Trends and Forecasting

Laura Robertson

200775717

Trend Folio

2

Contents

Contents, 2

Introduction, 3

2012: Digi-florals, 4

2013: Feminine florals, 5

2014: 3D florals, 6

2015: Camouflage florals, 7

Adapting to Different Market Levels, 8

Conclusion, 9

Bibliogrpahy, 10, 11, 12, 13, 14, 15, 16, 17, 18

Figure References, 19, 20, 21, 22, 23

Appendix, 24, 25, 26, 27, 28, 29

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3

Introduction

Every year, one can rely on a full floral fantasy aiding a smooth

transition between seasons, and although the floral trend will

forever be considered the embodiment of Spring and Summer,

it never gets old.

After extensive research, one can witness the growth and

evolvement of florals between 2012 and predictions for 2015;

how it has developed and adapted to present affairs.

The expansion of florals each year is influenced not only by the

fashion industry, but also by surrounding factors such as

politics; economics; social behaviour; technology; the

environment, and legal events. In order to fully understand

how each of these factors potentially affected florals in 2012,

2013 and 2014, I created a PESTEL analysis, and upon

examination and research, have discovered which elements

impacted Spring/Summer florals in each of these years

(see appendix).

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4

2012: Digi-florals

Upon analysing the PESTEL analysis, one is made aware of

which events influenced the trends of Spring/Summer 2012.

Spring/Summer 2012 saw the rise of futuristic and digital floral

designs, heavily influenced by the exploration of space

(Futuretimeline. 2012) and the ease of access designer’s had to

computer printing on fabric (Mckie, A. 2012).

Haute Couture and high-street retailers promoted extreme

layers with clashing digital prints (Bonser, S. 2012) in metallic

and vivid shades (Harvey, F. 2012).

The Queen’s Diamond Jubilee further encouraged this trend

with bright royal colours such as blood orange, yellow and

blue, which became the height of fashion (Davies, C. 2012).

Royal stigma influenced the season’s fabrics; silk organza; silk

chiffon and sheen fabrics (Jones, D. 2012), were notable mate-

rials used throughout all garment styles, often featuring de-

tailed embroidery (Harpers Bazaar. 2012).

These bright and recognisable prints were also a way of

cheering up society as a result of the harsh economic climate

(Mckie, A. 2012).

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5

2013: Feminine Florals

Similarly to 2012, 2013 presented society with a range of

global events, of which some consequently impacted the

fashion industry.

In Spring/Summer 2013, a much needed return to

all-things-delicate arose, embracing feminine styles in align

with garden blooms, (ELLE. 2013); this was heavily influenced

by the rise of Kate Middleton’s British image, upon the birth of

Prince George, (BBC News. 2013).

Both designers and high street retailers embraced pastel hues

as well as vibrant shades such as lilac; sea green; light blue;

pink and peace, inevitably covering ultra-feminine silhouettes.

As a result of the UK emerging out of the double dip recession,

materials such as linen, silk jersey and polyester crepe became

more affordable, meaning that these fabrics were heavily used,

(ELLE. 2013).

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6

2014: 3D Florals

Spring/Summer 2014 witnessed the rise of 3D floral designs,

reflecting the symbol of summer and femininity, heavily

influenced by our ever expanding technological world—both

the ‘Google Glass’ and iPhone 6 were launched that year,

Futuretimeline. 2014).

Companies encouraged the look that ‘less was no longer

more’, presenting consumers with vibrant 3D prints and

themes, often in pink, green, blue and yellow, featuring

photographic designs of roses; appliqué leaves, and daisy-like

embroidery, bringing blooms to life.

Being named Europe’s most prosperous economy, UK

designers used modernistic and bold fabrics such as crochet,

lace, chiffon and organza, often featuring monochrome

white-paper-like flower cut-outs on a range of apparel such as

sheer jackets, sweatshirts and dresses (Marie Claire. 2014).

—————————————————————————————————

7

2015: Camouflage Florals

In 2015, Spring/Summer florals are set to emphasise abstract

camouflage floral forms, simplified and arranged into tropical

styles, dedicated to the notion of freedom of expression and

nature.

