AW15 MATERIAL TRENDS

Following on from last weeks post about AW15 outwear trends- For the past week or so, I have been researching alongside my group into material, key pieces and pattern trends. The PowerPoint presentation we had to create had to include information about market levels (Value- Primark/F&F etc, Mass-Topshop, Zara, New Look etc, Middle- Reiss, Whistles etc and High-luxury brands such as Tom Ford and YSL) as well as looking at the '7 Ps'. The 7 P's is something that we refer to on our course: They mean product, price, promotion, place, process, people and physical evidence. I chose to look into the material trends. Below are some screenshots of the work I did for the PowerPoint-

This is a slide reiterating the key trend categories-

This slide talks about where we found inspiration and how we noticed the trend-

This slide is full of examples online at middle and mass market level. 

The first store that we went into to find examples of fur was Primark. This is a value market level, alongside the other store we went into, Select. Underneath shows our findings using the 7 P's-

These are examples of the clothing at a middle market level

When going into a middle market level store, such as Reiss, we only found one example of the fur coat. It appears that it is much more popular online, compared to in store. 

Shearling is another key trend. Here, we can see examples of a shearing texture at high, middle and mass market levels. 

In store, this trend translated at a value market level also. 

At mass market level also, there were examples of this trend. They were all similar in colour, yet varied in styles depending on the store.

I found doing the task and putting together the PowerPoint really fun. It was interesting to see how the different market levels portray the garments and trends online and in store. I found that for fur, all of the market levels had at least one item of fur instore and more online. This suggests that this trend is popular at all levels and is available to everybody. Whereas with shearling, there was more available online with high-end retailers such as Acne. In stores, it was much harder to find this exact material, yet instead it was more a variation of shearling at both value and mass levels.. At middle market, we didn't find any shearling material coats in store at all. This shows how the demand for this trend is not as high as others, and is only something that would be available online, instead of in store.