FASHION FORECASTING 2030

SELINA WILLIAMS

SELINA WILLIAMS

SELINA WILLIAMS

SELINA WILLIAMS

SELINA WILLIAMS

Part 1 Abstract Introduction Part 2 Black Lives Matter Social Media Instagram TikTok Sustainability Genderless Renting Clothing Brands Part 3 My Market Level My Target Consumer Concluding my Trend Package

As I spoke about in my introduction section, I will be choosing the route of innovation as I wanted to look deeper into the concept of there being no individuality in this day in age. Thinking widely about my investigation, I want to find bold and adventurous ways to connotate my discoveries. Within my chosen direction, I have chosen my target audience, my market level and the overall reasoning behind my discoveries and why I believe it to be a forward-thinking decision. This falls primarily on the previous research I did over the summer, on the different opportunities and directions over all technology can widen the world of fashion and its trends.

I will be explaining and showing the developments of my prediction trend of 2030 product and what strong pathways lead onwards and also keeping my overall personal thoughts and explaining my trend, and how it is connected target and market levels.

My main target throughout my trend package is to guide through my findings with imagery and analysis. Rather than the new and preferred way forward. The final leap towards a more sustainable and more authentic future is how the fashion world is heading and a direction many brands and following the same.

Within fashion, it is important as an industry to look as all aspects of the world current situations such as politics, nature and social media and general inclination. Due to evolution within the world, fashion and the marketing industry must watch closely at the wishes of consumers from all different cultures and beliefs from all different places around the globe.

Breaking down the directions of possible trends, it boils down to either more a traditional approach where it looks at what has been popular before.

However, it could either have an innovational approach which it almost bites the bullet and brings out something completely new and something which could potentially fall flat but is a risk which is taken. Throughout this report, I am going to talk through my findings and showing my thought process leading to my final look to my prediction on the fashion world in the year of 2030.

The fashion industry is influenced massively by the social media. Businesses are using social media as a promotional tool. As a rapidly growing market which is something that is looked at as in much detail as possible in order to understand target consumers and the possible future direction of the world of fashion. Since the 2000s, social media has become more and more influential of people’s daily life and it’s something which has almost taken over the world. Generation Z’s are a most targeted age group for this and is adapted to more of that age but has become a lot more popular with the millennials. In regard to the fashion industry and social media, it’s a way of being the new magazine, with most of the population being glued to their phone it’s the perfect way to advertise and get across the latest crazes.

Importantly, social media has bought a controversial side to the fashion industry and has helped bring communities together and made many feels more accepted. Previously, the fashion industry was a very narrow world where the world was made to be presented a certain way, whereas with the help of social media and it has brought out a more innovational side which brings out a whole new society. The freedom of being able to follow and control what you see on your social media, whether it is interest or inspiration. Looking closely, people of colour and plus - sized are a taboo subject which over time has faced trouble spotting trends that fit them in mainstream magazines, through social media are able to find online communities through social media.

The way we now view the fashion industry has changed forever. for years, only a few dominated fashion brands whereas now through social media bloggers can influence the industry massively. In ways of making a fashion brand known, a good online presence is a crucial way to gaining popularity in this day in age.

When social media first became a global sensation, it was only primarily Facebook and Twitter about. However, Instagram has become a huge part of marketing with around 800 million monthly active users in September 2017 and these users have the highest level of engagement compared to any other social media sites. Instagram has evolved becoming a go-to app which fashion brands use to connect with their target consumers directly.

Instagram has become a stage for fashion brands to connect with their audience directly, rather than through the traditional catwalk show or print advertising campaign. This encourages brands to think more about the everyday persons, with different bodies, skin tones and fashion preferences which has benefitted fashion house to rethink their brands. Brands are able to tag products in their posts which can then lead users to a point-of-sale.

Another successful tactic used by fashion brands that are active on social media is encouraging people to post photos of themselves wearing the clothes. This content allows others to see what the outfit looks like on real people. In some cases, users are given the chance to feature on the main social media page.

