Trends Analysis

 •       Key words:

 To be an exclusive and unique brand. To encourage customers to be creative.

   To focus on being customisation expert, to offer more customisation alternatives. 

Meeting the modern demand. A grander prospect.

Macro trend - individualisation

•       Individualisation can be seen as a shift from more collectivist societal norms to more individualism, where a person’s fate is more a question of interest and skill than necessity and tradition. (Trendone,2017) This trend suggested that people are looking for more individuality and originality. They increasing find themselves in competition with others and they want to distinguish themselves to stand out from the crowd. People create their own identity and it could be shown by self-designed clothes, media consumption or a chosen lifestyle. They look for distinction in niches.

•       Companies have gradually spotted this and are trying to meet these needs. This trend has influenced business whilst variety and diversity is highly accepted nowadays. However, this trend indicates great opportunity for the new business, ONLY. To conform to the times and the individualism trend, ONLY’s personality is set as exclusive and unique and it encourages customers to create their own styles.  ONLY will be a wise choice for customers who want to be independent, flexible and individual.

“A new trend is hitting the streets, and this time it’s personal.”- by ELIZABETH BEST

Micro trend - the rise of fashion personalisation and customisation

•       As people around the world are becoming increasingly opinionated which has been discussed on the last trend, they are also becoming progressively individualistic in terms of how they dress themselves. This has lead to the rise of fashion personalisation and customisation. The one-size-fits-all fashion has been out-of-date. People are different. They have unique body shapes and styles, and want clothing and footwear to meet and fit their personal needs. This trend has strong influenced the fashion industry. There are increasing numbers of fashion brands that start to offer customisation services. Customers can design their own Nike sneakers, Burberry coats, LV hand bag and so forth in the world of mass produced fashion.

•       However, although this trend has become extremely important in the market, many companies are still just offering customisation service as part of their businesses and it is even the less important part. There are only a few companies that focus on customisation service such as Hand& Lock. More importantly, Mintel shows that 61% of 16-34s would like fashion retailers to offer a service that allows them to personalise before they buy them in 2016. The current fashion industry is hard to satisfy the customers’ needs. Therefore, ONLY is suggested to keep pace with this trend to meet the huge customers’ demand. 

•       Moreover, monogramming has become the most basic and important service of the personlisation trend, where the customer’s initials can be added to the products to differentiate them. Burberry is a great example as it offers the monogramming service on its scarves, trench coats, rucksacks and even fragrance bottles. However, it could be found that most brands are only offering monogramming service to customise products, which they think it is the meaning of customisation. As a matter of fact, customisation is never just about putting names on the products, it is more about to create own style. This could be perfectly explained though the concept of ONLY’s customisation service, which is“Customisation is having personal designs by whatever ways. It could be personal embroidery designs, usage of badges and pins or even the coolest pocket and zipper designs. “This trend suggests a grander prospect of ONLY as ONLY found more alternative of customisation which most companies do not.

SevenZhang

2017/5/24