1 SEPTEMBER 6, 2016 DEBORAH WEINSWIG, MANAGING DIRECTOR, FUNG GLOBAL RETAIL & TECHNOLOGY [email protected] US: 917.655.6790 HK: 852.6119.1779 CN: 86.186.1420.3016 Copyright © 2016 The Fung Group. All rights reserved. US Back-to-School Report #4: Top Trends for 2016 1. There has been much debate over the athleisure trend and its sustainability. We think athleisure is not on its way out, but rather that it is adopting a new, less-recognizable look that still maintains the trend’s functionality and comfort—and that it will play a big part in this year’s back-to-school season. Classic athleticwear from the 90s is making a comeback and boosting athleisure. Adidas and Reebok are dedicating entire marketing campaigns for their Adidas Originals and Reebok Classic brands, respectively. 2. Known for its functionality and versatility, denim is one of this year’s biggest back-to-school trends; jeans and denim jackets are everywhere. Retailers have incorporated flexible and stretchable fabrics into denim to maintain comfort and wearability, and have noted a strong response. Pins, patches and embellishments are all trending, giving classic denim a revival with a new style. The 70s are back, too, in the form of flared jeans and Birkenstocks. 3. Sneakers, particularly those that are hard to find or are released in small batches, are a key part of every outfit, it seems. Paired with everything from dresses to athleticwear, sneakers are driving a trend that is in line with Gen Z’s strong desire for both comfort and originality. 4. YouTube stars have a good deal of clout in dictating back-to-school trends this year. 5. We expect these trends to continue to be relevant into the upcoming holiday season. DEBORAH WEINSWIG, MANAGING DIRECTOR, FUNG GLOBAL RETAIL & TECHNOLOGY [email protected] US: 917.655.6790 HK: 852.6119.1779 CN: 86.186.1420.3016 Copyright © 2016 The Fung Group. All rights reserved.
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1
SEPTEMBER6,2016
DEBORAHWEINSWIG,MANAGINGDIRECTOR,FUNGGLOBALRETAIL&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2016TheFungGroup.Allrightsreserved.
SEPTEMBER 1, 2016
US Back-to-School Report #4: Top Trends for 2016
1. Therehasbeenmuchdebateovertheathleisuretrendanditssustainability.Wethinkathleisureisnotonitswayout,butratherthatitisadoptinganew,less-recognizablelookthatstillmaintainsthetrend’sfunctionalityandcomfort—andthatitwillplayabigpartinthisyear’sback-to-schoolseason.Classic
athleticwearfromthe90sismakingacomebackandboostingathleisure.AdidasandReebokarededicatingentiremarketingcampaignsfortheirAdidasOriginalsandReebokClassicbrands,respectively.
2. Knownforitsfunctionalityandversatility,denimisoneofthisyear’sbiggestback-to-schooltrends;jeansanddenimjacketsareeverywhere.Retailershaveincorporatedflexibleandstretchablefabricsintodenimtomaintaincomfortandwearability,andhavenotedastrongresponse.Pins,patchesandembellishmentsarealltrending,givingclassicdenimarevivalwithanewstyle.The70sareback,too,intheformofflared
jeansandBirkenstocks.
3. Sneakers,particularlythosethatarehardtofindorarereleasedinsmallbatches,areakeypartofeveryoutfit,itseems.Pairedwitheverythingfromdressestoathleticwear,sneakersaredrivingatrendthatisin
linewithGenZ’sstrongdesireforbothcomfortandoriginality.
4. YouTubestarshaveagooddealofcloutindictatingback-to-schooltrendsthisyear.
5. Weexpectthesetrendstocontinuetoberelevantintotheupcomingholidayseason.
DEBORAHWEINSWIG,MANAGINGDIRECTOR,FUNGGLOBALRETAIL&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2016TheFungGroup.Allrightsreserved.
