Insight and innovation
In this module, I was asked to explore, question, and envision the fashion industry's future. 2020 brought change and promoted the unlearning of our current mindset towards consumerism but how will these changes alter buying behavior? And what opportunities or challenges will arise?
By looking at cultural movements, innovation and sociological trends, I developed an understanding of the shifting fashion and lifestyle landscape. This then helped me to recognise what factors influenced this human behavior and build on my in-depth research to identify future scenarios. I then communicated these through a visually inspiring trend report and film.
This project was split into three different elements:
Group research and film
Trend publication
Essay
Together this work helped me develop my creative image-making, digital skills, critical writing, film editing, trend research and concept development and creative trend writing.
Group Research AND FILM
To begin this project I worked as part of a team to produce the above video. My role during this project was researching and sourcing. To begin, I put together some basic information about what Hyper-customisation means, how it is used now and some ideas about how it might be used in the future which I was then able to share with the group. This initial research supported the completion of a mind map drawing out keywords, benefits and drawbacks highlighted it also helped develop a PESTEL report. I then began to look into the difference between customisation and personalisation addressing how this can be useful to companies and brands.
This basic research gave me a great understanding of what hyper-customisation means and collectively as a group developed ideas leading to a more concessive awareness of our trend concept. The next step was to research current brands which use customised products. By reviewing these products and services and a host of videos on hyper-customisation I was able to put together story treatments for our films along with customer profiles to support my second treatment. Ultimately we chose a different route for the film instead, looking at how hyper-customisation could hinder our society.
To view my full research pack please click here
Trend Research pack
To follow on this project I was asked to work independently to deliver a projected future view of lifestyle trends through a trend publication with an accompanying research pack. This would give designers, retailers and brands crucial guidance on how to develop products or services for their audiences. I spent some time beginning my research looking into current trends and how sites such as WGSN and trend bible communicate them and the events that have happened in society to influences these. This insight into how they develop trends supported me as I began researching current events and developments within a range of sectors from technology to politics, I created three proposals which I then presented in a group setting and listened to valuable feedback which helped me chose my final point of interest ‘Next Gen Material’.
With this trend in mind, I looked into how we use and waste material right now and what changes we have seen to shopping habits over the last two decades. With the increase in fast fashion seemingly not slowing down, it is understandable that our water consumption, waste and carbon emissions will increase but that is not to say change isn’t occurring. Over the last 5 years, the rental market has grown with predictions that its market worth will double in the next 5, my research found that this type of purchasing is more fit for women aged 25 and over but I wanted to understand how this could be adapted for a younger audience.
This trend pack was to be focused on generation Z consumers I spent a lot of time looking at their behavior finding that concepts like second-hand buying, upcycling and handcrafting were on the increase. Research into these shopping habits led me to look into companies like Open Access and Depop etc and what brands like Diesel and Miu Miu are doing to attract a younger generation of consumers. My research into this led me to look at what material brands are able to upcycle with or what waste can be used in alternative ways, when thinking about this I wanted to see what technological advancements had been made in fabric developments.
Smart material became my third and final area of focus. As I began to research this I learnt how there are two types of smart material and both could lead to incredible different developments for both consumers and brands. I not only looked at how technological elements are impacting material but also new materials which have been developed more ethically through fruit and veg such as apples like Tommy Hilfiger’s collaboration with Frumat and mushrooms which has become increasingly popular over the last year. I finished my research looking at blockchain a new concept which I believe if developed would be very beneficial in second-hand shopping so that consumers can see where their purchases have previously been.
To view my full research pack please click here.
Trend Publication
My final digital trend publication included primary manipulated images and gifs, links to relevant articles and creative writing for the overall trend and each trend sub-section. My aim was to produce a trend publication which would give businesses and brands a clear insight into generation Zs wants and needs currently and how we will see these develop over the next decade. Each section has action points which highlight different aspects of the trends which companies could pick and chose to work with their business needs and develop appropriately. I also discussed some developments more specifically such as designer brands needing to find other ways to make their products noticeable without brand logos due to consumers upcycling suggesting more collaborations and customisations of identifiable silhouettes.
To view my full trend publication click here.
To view my accompanying essay to this project which discusses the key ways in which Burberry engages in processes of digital communication and story telling strategies, please click here or look at the case studies section on my blog.