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4C AW13 Trend Report

AW13 Trend Report

ChloĂŠ Wicks N0329445 Erin Haina N0488868 Talilla Henchoz N0376186 Shannon Peter N0311632


4C AW13 Trend Report

The Trends

4C are   a   group   of   young   creatives   based   in   Nottingham,   UK   who   have   joined   forces   to   form   an   innovative   trend   forecasting   For   Autumn   Winter   2013,   Surrealism   ¶sŘOɴʳ ɟÞǼÌ ŸȖNj ʩضsNjǣ Ķɠɴǣ ŸŘ lies   at   the   heart   of   the   key   trends.   the   pulse   of   new   ideas   and   reoccurring   Although   socially   and   politically   we   are   themes,   we   use   as   many   resources   not   in   a   period   of   unrest,   the   continuing   as  possible  to  discover  new  ideas   recession   and   the   uncertainty   of   what   lies   next   that  help  us  to  identify  the  key   in   the   world   of   technology   leads   us   to   immerse   trends   for   each   season.   ourselves   in   alternative   realms,   to   seek   refuge   from   reality. The   ‘poster   boy’   of   Surrealism,   Salvador   Dali,   is   currently   being   celebrated  in  a  major  retrospective  at  the  Pompidou  Centre  in  Paris  and   in  Sweden,  a  collection  of  Surrealist  works  entitled  The  Supersurrealism   has  just  closed  at  the  Museum  of  Modern  Art  in  Malmo.  In  May  2013,  Man   Ray   Portraits   will   open   at   the   National   Gallery   in   London   –   an   exhibition   that   highlights  Man  Ray  as  a  key  player  in  the  Dada  and  Surrealist  art  movements.   As   well   as   being   heavily   documented   in   the   contemporary   art   scene,   the   Surrealist   theme   has   also   been   referenced   in   many   aspects   of   visual   and   popular   culture,   from   fashion   prints   created   by   ÞŘʪȖsŘǼÞĶ _sǣÞ¶Ř ÌŸȖǣsǣʰ ǼŸ ŎȖǣÞO ɚÞ_sŸǣ Ÿ¯ ƼŸƼȖĶNj NjǼÞǣǼǣʳ Inspired   by   Surrealism   as   an   overlying   theme,   we   have   Þ_sŘǼÞʩs_  ǼNjÞƼĶsǼ Ÿ¯ ǼNjsŘ_ǣ ¯ŸNj ǼÌs  ȖǼȖŎŘ ɟÞŘǼsNj 2013   season   that   will   take   you   out   of   this   world,   back  down  to  earth  and  to  the  bottom  of  the  sea.

4C

SPACE TRIP          |        URBAN  DETOX        |          ATLANTIS


4C AW13 Trend Report

i t c p r p a S e


4C AW13 Trend Report

Space Trip Possibly the   most   surreal   of   all   three   trends,   Space   Trip   explores   what   lies   beyond   the   Earth’s   skies.   Like   ĠŸȖNjŘsɴǼÌNjŸȖ¶ÌǣƼOsȖŘ_sNjǼÌsÞŘʪȖsŘOs

of a   heady   concoction   of   hallucinogenics,   nothing   is   as   it   seems.   This   trend   is   the   meeting   point   where   90s   rave   culture   and   70s   psychedelics   meet   to   create   a   21st   century   vision   of   outer   space.     Azaelia   Banks’   video   for   her   single   ‘Atlantis’   is   the   sƼÞǼŸŎs Ÿ¯ sɚsNjɴǼÌÞض ǼÌÞǣ ǼNjsŘ_ Þǣ EŸȖǼʳ NjǼÞʩOÞĶ OŸĶŸȖNjǣʰ holographic   repetitions   and   mystical   space   imagery   Njs ENjŸȖ¶ÌǼ ǼŸ¶sǼÌsNj ÞŘ  ĶŸɠ˚ʩ OŸĶĶ¶s ǼsOÌŘÞLJȖsʰ creating   an   ironic   anti-­technology   aesthetic   .   Key  ideas:  Intergalactic  Hallucinations  /  Virtual   Reality  /  90s  Rave  /  Fluorescent  Glow   Sticks  /  Neon  Kitsch  /  Kaleidoscopic   Repetitions  /  Life  on  Mars  /  Gwen   Stefani  circa  1995

