WGSN TREND RESEARCH
After looking at some market research on trends on WGSN, I want to have a further look and find trends that may be relevant for my brand and target market. I will be looking at different reports on trend and colour for example, based on A/W 19/20.
I found some reports on cultures and how the future will be very inclusive of different cultures and races, including eastern and middle eastern cultures. I believe that using inspiration from different cultures would appeal to an more mature market of educated young professionals who may pay attention to social movements and news about equality and inclusiveness. The colours found in the WGSN reports are also colours used frequently throughout the previous All Saints range such as dark blues, greens, neutral tones, browns greys, mustard yellows and oranges.
In the brief it describes how minorities will become future majorities and how the future will become more inclusive of all cultures. Therefore, making my range inclusive of more than western cultures, it could sell better when it comes to A/W 19/20.
This report tells us that Muslims could make up a quarter of the world by 2050. Therefore, I want to explore more of the Middle Eastern culture and designs to inspire my range.
I came across a demin fabric trend feature which I wanted to look at want to look at because denim has been used a lot before in All Saints collections and I feel may be desirable to the target market.
Lots of light denims used in the previous All Saints collections
I love the look of the different denims sewn together. I think it looks trendy and adding recycled denim could be a way of adding sustainability to the range. The target market is aware of environmental issues and world news, therefore adding sustainability could be a way of selling the range to them.
Recycled looks of denim has been used in All Saints past collections.
I found a feature on China colouring which I felt would be relevant to my theme of cultures as well as the colours in this feature were similar to colours used in previous All Saints collections.
"Neither dull nor brash"
"Neutral"
Sustainability has really stood out for me when doing trend research in my visual book. I feel that including a colour such as 'sustainable green' would be worth while and fits the less bright tones that All Saints uses.
This page of the report claims that Golden Sand signifies "Timeless Luxury". Using a tone such as Golden Sand could bring a luxury feel to my range that could appeal to working professionals who want quality clothing.
This is a very commonly used colour in past All Saints collections.
I really liked the colours and ideas that this report gave me for my range. I want to possibly include the colours from the Pantone guide such as the greens, browns and blues.
I then wanted to look at different colours from around the world so looked at the global colour trends for A/W 19/20 on WGSN.
I think the use of greens and yellows will be used in the range because it will link in the colours of the Chinese influence.
This is a very good idea to incorporate into the designs. Recycled denim looks could be attractive to the target consumer who is concerned about the environment and global issues. Patchwork denim has also been used in previous All Saints collections. Using it in designs may also save the company money and help with their corporate image because they could be helping the environment by reducing waste and increasing sustainability.
Story telling - recycled denim looks?
Incorporating this trend into the collection may work well because the target consumer is a young professional who may want clothes that are suitable for work and leisure.
Split seams at end of the sleeves or hem could be a good idea to give a rough or imperfect look and add colour to these parts.
Soft and comfortable jumpers which are able to be worn during long working days.
Warm and practical jumpers for young professionals who value comfort as well as style.
*Lots of midi lengths in previous All Saints collections, would work well for young professionals in work environment and wearing on social outings.
70's necklines such as turtle necks - very popular in All Saints collections and look professional and smart.
Young professional styles that I looked at in my research book included lots of mid length and A line skirts. All Saints also have used A line skirts before in previous ranges. It would also suit a young professional who has to look smart, modest and sophisticated for a work environment.
More references to Chinese culture, making the range more relevant and on trend for A/W 19/20
All Saints used lots of woolen coats and jumpers for men's collections. This would be good for a working male who wants to stay warm on the commute to work or walking around in the city doing business.
-Casual wear that is too sophisticated to wear at home - this would suit the range as it is to be used for work and social outings.
-Rich mid-tones are commonly used by All Saints
-Tailored trousers could be a good idea to use for work and social outings
Mustards, oranges, browns and beiges, blues, greens and greys seem to be the colours that have been used the most through out my research on WGSN. These are also colours that have been used or similar to in previous All Saints seasons. Therefore, including the right tones of these colours in the new range could mean it will suit the All Saints brand and it's target consumer.
The styles are also similar to ones used in past All Saints collections such as the A line skirts and warm coats and jackets.
1. Fitness for purpose. Why does the chosen work represent the best outcome of the options you could have developed?
The work is relevant to the design process because it is market research for the chosen season and gives proper insight into styles and colour charts that will be trending then.
2. How does your work compare with the professional work you researched?
The market research is similar to what many high-street fashion businesses would use when designing new ranges, in order to obtain reliable information about trend forecasts.
3. What were the technical constraints and difficulties you encountered?
The technical constraints and difficulties were finding the most relevant WGSN reports to use and which ones would be most useful to use for the new range.
4.How could you have improved the process or outcome?
I could have been more selective with my research and taken less time to come to conclusions about the colours and styles which I wanted to use. This is important because time is important during the design process. This is because there is a lot to be done and fashion brands must keep up with the demands of fast fashion and customer's expectations.
