Trend Analysis and Forecasting
Spotting a macro trend 2021 through trend spotting perspective.
Course offered by: UAL (University of the Arts London),London College of Fashion (Course Website)
Course mentor: Amber Seigel
Course description: Macro trend 2021
Purpose
To predict hence analyze a macro trend that is affecting the post Covid -19 world more profoundly.
First impressions
I have spotted CHERISHED BIOFASHION as a major trend in 2020 post Covid-19 world. It can be seen in peoples' temperament as they are getting aware of the authenticity of the products along with rising inquisitiveness towards what goes behind a product leading to questioning on transparency at every step of a product lifecycle .The push tactics of marketing strategies are falling behind whereas sustainable wrapped in attainable ,sober, real life and "facing the reality with a plan" way of storytelling is shaping the marketing world . By eyeing the above trend I deduce a MACRO TREND BOARD for the year 2020.
How it went
The trend board that I deduce is based upon PESTEL points .They are:
P for POLITICAL: It involves Rana Plaza factory tragedy in 2013 and The Fashion Revolution Week with the #whomademyclothes campaign, which uses social media to sign petition for huge companies for providing supply chain transparency to consumers through application of Higgs Index.
E FOR ECONOMICAL: Brands like TOMS SHOES provide shoes to the underprivilege orphans and poor people for every purchase made by a customer. Likewise several socially awakened and ethically sustainable brands are streamlining the production activities in their demographic area by aggregating the self help group women and artisans thus forming craft clusters in the root level.
S FOR SOCIAL: Organization like Better Cotton Initiative is the largest cotton sustainability program in the world which provides employability to the people in that area and also keeps an eye on the plantation of cotton thus emphasizing on regenerative agriculture. BSCI monitors ethical sourcing too.
T FOR TECHNOLOGICAL: It points out the intelligent and sustainable practices like upcycling of clothes and reselling of unused fabrics using social media along with driving changes by connecting brands with more environment friendly and sustainable manufacturers.
E FOR ENVIRONMENTAL: Designers like Natsai Audrey Chieza founder of Faber Futures, founded a R&D studio that creates biologically inspired materials. TENCEL is also an initiative to provide fabrics made up of biodegradable cellulose. These cellulose fibers are all made in a similar way by dissolving scrap wood pulp generated whilst sustainable foresting and using a special drying process called spinning.
L FOR LEGAL: Organization like SUSTAINBLE CLOTHING APPLAREL PLAN proposes commitment every year aiming to Increase the resale of used garments and footwear and also to increase the share of garments and footwear made from recycled post-consumer textile fibers popularly known as upcycling fashion and many more. The “2020 Circular Fashion System Commitment,” introduced by the Global Fashion Agenda also fulfils the same purpose in the post Covid-19 world.
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