www.wgsn.com/content/board_viewer/#/83688/page/8 Figure 64. Coloro. 2019. Europe Colour Trends S/S 21. [Online]. [Accessed 28 February 2020 2020]. Available from: https://www.wgsn.com/content/board_viewer/#/83688/page/8 Figure 65. Coloro. 2019. Europe Colour Trends S/S 21. [Online]. [Accessed 28 February 2020 2020]. Available from: https://www.wgsn.com/content/board_viewer/#/83688/page/8 Figure 66. Leonardi, S. 2017. Photograph of desert. [Online]. [Accessed 1 March 2020]. Available from: https://unsplash.com/photos/SiT39VyfKl0 Figure 67. Raw, C. 2018. Photograph of orange wall in Liverpool. [Online]. [Accessed 15 April 2020]. Available from: https://unsplash.com/photos/_NEzKE6Zdp4 Figure 68. Maass, S. 2019. Photograph of Moroccan street. [Online]. [Accessed 15 April 2020]. Available from: https://unsplash.com/photos/TaAEwFFEF4Y/info Figure 69. Almanza, B.J. 2018. Photograph of wet soil. [Online]. [Accessed 15 April 2020]. Available from: https://unsplash.com/photos/nJwyDKcy1Cw Figure 70. Pownell, P. 2015. Photograph of swirling red rock. [Online]. [Accessed 15 April 2020]. Available from: https://unsplash.com/photos/SwIQu6xODrI Figure 71. Forestbird, J. 2018. Photograph of tree trunk. [Online]. [Accessed 15 April 2020]. Available from: https://unsplash.com/photos/xzPMUMDDsfk/info Figure 72. Coloro. 2019. Europe Colour Trends S/S 21. [Online]. [Accessed 28 February 2020 2020]. Available from: https://www.wgsn.com/content/board_viewer/#/83688/page/8 Figure 73. Coloro. 2019. Europe Colour Trends S/S 21. [Online]. [Accessed 28 February 2020 2020]. Available from: https://www.wgsn.com/content/board_viewer/#/83688/page/8 Figure 74. Coloro. 2019. Europe Colour Trends S/S 21. [Online]. [Accessed 28 February 2020 2020]. Available from: https://www.wgsn.com/content/board_viewer/#/83688/page/8 Figure 75. Coloro. 2019. Europe Colour Trends S/S 21. [Online]. [Accessed 28 February 2020 2020]. Available from: https://www.wgsn.com/content/board_viewer/#/83688/page/8 Figure 76. Coloro. 2019. Europe Colour Trends S/S 21. [Online]. [Accessed 28 February 2020 2020]. Available from: https://www.wgsn.com/content/board_viewer/#/83688/page/8
Figure 77. Coloro. 2019. Europe Colour Trends S/S 21. [Online]. [Accessed 28 February 2020 2020]. Available from: https://www.wgsn.com/content/board_viewer/#/83688/page/8 Figure 78. Day, J. 2019. Photograph of sunrise. [Online]. [Accessed 15 April 2020]. Available from: https://unsplash.com/photos/5YWf-5hyZcw Figure 79. Almasi, H. 2018. Photograph of meteor shower. [Online]. [Accessed 15 April 2020]. Available from: https://unsplash.com/photos/5ddKJB6fgTQ Figure 80. Owen, J. 2018. Photograph of sunflower. [Online]. [Accessed 15 April 2020]. Available from: https://unsplash.com/photos/kp7UTm2SyW4 Figure 81. Rivas, H.J. 2016. Photograph of blue structure. [Online]. [Accessed 15 April 2020]. Available from: https://unsplash.com/photos/1FxMET2U5dU/info Figure 82. Larry, J. 2017. Photograph of Mingsha Mountain, China. [Online]. [Accessed 15 April 2020]. Available from: https://unsplash.com/photos/7uvixXrQkfw Figure 83. Hamilton, J. 2017. Photograph of orange clouds. [Online]. [Accessed 15 April 2020]. Available from: https://unsplash.com/photos/jR311W7n9fk Figure 84. Bloom, S. 2017. Photograph of desert landscape in New Mexico. [Online]. [Accessed 15 April 2020]. Available from: https://unsplash.com/photos/nKtPvAxAXhU Figure 85. Mazi, A. 2018. Photograph of grey high-rise building in Osaka. [Online]. [Accessed 15 April 2020]. Available from: https://unsplash.com/photos/6148mnVnY-s Figure 86. Salzarulo, J. 2016. Photograph of grey pebbles. [Online]. [Accessed 15 April 2020]. Available from: https://unsplash.com/photos/wtjrpjZABcQ/info Figure 87. Robert, P. 2018. Photograph of cracked ground. [Online]. [Accessed 15 April 2020]. Available from: https://unsplash.com/photos/amojb6lvIwU Figure 88. Czerwinski, P. 2018. Photograph of grey wall. [Online]. [Accessed 15 April 2020]. Available from: https://unsplash.com/photos/APVgVX_yDDc Figure 89. Crew, T. 2018. Photograph of grey ceramics. [Online]. [Accessed 15 April 2020]. Available from: https://unsplash.com/photos/YA2E3d7a9Wo Figure 90. Coloro. 2019. Europe Colour Trends S/S 21. [Online]. [Accessed 28 February 2020 2020]. Available from: https://www.wgsn.com/content/board_viewer/#/83688/page/4 Figure 91. Coloro. 