PowerPoint about Trend Research and Forecasting(Fashion)

Sportswear Turns

Fashionable

Samantha Griswold

Cristina Rodriguez

Caleigh Romanello

Andrew Hung

Brands

❖ Adidas

❖ Puma

❖ Nike

❖ Reebok

Adidas

Dirk Schönberger, creative director

of Adidas’ sport style division

explains, “These days the pace has

become so fast. We are a very

commercial brand, so, of course,

we have to deliver - at a minimum

every week - something that

excites the consumer. Sports style

is really a giant consumer vertical;

it’s very lifestyle sportswear, so

there is much more of a fashion

element. It’s what our consumer

want, it’s an essential part of the

brand. Adidas has always been

known for breaking rules and

doing something unexpected. This

is something that we want any

collaboration to deliver. I think the

success is not wholly financial; it’s

how people are starting to look at

Adidas. It helps us to create a lot

of energy for the brand. And, it

makes people look again, on a

deeper level, at the Adidas

product.”

Puma

Bjorn Gulden, Puma’s chief

executive claims, "The future is

female ... we see more and more

women across the world are doing

sports. We feel we can be the

brand that owns the space

between the gym and the runway.

‘Fenty Puma by Rihanna’ Creeper

was repeatedly sold out

worldwide within mere hours of

hitting the stores as soon as we

launched new colorways

throughout the year. Retailers

ordered more because they

needed more which has not been

the case for a long time at Puma.”

Adam Petrick, Global Director of

Brand and Marketing suggests,

“The partnerships have been

about us trying to be relevant with

our consumers. With Rihanna,

we've given her the ability to

express herself through apparel

and footwear, and she's done a

hell of a job. She has a great

vision and does know about

fashion, and is extremely

knowledgeable about design. I

think that the important thing to

us is doing cool things. Things

like that have made us more

relevant.”

Nike

Nike President, Trevor Edwards

declares, “One of the things that

we have learned is the speed at

which we have to flow goods into

the market. Our frequency is

much higher for women’s. It is

still grounded in a great

performance product, but the

expression of it is much more

important. Constantly changing

that expression and giving her

new looks, new experiences, is a

key part of what we do. One of

the things that we recognise,

certainly in the women’s

business, is that there is no

performance without style.”

Julie Igarashi, Nike’s vice

president of global design for

women's training states, “Nike

isn’t a fashion brand. We’re

listening to the needs of the

athletes and we’re solving them

with innovative solutions. But

we’re acknowledging the fashion

side of [women’s] experience

with sport. Women don’t have to

choose between highly

functional, technical product and

fashionable product.”

Reebok

Catherine Marshall, Reebok's

Global Director of Business

Development explains, “Our

design started changing about five

years ago, and it's been slow to

get out there in the market —

specifically with women's. We

just didn't have good distribution

for it. Every season gets better

and we have to get this out there.

You will see a lot of loud prints.

That's our voice — it's bold. It

gives us a different point of view

for our consumers.” Reebok

chief marketing officer Dennis

Baldwin claims, "We did a lot of

brainstorming; we decided that

sports mattered, but so did

fashion, and we wanted to look at

the market through the lens of

youth culture rather than sports

culture. One tactic is targeting

key consumers --musicians and

athletes-- who know that it was

made just for them. We didn't

know it would be an entire

business. We just thought it was

a way to shake up the market.

Only afterward did we realize we

had created a viable division that

had a life of its own.”

Adidas Collaborations

❖ Pharrell Williams, Rick Owens, Raf Simons, A$AP Rocky, Jeremy Scott,

Yohji Yamamoto, Peter Saville, Stella McCartney, Opening Ceremony,

Mark McNairy, Kanye West, Topshop, Rita Ora

Puma Collaborations

❖Rihanna, Usain Bolt, Selena Gomez, Kylie Jenner, The Weekend, Young

Thug, Big Sean, BAPE, Pink Dolphin, Trapstar, Alexander McQueen,

Ronnie Fieg X Colette

Nike Collaborations

❖Michael Jordan, Kanye West, Kevin Hart, Aubrey “Drake” Graham,

Supreme, Eminem, Levi’s, Macklemore, Travis Scott, Riccardo Tisci, Kim

Jones, Fetty Wap

Reebok Collaborations

❖Jay Z, 50 Cent, Kendrick Lamar, Gucci Mane, Future, Chanel, Vetements,

Machine Gun Kelly, Kenzo Minami, Roland Berry, John Maeda, Victoria

Beckham

Fabrics

❖ Cotton

❖ Wool

❖ Bamboo

❖ Nylon

❖ Mesh

❖ Polyester

❖ Polypropylene

❖ Spandex

❖ PolarTec

❖ Coolmax

❖ Supplex

❖ Cordura

❖ Tasc

❖ X-Static

Social Movements ❖ Yeezy Season 3 was inspired by a photo from the end of the Rwanda Genocide in April 1995 that is shown one day after Tutsi soldiers

had killed thousands of Hutus where they had afterwards crammed into a small area of the Kibeho camp. Photo by British

photographer Paul Lowe.

❖ Rihanna’s ‘Fenty Clara Lionel Creeper’ was created to inspire others to help the youth by supporting the Clara Lionel Foundation, a

foundation that benefits impoverished communities across the globe, with education, healthcare, and other various programs. Some of

the proceeds from this shoe will support equal access for children education in Barbados.

Social Movements ❖ Nike’s EQUALITY campaign promotes diversity and inclusion where the letters are “inspired by Jude Schimmel and represents the

wings of an Eagle, which is sacred in Indian Country signifying courage, wisdom and strength.”