‘TikTok’ is a new app which shows small clips, which some have decided to use to help show off their creations. It has become huge over the time of the corona virus pandemic as people which directed many Gen-Z to turn to social media and began to make their own clothing and upcycle their items they already have as many were facing many financial issues. This helps both sustainability and customer loyalty as people would be communing and sharing ideas on how to change up their wardrobe and also to where they can also buy bits and pieces. The use of social media is now huge, and I think that the way it influences trends and helps brand and consumer to communicate and understand consumers interests.

This study is an attempt to investigate the impact of social media on fashion industry as social media is getting very much in and within the past decade a remarkable development has been witnessed. Businesses are using social media as a promotional tool. Fashion industry is one of the businesses where frequent changes occur and social media is the most convenient and cheapest mean to communicate. Based on convenience sampling, five organizations were selected and a sample of 130 respondents was obtained which had two variables i.e. Social media and Fashion industry which further defused into four sub variables each.

Reliability of the questionnaire fell within the acceptable band. As a preliminary investigation, correlation between the variables is obtained which is 45.4% and significant at 1% confidence level. Further, the results obtained through regression shows that social media is a significant predictor of fashion industry.

In order to be a successful fashion designer, many choose to take the innovation route. This is so that they can feel responsible for a victorious trend. A fashion

house which understands an opportunity to bring something fresh to the fashion world can help promote a treacle down effect from luxury to fast fashion leading it to become a popular trend. The trickle-down effect is phrase which describes in marketing that affects many consumer goods and services. It’s the understanding where the fashion trend flows vertically from the upper classes to the lower classes within society. For example, since 2012 Virgil Abloh has effectively brought a third eye to the fashion industry which has influenced many other fashion labels to follow. Understanding the direction of fashion is far too important not to pay attention to as it helps form the world.

Important crisis’, events and overall news throughout the world can help determine decisions of fashion forecasting. The way attention is locked on to certain subjects can show possible direction and understanding. Brands almost must now take into account that what and how they advertise their garments could potentially face backlash not taking into consideration the communities’ different opinions. Looking specifically at the news, it is a way of helping understand the publics mood and attitude against subjects and it helps form an overall better prediction for later fashion trends. A now huge fast fashion brand ‘PrettyLittleThing’ recently revealed two collaboration which supported charities and organisations involving the black lives matter campaign. Their collaboration with Saweetie launched during the protest which assured consumers that profits would be donated to a collection for the black lives matter appeal. Another collection was their pride collection which also assured profits would be part of a donation which would be donated to the solutions not punishment collaborative which is an American based charity supporting black trans and queer-led community. It would be natural for brands to follow this sort of approach as it is a way of engaging with consumers which helps increase profit and sales.

To many it would seems ludicrous that fashion could be influenced by politics. In fact, it is fashion over decades has been moulded by politics in the world. Political views and beliefs can be expressed through choice of clothing and it is something where consumers find it a go – to to show their opinion. Many consumers have the ability to broadcast their political opinion on social networks that reach ridiculous amount of attention of views and likes but would never steal the fashion’s role in politics.

During the late year of 2019 and throughout the year 2020, a deadly virus rapidly spread resulting in a pandemic which caused dramatic change the world to how we know it. It is unbelievable how this sort of crisis could affect the fashion industry; however, fashion houses and fashion brands have had to change their way of branding, advertising and overall communication to their consumers hugely. The fashion industry was hit very negatively being impacted by the coronavirus outbreak on every any possible level; production has decreased, retailers have closed, demand has plummeted. With a such a killing virus, it has resulted in consumers and workers to have a different opinion and approach on how and what they want. Whatever trends may form, it was almost certainly be sustainable, but some have said it may be antibacterial. This will involve material what can protect those wearing again harmful germs and bacteria. This idea I think will leave no one uncomfortable and it helps the preferences of any and all consumers. Throughout the fashion industry, there has been a rising trend to minimise costs and companies often forwent flexibility in order to achieve more successfully through the challenging time. Over the years it is been majorly encouraged by fashion brands to decrease the amount of consumption for many years, in the brink of the unexpected pause for manufacturing, it is vulnerable, lowest paid workers in the fashion supply have felt the worst during this pandemic. the global trade union which works to give workers around the world a voice, says that millions of garment makers have already lost their jobs due to the rise in the corona virus and have no access to social or financial safety nets to help them.

