- Trendstop
-
|
As consumers consider their product choices much more carefully, they will
ultimately be consuming less. Current excessive volumes are no longer
sustainable and there will be a huge reduction in the overall number of
products offered in the future. Therefore, careful range planning and
execution will become key to the success of a range and survival of any
business as the post-corona consumer will be even more discerning than
before.
Considered Premium Execution
A more cautious consumer will be increasingly dismissing products that are
not up to standard in terms of trend, freshness and premium execution or
reflect the new post-corona values. Producing high volumes of products at
high speeds and under tremendous pressure, is no longer the most profitable
option. Taking a ‘thinking’ approach, returning to the pre-fast fashion era
of more time spent honing a design and carefully planning a range will
prove more profitable and less wasteful. Brands still need to work to
shorter product life cycles to stay relevant but also consider the lifetime
of products and how product features and consumer values can extend it.
The Innovator Influence
To optimize a collection from a trend perspective, analysis of innovators
is essential in pinpointing the emergence of new and seasonal trends.
Product ideas gleaned from mainstream market store reports, trade show
reports or market research data cannot provide the fresh ideas needed to
excite consumers in 12- or 18-months’ time when it reaches the shelves.
Identifying the innovators, who make up just 2.5 percent of a population,
and honing research to focus on the 2.5 percent innovator sources, will
ensure the right future trend concepts are being applied.
Hyper Curation
A hyper curated range or product requires optimized trend application
across all the design facets, from colour, print and graphics, to material,
shape and detailing. Each component makes up roughly 20 percent of a
product’s sales potential. If one aspect fails, then the rest of the
product will not sell as well as it could, wasting effort and resources. A
trend can turn into a profit or a loss simply by how well it is applied
across all product features and will be vital in selling to the premium
execution-demanding, post-covid consumer.
Exclusive Offer:
FashionUnited readers can get free access to Trendstop’s SS20 Early Concept
Theme, Get Lost. Simply click here to receive your free report.
Trendstop.com is one of the world’s leading trend forecasting agencies
for fashion and creative professionals, renowned for its insightful trend
analysis and forecasts. Clients include H&M, Primark, Forever 21, Zalando,
Geox, Evisu, Hugo Boss, L’Oreal and MTV.
