Trend research
You are the Head Designer for a design bureau servicing High Street Fashion Companies. The creative profile of the design bureau to date has shown it to be able to meet customer requirements through:
-Exhibiting an understanding of the design management process and the ability to work within constraints imposed when designing for different markets
-Producing original and high impact research and design ideas
-Demonstrating a considerate professional and ethical work ethos.
-Facilitating access to work at developmental and finished stages in various digital formats suitable to client needs.
ZARA 'The chosen company'
Image can be found on the Pinterest Board: https://www.pinterest.co.uk/quinn1383/zara-chosen-retailer/
The chosen company Zara will aim to launch a new range in AW 19/20 for young professionals 25 years and above. With extensive research on the Brand, it help gain an understanding of the market they aim their collections towards. They are a fashion conscious brand, who provide staple and unique designs for its consumers.
Zara indicate on their website that 'The customer is at the heart of our unique business model, which includes design, production, distribution and sales through our extensive retail network.'
As their is constantly changes in influences within the fashion world and society, trend companies have to very clear on who their consumer is as they are the heart and soul, and what what trends that consumer is likely to adapt to.
Trend Forecasting
When looking at trend forecasting you must go in-depth and research into macro trends from the wider society, looking at trend forecasters like internet, social media, TV, film etc. Trends in previous year aren't copied but are their to change and inspire companies.
This led me to research upcoming WGSN AW 19/20 trends on pinterest, to gain an understanding of how to relate it back to my brand so it targets the customer group properly.
WGSN Trend Research
The WGSN theme that highly related to the brand was 'purposeful', as the company Zara produce collections which are timeless and sufficient, the purposeful theme relates highly in terms of pushing it back a little and focusing on key items which will last for the consumer, whilst still portraying a sense of sustainability by keeping in mind the environment through the designing process.
Image can be found on: https://www.wgsn.com/content/board_viewer/#/76911/page/1
Image can be found on: https://www.wgsn.com/content/board_viewer/#/76911/page/2
The women's forecast showcases styles which are classic, effortless and even though they are timeless they will still remain youthful and relevant to the targeted consumer. The collection will aim to fit the image of the brand, showcasing that they are and always will be a company who produces relevant and up-to-date fashion trends to their targeted consumers.
Image can be found on: https://www.wgsn.com/content/board_viewer/#/76911/page/3
The pantone colours in the purposeful WGSN AW 19/20 theme all balance each other out, they provide a range of colours which will showcase a clean, fresh and balanced colour scheme.
Image can be found on: https://www.wgsn.com/content/board_viewer/#/76911/page/8
Image can be found on: https://www.wgsn.com/content/board_viewer/#/76911/page/9
Further researched the 'Big Easy' trend relating it to the 1970's fashion style. Which is making its way back into fashion again with simple cotton fabrics and loose fitting.
Images can be found on Pinterest Board: https://www.pinterest.co.uk/quinn1383/womens-trends/
Image can be found on: https://www.wgsn.com/content/board_viewer/#/76353/page/1
Image can be found on: https://www.wgsn.com/content/board_viewer/#/76353/page/2
Image can be found on: https://www.wgsn.com/content/board_viewer/#/76353/page/6
Image can be found on: https://www.wgsn.com/content/board_viewer/#/76353/page/9
Image can be found on: https://www.wgsn.com/content/board_viewer/#/76353/page/11
Images can be found on Pinterest Board: https://www.pinterest.co.uk/quinn1383/mens-trend-research/
Image can be found on: https://www.wgsn.com/content/board_viewer/#/76169/page/1
Image can be found on: https://www.wgsn.com/content/board_viewer/#/76169/page/8
Whilst taking the main purposeful theme I then explored into the purposeful forecast knit and Jersey section, this caught my attention straight away.
By incorporating 'liquid reflections' into main young women's/men's purposeful theme to give it that more of an edge, from this i explored Reflections further on pinterest. Taking inspiration from all reflections including water, buildings, space etc. Where i seen a sense of movement and flow within the materials. Were fabrics like water could be used to represent the delicacy and softness. Reflections from building would build shapes, creases and straight linear lines.
Further research on this related research for women can be found on:
https://www.pinterest.co.uk/quinn1383/liquid-reflections/
Further research on this related research for men can be found on:
https://www.pinterest.co.uk/quinn1383/mens-trend-research/
Fitness for purpose. Why does the chosen work represent the best outcome of the options you could have developed?
The chosen work best represents the best outcome as trend forecasting was highly active whilst on WGSN, choosing something which was relate able to the company and target consumer.
How does your work compare with the professional work you researched?
The chosen work best represents the work i have researched as extensive research was done through WSGN and pinterest, seeing what sources and fashion trends were existent in order to develop my own design process, without the use of these sources there would be no relevance to the brand or target consumer, therefore failure in distributing a range.
What were the technical constraints and difficulties you encountered?
I found that trying to incoporate a realistic theme into the WGSN trend resrach proved to be quite difficult as choosing the right colour palette was highly relevant basing it on the companies colour scheme and mood of their previous ranges.
How could you have improved your outcome?
The outcome could have been improved by spending less time over analysing themes, sometimes the more simple ones can be the most effective.
