Women's Trend Report

COLOUR

• Derivative of raw materials found in nature
• Rich berry tones, transitioning leaves and moody skies

Patterns

Plaids and prints, especially animal varieties, pay homage to vintage favourites.

Image 6: WWD

Image 2: WGSN

• Bold accent colours contrast core tones
• Accessories big and small make a statement

COLOUR

Image 4-5: WGSN

Economic Influence

Typical closets are already composed of these colours as basics. An extension of this trend is layering pieces with similar tones to create a monochrome look without breaking the bank.

Image 7: WGSN

Image 3: InStyle

Reflective

• metalics/shine/sparkle
• accessories included

TEXTURE

Milkweed

Pineapple

Images 11: Glamour Magazine

TEXTURE

Image 12

Hemp

Images 8-10 & 12: Fashion Magazine

Sustainable Fibers

Conscious consuming is on the rise, introducing environmentally friendly or recycled alternatives to animal textiles, synthetics and water abusing materials.

Comfort

• embracing the cold weather with softer materials for personal satisfaction
• coincides with the silhouette trends this season

Images 13 &14: WGSN

Image 15 & 16: WGSN

SILHOUETTE

UTILITY

The utility trend combines function, simplicity and comfort in a one-step dressing stye in neutral tones.

COMFORT CONT.

Movement permitting and looser fitting looks are making a statement both in the workplace and street style.

Comfort Sub Category: Genderless Office-wear

SILHOUETTE

Along with boiler-suits, utility accessories continue to be popular this season as well as last.

LONG LINES

• Mid-length skirts are being layered for the transitional season
• Longer outerwear is gaining popularity over cropped styles

Image 20: Who What Wear

Image 19: Elle Magazine

Images 17 & 18: Vogue

Image 16

Example 2: Louis Vuitton

Example 1: Gucci

INTRODUCTION

Fall Ready-to-Wear Collection

• Utility
• Accent colour accessory
• Natural base colour tones

• vintage prints

STAGE EXPLAINED

At this stage, new styles are introduced by talented designers who have minimal limitations on their creativity. Their designs are typically produced with quality materials in small batches to appeal to an elite clientele at a high price point.

INTRODUCTION

Source 1: Mary G.

Wolfe

All images: Vogue.com

• (Left) Utility
• (Right) Metallics and animal prints

• (Left) Animal prints
• (Right) Metallic

• Genderless office wear
• Comfortable silhouette

RISE

Price ranges for new items are still considered a premium even though availability is increased.

Example: Zara

STAGE EXPLAINED

At the rise stage, trends are increasing popularity. Buyers and fashion influencers create a demand for more accessible versions of popular styles in order to appeal to a wider customer base. This stage also entices copycat brands to create their own versions of the rising style.

• Utility
• Neutral/natural tones

RISE

Source 2: Mary G. Wolfe

Image 35-39: Zara.com

Comfort

Zara's target market is typically the chic working women. Therefore, the relaxed fit trend is seemingly overshadowed by office to street transitional style options.

• metallic
• midi skirts

Image 34: Instagram (@zara_streetstyle)

Example: H&M

PEAK

• Animal prints in classic styles
• Layering neutral tones and oversized outerwear

• Utility trend is offered through more a casual style of cargo pants and "seatbelts"

STAGE EXPLAINED

The peak stage describes trends that have reached the height of the fashion life cycle. These particular styles have been mass produced in many variations and are offered in a wide range of price points. This includes price drops and sales as brands prepare for new trends beginning the cycle for next season.

PEAK

Source 3: Wolfe

Image 41: H&M

• Midi length skirts available at less cost
• Plaids are available in youthful styles

• Popular styes from seasons past are put on sale

Image 40: H&M

Image 42: H&M

DECLINE

Absent Trends

• Utility
• Reflective & metallic

Example: Old Navy

PLAYING IT SAFE

Old Navy is a brand with a target market that reaches every member of the family. Their goal appears to be to offer basic styles as well as trend declining options because they can both be available at very low price points.

STAGE EXPLAINED

The decline stage of the fashion life cycle describes trends that are decreasing in popularity but are still in circulation. They are available to consumers at discounted rates and manufactures stop producing new versions of the style.