❖ In 2015 Reebok released the ‘Be More Human’ campaign that celebrates people who push themselves out of their comfort zone to

satisfy their human potential challenging the world to see fitness as a lifestyle. The new symbol, the Reebok Delta “represents the

physical, mental and social change that comes through living a fitness lifestyle.”

Target Market

❖Teens

❖Young Adults

❖Millennials

❖Healthy Lifestyle

❖Athletic

❖Street Scene

❖Music: Hip Hop

❖Cool Kids

Teens and Young Adults / Millennials

Healthy Lifestyle / Athletic People

Street Scene / Hip Hop / Cool Kids

Work Cited

Chen, Vivian. “Luxury Fashion Brands Are Embracing Athleisure.” South China Morning Post, South China Morning Post, 14 Sept. 2017, www.scmp.com/magazines/style/fashion-

beauty/article/1983046/brand-new-lifestyle-luxury-fashion-brands-are.

Edden, Shetara. “High-Tech Performance Fabrics To Know.” Maker's Row Blog, 12 Oct. 2016, makersrow.com/blog/2016/10/high-tech-performance-fabrics-to-know/.

Forester, Pete. “How PUMA Is Changing the Sneaker Landscape for 2017.” Complex, Complex, 23 Nov. 2016, www.complex.com/sneakers/2016/11/how-puma-is-changing-the-

sneaker-landscape-for-2017.

“Home Page.” Clara Lionel Foundation, claralionelfoundation.org/.

Johnson, Noah. “The Year Adidas Popped.” Vogue, Vogue, 1 Feb. 2017, www.vogue.com/article/033114-adidas-pharrell-williams-collaboration.

Karsen, Shira. “Selena Gomez Announces Puma Collaboration.” Billboard, 18 Sept. 2017, www.billboard.com/articles/news/lifestyle/7966086/selena-gomez-puma-collection-details.

Kirkpatrick, Emily. “An Unofficial History of Celebrity Sneaker Collaborations – A.K.A. a Friendly PSA to Step Up Your Shoe Game.” PEOPLE.com, Time Inc, 25 Mar. 2016,

people.com/style/an-unofficial-history-of-celebrity-sneaker-collaborations-a-k-a-a-friendly-psa-to-step-up-your-shoe-game/.

Lindsay, Greg. “The Rebirth of Cool REEBOK HAS GIVEN UP ON TRYING TO BEAT NIKE AT THE HARD-CORE SPORTS GAME. INSTEAD, IT WANTS TO BECOME THE

SHOE BRAND FOR HIP-HOPPERS, HIPSTERS, AND OTHER FASHION-FORWARD URBANITES.” CNNMoney, Cable News Network, 1 Sept. 2004,

money.cnn.com/magazines/business2/business2_archive/2004/09/01/379521/index.htm.

Mellery-Pratt, Robin. “Why Are Sportswear Giants Nike and Adidas Embracing Fashion?” The Business of Fashion, 21 Jan. 2015,

www.businessoffashion.com/articles/intelligence/nike-adidas-sportswear-fashion.

Moakley, Paul, and Oliver Laurent. “Kanye West: Photo Inspired Yeezy Season 3 Fashion Show.” Time, Time, 12 Feb. 2016, time.com/4219645/kanye-yeezy-season-3-photo-

rwanda/.

“Reebok Challenges the World to ‘Be More Human’ with New Brand Campaign.” Reebok News Stream, 28 Jan. 2015, news.reebok.com/global/latest-news/reebok-challenges-the-

world-to-be-more-human-with-new-brand-campaign/s/47377c4e-0eb6-451e-966e-7029cb41ed9a.

Richard, Brandon. “A History of Air Jordan Collaborations - Nicki Minaj x Jordan Jasmine.” Sole Collector, Sole Collector, 22 Sept. 2017, solecollector.com/news/2017/09/a-history-

of-air-jordan-collaborations/nicki-minaj-jasmine.

“Rihanna Continues to Help Puma Fashion a Mix of Runway, Sport.” The Fashion Law, 10 Sept. 2017, www.thefashionlaw.com/home/rihanna-continues-to-front-puma-collection-

help-brand-boost-sales.

Schonberger, Nick. “The 25 Best Artist Collaboration Sneakers of the Past Decade.” Complex, Complex, 20 Oct. 2016, www.complex.com/sneakers/2013/01/the-25-best-artist-

collaborations-sneakers-of-the-past-decade/.

Sonny, Julian. “How 50 Cent Went From Drug Dealer To Powerful Businessman.” Elite Daily, Elite Daily, 15 May 2017, www.elitedaily.com/entertainment/celebrity/50-cent-went-

from-drug-dealer-to-powerful-businessman-photos/1067263.

Sullivan, Robert, and Gregory Harris. “Travis Scott, Fetty Wap, and More in NikeLab's Cool New Designer Collaborations.” Vogue, Vogue, 25 May 2017,

www.vogue.com/article/nikelab-collaboration-riccardo-tisci-kim-jones-jun-takahashi-summer-of-sport.

Wischhover, Cheryl. “Reebok Is Trying to Become More Fashionable.” Fashionista, 18 Sept. 2015, fashionista.com/2015/09/bandier-reebok-partnership.

Woolf, Jake. “Here's How Puma Overtook Under Armour in the Sportswear War.” GQ, GQ, 15 Mar. 2017, www.gq.com/story/how-puma-overtook-under-armour-in-the-sportswear-

war.