FORECASTING FASHION, DFS 2004
GEMMEL LEE (F14FM0094)
RESEARCH DOSSIER
This digital research dossier comprises of trend analysis, research and cultural brailling. Individual links are below, and also on the sidebar in chronological order.
Wednesday 20 April 2016
Content Page
Reflection & Conclusion
I have learnt the basic ways of identifying a trend - cool hunting, trend spotting and brailling the culture. However, I believe I still have a long way to go. This module has been extremely helpful to me as in Fashion Marketing & Merchandising, trends are highly important in regards to what sells and what does not. Rather than following current trends blindly, I'd like to identify future trends to tap in on.
Forecasting Fashion has also opened my eyes to the world around me - living in Singapore for two decades, I never knew how much it had to offer. I find myself observing the people around me wherever I am now, and spotting new changes. New trees? Sustainability. Group of people doing yoga? Being alive. I don't believe I can go back to my pre-forecasting days, but I am glad for it!
In Week 5, I flipped through a few forecasting journals.International Textile Report was the most interesting to me, and I will make a point to read every future publication. It showed how a single fabric can be styled, cut and manipulated in a multitude of ways by different people, which proves that a trend is universal, even if you do not realize it is even happening!
I will definitely keep in mind rising trends to further support my future work.
Forecasting Fashion has also opened my eyes to the world around me - living in Singapore for two decades, I never knew how much it had to offer. I find myself observing the people around me wherever I am now, and spotting new changes. New trees? Sustainability. Group of people doing yoga? Being alive. I don't believe I can go back to my pre-forecasting days, but I am glad for it!
In Week 5, I flipped through a few forecasting journals.International Textile Report was the most interesting to me, and I will make a point to read every future publication. It showed how a single fabric can be styled, cut and manipulated in a multitude of ways by different people, which proves that a trend is universal, even if you do not realize it is even happening!
I will definitely keep in mind rising trends to further support my future work.
Tuesday 19 April 2016
4 Trend Boards
Trendboard #1
Description: The buildings flanking this Indian temple have a distinct art deco style of architecture with the gothic lancet arched windows on the left, and fan arch windows on the right. However, the building on the right has a gable roof - in layman's terms, a sloped roof that is highly prevalent in Western countries, especially Italy and France, whereas the flat roof on the left is favoured in Spain and furthermore, seemingly ubiquitous to Singapore with our droves of HDBs & condominiums. It is beguiling how we incorporate a multitude of architectural details in a single area. All this, bordering a place of worship nonetheless!
Nevertheless, the highlight of this trendboard is the way these styles mesh together seamlessly and look perfectly, comfortably in place despite the constrast. We can all appreciate beauty in any form, and this trend circumvents all disciplines from architecture to fashion, where we pay tribute to other cultures and also celebrate our own.
Trendboard #2
Location: Tiong Bahru
Description: Cultural decorations are usually restricted to their areas or only on special occasions (e.g. Lunar New Year), such as Chinatown, Little India and the like. However, to see strongly Chinese elements in Tiong Bahru is, pun intended, a culture shock indeed. Although Tiong Bahru is within the vicinity of Chinatown, where I grew up in, I have never seen it celebrate Chinese culture, instead being modern and Western-influenced. I believe culture is deep-rooted and habitual, however with the rising trends of the decades as they pass such as technology, and rising influence from the West, deviating from our roots is inevitable - but not permanent. As a third-generation Cantonese, it is difficult for me to feel like I belong, and increasingly difficult to preserve my own culture. Thus, this trend hits close to home and touches me deeply. The Heritage Cycle by Simon Thurley explains that by understanding culture, you will then learn to value it, and by valueing it you will care for it and ultimately, enjoy it.
Related to the aforementioned trend of Architecture Assembled, Singapore is indeed taking the steps to make sure everyone has a place where they belong. As we are a melting pot of ethnicities and cultures, this trend will only grow stronger, and for the greater good.
