Week 5: Secondary Research

We spent a session conducting secondary research in the library, by consulting journals and other publications. I found that most trend-forecasting journals are evidence-based and not dictatorial. This is undoubtedly the preferred and more respected method as forecasting in itself is based on research - as per weather forecasters do!

The journal I liked the most was International Textile Report, as it provides textile trend reports along with runway images of designer who utilized the aforementioned textiles. It showed the many different ways one fabric could be used, thus a trend need not be common worldwide or become stale. Furthermore, it portrays my deep-rooted belief that fashion is an art form. With numerous designers using the same fabric in 20 different ways, styles, cuts and manipulations, it is awe-inducing how a little creativity can go a long way, and that we always have something to learn from each other.

ELLE (Decor) is dictatorial rather than evidence-based, which narrows the scope. However, it is a good source of inspiration and suggests different styles and colour schemes although it is not a reliable trend forecast.

Campaign Asia-Pacific is more business-based and corporate, with interesting branding activities identified and new trends in technology. This is a good source for my discipline, Fashion Merchandising & Marketing, in regards to studying the hard facts and incorporating these techniques into my own work. However, it can also be classified as a forecast journal as I believe new trends that catch on will stay for a period of time, especially in the business environment. For example, social media has been prevalent in society for over a decade with no sign of waning. New trends identified such as sustainability will in turn persist for years to come.

Week 4: Being Alive

This week we explored more about trends from FaithPopcorn's BrainReserve. 

The trend our group researched on was 'Being Alive'. (1)

The caption captures the essence of the image. It portrays a lady participating in some form of self-enrichment exercise, likely yoga or meditation, surrounded by the beauty of nature.

I believe the message behind this trend is that life is beautiful if only we embrace it, by our very core : our own health! 

We first identified how this trend has emerged over time. A new shift towards alternative medicine was identified in 2000, with an estimate of 46% of Americans visiting acupuncturists, herbalists and other alternative health specialists. (2)

Holistic Health
Holistic health is an umbrella term for the fusion of Western with alternative forms of healing. The reason for the growing number of people taking this route rather than traditional Western medicine is due to the "treatment-oriented framework" that Western medicine is. This is to say, Western doctors aim to treat illness immediately with no regards for the patient's feelings or opinions. Unfortunately, most of this medicine is synthetic and come with toxic side effects - for example, antibiotics can cause women yeast infections or affect the body adversely in the long run.
Alternative medicine, however, aims to heal with multiple different methods, some of which are passed down from generations.

"Alternatives to Western medicine include: acupuncture, body work (yoga, shiatsu, acupressure, qi gong, massage), herbal medicine, homeopathy, nutrition, vitamin therapies, shamanism, aromatherapy and numerous other methods for helping people stay well and deal with illness. In most alternative practices, there is a skilled and knowledgeable practitioner who works with a client. Because most non-western practices are aimed at improving overall health (often termed a "wellness" approach), most practitioners do not just focus specifically on treating symptoms. In addition, many people use things that they have learned in their cultures and homes: like Grandmother's chicken soup among many Jewish Americans, and among many Latinos, it is not unusual to go to a spiritual healer and/or curandero when someone gets ill." - Ana Lara for Wiretap

More people want to live better, and "healthier", by embracing alternative methods.

"Being Alive" also refers to living healthier by being conscious about everything around you. The greener, the better!

Fashion
This trend has panned out across fashion at a slowly increasing pace. Firstly, we have H&M Conscious(3), who took the first step in sustainable fashion with the promise of fashion that not only looks good but does good, with the use of recycling, the choice of being ethical, awareness of the climate and responsibility.
Dries van Noten's (4) Spring/Summer 2015 womenswear collection which includes the use of many organic hand-woven materials, also revolved around the beauty of nature, with models lounging on beds of moss. For the womenswear in-store presentation, all canapes served were organic such as nuts and fruits, with nothing artificial such as Coca-Cola.


Patagonia (5) created a stir in the industry by releasing an ad telling consumers not to buy their jackets. The message behind this is that we should not buy what we do not need, as we "reimagine as world where we take only what nature can replace".

Other brands that have embraced this trend are :
- Sprite (under Coca-Cola) released a zero-calorie Sprite Zero drink
- McDonald's now serves apples and corn, as an option besides fried food
Many technology companies have produced smart watches that track your heartbeat, pace and much more, aiding the user to be more health-conscious.

A significant one to note is Jean-Paul Gaultier collaborating with Coca-Cola to produce a limited edition Diet Coke bottle. Other fashion-food collaborations such as Lanvin x Laduree to produce macaroons are much less healthy. (6)


This trend has shaped the youth of today as we see more people travelling more, exercising more and eating healthier. "Being Alive" by living your life to the fullest, means not restricting yourself of things and events that could help you grow and learn as a person.


Bibliography
1. Faith Popcorn's BrainReserve. The 17 Trends That Reveal the Future. <http://www.faithpopcorn.com/trendbank/> [Accessed 7 Feb. 2016].

2. Lara, A. (2000). Holistic Health: A New Youth Movement or Just Another Trend?. Alternet. <http://www.alternet.org/story/9410/holistic_health%3A_a_new_youth_movement_or_just_another_trend> [Accessed 7 Feb. 2016].

3. About.hm.com, H&M Conscious. <http://about.hm.com/en/About/sustainability/hm-conscious/conscious.html> [Accessed 7 Feb. 2016].

4. Blanks, T. (2014). SPRING 2015 READY-TO-WEAR Dries Van Noten. Vogue.com. <http://www.vogue.com/fashion-shows/spring-2015-ready-to-wear/dries-van-noten> [Accessed 7 Feb. 2016].

5. Blogs.ubc.ca, (2014). PATAGONIA’S UNUSUAL MARETING CAMPAIGN – Sophie Endl's Blog. <https://blogs.ubc.ca/sophieendl/2014/11/05/patagonias-unusual-mareting-campaign/> [Accessed 7 Feb. 2016].

6. Bumpus, J. (2009). Fashion Food. Vogue UK. <http://www.vogue.co.uk/news/favourites-of-vogue/2009/11/fashion-food-collaborations> [Accessed 7 Feb. 2016].