3.2 Trends movement

From seasonal runway trends to designer trunk shows, the fashion world is dominated by trends. Often, it can be hard to keep track of what’s trending and respond to them in a timely manner. What’s more is that trends cover more than just one variable, which can extend to:

 

  • Materials/fabrics
  • Styles and silhouettes
  • Themes
  • Prints
  • Colours

 

In fact, the factors above are important to factor in while designing your products – they will impact the cost, pricing and margins.

 

Fleeting trends tend to move quickly and almost always end up being a fad. To avoid getting caught in a trend frenzy, it is important to understand what your target consumer wants. The quick fix to this is to look at validated consumer data with hard figures backing up these trends. When did this trend start? What stage has this trend reached? How quick was the market to adopt it?

 

These are all important questions that the Omnilytics Trend Performance feature can assist with.

Product development:

 

At the core of any good business is a well-thought-out product.

 

From creating a brand story, demographic and trend research to figuring out the depth and breadth of your collection, the product development stage can be extremely complicated. While coming up with a good idea isn’t difficult, understanding if there’s a demand for it, is.

 

Having sales data can help you identify which product category, subcategories or colours are trending within your chosen market.

 

 

The Omnilytics Trends Performance page can track trending product categories by markets or similar retailers/brands. The chart above shows the trending products in the UK during the month of September.

 

According to the data, the product category that had the highest growth is Bags. Other categories such as Jewellery and Accessories also show positive growth which tells us the non-apparel sector has a bigger opportunity in the UK market.

 

Once you have validated trends against data and decided, you can start sketching down your ideas. Alternatively, creating a mood board with elements you want to include in your designs will help you visualise your product.

Try it out!

  1. Go to Omnilytics Trend Performance page.
  2. Select any filters, market or timeline of your choice.
  3. Select a timeline – Omnilytics Trends Performance works best if your timeline is longer than 6 months.
  4. Filter by gender if you wish to see specific trends for women, men or kids.
  5. To look at the styles of each uptrending or downtrending trend, just click on the images.
  6. You can also break it down by subcategories. Go to your left bar and click on ‘Categories’ and select whichever you want to analyse.
  7. For trends on colours, go to ‘Group By’ (next to Price Range on top) and filter by ‘Colours’.