Trendboard #3
Location: Tiong Bahru
Description: As aforementioned, Tiong Bahru has always been Westernized as long as I can remember. There were more than 4 of these similar minimalist cafes that I discovered, with a common theme of a luxurious indoor setting, offering the same dishes such as pizza, wine, and breakfasts at $15-20 per dish, $7 and up for a coffee. The neighbourhood dimsum shops pale in comparison! Tiong Bahru is very clean and caters to the middle to upper class. However, patrons of these cafes range from students to working adults - possibly "working from home" adults.
Such dining places suggest that people want an escape from frantic day to day life, and with the rising trend of technology, this place is certainly "Facebook-worthy", with beautiful decor and a relaxed environment making you feel special and in the lap of luxury - in any business, it is all about making the consumer feel special. Thus, this trend of Luxury Lunching is certainly on the rise as compared to fine dining for $60/plate, I believe $15/plate in a similar environment gives the consumer the same feeling.
Trendboard #4
Location: Chinatown
Description: Singapore, despite all its claims of being a garden city, lacks foliage immensely. We have a multitude of similar trees and bushes every 400 meters or so, but with the exception of Gardens by The Bay, we have hardly any "GARDENS". However, residential areas have started beautifying their greenery, including Paya Lebar and Tiong Bahru besides Chinatown. This trend is definitely here to stay, as we begin to cherish our world and the rising issue of sustainability is addressed. We are finally transforming our concrete jungle into somewhere we can BE ALIVE.
Saturday 2 April 2016
Week 13: Cultural Brailing: Farrer Park & Chinatown
1. FARRER PARK
At Farrer Park for the second Cultural Brailing, the buildings are spaced out and the area is relatively clean with quite a number of trees. The flooring is unique in the sense that it is wooden or brick, except for concrete pavements. There are large areas of grassy plains.
It is mostly residential areas with cafes and coffee bars nearby.
WHAT'S NEW
Architecture is unique and modern, with art deco gothic influences.
It is near the Central Expressway, which could be a reason why it is clean and beautiful - so that tourists passing by in cabs get a good impression, and also because people merely pass by in cars and do not linger.
WHAT'S OUT OF THE ORDINARY
The pavements are very sleek and beautiful as compared to other residential areas with concrete floors.
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L'etoile cafe
This cafe is inspired by indie Japanese cafes. As it is in Owen Road, it is relatively secluded and provides an escape from the hustle and bustle of Singapore. In comparison to the numerous new-age cafes with luxurious marble tiling and gold trim, cafes such as L'etoile in the area and all over Singapore cater to people who would rather get away from their busy lifestyle to actually enjoy their time and be themselves with no reason to impress.
The people residing in and around Owen Road are post-war baby boomers. I believe this is because the area is secluded and quiet, with a nice and peaceful atmosphere suitable for retirement.
Nearby, is Little India.
WHAT'S DIFFERENT
2. CHINATOWN
Undoubtedly a cultural area and place where heritage comes to life, Chinese elements are extremely prevalent - but I wanted to find what else it had to offer.
WHAT IT HAS:
WHAT'S MISSING:
There are a few malls, however, there is a distinct lack of Western architecture as to be expected in Chinatown!
There are not many people my age, mostly retirees and tourists in the baby boomers generation. I expect this is because the baby boomers treasure their culture more, and tourists of course would like to learn more about the country they are visiting.
WHAT'S NEW
Chinatown has beautiful greenery and unique flowers galore. I have not seen this in many places, but it appears that gardening is becoming a trend.
This was the 3rd storey of the same building, a gate of a preschool! Likewise, tourists are highly unlikely to view this. It is indeed inviting to young children, and takes away the sinister image of a black, metal gate.
Week 12: The Next Black Trend Canvas
We had an online class this week, filling out a trend canvas about the film The Next Black. Here is what I wrote, relating to the previous session.
Week 11: Interesting Websites
In class, we were presented some interesting sites and told to look for some on our own. These sites represent the changing trends in the general public.
For example, one site Ms Jones presented was inclov.
This online dating website caters to people with disabilities or health disorders. This is good because it outright tells any potential partners of any issues you may have, and people in the same boat can connect and better understand each other.
A website I found that is similar is depression.dating.