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SEPTEMBER6,2016
DEBORAHWEINSWIG,MANAGINGDIRECTOR,FUNGGLOBALRETAIL&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2016TheFungGroup.Allrightsreserved.
US Back-to-School Report #4: Top Trends for 2016 According to Trendalytics, a merchandise intelligence platform trackingtrends,searchesfor“backtoschool”accelerateinJulyandpeakinAugust.Such searches are up from last year: the week of July 10, 2016, Googlesearchesfor“backtoschool”wereup37.5%comparedtothesameweekin2015.Thisyear’smust-havetrendsforschoolrangefrombomberjacketsto sneakers, denim to athleticwear, and embellished backpacks to do-it-yourself(DIY)schoolsupplies.
Themajorityofpeopleheadingbacktoschool this fallareGenZers,whoplaceagooddealof importanceontheirappearancesandtheirability tostandoutfromthecrowd.Thelatestfashiontrendsallowforablastfromthepast—intheformofvintageT-shirts,athleticwearandsneakers—tobepersonalizedwithpatches, fringeandpins thatsuit the individual styleofthe2016GenZer.
AthleisureIsChangingShape
Whilemanyreportsaresayingtheathleisuretrendmaybeonitswayout,webelieveitissimplychangingshape.Whatistrendingnowisadifferentversionofathleisure,onethatstillcarriesthesameessenceofwhatmadethe trend sopopular in the firstplace—comfort andversatility.Merriam-Webster defines athleisure as “casual clothing designed to be worn forbothexercisingandforgeneraluse.”Accordingtothisdefinition,athleisureisstillontrend,asevidencedbytheclothingbeingreleasedbystreetwearandsportswearbrands.
Streetwear brands are often expensive, and produced in only limitedquantities. Thus, many fast-fashion brands are working create similarstyles.
L:PublicSchoolsweatshirtdress,$695.R:Forever21version,$22.90.Source:Companywebsites
Whilemanyreportsaresayingtheathleisuretrendmaybeonitswayout,webelieveitissimplychangingshape.
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SEPTEMBER6,2016
DEBORAHWEINSWIG,MANAGINGDIRECTOR,FUNGGLOBALRETAIL&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2016TheFungGroup.Allrightsreserved.
The athleisure trendhas also evolved. The look is nowmore refined andless similar to traditional athleticwear, but the clothing stillmaintains itsmultifunctionalpurpose.
L:Kenzosweatshirt,$228.R:Dieselsweatshirt,$120.Source:Companywebsites
Authentic sportswear is also comingback into the spotlight, according toresearch firm Stylus, with brands such as Reebok, Adidas and FUBUbringingbackclassicitemsthatdefinethecoreoftheirbrands.
Source:Twitter,@adidasoriginals
Theathleisuretrendisnowmorerefinedandlesssimilartotraditionalathleticwear,buttheclothingstillmaintainsitsmultifunctionalpurpose.
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SEPTEMBER6,2016
DEBORAHWEINSWIG,MANAGINGDIRECTOR,FUNGGLOBALRETAIL&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2016TheFungGroup.Allrightsreserved.
DenimStrengthensAgain,AfterLeggingsTrendCools
Denim and jeans are always staples for back to school, but this season,denimisoneofthemainpointsofinterestforatrendyoutfit.Skinnyjeansarenowamature trend,according toTrendalytics, and Internet searchesforthemaredown1%comparedtolastyear.Comparatively,searchesforflaredjeanshavespikedby20%comparedto lastyear.Evenmoretrendythisseasonarecroppedflaredjeans;onlinesearchesfortheseareup278%comparedtolastyear,andthetrendisbuzzingonsocialmedia.
Source:Instagram,@paige
Denimjacketsarealsotrendingthisseason,withonlinesearchesforthemup 31% compared to last year. Particularly trendy are theways inwhichdenim jackets can be personalized with pins, patches and customembroidery.Thesedenimstaplesarebeingpairedwithevenmoredenim,asdenimshirtsanddressesarealsoverypopularthisseason.
