| Fashion Trends for the Future |
| Written by Sharon Mosley |
| Wednesday, 12 January 2011 16:57 |
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We've been there and worn that for 2010 ... now what's ahead for 2011? It turns out that plenty of professionals have jobs to tell us about the "next big thing." Anne Mack is one of those futuristic wizards by directing "trendspotting" at JWT. Headquartered in New York, JWT is a global network with more than 200 offices in over 90 countries — employing nearly 10,000 marketing professionals who stay on the cutting edge of "what's happening" in the world of fashion. "One of the biggest developments in fashion is the effect one of our larger trends, that we are calling 'Life in Real Time,' is having on the industry," says Mack. "The real-time Web has resulted in a greater emphasis on the immediate and the now, lending a greater sense of urgency to Internet-based behaviors and beyond. It has also helped fuel an expectation of instant gratification. We're becoming accustomed to getting what we want when we want it. Increasingly, the mindset is moving from 'I want that' to 'I want that now,'" she adds. Mack believes that the fashion industry will respond by introducing new looks more frequently, shortening the months-long delay between runway and retail, and setting up shop where consumers are spending their time (Facebook) rather than expecting consumers to come to them. "The fashion world will move in fast forward as the industry begins to disband the traditional season-based model," Mack acknowledges. "While cotton will command a premium price tag, shoppers will embrace simple pleasures like nail polish and temporary tattoos." Here are some other predictions by JWT for the year ahead, as consumers embrace a "brave new fashion world":  — The Nail Polish Economy: Women are typically said to treat themselves with a nice lipstick during economically uncertain times, but JWT foresees more beauty buyers perking themselves up with nail polish.As sales continue to rise and polish ascends to an "it" accessory in the fashion world, look for more unusual takes — from leather nails to purposefully chipped nails. Watch for unexpected categories to leverage this trend: Volvo is offering polishes to match three-color options for the new S60. — Temporary Tattoos Go High-End: The latest hot accessory — both on the runway and in the beauty aisle — gives a non-commitment spin to an otherwise permanent choice. Chanel is tapping into the trend with limited-edition skin art. In Dubai, temporary tats are available in real gold. And lower down the price scale, House of Dereon offers a kit in partnership with Temptu; the promotional campaign features Beyonce. — Costlier Cotton: Disturbances among the world's largest cotton producers (a severe drought in China, floods in Pakistan and trade restrictions in India) have taken a bite out of the global cotton supply, leading to price increases for raw cotton worldwide. Consumers will likely feel the effect in 2011. — F-Commerce: While only a few brands currently sell directly through Facebook (including Victoria's Secret, 1-800-Flowers.com and Delta Airlines), look for "f-commerce" to take off in the next year. By allowing Facebook visitors to shop without leaving the site, JWT believes brands add a social influence to the transaction. This brings a concrete return on investment to social media. — Fast-Forward Fashion: The fast-fashion retailers have shoppers expecting constant turnover, consumers are increasingly living "Life in Real Time," and fashion's season-based model makes less sense as luxury expands in developing markets. Therefore, fashion's traditional timetable will fade as labels introduce new looks more frequently (e.g. Cavalli Group) and shorten the months-long delay between runway and retail (e.g. Burberry). — Imaginary Friends: L.A.-based stylist Patrick Aufdenkamp is launching Imaginary Friends, a fashion line with a spring 2011 collection. Given his circle of Hollywood starlets, his designs are sure to get exposure on the red carpet or TMZ. Paper magazine describes the look as "simple chic with spikes of rock 'n' roll details and luxe fabrics." — Objectifying Objects: As objects start to be replaced by digital/virtual counterparts — from records and books to photo albums and even cash — watch for people to fetishize the physical object. Books are being turned into decorative accessories and records are being made into art. — Pedro Lourenco: Just 20 and already on runways in Paris, Lourenco is following a family tradition (his parents, Gloria Coelho and Reinaldo Lourenco, are well-known fashion designers in Brazil). Billed as a wunderkind, Lourenco uses innovative techniques to achieve his futuristic looks. — Storied Products: According to JWT, consumers are increasingly looking for a personal connection to brands. We'll see more brands playing up the people and stories behind the products — whether it's a focus on small-business owners, the people who produce the ingredients or everyday employees. Tokyo's Pass the Baton sells vintage clothing, jewelry and housewares, along with the stories behind them or a profile of the creator. And Boticca, a London-based e-commerce site for accessories, has a tagline that says, "I'd rather wear a unique story." — Virtual Mirrors: A camera displays a customer's image on a screen, which then overlays various types of makeup, allowing shoppers to preview products and play with options. Virtual mirrors also allow shoppers to test out clothing styles and share the look via Facebook, mobile and e-mail. Shiseido is rolling out virtual makeup mirrors in European stores after launching them in Japan. And France's Carrefour SA, the U.K.'s Superdrug and U.S. Wal-Mart stores are testing similar technology from EZface. Among others, Macy's is trialing virtual mirrors in its flagship New York store. Your fashion avatar is waiting — maybe I can get one without wrinkles! Sharon Mosley is a former fashion editor of the Arkansas Gazette in Little Rock and executive director of the Fashion Editors and Reporters Association. To find out more about Sharon Mosley and read features by other Creators Syndicate writers and cartoonists, visit the Creators Syndicate website at www.creators.com. |
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