LUCIDITY TREND REPORT

Maria-Bunches RadakinEFMM5006

lucidity:for nikelab aw16/17

index

5Lucidity

The concept

7Lucidity

Trend drivers

9SportswearMarket trends

11NikeLab

Market positioning

13NikeLab

Current product

15NikeLabKey product

17NikeLab

The consumer

19NikeLab

Consumer typologies

21Aspirational

Vidur

23AspirationalAdidas by Stella

25Aspirational

Mens product

27AspirationalWomens product

29AspirationalCatwalk trends

31Lucidity

Lucidity for NikeLab

33Colour

Neuturing neutrals

35Colour

Base metals

37Colour

Urban camo

39Material

Lightweight layering

41Material

Creature comforts

43Material

Winter warmth

45Key Items

Menswear

51Key ItemsWomenswear

55Menswear

Range

57MenswearSpecification

61Womenswear

Range

63Womenswear

Specification

67Marketing

Lucidity

71MarketingLucidity in retail

73Bibliography

79Illustrations

3

lucidity:Clarity Within an uncertain world.Lucidity focuses around the need for clarity in the world in which we live. With the unknown of the future; the deteriorating environment and technological advances beyond our comprehension has left our minds confused and overwhelmed. Lucidity provides a pure, natural and understandable future.

Purity of earth drawn resources

The North Face Spider Silk Parka

Bassike 2015 1.1 concept

SEYMOUR

5

luc

idity

2.3 key trend drivers

human+

Euthanasia Coaster by Julijonas Urbonas. ‘A hypothetical euthanasia machine in the form of a rollercoaster, engineered to humanely take the life of a human being with elegance and euphoria ...’

Cyborgs, superhumans and clones. Evolution or extinction? What does it mean to be a human today? What will it feel like to be a human a hundred years from now? Technological capabilities are increasing at a rapid pace—should we continue to embrace modifications to our minds, bodies and daily lives, or are there boundaries we shouldn’t overstep? (CBB, 2015)

The obsession with the future has only increased, however the future can not be defined, but only assumed. The pressure of the unknown has changed the way that humans behave today - is there anything a single person can do to alter the course of the future? All this pressure has proven too much and created the need for an escape, and the need to live in the moment.

seymourSeymour in Paris is primarilly a tech free space, a not for profit organisation providing a sanctuary to reconnect with your subconscious. Seymour encourage new clearer methods of thinking and use of the imagination, gaining back the ability to think using the subconcious and intuition without technology providing a period of time when we aren’t locked in ‘active’ thought.

Seymour is not anti-technology, they simply believe that a more balanced approach to technology provides a simpler perspective and ultimately encourages technology to enhance day to day life rather than diminishing it. Promoting a caring and nurturing approach to dealing with technology.

The platform is a real-time barometer of what concerns or interests people most, and users can add to the conversation by linking to articles earning them more Cåin to invest. ‘The future is looking 193% less safe than yesterday’, reads the website, indicating that stock in Bloodless War has fallen, for example.

‘The idea for the Åzone Futures Market was to create something that would display the dynamics of the way in which technology is controlling parts of our lives,’ says Therrien. ‘It’s too direct and it’s not interpretive enough,’ he says of other attempts to introduce technology into the museum experience. ‘People can experience [the technology] at first hand, but that doesn’t give you a sense of the effect of those things.’ (Jordan, 2015)

Åzone Futures Market

‘The future is looking 193% less safe than yesterday’ the current website greeting for the Azone Futures Market.

SEYMOUR - a place to get away from technological external distractions and outside influences that hinder your ability to access your own thoughts.

Anthropocene, the ‘human epoch’, is a term that has been widely adopted to describe the geological period since humans began to significantly influence the world around them.

Human activity is undoubtably affecting the environment. The actions of humans now have the potential to lead to whole system collapse, damage that we are constantly reminded of and encouraged to act upon.

Nature is becoming prominent in consumer lifestyles, technology and fashion, this is as anthropocene continues to develop as does the human awareness.

anthropocene

Plastiglomerate, a rock formation containing plastic inclusions, a proposed marker for the Anthropocene, found on Kamilo Beach, Hawaii, June 2014

7

sportsw

ear

Growth in the sportswear market in the uK is being driven by a trend for sporty clothing and footwear being worn both for sports and as leisurewear.

