Trend Forecasting presentation

Trend forecasting

Trend forecasting

Trend forecasting

Visual merchandise

illuminative industrialism

Low-tech- poor economic climate = return to ‘crafts’

customized conceptions

Integrity- enhanced customer experience -– creative

control

discernibly kitsch

Attention grabbing // escape from modern pressures

– // irony and satire

Trend forecasting

Print and graphics

a stamp of superiority

Authenticity/heritage // handcrafted look // less

corporate

Signage confines

Artistic/conceptual space // 3d // encourages direction

of travel

Playful personalisation

Value beyond purpose // memorable // lightens mood

Trend forecasting

Creative direction

The Nordic warrior

Craft and eco aware // rural/urban crossover //

modernist Scandinavian appeal

atomic man vs. astronomic outdoors

Expansiveness of nature // environmental

responsibility // the great outdoors

CONSUMER configuration

Brand as personality/experience // understanding the

consumer

Trend forecasting

menswear

Neoteric neon

Rave nostalgia // desire for individuality

A painters palette

Anti-fashion, rebellious // contrived spontaneity-

reference to art

Bodacious berry

Luxurious tradition // dark sophistication

brand integration Ted baker menswear

Brand values Honesty      

 Heritage    

Tailoring      

Loyalty

Contemporary

Quality

Passion Endurance

Mischief

Luxury    Sophistication

Gentleman sharp

smart

Brand research

Consumer portrait

Visual merchandise- in store making

-  low-tech/personalised elements in store

-  In store making = quality, integrity, craft -  tailor to customise/alter suits -  Consumer experience- allows for individuality

and control

Advertising- consumer portrait

-  “we don’t have a specific target market”- ted baker

menswear manager

-  Current look book; generic, not reflective of their supposed consumer base

Advertising -Consumer portrait

-  Currently view print advertising as ‘dishonest’

-  Envisaged using consumer portrait in A/W 13 look book

-  Gives more personal feel -  Enhances lifestyle/personality of

brand

Clothing Range

Footwear Range

“Trend forecasting: distribute the future”