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THE ore Ff O R E CcaA S stT I in N G g

Ruth Rangel / 1401364 / EFMM6005: Trend Forecasting & Concept Development


Contents Brand Introduction PAGES: 4 - 5

Trend Introduction PAGES: 6 - 7

Consumer Profile PAGES: 8 -9

Trend I PAGES: 10 - 17

Trend II PAGES: 18-25

Trend III PAGES: 26 - 33

THE ore Ff O R E CcaA S stT I in N G g

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Figure 1: Victoria Song 4 Walls Concept Image by Hee Jin Min

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THE ore Ff O R E CcaA S stT I in N G g

The Vault / vɔːlt /

‘Where the future is stored’

We create new perspectives and inspire innovation for our clients. The Vault goes beyond a trend forecsting agency, focusing on curating consumer led analysis to provide brands with accurate and a rooted understanding on what consumers want.

Providing insight overview on new consumer needs, with bespoke services on trend forecasting, branding strategies and marketing campaigns for our clients.

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Brand Philosophy Rather than foretelling the future we visuallise potentials. Our approach is tailored uniquely to the client’s needs. We pride ourselves in inspiring clients with ideas to take their brands further in towards a thriving future, where there is a fruitfull relationship between them and their customer. Our mission is to help brands plan for the future, using various research methods to gain a clear overview of how their consumer behaves and reacts to changes.

Like a dictionary, we aim to become brands go to reference point to define future trends.

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Introduction /ˌɪntrəˈdʌkʃ(ə)n/ In a time where the feelings of uncertainty and conflict is prevelant, consumers are stading up and creating their ideal future. Britain will soon be facing the outcomes of leaving the Europian Union and it’s affects on an already unstable economy. “The events of 2016 have left Britain a nation divided” (Sky, 2017) Harry Carr reports on how only 11% of Britons feel that the government is doing a good job on Brexit. There is a big fear of the different, with the ever-changing social shifts with gender fluidity and equality and clashes of religious and political views.

With negative sentiment all around not only affecting political matters but also communities, we will see fashion take on the role of the moodsetter in 2018/19. Consumers are far more cautious of their surroundings and who they are putting their trust in, especially when it comes to their spending habits. They are far more aware of where products are sourced and have a greater interest in the cycle of the products they choose to buy and consume.

Taking this into account, consumers will be using fashion as a mechanism to better cope with the negativity in the world. Through our research, The Vualt has found that A/W 18/19 will be the time where consumers will be looking for comfort, safety and freedom. These ideas have been narrowed down to the following:

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Armour

Figure 2: Not Just a Label by Marta Jakubowski

Heavily driven by social issues such as hate crimes and in preparation for change, this trend is gearing up its consumers for what is next to come. It incorporates the idea of a mask or shield for protection.

Raffish

Figure 3: Vivid by Steph Wilson

Influenced by the overwhelming idea of the future for young consumer, who feel stressed over work or financial issues, it seeks a freedom of the restraints placed on adult life. Fashion is used as juxtaposition to the issues these consumers are facing on a daily basis, taking a playful attitude and and carefree concept.

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Allusion

Figure 4: COMME x Phebe Schmidt for La Monda Magazine by Phebe Schmidt

Embodying comfort and awareness, this trend focuses on the basics. Carrying important meaning into it, Allusion seeks to subtly spread it’s messages around in a witty manner.


Figure 5: Emily Bador for Models.com by Kareem Ab

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Customer /ˈkʌstəmə/ Demographic AGE: 19 - 28 GENDER: Female GENERATION: Millenial LOCATION: United Kingdom LIFE STAGE: Pre-Family HEIDIs/YADs SOCIO-ECONOMIC STATUS: A/B (Upper Middle/ Middle Class)

Psycographic VALs: Innovator/ Early Adopter Primary Motivation: Thinkers/Experiencers/Makers

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Amour /ˈɑːmə/ Verb 1. Provide (someone) with emotional, social, or other defences. "the knowledge armoured him against her"

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Figure 6: Young Blood by Lucia O’Connor-McCarthy

Derived from the feeling of fear and uncertainty. Armour will focus on ways in which the millennial consumer will manifest the outcomes of the chaos of the modern world by using clothes as a shield and form of protection.

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TREND ANALYSIS:

Armour emphasizes having a guard up. It is dark, empowering and intimidating, it is a response to the sentiment of feeling unwanted, misjudged or outcasted. This plays in hand with the aftershock of Brexit, the immigration crises, certain miniorities feeling targeted, and the awareness of racial profiling and police brutality that still happens to this day. This trend will feature dark colours, heavy accesorising, metals, chunky and heavy knitwear, all doned with form fitting and feminie silhouettes. It’s goal is to represent an all rounded strong and unshakable woman Designers will benefit from looking into Victorian or Elizabethen period clothing for inspiration on patterns and metalwork. .

Figure 7: Diamond by Cristina Marisol

Figure 8: Guard by ...Paul

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Figure 9: Visual Overdose by Jon Jacobsen

TRIBE:

Amazonian In Greek mythology, Amazonians were a race of warrior women. They are often depicted as the only women fighting amongst Greek warriors in events such as the Trojan War. This tribe channels the concept of empowered women with their style, advocating for female independence and equality.