This website connects people who suffer from the mental health disorder Depression. As both parties understand the condition, they are better able to help each other and bond over shared troubles and find love.
I believe the trend these websites address is Being Alive. A disorder or disability should not stop you from finding love. As more people begin to embrace themselves and see themselves as a whole instead of damaged goods, they start to look to better themselves in every way to embrace life and be alive. As the years go by, I expect more niche dating sites and online communities to surface to cater to the market's needs. I think this is beautiful, as in other online forums or platforms I would expect this group of mental illness sufferers to be ridiculed, shunned, or shamed, However, we have come up with a way where they too can feel love as everyone deserves love.
Bibliography
Inclov. Welcome to Inclov. [http://inclov.com] [Accessed 2 Apr. 2016].
Depression.dating. Depression Dating - Find Friends Dealing with Depression. [http://depression.dating/] [Accessed 2 Apr. 2016].
Week 10: The Next Black.
In the film The Next Black, new technologies, sustainability concerns and wearable technology are addressed by the designers behind these ideas.
This to me addresses the trend Status Tests as people try to outdo each other with sustainability and high-tech items that even cross over to fashion. As people want to feel special, playing a part in sustainable fashion by participating in eco-friendly innovations makes them feel they play a part in saving the earth.
I'd like to highlight the part in The Next Black where sportswear brand Adidas created a wearable technology in the form of a shirt that detects your heartbeat. The creator stated that the football players they gave the shirt to would refuse to wear it because it was tight, or cut off the sleeves of the $500 shirt. It has to be tight to detect the heartbeat.
This makes me feel that perhaps this generation is not yet ready for wearable technology, or that technology has to progress further before we can learn to appreciate it. It is appalling how ungrateful consumers are, to destroy a $500 shirt with spectacular technology, simply because it is mildly uncomfortable! This consumer group, as they are football players, are within the age of 25-30 as footballers often retire at 30 because the game is too fast-paced. Thus, this places them in the millenial generation. Millenials undoubtedly are the "NOW" generation, wherein they want things, their way, anyway, anyhow, anywhere and any time. Failing to meet these requirements will lose you the attention of this market, even more so revenues.
It is not possible to change a generation. But we can adapt to their needs, and this is what trendforecasting is about.
This to me addresses the trend Status Tests as people try to outdo each other with sustainability and high-tech items that even cross over to fashion. As people want to feel special, playing a part in sustainable fashion by participating in eco-friendly innovations makes them feel they play a part in saving the earth.
I'd like to highlight the part in The Next Black where sportswear brand Adidas created a wearable technology in the form of a shirt that detects your heartbeat. The creator stated that the football players they gave the shirt to would refuse to wear it because it was tight, or cut off the sleeves of the $500 shirt. It has to be tight to detect the heartbeat.
This makes me feel that perhaps this generation is not yet ready for wearable technology, or that technology has to progress further before we can learn to appreciate it. It is appalling how ungrateful consumers are, to destroy a $500 shirt with spectacular technology, simply because it is mildly uncomfortable! This consumer group, as they are football players, are within the age of 25-30 as footballers often retire at 30 because the game is too fast-paced. Thus, this places them in the millenial generation. Millenials undoubtedly are the "NOW" generation, wherein they want things, their way, anyway, anyhow, anywhere and any time. Failing to meet these requirements will lose you the attention of this market, even more so revenues.
It is not possible to change a generation. But we can adapt to their needs, and this is what trendforecasting is about.
Week 9: Trendwatch Singapore Workshop
Trendwatch Singapore presented 4 trends they have discovered.
The way to connect with the target audience is to have a combination of basic needs being met, innovations created and have the solid backing of drivers of change to ensure your product or campaign will be successful.
Trend: Status Tests
In this age, people seek to define their self worth and elevate their status beyond luxury brands. If twenty other people are carrying the same Gucci bag as you, it's not as prestigious as you thought after all! Thus, people search for new, niche, and innovative ways to "stand out" and feel worthy. Besides followers or 'likes' on social media, brands have taken marketing activities to a new level of direct marketing and interaction.
