Laura Robertson 200775717 Trend Folio
Laura Robertson
200775717
Trend Folio
2
Contents
Contents, 2
Introduction, 3
2012: Digi-florals, 4
2013: Feminine florals, 5
2014: 3D florals, 6
2015: Camouflage florals, 7
Adapting to Different Market Levels, 8
Conclusion, 9
Bibliogrpahy, 10, 11, 12, 13, 14, 15, 16, 17, 18
Figure References, 19, 20, 21, 22, 23
Appendix, 24, 25, 26, 27, 28, 29
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3
Introduction
Every year, one can rely on a full floral fantasy aiding a smooth
transition between seasons, and although the floral trend will
forever be considered the embodiment of Spring and Summer,
it never gets old.
After extensive research, one can witness the growth and
evolvement of florals between 2012 and predictions for 2015;
how it has developed and adapted to present affairs.
The expansion of florals each year is influenced not only by the
fashion industry, but also by surrounding factors such as
politics; economics; social behaviour; technology; the
environment, and legal events. In order to fully understand
how each of these factors potentially affected florals in 2012,
2013 and 2014, I created a PESTEL analysis, and upon
examination and research, have discovered which elements
impacted Spring/Summer florals in each of these years
(see appendix).
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4
2012: Digi-florals
Upon analysing the PESTEL analysis, one is made aware of
which events influenced the trends of Spring/Summer 2012.
Spring/Summer 2012 saw the rise of futuristic and digital floral
designs, heavily influenced by the exploration of space
(Futuretimeline. 2012) and the ease of access designer’s had to
computer printing on fabric (Mckie, A. 2012).
Haute Couture and high-street retailers promoted extreme
layers with clashing digital prints (Bonser, S. 2012) in metallic
and vivid shades (Harvey, F. 2012).
The Queen’s Diamond Jubilee further encouraged this trend
with bright royal colours such as blood orange, yellow and
blue, which became the height of fashion (Davies, C. 2012).
Royal stigma influenced the season’s fabrics; silk organza; silk
chiffon and sheen fabrics (Jones, D. 2012), were notable mate-
rials used throughout all garment styles, often featuring de-
tailed embroidery (Harpers Bazaar. 2012).
These bright and recognisable prints were also a way of
cheering up society as a result of the harsh economic climate
(Mckie, A. 2012).
—————————————————————————————————
5
2013: Feminine Florals
Similarly to 2012, 2013 presented society with a range of
global events, of which some consequently impacted the
fashion industry.
In Spring/Summer 2013, a much needed return to
all-things-delicate arose, embracing feminine styles in align
with garden blooms, (ELLE. 2013); this was heavily influenced
by the rise of Kate Middleton’s British image, upon the birth of
Prince George, (BBC News. 2013).
Both designers and high street retailers embraced pastel hues
as well as vibrant shades such as lilac; sea green; light blue;
pink and peace, inevitably covering ultra-feminine silhouettes.
As a result of the UK emerging out of the double dip recession,
materials such as linen, silk jersey and polyester crepe became
more affordable, meaning that these fabrics were heavily used,
(ELLE. 2013).
—————————————————————————————————
6
2014: 3D Florals
Spring/Summer 2014 witnessed the rise of 3D floral designs,
reflecting the symbol of summer and femininity, heavily
influenced by our ever expanding technological world—both
the ‘Google Glass’ and iPhone 6 were launched that year,
Futuretimeline. 2014).
Companies encouraged the look that ‘less was no longer
more’, presenting consumers with vibrant 3D prints and
themes, often in pink, green, blue and yellow, featuring
photographic designs of roses; appliqué leaves, and daisy-like
embroidery, bringing blooms to life.
Being named Europe’s most prosperous economy, UK
designers used modernistic and bold fabrics such as crochet,
lace, chiffon and organza, often featuring monochrome
white-paper-like flower cut-outs on a range of apparel such as
sheer jackets, sweatshirts and dresses (Marie Claire. 2014).
—————————————————————————————————
7
2015: Camouflage Florals
In 2015, Spring/Summer florals are set to emphasise abstract
camouflage floral forms, simplified and arranged into tropical
styles, dedicated to the notion of freedom of expression and
nature.