Looking at the influences on fashion forecasting, it is clear that a lot must be taken into account and that nothing cannot be unlooked at. I think that the route I will be taking is an innovational route. As much as ongoing trends, I think that the past trends in fashion all sort of uniformise and I think that trends that have been lingering for a while are coming to an end and on their way out. With a lot of understanding of my consumer I would believe that a bold and new take on a fashion trend is a sensible route. that look. For my own findings, I am going to look carefully at each sector in order to create a realistic and bold vision of my attempt at fashion forecasting in the years of 2030.

www.pinterest.co.uk

The Black Lives Matter is a campaign in which helps fight discrimination toward people of colour. The movement began in 2013 in response to a court case which ended in a result which was claimed as racism.

In 2012 an African American teenager named Trayvon Martin was killed by a man named George Zimmerman in Florida, USA. Martin was just 17 years old. A dispute started when Zimmerman saw Martin walking in his neighbourhood, where Zimmerman ended up calling the police as he believed that Martin looked suspicious. Martin was then followed and got into an argument with him where it resulted in Zimmerman then shooting and killed Martin. At first, Zimmerman was not charged with a crime at first, which caused a huge dispute all over the world and after many people protested, he was eventually charged with murder. He went to court and said he acted in self-defence, and as there was no real reasoning for the shooting thousands of people protested as an act of disagreement. As a sign of support many people began using the hashtag #BlackLivesMatter on social media. In 2014 two other African Americans: Eric Garner and Michael Brown were also killed unjustly, and, in both cases, they were killed by police, People began to protest in the name of Black Lives Matter. Since then, the protest and standing up to the world has spread to other countries and is continually a worldwide sensation.

The Black Lives Matter protests works to help end violence toward Black people. Injustice toward Black people has been going on for a long time. One example is police brutality, Several Black people have been killed by the police. In 2020 a man named George Floyd was unjustly killed by the police.

The Black Lives Matter movement organized protests in cities throughout the world, and these protests helped to identify the need for justice and change.

For example, police officers were charged in Floyd’s death. Cities began to look at how to change unfair police practices. This protect was the biggest in decades and it was one which shook all aspects of the world and many shown supports, even fashion brands showed their support in collection and collaborations.

During the late year of 2019 and throughout the year 2020, a deadly virus rapidly spread resulting in a pandemic which caused dramatic change the world to how we know it. It is unbelievable how this sort of crisis could affect the fashion industry; however, fashion houses and fashion brands have had to change their way of branding, advertising and overall communication to their consumers hugely. The fashion industry was hit very negatively being impacted by the coronavirus outbreak on every any possible level; production has decreased, retailers have closed, demand has plummeted. With a such a killing virus, it has resulted in consumers and workers to have a different opinion and approach on how and what they want. Whatever trends may form, it was almost certainly be sustainable, but some have said it may be antibacterial.

This will involve material what can protect those wearing again harmful germs and bacteria. This idea I think will leave no one uncomfortable and it helps the preferences of any and all consumers. Throughout the fashion industry, there has been a rising trend to minimise costs and companies often forwent flexibility in order to achieve more successfully through the challenging time. Over the years it is been majorly encouraged by fashion brands to decrease the amount of consumption for many years, in the brink of the unexpected pause for manufacturing, it is vulnerable, lowest paid workers in the fashion supply have felt the worst during this pandemic. the global trade union which works to give workers around the world a voice, says that millions of garment makers have already lost their jobs due to the rise in the corona virus and have no access to social or financial safety nets to help them.

In 2030, I believe we are going to live in a world where everyone is going to be treated in a more equal manner. I don’t think the world is going to be in a position where it is equal however I do believe it will be in a more acceptable stand. I think that in terms of my trend package, baring this movement in mind, I think that the world is going to be in a view of people are going to be more alike and more uniform and I think as a world it will help bring everyone together and stop the cruelness. Being in a more uniform world will almost show we are all living in shadows and no one will really stand out as everyone wants that perfect look.

www.pinterest.co.uk

In the fashion industry, social media has evolved to be a platform which is used to communicate with consumers and as a way of building an online presence. Having a good online presence helps with understanding the position of trends, news, and overall interests of consumers. Social media can also influence designers in bold and new ways that are changing the way many designers create their collections and coming up with their own trends.

