Thanks to the 150-member-think-tank behind WSGN's bi-annual trend presentation, we as editors, retailers and designers get a luxurious glimpse into the near (fashion) future. Believe it or not, cultural, sociological, political and architectural movements are key factors affection fashion trends—precisely why Canada's trend analysts encapsulate these ideals during their highly rigorous and thorough research process.
Here’s a taste of what’ll be in store (hopefully, yours) for fall 2011:
360 degrees: Think three dimensionally.
Fashion garments begin to resemble structures with multidimensional edges. Garments capture movement through patterns and design. Designers are not just embracing two dimensions; all aspects of a product are being considered.
Bring the inside out; the inner workings of a garment is revealed. Underwear becomes outerwear. Darting, zippers, unfinished trims, ribbing and skeletal elements are all exposed.
Faux Real: Redefined luxury.
Materials take on a fake appearance—but with a contradictory price point. The real looks fake, as the fake becomes ever more real.
Fake-making treatments are applied to high-end materials and products. Reproduction is no longer a dirty word as we celebrate and pay homage to originals with: Retreated fabrics, loud colours, subtle shine, and new tactile surfaces that are changeable and holographic. Introduce a touch of the unexpected. Optical effects are used to create an element of surprise. Proportions and scales are exaggerated and iconic designs are reinvented by adding colour.
Your Space. Think Multi-functionality.
Designing for purpose and for storage. Clean up, organize and compartmentalize to focus on the essentials. Divide the body into segments and design for each part. Play with concepts such as invisibility and absence. Personalize your space; simplify, strip back and pare down.
Think utilitarian, with elements that can be added and removed to personalize a product. Colour palettes remain calm and warm, with occurrences of a few chilled red tones.
Retail rules
The WGSN compiled a checklist for retailers to address when thinking about store design, visual merchandising and marketing.
How to dress your store:
Does your merchandise display make your customers’ hearts beat faster?
What you should be looking for is an emotional response to your environment (or you run the risk of losing the customer). “Lifestyle Merchandising” encompasses mixing loosely-connected products together to create a cohesive display. This gets your customer feeling at home.
Are you a smart communicator?
Connect with your customer through simple, up-front messages. Make them smile. Shorter campaigns enable the spontaneity of saying “yes”. Quick, easy and honest communication is key.
Have stores with soul.
Personalizing your customers’ experience while in your store, keeps them coming back. Customers are loyal to brands that they can relate too. Floor staff should interact with consumers to communicate the “heart” of your brand.
Look to the future.
As more and more retailers become savvier online, technological breakthroughs (like augmented realities) start to come into play. The use of visual tours, live feeds and other simulated environments are a way for customers to access your store remotely and get the full experience of actually being there.
Reach Out
If your customers are not coming to you, go to them. Useful and proven tools like social networking, and location-based applications, is one way to engage your customer. Speak to them, and more importantly, listen.
Comments
Thank you for the information. Very helpful thanks again
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