WGSN, the World’s largest fashion trend forecaster, visited Manchester to introduce a new concept to retailers, buyers and PRs from within the Northern fashion sector.
WGSN introduced WGSN Boutique, a condensed version of the main WGSN programme, one which is tailored to suit the needs for smaller retailers and online fashion businesses.
Lauretta Roberts, the creative director of WGSN Boutique and former editor of Drapers Magazine, presented the new concept to the audience at An Outlet on Dale St. in Manchester’s Northern Quarter.
As part of her presentation, Lauretta also gave audience members a sneak peek into Autumn/Winter’11 and Spring/Summer’12 trends in contemporary womenswear, accessories and even in-store visual merchandising……
Main themes as part of Laurettas run through for AW11 were 60s pop, which sees the 70s nostalgia of SS11 morph into something a little more colourful. Swedish brand Acne showed purple colours at the Gallery trade show this year and on the catwalks Blumarine also showed clashing purples and oranges. High street retailers Oasis and Dorothy Perkins will show this theme for SS12.
Scandinavian knits were huge for AW10and the same is true of AW11with folk inspired knits and prints being seen on Chloe and Vanessa Bruno catwalks. We can expect to locate the trends on the British high street at Miss Selfridge and New Look; where layered textures create a complicated look and top heavy silhouette.
Carry through trends that will be important for SS12are the folk/Scandinavian knits of AW11. A slight repositioning of the trend will see Aztec and Tribal influences update the winter wardrobe into something more springtime orientated. Maxi Dresses and Palazzo Pants will become it items of the trend. To suit the look accessories seek natural materials, woods and fibres for an inspiration alongside the tribal.
Visual Merchandising is an area of fashion marketing that doesn’t often get included in seasonal trends forecast but WGSN Boutique consider the area just as important and trawl the globe for what’s hot on the shop floor.
Cluttered windows have taken central position at Marc Jacobs Hong Kong and Mui Mui in Milan. A jumble of products and props create a fantastical world and a chance to evoke your brand’s story. Faux-construction is the theme for Harrods whilst recreating the domestic sphere is the idea for Chelsea Farmers Club in Berlin.
Above: Chelsea Farmers Club, Mar Jacobs, Vila Copenhagen
Whilst clutter draws customers through the door, a calm look dominates within. Keeping shop floors light, airy and of an Art Gallery feel is the best way to show product. Zara’s flagship in Rome follows this blueprint as does Mulberry’s new store on Bond Street in London. Movable rails/fixtures and light clean walls are key to this look.
Above: Shag Xia, TOPSHOP, Mulberry.
Thank you to Lauretta Roberts and the WGSN team for giving up their time and sharing their knowledge with MFN. Also thanks to Jordan McDowell for the words.