Category
Fashion
Scaled Restraint
Trend cluster
Category
Emblematic
Refresh
Vintage logos are revisited to capitalize on the 90s-era fashion fixation.
4.0
Trend score
Trend
What is the Emblematic Refresh trend?
Emblematic Refresh: Avid fashion consumers driven by the visual nature of ubiquitous fashion incubators such as Instagram and Tumblr are embracing new capsule collections defined by a brand's reclamation of vintage logos and iconography. This shift highlights a continued departure from the "No Logo" era of the 2000s, while also speaking to the persistent fixation of 90s era design elements and the procurement of such as cultural currency.
Trend themes
Themes within the Emblematic Refresh trend
Three behaviours holding the trend together01
Vintage Logo Revival
Fashion brands are tapping into nostalgia by re-using their old logos for new capsule collections.
02
Streetwear Influence
Popular streetwear styles and motifs are crossing over into traditional fashion brands.
03
Limited Edition Collaborations
Brands are teaming up with other companies and designers to create exclusive, low-inventory capsule collections.
Industry implications
What the Emblematic Refresh trend means for industry
Where the trend changes the playbookFor
Fashion
Fashion designers and brands can tap into nostalgia and collaborate with other companies to create limited edition, high demand capsule collections.
For
Retail
Retailers can capitalize on the popularity of streetwear styles and vintage logos by incorporating them into their merchandise offerings.
For
Advertising
Advertisers can use celebrity endorsements and social media platforms like Instagram to promote limited edition capsule collections and increase consumer demand.
Workshop question
What "vintage" tributes to your brand's past can you play up in order to celebrate long-term customers?
Trend signals
Trend signals for Emblematic Refresh
Trend score 4.0 out of 10, from popularity 54%, activity 59%, freshness 8%.
Popularity54%
Activity59%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Emblematic Refresh trend
6 featured examples from Feb 7, 2017 to Feb 13, 2018CategoryFashion
Streetwear-Inspired Capsules
The Gap's Archive Reissue–Logo Remix Line Takes a Graphic Approach
This gap in the retail market for creative iterations of streetwear-inspired collections presents an opportunity for businesses to thrive.
CategoryLuxury
Luxe Hot Pink Sweaters
The Gucci Vintage Logo Sweater is the Perfect High-End Statement Piece
Potential for luxury fashion brands to embrace streetwear influences and offer unique, standout pieces.
CategoryFashion
Pastel Bubble Letter-Branded Sneakers
These Air More Uptempos Boast an 'Island Green' Colorway
The footwear industry can leverage pastel colorways and statement branding trends to create innovative and stylish sneaker options for consumers.
CategoryFashion
Re-Imagined Vintage Logo Tees
Gucci's Vintage Logo Tee Has Been Updated with Two Wild Tigers
The fashion industry has a disruptive innovation opportunity to create brand-nostalgia merchandise by infusing vintage designs with contemporary motifs.
CategoryFashion
Collaborative Japanese Fall Collections
Christian DaDa and Kappa Collaborated for Fall/Winter 2018
Collaborations between fashion brands to create new and exciting designs.
CategoryFashion
Pink Logo Crewneck Sweaters
Tommy Jeans Have Released a Millennial Pink Logo Crewneck
By embracing vintage revivals and incorporating popular color trends like millennial pink, the fashion industry can disrupt traditional designs and offer new and exciting options…
