The Shopping Forecast

Forecasting next season's trends can be a challenge both for designers and buyers. Many times when the latest trends are featured in WWD or style.com it seems as though it is a scenario of which came first? Did the trend come before the design process or was the trend created once collections came down the runway? In actuality, it is a little bit of both. There are great trend forecasting companies like Doneger (http://www.doneger.com/web) and WGSN (http://www.wgsn.com/) that many designers use in conjunction with pantone (http://www.pantone.com/pages/pantone/index.aspx) for trends in color. There are also many popular trend forecasting websites, publications and magazines listed in the link below.

Fashion.Infomat.

However, what does the consumer want? Many times buyers and retailers find out once they are already in mid season when they have run their selling analysis and review best sellers. Are the trends designers and magazines establish before collections are purchased and delivered to stores exactly what the customer wants? Many times yes because the marketing behind these trends and the focus in magazines has told the consumer to want them. But what about the vast majority of consumers outside of the fashion cities of New York, Paris, Milan, London and LA? Many times those consumers have an entirely different perspective. Their lifestyles are different, their needs and desires are different.

Recently FashionLAB received an email about a brand new site called The Shopping Forecast (http://www.theshoppingforecast.com/). The idea behind this site is to give the public an opportunity to provide feedback regarding what they would like to see in the stores they shop in. The other cool thing about this site is that once you register with this site users are provided with an opportunity to win their favorite item each month. Now that's a pretty great incentive to give feedback on what you would like to purchase once it hits retailers.

To read more about the site please visit this link http://www.theshoppingforecast.com/blog/article/12/A-New-Fashion-Democracy-Has-Begun.aspx

Illinois Institute of Art Student Portfolio Show

This past Friday, September 24th, I had the privilege of attending the Illinois Institute of Art Student Portfolio Show and I had the opportunity to meet several talented, young individuals ready and eager to begin their professional careers.

Aside from the impressive bodies of work from the students I also found that each student was amazingly prepared, eager and positive. In conversations with many of the students I found that their time at the Illinois Institute of Art had thoroughly prepared them for the business of the industry, an aspect of the education process that I have found is many times neglected. It was such a pleasure to meet with each young person and review the hard work that they had completed and were presenting in their portfolios.

The exhibits showcased the talents of the students completing the Advertising, Digital Film & Video Production, Fashion Design, Fashion Marketing & Management, Game Art & Design, Graphic Design, Interior Design, Media Arts & Animation, Web Design & Interactive Media, Visual Communication & Visual Effects and Motion Graphics programs. Had I had more time I would have loved to have meet each student given the impressive collection of portfolios on display. I must admit it took me 3 hours to meet and speak with each Fashion Marketing & Management student and a handful of Fashion Design students.

In many of previous postings I have emphasized the need for a realistic perspective for young students and professionals when entering the work force and it was quite obvious that it is the same philosophy held by the Illinois Institute of Art. The students I met were prepared, well spoken, talented and in addition had realistic expectations and a strong work ethic willing and eager to start working.

It has been a few years since I have been in school and the evidence of how significant the role of digital media in business today was everywhere throughout the show in the websites, digital portfolios and blogs many of the students were using to promote, exhibit and sell themselves and their brand. This is a trend in line with the business of today as the world has turned to online and social media in order to market their business, sell their product, build a client base and network. It was excellent to see that these students embraced this new way of doing business as they begin their journey and I cannot say enough about the amazing staff and professionals that have prepared them so well for their next steps.


Below are just a handful of examples of the online sites, digital portfolios and blogs that I was introduced to during my visit.

Maria Somoza-Fashion Marketing & Management-Marketing Interest
www.MariaRSomoza.com
Morgan Massat-Fashion Marketing & Management
http://www.morganmassat.com/
Jessiva Van Meter- Fashion Marketing & Management
http://www.jessicavanmeter.com/
Brittany Brown Lee- Fashion Marketing & Management
http://www.brittanybrownlee.com/bdb.html
http://www.girlintheyellowcab.com/
Anthony B. Shelby II-Fashion Marketing & Management- Merchandising Interest
http://www.anthonyshelbyii.com/
Susie Brock-Fashion Marketing & Management- Buying Interest
http://www.susiebrock.com/
Cassandra Vack-Fashion Marketing & Management- Wedding Planner Interest
http://www.cassandravack.com/
Marisa Arredondo-Fashion Marketing & Management- Marketing Interest
http://www.marisaarredondo.com/
Natasha Nicole Rumpke-Fashion Marketing & Management-Product Development Interest
http://www.natasharumpke.com/

In addition to an aptitude in digital media many of the students had also been well prepared with other trends in the industry in particular the importance to consumers of being green in business as well as the importance philanthropy plays in business today. In many portfolios I saw projects focused on charities, charity events and green products. In conversations many students explained to me their interest in incorporating these two concepts in future careers and work which is not only smart but also shows that the latest generation is more globally minded and socially conscious two admirable traits in the new work force.

Overall it was evident that these students had completed a great education and had been supported by professors and advisors who valued the importance of understanding the industry and business world from a realistic and professional perspective. The students were confident, eager, talented and smart which excited and energized me.