2019. Europe Colour Trends S/S 21. [Online]. [Accessed 28 February 2020 2020]. Available from: https://www.wgsn.com/content/board_viewer/#/83688/page/8 Figure 92. Coloro. 2019. Europe Colour Trends S/S 21. [Online]. [Accessed 28 February 2020 2020]. Available from: https://www.wgsn.com/content/board_viewer/#/83688/page/8 Figure 93. ZSFabrics. 2020. Organic Cotton Fabric Swatch. [Online]. [Accessed 2 May 2020]. Available from: https://www.zsfabrics.com/store/p120/ORGANIC_COTTON_FABRIC_%28DUCK_WEAVE%29_%233%2C_16x08%2F84x28%2C_188_GSM.html Figure 94. Mango. 2020. Linen-blend culotte trousers. [Online]. [Accessed 1 March 2020]. Available from: https://shop.mango.com/gb/women/trousers-palazzo/linen-blend-culotte-trousers_67054400.html Figure 95. Bodikian Textiles. 2020. Silk Chiffon Swatch. [Online]. [Accessed 2 May 2020]. Available from: https://bodikian-textiles.com/product/light-grey-silk-chiffon-fabric/ Figure 96. Beaut4ecotex. 2020. Modal fabric swatch. [Online]. [Accessed 2 May 2020]. Available from: http://www.beaut4ecotex.com/products/eco-modal-fabric-textile/100-modal-woven-fabrics.html Figure 97. Unitex Factory. 2020. Merino swatch. [Online]. [Accessed 2 May 2020]. Available from: https://www.unitex-factory.com/merino-wool-fabric/ Figure 98. eBay. 2020. Bamboo Lycra. [Online]. [Accessed 2 May 2020]. Available from: https:// www.ebay.co.uk/itm/Bamboo-Cotton-Lycra-Jersey-Knit-Fabric-Eco-Friendly-4ways-spandexSmoke-Gray-/182295967015 Figure 99. Shevlin, H. 2016. Photograph of Coral Pink Sand Dunes State Park. [Online]. [Accessed 28 February 2020]. Available from: https://unsplash.com/photos/3B_NrzTjajc Figure 100. WGSN. 2020. Cut and Sew vest. [Online]. [Accessed 10 April 2020]. Available from:
https://www.wgsn.com/library/results/c368a4dad0a57b8e571aa0d1aa62edd4/cut%20and%20 sew Figure 101. WGSN. 2020. Oversized tee. [Online]. [Accessed 10 April 2020]. Available from: https://www.wgsn.com/library/results/c368a4dad0a57b8e571aa0d1aa62edd4/%5ETee%2FT-Shirt Figure 102. WGSN. 2020. Blazer. [Online]. [Accessed 10 April 2020]. Available from: https:// www.wgsn.com/library/results/c368a4dad0a57b8e571aa0d1aa62edd4/blazer Figure 103. WGSN. 2020. Tailored Trousers. [Online]. [Accessed 10 April 2020]. Available from: https://www.wgsn.com/library/results/c368a4dad0a57b8e571aa0d1aa62edd4/blazer Figure 104. WGSN. 2020. Tailored shorts. [Online]. [Accessed 10 April 2020]. Available from: https://www.wgsn.com/library/results/c368a4dad0a57b8e571aa0d1aa62edd4/shorts Figure 105. WGSN. 2020. Cropped flares [Online]. [Accessed 10 April 2020]. Available from: https://www.wgsn.com/library/results/c368a4dad0a57b8e571aa0d1aa62edd4/flare Figure 106. WGSN. 2020. Ankle grazer. [Online]. [Accessed 10 April 2020]. Available from: https://www.wgsn.com/library/results/c368a4dad0a57b8e571aa0d1aa62edd4/jeans Figure 107. WGSN. 2020. Flounce hem skirt. [Online]. [Accessed 10 April 2020]. Available from: https://www.wgsn.com/library/results/c368a4dad0a57b8e571aa0d1aa62edd4/flounce Figure 108. WGSN. 2020. Pleated dress. [Online]. [Accessed 10 April 2020]. Available from: https://www.wgsn.com/library/results/c368a4dad0a57b8e571aa0d1aa62edd4/pleated%20 dress Figure 109. WGSN. 2020. Oversized trench. [Online]. [Accessed 10 April 2020]. Available from: https://www.wgsn.com/library/results/c368a4dad0a57b8e571aa0d1aa62edd4/lizzy Figure 110. WGSN. 2020. Waistcoat dress [Online]. [Accessed 10 April 2020]. Available from: https://www.wgsn.com/library/results/c368a4dad0a57b8e571aa0d1aa62edd4/lizzy Figure 111. Mango. 2020. New Now. [Online]. [Accessed 6 May 2020]. Available from: https:// shop.mango.com/gb/women/new-now_d71927648 Figure 112. Lipke, T. 2019. Photograph of sand. [Online]. [Accessed 28 February 2020]. Available from: https://unsplash.com/photos/zd6ptDEc9PY Figure 113. Hermant, B. 2018. Photograph of sand in Belgium. [Online]. [Accessed 28 February 2020]. Available from: https://unsplash.com/photos/1nDW7BjBj1s Figure 114. Instagram. 2020. Matilda Djerf. [Online]. [Accessed 7 May 2020]. Available from: https://www.instagram.com/p/B_fpr1WHDnU/ Figure 115. Mango Pressroom. 2018. THE EVERLASTING DAYS - SPRING/SUMMER ’18 COLLECTION. [Online]. [Accessed 18 April 2020]. Available from: https://press.mango.com/en/the-everlasting-days-spring-summer-18-collection_46671 Figure 116. Mango. 2020. New Now. [Online]. [Accessed 6 May 2020]. Available from: https:// shop.mango.com/gb/women/new-now_d71927648
