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EXCLUSIVE TO TRENDWATCHING PREMIUM CLIENTS
FASHIONINDUSTRY UPDATE
AUGUST 2015
premium.trendwatching.com 2FASHION INDUSTRY UPDATE | AUGUST 2015
WELCOME
...to TrendWatching’s Fashion Industry Update, exclusively for Premium clients.
This update provides an unmissable window on Fashion insights and innovations. The Feature Trend – chosen from the 100+ trends you have access to as a client – is backed with a contextualized hero example and examples of best practice to inspire your own trend-led innovations.
Enjoy, and good luck!
STATUS SEEKERS HUMAN BRANDS
BETTERMENT BETTER BUSINESS
YOUNIVERSE UBITECH
LOCAL LOVE INFOLUST
PLAYSUMERS FUZZYNOMICS
EPHEMERAL PRICING PANDEMONIUM
HELPFULL POST-DEMOGRAPHIC
JOYNING REMAPPED
NOTE: When viewing the kickass innovations from page 8 onward, look out for the trend tags! Each example is labeled with its related mega-trends (listed below), followed by the corresponding sub-trend.
SEE ALL FASHION INNOVATION EXAMPLES ONLINE »
FEATURING
CHOICE CUTSIt’s time for fashion brands to
curate the best of the best
CHOICE CUTS
Overwhelmed, choice-saturated consumers are looking to fashion brands to create curated collections and provide relevant recommendations. For fashion brands, the chance to show off good taste can pay dividends.
It’s time for fashion brands to curate the best of the best
// DIGITAL INFINITY
Increasingly digital lifestyles provide added
convenience for consumers, yet the near infinite
range of choice (from hundreds of restaurant
recommendations on Yelp, to a plethora of yoga apps
in the app store and the 300+ hours of video uploaded
to YouTube every minute) is overwhelming.
// MACHINE LEARNING
Increasingly sophisticated algorithms can aggregate
consumer data and purchasing habits to make tailored
fashion recommendations (see DATA DIVINITY). Many
consumers are willing to relinquish some control or
privacy for personalized services and selections.
// HUMAN TOUCH
Algorithms are useful, but consumers still place
value on tailored recommendations from real human
beings. They thirst for the skills, expertize and
knowledge from inside your fashion brand… give it to
them and they’ll thank you for it!
// NEW CHANNELS
Where and when can you show off your (good) taste
whilst also serving consumer needs? Think creatively
– fashion brand Pimkie partnered with Antwerp’s Hotel
Banks to provide curated, in-room fashion mini bars.
// EXTREME EXCLUSIVITY
Stefan’s Head made a STATUS STORY play and offered
a curated selection to a limited few. Targeting such a
niche group might feel contradictory, but there’s value
in aligning yourself with exactly the right audience.
// NEW HORIZONS
Providing the best of the best could allow you to
piggyback onto a totally new market. Amazon’s
Exclusives edit showcases brands funded through
Kickstarter campaigns.
WHY NEXT
premium.trendwatching.com 4FASHION INDUSTRY UPDATE | AUGUST 2015
SEE IN THE DATABASE
INFOLUST:
premium.trendwatching.com 5FASHION INDUSTRY UPDATE | AUGUST 2015
FASHION | CHOICE CUTS INNOVATION EXAMPLES
ANTWERP’S HOTEL BANKSCurated fashion bar solves sartorial
dilemmas
May 2015 saw Antwerp’s Hotel Banks unveil the Mini Fashion
Bar: an initiative created in partnership with French fashion
brand Pimkie. Each room was stocked with a range of apparel
and accessories, chosen according to the weather and
activities in the local area. Guests could use clothes from the
fashion bar and purchase items upon checkout. A dedicated
fashion concierge could be contacted for additional sizes or
different garments.
By tempting hotel guests with a curated clothing selection,
Pimkie is targeting an entirely new audience and allowing
them to shop the brand’s range easily. The location-specific
garment selection targets a particular painpoint, and is a
useful solution for guests who are likely to have overlooked
some items. And travelers may already be in an ‘indulgent’
mind-set and more likely to consider ‘treating’ themselves.
But really, the Mini Fashion Bar is all about opportunity.