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DRIVERS:

Brexit referendum vote has left this tribe feeling unsetteled and uncared for. The a 58% increase on hate crimes around Britain (Guardian, 2016). The Black Lives Movement that has filtered into the UK as well, showing numerous cases of police brutality targeting minorities in the US. Feeling unsafe due to the frequent terror attacks that have occurred around Europe.

I N F L U E N C E S : Gothic architecture such as St Giles Cathedral in Edinburgh and Westminster Abby. Art or music influenced media such as iD magazine, Vice and Tank. Television influences may include period shows such as Vikings and Game of Thrones, where we see a variation of warrior women.

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Pantone Black C

Pantone 11-0601 TCX

Pantone 8060 C

Pantone 2479 C

Pantone 9084 U

Pantone 3524 U

Pantone 2472 UP

Pantone 2478 CP

Pantone 10103 C

Pantone 10128 C

Pantone 2479 CP

Pantone 19-1627 TCX

Pantone 2467 UP

Pantone 2437 UP

Pantone 2472 C

Pantone 3523 CP

Pantone 2449 CP

Pantone P 9-16 U

Pantone 3508 U

Pantone 8022 C

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CREW JECK JUMPER WITH GOLD PLATEED SLEEVES PANTONE 2478 CP SILK & LACE BODY WITH GOLD PLATED FLOWERS PANTONE 3523 CP

COTTON FITTED TURTLE NECK PANTONE 5084 U

GLADIATOR A-LINE MINI SKIRT PANTONE 2449 CP

SLIM TAILORED TROUSERS PANTONE P916 U

SLIM TAILORED TROUSERS PANTONE 2478 C

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Raffish /ˈræfɪʃ/ Adjective Unconventional and slightly disreputable, especially in an attractive way. “his raffish air”

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Figure 19: A talk with Hollie Fernando by C-Heads Magazine

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Figure 20: Emoji by Steph Wilson

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TREND ANALYSIS:

In a digital generation, there’s an abundance of information that we can easily access, at all times. This rise in awareness has brought to light much of the chaos around the world, and it is unavoidable as we are constantly online. This has triggered the desire to free ourselves from such negative situations. We’ve seen a big increase on nostalgia driven trends, and in AW 18/19 this trend takes on a more sophisticated turn in a less kitsch manner. Raffish introduces a new idea of freedom, through clothing expressing youthfulness, relaxation and movement. To add playfulness and joy to their clothes, the trend features bold and bright colours, prints and patterns and an abundance of fabric. Designers should aim to create garments that suggest a polished glamours look with a cool humorous touch.

Figure 21: Yankalle for Sicky Magazine by Danna Wexler

Figure 22: The Art of Conversation by Art Partner Licensing

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Figure 23 & 24: Arvida for Sicky Magazine by David Gomez

TRIBE:

Drifters The Drifters are carefree and bold. They would have very active lives, so they look for versatility in their clothes. Are more daring with their fashion choices. Drifters are the early adopters of out of all the trendst.

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DRIVERS:

Long working hours or hyper active lifestyles may cause stress. Living in a city where the the average wages do not appear to correlate to the average cost of living” (Londonist, 2015). Pressure to succeed, due to frequent comparison to their peers on social media.

I N F L U E N C E S : Vary from people they encounter or surround themselves with, music and art in the likes of Santigold, FKA Twigs and Kali Uchis, who embrasse a more unconventional style. May also find inspiration from television series such as ‘Good Girl Revolt’, ‘Stranger Things’ and ‘Narchos’ which show fashion from earlier dacdes from 1970’s through the disco era of the 80s, or even childrens books or other factors from their childhood.

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Pantone 2478 CP

Pantone 2461 UP

Pantone 2472 C

Pantone 8023 C

Pantone 2440 CP

Pantone 3515 CP

Pantone 7407 U

Pantone 3542 C

Pantone 2472 U

Pantone P 3-10 U

Pantone 9524 C

Pantone 3544 C

Pantone 2479 C

Pantone 3516 CP

Pantone P 9-5 U

Pantone 3597 C

Pantone 2453 C

Pantone 3500 U

Pantone 2461 UP

Pantone 10103 C

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CAMEL CAMOUFLAGE FLOWER CHILD CROPPED COAT. GOLD DAISY FLOWER BUTTONS PANTONE 19-5232 TCX PANTONE 19-5232 TCX

LOOSE FIT SATIN WRAP SHIRT PANTONE 19-5232 TCX PANTONE 19-5232 TCX

FRILLS DRESS PANTONE 2453 C

WOOL TAILORED TROUSERS PANTONE 2479 C

FRILLED SATIN TOP PANTONE 3516 CP

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Allusion /əˈluːʒ(ə)n/ noun An expression designed to call something to mind without mentioning it explicitly; an indirect or passing reference.

