Fur in Retail

Finding examples of fur in retail spaces was quite hard, at first I could only seem to find home interior examples, not in retail.

After some long research and finding new websites to look at I found a couple of examples, some store retail, some restaurant spaces and some window displays.

Again, like the advertisement research fur was never used as the main focus, it was added as a touch of texture like on a chair, a rug etc.

Images from Pinterest 

Fur Advertising

For this task we were asked to compare two adverts in a double page spread. To start this task I created a Pinterest board where I could store all the images I find, whether they were perfectly relevant or not. I wanted to have as much content as I could so then I could pick the perfect two images I wanted to use.

As I am looking at fur I found most adverts just use touches of fur like an accessory or a coat draped over a model, the fur was not usually the main focus of the advert.

Images from Pinterest 

Summative Brief- Initial Research

I have decided that the best way for me to start my summative brief was to get some visual inspiration and research so I have content for when I start looking at each individual task. 

Pinterest was the perfect place for me to start this so I created a number of boards for each task. 

From my initial board I noticed at the moment fur accessories like handbag keyring, fur clutch bags and fur details on shoes are very popular. Also bright and colourful fur especially for coats is a current trend. 

From this I made each of these sub trends there own board. 

At the moment I am struggling to find fur being used in retail spaces, but hopefully soon I will find some examples. 

Now I have some initial visual research I am going to choose the examples I want to write about. 

https://www.pinterest.com/franadams0121/

Summative Brief

Over the next couple of weeks we will be producing our first summative brief which will involve me producing a visual analysis report on my blog.

Our summative brief links to our previous formative brief where my group were given outerwear to explore. We looked at the trends of camel, longline silhouettes and fur.

For this summative brief I want to look more into fur as I feel it has a lot of history to explore and research, but also because fur is a key trend at the moment.

I will start by looking online for initial research and then focus on each particular task.

Images from Pinterest 

Are UGG Boots Back?

Both sales figures and new market research shows that the brand is making a comeback! YouGov BrandIndex interviewed 45,000 consumers which showed at the end of June 2013, 4% of American adults said they'd consider buying Uggs on their next shopping trip for apparel and shoes. now 11% of the consumers asked said they would, a two-year high.

While Ugg traditionally sees a boost in its numbers between June and December, this 'purchase consideration' score was hovering at about 6% this time last year. (December 2015)

However, fashion mags have been predicting the return of the Ugg for months. In January 2015, British Vogue described the comeback as 'a devil-may-care kind of glamour'.

In November, two of todays most photographed fashionistas Kendall and Kylie Jenner were snapped shopping for Ugg boots on New York's Madison Avenue in what InStyle described as an 'It-girl rite of passage.'

While the pair were probably paid to be seen on their shopping trip and their accompanying Instagram post which was seen by millions, I've got to say well done Ugg, I applaud your efforts.

Shoes of Prey- Customise Your Own Shoes

Shoes of Prey is a brand featured in the store Nordstrom and online where you can design your perfect pair of shoes. You can design the shape, colour and height of the heel, the brand custom make the design and your shoes can be shipped worldwide in 3 weeks. There are 170 fabrics which you can choose from to create your perfect pair. But what if the shoes aren't right? Shoes of Prey offer a return service of 365 days and they will remake them free of charge or a full refund.

I feel this brand has created a great way for people to easily get hold of their dream pair of shoes. This would be a great brand for special occasions such as weddings, proms etc where you may want something a bit unique or a specific colour, but I do wonder why other companies haven't thought of this before. It seems like such a good idea that any woman would want, but how successful is it? Do women actually take the time out to design the shoes or would they rather just shop around to find the perfect pair?

Nordstrom only have 5 locations where this service can be used in-store, otherwise you would have to order online. Nordstrom have 323 stores in 38 states in America which shoes the customise shoe market is a very small one. However, Shoes of Prey have announced they have raised $15.5 million from investors in its latest round of funding. In a press release they have said they want to increase their presence in retail stores and expand their factory in China. The brand may also try and expand their product offering like handbags and small leather goods.

Parley for the Oceans X Adidas

Parley for the Oceans and Adidas have teamed together to create an innovative footwear concept called Ocean Plastic. The trainers have a 3D- printed midsole and are made entirely from materials created using reclaimed ocean waste, such as plastic and illegal nets.

Parley for the Oceans believe that this prototype can set an example for the industry for what can be done in designing and in manufacturing to help stop ocean plastic pollution and bring more awareness.

Fashion brand G-Star Raw and Bionic Yarn, the eco- friendly label co-founded by Pharrell Williams and Raw for the Oceans collaborated on a project that collects ocean plastic and turns it into denim. The brand feel that because the garment is environmentally friendly it makes the product more appealing to the consumer.

"It was desirable because it was designed to help save the oceans. There was a sense of exclusivity around it, but it didn't cost more...That's when it becomes relevant."

The fashion industry is in a unique position to address the problem of ocean pollution, says Gutsch. "Fashion is at the crossroads of consumerism and innovation; it is able to communicate messages others can't address. It's a strong vehicle of change."

Parley have also launched a new sustainability scheme- A.I.R. (avoid, intercept, redesign)- this provides guidelines that any fashion business or consumer can follow, beginning with everyday actions the business take, like trying not to use plastic, help manage waste, and redesigning alternative solutions.

"The only way to move forward, in the future, would be to produce on demand" says Gutsch.

Marks and Spencer Christmas VM

Recently while on a trip home I visited the new Marks and Spencer in Longbridge. The store has just opened and is the largest in the West Midlands complete with a prosecco bar, nails and brow beauty bar.

I was surprised when I saw the christmas VM which featured pink and orange flowers.

I feel like this was an odd route for M&S to go down as its not very festive. This style of VM has been done before, but is usually in stores spring/summer time.

I created a Pinterest board to show how other stores have taken this trend.
https://www.pinterest.com/franadams0121/flower-vm/

Personally, if I was designing this window for M&S and was inspired by this trend I would've changed the flowers to a disco ball effect or covered them in glitter, something to make them feel a bit more festive.

Charles Darius- Bolt

Again, I've found another piece of wearable technology. This time its a leather bracelet which turns into a USB so you can charge your phone anywhere.

There are 3 colours to choose from black, tan and marine. The bracelet is $50 which makes you think is this really worth it? Would it be a better investment to just buy a normal USB and keep it in your bag? As I've said before about wearable technology this is just the beginning of this market so products aren't going to be as popular as they could be because people aren't aware of their benefits and whats on the market. In the near future these type of products may be something everyone owns, but for now I think I will stick to a normal USB cord.

Sephora x Pantone Universe

Sephora and Pantone have come together to produce the PANTONE Color of the Year 2016 Collection featuring PANTONE Serenity 15-3919 and PANTONE Rose Quartz 13-1520,  a new collection of cosmetics for eyes and lips. 

“With the whole greater than its individual parts, joined together Serenity and Rose Quartz demonstrate an inherent balance between a warmer embracing rose tone and the cooler tranquil blue, reflecting connection and wellness as well as a soothing sense of order and peace,” said Leatrice Eiseman, Executive Director of the Pantone Color Institute™. “Additionally, we are experiencing a gender blur as it relates to fashion, which has in turn impacted color trends throughout all other areas of design, opening our eyes to different approaches to color usage.”

I feel like because these items are limited edition and are something new and exciting coming to the market these products will do well. The packaging is very fun and bright and the cosmetic colours are also something different which you wouldn't usually find with other cosmetic brands. Although I don't feel the colours are particularly wearable for everyday, the collection still brings fun to the foreground and gets people to try something a bit different. 

Abercrombie & Fitch- Change in Teens, Change in Target Market

Abercrombie & Fitch have changed their target market to try and keep up with the 'new teen'. To keep their sales up they need to find out who their target market is and how they have changed in the past decade.

Chairman Arthur Martinez feels teenagers are spending money on other things not just apparel.

"A greater share of their money is going to, I'd say, two things. Number one is technology: iPhones, iPads, iWatch, whatever it might be," Martinez said. "And the other thing is — I'd call it experiences: dining out with friends."

http://uk.businessinsider.com/abercrombie-ceo-arthur-martinez-interview?r=US&IR=T

Abercrombie used to count on sexy marketing campaigns and stand out brand logos to get customers in their store, now that doesn’t appeal to the teens of today, they want fast fashion and for a cheaper price.

Abercrombies new target market are the 18-25 year olds.

"We aim today to be a little further up the age curve ... where people are little more grown up, if I can use that phrase. They're entering a true adulthood, sort of 18-to-25 age band, collegiate and immediate post collegiate. They have a more refined sensibility, a great sense of themselves, and the imagery that used to be used was designed to provoke.”

"Today, I think provoking is the wrong way to approach it. What we are trying to do is show a lifestyle and an ethos that is consistent with today's 18- to 25-year-old who has a clearer sense of self and identity, and we can appeal to that lifestyle and that confidence that they have as they get to that age level."

http://uk.businessinsider.com/abercrombie-ceo-arthur-martinez-interview?r=US&IR=T

That older consumer, Martinez believes, will invest in apparel versus go the fast-fashion route. "We sense a shift that people are willing to invest in something [that they'll wear] more than one season," he said.