Module: DESN 23265 – Trends and Forecasting - Credits: 20 Feedback/reflection/action Record Sheet Student Name: Zhane Rose Wins | Challenges | Fails End Week 14 Feedback and reflection: -
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This week I completed an interview of a fellow Fashion Marketing student and developed a consumer profile. I was able to delve deep into what was important to her, what her fashion needs were in relation to her lifestyle and emotional motivations. She values quality and comfort most, and has a simple, minimal style and loves athleisure trends and denim. I am meant to choose a brand this week/next week but I am struggling with which direction to go. Whether to choose a smaller independent brand, or wholly sustainable brand, a luxury brand or a high-street brand. Clean to the Core could be applied to any of them as different people implement different elements of clean living into their lifestyle.
End Week 15 Feedback and reflection: Wins, challenges, fails…. -
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I have narrowed it down to two brands: House of Sunny and Mango. House of Sunny is a much smaller brand that retails solely online. They release only 2 collections a year and are priced higher than Mango. Their collections are quirkier and a rooted in sustainability; they use vegan leather and fur. USP: Quirky prints, interesting silhouettes and fun styling. Mango is massmarket luxury, that targets a slightly older age cohort than House of Sunny. I feel it would be easier to go for Mango as they are well known and have a lot of product history to refer to. USP: High-quality versatile clothing that lasts longer than a season with trendy accents. Talked to the group I worked with last semester, everyone seems to have very different ideas with what brand they are going for. Outdoor and luxury brands; neither of which I think I am going for. Unsure as to whether this is good or bad! Trends & Forecasting 2365
Your Actions: What are you going to do next? How do you respond the issues from the past week? -
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I feel like parts of the interview and consumer profile relate to Clean to the Core; minimal, quality over quantity, and styles that last. I will bring this further when researching what brand to do. Maybe it is not all about the fabrics used, but the timelessness of the styles? Carry on looking at brands and narrow it down, evaluate and then decide.
Your Actions: What are you going to do next? How do you respond the issues from the past week? -
I need to decide whether to go for Mango or House of Sunny. As it stands I am leaning towards Mango but I need to get of the ‘indecision roundabout’ over the next two days so I can get started on in-depth research.
End week 16 Feedback and reflection: Wins, challenges, fails…. -
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I decided on Mango and got a lot of research done. There is a lot of press coverage about the brand and their sustainable collection a couple of years ago. This will be good to talk about in the in the forecasting package as it related to Clean to the Core. I produced 3 consumer profiles as I feel like Mango caters to different types of women. 1. Young professionals, 2. Successful, mature women who are sure of themselves and value quality over quantity. and 3.Mothers who are relatively well-off and work part time, and appreciate wearing nice clothes. I ended up creating just 2 moodboards because I think consumers 1 and 2 are more accurate. I forgot to reference every image and need to go back to look for image sources
End week 17 Feedback and reflection: Wins, challenges, fails…. -
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I read everything on WGSN about S/S ’21 and some articles on Vogue. I am still confident about my desert mood; earthy, warm and natural is the concept. But I don’t want it to be too flowy/bohemian, so I may incorporate elements of TransForm, which has elements of darkness/harshness to contrast the lightness/softness of my concept. I feel a bit overwhelmed with fabrics/yarns. There’s a lot of information and many ‘sustainable’ fabrics are flawed and not wholly eco-friendly.