Source:Instagram,@urbanoutfitters
Skinnyjeansarenowamaturetrend,accordingtoTrendalytics,andInternetsearchesforthemaredown1%comparedtolastyear.
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SEPTEMBER6,2016
DEBORAHWEINSWIG,MANAGINGDIRECTOR,FUNGGLOBALRETAIL&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2016TheFungGroup.Allrightsreserved.
In line with our opinion that athleisure is here to stay, retailers such asAmericanEagleOutfittershavehighlightedtheireffortstoadoptfabricstogivedenimnewlifewithintheathleisuretrend.AmericanEaglesaidthatitsawdenimoutperformknittopsandaccessoriesinthesecondquarter.Thecompany’s back-to-school and fall collections include an expansion of itssignature Denim X and Flex jeans, which are said to offer “360-degreestretch.”AmericanEaglenoted in its second-quarterearnings call that itsbottomsbusinesswasstrongerthanever.
Abercrombie & Fitch launched a campaign based solely on denim thisquarter, called “The Blues,” and the company also integrated “Epic Flex”materials into itsHollisterbrand jeans for a stretchier,more comfortablefit. The company launched an additional campaign for back-to-schoolcenteredonitsnewEpicFlexjeans.
Gap Inc., inspired by the success of its Athleta brand, introduced stretchfabricacrossall threeof itsmainbanners (BananaRepublic,GapandOldNavy),referringtothemoveas“adirectliftfromtheactivespace.”
BomberJacketsaHotItem
One of fall’s biggest trends is the bomber jacket. Originally created formilitary pilots, bomber jackets recently gainedmainstream cultural cloutafter they were featured on runways by Raf Simons, Helmut Lang andVetements and were then quickly adopted by celebrities such as KanyeWestandRihanna.
Trendalytics says that, based on social media buzz and online searchpatterns over the past six months, bomber jackets are a growing trend.Online searches for the jackets areup148%compared to last year. Fast-fashion companies H&M, Topshop and Forever 21 now offer affordableversionsthataredestinedtobesomeoffall’smostpopularitems.
Source:Instagram,@forever21
Onlinesearchesforbomberjacketsareup148%comparedtolastyear.
6
SEPTEMBER6,2016
DEBORAHWEINSWIG,MANAGINGDIRECTOR,FUNGGLOBALRETAIL&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2016TheFungGroup.Allrightsreserved.
BackpacksEvolve
Whilebackpackshavealwaysbeenaback-to-school staple, theyarenowconsidered to be a growing trend, according to Trendalytics. Onlinesearches for backpacks are up 15% compared to last year, as fashionbrands and socialmedia influencers have been sporting themoutside ofschoolinleather,satin,velvetandembellishedversions.
Source:Instagram,@haileybaldwin
Source:Instagram,@zara
According to Google Shopping Data for the US from June–July 20, thefollowingarethemust-havebackpackbrandsforthisseason:
1. PINK
2. Sprayground
3. Kavu
Onlinesearchesforbackpacksareup15%comparedtolastyear.
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SEPTEMBER6,2016
DEBORAHWEINSWIG,MANAGINGDIRECTOR,FUNGGLOBALRETAIL&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2016TheFungGroup.Allrightsreserved.
4. FjällrävenKånken
5. Pokémon
Searches for PINKbrandbackpacks spiked1,000% this year compared to2015.
Source:Instagram,@vspink
WhilenotinGoogle’stopfivelist,whatareknownas“cartoon”backpacksareoneofthenewesttrends.AccessorybrandJumpFromPapercreatedalineofcanvasbackpacksthatappeartobetwo-dimensional,althoughtheyarefullyfunctional.
Source:Jumpfrompaper.com
SearchesforPINKbrandbackpacksspiked1,000%thisyearcomparedto2015.
8
SEPTEMBER6,2016
DEBORAHWEINSWIG,MANAGINGDIRECTOR,FUNGGLOBALRETAIL&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2016TheFungGroup.Allrightsreserved.