We carried out an exercise where we formulated a plan or campaign on a consumer trend canvas for NIKE, keeping in consideration the trend of Status Tests.
INSPIRATION:
1. The bar 1930 in Milan utilized the mobile dating app Tinder to create a strict door policy.
Extract from https://medium.com/trendwatching-pulse/why-in-2016-successful-brands-will-test-their-customers-d5f1e34d108f#.vfwxez2jd :
"1930 set up a Tinder profile of a girl from 1930, asking potential entrants to ‘court me like they used to in the old days’. The profile had 4,000 matches in the first week, with applicants asked to ‘act like gentlemen’ and pick up digital handkerchiefs. In what it described as the lowest conversion ever, the bar eventually let one winner enter its premises."
2. 
Baskin Robbins had a marketing strategy where customers wearing pink would get an extra scoop of ice cream with their purchase, only on Wednesdays. This ties to the movie Mean Girls' famous quote "on Wednesdays we wear pink". How hip and refreshing!
BASIC NEEDS:
Status Tests addresses the human need to feel wanted, desired, relevant and recognized. Delving within these feelings brings happiness, fulfilment and enjoyment. By achieving what they perceive to be a higher status, they feel satisfied and proud.
DRIVERS OF CHANGE
- LONG TERM SHIFTS:
1. People are becoming more conscientious about their appearance. This is due to Photoshopped advertisements everywhere lowering our self esteem as models are blemish-free and flawless. Besides which, the prevalence of social media in this age also showcases the "glamour" of the lives of others, Photoshopped pictures, and everything that would be a highlight reel of your life.
- SHORT TERM TRIGGERS:
Linked to the long term drivers of change, the frequency at which we use social media leads to lesser privacy, thus people only want to show their good side to feel gratified and prove themselves as worthy. This in turn leads to competitiveness as people try to outdo each other with their achievements, be it a 5 star vacation or the latest bag off the catwalk. 200 likes? I've got 201!
EMERGING EXPECTATIONS:
- Points of tension and customer expectations skyrocket with this trend. People are more inpatient and want instant gratification, comparable to the one second it takes to tap the "like" button online! With this borderline selfish attitude, it's all about NOW and ME. People want direct, personal and physical interactions.
- Brands must prove their worth before asking the customers to prove theirs. For example, Louis Vuitton founded in 1854 has long since established their reputation as a prestige brand, thus customers are willing to queue up and pay thousands for one product. Brands can prove their worth by branding activities that imply prestige and exclusivity.
- Less brand loyalty: Customers will easily drop one brand for another if they deem it more worthy. This links to ..
- Expect more unique innovations from brands. This way, customers will stay loyal with fresh activities carried out to maintain the image of the brand.
Thus, we apply our INNOVATION TARGET:
PROPOSAL:
The GET IT RIGHT campaign by NIKE.
Nike sponsors various sports teams and athletes, one of which is Manchester City Football Club. In this video campaign, Manchester City players take their turns at shooting penalties wearing limited edition sneakers. 50 pairs of these Nike sneakers will be released in each country to the first 50 customers instore at the launch date.
The catch is. the customer gets the left shoe upon entering the store, but he/she has to work for the right shoe, to GET IT RIGHT. Scoring 5 out of 5 penalties will earn the right shoe with a discount as well as a personal embroidery of your name on the side with Nike's and the campaign's slogan "(NAME) JUST DID IT AND GOT IT RIGHT". However, failing to score still enables you to purchase the shoes albeit without embroidery.
The best penalties by customers will be videoed and shown in Nike's next advertisement.
This activity would make the winning customers feel like they fit and skillful, and are on the same level as professional football players. This makes them proud and happy of their achievements. The shoes are also extremely limited edition, thus they are perceived as a status symbol. Furthermore, the best customer videos will be aired by Nike, which brings fame and recognition to the status-hungry consumers!
As we aim to please and not disappoint, we do not show the customers who failed to score or deny them their purchase as it would generate spiteful, unhappy reviews.
