Trend relevant images and analysis

To develop a trend one can follow either a scientific approach or an artistic approach. a forecast that includes both research approaches offers variety that appeals to wider audiences. before analyzing the trend first we had to make a mood-board for our chosen brand ASOS.

ASOS, the UK's largest online fashion retailer, aimed at a client base aged between 16-32 years. The Company offers branded and own label products across womenswear and menswear. we will forecast the asos's womenswear trend for Autumn/Winter 2019/20 by identifying the brand dna, customer behavior & the current macro trends around the globe.

asos represents a fashion destination for 16 to 32 years old fashion forward individuals who are keen on shopping online & searching for the latest fashion from a sole source. this is the most successful and popular online fashion brand among millennial since it revenues increased considerably, reaching over 2.42 billion British pounds in the year ending August 31st 2018. (statista, 2018)

Young, Risky, Fun, Fashion forward, Tech savy , Versatile and Trendy these are the core behaviour of a Asos Consumer. In this moodboard we portrayed recent graduated women who are fun & independent , fond of power sports , love binging into online series available in Netflix , Amazon Prime, youtube premium etc . An individual who loves nature photography while hopping on some budget travel destinations.

for analyzing the macro trend we were asked to talk about the current trends based on political scenerio, social influence, food choice, age group , disposable income , hobbies , shopping behaviors etc. identifying the brand & customers profile we came up to a conclusion of 4 macro trends ; backpack travelling, power sport, online series & nature photography .

the trend for asos's womenwear a/w 19/20 is SAINTLY BLAZE (means holy fire )divided by two subtrends SERENITY & ECSTASY.

FOR BOTH OF THE SUB-TREND WE HAD TO DEVELOP INDIVIDUAL COLOR PALETTES , FOR SERENITY WE CHOSE THE ACHROMATIC & COOL COLORS WHICH IS INSPIRED BY backpack travelling & nature photography it drives an inspiration for calmness & atmospheric . on the contrary ecstasy color palette is warm & lively which reflects the fierce and fiery spirit of macro-trends like power workout and online web series like black mirror, stranger things etc.

after analyzing asos's last 5 years collection and our trend themes when it comes to finalize the silhouettes & design details we came across some interesting detailing like UTILITY DRAWSTRING, FAUX SUEDE ,ROLL NECK & oversized patern for serenity,; on the other hand sharp pleats, balloon sleeves, ruched detailing , vintage embellishment for ecstasy .

references:

pinterest board link : https://www.pinterest.com/njmisty/digital-research-journal-asos-womenwear-aw-1920/

Rousso, C. (2012) Fashion Forward:  A Guide to Fashion Forecasting. New York: Bloomsbury Publishing

vijayan, v. (2018). Fifteen million merits. [image] Available at: https://www.deviantart.com/varshavijayan/art/Fifteen-Million-Merits-734894144 [Accessed 29 Dec. 2018].

statista .(2018) .available at: https://www.statista.com/search/?q=most+popular+online+fashion+brand+in+uk&qKat=newSearchFilter&sortMethod=idrelevance&isRegionPref=356&sortMethodMobile=idrelevance&statistics-group=1&statistics=1&forecasts=1&infos=1&topics=1&studies-reports=1&dossiers=1&groupA=1&xmo=1&surveys=1&toplists=1&groupB=1&branchreports=1&countryreports=1&groupC=1&expert-tools=1&dmo=1&cmo=1&mmo=1&accuracy=and&isoregion=0&isocountrySearch=&category=0&interval=0&archive=1 (accessed 1st january 2019)