1.1 MIssed Trend Influence
https://www.wgsn.com/ fashion/article/ 66015fd55a5fb0da983b7 37c?lang=cs#page16
1.2 Missed Trend Origin
According to WSGN,denim jeans have their origins in 19th century workwear, created from levi's.Western Denim culture has begun to infiltrate retail in recent years under the Louis Vuitton director's trend of promoting pop culture in the American West.
Figure 1: WGSN, 2024
Figure 2: Seoul,Another Awesome
Figure 3: Istanbul, Mavi
Figure 4: London, Primark
Figure 5: Antwerp, Jack & Jones
1.5 Missed Trend Opportunity: Dark blue
Dark denim shades such as indigo and black accounted for 44% of SS24 runway color choices, indicating a strong consumer inclination toward timeless and versatile hues. This positions deep-toned jeans as a foundational element in SS25 menswear, combining durability, minimalism, and broad styling potential.
WGSN (2024) SS25 Fashion Trends: Runway Colour Analysis. Available at: https://www.wgsn.com (Accessed: 3 May 2025).
From 2025 onward, more versatile and durable colours. The colour of the Year for 2025 will be Future Dusk, a shade between blue and purple. This Fashion Week, there was an 11.2% increase in the dark blue colour mix on the catwalks compared to the previous season. Dark blue reached a 33.2% presence on the runway. - WGSN (2024) SS25
1.5 Missed Trend Opportunity
1.7 Micro Denim Jean With SS25 Trends
According to WSGN, driven by #CityDressing urban wear, #WorkExperience workplace experience, #Workwear workwear and #DenimOnDenim denim with denim styling, there has been an overall increase in denim offerings for Spring/Summer 2025.
Figure 1: WGSN,2025
Figure 2: The medle- Down leory. Veblen. 1899& Siramel
1.8 Target Consumer
Core age group:
Middle class and young urban groups aged 2555.
Income and spending power:
Middle to upper-middle income group.
Seeking value for money, high quality and reliable service.
Shopping Methods:
Combined online and offline.
High expectations of the try-on experience and merchandising in shops.
2.2 Competitor Shop
M&S had very poor sales of denim jeans in the 25SS season, with competitors' denim jeans ranging in price from 24.99 to 59, styles remaining classic and vintage, and colours remaining in darker shades.
£40
£25.19 after discount
Competitors' jeans selling trends from late March to May
2.4 Colour
Dark denim shades such as indigo and black accounted for 44% of SS24 runway color choices, indicating a strong consumer inclination toward timeless and versatile hues. This positions deep-toned jeans as a foundational element in SS25 menswear, combining durability, minimalism, and broad styling potential.
WGSN (2024) SS25 Fashion Trends: Runway Colour Analysis. Available at: https://www.wgsn.com (Accessed: 3 May 2025).
According to WGSN’s SS25 catwalk analysis, dark denim shades accounted for 44% of all denim colour appearances, indicating a clear directional shift towards deeper, more versatile tones (WGSN, 2024).
Figure 1: WGSN,2024
Deep blue and carbon black toned tannins are well accepted amongst UK consumers and are particularly suited to the M&S 30+ staple customer, being both robust and stylish.
Zara SS25 Dark Grey And Vintage Blue Straight Leg Jeans.
https://www.zara.com/uk/ en/wide-leg-jeans-withtopstitchingp05585403.html? v1=427632408&v2=24321 31
H&M’s Conscious Denim collection combines sustainable materials with eco-friendly washing processes, evaluated for environmental impact including energy and water usage (H&M Group, 2014). https://www2.hm.com/en_gb/ productpage.1222676008.html
3.1 Final Garment