70sStylesandAthleisureTopTrendsinShoes
AccordingtoGooglesearchesthisyear,Birkenstocksarethetopchoiceinfootwear,andtheyhavebeenoneofthemostpopularshoebrandsforthepast three years; interest in the brand is up 46% year over year. Thesandalshavebecomesopopular that thecompany is reportedlygoingtostopsellingmerchandisethroughAmazonduetotheexorbitantamountofcounterfeitsthataresoldonthewebsite.Thecompanywillnotauthorizethird-partyretailerstosellBirkenstocksonAmazon,either.
AccordingtoGoogleShoppingDatafortheUSfromJune–July20,themust-haveshoebrandsfortheupcomingschoolyearare:
1. Birkenstock
2. NikeJordan
3. Chaco
4. UnderArmourCurry
5. AdidasYeezyBoost
The internationalmarket for sneakers is currentlybooming; sales totaled$17.2 billion in 2015 and grew by 8% year over year, according toSportsOneSource.Itisnosurprisethatsomeofthemostcovetedback-to-school items are this year’s most exclusive sneakers, which include theNikeJordanandAdidasYeezyBoost.
Source:Highsnobiety.com
YouTubeStarsMoreInfluentialinDrivingTrends
Viewing time for back-to-school-related YouTube videos is up more than70% year over year. YouTube stars such as Eva Gutowski, who publishesunder “MyLifeAsEva,” are promoting the newest and best back-to-schooltrends,particularlyDIYtrendsthatallowstudentstoaddpersonaltwiststowhat otherwisemight bemundane shool supplies,while savingmoney atthesametime.Gutowski’s“SchoolSuppliesHaul2016”videohasgarneredmorethan3millionviewsatthetimeofwriting.
Theinternationalmarketforsneakersiscurrentlybooming;salestotaled$17.2billionin2015andgrewby8%yearoveryear,accordingtoSportsOneSource.
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SEPTEMBER6,2016
DEBORAHWEINSWIG,MANAGINGDIRECTOR,FUNGGLOBALRETAIL&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2016TheFungGroup.Allrightsreserved.
Source:YouTube
BrandsarealsotakingnoteofthesetrendsandmakingtheirownDIYvideosfor the back-to-school season. Target channeled college stylist JordanO’Brientogiveviewersideasonhowtospiceuptheirdormrooms.Atthetimeofwriting,O’Brien’sTargetvideohadmorethan1.3millionviews.
Source:YouTube
Thisback-to-schoolseason,weexpecttoseeanumberofthrowbackstyles,withodes to the70sand90spairedwithpersonalized touches thatmakethelooksrelevanttoday.Retailersareofferingawidearrayofitemstocaterto current trends that focus on individuality, comfort and versatility. Wethink these trends will continue throughout the holiday season and intonextyear.
Thisback-to-schoolseason,weexpecttoseeanumberofthrowbackstyles,withodestothe70sand90spairedwithpersonalizedtouchesthatmakethelooksrelevanttoday.
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SEPTEMBER6,2016
DEBORAHWEINSWIG,MANAGINGDIRECTOR,FUNGGLOBALRETAIL&[email protected]:917.655.6790HK:852.6119.1779CN:86.186.1420.3016Copyright©2016TheFungGroup.Allrightsreserved.
DeborahWeinswig,CPAManagingDirectorFungGlobalRetail&TechnologyNewYork:917.655.6790HongKong:852.6119.1779China:[email protected]
RachaelDimitResearchAssociateHONGKONG:8thFloor,LiFungTower888CheungShaWanRoad,KowloonHongKongTel:85223004406NEWYORK:1359Broadway,9thFloorNewYork,NY10018Tel:6468397017LONDON:242–246MaryleboneRoadLondon,NW16JQUnitedKingdomTel:44(0)2076168988
FUNGGLOBALRETAILTECH.COM
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