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Table
Contents
1
Hold On: Trend Forecasting Agency
2
Market Research Overview: The Millennial
2.1 Current Market Analysis5
2.2 Market Share11
2.3 Factors Affecting The Market
17
Trend Concepts
3
4
5
Self Love
3.1 Introduction24
3.2 Mood Board26
3.3 Colour28
3.4 Fabric30
3.5 Details32
3.6 Silhouette34
3.7 Inspiration: Beauty36
3.8 Video38
Interstellar
4.1 Introduction40
4.2 Mood Board42
4.3 Colour44
4.4 Fabric46
4.5 Silhouette58
4.6 Inspiration: Tech50
4.7 Video52
5.1 Harvard Referencing Bibliography
55
5.2 List Of Illustrations56
EFMM6008
Trend Forecasting and Concept Development
Trend Report
Sophie Holden
1105675
2
Hold On
Trend Forecasting Agency
This report highlights two emerging AW 20/21 trends with
the Millennial in mind. It is for the usage of designers and
content creators to take inspiration for the forthcoming
season. Influences come through in the form of colour,
fabric and silhouettes.
We encourage you to take these trends and develop
them through your own initiative.
Hold On, Stay the Course.
3
Market
Research
Overview:
The Millennial
4
2.1 Current Market Analysis
What is a
Millennial?
Generation
Alpha
Generation Z
1995-2012
Generation Y
1980s - 1995
Generation X
1960s - 1980s
2010s
2000s
1990s
1980s
1960s
“Officially, the term “millennials was
coined in 1987 by sociologists, Neil Howe
and William Strauu, designed to refer
anyone born between 1982 and the turn
of the millennium.”
(Jack Morton, 2018)
“Anyone born between 1981 and 1996
(ages 22-37 in 2018) will be considered a
millennial.”
(Newsweek, 2018)
In present, millennials are on two ends of
spectrum. The higher and older end, are
working or have their own business. The
lower and younger end are in university
or just starting working within their
industry.
5
Racially Diverse
“Millennials are the most racially diverse
generation and arguably the most gender
diverse, with conversations about non-binary
terms of identity at the forefront. This is a
cohort that understands, perhaps better than
anyone, that most things in life simply can’t
be defined as black or white.”
(Department 26, 2017)
6
2.1 Current Market Analysis
1 in 10
identify as transgender or
gender non-conforming
A survey by GLAAD found that more than one in ten
(12%) of Millennials actually identify as transgender or
gender non-conforming, meaning they don’t identify
with the sex they were assigned at birth.
(Forbes, 2017)
7
8
2.1 Current Market Analysis
Millennial Love
Many millennials are doing something
few in previous generations have
done before: they’re starting to love
themselves, exactly as they are.
(Department 26, 2017)
9
The Millennial
Spending Equation
13% less
earnings
In the UK, an April 2018 report by the Resolution Foundation
found that the people in the UK born in the years around
1980 earned 13% less than those born around 1970 did at the
same stage in life.
(WGSN, 2018)
10
2.2 Market Share
Millennials are a generation struggling to make ends meet. April
2018 research from Marks & Spencer found that the average UK
Millennial has less than £1,000 in savings.
(WGSN, 2018)
11
Who runs the market?
Millennials.
1200
1000
Population in
thousands
864
923
902
872
908
909
900
886
893
893
800
600
400
rs
ye
a
32
rs
31
ye
a
rs
ye
a
30
ye
ar
s
29
28
ye
a
rs
rs
ye
a
27
ye
ar
s
26
rs
ye
a
25
24
23
ye
a
rs
0
ye
ar
s
200
Age
This statistic shows a population breakdown of people between the
ages of 19 and 32 in the United Kingdom as of 2017. In this year there
was an estimated total of 12 million people belonging to this age cohort,
which is sometimes referred to as the Millenial generation.
