Trendbook created using primary and secondary data and market research describing the key influencers that will affect product development over the next 18 months.

1. SPRING/SUMMER 2018
WE ARE
ONE
Lifestyle Trend Book
Young Women’s/ Women’s Forecast Jocelyn Williams LXFM-740-OL

2. DEMOGRAPHICS
Millennial Consumer Demographic:
The Aspirational consumer is between the ages of 18-35 and has the most disposable income of all shopping
demographics. This consumer has the income of at least $60,000 USD per year and lives in metropolitan areas. Though
they aspire to live an above-average lifestyle, they are not big spenders. This market accounts for 40% of all luxury
sales.

3. The millennial generation is a generation that takes pride in creating a community and working together to create the best
world possible. Being a technologically driven generation, the millennials are used to being able to keep in constant com-
munication with their peers in every corner of the world and have information readily available for consumption through their
mobile devices. The millennial generation has also been noted as the generation that is striving to build a utopian society. This
is the generation that is pushing for equality and the appreciation of differences-cultural and personal- and pushing their ma-
terialistic values aside to be able to experience all that the world has to offer. The millennial generation is widely influenced by
their peers and situations that allow them to make a positive impact on the world. While wanting to create an equal society,
millennials still look to be recognized by their superiors as well as their peers for the good deeds they have done.
INTRODUCTION

4. THE INFLUENCERS
1. Life on Demand (Digital Connectivity)
Digital connectivity in transforming the way we communicate, organize our schedules, relay information, purchase goods, work,
and play. Life is now completely on demand as everything is right at our fingertips, inside of our smartphone. Our phones are
almost like our personal assistant, keeping track of everything from what needs to be done in a day to personal information
including our health and finances. Millennials are the most frequent users of smartphones, social media, and on-demand service
apps like Uber and DoorDash.
2. Gender Equality
Gender identity and equality are topics that seems to be constanly reoccuring in both news media and pop culture. Following
the passing of laws on marriage equality, many industries have begun to market “gender fluid” products. The fashion industry is
beginning to market apparel that blurs gender lines, calling it unisex fashion. There is also an evolving trend in fashion where some
designers are booking transgendered models for print ads and fashion weeks as a way to create a feeling of androgyny and
complete inclusivity.
3. Social Impact and the Greater Good
The millennial generation is one of the biggest generations to date for their passion of doing the greater good. The millennial
generation pushes for equality amongst the masses (personal rights, finances, ect.). This generation is also the most concerned
with brands being accountable for the impact that their products have. Apparel brands like Everlane and Stella McCartney
have begun to make their manufacturing and sourcing processes transparent to consumers. Shoppers will be more likely to buy
products from a company that they are sure of their practices and companies that have a positive impact on society and the
environment. Millennial comsumers are beginning to be inspired by a variety of individuals as opposed to just one.
4. Less Focus on “Things” and More Focus on Experience
Minimalism will become the new norm for millennials as experienes will be more valuable than material goods. The increase in
international travel within the millennial market will continue to grow but the Westernized hotel industry will begin to decline.
Millennials will want to travel across boarders to experience new cultures but will want to stay in accomodations that are
traditional to their surroundings (complete immersion). Experiences will want to be had with family and close friends.
5. Cultural Appreciation
With the rise of social media, a person’s social circle extends far beyond those who live around them. Individuals are able to
communicate and interact with others around the world and read and watch happening in other countries. With the increase of
news of racial inequality and international tensions, the millennial generation is becoming more concerned about projecting the
acceptance of other cultures and races. Business will begin to explore using cultural traditions as themes for products and fashion
consumers will want to show their appreciation through the wearing of cultural inspired clothing.

5. COLOR STORY

6. Utopia
“We are experiencing rapid change just like the virtual reality realm and we
have power to form narratives.We are adding another dimension...It’s up to
us to create positive situations for ourselves.”

7. 1
1. VanillaWalk.org 2. Gareth Pugh S/S 11 3. Medium.com 4. Wikipedia
2
Millennials have become enthralled with the
idea of having a perfect society where we are
all equal. Millennials are pushing for equality in
race, ethnicity, economy, education, and gen-
der. Millennials are being called the generation
of responsibility as they try to address all prob-
lems facing individuals around the world.
Trend Translation: Clean and minimal colors,
structural silhouettes with precise cuts, linear
lapels and overlays
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8. VIRTUAL REALITY“Right now, college students are doing the same thing by putting these dots
together and creating their reality.”

9. 1. Dazed Digital 2. Dior 3. Zugara.com 4. Mary Kantrantzou
Virtual reality has become a huge phenomenon in the
tech industry. Millennials can relate to this excitement
in virtual reality as they are piecing together their lives
to create their own “virtual life”. Millennials are trying
to achieve perfection in their own personal lives while
still understanding that this perfect life is not really
tangible-just like in the virtual world. The virtual world is
changing the way that industries are marketing their
goods. Designers have begun to post 360o videos of
their fashion shows allowing their followers to feel like
they are really a part of the show.
Trend Translation: Digital geometric prints and futuristic
silhouettes, digital printed imagery used to create
patterns
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10. GIRL MEETS BOY“This generation views gender as a mark of self-expression- they view it as
a way of displaying their full sense of self.”