I feel this change is good for Abercrombie as it shows they are really taking notice of how their consumers are shopping and what they want from the brand. They are growing with their customers and hopefully Martinez theories are correct. 

Wearable Technology- Caeden

Start up brand Caeden have developed a new wearable which includes the usual sensors found on a fitness gadget for counting steps, a heart rate sensor and an overall sensor to measure health and stress levels.

It seems strange that a start up company would make a wearable when big brands like Apple, Microsoft and Samsung are all doing the same. How would this small company compete? Nora Levinson, Caeden's chief executive says that there is still a lot of room to compete and enter the market. Caedens key selling point is that the wearable looks like a leather bracelet, a fashion accessory not like a gadget.

“We focused not only on designing a beautiful piece of jewelry, but also on incorporating advanced heart sensor technology that gives a more well-rounded picture of overall health,” Ms. Levinson said.

http://bits.blogs.nytimes.com/2015/11/17/caeden-a-wearable-tech-start-up-introduces-a-smart-bracelet/?_r=0

From looking at Caedens website their brand identity is extremely modern, sleek and sophisticated. They are trying very hard to make their technology appealing to the consumers who find self image very important.

On a blog post I wrote the other day I spoke about Topshop x Bpay who have also come into the market of wearable technology. Topshop have focused on the contactless payment side of wearable whereas other companies have explored the fitness side of how this tech can help people in their everyday lives.

Personally I feel that the contactless payment side of this technology is a lot more exciting and convenient, I myself would be interested in investing in a piece of wearable that I could pay with. However, the technology for fitness reasons doesn't really appeal to me that much. If I wanted to count my steps I would rather do that on an app on my phone than pay for a bracelet to do it.

I predict that more and more companies will be creating a type of wearable, whether that be fitness, contactless payment or something else, but trying to make it look like something people would actually want to wear, something on trend and not just a gadget. To do this successfully tech brands will most likely team up with fashion retailers to give their product the 'on trend' look.

If I find any more information about brands teaming up for wearable tech I will let you know!

Street Style

It was time for the group to get onto the streets and see what the consumer was wearing and if it matched our trend research.

We tried to look for a number of different trends in the coats we looked for e.g.- camel with fur, camel in a biker style. 

From our street style we found that- 

-Older women seemed to be wearing fur the most, maybe because they have owned the coat for a while, think of it as a classic and wear it season after season. 

-A lot more fur in the stores than on the street. We found it a lot more difficult than we thought it would be to find people wearing fur. However, we did see a lot of fur elements like collars or hems. 

-Camel featured the most. We saw so much camel in a number of different styles whether that be ankle length, a bomber style etc. 

-Tie around waists were very popular, especially in the camel colour. 

-Buttons were main focus on long line coats. We didn't see any zip detail or any other components which were the main focus, 

-Varied lengths, from thigh to ankle length. 

Missguided Underwear

Fast fashion retailers Missguided are expanding their range of category extensions for Autumn Winter 15, which includes lingerie. Misguided were featured on http://www.drapersonline.com and this is what they said:

In mid-September, a new 50-piece collection of nightwear will launch featuring slogan bed T-shirts and loungewear designed for a girl’s night in, as well as a more sexy line of playsuits and robes. Prices will range from £12 for a pyjama shorts set to £25 for a robe.

This will be followed by Missguided’s first lingerie collection, which is set to drop online from mid-October.

“While we’ve been really successful with crop tops and bralets already, these have been mainly for outerwear, so this is our very first lingerie collection and we’re really excited,” Owen told Drapers.

“Lingerie is obviously a perfect fit for us to build on our brand image so you’ll see a really seductive collection designed to be worn in the bedroom and for special occasions, with triangle bras and lots of eyelash lace.”

The launch collection will be 50 pieces, with bras in cup sizes from A-D priced from £12 to £20 and briefs in sizes 4-16, priced from £6 to £10.

I think this new range will be very successful and exciting for a fast fashion brand, which mainly focuses on online sales as their customers will be able to see Missguided as a ‘one stop shop’ for all their fashion needs. Misguided have also included shape wear in this range. 

The tag line for this extension range is 'It’s not what’s on the outside, it’s what’s underneath that counts.' 

Misguided as a brand are using a very sexualised narrative so that their customers relate that to their brand identity, a sexy, fashion forward site where you can find everything you need to stay on trend but that you can afford. 

Retail Analysis

Now we have our three trends fur, camel and long line we need to look in store and online to see which retailers are offering these trends at all the retail levels – value, mass, middle, high.

