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Luxury Fashion Consumer Insights

Latex Boom
The luxury fashion industry is embracing latex as a primary material in new collections
Trend - Brands in luxury fashion are increasingly experimenting with latex, which is giving an edge to their bespoke collections. The popularity of the material can be traced to its association with rebellion, deviance, and fetish, as well as to the sustainability in harvesting natural latex.

Insight - Millennial and Gen Z consumers have always placed a strong emphasis on their appearances and a big reason for that is their continuous presence and dependence on social media platforms. As a result, many are on the lookout for aesthetic-forward pieces and experiences that can help them feel not only more confident in their self-expression but also more interesting in the eyes of their peers and followers.
Workshop Question - How can your brand boost the confidence of your consumers?
8.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Garden Luxe
Gardening tools and accessories are elevated through fashion and style
Trend - Brands—including haute couture fashion labels—are catering to the style-minded consumer with elevated outdoor gardening essentials. These offerings offer both functionality and an aesthetic-forward experience.

Insight - During the COVID-19 pandemic, many consumers are embracing different hobbies and are also looking to improve themselves or their home, creating a demand for products and services that will enable them to do so. In this space, many contemporary consumers, regardless of age, are emphasizing style and aesthetic-driven experiences for their power to allow individuals to feel more confident, as well as motivated and excited to use the products.
Workshop Question - How can your brand elevate a consumer hobby?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Cinematic Luxury
Luxury fashion houses are approaching marketing through the art of film
Trend - Some luxury fashion brands are exploring marketing tactics in creative and engaging ways, especially through the film. These brands are leveraging their platforms to bring awareness to social issues through creative visual narratives.

Insight - Consumers are exposed to branded content on a daily basis, leading them to have a short attention span when it comes to many marketing tactics. Their attention tends to gravitate towards engaging visuals that tell a story they can relate to. As a result, they are more drawn to advertisements that reflect their reality in ways that provoke thought, conversation, and meaning.
Workshop Question - How can your brand create a narrative to connect with consumers?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
At-Home Editorial
Photoshoots at home are being prioritized by brands in the fashion industry
Trend - Many fashion brands and magazines are continuing their operations during the COVID-19 pandemic with creative photoshoots that are staged at home. This venture, which is heavy on the DIY aesthetic, depicts models and even employees of the label or magazine in their personal quarters.

Insight - The economic restrictions that were imposed by many governments during the COVID-19 outbreak are putting a halt to the operation of businesses across industries. Still in full effect in some countries, consumers are eager to experience a sense of normalcy by seeking out ways to engage with activities and content that were previously available to them pre-pandemic. This does not only afford individuals some comfort, but also serves as a form of entertainment and connection.
Workshop Question - Conceptualize an at-home campaign that will work for your brand.
7.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Autonomous Couture
Designers introduce robotic elements with functional aspects to their lines
Trend - Many designers are taking advantage of the progression of the technological age as they introduce robotic components to their fashion lines. From artificial intelligence to coding, the smart garments boast responsive or assistive features that elevate the piece beyond the constraints of aesthetic.

Insight - Captivated by curiosity, consumers are interested in what technology can offer the fashion industry. As garments are an extension of the self, consumers look for dynamic and autonomous features that can make the expression of identity through fashion a more immersive and captivating experience. Thus, they feel more confident as they are on the cutting-edge of the tech and fashion fusion, but also more understood as they can communicate something extra via the movement of their outfit.
Workshop Question - How can technology help your product allow consumers to better express themselves?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Designer Contraception
Fashion brands promote safe sex with novelty condom-inspired offerings
Trend - Haute couture labels and celebrities are entering unlikely territory, producing branded contraceptives and collections that are inspired by the notion of safe sex. Whether it's through condoms or condom-inspired apparel, the launches instill a sense of curiosity in consumers.

Insight - Social media enables the curation of personal brands and many consumers attempt to introduce all facets of their personality through online platforms. Motivated in part by synchronizing physical and digital lifestyles, this move allows for users to be authentically themselves in both worlds. As sexuality is an inherent component of many consumers' personal brands, the topic is finding its place on social media. Novelty items that reference sexuality are perceived as tools of liberation that are shareable and get the point across.
Workshop Question - How can your brand align with the message of safe sex?
6.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bespoke Accessorized
Consumers are tempted with ultra-luxurious customization services
Implications - Ultra-luxurious bespoke services seek to tempt the luxury consumer in search of hyper-customized services. In what can be seen as an extension of exclusivity marketing and hyper-personalization, bespoke accessories offer an intimate curation process for consumers left dissatisfied by traditional luxury offerings.
Workshop Question - How does curation and personalization fit in with your most luxurious products?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Galactic Couture
Fashion brands adopt interstellar references for mass pop cultural appeal
Implications - Recognizing the cult following behind sci-fi movies and TV shows, fashion brands are turning to galactic design to extend market appeal. By referencing otherworldly themes and space-age styles, brands are capitalizing on the popularity of futuristic aesthetics to not only add visual allure, but also connect with buyers in a more contemporary way.
Workshop Question - How can you tweak your product or experience to reflect the outside interests of your customer base?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Couture Hacking
The ubiquitous nature of designer goods becomes a marketing tool for artists
Implications - As the luxury becomes ubiquitous, artists and imitators are reinterpreting trademarks as a way to feed off of pre-established infamy and appeal to consumers unable to afford such products. Legal issues surrounding trademark and intellectual property have become skewed in the Internet age and the web has also given rise to a culture of remix. Brands who embrace crowd-created expressions of their logos and iconography, will appeal and connect to digital natives more that than brands who choose to staunchly protect the proliferation of their labels.
Workshop Question -
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
3D Printed Clothing
Demand for fast fashion gives rise to printed wares for quick distribution
Implications - The fast fashion market has quick turnarounds to saturate the market in the latest wares in mere days, but as the globalization of clothing continues, so does the quest to deliver goods even faster. 3D printing has left few areas of production untouched and is being adopted by the fashion industry as a means to digitally send products as opposed to shipping. As online shopping takes more focus off of physical retailers, garment printing is evolving to be a staple process that could enter consumer homes sooner than anticipated for a 'purchase and print' style of shopping.
Workshop Question -
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends