KFB103 Trend Report

Cross-Cultural Phenomenon

 Trend 1#

Spotted on Adelaide Street, Brisbane, 8^th March 2013

Meet Jana, an avid op-shopper who picked this gorgeous vintage skirt from local Brisbane suburb Paddington, and teamed it with a sleeveless, midriff, turtleneck top. Eastern-inspired prints, like the feature on Jana’s skirt, have been forecasted to trend in winter 2014 (Première Vision, 2013). To balance the eye-catching ensemble, she's chosen a minimalist leather satchel purse and black ankle boots, which also fits View2’s forecasted footwear direction for winter 2014. She has effortlessly tapped into the cross-cultural fashion phenomenon; where east meets west.

While China has concentrated its investments on Western countries, such as the US and Australia, in the past (Euromonitor International, 2012), and the ethnic populations inside these countries are expanding (Euromonitor International , 2012), it's no shock to see such diverse cultures paired together in the state of fashion. Designers globally are currently inspired by the East, which can be seen in various forms, from the use of floral motifs to opulent silks (Wallbank, 2013).

The latest Creative Direction report from trend forecasters at WGSN suggests that this trend can be captured by adopting a modern take on traditional looks, in combination with ceremonial decoration and craft (WGSN, 2013). Draw inspiration from Jana’s combination of using a typical Western garment with a piece using a traditional Japanese motif, which happens to be forecasted as a graphic direction of View2’s ‘Asia Happenings’ trend in winter 2014 (Keller, 2012). Another take on the cross-cultural trend is the use of rich textiles featuring texture and/or hand-finishing techniques “[to] convey a crafted narrative" (WGSN, 2013). However you channel the cultured look, it will definitely be on-trend for future seasons.

With the accessibility to travel improving every day, everyone is on the move (Euromonitor International, 2012). Consumer, social and fashion trends are all pointing toward the cross-cultural movement. The zeitgeist is embracing its wanderlust - especially through fashion. Throw on an Eastern (or Western, depending on your culture) inspired piece to cross cultural barriers before you miss out on all the adventure.

Mobile Society

 Trend 2#

Spotted outside 7-Eleven, Elizabeth Street, Brisbane, 8^th March 2013

Nowadays, no one is disconnected, ever. You're probably reading this blog via tablet computer or smart phone. Bronte here is the tech-savvy, modern woman who knows that it doesn't matter where she is - only whether or not she's carrying her mobile. Dressed in corporate casual black Capri pants and a grey top featuring flounce short sleeves with contrast trimming, her ensemble is as office appropriate as need be. Her ballet flats and necklace are both subtle points of interest, but the real eye-catcher is her hot pink mobile phone case.

Bronte tells me "I can't count the amount of different style phone cases that I have", as she keeps her mobile on hand, 24/7. Restricted by the office dress code, she has thought outside the box by positioning the focus of her outfits on her mobile phone. This is clearly on-trend as she combines technology and fashion. As the consumer demand for convenience and mobility, businesses are looking toward social media (Euromonitor International , 2012). A great example of this is Arcadia’s Topshop, named the “retailer to watch” by Stylus Media Group CEO and chairman, March Worth, for their “innovative use of social media” (Worth, 2013). Today’s ‘digital revolution’ is undeniable (Booty, 2011).

The Mobile Society trend can be achieved as simply as Bronte, by stocking up on a multitude of accessories for your tech essentials. Accessories of high interest are balanced with clothing of a utilitarian design (WGSN, 2013), or uniform look similar to Bronte's. Alternately, digital, pixilated prints embody the spirit of the mobile age (WGSN, 2013). Such prints will be seen on basic, classic designs (WGSN, 2013).

With an increasing consumer demand for mobile technology, to business trends in social media, the participation in the technological sphere is beneficial for all users (trendwatching, 2013). As it is a must for all of us in our professional lives, it’s beginning to not only enable productivity, but creativity (Graham-Rowe, 2011). Connect to your mobile phone through fashion, if you haven't already, because the Mobile Society is here to stay.

Industrial-Styled Sustainability

 Trend 3#

                  

                                                     

 Spotted outside of Myer Centre in Queen Street mall, Brisbane, 21^st March 2013

In the face of the uncertain future, youth like Choi here are looking for more. He wears a slouchy, oversized knit in combination with rolled-up trousers in the Pantone shade of ‘endless blue’, which is forecasted by Première Vision to trend in winter 2014. (Première Vision , 2013). He also wears oxblood Doc Marten combat boots, because “not only do they look good, they’ll last forever”.

A noted consumer macro trend is that customers are becoming very cautious about buying new (Euromonitor International, 2012). Sustainability enters the fashion scene, not for the first or last time. There has been a decline in the interest of moderately expensive fashion labels as consumers are becoming more frugal, triggered by the global economy and the dollar strain on every-day life (WGSN, 2013).

Choi is embracing the sustainability trends from toe up. Channelling the industrial trend by “bringing new proportion and oversized silhouettes into play”, while also focusing on functionality in terms of both his clothing and accessories (Wallbank, 2013). The Doc Marten combat boots make a strong durability statement – as they were originally worn as workers boots, they have a reputation for being long-lasting and highly durable. The sweater and rolled trousers provide and industrial look, with the knit and denim textiles are durable and functional for every-day wear (WGSN, 2013). The overall muted colour tones are modest – in touch with the trend of buying for sustainability and the forecasted colour trends for casual flats in 2014 (WGSN, 2013). The large duffle bag, to top off his entire outfit, signifies that Choi is ready for anything.

In times of financial hardship, and the existence of the cautious consumer, corporations are catching on, implementing sustainability into their business plans as a higher priority (WGSN, 2013). The ‘thrifty mindset’ we've seen here demonstrated by Choi, and what we will be seeing on the streets more often in the near future, will thrive for at least the next few years (Euromonitor International , 2012).

References

Battersby, M., 2011. In the club. Viewpoint, p. 86.

Booty, E., 2011. Majority Report. Viewpoint, pp. 64-65.

Euromonitor International , 2012. 10 Global Consumer Trends for the Next Five Years. [Online]
Available at: http://blog.euromonitor.com/2012/12/10-global-consumer-trends-for-the-next-five-years-strategy-briefing.html

Euromonitor International, 2012. 10 Global Macro Trends for the Next Five Years. [Online]
Available at: http://blog.euromonitor.com/2012/11/10-global-macro-trends-for-the-next-five-years.html

Graham-Rowe, D., 2011. Amateur hour. Viewpoint, p. 109.

Keller, L., 2012. Winter 13/14 Footwear Trend Direction. View2, December, p. 177.

Première Vision , 2013. Colour Trends Winter 2013-2014, Paris: Première Vision.

Première Vision, 2013. Print Trends Winter 13-14: Screen, Paris: Première Vision.

trendwatching, 2013. South & Central AMerica: What You'll Get. [Online]
Available at: http://www.trendwatchingreports.com/south-central-america/what-youll-get/
[Accessed 18 March 2013].

Wallbank, S., 2013. SS 13/14: What will trend. Ragtrader, March, p. 16.

WGSN, 2013. A/W 14/15 Fashion Forecast. [Online]
Available at: http://www.wgsn.com.ezp01.library.qut.edu.au/content/report/Creative_Direction/Autumn_Winter_2014_15/a_w_14_15_fashion_forecast.html

WGSN, 2013. A/W 14/15 Fashion Forecast. [Online]
Available at: http://www.wgsn.com.ezp01.library.qut.edu.au/content/report/Creative_Direction/Autumn_Winter_2014_15/a_w_14_15_fashion_forecast.html
[Accessed 18 March 2013].

WGSN, 2013. A/W 14/15 WGSN x Royal College of Art: future trends. [Online]
Available at: http://www.wgsn.com.ezp01.library.qut.edu.au/content/report/Trend_Analysis/Materials/Inspiration/2013/February/a_w_14_15_wgsn_xrcafuturetrends.html

WGSN, 2013. Materials Forecasr A/W 14/15. [Online]
Available at: http://www.wgsn.com.ezp01.library.qut.edu.au/content/report/Design_Forecast/Materials/Autumn_Winter_2014_15/a_w_14_15_materialsforecast.html
[Accessed 18 March 2013].

WGSN, 2013. S/S 14: Première Vision top 5. [Online]
Available at: http://www.wgsn.com.ezp01.library.qut.edu.au/content/report/Trade_Shows/Full_Report/2013/Feb/Trends/s_s_14_premiere_visiontop5.html
[Accessed 18 March 2013].

WGSN, 2013. Sourcing in 2013 Outlook. [Online]
Available at: http://www.wgsn.com.ezp01.library.qut.edu.au/content/report/Sourcing/2012/December/sourcing_in_2013outlook.html
[Accessed 18 March 2013].

WGSN, 2013. SS14 Premiere Vision: Colour Analysis. [Online]
Available at: http://www.wgsn.com.ezp01.library.qut.edu.au/content/report/Trade_Shows/Full_Report/2013/Feb/Trends/s_s_14_premiere_visioncolouranalysis.html
[Accessed 18 March 2013].

Worth, M., 2013. LMFF: Business Series. Ragtrader, March, p. 4.