Camouflage prints are often associated with earthy greens
and browns, however due to influences of expression; many
designers are diving in deep and combining floral
camouflage-prints, with palettes of bold greens, contrasted
by the calm hues of cream, purple and blue.
Collections presented on the catwalk this year for S/S 2015,
appear to reflect effortlessly relaxed, yet tailored silhouettes,
complimented by materials such as embellished soft silk,
cotton, sheer fabrics, and washed detailed patterns.
—————————————————————————————————
8
Adapting to different
market levels
Similar to every other year, 2015’s camouflage florals will be
adapted by all three levels of the market in order to target
their market. Adaptation involves the differing use of
material, style and price.
EXAMPLE: Camouflage floral top
At a luxury level, this top will be made by trained luxury
craftsman in little quantity using luxury fabrics such as silk.
Hand–embroidered details will be a large feature,
consequently increasing the price of the product.
At a mid-market level, this top will be mass produced in
factories abroad in order to maintain a low price for the
consumers. The top will be made from mid-market fabrics
such as polyester, featuring printed camouflage designs
using easily accessible computer technology.
At a low-market level, this top will be mass produced in
factories abroad in order to keep the price as low as possible.
The top will be made from some of the cheapest materials
available such as cotton, featuring camouflage colours, with
minimal detail.
—————————————————————————————————
9
Conclusion
Trends forecasting is a vital tool in aiding designers and brands
to produce the correct garments for each season.
It is important to note that it is not just the decisions of fashion
forecasters and designers as to which trend is ‘in’ one season;
our surroundings continually shape trends, providing the
consumer with annual variants of one particular style, building
and adapting to the consumer’s lifestyle.
The floral trend has been a solid example of this, consequently
offering the consumer with annual varied styles.
738 words
10
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Figure references
20
Trend board 2012: Digi Florals
Figure 1: VOGUE. 2014. Woman on catwalk. [Online]. [Accessed 28th
November 2014]. Available from: http://www.vogue.com/
slideshow/859228/blumarine-spring-2012-runway/#14
Figure 2: Walls4Joy. 2012. Stars. [Online]. [Accessed 28th November
2014]. Available from: http://walls4joy.com/wallpaper/295714-outer-
space-stars
Figure 3: Makenzie. 2013. Digital fabric printing machine. [Online].
[Accessed 28th November 2014]. Available form: http://
makezine.com/craft/how-to_print_on_fabric_with_an/
Figure 4: Pinterest. 2014. Embellishment. [Online]. [Accessed 28th No-
vember 2014]. Available from: http://www.pinterest.com/
pin/247346204509806252/
Figure 5: VOGUE. 2014. Woman on catwalk. [Online]. [Accessed 28th
November 2014]. Available from: http://www.vogue.com/
slideshow/859228/blumarine-spring-2012-runway/#14
Figure 6: Wikipedia. 2014. Blue colour. [Online]. [Accessed 28th No-
vember 2014]. http://en.wikipedia.org/wiki/Blue
Figure 7: Wikipedia. 2014. Yellow colour. [Online]. [Accessed 28th No-
vember 2014]. Available from: http://en.wikipedia.org/wiki/Yellow
Figure 8: HOUZZ. 2013. Satin material. [Online]. [Accessed 28th No-
vember 2014]. Available from: http://www.houzz.com/
photos/4186289/Sheer-Pixel-Outdoor-Fabric-traditional-outdoor-
fabric
Figure 9: Pinterest. 2014. Digi floral design. [Online]. [Accessed 28th
November 2014]. Available from: http://www.pinterest.com/
pin/437623288761749349/
21
Trend board 2013: Feminine Florals
Figure 1: VOGUE. 2014. Detailed dress. [Online]. [Accessed 27th No-
vember 2014]. Available from: http://www.vogue.com/
slideshow/858212/marchesa-spring-2014-runway/#27
Figure 2: Tumblr. 2014. Field of flowers. [Online]. [Accessed 27th No-