Wednesday 2 March 2016
Week 8: Cultural Brailing: Tiong Bahru
We partook in cool hunting and trend spotting along Yong Saik Street and the Tiong Bahru district to see how things are changing. After this trip, I realized how areas of Singapore are changing. I grew up in Chinatown, to the east of Tiong Bahru, and the new direction this area has taken is eye-opening.
WHAT'S NEW
Despite Singapore's claim to be a "garden city", it is still ultimately a concrete jungle. However, the foilage in Tiong Bahru is aplenty and very different from those elsewhere. New grass and trees are planted every 400 meters or so, and even willow trees are spotted! The residents as well take it into their own hands to brighten up the landscape with their own unique choices of plants, e.g. pineapples
There was even a large clearing filled with various trees of different species, whereas in other places such areas would have been turned into football fields.
We happened upon a Vietnamese art studio and had a chat with the curator. This is the only ArtBlue in Singapore, and one of the few in the area. The founders, one of which is Vietnamese, decided to rent this space as their studio cum apartment was small, and this is a big neighbourhood near the MRT station.
The price of the art pieces ranges from $700 to $15000, with young Singaporean couples, often newly weds, purchasing the lower end and expatriates purchasing the higher end.
I find this intriuging because personally, none of my aunts and uncles purchased any art after marriage or even a decade later. This is a new pattern forming where people start to appreciate art more and are willing to pay for it.
In other areas of the country, construction is usually carried out by local companies with Chinese names. It is a key point to note that highly reputable Keppel is taking this area. The tagline is also apt for the changes taking place - "thoughtful innovations for thoughtful experiences" implys that something big is on its way, and it will surely add to the character of the city.
WHAT'S OUT OF THE ORDINARY
Books Actually has only 1 outlet in Singapore, in Yong Saik Street. I was surprised to find some obscure (albeit talented) authors like Chuck Palahniuk and Salman Rushdie, This is actually their specialty, as they carry books that even large companies like Kinokuniya and Popular do not. They also carry a wide range of local authors.
They are doing very well as they can afford to rent such a large store space near an MRT station and carry hundreds of different authors from every continent, as well as sell various knick-knacks. This is comforting to know that people still buy books in the digital age.
Many Chinese elements are prevalent in Tiong Bahru - even an umbrella stand has a Chinese design! As Singapore is over 70% Chinese, it is important we do not forget our culture. Culture is ever important in life, but we tend to deviate from it as is inevitable with the rising modernity and Western influences. However, we can still keep the Chinese roots with Western touches as is seen here!
The neighbourhood is very clean despite all the construction going on, and the architecture is quaint. The grills on the windows are very unique, with simple but special designs. This brings back memories of olden Singapore.
MULTIPLES:
These are 3 different cafes. There are numerous cafes in the area, that all share the same interior design. Black, gold and white are prevalent, with wood and marble trimmings. Kitsch slogans are plastered everywhere. This Western influence is very strong.
CORRELATIONS:
Tiong Bahru possesses a modified Art Deco style called Streamline Moderne with rounded balconies and flat roofs. Most buildings added after the war were designed minimally compared to the more dynamic designs pre-war. The minimalist cafes do not look out of place amongst the clean, sleek buildings, and the suggestion of middle to upper class presents a correlation to the prices of the nearby cafes ($7-$15 for a coffee as compared to under $2 at regular neighbourhood coffee shops).
WHAT'S MISSING
-supermarkets
-coffee shops
-convenience stores
-people my age
Most cars in the area are Audis, BMWs, or Volkswagens, with multiple hired taxis. There are also many bicycles. This suggests the income of the residents. As Tiong Bahru Plaza has a supermarket and various other stores, the surrounding neighbourhood does not really need one.
PEOPLE
Despite the prices of cars, cafes and other stores in the area as well as the rental, people dress extremely casually. This could be because spending on cars and living is more important than expensive garments, as a house or car would last much longer than a dress!
The residents do not wear what is currently popular, e.g. snapback hats, drawstring bags, high waisted shorts, ripped jeans, sneakers. The garments are distinctly unbranded. There are few accessories, not even watches, but those that do carry bags or wallets have plain coloured leather ones with a discreet luxury logo e.g. Prada, Coach, Miu Miu. iPhones are prevalent in hands.
