Store Observation – Uniqlo, Spitalfields

During the observation, we have noticed that the store window was divided into women mannequins and man mannequins on both sides. The prices were visible on the window, as well as the current sales and promotions. The store itself was very organized, all models divided into colours. Plenty of photo with description of the fabrics and their functions.

Prices were visible all around the store. There was a machine giving customers the option to order online or search for a model/size/colour that they cannot find in store. Delivery was free.

During the observation, we have noticed that there were overdosed discounts, although it was prior to Black Friday. The main items in store were knitwear, sweaters, coats, jumpers and knitted dresses. 

We observed an item made from premium lambswool long sleeve sweater with turtle neck. The trend was coming from Vietnam. 

In general the customers in the store were mainly young adults and teenagers. The prices were varying between £12.90 for a cotton shirt to £129.90 for a wool coat.

Visual Theming – URBAN

The word I have chosen is URBAN. I chose this word, because I believe it is a massive inspiration for designers, as nowadays many get inspiration from the streets. While I was collecting my images, I started to notice street art that I was passing through on a daily basis before. 

WHAT IS TREND?

Rousso and Kaplan Ostroff (2018) describe ‘’trend’’ as ‘the first signal of change in general direction or movement.  People who foreseen the trends are called trend forecasters, as their job is to combine knowledge of fashion, history, consumer research, industry data and intuition to guide product manufacturers and business professionals into the future (Rousso and Kaplan Ostroff 2018: 239).

Fashion forecast companies publish trend reports that indicate what styles, colors, fabrics, trims, and embellishments will be fashionable for a particular season and product category (Springsteel 2013). Trendsetters are those people known for their ability to attract a fan following that desires to emulate them in dress and/or lifestyle. Historically speaking, famous fashion trendsetters have been aristocrats, who set the standards of dress for nobility, the social elite, the demimonde, and society at large. 

Today’s trendsetters would include actors, musicians, models, sports celebrities, and celebrity designers (Sterlacci and Arbuckle 2009). From the consumer’s perspective, a trend can be something that provides direction, dictates or points to a possibility, serving as a source of inspiration(Lantz 2016).

Street Photography

During our street style photography exercise my group members and I observed Upper Street in London. This is the main shopping street of the Islington district. It contains mainly fashionable shops, pubs, restaurants and theatres.

We focused on interviewing different types of people from different origin, cultures, backgrounds and styles. Although their differences, we couldn’t help but notice some major similarities in terms of trends. As per the data collected, we identified that the most preferred colors for season Autumn/Winter 2019/2020 are black, grey and red. 

The most preferred wardrobe item was the long coat, as some people preferred mid-length coats, depending on the occasion, decorated with faux fur. Other favorite item were the ankle boots.

This research helped us to identify some of the main trends of the season and was very interesting how despite of their differences, at the end of the day people share similar thoughts when it comes to outfits. They all prefer to wear clothes that bring their style up and at the same time are cozy, comfortable and warm.

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