Fashion brands looking to truly surprise and delight should
consider exactly where and when they might be needed, and
then put themselves in the right place at the right time with
the right solutions. Just don’t overwhelm with options: by
offering a limited selection of useful garments, Pimkie upped
their BRAND BUTLERING skills and positioned themselves as
a helpful fashion brand – one that’s willing to do the hard work
to make consumer’s lives easier.
INFOLUST : CHOICE CUTS
EUROPE
premium.trendwatching.com 6FASHION INDUSTRY UPDATE | AUGUST 2015
FASHION | CHOICE CUTS INNOVATION EXAMPLES
STEFAN’S HEAD
Exclusive apparel available to order via SMS only
AMAZON
Amazon’s Exclusives showcases new brands and Kickstarter successes
THE EDIT
Tinder-style fashion app simplifies mobile shopping
Launched in the US during March 2015, Stefan’s
Head is an etailer and fashion brand operating
via SMS only. In order to be eligible to purchase
limited edition apparel from the brand, customers
need to send an SMS to a cellphone number,
and then receive a reply asking for details of their
social media accounts in order to be vetted by the
company. Those who are deemed worthy receive an
SMS with links to purchase limited edition products
every few weeks, with the site automatically saving
sizing and credit card information.
Amazon launched Exclusives in the US in March
2015 to surface new brands, including those
launched through Kickstarter. All products in
the online store are shipped by Amazon and are
eligible for Prime shipping. To be featured by the
etailer, brands must agree to partner with Amazon
as their exclusive third party retailer, although
they can still sell through their own websites and
physical stores.
Available to download from February 2015, The
Edit is a free mobile app combining a Tinder-
style swipe interface with a universal checkout
cart system, with the aim of improving the mobile
shopping experience. Free to download, the
UK-created app launched with more than 70,000
products from over 200 retailers and brands.
Users swipe right to ‘Like’ products or left if
they’re not interested.
NORTH AMERICA NORTH AMERICA EUROPE
INFOLUST : CHOICE CUTS
15
KICKASS INNOVATIONSFASHION
premium.trendwatching.com 8FASHION INDUSTRY UPDATE | AUGUST 2015
FASHION | KICKASS INNOVATIONS
LEVI STRAUSS & GOOGLE
Fabric project integrates wearable technology control into jeans
TOPSHOP
Fashion retailer hosts blogger-led photography school
REFORMATION
Fashion brand’s range demonstrates impact on the environment
Project Jacquard is a partnership between
Levi Strauss and Google, focusing on creating
apparel from fabrics with touchscreen capabilities.
Announced in June 2015, the project’s aim is
to allow wearers to control their cellphone via
gestures made on the woven fabric of their
apparel. Swipes or taps are mapped to cellphone
functionality, allowing wearers to carry out actions
such as silencing calls and controlling music, as
well as altering cellphone settings and apps. With
the announcement, both companies committed
to manufacturing and integrating Project Jacquard
technology during 2016.
May 2015 saw Topshop partner with Olympus
to host a series of Summer School workshops
teaching people photography skills. Held at the
retailer’s flagship store in London, the half-hour
sessions were hosted by photography and fashion
professionals and bloggers like Disneyrollergirl,
Jay McLaughlin and Mademoiselle Robot. Priced
at GBP 5 each, the workshops included topics such
as street style photography, camera basics and
shooting products.
In celebration of Earth Month during April 2015,
Reformation launched RefScale: a range offering
garments produced with the lowest possible
carbon footprint. An “eco-gauge” feature on the
US fashion brand’s website informs customers
about the environmental impact of each item;
showing the impact on water and CO2, and the
total amount saved by purchasing Reformation
garments compared with traditional manufacturing
methods. The range, which includes shirts, dresses,
jeans, and jumpsuits, aims to empower consumers
to make informed choices and encourage
increased transparency within the fashion industry.
Prices for the line start from USD 28.