Nebula

Supernova

Hallucinate

Acid High

Martian


4C AW13 Trend Report

Playful Proportions A playful   nature   combined   with   Surrealist   themes   will   be   a   prominent   trend   within   visual   merchandising.   This   trend   involves   the   distortion   of   everyday   objects,   such   as   glasses   and   keys   as   pictured,   and   will   create   magical   retail   playgrounds   that   will   evoke   reminders   of   childhood   within   consumers.   Although   not   a   new   reference,   photographers   such   as   Tim   Walker   will   play   a   prominent   role   in   this   theme.   His   fantastical,   mystical   works   often   rely   on   distorting   the   scale   of   objects   to   create   surreal   landscapes.   Adding   to   the   Surrealist   references,   colours   will   also   be  distorted,  in  which  everyday  ‘natural’  colours  will  be   NjsƼĶOs_ ɠÞǼÌ NjǼÞʩOÞĶ ŘsŸŘǣ Ř_ ˄ÌÞ¶ÌĶÞ¶ÌǼsNj˅ ǣÌ_sǣʳ   Key  Ideas:  Honey  I  Shrunk  the  Kids  /  Playing  with   ǢOĶsˀǢÌNjÞŘĨÞضŘ_ǢǼNjsǼOÌÞضˀNjǼÞʩOÞĶŗsŸŘǣ


4C AW13 Trend Report

Kaleidoscopic Clash Kaleidoscopic Clash   is   all   about   bold,   bright   clashing  prints.  With  an  obvious  link  to  Surrealism,   through   the   optical   illusion   aesthetic,   the   trend   is   also   inspired   by   the   Cubist   and   Bauhaus   art   movements,   which   relied   on   geometry   and   repetition.   Although   this   trend   is   inspired   by   space  travel  and  could  be  described  as  futuristic,   there   is   also   a   correlation   with   90s   fashion   that   gives  it  a  retro  feel. The  main  prints  for  this  trend  are  a  combination   of  small  and  oversized  shapes  used  in  repetition   to   form   kaleidoscopic   patterns.   In   bright   neon   colours,   these   patterns   would   not   only   be   reminiscent  of  space  and  intergalactic  travel,  but   they  would  also  follow  the  idea  of  a  hallucinogenic   _NjȖ¶ ǼNjÞƼ ǼÌǼ _sʩŘsǣ ǼÌÞǣ ǼNjsŘ_ ǣ ɠÌŸĶsʳ   Key  ideas:  Geometry  /  Colour  Clashes  /   Optical  Illusions  /  Psychadelic  Patterns  /   Hallucinations


4C AW13 Trend Report

Radioactive Rangers

A combination  of  the  90s  and  70s  scenes  is  recreated  in  this  space  invasion  trend.    A  kitsch,  fun  approach  will  be   adopted  through  neon  bomber  jackets  and  colour  block  space  suits,  already  being  seen  at  Mugler,  with  a  recreation   of  the  modern  astronaut.  Trippy,  neon  brights  will  be  the  primary  colours  used,  teamed  with  oil  blacks,  referencing   ǼÌs_NjĨÞŘʩŘÞǼɴŸ¯ǣƼOsÞǼǣsĶ¯ʳğsNjsŎɴǢOŸǼǼNjs¯sNjsŘOsǣǼÌsŎŸNjsǣÞŘÞǣǼsNjǣÞ_sŸ¯ǼÌÞǣǼNjsŘ_ǼÌNjŸȖ¶ÌǣƼOsŎŸŘǣǼsNj ŎǣÌ ŎŸǼÞ¯ ĶŸŘ¶ ɠÞǼÌ ¶NjƼÌÞOĶ ƼǼǼsNjŘǣ ǼŸ ONjsǼs  ǢOÞ˚®Þ ¯ŘǼǣɴʳ ƻĶɴÞض ŸŘ ǼÌs Þ_s Ÿ¯ ÌĶĶȖOÞŘǼÞŸŘǣ Ř_ interpretations  of  the  ‘unknown’,  menswear  this  season  will  see  a  wide  spectrum  of  literal  and  metaphorical  space   ÞŎ¶sNjɴ ǣ ǼÌs ¯ǣOÞŘǼÞŸŘ Ÿ¯ ǼÌs ɠŸNjĶ_ EsɴŸŘ_ ŸȖNj ǼŎŸǣƼÌsNjs OŸŘǼÞŘȖsǣʳ NjǼÞʩOÞĶ ƼNjÞŘǼǣ Ř_ ǣɴŘǼÌsǼÞO OŸĶŸȖNjǣ ¶sŘsNjǼsŘŸɚsNjĶĶŸȖǼ˚Ÿ¯˚ǼÌÞǣ˚ɠŸNjĶ_sɮƼsNjÞsŘOsʳ Key  Ideas:  Space  Suits  /  Neon  Astronauts  /  Monster  Mash  /  Neon  /  Colour  Block  /  Sci-­Fi  Fantasy     Retro  Space  Age  


