Trend Analysis

By understanding the lifecycle of a product, merchandisers can maintain profitable garments, which could potentially be used again the following year. Ultrafast fashion retailers make designs in small batches to test demand and if items prove to be successful, they can quickly be reproduced (Hendriksz, 2017). As part of a brands buying policy, before creating a new range, buyers and merchandisers will look back on past collections; analysing how successful the season has been for them. From this, a postmortem report is drawn up to summarise a range’s success, drawing meaningful conclusions to inform future development practices.

Miami Swim Week Monica Hansen Swimwear 2020 (fashionweekonline.com, n.d.)

New York Fashion Week 2019 Revival Swimwear (Pochin, 2019)

The fashion calendar can also contribute to the policy; highlighting key dates of fashion shows throughout the year. From this, mass market brands are inspired by influential designers and catwalk trends, creating diffused styles into affordable clothing.

“For apparel retailers, knowing what customers will want to wear next season is much more than just helpful information – it is a requirement for success.”

According to Blaszczyk and Wubs (2018:1), success in fashion involves the uncanny ability to psyche out trends and translate them into products that will win favour with the customer. Today, trend forecasters are the major providers of style information; identifying, evaluating and predicting growth in the industry’s target markets (Blaszczyk and Wubs, 2018:3). With the fashion market constantly changing, it is imperative for fastfashion companies to keep up with what the consumer wants, in order for them to buy into their products. Online trend forecasting platform WGSN, provides the fashion business with detailed analysis of industry trends.

Image: desenio.co.uk, n.d.

As Kim, Fiore and Kim (2013:1) state, “For apparel retailers, knowing what customers will want to wear next season is much more than just helpful information – it is a requirement for success.” Particularly, trend analysis is of interest to mass market design teams and retailers to whom speed is of the essence and time is short (Grose, 2011:34). Therefore, to inform the Missguided X Hideout range, S/S 2020 and 2021 WGSN forecasts are used to inspire design development.

Images: WGSN.com, n.d., vectorstock.com, n.d.

ABSTRACT TIGER

The “animal skin” was a core print in S/S 19, with leopard and cheetah print jumping 157% YoY; indicating continuous development for 2020 (Watkins, 2019). Missguided X Hideout demonstrates an abstract take on tiger print, with bold true-to-form colours that establish newness of animal skin print for the coming season.

DESIGN Forecasted as a key print for S/S 21 swimwear, tie-dye grew +192% YoY across S/S 19 new ins; with a contemporary adaptation from its past ‘hippy-dippy’ connotations (Maggioni and Petro, 2019). Using pastel colours teamed with a metallic shine, the print is ideal for the “glamourloving” Gen Z consumer. METALLIC PASTELS

Images: 123rf.com, n.d., ohpolly.com, n.d.

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Images: motelrocks.com, n.d.Palmer and Johnston, 2018, sewingmethod.com, 2018

ROSEWATER SHEEN

Fabric and textiles have also inspired swimwear design, as the third print adopts an iridescent sheen in the Pantone colour Rosewater. Taking inspiration from

WGSN’s women’s S/S 20 textile forecast (Palmer and Johnston, 2018), pastel tones which allude to a liquid surface create a youthful, futuristic flair on festival style.

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Images: Kennedy, 2018

STYLE

The Missguided X Hideout print’s come in a variety of bikini and swimsuit styles, enabling a mix and match feature for consumers. As an extended line, the swimwear has been adapted in accordance to WGSN’s Design Development report; identifying key trend pieces for S/S 2020.

According to retail data company, Edited, the bandeau top trend experienced a 52% increase YoY, becoming 2019’s favoured bikini style. Fashioned with high-waisted bottoms, the combination will reportedly “gain momentum as consumers covet minimalist silhouettes that can be integrated into summer wardrobes and worn in multiple ways” (Fenton, 2019). WGSN also recognised millennials are celebrating body confidence and increasingly favouring barelythere styles; reflected through the thong-style and high-rise bikini bottoms. 29

...“consumers covet minimalist silhouettes that can be integrated into summer wardrobes and worn in multiple ways”

Seen across the S/S season YoY, the bandeau swimsuit and low-scoop bikini top are classified as ‘staple’ products. Nevertheless, the continuous development of these products still need to be considered, as old formulas soon tire and quickly become dated (Jackson and Shaw, 2008:106). WGSN recognise how the bandeau swimsuit is set to gain popularity in 2020, with a high-rise leg feature that flatters all silhouettes. This adaptation is considered to be a “must-have” product for millennials (Fenton, 2018). As brands also increasingly look to Gen Z for potential market growth, the crop-top bikini is a key trend piece that “ticks all the boxes: fun and flirty, with Insta-ready appeal” (Fenton, 2019). Thus, incorporating these styles offers a balanced product mix for the target market level.