<The Fashion Industry> in Nottingham Trent University, 2023
2024 Spring/Summer Trend Report
I created a Trend Report as a personal project in 'The Fashion Industry' class. I analyzed the fashion industry through a trend-forecasting lens and learned about the socioeconomic factors that impact the broader industry. I had the opportunity to use DESTEP analysis, theory and practice to explain my understanding of the industry and the key trends that challenge the current paradigm of my field or sector. This trend report reflects the results of group research conducted as a prior project and individual research conducted as a secondary project.
This project aimed to dissect and understand the dynamics of trends within the sphere of consumer behaviour, cultural evolution, and their overarching impact on various industries. Through an exploration of trend forecasting principles, this research shed light on the processes by which trends arise, develop, and impact the global scene. By utilising fundamental models like the Triple-Trickle Theory, the Diamond Shaped Trend Model, and the Diffusion of Innovation combined with a thorough STEEP analysis, this project aimed to navigate the uncertain landscape of upcoming social shifts and their effects on consumer behaviour. The identification and investigation of two key trends for 2024—"Indulgent Escapism" as a macro trend and "Rebellious Rave" as a micro trend—that represent an increasing desire for freedom and expression in an uncertain time were the results of this research's the conclusion.
A significant portion of the project was dedicated to conducting a STEEP analysis that examined macro and micro impacts across socio-cultural, technological, economic, ecological and political aspects in 2024. This analysis highlighted the complex interactions between the various factors that shape consumers. It covers behaviour, social values, and business strategy, emphasizing the role of creative expression and technology in responding to global challenges.
Based on STEEP analysis, I identified 'uncertainty' as a key theme and discovered 'Indulgent Escapism’ as a macro trend and 'Rebellious Rave' as a micro trend. This trend reflects consumers' response to unpredictability, characterized by a “Now or Never – Live Now Pay Later” attitude and the pursuit of self-expression and excitement, despite economic downturns and geopolitical tensions.
Trend mapping used hindsight, insight and foresight to further explore the evolution of the ‘Indulgent Escape’ macro trend and the ‘Rebellious Rave’ micro trend. This analysis traces the evolution of this trend from consumer demands for satisfaction and escapes into a movement expressing creativity, freedom, and sustainability.
The project also highlighted key innovators and influencers driving these trends, from Ridley Scott's dystopian aesthetic to Rick Owens' avant-garde fashion and Rave culture's influence on beauty and fashion trends. And, I applied the trends explored directly to the Diffusion of Innovation, the Diamond Shaped Trend Model, and the Triple-Trickle Theory to demonstrate how subcultures can influence mainstream fashion and cultural norms.
Finally, the project reflects the process of translating Spring/Summer 2024 season trends into runway fashion, showing how dystopian and Rave cultural elements were incorporated into the design.
Through this project, I was able to develop and acquire new skills: I honed my ability to critically analyze complex data from multiple sources, synthesizing this information to identify emerging patterns and insights. The project enhanced my skills in forecasting future trends, equipping me with the tools to predict changes in consumer behaviour and market dynamics effectively. Moreover, crafting a compelling narrative around the identified trends required me to develop my communication skills, enabling me to articulate complex ideas in a clear and engaging manner. Navigating the uncertainties of future trends fostered my creative problem-solving abilities, encouraging innovative thinking in addressing potential challenges and opportunities. I developed a multidisciplinary approach to research, integrating knowledge from various fields to construct a holistic view of trend development and its societal implications.
In conclusion, I gained a profound understanding of how trends are identified, analyzed, and forecasted. This included learning the significance of socio-cultural, technological, economic, ecological, and political factors in shaping consumer behaviour and preferences. Also, the project deepened my appreciation for both macro and micro influences on trends, highlighting how global events and individual choices converge to drive societal changes. The exploration of various trend theories provided insights into the lifecycle of trends and their impact across different social groups and industries.
Project Outcome
You can see the learning outcome through this file.