Thank you to all of the students who spoke with me and the Illinois Institute of Art for inviting me to such an incredible show.

Wool melange dress Designed by Ashley Zaidi

  

Gown Designed by Santay Coburn, Birdalle Couture

RISD & Elle's Fashion Next Awards

Visit the Education page to find out more about the designers in the RISD & Elle Fashion awards that were showcased on Sept 9th.

How to say...

Despite having high profile names, there are many designer's whose names prove very difficult for the public. Below is a link to a BBC article that my sister in London forwarded to me. This is a very amusing article and video for any fashion enthusiast.


http://www.bbc.co.uk/news/magazine-11372095

Fashion Lab: Spring 2011 Runway Trends-Wearability & Affordabil...

Fashion Lab: Spring 2011 Runway Trends-Wearability & Affordabil...: "For the past 3 years we have seen a definite change in the retail and fashion industry so how have designers responded in order to increase ..."

Spring 2011 Runway Trends-Wearability & Affordability

For the past 3 years we have seen a definite change in the retail and fashion industry so how have designers responded in order to increase their business and market share? As New York Fashion Week has showcased the latest collections in NYC there are a few prominent trends that don't include the the actual clothing itself.

The first trend is Wearability. Wearability or commercial appeal have been dirty words in the high fashion world when it comes to the runway which is the showcase that designers are given the opportunity to promote and debut their latest collections for the global press, buyers and consumers. The Fashion Show season plays an integral role in fashion as it can be a springboard of success for many designers, collections can gain the attention of the press providing them an opportunity to showcase their designs in editorials in magazine or on the red carpet and thirdly to create a buzz in the industry that receives a response from the consumer and generates the sales which sustains their business. The international fashion scene looks forward to seeing creativity, new ideas and execution each season and often times the designers who make the greatest splash or biggest statement have reaped the most praise in the press and in magazine editorials. But today there has been a shift. It is now popular to create beautiful clothes that are wearable AND affordable. Affordable being a relative term in the fashion industry.

So back to the first trend...WEARABILITY. Today it is fashionable to have collections that speak to, connect and relate to their audiences of the everyday man and woman. Retailers are a big driving force in this trend as they must respond to the customers requests and achieve their financial goals. The only way to do this is to buy clothing  that is saleable. Through history the brands who are the most successful in this are the brands that are having the greatest success. Commercial appeal has always been an important part of turning a profit in fashion but has not always been the top priority for the entire industry. This season the runway has merged the two concepts of wearbility and fashion.

To provide you with a little history lesson using one of my most favorite designers as an example, Giorgio Armani back in 1975 built an empire on wearble clothing, striving to create clothing for the public. His success is greatly due to his genius in using this principal and his dedication to continuing to stay loyal to this idea. This concept of making clothes for people and not models, clothes that met the needs of the public and their lifestyle has made Giorgio Armani one of the best and most successful designers in the world. Though this principle was not always popular among magazines and the press it is however popular with the customer and continues to be so to this day which has created the staying power and relevance of Giorgio Armani in today's apparel industry. Another great designer prior to Armani, and one of my favorites, also held a similar principle. The designer's name was Coco Chanel. She is quoted as saying, "Innovation! One cannot be forever innovating. I want to create classics” and "Fashion has become a joke. The designers have forgotten that there are women inside the dresses. Most women dress for men and want to be admired. But they must also be able to move, to get into a car without bursting their seams! Clothes must have a natural shape." She is absolutely correct fashion, especially luxury needs to be comfortable and have a purpose in the lives of its wearers.

So how have some of the current designers incorporated this idea in their latest collections for SS011? Many designers have still included great editorial pieces and looks but have made sure that the pieces in their collections and most of the looks created to grace the runway are commercial enough to appeal to the everyday man and woman. Color pallettes have also been reviewed by designers in attempt to use colors that are more easily wearable and popular. Designers have also reviewed fabrication choices to insure comfort, durability and luxury. Lastly many designers are re-evaluating their pricing structure in order to make prices more appealing and "affordable."

The second trend is affordability. Affordability is a relative term but today there are more contemporary designers as well as second lines. At one time second lines were viewed negatively as a possible way to dilute a fashion designer's brand. In fact when Giorgio Armani launched his other lines of Emporio Armani and Armani Collezioni many designers thought it might take away from the first line of Giorgio Armani but today second lines provide an opportunity for consumers to get a piece of the designer without paying the price of their first line. Second lines like DKNY, D&G and Marc by Marc Jacobs have created new opportunities to expand their designer empires. This season more second lines have launched such as Mark & James a second line of Badgley Mischka and Z Spoke by Zac Posen.

How Do I Get Started-Part III

How do I get started is a big question--one that needs several follow ups. Through my research of my most favorite sites that are listed to the right I have come across some great information regarding how to get started in many other professions within the fashion industry.

Below are links to great articles and interviews of some top industry professionals that can help guide you in the right direction as you look to answer the question--How Do I Get Started?

How to become a fashion editor
How to become a fashion designer
How to become a fashion model
How to become a fashion photographer