Camouflage prints are often associated with earthy greens

and browns, however due to influences of expression; many

designers are diving in deep and combining floral

camouflage-prints, with palettes of bold greens, contrasted

by the calm hues of cream, purple and blue.

Collections presented on the catwalk this year for S/S 2015,

appear to reflect effortlessly relaxed, yet tailored silhouettes,

complimented by materials such as embellished soft silk,

cotton, sheer fabrics, and washed detailed patterns.

—————————————————————————————————

8

Adapting to different

market levels

Similar to every other year, 2015’s camouflage florals will be

adapted by all three levels of the market in order to target

their market. Adaptation involves the differing use of

material, style and price.

EXAMPLE: Camouflage floral top

At a luxury level, this top will be made by trained luxury

craftsman in little quantity using luxury fabrics such as silk.

Hand–embroidered details will be a large feature,

consequently increasing the price of the product.

At a mid-market level, this top will be mass produced in

factories abroad in order to maintain a low price for the

consumers. The top will be made from mid-market fabrics

such as polyester, featuring printed camouflage designs

using easily accessible computer technology.

At a low-market level, this top will be mass produced in

factories abroad in order to keep the price as low as possible.

The top will be made from some of the cheapest materials

available such as cotton, featuring camouflage colours, with

minimal detail.

—————————————————————————————————

9

Conclusion

Trends forecasting is a vital tool in aiding designers and brands

to produce the correct garments for each season.

It is important to note that it is not just the decisions of fashion

forecasters and designers as to which trend is ‘in’ one season;

our surroundings continually shape trends, providing the

consumer with annual variants of one particular style, building

and adapting to the consumer’s lifestyle.

The floral trend has been a solid example of this, consequently

offering the consumer with annual varied styles.

738 words

10

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Figure references

20

Trend board 2012: Digi Florals

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slideshow/859228/blumarine-spring-2012-runway/#14

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pin/437623288761749349/

21

Trend board 2013: Feminine Florals

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22

Trend board 2014: 3D Florals


November 2014]. Available from: http://www.vogue.co.uk/fashion/

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vember 2014]. Available from: http://en.wikipedia.org/wiki/Blue

Figure 5: Wikipedia. 2014. Green colour. [Online]. [Accessed 26th No-

vember 2014. Available from: http://en.wikipedia.org/wiki/Green

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vember 2014]. Available from: http://www.pinterest.com/

pin/444308319461480329/

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26th November 2014]. Available from: http://www.pinterest.com/

pin/366902700866830011/

Figure 8: Pinterest. 20143. 3D blue dress on catwalk. [Online].


www.pinterest.com/pin/218072806928688825/

23

Trend board 2015: Camouflage Florals


November 2014]. Available from: http://www.vogue.co.uk/fashion/

spring-summer-2015/ready-to-wear/maxmara/full-length-photos/

gallery/1248888

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vember 2014]. Available from: http://www.houzz.com/


fabric

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November 2014]. Available from: http://0-

www.wgsn.com.wam.leeds.ac.uk/search/search.php#{%22start%22%

3A%200%2C%20%22limit%22%3A%2050%2C%20%22initial%22%

3A%20true%2C%20%22f_limit%22%3A%205%2C%20%22q%22%

3A%20%222015%20camouflage%20floral%22%2C%20%22facets[]%

22%3A%20[]}

Figure 4: Wikipedia. 2014. Purple colour. [Online]. [Accessed 26th No-

vember 2014]. Available from: http://en.wikipedia.org/wiki/Purple

Figure 5: Wikipedia. 2014. Green colour. [Online]. [Accessed 26th No-

vember 2014]. Available from: http://en.wikipedia.org/wiki/Green

Figure 6: Lima Family Farms. 2012. Autumn leaves. [Online. [Accessed

25th November 2014]. Available from: http://limafamilyfarms.com/

tag/autumn/

Figure 7: Miscellaneous. 2014. Tree. [Online. [Accessed 25th Novem-

ber 2014]. Available from: http://allimckee.com/miscellaneous/the-

tree-of-inner-strength

Figure 8: Pattern People. 2014. Camouflage floral print. [Online].

[Accessed 25h November 2014]. Available from: http://

www.patternpeople.com/camo-floral/

24

PESTEL Analysis Table

Appendix

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