(mintel,2015)

The sportswear market

I don't know/remember

For non-sports use

For sports use

Reason for purchasing sports clothing and footwear in the last 12 months(Mintel, 2015)

72%52%

2%

52% of shoppers have bought sports clothing and footwear for non-sports use

The trend for sportswear worn for leisure has been heavily encouraged by sports brands collaborating with primarily fashion based brands, designers and celebrities.

Collaborations have included Nike Jordan x Supreme, NikeLab x Sacai, Rhianna for Puma and most recently Reebok x Wood Wood and Adidas Originals x Yeezy which has just presented Yeezy Season 2. “

”

Sports brands have also encouraged consumers to see products in different ways, by marketing products as leisurewear by giving sports garments more fashionability than before.

An example of this is Adidas encouraging #adidastracksuitday on social media where you share a picture of yourself in an Adidas tracksuit then use the hashtag to join in. Throughout the marketing for #adidastracksuit day the models are seen to be wearing products in a lifestyle context rather than for sport.

9

nik

elabHigh price

low price

Classic trend led

Current Market Position =

Aspirational Market Position =

current market positioning

As NikeLab become increasingly trend led the competitors will begin to change. Although currently prices are higher than Adidas by Stella the current AW15 product is less trend led. The aim for NikeLab’s AW16/17 collection is to be trend concious to meet the needs of the consumer similar to NO KA’OI who follow colour, pattern and material trends each season.

Innovation by Innovators. Elevating performance and sportstyle product with uncompromised function and exceptional form. 11

Current product aw15

NikeLab Shacket£160

NikeLab Waterproof£365

NikeLab Tech Fleece Crew£105

NikeLab Tech Woven Trousers£140

NikeLab Knit Pants£340

NikeLab Knit Full-Zip£380

NikeLab Packable£285

NikeLab Pocket T-Shirt£78

NikeLab Tech Woven Trousers£140

nik

elab aw15

NikeLab Dunk Lux High£125

NikeLab Dunk High Sherpa£150

NikeLab Free Inneva Woven£175

NikeLab Free Inneva II£160

NikeLab Air Zoom Elite 8£110

NikeLab Cortez ‘72£95

NikeLab Parka£270

NikeLab Knit Jacket£155

NikeLab Woven Trousers£85

NikeLab Hyperwarm Legging£110

NikeLab Sculptural Crew£135

NikeLab Pro Indy Sports Bra£65

NikeLab Free Inneva II£160

NikeLab Classic Cortez£98

NikeLab Payaa£80 13

KEY ITEMS

NIKELAB WATErproof NIKELAB knit pant tech fleece crew

This waterproof jacket has been made with Gore-Tex fabric to ensure the best protection against the elements.Media-ready compartments, with taped seams for protection and practicality. On trend in terms of colours for AW15/16 and generally a wardrobe staple that has been created with trend colours in mind.

These knit pants have been elusively manufactured in Italy, boasting the highest quality fabrics. Although these have a high price point of £340 they are part of the NikeLab mens White Label Made in Italy collection and come in limited numbers, this creates further desirability.

Tech Fleece is one of the most recent innovations from NIke, however this is also part of the NikeLab White Label Collection. This is a key item for those who are brand loyal and want to invest in the premium NikeLab range. The technology used within the Tech Fleece range aims to be durable and functional.

nik

elabNIKELAB parka NIKELAB hyperwarm

tightNIKELAB Sculptural

crew

Made specifically with training in mind this parka boosts a lot of functional features such as mesh lining, water resistant and wind-proof outer. This parka has been designed with the architecture of the human body in mind and designed by Johanna F. Schneider, a sure selling point for this jacket.

The Nike running tights are known to provide high performance, the NikeLab range of Hyperwarm tights are not an exception. These hyperwarm tights have been made with dry-FIT fabric and french terry interior for warmth a feature that is only seen in the AW15 range.

This NIkeLab sculptural crew incorporates Nike’s Dri-FIT technology into a classic Nike womenswear crew. The crew has been made with functionality in mind with ergonomic design especially to enable motion during sports yet maintains fashionability.

15

INN

OVA

TOR

S 2.

5%

EARLY ADOPTERS 13.5%

EARLY MAJORITY 34%

LATE MAJORITY 34%

LAGGARDS 16%

NikeLab Target Consumer =

NikeLab Actual Consumer =

NikeLab specifically target the innovators with their technologically advanced products, often using fabric technology before anywhere else.

However the reality is that it is generally the early majority who will buy into the brands products, those who will have seen or heard about a similar product on or from an innovator.

psyc

ho

gra

phic

pro

file

gra

phnikelab target consumer

20-30 - Male & female - young inner city professionals

Socioeconomic groups C1 -

B/A

Generation Y and young

millennials

Health and fitness conscious,

use free time to go to the

gym

Fashion conscious early

majority consumers who buy

clothes from brands who

target the early majority

Keep up to date with

technology and remain brand

loyal

value experiences and

will spend money on an

experience if they feel it will

enhance their lives

co

nsu

mer pro

file

17

co

nsu

mer lifesty

lethe urban elitist Athena Woman

Urban Elitist’s are extremely brand loyal inner city consumers who enjoy being a part of a brand community, in this case the sneaker and streetwear scene. They demand the highest quality exclusive clothing, and will go to any length to get hold of sought after pieces, even down to camping overnight for releases.

This consumer does not care much for highstreet brands, fashions and trends - they would much rather wear exclusive brands. These consumers meet an esteem need when purchasing products and use social media such as facebook and instragram to share their latest pick ups.

The Urban Elitist buys into brands like NikeLab mostly for footwear, and likes following the hype around products online from High Snobriety, Hype Beast and The Daily Street. The garments are not worn for sport and are often paired with streetwear brands like Supreme, Bape and Gosha Rubchinskiy.

The Athena Woman is career focused, successful, educated and entrepreneurial - from this has gained increased spending power, and owned a spot within the consumer market. These women like to look after themselves, they are concerned with their well-being - eating well and dedicating large amounts of time to fitness.

For the amount of time the Athena Woman spends on fitness and well-being they match with spending on sports and leisurewear, they tend to be brand loyal and concerned with product sourcing, sustainabliity and the environmental impacts their purchases will make on the environment. The Athena Woman wants to feel fashionable when working out and follows fashion trends, this also includes the use of technology within fitness.

The Athena Woman shops from places like NIkeLab for the fashionablitiy side of sportswear, they want not only clothes they can work out in but also clothes that can work within their busy schedules.

Consumer typologIES & Lifestyle

19

aspirational brands

Vidur AW15 collection maintains the essence of creating garments that are elemenatal, functional and enduring. Disciplined shapes are executed in vivid block colour; the restrained, contemporary and understated aesthetic is reinforced through invisible finishing and simplistic design. (Vidur, 2015)

21

1.2 aspirational brands

The emphasis from Adidas by Stella McCartney FW15 ready to wear collection is the engineering of the garments has been done specifically to remain resilient to the elements, yet still be sleek and fashion forward. Nothing about the collection is bulky, simplistic in design even the outer-layers have been designed to provide warmth and still be lightweight.

adid

as by stella

23

menswear aspirational product

cold smokeThe technical textile is bonded to a deluxe fleece lining that provides both warmth and comfort. Detailing on the piece also includes American-made waterproof zippers, heavy-duty custom knit ribbing, nylon gold-colored binding, and an inner media pocket. Combining both functionality and a rugged design. The use of fabrics within this tech bomber compliment each other perfectly, visually and with performance in mind.

Norse projects - ConditionsThe latest editorial from Norse Projects showcases the brand’s range of technical wear, all produced and designed to withstand various weather conditions. Items depicted include the Rokkvi 2.0 Neoshell jacket, a down-filled jacket that was redesigned to be lighter but warmer without the extra bulk, constructed with a 3-layer Polartech Neoshell outer fabric and lined with high density ripstop. (Young, 2015)

The collection is considerably technologically advanced versus product seen in past seasons from Norse Project. They maintain a clean cut and practical look throughout the conditions collection, the use of classic tailoring with a workwear twist whilst maintaining functionality is aspirational.

aspiration

al produc

tCottweiler Cottweiler use classic sportswear silhouettes and designs teamed with innovative fabrics to create minimalist high performing sportswear classics, designed for a high end market. The casual designs use high fashion accents and stay true to the sport luxe trend. However Cottweiler do not compromise on function, all garments throughout seasons maintain functionality. Garments are created with high performance and technologically advanced fabrics and remain perfectly clean and fuss free to the eye, the use of transparent nylon fabrics enhance the plainness and purity of the whole collection.