4C AW13 Trend Report

o D b t Uran ex


4C AW13 Trend Report

Urban Detox With technology   currently   moving   at   an   immeasurable   speed,   it   is   no   wonder   that   we   have   started   to   seek   solace   in   the   natural   world.   Throughout   our   current   journey   into   the   technological   unknown,   the   natural   environment   can   provide   a   settling   organic   certainty   and   although   we   are   unlikely   to   completely   shun   our   iPhones   and   laptops,   getting   back   to   nature   will   act   as   a   welcome   screen-­break   –   an   urban   detox. Although   feeling   ‘at   one   with   nature’   will   be   a   common   desire,   due   to   time   constraints   and   other   strains   in   contemporary   lifestyle,   for   some,   this   ideal   is   unreachable.   Therefore,   visual   references  to  this  theme  in  creative  direction  will  be  key  in   providing  a  similar  satisfaction  to  the  real  experience.   Key  Ideas:  Wilderness  Exploration  /  Cub  Scouts   and  Camping  Culture  /  Forestry  Scenes   Natural  Resources  /  Organic  Patterns   Hiking  and  Outdoor  Pursuits

Retreat

Lumber

Burnt Bark

Morning Haze

Breeze


4C AW13 Trend Report

Organic Harmony ®ÞŘ_Þض ǼÌs EĶŘOs EsǼɠssŘ Ř ŸŘĶÞŘs Ř_ Ÿ¯ʪÞŘs existence is   something   we   will   continue   to   struggle   with   throughout   this   season,   and   visual   merchandising   ɠÞĶĶ NjsʪsOǼ ǼÌÞǣʳ ǻÌs Ĩsɴ ǼŸ ¯ŸĶĶŸɠÞض ǼÌÞǣ ǼNjsŘ_ʰ ɠÞĶĶ Es creating  a  fusion  between  technology  and  nature  within   the   interior   architecture   and   in   store   environment.   Icelandic   LA   based   architect   Gulla   Jonsdottir   is   a   key   reference  for  this  trend,  whose  work  focusses  on  an  organic   fusion   and   experiments   with   ways   in   which   nature   can   live  seamlessly  alongside  technology  and  industrialism.   LA  based  artist,  Kelly  Lamb  is  great  inspiration  for  how   nature   can   live   inside,   through   miniature   gardens   and   terrariums,  and  plants  encased  in  manmade  containers.     Key  Ideas:  Technology  Meets  Nature   Interior  Fauna  /  Bringing  The  Outside  In     Organic-­Urban  Fusion  /Harmony  with  Nature


4C AW13 Trend Report

Mystical Woodland With the   sudden   surge   in   interest   of   the   environment   and   eco-­friendly   products   within   society   we   are   beginning   to   see   a   correlation   with   this   within   print   and   pattern   trends.   This   trend  which  we  have  named  Mystical  Woodland   features   a   lot   of   eerie   woodland   prints,   nature   scenes   and   intricate   details   of   various   plants. These   prints   and   patterns   have   been   a   recurring   theme   seen   in   the   work   of   artists   such   a   Eva   Lechner   and   has   also   been   seen   on   the   catwalks   from   designers   such   as   Mary   Katrantzou.   This   trend   takes   inspiration   from   all   parts   of   nature,   trees,   rocks   and   the   earth. Key  Ideas:  Natural  Scenes  /  Photographic   Prints  /  Landscapes  /  Muted  colours  /   Sombre  Forests  /  Distorted  Trees  /  Eerie   Woodland


4C AW13 Trend Report

Hunter Gatherer

The concept   of   strengthening   the   relationship   between   humans   and   nature   will   be   portrayed  through   material,   silhouette  and  colour  this  season.  Raw  palettes,  oiled  leathers  and  heavy  knits  are  already  being  showcased  by   əsNjǣOsŘ_®sŘ_ÞʰÞ_sŘǼÞ¯ɴÞضŎŘ˅ǣNjŸĶsɠÞǼÌÞŘŘǼȖNjsʰNjs¯sNjsŘOÞضÝOsĶŘ_ÞOʩǣÌsNjŎŘŘ_¯ȖNj˚NjÞ__sŘÌȖŘǼsNjǣʳ ǻÌs OȖNjNjsŘǼ ŘÞŎĶ ŎŸǼÞ¯ ǼNjsŘ_ ɠÞĶĶ ŎǼȖNjs ÞŘǼŸ ŎŸNjs OŸŘOsƼǼȖĶ ƼNjÞŘǼǣʰ ĶŎŸǣǼ ŎÞŎÞOĨÞض ǣȖNjNjsĶ ǢOÞ˚ ʩ ONjsǼȖNjsǣʰ ǼÌȖǣ ǼĨÞض ŘǼȖNjs ǼŸ  ǣȖƼsNjŘǼȖNjĶ ĶsɚsĶʳ ğȖȖŘ ğ sɮsŎƼĶÞʩsǣ ǼÌÞǣ ÞŘ ÌÞǣ OŸĶĶEŸNjǼÞŸŘ with   artist   Greg   Simkins   creating   XXL   bomber   jackets   showcasing   nature’s   darker   side.   This   trend   further   answers   society’s   plea   to   escape   from   our   technology   driven   world,   back   to   our   organic   roots.   Key  ideas:  Animal  Furs  and  Hides  /  Animal  Motifs  /  Raw  Edges  /  Bear  Grylls  /  Prehistoric  Man    