11. Since the passing of the marriage equality laws,
Millennials have been in the fight for gender equality
and a shift in the gender binary. A large group of
millennials-including some designers and celebrities-
have begun to blend the gender line and wear more
feminine or masculine clothing depending on their
mood. One of the biggest emerging designers to
participate in this lifestyle trend is Gypsy Sport.
Trend Translation: Gender neutral colors, loose fitting
apparel, and baggier silhouettes
1. Gypsy Sport 2. Reebok 3.YouQueen.com 4. #UnitedStatesofWomen 5. Mashable.com
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12. THE MINIMALIST
“The movement has inspired people to move into tiny homes, cut
their wadrobes and donate their possessions...”

13. 1
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1. Tibi 2. Helmut Lang 3,4,5. WhoWhatWear 6. Laura Kastamo 7. Curbed.com
Millennials are beginning to
shift away from quantity and
are living their lives according
to quality. Millennials are
beginning to purchase goods
that will last them for the long
haul and will enhance their
lives. They want experiences of
material goods. This trend has
led to the downsizing of homes,
closets, and lifestyle choices.
Trend Translation: Semi-fitted
silhouettes with minimal details
and design. Monochromatic
color schemes

14. SOCIAL MEDIA
“Millennials are more engaged, more vocal, and more visual...They are not merely
passive readers-the y post, pin, view, and blog. And, they’re willing to experiment and
go onto the next innovation in social media.”

15. Millennials are making purchasing decisions
not based on what their friends tell them, but
based on what they see on social media.
68% of millennials say they look up products
on YouTube for reviews before purchasing.
This audience looks toward social media
stars on YouTube and Instagram as a way to
learn about and see demonstrations of new
products. Many companies have begun to
understand that these social media celebrities
have great influence over the millennial
generation and have teamed up with these
individuals to help in the marketing of their
products.
Trend Translation: Celebrity inspired outfits
featuring apparel from fast fashion companies
including graphic tees, jeans, and other casual
yet fashionable apparel and accessories.
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1.LocoWise.com2.Instagram-H&M3.FastFashionStore.com4.Instagramp-CaraDelevingne5.wheretoget.it6.YouTube

16. Cultural Appreciation
“Millennials view diversity as the blending of different backgrounds, experiences, and perspectives within a team, which
is known as cognitive diversity.”

17. Millennials have been the biggest
generation to embrace diversity
and cultural differences. This
appreciation has come across
in both runway and street wear trends as fashion
followers have begun to incorporate traditional
cultural dress into their everyday looks.
Trend Translantion: Bright colors with cultural prints
and motifs like ikat, shibori, and batik and beading.
Patterns can also include florals.
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1. Instagram 2. Diesel- CNN.com 3. Celebuzz 4. Marc Jacobs- NyMag.com

18. THE TRADITIONAL “TRAVELIST”
“...this younger generation is no longerseeking the party-animal atmosphere when traveling, and instead
wants to fully immerse themselves into new cultures, and feast on local cuisine.”

19. There has been a great rise in international travel amongst
the millennial generation. While millennials are traveling for
pleasure, they hope to use their trips as a way to explore the
various traditions of their surroundings. Millennials are opting
to stay in traditional housing as opposed to westernized hotels
as a way to live like the locals. This generation has a hunger
for educating themselves on all that their international peers
have to offer.
Trend Translation: Resort-like apparel in relaxed and
comfortable silhouettes. Prints feature organic designs
ressembling flora and fauna in bright colors. Inspiration can
be pulled from a particular destinantion.
1. Refinery 29 2. Dolce and Gabbana-Trendhunter.com 3.CNBC.com 4. airbnb.com 5. Student City
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20. DO-IT-YOURSELF
“We don’t always have control over the whole system, but we have control over what we create.”

21. DIY has become a huge trend with millennials
as it allows them to express their individuality
as well as take part in trends in their own way.
The fashion industry has embraced the DIY
trend through the reintroduction of 80s iron on
trends.
Trend Translation: The re-emergence of the
80s patchwork jackets, creative color and
print combinations inspiring wearers to be
creative in their own personal styling
1. GlamRadar.com 2. Zara 3. Refinery29 4. thefashiontag.com
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22. THE INDIVIDUALIST
“Millennials have one thing in common-a disruptive mind-set. They are a free thinking, individualistic generation that’s over
80 million strong.”

23. Individuality is something that millennials pride themselves
on. While millennials want to be seen as equal to their
counterparts, they also want to be accepted for their
differences. Their individual traits help them to stand out from
the rest.
Trend Translation: Going against the trend and creating a
sense of personal style, apparel that makes a statement
about personality though design or detail
1. teampetertigter.com 2. wheretoget.it 3. Gypsy Sole 4. Daily Mail UK 5. Anna Dello Russo 6. thenewglam.com 7. The Fader

24. SUSTAINABILITY“Brands that establish a reputation for environmental stweardship among today’s youngest consumers have an oppo-
runity to not only grow market share but build loyalty among the power-spending millennials.”

25. Millennials are focused on the greater good for society. They
are attracted to brands that look out for their community and
give to the environment rather than take from or harm it. Many
fashion brands like Everlane and Stella McCartney have found
that being transparent with their manufacturing and sourcing
processes have attracted more consumers to their products.
It has been noted that millennials are willing to spend more
money on a product if they are sure that the impact that the
company has on the community is positive.
Trend Translation: Earth tones, apparel made from natural
materials such as flax and cotton
1. Everlane- christyleedesign.com 2. Clean Cut Australia 3. Stella McCartney 4. Net-A-Porter 5. H&M
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