25

womenswear aspirational product

arjuna.agThis collection LUNAR WHITE consists of base layers made with organic milk and pure silver this brand is truly luxurious. Designed with health-enhancement and urban living in mind this collection is environmentally sustainable, both materials are non-toxic, flexible and breathable.

This collection is pure, sustainable and calm. Truly innovative in the use of materials and unique benefits to human and planetary health combined with minimalist design.

adidas by stella mccartneyAdidas by Stella McCartney encases what it means to have trend led sportswear, with three ranges wintersport, studio and running to meet all performance needs.

Colour, pattern and silouettes are thought through each season, the collection has been created to be worn and layered together. The outerwear is particularly aspirational due to the properties of the materials used, all include PrimaLoft insulation for warmth and comfort. The garments all remain fashionable and on trend dispite the engineered functionality.

aspiration

al produc

tNo ka’oiLadies activewear label NO KA’OI specialises in providing high-fashion performance yoga wear. Silouettes are on trend each season as are the prints and colour palettes throughout the collection. The bold use of colour and print diferenciates NO KA’OI and lifts the brand product from primarily activewear to athleisure.

The AW15/16 collection sees the use of performance leggings, layering of cullotes, the cape jacket and the staple sports bra. Lines are clean cut and engineered for comfort and function.

27

aw15 catwalk trendsnatureistic tones

tailored jogger

Elemental colours are a key focus throughout the catwalk, shades of earthy greens, dirty muds and pale sands contrast each other but remain a constant theme. They give depth yet remain somewhat neutral and versatile.

The tailored jogger bridges the gap between sports and leisurewear, the classic tailoring has been used on thick and heavy cottons in AW15 to create a winter suitable weight.

catw

alkcomfy cape

Seen across womens catwalks is the classic cape, in a range of colours and fabrics and seen on Kenzo to Moncler. The cape is extremely versatile and works well for the transition from autumn to winter.

light anorak

The anorak is a key item within AW15 outerwear, this trend has been encouraged by the continual active leisurewear trend. The anorak can be worn with 29

lucidity for nikelablucidity:for nikelab, aw16/17

Lucidity focuses around the need for clarity in the world in which we live. With the unknown of the future; the deteriorating environment and technological advances beyond our comprehension has left our minds confused and overwhelmed. Lucidity provides a pure, natural and understandable future.

Luc

idity

for n

ikelab

Lucidity calls for seamless unfussy design, clear and understandable to the eye. Depth and thought is still a necessity, silhouettes and materials are none the less engineeered with sport in mind and technologically advanced features.

Lucidity uses soft and caring colours, meeting the need for comfort during the winter months. Earthy natureistic tones re-affirm the feeling of urban escape and create subconscious reassurance.

31

12-0911TXC

15-1216 TXC

454 C

16-0110 TXC

lucidity coloursc

olo

ur

neutering neutral

This palette is beautifully neutral and natural, appealing to our softer side.

The versatile tones throughout this palette can be translated across clothing and footwear and works for base and outer layers throughout autumn and winter months.

This palette is also universal and will work across men and womens clothing ranges. Mixed with premium materials like Merino Wool to create a truly luxury feel.

33

8604 C

877 C

10251 C

8060 C

19-3911 TCX

14-4107 TCX

co

lour

This palette focuses on the mix of cool and warm metallics, referencing base metals and the purity of earth drawn resources. Mixed in with this palette are a cool charcoal and cement greys that create the sharp and precise feel.

This colour scheme suits outerwear, clothing accents and also provides a new dimension on footwear, this would work particularly well in sportswear to create a sports-luxe theme.

