Micro Trends
01 // Matcha Half Full Kinda Guy
Key drivers, such as Tik Tok, have encouraged and educated Generation Z (the main consumer group on the app) to collaborate and work on finding solutions to issues within our cultures. With this, comes a powerful, creative optimism towards what's to come for our planet. Bright and vivid tones are being used to communicate this key emotion that is evident in Generation Z.
02 // Monoclimatic
With the pressing issues surrounding climate change at the forefront of everyones minds, our consumerist society is having to take a hard look at itself and make some vital changes to its structure. Generation Z, having witnessed the extremities of the matter, are the group that's pushing for this shift in buying habits. Hence, the attraction towards slow fashion and capsule wardrobes.
03 // Euphoric Freedom
The digital climate is integrated heavily into our younger generation's lives, having grown up in a world where the internet was accessible from the get-go. This has seen both positive and negative effects on ones self-esteem and mental health. Within this micro trend, we want to unpick both sides, and analyse how recent social media activity is working to promote authenticity and show us real young people who have the confidence to be themselves. How authentic is our online selves? Does one feel more confident on or offline?
How do your target consumer's behaviours and attitudes affect their buying habits? Understanding their interests in relation to specific drivers within our culture helps us to determine the colour palettes of the next phase in fashion. It is important to mention that these 'phases' and 'trends' are becoming more long-term adoptions rather than fleeting moments. Keep this in mind when viewing our reports, as it will make what you do with them much more beneficial in the long run for your business, your consumers, and the planet.