(Statista, 2017)
12
2.2 Market Share
12 million
out of
66 million
(18.18%)
of people in 2017
were a Millennial.
(Statista, 2017)
13
The Millennial Impulse
95.1%
of Millennials admit to impulse shopping.
1 in 5 (18.7%) admit to impulse shopping everday.
£38.33
is the average spend on an impulse shop online.
81.3% said they shop online at least once a month.
(Finder,
14
2.2 Market Share
15
16
2.3 Factors Affecting The Market
Factors Affecting the Market
Why are millennials so fickle with their money?
What affects their spending choices?
“With massive amounts of student debt and very short attention
spans, Millennials aren’t going to buy into just anything.”
(PopIn, 2018)
Environment
Social
Loyalty
17
Environmental
“Millennials are criticised for being selfish and
entitled, but many are leading the way with the
current eco-friendly trends.”
(The Ecologist, 2018)
“Millennials also love anything that’s trending.
And right now, all things eco-friendly are bang
on-trend. Reusable grocery bags, upcycled home
décor and thrifted clothing are all trending topics
that have made a tremendous impact on the way
millennials live.”
(The Ecologist, 2018)
18
2.3 Factors Affecting The Market
33%
of consumers actively seek out and purchase
from brands that they know to be:
socially & environmentally responsible.
Consumer demand for sustainable products that
are ethically-sourced, good for the environment
and made by brands that have shared core
beliefs has never been greater. A January 2017
international study by Unilever found that 33%
of consumers actively seek out and purchase
from brands that they know to be socially and
environmentally responsible.
(WGSN, 2018)
85%
of US Millennials claim to buy responsible
products wherever possible.
Millennials are leading the charge (according
to Cone, 85% of US Millennials claim to buy
responsible products wherever possible), as
they combine a passionately-shared social
consciousness with active spending power.
(WGSN, 2018)
19
Social
If it’s not on Instagram,
did it even happen?
Social media influencers such as Chiara Ferragni, an Italian
fashion maven with 13m Instagram followers, set the trends
and the pace has quickened. “They need more regular product,
more drops, something new on Instagram,” says Helen Brand,
UBS European luxury analyst.
(Financial Times, 2018)
20
2.3 Factors Affecting The Market
81%
of 18-24 year-olds
use it (Instagram) on a
daily basis.
(WGSN, 2018)
21
Big companies have scrambled to
adjust to millennial tastes. “Local,
original, and what they can feel and
trust are all good. Maybe there is a
bit of a reaction to globalisation,”
says Laurent Freixe.
(Financial Times, 2018)
22
Loyalty
2.3 Factors Affecting The Market
In January 2018, Aruba found that 66.3% of Millennials indicate they
are more likely to shop from retailers where they are part of the
loyalty programme, versus only 33.3% of Boomers.
(WGSN, 2018)
66.3% of
Millennials
indicate they are more likely to shop from retailers
where they are part of the loyalty programme
This generation are having to be more selective in how they spend their
money, focusing it on brands and categories that give them maximum value for
money or even allow them to cut out areas of spending altogether.
(WGSN, 2018)
23
Trend One:
Self Love
3.1 Introduction
3.2 Mood Board
3.3 Colour
3.4 Fabric
3.5 Details
3.6 Silhouette
3.7 Beauty
3.8 Video
24
3.1 Introduction
Introduction
Self Love is a feeling. Of worth, of belonging, of being.
To love yourself, exactly as you are. With your scars, your hopes and dreams,
achievements and failures.
It can be difficult, painful even.
To accept it, just you; and who you are meant to be.
The mood for this trend is open, loving, self-forgiving.
The colour pallette is warm, neutral, naked.
The fabrics are soft, floaty, slinky.
Enjoy it as you please.
25
Self-Love
noun
‘regard for one’s own well-being and happiness.’
Self-love is so important in today’s society, when the world is out to
knock you down, rise above. The trend is all out embracing your flaws,
understanding uniqueness and owning your body.