It is essential for fashion houses to have social media teams to which are researchers on what people are interested in and predicting what they want to see in terms of future fashion trends. One on side, some see the internet and social media sites as more of a secondary resource for inspiration, however, designers know that their target customers are on social media sites and want to be heard and be a part of the inspiration processes themselves. Social media will now forever be changing the fashion industry and will be one of the main ways brands can understand what their consumers would like to see. As time goes on it will become more and more part of everyone’s lives, even more than we know it now.

Instagram is an American photo and video sharing social networking service owned by Face-book. It is almost an easier and more efficient alternative for Facebook, with a more mobile and up to date visual sharing. Like other social networks, you interact with other users on In-stagram by following them, being followed by them, commenting, liking, tagging, and private messaging.

Instagram has become a huge part of marketing with around 800 million monthly active users in September 2017 and these users have the highest level of engagement compared to any other social media sites. Instagram has evolved becoming a go-to app which fashion brands use to connect with their target consumers directly.

Instagram has become a stage for fashion brands to connect with their audience directly, ra-ther than through the traditional catwalk show or print advertising campaign. This encourages brands to think more about the everyday persons, with different bodies, skin tones and fashion preferences which has benefitted fashion house to rethink their brands. Brands are able to tag products in their posts which can then lead users to a pointof-sale.

Another successful tactic used by fashion brands that are active on social media is encouraging people to post photos of themselves wearing the clothes. This content allows others to see what the outfit looks like on real people. In some cases, users are given the chance to feature on the main social media page.

In relation to my trend package, I think that in 2030, fashion and its trends will have a huge in-teraction with Instagram and its users. I think that users will see how celebrities and influenc-ers dress and will duplicate looks in order to get that desired look. I believe that we will be see-ing more influencers promoting and showing what almost should be worn and how to be seen. It is becoming a lot more noticeable that people are beginning to look the same and it’s only going to get uniform I believe.

WWW.

Example of influencers promting a brand

Example of influencers promting a brand

- www.instagram.com/jadedldn

- www.instagram.com/zaful

In summer of 2020, there was a huge internet sensation on ‘TikTok’ where Gen-Z beg a craze to bleach garments. the iconic look involved using bathroom bleach on garments such as jeans and jumpers to achieve a bold streetwear look.

www.googleimages.co.uk

gan -

‘TikTok’ is a new app which shows small clips, which some have decided to use to help show off their creations. It has become huge over the time of the corona virus pandemic as people which directed many Gen-Z to turn to social media and began to make their own clothing and upcycle their items they already have as many were facing many financial issues. The social media sensation is used to make a variety of short-form videos, from genres like dance, comedy, and education, that have a duration from 3 seconds to 1 minute. This helps both sustainability and customer loyalty as people would be communing and sharing ideas on how to change up their wardrobe and also to where they can also buy bits and pieces. The use of social media is now huge, and I think that the way it influences trends and helps brand and consumer to communicate and understand consumers interests.

In 2030, this app is going to show off ways of reusing and recycling clothing as ways of doing this has been an ongoing trend more almost a year and I believe it’s going to continue being a sensation as people find it creative and ways to almost express themselves. TikTok is an app which has been growing into an iconic platform for influencers to show off outfits and their own trends which most definitely catch on. I think that users will see how celebrities and influencers dress and will duplicate looks in order to get that desired look. I believe that we will be seeing more influencers promoting and showing what almost should be worn and how to be seen. It is becoming a lot more noticeable that people are beginning to look the same and it’s only going to get uniform I believe.

Approximately over one billion garments are thrown away each year due to mass production. It is said that material production all together is to produce more CO2 in a year than global flights. Sustainability has become more important from ongoing trends in womenswear, which mainly is to gain consumer interest and sell. However, in menswear a number of brands have introduced a sustainable approach and is becoming more needed, as it is something which the majority look for. Many big trends show men generally prefer to do their research before a purchase and find value in brands that have transparency in order to trust in how they source and produce their clothing.

Due to the fast increase in demand of clothing, making excessive changes are becoming more necessary. In the high-end and luxury markets it’s possible for them to absorb the costs and alter price points in line with production, whereas it’s the high street with smaller budgets, pricing is hit the hardest, and many mass market brands are falling behind int this.

