Trend ReportSpring/Summer 2017Athletica Haute CoutureOlivia JoubertJay Knight

1. Silhouettes and Design Details:

Cardigan & Sweaters

The cardigan & sweater are one of the more favorable items of

clothing in the athleisure trend. The term cozy is very well associated with

the feeling of the clothing, the look and definitely the style. The Nike Dri-Fit

line is being adopted by many consumers across the world especially runners

and athletes. Many of these sweaters especially Nike Dri-Fit are made of a

high performance polyester fabric that moves sweat away from the body and

to the surface of the fabric which then evaporates.

Shirts & Blouses:

The design of these silhouettes is used in high-performance and

training wear and can be worn for many athletes in any sport. The shades of

these shirts work really well for both knit and woven fabrics. Many of the

trims and finishes of the shirts add a sort of sporty edge to the silhouette and

are to establish an urban athletic feel. Also many of the shirts are worn and

meant to make the person wearing them very relaxed, comfortable and

stylish.

2. Key Looks:

Cardigans and sweaters:

The cardigans and sweaters of this trend have a little bit different look

than the rest of the articles of clothing. For sweaters/cardigan’s we predict a

more simplistic look. This is where the modernist style comes into play. The

sweaters and jackets tend to be neutral colors. The reasoning behind this is

for the fashion followers could feel comfortable by toning down the more

confident statement pieces. A great deal of inspiration would come from

warm up outfits (example: sports teams). The goal here is to find multiple

used for one sweater. The innovative technology of the fabric will create a

sweater that you can wear to the gym, or run a 5K in.

Shirts and Blouses:

For shirts and blouses expect to see risky and shorter cuts. The whole

idea of the fitness movement is to be confident in your body. Expect to

see long sleeve shirts with a lighter, breathable fabric. Bodycon shirts,

bright colors, and transparent fabrics are also very common. The summer

heat was kept in mind while predicting these trends. For men loose,

sleeve less shirts will be popular. Also a lot two-piece set items, for

example a crop top with a matching skirt or pant. This look was selected

due to comfort but with a sleek look. The vibrant colors and sharp cuts

make the shirts dressy and athletic.

Active Wear

Many of the active wear for this trend are made of cotton, polyester.

Polyester tricot is especially intertwined with the designs for this trend as

seen in many of the joggers produced by major sport retailers such as Adidas,

Nike, and Puma. It’s all about being comfortable with your active wear

especially when working out, going for a run, or playing a sport. The fabrics

are meant to intake your sweat that is produced by your body then released

to the surface of the clothing while you are still looking stylish and

comfortable while working out.

Dress & Jumpsuits

Dress and Jumpsuits are adopted and favorably worn by many. The

jumpsuits feature a polyester fabric made to keep you dry and comfortable.

These jumpsuits typically hold mesh panels at the back yoke and inseams to

offer breathability. Ergonomic seams to enhance your range of motion and

also side zip pockets. Also an elastic waist with draws cords for a snug,

adjustable fit.

Accessories

Many accessories such as bags, gloves, and watches all hold different

features but nevertheless are meant for comfortability and to assist you with

anything you need during your workout. Many of the backpacks are

lightweight, durable, and water resistant and meant to keep gear dry in wet

conditions. The fit-bit does not just keep a watch on your calorie but also add

some style to your outfit. The look is graphic and dynamic yet commercial.

The retro reflective neon gloves light up during the night in order to give

athletes elevated vision during dark nights of practice and working out.

1. Key Colors

The six colors for this season include Elephant, Nectarine, Oh Cyan,

Dead Sea, Flamingo, and New Moon. This color palette will be part of the new

trend because it is the perfect balance between edgy and minimalistic tones.

The color palette was designed to be suitable for the fashion leaders and the

more conservative groups. The bright colors can be used as accents to the

greys, blacks, and whites on the designs to make each piece attention

grabbing. The bright colored statement pieces can be toned down with

darker outerwear. The color scheme is appropriate for spring/summer 2017

because of the wild, vibrant tones. The lighter colors follow the scheme of a

tropical sunset, which can make consumers minds associate the bright colors

with summer, while the black creates an glamorous feel.

2. Fabrics/Materials:

The fabrics and materials seen in this look all relate to innovative

fibers. Throughout every key look the same materials are used. The materials

are a blend of synthetic and natural fibers. The purpose of the fabrics is to be

able to brace the elements. Most items are hydrophobic. The mesh style

fabrics are used for temperature control. The fibers are designed to keep one

feeling refreshed all day. Some of the fibers have anti-perspiring technology

in which it requires less of a need to be washed. These fabrics are also known

as ecofriendly, which is always a positive thing.

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B. Promotions

Shay Mitchell of Pretty Little Liars has decided to launch an Athleisure

line with well-known department store Kohl’s that offer many brand named

clothing. Her collection features sports bras, graphic T’s, fashion tanks, and

leggings from the price is $20-$50 dollars. The leggings feature adjustable

waistbands that can be worn up high for more coverage or bolded down for a

low-rise look. The leggings and sports bras are made from Wandertech,

which is a polyester-spandex blend with a 4-way stretch and sweat wicking.

Other pieces of clothing within the line are made of French terry and

cotton/rayon for maximum draping and comfort.

http://wwd.com/fashion-news/fashion-scoops/shay-mitchell-kohls-launch-

athleisure-10196238/

C. The potential of the trend

This target market are independent working adults who try to balance their

day spent in the office between their time spend at the gym. Initially the

fashion leaders will be the most eager to try this new trend but quickly the

sustainability, function, and durability while looking like something that was

designed by Alexander McQueen, will catch on to a variety of groups.

Retailers that will be most likely to take on this trend is Lulu lemon, BeBe,

and Nike. These costumers are looking the next step in clothing innovation.

We believe this will be a short=term trend rather than a fad due to the

quality and multifunctional properties of the product lines.

D. Map the trend

For the trend of Athletica Haute couture there was a specific target

market intended. The adopters of our trend include men and women

between the ages of 20-38. The theory that can be applied to this trend

would be the trickle across theory. The trickle across theory can be described

as the popularity of a trend moving equally across multiple groups of people.

The reasoning behind this theory is because different groups can adopt high

fashion athletic wear. Fitness is a activity that is widely common between

many people. Buyers will be attracted to the innovative styles and

technologies used. This gives the fashion world a glimpse of the future. The

styles can be easily adapted. Because this trend is based of hybrids of athletic

wear the styles can be move around categories, so basically there are many

multifunctional pieces.

References:

Mendina, M. (2015, August 3). Shay Mitchell, Kohl’s Launch Ath-leisure Line. Retrieved October 6, 2015.

WGSN Fashion Trend Forecasting and Analysis. (2015). Retrieved October 16, 2015.