Whatever your size, gender, body type, ethinicity, religion or nationality,
you are beautiful within your own right.
Love.
Unique
This is
a safe
space.
Safe
Your
body is a
wonderland.
26
Open
3.2 Mood Board
Loving
Scars to
your
beautiful.
Acne
is
normal.
Selfforgiving
27
Colour
The colour pallette is warm, neutral, naked.
CORE
These colours should be relevant beyond A/W 2020/2021, with warm core colours being
focused on to create single-colour statements.
Use the tonal colours to create a natural yet sutble blend.
PANTONE 12-1008 TCX
Linen
PANTONE 19-1724 TCX
Cabernet
PANTONE 20-0034 TPM
Golden Egg
PANTONE 11-4800 TCX
Blanc de Blanc
PANTONE 14-5002 TCX
Silver
PANTONE 18-4005 TCX
Steel Gray
PANTONE 20-0028 TPM
Brass Knuckles
PANTONE 12-2904 TCX
Primrose Pink
PANTONE 13-4304 TCX
Ballad Blue
PANTONE 17-4027 TCX
Riviera
PASTELS
NEUTRALS
PANTONE 13-1405 TCX
Shell
28
3.3 Colour
Mix and match to create a soft and seductive feeling.
The overall look should be safe, open and calm.
Bare in mind, nature and how self-love plays a factor in this trend.
Finally, highlights of gold and glitter should bring the look together.
29
DETAILS
CORE
Fabric
30
Satin
Cotton
A satin fabric tends to have
a high luster due to the high
number of floats on the fabric.
Cotton fabric is a textile fibres used
throughout the world, due to the
simplicity with which its fibres are
spun in yarns.
Crushed Velvet
Brautsatin
This very comfortable velvet
fabric is lovely and stretchy, and
features a fluffy texture and
velvety sheen.
This satin fabric is sure to impress
thanks to its light and airy feel, its
light weight and its fine hand.
Chantilly Lace
Mesh
Chantilly lace is known for its
fine ground, outlined pattern, and
abundant detail. It can be used to
create beautiful, soft detailing.
Mesh is known for its super-fine
and closely spaced holes. It can
be used in for delicate and pretty
panelling.
Fine Tulle
Lace Trim
This wonderful fine tulle features
very narrow pleats. Pair it with
a lovely lining to whip up a
breathtaking dress, top or skirt.
Subtle thin ribbon with a cute floral
design, can be used to finish or
embellish clothing and lingerie.
3.4 Fabric
31
32
3.5 Details
Details
A Little Sparkle
Add to the lustre by including sections of lace infused with sequins,
rhinestones and sparkly appliques. Add romance throuh soft ruffles and
open spaces that beg to be seen.
Every Little Detail, It All Matters
Don’t forget about the little things, small detailing that adds to the final
effect. Small bows, hearts, rhinestones and coloured metalwork should all
be considered. Think outside of the boz when creating silhouettes and reimagine the way things should work.
33
Silhouette
The example silhouttes for this trend lean towards the lingerie
market however it could be interpreted into a number of styles
including general womenswear or sleepwear.
The overall mood of the silhouette should feel loving towards the
body, caressing it and allowing it to be at a balance with the one
wearing it.
34
3.6 Silhouette
35
Inspiration:
Beauty
Packaging, simplified.
“The simple fact about skin care? It’s undoubtedly
benefiting and being influenced by the booming
wellness and lifestyle phenomenon led by
millennials. Natural continues to be on the rise
as consumers become more knowledgeable and
discerning about what they put on their skin.”
(Drug Store News, 2018)
Natural is the new sexy.
“The simple fact about skin care? It’s undoubtedly
benefiting and being influenced by the booming
wellness and lifestyle phenomenon led by
millennials. Natural continues to be on the rise
as consumers become more knowledgeable and
discerning about what they put on their skin.”