vember 2014. Available from: https://www.tumblr.com/search/pink%
20flower%20field
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[Accessed 27th November 2014]. Available from: http://
kentonmagazine.com/erdem-spring-2013/
Figure 4: HOUZZ. 2013. Silk jersey material. [Online]. [Accessed 27th
November 2014]. Available from: http://www.houzz.com/
photos/4186289/Sheer-Pixel-Outdoor-Fabric-traditional-outdoor-
fabric
Figure 5: Wikipedia. 2014. Pink colour. [Online]. [Accessed 27th No-
vember 2014]. Available from: http://en.wikipedia.org/wiki/Pink
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vember 2014]. Available from: http://jcrew.tumblr.com/
post/40208876960/whats-in-a-hue
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foodanddrinknews/11072725/Back-off-dieters-afternoon-tea-should
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27th November 2014]. Available from: http://www.pinterest.com/
pin/412783122070951749/
22
Trend board 2014: 3D Florals
Figure 1: VOGUE. 2014. Woman on catwalk. [Online]. [Accessed 26th
November 2014]. Available from: http://www.vogue.co.uk/fashion/
spring-summer-2014/ready-to-wear/dolce-and-gabbana/full-length
-photos/gallery/1046819
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[Accessed 26th November 2014]. Available from: http://
www.thelittlebazaar.com/item/2754/
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[Accessed 26th November 2014]. Available from: http://
www.businessoffashion.com/2012/10/op-ed-the-problem-with-most
-fashion-tech-startups.html
Figure 4: Wikipedia. 2014. Blue colour. [Online]. [Accessed 26th No-
vember 2014]. Available from: http://en.wikipedia.org/wiki/Blue
Figure 5: Wikipedia. 2014. Green colour. [Online]. [Accessed 26th No-
vember 2014. Available from: http://en.wikipedia.org/wiki/Green
Figure 6: Pinterest. 2014. 3D pink roses. [Online]. [Accessed 26th No-
vember 2014]. Available from: http://www.pinterest.com/
pin/444308319461480329/
Figure 7: Pinterest. 2014. Beaded embellishment. [Online]. [Accessed
26th November 2014]. Available from: http://www.pinterest.com/
pin/366902700866830011/
Figure 8: Pinterest. 20143. 3D blue dress on catwalk. [Online].
[Accessed 26th November 2014]. Available from: http://
www.pinterest.com/pin/218072806928688825/
23
Trend board 2015: Camouflage Florals
Figure 1: VOGUE. 2014. Woman on catwalk. [Online]. [Accessed 27th
November 2014]. Available from: http://www.vogue.co.uk/fashion/
spring-summer-2015/ready-to-wear/maxmara/full-length-photos/
gallery/1248888
Figure 2: HOUZZ. 2013. Satin material. [Online]. [Accessed 27th No-
vember 2014]. Available from: http://www.houzz.com/
photos/4186289/Sheer-Pixel-Outdoor-Fabric-traditional-outdoor-
fabric
Figure 3: WGSN. 2014. Woman on catwalk. [Online]. [Accessed 27th
November 2014]. Available from: http://0-
www.wgsn.com.wam.leeds.ac.uk/search/search.php#{%22start%22%
3A%200%2C%20%22limit%22%3A%2050%2C%20%22initial%22%
3A%20true%2C%20%22f_limit%22%3A%205%2C%20%22q%22%
3A%20%222015%20camouflage%20floral%22%2C%20%22facets[]%
22%3A%20[]}
Figure 4: Wikipedia. 2014. Purple colour. [Online]. [Accessed 26th No-
vember 2014]. Available from: http://en.wikipedia.org/wiki/Purple
Figure 5: Wikipedia. 2014. Green colour. [Online]. [Accessed 26th No-
vember 2014]. Available from: http://en.wikipedia.org/wiki/Green
Figure 6: Lima Family Farms. 2012. Autumn leaves. [Online. [Accessed
25th November 2014]. Available from: http://limafamilyfarms.com/
tag/autumn/
Figure 7: Miscellaneous. 2014. Tree. [Online. [Accessed 25th Novem-
ber 2014]. Available from: http://allimckee.com/miscellaneous/the-
tree-of-inner-strength
Figure 8: Pattern People. 2014. Camouflage floral print. [Online].
[Accessed 25h November 2014]. Available from: http://
www.patternpeople.com/camo-floral/
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PESTEL Analysis Table
Appendix
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