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Figure 36: Spaghetti by Vanessa McKeown

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Figure 37: Lady Bag by Mansur Gavriel

Like in literature writers can be allusive to certain things, fashion will embrace the concept of allusion and ambiguity to create statements. Contrary to recent trends where political or social issues (or other causes) are boldly put out into the world, we will beging to see more subtle ways of sending out messages and making statements.

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TREND ANALYSIS:

Allusion, can also be seen as the New Minimalist. Considering more the harm caused by overconsumption, this trend embodies slow fashion, sustainability and quality over quantity. We are far more aware of the damage the Fashion industry has had on the environment, therefore Allusion is bringing awareness to this in a subtle manner, unlike previous trends where brands and consumers are very upfront regarding such topics, designers will benefit in creating collections that bring to mind it’s desired message rather than making it’s obvious statement. Taking notes from the ‘Normcore’ trend, garments should remain basic and versatile. The new minimalist aspect means that we will be seeing a more colourful pallet but with minimal accessorizing or embellishments. Featuring natural textures and complimentary colours, and a greater focus on its cut, silhouettes and craftsmanship.

Figure 38: Going against the grain for Kinfolk by Hideaki Hamada

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Figure 39: Matilda for Sicky Magazine by Luca Vincenzo


Figure 40: Model To Watch: Lou Schoo Wonderland Magazine by Amber Mahoney

TRIBE:

Candid Franks Often creating commentary on social, cultural and political events in a subliminal way. These consumers are likely to have a set of favoured items and are very fussy with their purchases and are likely to be loyal to particular brands. They are keen on knowing the origin of the products they consume and are practise mindfulness and wellness activities like meditation. Their heath and well being is regarded above all other things, and it too includes their clothing and surroundings.

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DRIVERS:

An unstable economy, sense of unease and disappointment from the Brexit vote and rise of in support over Right Wing parties across major influential countries around the globe. The major threat on the global environment. Feeling overwhelmed or tired of keeping up with social media and new technologies.

I N F L U E N C E S : Contemporary poetry like Rupi Kaur’s Milk and Honey and R.H Shin’s Whiskey Words that are very much centered on feminism and empowering women. DIY self published op-ed media such as zines and/or podcasts, as well as old literature that provides a social commentary from past centuries, such as Ben Jonson’s Valpone or Medea the Greek play write Euripedes.

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Pantone 3557 UP

Pantone P 9-13 U

Pantone 10101 C

Pantone 2478 CP

Pantone 2447 CP

Pantone 485 CP

Pantone 2457 UP

Pantone 2449 CP

Pantone 2456 CP

Pantone 2430 U

Pantone 181 CP

Pantone 3537 UP

Pantone 16-1626 TPG

Pantone 2006 XGC

Pantone 19-4055 TPG

Pantone P 9-16 C

Pantone 15-4105 TPX

Pantone 3508 UP

Pantone P 169-1 C

Pantone 14-0760 TPX

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WOOL ‘PROFILED’ COAT IN GREEN GOLDEN PISTOL BUTTONS PANTONE 3537 UP

RIBBED TURTLENECK PANTONE P 9-13 U

MUSTARD A-LINE MINI QUILTED SKIRT PANTONvE 12-0312 TCX

‘STILL NOT ASKING’ BASIC RED JERSEY DRESS PANTONE 2449 CP

‘LIKE REALIZING STUFF’ CROPPED JEANS PANTONE 15-4105 TPX

CHUNKY CABLE WOOL KNIT LARGE FIT OFF THE SHOULDER PANTONE 16-1629 TPG PANTONE 19-4055 TPG

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Conclusion /kənˈkluːʒ(ə)n/ Brands should aim to produce collections focusing on the quality of the product. In A/W 18/19 consumers will be looking for long lasting investment pieces with versitility. It is advisable to embrace sustainabilty as it is a major factor that many consumers have based on wether they make a purchase or not. The A/W 18/19 consumer will be looking to fashion as a form of escapism. Providing collections that allows them to embrace a new personality or play to a fantasy is recommended. Brands should also look feature aspects of nostalgia as childhood and the desire for comfort will play an important role.

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T H E

V A U L T

Figure 49: Son Gain for Basic by Hyo Jin Kim

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com/examples-of-allusion.html (Accessed on 11 January 2017) Citations, Quotes & Annotations

Image References

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Figure 48. Min Hee Jin (2015) [Photograph] Victoria Song 4 Walls Concept Image, At: http:// kpophqpictures.co.vu/post/131644844756/hq-fx-victoria-for-4-walls-2000x1351-bigger (Accessed on 17.01.18)

Figure 49. Kim Hyo Jin (2015) [Photograph] Son Gain for Basic, At: http://kpophqpictures. co.vu/post/132060387351/hq-brown-eyed-girls-for-basic-1500x2250-bigger (Accessed on 17.01.18)

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Trend Forecasting & Concept Development Project  

The task was to create my own trend forecasting company and develop a trend. This is one project that I honestly truly enjoy, because I get...

Trend Forecasting & Concept Development Project  

The task was to create my own trend forecasting company and develop a trend. This is one project that I honestly truly enjoy, because I get...

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