For the trend research I chose to use LS:N as the main source for identifying the most relevant ones for my brand as it collates the main ones in a cohesive and logical order.
The two main macro trends I identified were:
- Conscious consumption among affluent millennials
I chose this trend as it is very relevant from the main aspects of my brand already identified, which are: Target market - women aged 25-35 (millennials), sustainability (conscious consumption), premium prices (affluence)
It will be important for me to consider the ways in which I can construct a brand that communicates a distinct positive message, that presents action is being taken by the brand to foster change within in the world, as this is a key factor to my target market when choosing brands to purchase from
- The Athena Woman
This trend describes the modern-day woman: Educated, affluent, confident and optimistic. She cares about the world and in terms of income, power and status, she is increasingly man’s equal – often his better. One of the main impacts of this trend is changing the way women are addressed in marketing, branding and advertisements, there is the demand for women to be acknowledged equally to men. This will be considered within the brands entire marketing, branding and communications to appeal to the modern woman. This is particularly relevant as the brand aims to be sustainable, therefore targeting women who care about the world and targeting a premium market of affluent women.
The two main micro trends I identified were:
- Demand led design
Three-dimensional virtual prototyping programmes such as CLO are giving fashion designers the tools to design garments in digital form, without the need to cut out a physical pattern or sew a seam.
This concept is particularly advantageous for start ups as it enables them to utilise the software to present their designs online to consumer before they are physically made - meaning capital to produce a collection as the consumer would pay for this prior to production
The process also reduces environmental impact as only the products ordered from consumers are produced, eliminating waste.
For my brand as a start up this could be an affective trend to adopt in order to generate capital to produce the designs Additionally it also adheres to the sustainable values my designer would like to present as it reduces the amount of waste typically created within a collection.
- Bundle buys
Luxury fashion brands are exploring the benefits of selling their pieces in bundles.
For example, The Kit, is a sustainable fast fashion label created as a solution to the concerns associated with the traditional structure of seasonal fashion. The concept behind the brand is to offer garments that, although available to buy and wear as separates, function together as entire outfits.
Another brand which follows the bundle buy concept is the wardrobe, which goes a step further and offers bundles of 4 and 8 garments which can only be bought as set bundles. The purpose is ti cater to busy women who don't have time to shop for various separates and create outfits.
Brands that offer bundle buys also tend to offer garments that are reasonless styles so the consumer can purchase classic pieces that they can wear over and over and have for much longer than just one season.
For my brand I think this could be an effective way of targeting 'The Athena Women'as someone who is busy and a lot more important things to be doing than clothes shopping. It also adheres to sustainable element by offering seasonless styles, eliminating throw-away culture. One way Emily explained how her collection would be sustainable was through creating timeless pieces that won't go out of fashion - therefore this trend conveniently ties in with my designers values and intentions with her designs.
Next I will discuss the process of identifying my brand name!
Helena
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