BETTERMENT / STATUS SKILLS
UBITECH / INTUITIVE INTERFACES
INFOLUST / TRANSPARENCY TRIUMPH FUZZYNOMICS / BRANDED BRANDS
premium.trendwatching.com 9FASHION INDUSTRY UPDATE | AUGUST 2015
FASHION | KICKASS INNOVATIONS
CHRISTIAN LOUBOUTIN
Footwear range includes options for darker skintones
ZAPATERIAS COBAN
On-the-job education provided to shoe-shine kids
HERMÈS
Luxury brand unveils monthly gift subscription boxes
In August 2015, Christian Louboutin introduced
two new models to the Nude collection of
skintone-colored pumps. The French footwear
brand’s Nude line of shoes launched in 2013
with only light tones of beige, and has since
expanded to offer seven variations of nude. The
final two shades were launched via the Christian
Louboutin website.
In May 2015, Zapaterias Coban, introduced free
educational shoe shine boxes, in a move to support
children who work cleaning shoes on the streets of
Guatemala City. The Guatemalan footwear brand’s
boxes contained radio receivers and headphones
along with shoe cleaning material. Every day, children
could listen to a teacher transmitting lessons on the
radio for one hour, with educational material given
by the Dirección de Educación Radiofónica de
Guatemala (Radio Education Direction of Guatemala).
Reinforcement classes were also given in a classroom
every week, when the children – often the main
earners for their families – were also able to collect
shoe shining material, apparel, shoes and food.
May 2015 saw Hermès launch a monthly surprise
box featuring products from its Petit H range.
Available via subscription only – in three price tiers
from USD 240 to USD 580 – the boxes are on offer
in versions for men and for women. The French
luxury brand’s Petit H line includes products made
from waste materials left over after the creation of
other Hermès items.
HUMAN BRANDS / BRAND MOVEMENTS HELPFULL / LIFE:SUBSCRIBEDPOST-DEMOGRAPHIC / NEW NORMAL
premium.trendwatching.com 10FASHION INDUSTRY UPDATE | AUGUST 2015
FASHION | KICKASS INNOVATIONS
UNIQLO
Apparel brand unveils modest collection for Muslims
ELIZABETH & CLARKE
Womenswear brand unveils unstainable white shirt
DIOR
Luxury fashion brand’s VR headset takes customers backstage
July 2015 saw the launch of the UNIQLO x Hana
Tajima Collection: a collaboration with the UK-
based Muslim fashion designer. The range – which
recognizes the need for garments which are both
culturally diverse and fashionable – includes
hijab headscarves, jeans, blouses and long
dresses, as well as hijab innerwear headscarves
and headbands. The collection was available in
Uniqlo stores in Malaysia, and in selected stores in
Singapore, Indonesia and Thailand; prices ranged
from MYR 19.90 – 149.90 (USD 5.30 – 39.99).
Surpassing its Kickstarter funding target in April
2015, The Unstainable White Shirt is a range of
unstainable white blouses and tees created by New
York-based womenswear brand Elizabeth & Clarke.
Using nanotechnology, the garments are made
from fabric which repels virtually any water- or
oil-based liquid spill (including perspiration) using
tiny ‘whiskers’ 100,000 times smaller than a grain of
sand. Water and oil-based liquids are suspended
above the fabric, which is machine-washable and
dryer-safe. Prices for the shirts start from USD 25.
In May 2015, Dior unveiled Dior Eyes: a custom-
made virtual reality headset taking people behind
the scenes at the French luxury brand’s runway
shows. Available to try out at selected Dior
boutiques, the headset gives people the chance to
see backstage at the label’s runway show, watching
make-up artists applying cosmetics and wardrobe
assistants styling models.
FUZZYNOMICS / PRESUMERS EPHEMERAL / TRANSPERIENCESPOST-DEMOGRAPHIC / FAITHFACTURING
premium.trendwatching.com 11FASHION INDUSTRY UPDATE | AUGUST 2015
FASHION | KICKASS INNOVATIONS
SKWAG
App allows shoe lovers to swap footwear
CRAVES
Image recognition app sources matching apparel
ELECTROLOOM
‘World’s first’ 3D fabric printer funded on Kickstarter
Skwag allows shoe lovers to upload their personal
footwear collection and swap shoes with others.
Users register with the app via Facebook, and
having uploaded photographs of the shoes they
wish to swap along with a description, can browse
the marketplace to find footwear they like. A
thumbs-up alerts people when browsers like
their shoes and want to make an exchange, and
Skwag connects them to arrange the swap, while
a localized search enables shoe lovers to make
swaps in person. The free UK-developed app
launched in April 2015.