(Drug Store News, 2018)
36
3.7 Beauty
French Girl Organics
“Sans chemicals, only botanicals.”
French Girl offerings are organic, clean beauty products in beautiful
Italian glass bottles. Whilst 100% vegan and cruelty free, they claim to
help bring skin back to its natural equilibrium.
(FrenchGirlOrganics.com)
37
Self-Love
Trend Video
38
3.8 Video
Self Love
Credits:
Editor:
Sophie Holden
Music:
Ariana Grande
"Get Well Soon"
Republic Records
Video/Photographer:
Sophie Holden
Ebony Barrett
Models:
Sophie Holden
Laviea Thomas
Julia Furnkranz
Lexi Veleva
External Video Credits:
PEXELS VIDEOS.com
"Sweat On Skin"
"Blooming Rose"
"Falling Red Rose"
"Lighting a Candle"
YOUTUBE.com
"Winnie Harlow Photoshoot"
"Scars To Your Beautiful"
"Dove Campaign for Real Beauty"
39
Trend Two:
Interstellar
4.1 Introduction
4.2 Mood Board
4.3 Colour
4.4 Fabric
4.5 Details
4.6 Silhouette
4.7 Tech
4.8 Video
40
4.1 Introduction
Introduction
Could there be life beyond the stars?
David Bowie asked the question “Is there life on Mars?” first, in 1971.
Prompting a number of more scientific questions.
Are aliens real? How can we really be sure?
Interstellar is a trend to make you think;
What is out there, in the great unknown?
The mood for this trend is space, slick, shiny.
The colour pallette for this trend are bright, metallic, brazen.
The fabrics for this trend are strong, rough, resilient.
“Beam me up, Scotty.”
41
Interstellar
adjective
‘occurring or situated between stars.’
Interstellar is the concept of life on mars, it is the belief that there is
more than Earth and the final frontier begs for us to learn more.
Fresh, vibrant, and demanding no mercy, this trend stands on it’s own.
Let the colours and styles inspire and influence you to create
something mesmorising and desired.
42
4.2 Mood Board
43
Colour
The colour pallette is bright, metallic and brazen.
CORE
These colours should be relevant beyond A/W 2020/2021, with strong
core colours being focused on to create bold single-colour statements.
PANTONE 18-3944 TCX
Violet Storm
PANTONE 19-3940 TCX
Blue Depths
PANTONE 11-0602 TCX
Snow White
PANTONE 16-3850 TCX
Silver Sconce
PANTONE 20-0199 TPM
Darkest House
PANTONE 20-0159 TPM
Fantasy
PANTONE 20-0131 TPM
Purple Sequin
PANTONE 20-0114 TPM
Magenta Lacquer
PANTONE 20-0006 TPM
Liquid Luster
METALLIC
NEUTRALS
PANTONE 18-2045 TCX
Pink Peacock
44
PANTONE 20-0002 TPM
Ice Palace
4.3 Colour
Mix and match to create a retro, bright, care free feeling.
The overall look should be bold, brazan and resilient.
Bare in mind how space and the theme of the great unknown
factors into this trend.
45
DETAILS
CORE
Fabric
46
Lycra
Foil Jersey
A synthetic fiber known for its
exceptional elasticity.
Stretch jersey knit dressmaking
fabric is a medium weight fabric
and is very soft, slinky and drapey.
Lurex Silver
Pleather
This plain weave fabric is processed
with Lurex yarn and is particularly
suitable for elegant evening or party
outfits.
Artificial leather is a material
intended to substitute for leather in
upholstery, clothing, footwear
Crushed Velvet
Mesh
This very comfortable velvet
fabric is lovely and stretchy, and
features a fluffy texture and
velvety sheen.
Mesh is known for its super-fine
and closely spaced holes. It can
be used in for delicate and pretty
panelling.
Sequin Tears
Shiny Organza
Featuring sewn-on sequins, this
fabric is set to impress with
elegance and glamour.