We then looked at how the 7Ps of the marketing mix are being employed for each example and level of retail? -

1.    Product – what? What is it? Details/ materials etc. Note down details of each product if you do notice variances in style, material etc. Consider who the target customer is for each example you find; the examples might be the same price but are aimed at different customers and could be designed in different ways.

2.    Place – where? In-store and on-line. Is it just on the rails or has it been featured on mannequins or in the window? Where is the store in the city or town? Does this reflect its market level? What does its location add to the product?

3.    Price – how much does it cost? Look for examples from as wide a range of prices as possible. How does the price affect the experience/ the product/ the promotion/ the packaging?? etc etc.

4.    Promotion – how is the product promoted? In-store and on-line? What is the language used? Is it featured in promotional imagery or offers? Observe and photograph how the product is being sold and who this is appealing to. So, is it part of an over-arching trend ‘story’? how is it displayed in the store? What other products is it paired with? (either physically in the store or as part of an outfit with other garments and accessories)

5.    People – who? Customer service, employees, points of contact. Who does the customer see/ interact with? Who else is in the store?

6.    Process – how does the customer acquire the product? What is the ‘journey’?  What is the sales process? On-line and in-store. How does the customer locate, try and buy the product?

7.    Physical evidence -  packaging, publicity, physical forms of communication and branding.

Here is an example slide from our presentation. 

Now we have seen what is popular in stores its time to see what the consumer is buying and wearing on the streets. 

Trend Analysis

As part of my FCP course we have been given the task to look at current trends for AW15. We were given womenswear and decided that our sub category would be outerwear.

After we found out what our category was we split up and over the weekend collected all the research we could about what was in trend for outerwear. We looked on websites such as WGSN to see what they had predicted, looked in fashion magazines to see what they are featuring in their editorials and anything else we could get inspiration from.

In the next seminar we put all of our research together and tried to group the information to see if there were any links between them, such as colour, particular silhouette or materials that were being used.

The three main trends we had grouped together were fur, camel and long line coats.  We then created names or slogans that we thought associated with our trends, the fur trend was called ‘Feel the Fluff’.

Next we are going to see if we can find these trends in retail.

TOPSHOP X BPAY

I received a promotional email this week from Topshop, as I do most days it seems, expecting to be shown all the new looks for the Christmas party season or an array of outerwear, but I was surprised when I saw the subject was 'More reasons to go contactless'.

Topshop have linked up with BPAY to create a new and exciting way to pay with your phone case, key rings, wristbands and stickers.

I am impressed with Topshop as they are obviously trying to keep their brand up to date with new technologies and take their consumers with them. All the prices for the items seem quite reasonable as well, perfect stocking filler?

I will be interested to see whether this takes off and people really start to use accessories to purchase everyday items or if people will see this as a gimmick. Maybe we will start seeing more high street brands try and get technology into their jewellery or even clothing.

Clip In Man Buns...Really?

Man buns, love them or hate them the trend for men to experiment more with their hair is here and this might just be the start!! 

I saw an article on Grazia Daily about how the popular email subscription website Groupon were selling man buns. The Groupon blurb was very tongue and cheek but seeing as over 5000 people have purchased one and the item has a 5 star rating maybe the appeal of an instant style update for men has the same attraction as hair extensions for women, aren't they really the same concept? A quick change of image and you can take them out as quickly as you put them in. 

If you want to read the article itself and see how great the man bun really is here is the link: 

http://www.graziadaily.co.uk/beauty/hair/clip-in-man-buns-sold-on-groupon-20151157538

I then saw another article related on the same website about the 'Man Braid'. Another new style that men can experiment with. Apparently the trend started on Instagram and if you search #ManBraid you can find some serious inspiration for your own locks or a male friend who wants to get in on the new trend. At first I feel people might not be too keen on the idea, but personally I think its great that men are being inspired and encouraged to try new styles and step out of their comfort zones. Women are always being told to mix up their styles and not to be afraid to colour clash or wear that neon fur coat that is 'totally in style this season' so why can't men? 

Again I will leave the link below so you can have a read and don’t forget to have a bit of an insta stalk by using #ManBraid. Who knows what kind of braided creations you will find.

http://www.graziadaily.co.uk/beauty/hair/man-plaits-hair-fashion-trend-man-buns-over-20150953916

Another hashtag to have a look on if you are a fan on the man bun is #manbunsofdisneyland. This particular craze focuses on sharing pictures of handsome men, sporting a man bun, in a Disney park with their children. This might not be your cup of tea, but social media have been going crazy for this. The Manbunsofdisneyland instagram page has over 61 thousand followers. Is it safe to say we haven’t quite got over this trend?

http://www.graziadaily.co.uk/hot-topics/trending/man-buns-of-disneyland-instagram-account-20150851200