End week 18 Feedback and reflection: Wins, challenges, fails…. -
I have almost finished putting the visuals together for the presentation. I have had one assessment centre this week and I have one the day after the presentation, and I have an MCQ to revise for so I am struggling to juggle everything. Trends & Forecasting 2365
Your Actions: What are you going to do next? How do you respond the issues from the past week? -
I am going to start looking at colour forecasts on WGSN to get an idea of what I’m going for and what colours work with the concept. I am thinking a western/desert feel to the range that is rooted in nature. WGSN has 2 trends; HomeSpun and TransForm that I feel tie Clean to the Core, my 2 consumers and Mango together really well.
Your Actions: What are you going to do next? How do you respond the issues from the past week? -
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I need to research more into fabrics and yarns. I know I want a knitted piece but I am not sure what kind of wool to go for as this is for Spring/Summer Finalise the concept and start the presentation layout. Reference all the images from the moodboard.
Your Actions: What are you going to do next? How do you respond the issues from the past week? -
I need to finish the presentation and rehearse what I am going to say alongside it. I know I don’t have much time to speak to I need to be concise, and I don’t want to hold any paper/cue cards
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I feel more confident about yarns and fabrics and have narrowed some down. I understand that organic cotton is not wholly sustainable but I feel it will best fit into the range and Mango because they have used it before.
End week 19 Feedback and reflection: Wins, challenges, fails…. -
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The presentation went well. Claire gave me good feedback and told me to make sure I look for fabrics and yarns that add the texture I am going for in my concept. I did have some technical issues but I didn’t use any cue cards and felt confident presenting! I focused on 1 consumer due to time limit and I had other things to cover. I completed a day in her life and moodboard to get a feel of her and her motivations/values/lifestyle. I did a weighted palette using Coloro and WGSN which I feel conveyed my mood well. I also talked about the committed range because I feel that is important to the package and I think this range plan will be completed under the ‘committed’ name.
End week 20 Feedback and reflection: Wins, challenges, fails…. -
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I put a lot of focus into the presentation but did not produce much writing to put into the package. I have bits and pieces of research but nothing too coherent at the moment, which I feel I should have done as I went along. I feel like I have not made much progress this week. I should be able to use some of the same visual content in my package, as I really liked how the presentation came out.
End week 21 Feedback and reflection: Wins, challenges, fails…. -
I completed a lot of written and visual work this week. Like I said last week, I had bits and pieces of research so I was able to put that together and make it flow. Trends & Forecasting 2365
Your Actions: What are you going to do next? How do you respond the issues from the past week? -
I will use Claire’s feedback to revise the fabrics I am using. I also need to put things together for the package as I do not have much tangible work yet.
Your Actions: What are you going to do next? How do you respond the issues from the past week? -
I am going to focus solely on this module for the next few days and write up about Clean to the Core, the brand history and the consumer profiles (I do have most of this section written up)
Your Actions: What are you going to do next? How do you respond the issues from the past week? -
I want to adapt some of the CADS so I can have the details that really fit Mango’s essence and product ranges.
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I’ve used InDesign for my layout, which I have really enjoyed doing. It motivates me to get more written work together when I can see the vision for my layout. I wanted to have a minimal look with graphic/sandy accents so I hope I achieve this at the end. I have looked at WGSN CAD flats and there are so many to choose from. I have bookmarked the ones I think will work for this range, and will narrow it down soon.
End week 22 Feedback and reflection: Wins, challenges, fails…. -
Due to COVID-19 I have been a bit all over the place! Some days I am really productive but some days I struggle to focus. Thankfully I have completed a lot of work for the package and it is coming together now. I have chosen my designs, adapted them on Illustrator and added the colours from my palette. I am happy with the range at the moment, but I haven’t got an evening piece yet, which I think is missing from the range.
End week 23 Feedback and reflection: Wins, challenges, fails…. -
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I have almost finished the assignment. I feel happy with it, and I am glad the word count was extended as I struggled to cut things out. I do think I am concise in what I have to say in the package. I had to reference all of my figures at once as I only has about 1/3 of them fully referenced. I should have done it like I do my citations; as I go along so I don’t have so much to do at the end
Your Actions: What are you going to do next? How do you respond the issues from the past week? -
Over Easter I am going to finalise the range, complete the fabric swatches and just generally work on the assignment.
Your Actions: What are you going to do next? How do you respond the issues from the past week? - Before I submit I need to finish the retail aspects, which I changed from my original plan having been inspired by Mango’s current online creative direction. I don’t have many words left so I will use visual aids to get across the vision I have for instore POS and campaign shots.
Please submit completed copies of these sheets with all coursework at the end of this module.
Trends & Forecasting 2365
