So after the colour project presentations, we were immediately assigned to our new teams and got briefed on a new task: AW15 TREND BRIEF. It would take me forever to describe everything that has occurred during these numerous tasks but I would like to succinctly write about the process.
This brief is formative, meaning we will get feedback from our lecturers as opposed to summative work which means our final grade. The Trend Brief is split into 4 stages comprising of:
- Trend Analysis
- Retail / Brand Analysis
- Consumer Analysis
- Brand Analysis Presentation
We’re currently in the middle of task 4 – researching and analysis one particular brand along with presenting our findings and ideas next Thursday. Our team has organised everything – we’ll visit the store and ask questions, and we have private rooms booked in the library to create and rehearse the presentation.
With the three tasks now behind me, I can say that I’ve enjoyed most parts of it and therefore have learnt a lot about the seasonal nature of the fashion industry, trend forecasting, the different sectors and levels of the industry and how retailers apply trends and communicate to their consumers.
1ST – For the first task, teams were allocated a category (womenswear, beauty, menswear, footwear etc.) and we got FOOTWEAR. We then chose a sub category BOOTS to focus on. We had to summarise the AW14 key trend predictions using moodboards from all our research (WGSN and magazines Harper’s Bazaar, international editions of Vogue). We had to include areas such as colours, materials, trims and key styles, amongst others. From our sub-category, we summed up our trend predictions and gave it a title/description:
POWER | DOMINATRIX | ROYAL | CHEAP LUXURY
Colours – black, burgundy, navy, greys, browns
Materials – patent, velvet, suede
Trims – tassels, lace ups
Key styles – knee high, ankle, block/statement heel
2ND – After we had identified the AW15 key trends, we had to investigate how they have been adopted and communicated by brands and retailers. It involved all teams visiting twelve different stores with four different market levels (High end/Designer, Middle, Mass, Value) and had to analyse using the marketing mix (the 7Ps – product, price, place, promotion, people, process, physical evidence).
Designer – Vivienne Westwood, Flannels
Middle – Whistles, Reiss, Karen Millen
Mass – Topshop, Dorothy Perkins, Dune
Value – Primark, Sainsbury’s, Shoe Zone
I found this task challenging as we only had a week to complete it and we had to scrutinize each brand’s retail environment with the 7Ps and how they adopted each AW15 boots trends (4 categories). Overall I’m pleased with our group’s presentation and from the feedback we got, they liked the structure and content.
3rd – Subsequently, the consumer analysis required us to identify how consumers have adopted the trends from street style photos. We had to create another presentation along with our street findings.
I’ll be posting about the last task next week once we have completed it along with our lecturer’s feedbacks and thoughts.