Fashion is always ahead of the game. Even though it's currently Spring/Summer 2019, forecasters are already looking to see what will be trending in Spring/Summer 2020. Here is what my partner Rachel and I think will be big next year.
Our collection is called Duochrome Sunset Spring/Summer '20 and it features graphic black and white with pops of orange. In our research we found that graphic patterns, especially floral will be a popular trend. Another reoccurring trend we saw were bold pops of color, like this bright orange. These trends make a lot of sense. The past few seasons we've seen a lot of pastels and bohemian inspired pieces, which I think will reach a peak this season and we'll switch over to more bright and in your face styles. We are seeing more neon in Spring/Summer '19 and that will definitely be carrying on for the next few seasons.
Our target customer is young women ages 18-25. She likes classic pieces with a bit of edge that she can mix and match. She uses social media to keep up with the latest trends and looks to celebrities like Rihanna for style inspiration. Our customer is outspoken and involved in social justice. She enjoys going out with her friends and listening to music that matches her rebellious spirit. She doesn't care for tradition and marches to the beat of her own drum. Our customer may not have a ton of money to spend but she enjoys investing in key pieces that are ethical and sustainable.
Together Gen Z and Millennials are the largest generational group making up 63.5% of the global population. They are the most outspoken and involved generations and with an emphasis on being "the future." They are also the most plugged in generations. While they cannot afford big ticket items they will treat themselves to smaller luxuries like clothing and accessories.
Our collection has a mid price point with shirts starting at $20 and jackets at $100 and will be sold at stores such as Urban Outfitters and online at websites like Revolve. It consists of five everyday pieces. A black vegan leather jacket and pants made out of pinatex, and a white graphic tee with orange text, a mid-length floral skirt, and a loose orange tee made from bamboo fabric. We wanted this collection to be ethical, sustainable and something that can be mixed and matched to create multiple different looks.
Here is the link to Rachel and I's full marketing plan.
And here is the link to Rachel's blog post.