Trend Report
Objective: to learn the elements of creating a trend report; to observe and collect data; to demonstrate the ability to conduct environmental scanning; to make conclusions about the trend; prove that the trend exists or does not exist yet.
Description:
· Points possible: 80 (Trend Report + Trend Selection = 100 points)
· Submit on Canvas under the file name:
· TrendReport_lastname_firstname.xxx (it may be created in Powerpoint, PDF, or Word)
· Documentation: any quotes must be cited in APA format. On the final page or slide, you will list your resources.
1) Trend Report (80 points): Write a 3 paragraph report describing the trend, stating where it is in the fashion cycle and who wears it and where you saw it. It may be 2-3 pages long including images.
a) First Paragraph:
i) introduce and describe the trend. Include the 2-3 images from your Trend Selection because those were your standards (the examples of what you were looking for).
ii) State the predictions for the trend in the media (use different resources—WGSN may not give the same predictions as Vogue or WWD, etc.).
b) Second Paragraph: Report on your observations. State where you found the trend, who wore it, how many and when. To do this you will need to complete two different tasks:
i) Does it exist in stores and/or online (comp shopping)? You will need to locate your trend in two stores or two brands (minimum) at different price points—one low and higher. In real life, we would look at all price points to see where the trend shows up. The retail venue may be brick-and-mortar or online. Record the name of the store or brand, location (online or other), and the price points (see Keiser Chapter 2). Insert photos/clips of the trend from the store and/or online. Do this in a chart; be sure to include 1-2 sentences summarizing the data.
ii) Are people wearing it now? Select two locations to watch people for 15 minutes minimum in each location. If you see someone wearing a good example of the trend, take a photo. You do not need photos of every time you spot the trend item, but create a montage photo slide showing how people were wearing it. Record how many times you saw the trend, who was wearing it, their approximate age, where you watched for it and what time of day. You might go to a very populated place on campus at lunchtime or to the mall or to the airport. Create a chart of your observations and include in the report.
iii) Watch your environment all the time and take photos as you are out and about the world for several weeks.
c) Third paragraph: conclusion. State where you believe this trend is in the fashion cycle (innovator, early adopter, etc.). Do you believe it is an example of trickle-down, trickle-across or trickle-up? Why? Finally, state whether you believe it will continue as it is or continue and evolve (how) or die?