4C AW13 Trend Report

i a t s t l An


4C AW13 Trend Report

Atlantis

Along with  the  urge  to  get  back  to   ground   level   nature,   there   is   also   an   increasing  desire  to  discover  more  about   the   creatures   that   live   in   the   earth’s   waters.   Under   the   sea   is   a   trend   that   reappears   season   after   season,   but   Atlantis   incorporates   a   look   at   the   very   bottom   of   the   ocean,   where   divers   rarely   explore   and  where  marine  life  is  a  surreal,  mystical  marvel  to  witness.   This   trend   plays   on   the   cultural   theme   of   escapism,   discovering   lands  that  lie  beyond  our  everyday  reach  in  order  to  distract  us  from   the  current  technological  and  economic  uncertainty.    Altering  and   ÞŘǼsNj¯sNjÞضɠÞǼÌLJȖǼÞOŘǼȖNjsÞǣƼNjŸŎÞŘsŘǼÞ_sɠÞǼÌÞŘǼÌÞǣ ǼNjsŘ_ʰɠÞǼÌǻÌÞENjŘ_NJɴʩǣÌ®ŸŸǼɠsNj¶sŘsǼÞOĶĶɴĶǼsNjÞض ǼÌs^ŗŸ¯ǣǼÞضNjɴǣǣŸǼÌsÞNjŎNjĨÞضǣNjsʪsOǼ¯ǣÌÞŸŘ motifs  to  then  be  used  as  leather  to  create  their  shoes.   Key  ideas:  The  Sea  Bed  /  Lost  Underwater   Worlds  /  Holographic  /  Crystals   and  Coral  /  Aquatic  Wildlife  

Barracuda

ǢLJȖÞ_˚ÝŘĨ

Anenome

Opalescent

Abyss


4C AW13 Trend Report

Bioluminescence Visual merchandising   sees   the   darker   more   sinister   side   of   Atlantis,   far   beyond   the   pretty   coral   reefs.   ǻÌs ¯ǣOÞŘǼÞض ضĶsNj ʩǣÌʰ _ɠsĶĶÞض _ssƼ ŸŘ ǼÌs continental  shelf  provides  direct  inspiration  for  in  store   creations   this   season.   At   the   depth   of   this   species’   habitat,   there   is   no   light,   just   their   bioluminescent   attributes,   helping   them   to   capture   their   prey. This   sinister   concept   will   be   recreated   in   store   with   dark   atmospheres   lit   up   with   cold   neon   lighting   to   mimic   an   underwater   ambiance.   Glowing   signage   and   ʪȖŸNjsǣOsŘǼ ǼȖEÞض ɠÞĶĶ Es Ȗǣs_ ÞŘ ǣÌŸƼ ɠÞŘ_Ÿɠǣ ǼŸ create   aesthetically   pleasing   installations   similar   to   those   created   by   French   artist/architect   Serge   Salat. This  combination  of  light  with  dark  will  be  a  large  factor   of   this   underwater   theme,   mimicking   the   style   of   the   designer  Dennis  Parren,  who  focusses  on  the  refraction  of   light.  The  beauty  of  this  underwater  harmony  of  light  will   be  integrated  into  brands  individual  aesthetic  to  reference   the  fascinating  underwater  life  and  chemical  processes.   Key  Ideas:  Natural  Neons  /  Angler  Fish   Light  Refraction  /  The  Sea  Floor  /  Glow  in  the  Dark   Coral  /  Sea  Anenome