However, the expatriates in the area wear almost exclusively Levi's with various types of brogues. This is more casual than smart, but an interesting combination.
As we went from 9am-2pm, there are not many people walking around during work/school hours. However, many are on their laptops or having meetings in various cafes we entered. This shows that they have flexible schedules and possibly work from home or are self-employed. They could also have chosen this area just to complete some work, due to the atmosphere.
Week 7: Themes
My group agreed that the main points of Chapter 2 in the Trend Forecaster's Handbook are as follows:
- Brailling
- Cross cultural analysis
- Deep diving
- Idea dens and evidence walls
Topics of secondary importance are stuff, deep diving into areas of concern and the 3 times rule.
I think that an underlying theme to all the aforementioned is the importance of being physical. Idea dens and evidence walls are physical workspaces with printed photographs and notes of the area you are researching into. In this age, we could easily create an "evidence wall" online with Photoshop. A good forecaster would not only rely on the internet, however, and utilize journals, magazines and other materials. Having physical surroundings compared to a digital space removes the feeling of being confined or restricted, and liberates you. As you are physically surrounded by all these ideas, you will become more productive.
Brailing is an important way of analysis. It is about being extremely observant of the "bumps" in the culture. Besides looking for stuff within or between cultures, we should also look for what is missing, what is there, and what is beginning. The 3 times rule states that if you see the same trend in 3 areas not related, a trend is forming!
My value judgments for this chapter are that we learnt proper procedures to conduct trend research and the different techniques to do so. This new information gleaned is very important and gave us insight into the trend forecaster's world.
- Brailling
- Cross cultural analysis
- Deep diving
- Idea dens and evidence walls
Topics of secondary importance are stuff, deep diving into areas of concern and the 3 times rule.
I think that an underlying theme to all the aforementioned is the importance of being physical. Idea dens and evidence walls are physical workspaces with printed photographs and notes of the area you are researching into. In this age, we could easily create an "evidence wall" online with Photoshop. A good forecaster would not only rely on the internet, however, and utilize journals, magazines and other materials. Having physical surroundings compared to a digital space removes the feeling of being confined or restricted, and liberates you. As you are physically surrounded by all these ideas, you will become more productive.
Brailing is an important way of analysis. It is about being extremely observant of the "bumps" in the culture. Besides looking for stuff within or between cultures, we should also look for what is missing, what is there, and what is beginning. The 3 times rule states that if you see the same trend in 3 areas not related, a trend is forming!
My value judgments for this chapter are that we learnt proper procedures to conduct trend research and the different techniques to do so. This new information gleaned is very important and gave us insight into the trend forecaster's world.
Week 6: Definition of a Trend / Trend Forecaster
This week, we discussed what we had read in chapter 1 of The Trend Forecaster's Handbook by Martin Raymond. The key trend of the chapter is the definition of a trend, as well as the definition of a trend forecaster.
Henrick Vejgaard's Diamond Shaped Trend Model
This model clearly defines the levels at which consumers are at, with trend creators at the very top and the consumers that follow in different categories. Social factors affecting consumer trends also come into play with cultural and behavioural trends.
We also discussed a few noteworthy trendforecasting agencies.
WGSN.com, which is both evidence based and dictatorial, provides multiple categories to read about.
Apart from trend reports,marketing articles also give insight into the business while still leading back to trends (E.g. top campaign trends). WGSN has helped me to a great degree especially in my product development project, as their trend reports cover everything from fabrics to colours, and even obscure trends such as the "Digital Wave" or the exoticism of Asia catching on worldwide.
Apart from trend reports,marketing articles also give insight into the business while still leading back to trends (E.g. top campaign trends). WGSN has helped me to a great degree especially in my product development project, as their trend reports cover everything from fabrics to colours, and even obscure trends such as the "Digital Wave" or the exoticism of Asia catching on worldwide.
TheFutureLaboratory also created LS:N Global - a trends and insight network.
