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Luxury Fashion Consumer Insights

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?
5.3
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?
5.3
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
Comfortable Couture
High-fashion infant styles get a comfort-focused overhaul
Implications - Parents are looking to outfit their children in high-fashion clothing today more than ever, which is being taken into account by brands with comfortable styles that accommodate finicky infants. Utilizing luxurious materials like cashmere and organic cotton to marry function and form, the styles satisfy parental desire to outfit offspring in fashionable clothing without having to compromise comfort.
Workshop Question
3.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Sneaker Couture
Enhancing the casualness of luxury, brands hype opulent athletic styles
Implications - With the luxury goods market expanding at an exponential rate, consumers are turning to everyday luxury choices like sneakers to express social status. Previously low brow, casual attire from high-end brands is being accepted by consumers as a way to incorporate luxury further and push against cultural norms.
Workshop Question
5.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Grunge Glamorization
Pricey takes on grunge lets consumers take part without sacrificing quality
Implications - The popularity of purposely worn-out fashion is at a high, and to bridge the gap between high-end consumers and the lower-end side of fashion, upscale designers are producing their own takes on this look. This approach allows for consumers to take part in a novel shift without moving too far from their established shopping habits.
Workshop Question
4.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Haute Techcessories
High fashion gadget cases appeal to label-conscious consumers
Implications - Although everyone may have the same tablet or phone, tech consumers know that one area they can differentiate themselves is their gadget cases. Because couture fashion consumers love labels and high-end designer products, meeting the need of this market group is as simple as a designer extending his product line to include tech accessories. From Louis Vuitton to Marc Jacobs, fashion houses are joining in on the techcessories craze.
Workshop Question
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Borrowed Luxury
High-end rentals allow less affluent consumers temporary indulgences
Implications - In 2009, we discovered 'Rental Culture,' in which consumers were renting everything from art to apparel in an effort to save money during the recession. Now, consumers have more discretionary income at their fingertips and are thus going bigger with their rentals. Renting a couture gown or luxury vehicle is less costly than actually purchasing it, which helps to alleviate feelings of buyer's remorse or guilt, and they also allow the less wealthy the chance to reward themselves with some much-deserved indulgence, if only for a day or two.
Workshop Question
2.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Polka Dot Poise
The traditional print is no longer confined to informal, girlish attire
Implications - Polka dots, once reserved for informal, schoolgirl attire on the playground, is getting an haute couture makeover. Designers are incorporating the traditional print into elegant products for menswear, dog clothing, interior design and kitchen accessories. No longer indicative of innocence, polka dots are now more readily used by designers.
Workshop Question
4.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends