From researching current trends across the clothing and footwear market for autumn / winter 2011 and spring / summer 2011, there appears to be two prominent trends arising:
The first, is heritage inspired styling involving a colour scheme of warm autumnal reds, forest greens, navy and coffee bean browns. This trend incorporates materials such as tweed, silk, fur and paisley patterns. The heritage trend has been highlighted by the Topman show at London Fashion week and the Boxfresh trend report.
The additional prominent trend is the trend of bright colours. This seems to be mostly showing within the footwear market and has been highlighted by designers such as Bottega Veneta and Tods. In addition, this was the most obvious trend seen in Berlin. The key colours appear to be bright, fluroscent orange, green, yellow and blue.
This trend analysis has helped to highlight two clear ways in which trends could be used to target our fashion concious, younger, lifestyle consumer. We could use the colour trend and appeal to the bright, young, fun, fashionable younger market and link the idea of colour into our campaign. Or, on the other hand it would be possible to link our campaign to the idea of heritage. This would also tie in consistently with the current values New Balance try to portray- heritage and tradition.
Lauren Wood
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