Trend Report

Autumn/Winter 2013-14

Contents BerlinCityGuide

CreativeDirectionTrends

Surrealism LookingBack

LookingForward

TedBaker

Brand Application

VisualApplication

Berlin

City Guide

Creative Direction

Surrealism/Looking back/Looking forward

Surrealism

Creative Direction Colour Palette No.1

Surrealism is a trend that delves into the unexpected. It is inspired by the escapism from everyday life, almost as a way of lashing out. With brash and obtrusive objects featuring in Visual Merchandising, this trend is set to make a statement. The colour palette is bold and contrasting. To idea is to ‘play surreal games with a surreal society’.

Looking Back

Creative Direction Colour Palette No.2

This trend is inspired by a dispairing attitude towards technologic advances. It is almost a reaction to fight against further futuristic occurances, and traces back roots to a time that many long for, where actions were simpler, things were home made, and everyone was at one with the great outdoors. This trend is for those who want to take a sentimental journey in time.

Creative Direction

Looking Forward

Colour Palette No.3

This trend is inspired by architecture, futuristic visions and robotic shapes. In this digital age where technology is advancing at a rapid rate it is questionable what our future will become. This trend delves into the future with angular shapes and chrome dominating. It is experimental and unknown.

Surrealism

Visual Merchandising

Surrealism

Print and Graphics

Surrealism

Menswear

Looking Back

Romantisim Visual Merchandising

Print and Graphics

Looking Back

Menswear

Looking Back

Futurism

Visual Merchandising

Futurism

Print and Graphics

Futurism

Menswear

Brand Application

Ted Baker

SWOT analysisStrengths Weaknesses

Opportunites Threats

StrengthsEstablished brandLoyal consumersSense of humour Change image frequently whilst maintaining brand DNA

No advertising

Expand consumer base/ attract new consumersShow brand is forward thinking and culturally aware

Recession-people spending less money on clothes

Ted Baker

Visual Application

Visual Application

Logo

Visual Application

Packaging

Visual Application

In-store design

Visual Application

Window display

Visual Application

Window display

Natasha Stock/Jemima Wilson/Eileen Pegg