4C AW13 Trend Report

Crystal Dimensions Seen year   after   year,   the   nautical   trend   is   constantly   repackaged   and   redesigned.   For   this   season,   it   takes   a   more   unusual   approach,   looking   at   the   unknown   and  mythical  aspects  of  what  lies  below  the  water  line. Crystal   Dimensions   explores   the   peculiarities   Ÿ¯ NjŸOĨ ¯ŸNjŎǼÞŸŘǣʰ ÞŘ Ř LJȖǼÞO EĶȖs OŸĶŸȖNj palette.   Reminiscent   of   rare   corals   and   precious   stones,   these   prints   represent   the   possibilities   of   mystical   worlds   that   lie   at   the   bottom   of   the   ocean.   Key   references   for   this   trend   include   artists   such   as   ħsĶĶÞsµŸ__Nj_ʰɠÌŸÌǣƼNjŸ_ȖOs_ƼǣɴOÌs_sĶÞOLJȖǼÞO style   prints   and   Professor   Richard   Weston,   who   is   ÞŘONjsǣÞضĶɴNjsŘŸɠŘs_¯ŸNjÌÞǣÞŘŘŸɚǼÞɚsǼsOÌŘÞLJȖsǣŸ¯ print  making,  in  which  he  scans  rocks,  crystals  and  gems   and  blows  them  up  to  create  beautiful  fashion  prints. Key  Ideas:  Crystal  Formations  /  The  Deep  Unknown   Metallic   /   The   Ocean   /   Lost   Underwater   Worlds


4C AW13 Trend Report

Aquatic Iridescence

Insertions of  aluminium  shades  and  waves  of  urban  grey  and  deep  blues  will  be  seen  throughout  menswear  this   season.   Taking   inspiration   from   the   iridescent   life   deep   within   the   ocean,   brings   shimmering   and   metallic   coats,   already  being  seen  on  a  redesign  of  the  classic  Burberry  trench  coat.  Clean  cut  suits  in  these  almost  translucent   colours  and  materials,  allow  for  a  softer,  more  subtle  aesthetic  and  create  a  mystical  movement  within  menswear. Prints   will   also   play   a   large   part   in   the   underwater   portrayal   of   this   trend:   Jonathon   Saunders   takes   inspiration   for   his   ombre   shaded   garments   from   large   scale   artist   Olafur   Eliasson   who   duplicates   some   of   nature’s   greatest   effects  in  his  work  .  A  literal  approach  will  also  be  adopted,  already  noted  at  Sibling,  where  they  showcased  baby   blue   and   powder   pink   knitted   headware,   potentially   referencing   creatures   of   the   ocean   bed.     A   lustrous   colour   palette   will   be   an   on-­going   concept   for   Atlantic;   glossy,   shimmering   shades   to   recreate   this   underwater   world.   Key  ideas:  Iridescent  Shimmer  /  Metallic  Fabrics  /  Peculiarities  of  Sealife  /  Coral  reef  /  Mystical  Fish  Scales  


4C AW13 Trend Report

AW13 Trend Translation


4C AW13 Trend Report

As a  creative  leader  in  sports   lifestyle   PUMA   is   a   brand   of   not   only   functional   sportswear   but   also   innovative   fashion   forward   clothing.   With   this   status   PUMA   should   aim  to  be  at  the  forefront  of  every  trend  and   constantly   strive   to   widen   its   consumer   base.   As   PUMA   has   many   different   Due   to   the   increasing   interest   in   the   peculiarities   collections,   ranging   from   basic   of   the   natural   environment,   teamed   with   the   desire   to   sportswear   to   fashion   focused   escape   from   a   technologically   suffocating   world,   designer   collaborations,   the   brand   consumers   are   seeking   solace   in   nature.     By   attracts   a   wide   consumer   base.   PUMA   is   incorporating  the  Atlantis  trend  into  their  AW13   aimed  at  individuals  with  an  active  lifestyle,  who   collection   PUMA   would   ensure   the   brand   are  likely  to  enjoy  the  outdoors,  therefore  may  take   remains   contextually   relevant   within   a   greater   interest   in   nature.   Introducing   the   trend   of   fashion,   art   and   the   environment.   Atlantis  to  the  brand  could  appeal  to  this  consumer  and  

The Consumer

PUMA

Recommended Trend

Atlantis

also more  fashion  forward  individuals  as  it  is  a  combination   of  style  with  the  beauty  of  underwater  life.  If  the  trend   was  translated  throughout  PUMA’s  many  ranges,   it   would   reach   consumers   across   the   whole   ǣƼsOǼNjȖŎ Ÿ¯ ǼNjsŘ_ _ŸƼǼÞŸŘ ǣ _sʩŘs_ by   Rogers’   Diffusion   of   Innovation, from   early   adopters   to   laggards.


