So as you saw from my previous post, I completed the part 1 of my first trend brief. I was really happy with the information that I sourced and as a group, we worked well together. All that was left were the third and fourth mood board which were 'retail' and 'consumer'. Unlike the first two boards, these required primary research. This meant that we had to go out and find the information for ourselves more than using secondary sources such as the internet and books.
Mood board 3 - Retail
For this mood board, we thought that it would be best to split it into high end and low end, as it seemed the most natural way to do it.
High End
Since none of my group went onto the London trip due to unfortunate circumstances, we found it very difficult to find examples of frills in high end retailers therefore I did my research for this online. When I began to see how frilled detailing translated into high end retailers, I noticed that the maximalism found on the catwalk was replicated in high end stores. As you can see from he images above, unlike high street stores, in high end retailers, frills are featured on many more items of clothing such as jeans and coats.
In addition, I noticed that the colours used in high end stores were not typical autumn winter colours. However, they were colours that I saw on Pantone's website and WGSN for colours to look our for in A/W 2016 as well as colour predictions which meant that these high end brands would have chosen their colour schemes based on trend forecast research.
| As well as this, a lot of the clothing that I saw on high end retailers websites such as Selfridges, Harrods and Harvey Nichols, I saw was in the same colour family as Pantone's Colour(s) of the year which are 'Rose Quartz' and 'Serenity' (images below). This shows that high end brands are using colours that are the most likely to be trending. |
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| Victoria Beckham Frill Dress |
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| MSGM Ruffle Sneaker |
Overall, from my research I can see that the clothing in high end stores were more exaggerated and tended to be more elaborate, which for me designated with what frills converted in victorian times. Frills were over the top to portray wealth and status.
High Street
For the high street, we found it a lot easier to take primary pictures as it is more accessible than high end stores. So I went around Nottingham and went into the majority of hughstreet stores and here are the best examples that I was able to find.
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| White Ruffle Shirt from Topshop |
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| Burgundy neoprene off the shoulder ruffled top from Topshop |
| Unlike the frill trend on the catwalk being so versatile and featured on many items of clothing from tops to trousers to coats, this versatility didn't seem to translate into high street stores. When we walked around stores we noticed that the frills were more subtle and tended to be featured more on tops and dresses mainly. Retailers today have filtered down this trend to more wearable pieces that consumers are more likely to purchase rather than the exaggerated pieces that we tend to see on the catwalk. |
As well as this, we noticed a difference in the fabrics that were used for clothing for this season and last season. For example, the tops for SS 16 were more light weight and less structured, where as tops in AW 16/17 have more body and are made of a thicker material. However the tops that I did find that were of a thinner material were more formal/evening wear. In addition, the colour palette for this season featured a lot more greys, burgundy and creams which are very appropriate for the colder months.
This shows that the catwalk trends have not completely translated to celebrities which will heavily impact what is sold in high street stores especially since consumers want to buy what their favourite celebrities are wearing.
Consumer
Unlike many other trends such as distressed or cut out clothing, garments with frill detailing can appeal to a wider customer base since it is very popular in many different age markets.When we went out to take pictures, we realised that it was very difficult to take images as many people were walking around with coats on during the day since tops with ruffles and frills tend to be made of more sheer or lighter weight fabrics.
However, we realised that this trend for this season existed more in the night time. The frill detail is very suitable for nights out and is the perfect way to dress up a top with out showing any skin, which is perfect for the colder months. We decided to include some images of garments that consumers were wearing in summer, so that we could compare them to primary images of consumers in this season. As you can see, frills were very popular for the festival season.
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| Girl I photographed on a night out. |
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| Photograph from summer. |
Final Mood Boards
Here our the final mood boards that we created. Overall, I was happy with the outcome however if I could revisit it I would have definitely reconsidered the layout and the information included on some of the mood boards so that there was a clear connection between them all.
Mood Board 1 - Trend
Mood Board 2 - Media
Mood Board 3 - Retail
Mood Board 4 - Consumer
Thanks for reading.
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