Besides reports, TrendTablet by Li Edelkoort also provides interviews with designers ranging from fashion to interior.
Articles are both dictatorial and evidence based in the sense that the trend is supported with evidence, and the reasons and source of the trend are deduced from the evidence - it could be intepreted in other ways, such as this excerpt from http://www.trendtablet.com/24588-berlin-2/
"Brutalism: the post-World War II style of architecture with an emphasis on materials, textures and construction. This rough and brutish aesthetic was popular for governmental structures thanks to its ‘honest’ ideology. Today, brutalism is experiencing a come-back through architects and designers who’ve have adopted elements of this particular style. Think of Alexander Wang’s collaboration with H&M, the Adidas Tubular series or the work of architect Tadao Ando. All of these combined are turning this landmark complex into Berlin’s new creative hub."
Sunday 7 February 2016
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!
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.
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.
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!
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].
Saturday 23 January 2016
Week 3: Baby Boomers, Trendforecasters & their Clients
Baby Boomers
According to Investopedia, baby boomers refer to the people born post-war, in the years 1946-1964. In America, this demographic represents nearly 20% of the population, thus they have a significant impact on the economy. (1)
Fig 1.1: Infographic (2)
The biggest difference between Baby Boomers and Millenials is the preference regarding using technology, be it the use of smartphones or social media. Boomers tend not to spend a lot on entertainment or dining out, with clothing expenses declining drastically at 42% for 45 to 54 year olds and 70% for 55 to 64 year olds.(3) This does not bode well for the fashion industry! However, we have numerous other demographics and consumer types to focus on, thus the difficulty of marketing to Baby Boomers is not a big problem.
Trend Forecasting Companies & their Clients
1. Trendstop(4)
Fig 2.1: Trendstop's logo
Fig 2.2: Trendstop's clients
Other than providing trend forecasts to various companies, Trendstop also offers in-depth catwalk analyses on fresh runway shows each season to pinpoint emerging trends. However, some reports and forecasts must be purchased to view.
2. Trendwatching (5)
Bibliography
1. Investopedia (2016), Baby Boomer, Available at http://www.investopedia.com/terms/b/baby_boomer.asp (Accessed 23 January 2016)
2. Weiler, E. (23 June 2015), "eCommerce Infographic: Baby Boomer vs. Millennial Shopping Habits" [Online image]. Available at http://www.nextopia.com/blog/2015/06/ecommerce-infographic-baby-boomer-vs-millennial-shopping-habits/ (Accessed 23 January 2016).
3. Touryalai, H. (15 October 2012). "Baby Boomer Spending Habits: Here's What's Really Hurting Their Retirement". Forbes. Available at http://www.forbes.com/sites/halahtouryalai/2012/10/15/baby-boomer-spending-habits-heres-whats-really-hurting-their-retirement/#751e9e714b70. (Accessed 23 January 2016)
4. Trendstop (2002-16) Available at www.trendstop.com.(Accessed 23 January 2016)
5. Trendwatching, Available at http://trendwatching.com/premium/clients/#form (Accessed 23 January 2016)
Friday 15 January 2016
Week 1 & 2: Introduction, The Diffusion of Innovation Curve
In the introduction to the Fashion Forecast module, we learnt that fashion is defined by a number of factors - luxury, communication, culture, lifestyle & identity.
Thus, these factors also come into consideration when forecasting trends for the upcoming seasons. In particular, lifestyle and culture play imminent roles in influencing future trends and styles. Changes in demographics and psychographics will inevitably affect future trends.
Forecasting fashion requires utilizing innovation and creativity in one's concepts.
Thus, these factors also come into consideration when forecasting trends for the upcoming seasons. In particular, lifestyle and culture play imminent roles in influencing future trends and styles. Changes in demographics and psychographics will inevitably affect future trends.
Forecasting fashion requires utilizing innovation and creativity in one's concepts.
The diffusion of innovation curve
(from the Trend Forecaster's Handbook)
Innovators and Early Adopters are crucial to identify as they influence the public, and thus the global hive mind.
Within the weeks to come, I hope to identify and place people on this map as we discover more new trends.
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