Image 44: Elle

Source 4: Wolfe

DECLINE

• Puffer coat of less quality material and basic style on sale

Image 45: WhoWhatWear

Image 52: Pinterest

OBSOLESCENCE

90s

Fashion is still a cycle...

Trends we once saw as obsolete, tend to come into style in some variation eventually.

Image 53: Vogue

Images 46 & 47: Harper's Bazaar

STAGE EXPLAINED

At this this stage, a trend is completely undesired by the general public. Stores are unable to sell related products for everyday wear, and is therefore put out of circulation for the time being.

70s

NOW

OBSOLESCENCE

However, there are some trends that have not come back...yet.

Image 51: Vogue

80s

Image 49: Vogue

70's Inspired

Images 54-56: Providr

Image 48: WhoWhatWear

Image 50: Archzine

As important as trends are to the fashion industry and how necessary they are to study if you are going to work in fashion, style is also a personal reflection. That being the case, individuality and how the clothes you wear make you feel is becoming more and more relevant in general society, as well as in the industry.

Images:

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Image 1 & 51: The 7 Biggest Trends of the Fall 2019 Season [Photograph]. (Vogue, 2019). Retrieved from

https://www.vogue.com/article/fall-2019-womens-runway-fashion-trend-report?verso=true

Image 2: Craggs, H. Commercial Colour Update A/W 19/20: Women & Young Women. [Digital Image]. (WGSN, 2018). Retrieved from https://www-wgsn-com.gbcprx01.georgebrown.ca/content/board_viewer/#/80638/page/3

Image 3: Sutton, S. Fall’s Biggest Fashion Trend Costs $0 to Follow [Photograph]. (InStyle, 2019). Retrieved from https://www.instyle.com/fashion/monochrome-outfits-style-ideas

Image 4-5: Foster, C. Colour Update A/W 19/20: Footwear & Accessories [Digital Image]. (WGSN, 2018). Retrieved from https://www-wgsn-com.gbcprx01.georgebrown.ca/content/board_viewer/#/80549/page/3

Image 6: Onoda, M. Trends at the Fall 2019 Women’s New York Trade Shows [Photograph]. (WWD, 2019). Retrieved from https://wwd.com/business-news/markets/gallery/trends-at-the-fall-2019-womens-new-york-trade-shows-1203063874/trends-at-the-fall-2019-womenos-new-york-trade-shows-2/

Image 7: Kiely, S. US/UK Collection Previews A/W 19/20: Plus Size [Photograph]. (WGSN, 2019). Retrieved from

https://www-wgsn-com.gbcprx01.georgebrown.ca/content/board_viewer/#/84248/page/7

Image 8-10 & 12: Hazlewood, L. The Sustainable Fabric Alternatives That Will Replace Down and Cotton [Photograph]. (Fashion Magazine, 2019). Retrieved from https://fashionmagazine.com/fashion/sustainable-fabric-alternatives/

Images Continued

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Image 11: Teather, C. 11 trends we'll *all* be wearing now that autumn has officially arrived [Photograph]. (Glamour Magazine, 2019). Retrieved from

https://www.glamourmagazine.co.uk/gallery/autumn-winter-2019-fashion-trends

Images 13 & 14: Casey, C. Design Development A/W 19/20: Loungewear [Photograph]. (WGSN, 2018). Retrieved from https://www-wgsn-com.gbcprx01.georgebrown.ca/content/board_viewer/#/78038/page/1

Images 15 & 16: Walters, P. Women's Forecast Update A/W 19/20: Purpose Full [Photograph]. (WGSN, 2018). Retrieved from https://www-wgsn-com.gbcprx01.georgebrown.ca/content/board_viewer/#/79553/page/5

Image 17: Farra, E. ’Tis the Season for Skirts! These Are the Fall Trends to Wear Now [Photograph]. (Vogue, 2019). Retrieved from https://www.vogue.com/vogueworld/article/best-fall-skirts-shopping