Fine organza with a subtle top layer
shine. Great for festive clothing and
creative decorative ideas..
4.4 Fabric
47
Silhouette
The example silhouettes for this trend lean towards the womenswear
market however it could be interepreted into a number of other styles.
The overall mood is futuristic, retro and experimental. Clashing shapes,
styles and colours should not be scared off. Allow the user to feel uplifted
by the brightness and strenght of the clothing.
48
4.5 Silhouette
49
Inspiration:
Tech
Although this trend is based around space and concept of the great
unknown, it is seen to influence the tech industry, specifically within
robotics. More and more robots are becoming readily available on the
market, and affordable too.
Could these be influenced by space and aliens. and the idea of them?
“Pepper” - the emotional bot
Inspired
by aliens?
He can gauge your mood and cheer you up - Pepper, the human-like robot
goes on sale to consumers in Japan. Although limited in what he can do, his
mass-market appeal is seen as crucial for the robotics industry.
(DW, 2015)
50
4.6 Tech
The Bot
“The Samsung Bot Retail removes the need to
actually interact with a human waiter or clerk.
Of all Samsung’s robots, the Bot Retail most
resembles a person. It comes up to midchest and has
a square-shaped “head” with rounded corners that
moves independent of the robot’s body.”
(CNET, 2019)
Vector Robot by Anki
“More than a home robot, Vector is a companion
made to help out and hang out.
Powered by AI and advanced robotics, he’s alive and
engaged by sight, sound, and touch.
Curious and attentive, he’ll answer questions, take
pictures, time your dinner, and more. Vector voice
features are currently English language only.”
(Amazon, 2019)
51
Interstellar
Trend Video
52
4.7 Video
Interstellar
Credits:
Editor:
Sophie Holden
Music:
Babylon
"Spaceman"
Zoo
EMI Group
Video/Photographer:
Sophie Holden
Ebony Barrett
Models:
Lexi Veleva
External Video Credits:
PEXELS VIDEOS.com
"Space Shuttle Launch"
"CGI Astronaut"
"Blurry Bokeh"
"Video footage of
The Moon"
YOUTUBE.com
"STS-192 Launch NASA"
"Eclipse 2017"
"Astronauts falling
on the Moon"
53
54
5.1 Bibliography
Bibliography
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<https://theecologist.org/2018/apr/20/are-millennials-ruining-environment-or-saving-it>.
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Deutsche Welle (www. dw.com) ‘Chatty and charming robot Pepper goes on sale in Japan | DW | 19.06.2015’,
DW.COM, retrieved January 10, 2019, from <https://www.dw.com/en/chatty-and-charming-robot-peppergoes-on-sale-in-japan/a-18526779>.
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Friedman, L 2017, ‘Millennials And Gender Fluidity -- What Smart Brands Are Doing And Why’, Forbes
Magazine, retrieved November 15, 2018, from <https://www.forbes.com/sites/laurenfriedman/2017/11/28/
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statista.com/statistics/630938/uk-millennial-population-by-age/>.
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www.drugstorenews.com/beauty/millennials-influence-skin-care-trends/>.
Tibken, S 2019, ‘Samsung’s CES 2019 robots just want to give you a helping hand’, CNET, retrieved January
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Vector Robot by Anki - Your Voice Controlled, AI Robotic Companion - Amazon Alexa Integration Coming
Soon
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ilyaka, (2019), Parent hand with baby hand vector image [ONLINE]. Available
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56
5.2 Illustrations
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Unknown, (2018), Leaf Logo - green leaves [ONLINE]. Available at: https://
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November 2018].
Unknown, (2018), Chiara Ferragni - 10 Settembre 2017 NY Fashion Week
[ONLINE]. Available at: https://en.wikipedia.org/wiki/Chiara_Ferragni#/media/File:ChiaraFerragni.jpg [Accessed 18 November 2018].