4C AW13 Trend Report

Visual Merchandising Following the  trend  of  recreating  the  underwater  world,   PUMA   could   adopt   this   aesthetic   through   biolumincent   lighting   within   a   dark   atmosphere.   Referencing   the   Angler   ʩǣÌŘ_¶ĶŸɠÞضOŸNjĶĶÞ¯sʰŘsŸŘǣÞ¶Ř¶sʰɠÌÞOÌǼÌsENjŘ_Ìɚs experimented   with   in   the   past,   could   be   incorporated   within   the   store  environment.  Further  to  this,  suspended  lighting  could  be  used   ǼŸŎÞŎÞOĨĠsĶĶɴʩǣÌǼsŘǼOĶsǣŸNjǼÌsÞŘǼsNjÞŸNjŸ¯ǣsŘsŘŸŎsʳEǣǼNjOǼÞŸŘ of  light,  used  by  French  artist/architect  Serge  Salat,  whose  work  is  pictured   below  right,  would  provide  inspiration  for  in-­store  lighting.   ƻȕō˅ǣǣÌŸsǣOŸȖĶ_EssɮÌÞEÞǼs_ÞŘŘsŸŘĶÞǼʩǣÌǼŘĨǣǼÌNjŸȖ¶ÌŸȖǼǼÌsǣǼŸNjsʰŘ_Es ƼĶɴ¯ȖĶĶɴEsȖǣs_ǼŸĶÞǼsNjĶĶɴNjsƼNjsǣsŘǼȖŘ_sNjɠǼsNjĶÞ¯sǣȖOÌǣǣÌNjĨǣŘ_ʩǣÌʳ Drawing   inspiration   from   the   stalactites   found   in   underwater   caves,   coral-­like   installations   could  hang  from   the  ceiling   to  create  an  overall  underwater  effect.   Clothing   could   also   be   suspended   within   store   to   portray   the   sensation   of   ʪŸǼÞضʳĵȖŎÞŘsǣOsŘǼǣƼŸǼĶÞ¶ÌǼǣʰŎȖOÌĶÞĨsǼÌsEÞŸʪȖŸNjsǣOsŘǼǼŸNjOÌsǣ¯ŸȖŘ_ on  Angler  Fish,could  be  used  to  highlight  the  individual  garments   Instore   chairs   shaped   like   coral   or   underwater   plant   life   with   ʪȖŸNjsǣOsŘǼ¯sǼȖNjsǣɠŸȖĶ___¯ȖNjǼÌsNjƼŸÞŘǼǣŸ¯ÞŘǼsNjsǣǼɠÞǼÌÞŘ the  store. To   further   this   trend,   PUMA   could   potentially   host   a   ƼŸƼȖƼǣÌŸƼÞŘŘLJȖNjÞȖŎɠÌÞOÌɠŸȖĶ_ENjÞضthe   Atlantis  theme  literally  to  life.  

Instore VM Suggestion


4C AW13 Trend Report

Advertising When executed   correctly,   guerilla   advertising   can   really   create   a   social   buzz.   We  suggest  using  3D  display  cabinets  for  PUMA   Merchandise.   Popular   pedestrianized   areas   such   as   bus  stops  and  highstreet  locations  could  feature  these   advertising   installations.     This   concept   could   work   well   during  the  evening  through  the  use  of  the  neon  glow-­in-­the-­ dark   lighting,   incorporated   within   the   outdoor   tanks.   This   idea   correlates  to  the  work  of  Japanese  artist  Kingyobu,  who  has  been   ǼȖNjŘÞض ƼÌŸŘs EŸŸǼÌǣ ÞŘǼŸ ¶ŸĶ_ ʩǣÌ LJȖNjÞȖŎǣ ǼÌNjŸȖ¶ÌŸȖǼ cities  in  Japan,  as  a  marketing  stunt.   For  PUMA’s  advertising  campaign  for  this  season  ,   an  underwater  photoshoot,  styled  to  appear  as   Þ¯ŸŘǼÌsŸOsŘʪŸŸNjʰɠÞǼÌǣÞŘÞǣǼsNjŘ_ssNjÞs atmosphere  and  UV  lighting  to  resemble   EÞŸ˚ʪȖŸNjsǣOsŘǼONjsǼȖNjsǣʰɠŸȖĶ_EsŘ effective  concept.