Image 18: Salessy, S. These are the 7 biggest jacket and coat trends for fall / winter [Photograph]. (Vogue, 2019). Retrieved from https://www.vogue.fr/fashion/article/jacket-and-coat-trends-for-fall-winter-2019-2020

Image 19: Ogunnaike, N. 8 Trends You Should Try in 2019 if You Haven’t Already [Photograph]. (Elle Magazine, 2019). Retrieved from https://www.elle.com/fashion/g25607583/fashion-trends-2019/?slide=16

Image 20: Akhtarzad Eshaghpour, N. NYC Girls Are About To Be All Over This New Belt-Bag Trend [Photograph]. (Who What Wear, 2019). Retrieved from https://www.whowhatwear.com/utility-belt-bag-trend/slide7

Images Continued:

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Image 21: Wolfe, M. Fashion Marketing & Merchandising, 5th Edition [Digital Image]. Page 23.

Images 22-27 (Gucci): Phelps, N. Fall Ready-to-Wear: Gucci [Photographs]. (Vogue, 2019). Retrieved from https://www.vogue.com/fashion-shows/fall-2019-ready-to-wear/gucci

Images 28-33 (Louis Viutton): Phelps, N. Fall Ready-to-Wear: Louis Vuitton [Photographs]. (Vogue, 2019). Retrieved from https://www.vogue.com/fashion-shows/fall-2019-ready-to-wear/louis-vuitton

Image 34: @Zara_Streetstyle [Photograph]. (Instagram, 2019). Retrieved from https://www.instagram.com/p/B3uZixZBFqc/

Images 35-39: Zara Canada [Photographs]. (2019). Retrieved from https://www.zara.com/ca/

Images 40-43: H&M Canada [Photographs]. (2019). Retrieved from https://www2.hm.com/en_ca/index.html

Image 44: “Elle UK fashion editors”. 7 Fashion Trends That Are Big in 2019 [Photograph]. (Elle Magazine, 2019). Retrieved from https://www.elle.com/uk/fashion/trends/a40085/7-fashion-trends/

Image 45: Montgomery, J. Trust Me, Everyone Will Be Into This Unlikely Trend in 3 Months' Time [Photograph]. (Who What Wear, 2019) Retrieved from https://www.whowhatwear.com/utility-fashion-trend-2019/slide4

Images 46 & 47: Algoo, J & Saunders, N. A Look Back at the Greatest 1970s Fashion Moments [Photographs]. (Harper’s Bazaar, 2019). Retrieved from https://www.harpersbazaar.com/fashion/trends/g6495/70s-fashion-in-photos/?slide=58

Images Continued:

Image 48: Chong, D. The One Decade It Girls Can’t Stop Mimicking [Photograph]. (Who What Wear, 2019). Retrieved from https://www.whowhatwear.com/70s-inspired-fall-outfits/slide2

Image 49: Ward, M. Bella Hadid’s Red Hot Street Style is Right Out of the 70s [Photograph]. (Vogue, 2017). Retrieved from https://www.vogue.com/article/bella-hadid-jumpsuit-70s-fashion-celebrity-street-style

Image 50: Griffith, J. 80s Fashion - Total Disaster, or Genius Style? [Photograph]. (Archzine, 2017). Retrieved from https://archzine.com/fashion/80s-fashion-total-disaster-or-genius-style/

Image 52: “Ben PG Images”. Inspiration - 90s [Photograph]. (Pinterest, ND). Retrieved from https://www.pinterest.ca/benpg/

Image 53: Ward, M. Kendall Jenner and Gigi Hadid are Making Mom Jeans Part of the Model Uniform [Photograph]. (Vogue, 2017). Retrieved from https://www.vogue.com/article/kendall-jenner-gigi-hadid-mom-jeans-denim-trend-celebrity-style

Images 54-56: Unknown. 25 Dead Fashion Trends Better Left in the Past [Photographs]. (Providr Media, ND). Retrieved from https://www.providr.com/now/fashion-trends-best-left-in-the-past/

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Content:

Wolfe, M. G. (2019). Fashion Marketing & Merchandising (5th ed.). Tinley Park, IL: The Goodheart-Willcox Company, Inc.