trend forecasting presentation
DESCRIPTION
A group-based presentation I completed and designed, detailing trend predictions for Autumn/Winter 2013.TRANSCRIPT
Trend forecasting
Trend forecasting
Trend forecasting
Visual merchandise
illuminative industrialism
Low-tech- poor economic climate = return to ‘crafts’
customized conceptions
Integrity- enhanced customer experience -– creative
control
discernibly kitsch
Attention grabbing // escape from modern pressures
– // irony and satire
Trend forecasting
Print and graphics
a stamp of superiority
Authenticity/heritage // handcrafted look // less
corporate
Signage confines
Artistic/conceptual space // 3d // encourages direction
of travel
Playful personalisation
Value beyond purpose // memorable // lightens mood
Trend forecasting
Creative direction
The Nordic warrior
Craft and eco aware // rural/urban crossover //
modernist Scandinavian appeal
atomic man vs. astronomic outdoors
Expansiveness of nature // environmental
responsibility // the great outdoors
CONSUMER configuration
Brand as personality/experience // understanding the
consumer
Trend forecasting
menswear
Neoteric neon
Rave nostalgia // desire for individuality
A painters palette
Anti-fashion, rebellious // contrived spontaneity-
reference to art
Bodacious berry
Luxurious tradition // dark sophistication
brand integration Ted baker menswear
Brand values Honesty
Heritage
Tailoring
Loyalty
Contemporary
Quality
Passion Endurance
Mischief
Luxury Sophistication
Gentleman sharp
smart
Brand research
Consumer portrait
Visual merchandise- in store making
- low-tech/personalised elements in store
- In store making = quality, integrity, craft - tailor to customise/alter suits - Consumer experience- allows for individuality
and control
Advertising- consumer portrait
- “we don’t have a specific target market”- ted baker
menswear manager
- Current look book; generic, not reflective of their supposed consumer base
Advertising -Consumer portrait
- Currently view print advertising as ‘dishonest’
- Envisaged using consumer portrait in A/W 13 look book
- Gives more personal feel - Enhances lifestyle/personality of
brand
Clothing Range
Footwear Range
“Trend forecasting: distribute the future”