Advertising Suggestion


4C AW13 Trend Report

Product Rather the   obvious   nautical   references   often   found   in   clothing  collections,  as  a  edgier  and  conceptual  brand,  PUMA   should  take  a  more  sinister  approach.  Inspired  by  the  bioluminocity   of  underwater  life,  the  PUMA  collection  could  incorporate  the  idea   Ÿ¯¶ĶŸɠÞŘǼÌs_NjĨ¶NjŎsŘǼǣɠÞǼÌĶÞ¶ÌǼNjsʪsOǼÞضʰÞNjÞ_sǣOsŘǼŎǼsNjÞĶǣʳ Metallic  colour  palettes  and  almost  transparent  materials  could  be  used   to   visualise   underwater   life.   This   idea   has   already   been   seen   in   collections   by   Alexander   Wang   and   Anrealage,   where   these   designers   have   explored   technology  and  chemical  processes  to  create  fashion  garments.  This  concept  would   ǼÌsŘʪȖÞ_ĶɴǼNjÞOĨĶs_ŸɠŘÞŘǼŸÌÞ¶ÌǣǼNjssǼǣƼŸNjǼǣɠsNjENjŘ_ĶÞĨsƻȕōʳ Neon   coloured   piping   could   be   a   clear   connection   to   the   trend   and   would   work   well   in   ƻȕō˅ǣsɮÞǣǼÞضNjȖŘŘÞضɠsNjOŸĶĶsOǼÞŸŘʰǣŘŸǼŸŘĶɴ¯ǣÌÞŸŘ_sǼÞĶEȖǼĶǣŸǣNjsʪsOǼÞɚs safety  aspect.   Focussing   on   the   print   trend   Crystal   Dimensions,   repeated   psychedelic   motifs   could   be   used  as  a  more  fashion  forward  line  for  PUMA.  These  intricate  designs  based  on  water   patterns  and  sea  plant  prints  would  work  well  as  prints  on  trainers  or  clothing.  If  used   in  panels  or  small  elements  on  clothing,  these  prints  would  add  a  fashion  edge  to   functional  sportswear. In  PUMA’s  manifesto  they  describe  their  dedication  to  supporting  up  and   coming  creative  talent.  To  continue  this  with  this  trend  in  mind,  PUMA   could  collaborate  with  a  print  designer,  such  as  Michael  Cina,(work   pictured  right)  to  create  new  print  designs  for  their  products. These  prints  would  not  only  be  fashion-­forward  and  on  trend,   EȖǼǼÌsɴɠŸȖĶ_ĶǣŸEsȖŘÞLJȖsǼŸǼÌsENjŘ_ʳɟŸNjĨÞضɠÞǼÌ an  artist  would  also  give  the  brand  extra  cultural  kudos   and  potentially  widen  their  consumer  base.  


24

4C AW13 Trend Report

hours in... TOKYO

Hailed as  the  retail  capital  of  the  planet,  Tokyo  is  worthy   of  a  place  at  the  top  of  your  city  hit  list.  Home  to  some   of  the  most  innovative  designers,  the  brightest  lights  and  the   ǼǣǼÞsǣǼ¯ŸŸ_ʰǼÌsEȖʊʊÞضğƼŘsǣsOƼÞǼĶŸ¯¯sNjǣɠsĶǼÌɴÞŘʪȖɮ of  inspiration.  The  truth  is  24  hours  just  isn’t  enough  to  see  the  whole   of  Tokyo,  but  when  time  is  of  the  essence,  this  guide  should  help  you   experience  the  best  the  city  has  to  offer. WAKE  UP…

…At 4.30  am  (no  time  for  sleep  –  you’re  in  Tokyo!)  and  make  your  way  over  to  Tsujiki  Fish   Market  –  the  gastronomic  hub  of  the  city  -­  to  witness  the  lively  tuna  auction.  Just   ĨssƼɴŸȖNjÌs_Ř_ÌŘ_ǣ_ŸɠŘʲ¶ÞŘǼʩǣÌɠÞĶĶŘsɚsNjŎĨsÞǼǼÌNjŸȖ¶ÌOȖǣǼŸŎǣʳ Instead,  you’ll  want  to  save  your  suitcase  space  for  oriental  pottery  from  the   surrounding  market  and  you’ll  also  be  able  to  pick  up  an  authentic  Japanese   cookbook  or  two. ݯǼÌsǣȖŘ_NjÞs_ǣLJȖÞ_Ř_ĠsĶĶÞs_ssĶǼǣǼsNjǣŸŘŸ¯¯sNjNjsŘ˅Ǽ satisfying  your  appetite,  it’s  time  for  breakfast.  If  your   ǣǼŸŎOÌOŘÌŘ_ĶsÞǼʰĠŸÞŘǼÌsEOĨŸ¯ǼÌsLJȖsȖs¯ŸNjŘɴ of  the  sushi  restaurants  in  the  market  and  gorge  on   the  city’s  freshest  sashimi  before  sunrise.  