In looking into sustainability in the fashion industry, for my trend package I think it is important to look hard at understanding that as even sustainability as being an almost must have element of a collection, it is clear that it is going to be an essential in 2030. With the planet making more and more aware that it needs protecting, clothing productions and more eco – friendly ways of producing materials and garments. Connecting with the target consumers and communicating a transparent brand I think is essential and showing sustainable manufacture and showing the target consumer how the trends and brands collaborate and understand the world and the people in it.

Across the world, we’re already seeing a rise in genderless fashion – such as the gender-unspecified outfits walked down Givenchy runways during recent fashion weeks.

Slowly rising since the 1980s, many in the industry predict the gender-fluid trend will become mainstream in the oncoming years as it so huge now. In the modern day, it is becoming more and more popular where men and women choose to wear clothing that is initially meant for the other. It is a trend which women may want a more oversized look and men want a tight-fitting look as the tailoring between both is very different.

It is expected to see more liberated clothing in the men’s fashion of the future, as it is being seen more and more. I think that the focus will be on how clothing fits, feels and looks, not on whether it has feminine embellishments or a masculine colour. Keeping this in mind for my own collaboration, I want to have a sizing which is fitting for men but can be used for women’s and a colouring which is flattering for anyone as I think that is going to be the eye-catching side to the collaboration.

With genderless clothing becoming an ultimate worldwide trend, it is the beginning of a sort of everyone is equal and the same sort of aesthetic.

Although I believe that a genderless world has its benefits, I think it’s the beginning of everyone as a community is going to be something which continues to become more and more alike.

A uniform is forming, and I think as time progresses, more and more people are going to become looking the same. I believe that the year of 2030, we will be seeing almost an army like look where everyone is dressed the same and is having the same opinions and beliefs. People are going to become clones of each other, and I think that it’s going to be an evolution of everyone having that ‘perfect look’.

Fashion rental relies on changing perceptions around sharing and second-hand goods – and reproducing the concept of new. As a tactic of tackling sustainability, rental clothing have become more and more popular as there is a huge issue with over production and disposable clothing.

There is also more than a moral benefit to renting clothing for consumers. It makes fashion brands more accessibly priced, it saves wardrobe space, offers a low-risk way to try new brands, and allows for a never-ending rotation of outfits that can be shown off on social media.

From becoming a popular trend in 2020, in my opinion it is only going to grow more, and I think it will be more appealing to a greater range of consumers.

My target market level is going to be a more of a luxury. The reasoning behind this is that luxury being such an expensive market level. It is the market level which my target consumers is most interested in. I think that the overall luxury market is most appealing, and I believe that my trend will be most successful within this market. Luxury markets is well known for its high price points, placing it outside the category of goods that are simply necessary for daily life. Ideally, this high price point is justified by the quality of the item, which will typically use higher quality materials, design, and craftsmanship in its production.

The ideal consumer for my collaboration would be a male within the age range of 18-25 years old.

Using my friend as inspiration, he is very into his music and overall influencers as a way of his choice of clothing. Grime is a very popular music genre for this age range and may brands are collaborating with music artists in order of boosting sales as it sells well. For example, earlier this year Migos rapper Quavo collaborated with Boohoo which turned out to be an overnight sensation. My consumer is someone who enjoys being out and about and involved with their friends. I believe it is someone who has a good social life and is involved in more than one clique. In terms of behaviour, I feel that it is naturally a bold character and enjoys being a bit of a crowd pleaser. They would like in a more urban area, specifically a more city life as the luxury brand I am looking into is a global market which is widely recognised. The ideal consumer would be a full-time student specifically near the end of university as I feel the aspired price range is something which couldn’t be easily afforded, I would imagine that my ideal consumer would be part of a middle-class family to which have always been able to afford the luxury side of life and have still got a huge disposable income, as both parents would have highly qualified full - time job. My ideal consumer would be used to a faster fashion brand, but the luxury side would be eye-catching for them. The sustainability side to my brand is something which my ideal consumer would understand and appeal to as I think this age range is and was very much educated about problems with the environment. Understanding the sustainability side to the collaboration would encourage my ideal consumer to spend that little bit more on the quality in order to invest in and last them for many years. I think my ideal consumer would also be interested in more vintage styles as my luxury side is very retro and I feel they would want to feel edgy and cool in order to feel accepted in society.