Available to download from July 2015, Craves
is a free mobile app using image recognition
technology to identify apparel and find similar
products. Users can upload images from websites
or apps such as Instagram or Pinterest, or add
their own photographs from magazines or TV,
and Craves will source matching products from a
range of etailers. The US-created app recognizes
colors, shapes, patterns and styles across apparel,
shoes and accessories.
Securing Kickstarter funding in June 2015,
Electroloom is, according to its designers, the
world’s first 3D fabric printer that allows people to
design and manufacture ready-to-wear garments.
Items are created using a liquid solution which
is placed onto a pre-designed mold and dries
to form a flexible fabric. The crowdfunding
campaign raised funds for Electroloom’s San
Francisco-based developers and invited backers
to participate in alpha testing; individuals could
pledge up to USD 5,200 to receive one of a
limited number of Developer Kits.
STATUS SEEKERS / MIYINFOLUST / POINT & KNOW JOYNING / INSTANT ENCOUNTERS
premium.trendwatching.com 12FASHION INDUSTRY UPDATE | AUGUST 2015
FASHION | KICKASS INNOVATIONS
XIAOMI
Chinese brand unveils low-cost smart sneakers
BANTON FRAMEWORKS
Bespoke eyewear is made to order
TIFFANY & CO.
Immersive experience brings brand’s New York flagship to London location
In July 2015, Xiaomi unveiled app-connected
sneakers created in partnership with China-based
sportswear brand Li-Ning. Via the chip-integrated
connected footwear, runners can track their
movement, running form, progress and goals.
Priced from RMB 199 (USD 32), the Chinese
electronics brand’s sneakers connect with the Mi Fit
mobile app via Bluetooth.
Exceeding its Kickstarter target in April 2015,
British design company Banton Frameworks‘
project allows people to create their own bespoke
eyewear. With over 650 combinations available,
customers can choose components from a range
of different designs, color finishes, and materials
– including wood and leather. All components are
British-made, and the frames – which are named
after Scotttish inventors and discoverers – start
from GBP 45 and are delivered fully assembled.
July 2015 saw Tiffany & Co. celebrate the opening
of a new boutique within London’s Selfridges
department store with Fifth & 57th: an immersive
cityscape installation. Inspired by the luxury
jeweler’s iconic Fifth Avenue flagship, visitors
entered through the doors of a subway car before
entering a projected cityscape depicting the bustle
of Manhattan life. Every 13 minutes, a projection
changed as the ‘sun’ transformed into a Tiffany
diamond. An official Tiffany engraver was on hand
offering complimentary engraving; visitors could
also explore Charlie’s, a speak-easy style bar
serving New York-inspired cocktails.
YOUNIVERSE / CUSTOMYZED EPHEMERAL / TRANSPERIENCESPRICING PANDEMONIUM / NO FRILLS CHIC
DON’T FORGETINNOVATIONS THAT INSPIRE NEW PRODUCTS, SERVICES
AND CAMPAIGNS CAN COME FROM ANY INDUSTRY.CHECK OUT THESE 8 EXAMPLES AND GET INSPIRED!
premium.trendwatching.com 14FASHION INDUSTRY UPDATE | AUGUST 2015
FASHION | DON’T FORGET!
AUTOMOTIVE FINANCIAL SERVICES FOOD & BEVERAGE
MOBILE & TELECOMSMEDIA & ENTERTAINMENT TRAVEL
GIVESURANCECompany allows customers to donate a cut of their insurance
payments to charity »
SURESLIMChocolate flyer encourages
weight-loss »
TURING ROBOTIC INDUltra-secure cellphone is
indestructible »
KEYS N KRATESLocation-based mobile music video features user-generated images »
RÉMY MARTINSmart bottle caps provide authenticity guarantee »
MINI SINGAPOREAutomaker offers stranded drivers
test drives to their destination »
WWF UKEmoji campaign saves endangered species »
LUXURY
TAM AIRLINESAirline produces personalized on-
board magazines »
NONPROFIT & SOCIAL CAUSE
premium.trendwatching.com 15AUTOMOTIVE INDUSTRY UPDATE | AUGUST 2015
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