4C AW13 Trend Report From Tsujiki,  jump  back  on  the  Metro  and   head  to  Harajuku.  The  main  street  to  explore  is   Takeshita-­dori  –  the  homeland  of  Japanese  kitsch.   You  can  spend  forever  wandering  down  here  but  these   are  the  must-­dos:   EATǻÌsĶŸOĶ_sĶÞOOɴÞǣǼÌsËNjĠȖĨȖONjsƼs˛ʩĶĶs_ɠÞǼÌONjsŎʰ fruit  or  even  savoury  delights,  one  of  these  should  hold  your  hunger   off  until  you  fancy  popping  into  of  one  many  eateries  in  the  area  for  lunch.   SHOP  Daiso  is  a  100Yen  store  that  is  far  removed  from  its  English  counterpart,   ƻŸȖŘ_ĶŘ_ʳǻÌs¯ŸȖNjʪŸŸNjǣNjsʩĶĶs_ɠÞǼÌNjŘ_ŸŎĨÞǼǣOÌŘ_¶NjÞǣÌsƼÌsŎsNjʰ ŎŸŘ¶ǣǼǣŸŎsĠsɠsĶʩŘ_ǣʹǼÌsÌŸŎsɠNjs_sƼNjǼŎsŘǼÞǣsǣƼsOÞĶĶɴ¯NjȖÞǼ¯ȖĶʺʳ LAUGHËÞ__sŘ_ŸɠŘŘȖŘÞ_sŘǼÞʩEĶsǣǼÞNjOǣsŘsNjǼÌsǼŸƼŸ¯ǼÌsǣǼNjssǼĶÞsǣŘ NjO_sʩĶĶs_ɠÞǼÌƼÌŸǼŸEŸŸǼÌǣŘ_ÞŘOsǣǣŘǼĶɴÌÞ¶ÌƼÞǼOÌs_˄ŎȖǣÞO˅ʳƻŸǣsÞŘ¯NjŸŘǼ of  the  camera  and  watch  as  your  eyes  are  widened  and  skin  lightened  (the   Japanese  beauty  ideal),  before  decorating  your  images  with  as  many  hearts,   ʪŸɠsNjǣŘ_ƼȖƼƼÞsǣǣƼŸǣǣÞEĶsʳ Tip:ǢÌŸȖĶ_ɴŸȖʩŘ_ɴŸȖNjǣsĶ¯ÌsNjsŸŘǢȖŘ_ɴʰʹɠÌsŘǣOÌŸŸĶ˅ǣ out)  you’ll  be  treated  to  congregations  of  teens  in  the  most   outlandish  of  costumes.  They  usually  love  having  their   photo  taken,  so  don’t  be  afraid  to  ask.


4C AW13 Trend Report

At the   end   of   the   street,   and   across   Omotesando  (home  to  Chanel,  Maison  Martin   Margiela   etc,   with   Prada   and   Issey   Miyake’s   Pleats  Please  stores  just  around  the  corner)  you’ll  see   ËNjĠȖĨȖǢǼNjssǼʳǻÌÞǣǣÌŸƼƼsNj˅ǣÌɚsŘÞǣʩĶĶs_ɠÞǼ̯ǣÌÞŸŘ EŸȖǼÞLJȖsǣŘ_OŸŘOsƼǼǣǼŸNjsǣʰÌŸȖǣÞضÞŎ¶ÞŘǼÞɚsəōŘ_ innovative  merchandise.  Our  only  advice:  go  in  everwhere!     Other   shopping   highlights   in   this   area   include:   Studious,   6%dokidoki,   Comme  Des  Garcons  Good  Design  Shop,  Isabel  Marant,  Anrealage,  I  am  I,   Moma  Design  Store  and  Shu  Uemura  to  name  but  a  few.   ɟÌsŘǻŸĨɴŸ˅ǣNjsǼÞĶÌǣsɮÌȖǣǼs_ɴŸȖʹŘŸǼsʲɴŸȖOŘŘsɚsNjsɮÌȖǣǼÞǼʺʩŘ_ƼsOsŘ_ solace  in  Yoyogi  Park:  a  welcome  sanctuary  from  the  visually  invasive  sights  of  the   city  and  home  to  the  calm-­inducing  Meiji  Shrine  and  Temple.   DINNER  TIME Tick  off  another  Tokyo  area  on  your  to-­do  list  by  heading  to   Roppongi   for   some   delicious   Yakitori   (Japanese   skewers)   at   Roppongi   Momodori.   We   recommend   the   wasabi   chicken  and  mini  leeks  washed  down  with  a  lychee   wine  cocktail.

AW13 Trend report for PUMA  

An A/W 2013 trend forecast for PUMA

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