Once piecing all my findings together, I believe that the future for fashion is going to be something where it’s going to be more uniform.

In 2030, I believe we are going to live in a world where everyone is going to be treated in a more equal manner. I don’t think the world is going to be in a position where it is equal however I do believe it will be in a more acceptable stand. I think that in terms of my trend package, baring this movement in mind, I think that the world is going to be in a view of people are going to be more alike and more uniform and I think as a world it will help bring everyone together and stop the cruelness. Being in a more uniform world will almost show we are all living in shadows and no one will really stand out as everyone wants that perfect look. In my opinion, will be seeing almost an army like look where everyone is dressed the same and is having the same opinions and beliefs. People are going to become clones of each other, and I think that it’s going to be an evolution of everyone having that ‘perfect look’.

Overall, for my trend package I think it is important to look hard at understanding that as even sustainability as being an almost must have element of a collection, it is clear that it is going to be an essential in 2030. With the planet making more and more aware that it needs protecting, clothing productions and more eco – friendly ways of producing materials and garments. Connecting with the target consumers and communicating a transparent brand I think is essential and showing sustainable manufacture and showing the target consumer how the trends and brands collaborate and understand the world and the people in it. I finally believe that trends will have a huge interaction with Instagram and its users. I think that users will see how celebrities and influencers dress and will duplicate looks in order to get that desired look. I believe that we will be seeing more influencers promoting and showing what almost should be worn and how to be seen. It is becoming a lot more noticeable that people are beginning to look the same and it’s only going to get uniform I believe. Fashion rental relies on changing perceptions around sharing and second-hand goods – and reproducing the concept of new. As a tactic of tackling sustainability, rental clothing have become more and more popular as there is a huge issue with over production and disposable clothing. There is also more than a moral benefit to renting clothing for consumers. It makes fashion brands more accessibly priced, it saves wardrobe space, offers a low-risk way to try new brands, and allows for a never-ending rotation of outfits that can be shown off on social media. Within my trend, I think there will be an option of rental which will slowly become more popular as I think as if it is gradually introduced it will help consumers become more familiar and will grow to prefer rental clothing. In 2030, it is still always going to be consumers as first priority. In order to keep everyone happy, I think it’s important to have options and ways which it will be beneficial for everyone and I think that is what is going to keep the fashion industry successful 10 years from now.

As a way of visualising my trend, I decided to do a small photoshoot which I wanted to co – operate the idea of having the beautiful nature of the world with shadows.

Within my idea of everyone being the same and in uniform I wanted the show the idea of an outline of a figure with no true identity as I believe in the year of 2030, we will be seeing less individuality as I think so many people of society are fixated onto getting the perfect look.

For my photoshoot, I went to a nature reserve so I could capture the natural world mixing with my sort of edgier look of my figure. I edited my images in lightroom, which I altered the brightness, the contrast and the clarity of my images so I could get my shadowed look from the model.

https://www.google.com/url?sa=i&url=https%3A%2F%2Fwww.freepik.com%2Ffree-vector%2Fglitch-effect-background_390 qFwoTCKionMCc_O0CFQAAAAAdAAAAABAD

https://www.heuritech.com/blog/articles/trendson-social-media/ https://www.socialmediatoday.com/content/social-media-influences-fashion https://thecontentplug.com/blog/social-media-fashion https://knaptonwright.co.uk/social-media-andfast-fashion/ https://www.researchgate.net/publication/275714886_The_Impact_of_Social_Media_on_ Fashion_Industry_Empirical_Investigation_from_ Karachiites https://www.dazeddigital.com/fashion/article/47195/1/virgil-abloh-end-of-2010s-interviewdeath-of-streetwear https://www.forbes.com/sites/pamdanziger/2020/05/10/coronavirus-will-force-fashion-to-a-sustainable-future/#4d3dd8775292 https://kellysthoughtsonthings.com/5-advantagesof-renting-clothes-than-buying-them/ https://kellysthoughtsonthings.com/5-advantagesof-renting-clothes-than-buying-them/

03654.htm&psig=AOvVaw3f2ylb4eHkShOweJdGP9ZE&ust=1609641611196000&source=images&cd=vfe&ved=0CAIQjRx-