Unknown, (2018), Instagram simple icon [ONLINE]. Available at: https://
commons.wikimedia.org/wiki/File:Instagram_simple_icon.svg [Accessed 17
November 2018].
Unknown, (2015), Unknown [ONLINE]. Available at: https://letthedirtconsumeme.tumblr.com/post/132819781461/unre-lieable-x-black-and-white-with-abit-of [Accessed 10 November 2018].
Holden, S 2018, ‘Own Photography’,.
Grazia, (2018), Acne Selfies Are Taking Over Our Instagram Feeds, And
It’s About Time [ONLINE]. Available at: https://graziadaily.co.uk/life/real-life/
acne-selfies-instagram/ [Accessed 12 November 2018].
@franshiramirez, (2018), @franshiramirez [ONLINE]. Available at: https://
www.pinterest.co.uk/pin/364228688609827449/?lp=true [Accessed 12 November 2018].
Valentina V. Rohrer, (2018), Valentina V. Rohrer [ONLINE]. Available at:
https://www.pinterest.com/pin/455778424775242215/?lp=true [Accessed 13
November 2018].
Unknown, (2018), Unknown [ONLINE]. Available at: https://www.pinterest.
co.uk/EmmeeSessions/body-positivity-photography/?lp=true [Accessed 13
November 2018].
We Heart It, (2018), Unknown [ONLINE]. Available at: https://www.pinterest.
com/pin/546131892295540542/ [Accessed 13 November 2018].
57
Holden, S 2018, ‘Own Photography’,.
My Fabrics, (2018), Fabric [ONLINE]. Available at: https://www.myfabrics.
co.uk/ [Accessed 15 November 2018].
Holden, S 2018, ‘Own Photography’,.
The Met, (2018), metmuseum.org [ONLINE]. Available at: https://www.pinterest.
co.uk/pin/396316835931062584/ [Accessed 16 November 2018].
@siempremia_, (2018), #goodnight [ONLINE]. Available at: https://www.instagram.com/p/BUfQu7GFll2/ [Accessed 16 November 2018].
Vintage Handmade, (2011), Vintage Handmade [ONLINE]. Available at: http://
anartsygirl.blogspot.com/2011/04/whole-lot-of-pretty.html [Accessed 16 November
2018].
Love Code Lingerie, (Unknown), Details & Materials [ONLINE]. Available at:
http://lovecodelingerie.com/page/details [Accessed 16 November 2018].
Unknown, (2018), Rose Gold Metal Sliders [ONLINE]. Available at: https://www.
etsy.com/il-en/listing/565888067/ [Accessed 16 November 2018].
ALL CADS
WGSN.com. (2018). [online] Available at: http://www.wgsn.com [Accessed 18 November 2018].
Margo & Me, (2018), Sheer Blush [ONLINE]. Available at: https://www.pinterest.
co.uk/pin/126382333276983829/?lp=true [Accessed 16 November 2018].
We Heart It, (2018), Rosie Tupper [ONLINE]. Available at: https://weheartit.com/
mariaibarrapaula/collections/131566177-rosie-tupper [Accessed 16 November 2018].
Glossier, (2018), Skincare Set [ONLINE]. Available at: https://www.glossier.com/
products/the-skincare-set [Accessed 16 November 2018].
French Girl Organics, (2018), Unknown [ONLINE]. Available at: https://www.
frenchgirlorganics.com/ [Accessed 16 November 2018].
58
5.2 Illustrations
Holden, S 2018, ‘Own Photography’,.
Streamingoldies, (Unknown), 1967 – A launch pad fire during Apollo program tests at Cape Canaveral, Florida [ONLINE]. Available at: https://raylemire.
com/?paged=529 [Accessed 19 November 2018].
Marta Brysha, (Unknown), Marta Brysha Hand Embroidered Art Textile [ONLINE]. Available at: https://www.pinterest.co.uk/samibarnard1997/marta-brysha/
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