APS Trend Briefing Presentation Androgynous Trend High Street

APS Trend Briefing Presentation Androgynous Trend High Street Fashion Shotaro Imai Xiaoxue Zhang Yuxuan Song Zhuo Luo Jariya Thanasunthornsut Mancharee Suriyalert 5642366 5212099 5916407 5674851 5407020 5920231 Academic and Professional Skills 21 November 2014

Definition of Fashion industry and Market segment - What is Fashion Industry ? - What is Androgynous trend ? - Market Segment ? - How the segment follows the trend ? Tilda Swinton by Julian Daynov : Chanel Little Black Jacket

What is the Fashion Industry? - Trend Analysis - Design and Product Development - Sourcing and Manufacturing - Retail and Merchandising - Branding - Media and Communication From The Top Right : Fashion Industry Network (2010), Paul Smith A/W 13, Manufacturing in China, Other stories S/S 14, Other Stories “Isabelle Bois Capsule Collection”, Other Stories Amsterdam Store , COS Magazine S/S 11 Bespoke in-store magazine

What is Androgynous Trend? In the Fashion Industry e. g. Women wearing men’s tailoring (Suit and Trouser) Yves Saint Laurent 1967 Dorothy Lamour 1930’s Reference : WGSN (2014) ‘Dandy Femme’ Inspiration ZARA Fall 14 Winter 15 Jil Sander Fall 2006 campaign

Androgynous Trend in High Street Segments - & Other Stories - TOPSHOP - ZARA - COS Images : Other Stories Est Magazine Website, TOPSHOP F/W 14, ZARA fall 2012 campaign, COS A/W 10.

How the segment follows the trend? - High Fashion e. g. Celine and Jil sander - Fashion Forecasting-Agencies e. g. WGSN, Promostyl, Trendstop. - Social Media e. g. Blog, Facebook, Twitter and Instagram Images : Celine S/S 2013 campaign, Jil Sander Fall 1996, WGSN Website 2014, Social Media Logo.

The fashion cycle and Definition of Androgyny trend - Macro or Micro Trend ? - Fashion or Society ? - Trend Future Scenario ? Vogue Paris Junho 2014 : Celine Pre-fall 2014

The Trend Cycle For eca st d tren esign ds Con su the mers B fore uy c prod ast uct t Presen st Foreca to clients Fo t uc od Pr d st he ca nc re Lau Dillon, Susan (2012) The Fundamental of Fashion Management ts n e e i Cl mak g y/ rdin t u b co as c c a fore to

THE DEFINITION OF ANDROGYNY - A trend From 1920 s until now. From left hand : Marlene Dietrich, Coco Chanel, YSL “Le Smoking” - Macro trend for fashion industry - Why Androgyny could be an important macro trend ? ( Design: Creative, Innovation Shape ) ( Female: Sexy, Equality, Powerful, Freedom, etc ) Images : Marlene Dietrich in Morocco film 1930, Coco Chanel in 1937 with Serge Lifar, Luquet for YSL's “Le Smoking” Tuxedos

THE DEFINITION OF ANDROGYNY BLK Drink Vogue Korea New Home Thinking IWC women watch - Not only for Fashion industry. ( Spiritual, Lifestyle, Habits, etc ) - Future scenario : Androgyny combination Material & fabric, design & shape; even different industries ) ( Images : Soo Joo & G-Dragon | Vogue Korea August 2013, Blk American brand of bottled mineral-water (beverage), IWC Schaffhausen: Swiss Luxury Watches, Black and White Interior design from pinterest. com/livvlifestyle.

Androgynous Trend Customer Profile Board 1. From the top left hand, 1. Marlene Dietrich on Morocco film, 2. Davie Bowie, 3. Andrej Pejic, 4. Tilda Swinton 5. Tuxedo and Oxford Shoes, 6. Self-portrait of Andy Warhol and his quote 7. “Le smoking collection (YSL), 8. Jil Sander, 9. JW Anderson S/S 14.

Trend store confirmations and findings Target Store : COS Compared stores : & Other Stories Jil Sander Celine Joseph Branch : Regent Street Doven Street Market Look Component : - Jackets - Trousers Colour : Black Pure White Camel Look Component COS : Autumn / Winter 2014 collection

Purpose of "Trend" confirmation grid • Identify whether the trend "androgyny" is likely to continue in store • Support fashion industry to communicate with customers • Provide useful data for designers to develop future fashion market

Collection data grid analysis Jacket Colour 1 : Black Colour 2 : Pure White - Unavailable in-store Colour 3 : Camel - Unavailable in-store Reference : Androgynous Trend Confirmation Grid ( High street fashion ) 2014 : CULC

Trousers Colour 1 : Black Colour 2 : Pure White - Unavailable in-store Colour 3 : Camel Reference : Androgynous Trend Confirmation Grid ( High street fashion ) 2014 : CULC

The Questionnaire and Finding Research Locations : - Regent Street - Coventry University (London Campus) Ages : 20 - 50 Gender : - Female : 18 People - Male : 2 People Amount of people : 20 People - CULC Student : 10 People - Regent street : 10 People Giorgio Armani spring campaign 1997

1. Have you seen women wearing men suit? 10% Yes No Total : 20 people 90% Source : questionnaire that collected at Regent street and CULC

2. Where have you seen this style ? at work 88% 70% 53% 35% 18% 0% On street in the city At work At university Media Total : 20 People Source : questionnaire that collected at Regent street and CULC No answer

3. Do you like this style? Strongly agree 25% 75% Strongly agree Agree Disagree Strongly dis Total : 20 people Source : Questionnaire that collected at Regent street and CULC

Maybe 4. Will you wearing this style in the future ? No 10% Maybe 35% Total : 20 people Source : questionnaire that collected at Regent street and CULC Yes 50% No idea 5%

5. What do you think when women wearing men suit? Elizabeth and James | Fall 2014 Jibber jabber all year round : WOMEN COS A/W 2014 Tokyo collection Kate Moss “Le Smoking” YSL 2008 • Asian people : Classy, Smart, Strange • European people : Powerful, Sexy, Fashionable

Brand Customer Profile Board and Trend Recommendation - Brand Customer Profile Board - Androgynous Trend Prediction S/S 15 Key Apparels Key Colours and Textiles - Recommendation for Androgynous trend Ellinore Erichsen : Rock Androgynous style for Madame Figaro 2013

Brand Customer Profile Board - COS brand extension from H&M. - Timeless design - Minimalist “Less is More” - Reference : culcnammanree. wordpress. com/ , COS Collection A/W 14 Simply, Modern and Comfortable Style

Androgynous Trend Prediction S/S 15 Key Apparels - Boy-cut slim tailoring is the contemporary silhouette of Androgynous style. Soft tailoring fluid material with oversize proportion are more casual. Reference and Images : Key items Suits and Sets S/S 15 (WGSN 2014)

Colours & Textiles for S/S 15 Textiles Central to the S/S 15 : Natural Fibres Tailoring : summer wools and fine silk References and Images : Key colours for S/S 15 and Key Textiles for S/S 15 (WGSN 2014)

Androgynous Trend for Spring/Summer 2015 - The positive outcomes, fashion industry have opportunities to invest and create the product for Androgynous trend. - Fashion mood S/S 15 are fresh, optimistic and freedom. (WGSN 2014) - Androgynous trend is not only the fashion but also the society. - Androgynous style will be combining with sport material such as scuba fibres “Modern sporty style” e. g. Alexander Wang x H&M. - Fashion trend will be more minimalist, elegance and contemporary style. Reference : Trend Analysis (WGSN 2014)

Q& A Thank You