Category
Lifestyle
Assisted Choices
Trend cluster
Category
Animated
Editorial
Fashion brands are debuting their collections in fully digitized lookbooks.
5.4
Trend score
Trend
What is the Animated Editorial trend?
Animated Editorial: Fashion brands are changing the ways they present their new seasonal capsules to their consumers. Striving to find a medium different than photography, these brands tap pop cultural phenomena such as video games, anime series and virtual models to diversify their approach to product display.
Insight
The consumer insight behind the Animated Editorial trend
Pop cultural artifacts like games and animation series impose a strong influence on Millennial and Gen Z consumers who have grown an attachment to some releases. Due to fandoms that are often described as "cult-like," many consumers are delighted when they see their favorite pop culture moments integrated into other industries. As a result, Millennials and Gen Z tend to pay more attention to such initiatives as it not only taps their fandom but also is a novel way of presenting products and content.
Trend themes
Themes within the Animated Editorial trend
Three behaviours holding the trend together01
Pop Culture Integration
Fashion brands are tapping into pop cultural phenomena such as video games, anime series and virtual models to diversify their approach to product display.
02
Virtual and CGI models
Brands are featuring virtual models and influencers like Lil Miquela in their campaigns, which represents an entire generation that is revising identity, reality, and storytelling.
03
Life Simulation- Inspired Apparel
Luxury fashion brands are drawing cues from life simulation games, with pixelated, simplistic designs and virtual world-inspired backgrounds used in promotion.
Industry implications
What the Animated Editorial trend means for industry
Where the trend changes the playbookFor
Fashion Industry
Fashion brands are changing the ways they present their new seasonal capsules to their consumers, reimagining product display through pop culture integration.
For
Luxury Apparel Industry
Luxury fashion labels are tapping into pop culture, virtual models and life simulation-inspired designs to bring a sense of authenticity to their collections.
For
Marketing Industry
The use of virtual models and pop culture in fashion campaigns represents a new vision for branding, revising identity, reality and storytelling.
Workshop question
How can your brand tap pop culture for marketing opportunities?
Trend signals
Trend signals for Animated Editorial
Trend score 5.4 out of 10, from popularity 73%, activity 79%, freshness 9%.
Popularity73%
Activity79%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Animated Editorial trend
5 featured examples from Aug 23, 2018 to Apr 11, 2019CategoryFashion
Life Simulation-Inspired Lookbooks
The Moschino Sims 4 Collection Takes Cues from the Iconic Game
Luxury fashion brands can explore collaborations with popular video games to create virtual fashion collections that appeal to tech-savvy consumers.
CategoryFashion
Acid Rave-Inspired Streetwear
The ellesse Spring/Summer 2019 Range Features Vibrant Hues
Disruptive innovation opportunity: Incorporating augmented reality and virtual reality technology into the fashion industry to offer immersive shopping experiences and virtual try…
CategoryFashion
Skillfully Illustrated Watch Lookbooks
Diesel Taps into Mad Dog Jones for a Surreal Image Series
Disruptive Innovation Opportunity: Incorporate illustrated lookbooks and anime-realism hybrid art into fashion marketing strategies to engage consumers and differentiate brands fr…
CategoryFashion
Manga-Inspired Fashion Lookbooks
This Manga Editorial Debuts Kit Wan Studio's Spring/Summer 2019
Fast fashion, e-commerce, and luxury brands can all benefit from the disruptive innovations brought about by manga-inspired fashion and cross-cultural fashion trends.
CategoryFashion
Virtual Influencer Footwear Campaigns
Ugg's 40th Anniversary Campaign Stars CGI Model Lil Miquela
The fashion industry can explore the potential of virtual influencers like Lil Miquela to increase brand exposure, engage with younger audiences, and drive sales.