BASE METALS

35

19-3930 TXC

14-4107 TXC

19-5030 TXC

18-5606 TXC co

lour

The urban camo palette focuses around nature, with deep greens reminiscent of the woodland. This palette uses two main greens that compliment each other and also includes cool grey tones to provide a small contrast.

This palette is best suited to menswear, seen on tracksuit bottoms and also footwear. However these colours can be used in womens wear, with the main focus being grey with green accents.

These colours are really well suited to AW16-17 can be used on collections throughout autumn and winter.

urban camo

37

lucidity materials m

ateriallightweight layering

The need for lightweight garments is not restricted to the warmer months, the high-performance demands of sportswear require lightweight materials all year round. Materials include ultra-fine microfibre polyester,

Lightweight materials take on a lightweight look, the use of engineered nylon is not only wind and water resistant but also translucent this gives the ability to show form and shape not only provides protection from wind and rain but acts like a weightless second skin. These materials work particularly well as outerwear due to their protective and lightweight properties.

39

material

creature comforts

With natural resources depleting but the demand for luxury fabrics growing sustainably sourced merino wool meets both needs. Merino wool is naturally high performing, allows breathabiliy, heat response and odour control. Lightweight yet powerful merino wool feels luxurious on the skin and to the touch, naturally sourced and not chemically treated.

For use in sportswear merino wool can be combined with polypropylene, this then extends the properties of the fabric by creating a UV resistant barrier and allowing for moisture regulation. Merino wool creates a perfect base layer in winter months and perfect for layering during winter providing the perfect buildable barrier during sports.

lucidity materials

41

MATerial

winter warmthThe harsh winter elements drag on endlessly and creates the need for comfort. Fabrics need to be gentle and soft, to the touch and on the skin.

Natural and synthetic fabrics combined creates a more natural feel that does not compromise performance. Prime material mixes include cotton and polyester, cotton and linen, cotton and spandex. These fabrics not only allow movement but provide warmth but also movement.

These materials are optimum for sportswear and leisurewear during winter as the materials are incredibly versatile and can be manipulated into a variety of shapes and silhouettes from form fitting to a looser fit.

lucidity materials

43

KEY MENSWear items & Silhouettesth

e c

ity b

reak

er

Lacoste

Stone Island

ove

r sh

ort

Yeezy Season 1

Magic Stick

key

items

The windbreaker is a staple item year on year and makes for the perfect transitional piece. Used for travelling around the city or even for outdoor performance in AW16 the city breaker takes on a more fashion forward approach.

The city breaker will be seen in main trend colours and feature in high performance fabrics. Design remains visibly minimal, yet still be technologically advanced.

Metallics work particularly well for windbreakers, reflective properties can be added onto the nano-weight fabrics for evening activities.

Adidas Puma x Stampd

Urban Flavours

Rick Ow

ens

The short is not normally a key item within autumn and winter seasons, however in AW16 the short completes an outfit and is used for layering. In order to be layered the shape is loose fit and baggy with length ending at the knee or lower.

The over short can be layered with performance tights and provides an extra layer of warmth and comfort. This works best in either performance fabrics such as thin nylon shells or thick terry cottons.

45

KEY MENSWear items & Silhouettespa

rka

ISOFLX

Sophnet

tail

ore

d j

og

ger

Nike Tech Pant

key

items

Explosion x Adidas Originals

Magic Stick The parka is seen without fail every autumn and winter season, the main change from previous years now being the purposely oversized structure of the Parka creating volume. The curved shoulders of the parka allows for some shape and creates the feel of elongation.

The wieght of the parka varies from down weight to light weight and remains past the hip in length to create ultimate protection from the elements.

PHANTACi x Publish

As the menswear market overall begins to become more casual the active leisure trend continues. Joggers have started to be accepted as leisurewear and since this adaptations of the tailored jogger have been created.

The new generation tailored jogger features a slimmer leg in the peg leg style. The jogger still features pockets and some extra detailing. The tailored jogger needs to remain functional and therefore performance fabrics aid in creating a true athleisure product. Yeezy Season 1 47

KEY MENSWear items & Silhouettessp

ort

s bo

mbe

rba

se l

on

g s

leev

eReebok

UNDEFEATED

Nike x Undercover

key

items

Neat and slim in fit the bomber has been a staple item throughout transitional seasons. For AW15 the sport bomber includes features seen in classic bomber jackets and track jackets evolving into a boxy and neater shape than seen previously. With visible pockets and ribbed cuffs and collars in the detailing, the sports bomber maintains a tech fleece or coated performance outer as seen in AW15.

This versatile shape can be seen in both casual and performance sportswear and replaces a classic track jacket maintaining wind and waterproof properties. Materials can change the purpose of this bomber, from casual to a lightweight running jacket.

The long-sleeve t-shirt is developed with training purposes in mind - a crucial base item throughout the colder months across all performance sports. The shape varies from form fitting to a slightly more relaxed fit. This base layer has been designed with functionality in mind allowing for complete body movement.

The base long sleeve executed in merino jersey provides a heat responsive insulation, a breathable layer and odour control ensuring ultimate performance from this item yet seamless and simplistic in design.

Calvin KleinCold Smoke

Palace x Adidas 49

KEY womenswear items & Silhouettessc

ulp

ted s

port

s br

aH&M

Alexander Wang x H&M

Wo

rko

ut

cro

p

Calvin Klein

Acne Studios

key

items

Adidas by Stella Chromat The sculptured sports bra is not only concerned with meeting performance needs but also being flattering to wear and on trend. It has become increasingly important that base layers match outer and mid layer clothing.

The sculptured sports bra includes a basic silouette, however the use of cut out sections and colour blocking creates depth and structure.

The use of neutral tones works well for base layers these can then be contrasted with metalic tones on seams, straps or stitching.

The classic crewneck jumper is re-invented year on year, the silhouette and proportions are ever changing. The crew is a studio sportswear staple, perfect for travelling to and from the gym and for use during yoga classes and such.

For AW16/17 the crewneck maintains its classic simplicity, boxed shoulders and long sleeves complement the oversized feel. Femininity is reconfirmed with the introduction of the crop, starting just above the hip or ending at the bottom of the ribs.

The crewneck is another key item that is transferable between sport and leisurewear, the use of tech fleece adds to the functionality.

Adidas VFILES

51

KEY womenswear items & SilhouettesTa

lio

red h

arem

pan

t

Om

girl

KAG

ouLE

Mango H&M

Balenciaga

Adidas by StellaBassike

key

items

Soft structure and the gentle fit of the tailored harem meets the needs for comfort and free movement, yet remains relaxed and simplistic. The harem pant has been seen in previous seasons in larger proportions, however the tailored harem provides further practicality and fashionability.

Tech fabrics can be used with performance in mind, however for a enhanced item merino wool creates luxury and still ensures heat regulation, anti-bacterial properties and remains a fully natural and sustainable source of fabric.

Soft neutrals and grey marls enhance the shape of the tailored harem pant and flatter when worn.

The packable kagoule is no longer seen as solely a practical item, the kagoule is now a fashion statement. Seen across catwalks in autumn, winter and spring catwalks, from Stella McCartney to Balenciaga.

The kagoule comes in a variety of fabrics and textures, the high sheen or translucent proving the most popular among the sportswear sector.

The kagoule stops at the waist and is loose in fit, shape shown through soft rounded shoulders in contrast to the rest of the constructed jacket.

K-WAY

53

men

swear ran

ge

Silhouettes appear simplistic in design and feature contemporary tailoring teamed with tech fabrics.the collection has been built for layering, meeting both the leisure and performance needs of the consumer.

55

specific

ation

urban camo warm up

19-3930 TXC

19-5030 TXC

18-5606 TXC

The urban camo warm up kit has been designed with performance in mind. The sport bomber has a lightweight nylon shell, with removable tech fleece inner. This creates the perfect go between during or after performance sport. The tech fleece inner is insulating and resistant for the winter months.

The over-short has been engineered with a perforated base layer of mesh for breathability, and comfort. The outer is made from recycled polyester, allowing movement during all activities.

Using Dri-FIT Technology in both items, ensures they meet the demand of the NikeLab consumer in all performance angles.

The co-ordinated beanie and perfromance tights are made from 100% merino wool, ideal for layering during winter.

ENGINEERED Tracksuit

The engineered tracksuit has been designed with leisurewear being the main focus, however does not let itself down when it comes to performing agencies either. The lightweight jacket and joggers are both lined with a thin layering of merino wool, this differentiates NikeLab product from that of the normal Nike menswear range.

The outer of both the jacket and jogger are a cotton and polyester mix, both use Dri-FIT technology and have been treated to create a water resistant outer.

The tracksuit also includes an engineered long sleeve for base layer purposes, this is made from 100% merino wool to ensure optimum heat regulation and provide further heat regulating properties.

14-4107 TXC

454 C

16-0110 TXC

57

wo

men

swear ran

ge

Focus has been kept on ensuring silhouettes are on trend and the colour palette understated. maintaining functionality throughout the range, fashionability the entire range compliments each other.

59

specific

ation

The sport luxe set has been designed with comfort in mind, the tailored jogger and relaxed fit crew are ideal for indoor and studio sports. The colour palette is neutral and feminine, a marll texture gives more depth in the fleece tracksuit.

The outfit features an all in one yoga suit, that encorporates a structured sports bra this is mad e for free movement and is made from spandex for compression. This is an ideal winter base layer.

The jacket is fully water and rain resistant, crafted from nylon the jacket is semi-translucent and lightweight.

Sport luxe

12-0911TXC

15-1216 TXC

454 C

16-0110 TXC

reflex

8060 C

Reflex is as atheistically pleasing as it is performing, the tailored harem pant is relaxed and comfortable for all day wear, materials include a cotton elastane mix to ensure full range of motion can be achieved. The bomber is made from tech fleece fabrics, and includes a merino wool lining for extra performance comfort.

Created with a cool colour palette reflex is calm and simplistic, with minimal silhouettes that still project feminity. Metallic trims create luxurious and premium feel.

877 C

10251 C

19-3911 TCX

14-4107 TCX

61

mark

eting

luc

idity

lucidity:for nikelab, aw16/17

The demand for experiential retail is increasing, particularly from the millennial market who are more likely to spend money on an experience than material items. It is important that Lucidity becomes more than just something that can be had, but a memorable and immersive experience.

It is vital lucidity stays true to its beginnings, remaining clear and comprehensible. The reality of the future for marketing will come down to whether or not the brand can entice the customer into the store, as online sales throughout market sectors are only increasing year on year.

Brands must stand out from the crowd, applying a consumer orientated marketing strategy to Lucidity is vital to create an emotional connection with consumers.

With technology like the highly anticipated virtual reality headset Occulus Rift to launch in 2016 the virtual reality market is set to become a £2.5 billion market by 2018. NikeLab must find a way to keep in touch with these technological advances and become the market leader for use before other competitors in the sportswear market to stay relevant and interest consumers with what they have to offer.

The behaviours of the consumer are becoming more important than ever before, consumers no longer apprichate being interupted and given a marketing message, the behaviour of the consumer needs to be mimiced and marketing seamlessly fit into the consumers day to day habits in order for the marketing to be accepted.

63

mark

eting

luc

idity

lucidity:for nikelab, aw16/17

Lucidity is not anti-technology, lucidity simply calls for a mindful and gentle approach. With the target market for NikeLab being the millenial market technology is undoubtably going to play a large part in communicating and ultimately engaging the consumer with the trend.

With virtual reality set to become the next big thing within technology brands are already adopting it as a method of marketing product.

In so far as how virtual reality can work with lucidity, the whole basis behind lucidity is the needs for clarity, where else better do we find this than when alone with nature. With our busy lives and demanding schedules finding the time to re-connect is almost imposible.

NikeLab can provide a truely immersive in-store experience at it’s current NikeLab destinations, taking the great and natural outdoors right to inner city locations. The user can then choose how they wish to enjoy this virtual reality, whether to work out, for performance training or simply just enjoy breath taking scenery.

By applying this technology creatively and with thought whilst meeting the technological demands of the millenial consumer NikeLab provides a setting for users to become closer and a peace with the offline world.

This is priceless, memorable and a remarkable feat with the potential to become a regular experience within the lives of the consumer.

65

bibliog

raphy

CCCB, (2015). HUMAN+. [online] Available at: http://www.cccb.org/en/exhibitions/file/human-/129032 [Accessed 16 Oct. 2015].

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