Category
Lifestyle
Assisted Choices
Trend cluster
Category
Promoting
Excess
Alcohol-promoting apparel reflects the growing need for personal expression.
3.7
Trend score
Trend
What is the Promoting Excess trend?
Promoting Excess: With mass media and celebrity culture often promoting vices such as partying and drinking as something ordinary, modern consumers are becoming more immune and subsequently more accepting of such expressions. Apparel pieces that promote hedonism allow consumers to express their indulgence in such activities, combining edgy everyday designs with the need for bold and explicit expression.
Trend themes
Themes within the Promoting Excess trend
Three behaviours holding the trend together01
Hedonistic Apparel
Consumers are becoming more accepting of vices and edgy designs that promote indulgence.
02
Alcohol-Branded Products
Collaborations between alcohol and fashion brands are creating unique, logo-bearing products.
03
Funny Drinking Tees
Humorous and educational designs featuring maps and slogans about alcohol are gaining popularity.
Industry implications
What the Promoting Excess trend means for industry
Where the trend changes the playbookFor
Fashion Apparel
Companies can create clothing designs that promote hedonism as a form of personal expression.
For
Alcohol Production
Breweries and distilleries can collaborate with fashion designers to create clothing items that promote their brands.
For
Humorous Merchandise
Companies can create funny drinking tees and other merchandise that simultaneously entertain and educate consumers.
Trend signals
Trend signals for Promoting Excess
Trend score 3.7 out of 10, from popularity 57%, activity 47%, freshness 8%.
Popularity57%
Activity47%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Promoting Excess trend
6 featured examples from Oct 21, 2012 to Feb 28, 2014CategoryLifestyle
Handy Alcoholic Attire
The Beer Hoodie Sweatshirt Makes Drinking Hands Free
Incorporating innovative designs into clothing items, particularly those that cater to specific needs of party goers, can disrupt the traditional fashion industry and attract a ni…
CategoryFashion
Drink-Demanding Shirts
These Sloppy Slogan Shirts are from Print Liberation
Disruptive innovation opportunity to create unique and expressive clothing items.
CategoryFashion
Beer-Branded Denim
The Heineken X Neighborhood Denim Collection Exudes Quality
The fashion industry will continue to see a rise in collaborative products that blend traditional and contemporary elements.
CategorySpecial
Mapped-Out Alcohol Tees
This Funny Drinking Tee Will Give You a Lesson in Geography
Opportunity for disruptive innovation in the apparel industry by introducing geography-themed clothing that merges fashion and education.
CategoryFashion
Alcohol-Toting Ensembles
The Drinkmaster Hoodie is a Hands-Free Booze-Carrying Option
The fashion industry can innovate by creating more hands-free, multi-functional garments and accessories with hidden pockets designed for the active and on-the-go consumer market.
CategorySpecial
Festive Alcohol-Branded Hosiery
The Green Beer Socks are the Perfect St. Patrick's Day Apparel
The apparel industry can capitalize on the trend by creating festive alcohol-branded clothing for holidays.
