This document provides a weekly summary and trend analysis from a fashion consultant. It includes discussions of upcoming trends like flared bottoms and shirt dresses, top selling items internationally, celebrity style influences like Kendall Jenner, potential winter 2016 items focusing on folkloric prints and textures, and transitional styling from summer to fall. The consultant provides visual examples and recommends how brands can incorporate these trends.

1. I trust you all had a fashionalbly fabulous weekend? Eid Mubarak to all those who celebrated!
This week, I focus on missed opportunities as well as products that are performing
phenomenally, as well as potential items to test. From street inspo to trend forecasted gospel
L.xx
LET’S GRAB THIS WEEK BY THE HORNS!
Should you have any comments or feedback , please contact
me on extension #6273, or email to LBaderoon@edcon.co.za
By Laila Baderoon
fashion.style.inspiration
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H A S H T A G
Welcome Back!

2. MONDAY 20.07.15
A FLARE FOR THE DRAMATIC
#FORWARDTRENDFOCUS
The flared bottom has become a new point of reference and works its wonderous magic on everything from
denim to dress up. For women’s wear - it requires just the right combination, be it tunic tops, tucked in tees or a
plethora of jacket styles. Flared dress trousers will take a littlw while before it starts appealing to our South African
consumer, but the variations available to us as the trend direction to the customer is endless.
Flares are most exciting in denim, however, as true denim lovers are tradionally more experimental with silhouette.
Variations are wide legged yet retain their sexy, slim fit - which our customer loves! Make use of this feature as
it will be our tool in marketing the product. The popular 70’s trend and reference is sustained via silhouette & colour
Keep in mind though - flares are for the fashion thirsty. Have we tested this shape sufficiently? Whether it be as a
colour test or silhouette test . this is a trend we need to be on top of, and also need to keep pur finger on the pulse
of when to retract.
DRIVERS
The customer revisits the 70’s style once again as a reaction to skinnyoverload, a new fashion attitude of youthful
indifference motivates new silhouettes.
This trend strats off in Summer 15 and continues trhough to Winter ‘16 as a strong staple piece.
Denim and Massumi will Dominate this category fpr Summer ’15 through to Winter and Summer ‘16
ACTIONS
Our inner brand assortments should introduce and market this incoming shape, online emphasis is key especially
from our driving sales department (Network casual and denim) and we need to start dictating to the customer wha
be wearing and how. This should also be presented as a new dress pant option for our essential workwear
wardrobe. (Massumi)
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H A S H T A G Summer Catch up
Magazine Campaigns
HAVE WE TESTED THIS, & BACKED OURSELVES FOR SUMMER ‘15?

3. he should
Store Campaigns
Celebrity Style
Runway
GUCCI spring 2015 MiH Marrakesh Jeans Kenzo Spring 2015 Celine Spring 2015 Balmain Resort Antonio Spring 2015
ZARA
Vanessa Hudgens Amal Clooney Rihanna Victoria Beckham Olivia Palermo Kim Kardashian West
Karen Millen MANGO RIVER ISLAND

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H A S H T A G TUESDAY 21.07.15
TOPSUMMERTRENDS #TRENDCHECKLIST
With the international stores being mid stride in Spring/Summer trade, it’s a good
opportunity for us to look at which products are the highest ranking in trade. I’ve
compiled a list of top sellers from EDITD, These are a collection of products which
were identified as top movers, full priced items that sell out fast and get restocked
quickly in the US and UK’s mass and luxury markets. These images are of the
highest ranking items ito sell on the website. Here they are!
1. BUTTON THROUGH SKIRTS
Since the beginning of the summer season, 139 brands have carried this style, which are retailing for an average
price of $53.40. This is proof of the 70’s influence on the season. Definitely a winner.
2. SLEEVELESS KNITS
We’ve seen the cropped-length, 90’s throwbacks everywhere this season - especially in ribbed and marl knits.
Both the luxury and mass markets are buying them like they’re going out of style! Which irnically, they aren’t.
3. UNSTRUCTURED TRENCHES
These have moved especially fast in khaki, camel, blush and navy tones. April bestsellers included the $4280.00
Lanvin trench at Farfetch and the $47.00 First & I trench at ASOS.
CHLOE
TOPSHOP
NEW LOOK TEMPERLEY LONDON BARBARA CASASOLA JIL SANDER GAP
ESPRIT MISSGUIDED MISSNEW LOOKGUIDED
NET-A-PORTER TOPSHOP MISS SELFRIDGE DOROTHY PERKINS

5. TOPTRENDS #TRENDCHECKLIST
4. DENIM
Skirts, trousers, jackets, jeans, you name it. Denim is everywhere. The luxury market has a taste for longer denim
skirts and trousers, while the mass market favours white and flared jeans.
5. SUEDE
As mentioned in the previous report -suede is a firm favourite, whether faux or genuine. H&M have offered the
fabric in nine different styles this season alone.
6. SHIRT DRESSES
This category is doing exceptionally well across the US and UK market. Solid sellers in all departments, so
check that you have at least 1 representation in your placement
NET-A-PORTER NET-A-PORTER BOTTEGA VENETA RIVER ISLAND PREEN LINE
H & M
TOPSHOP MANGO H & M ZARA BERSHKA
FOREVER 21 FOREVER 21TOPSHOP
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H A S H T A G
MADEWELL

6. TOPTRENDS #TRENDCHECKLIST
7. FRINGING
Though well represented in both luxury and mass markets, fringing has caught fire on outerwear and dresses at
higher price points in the UK and US market. A notable exception being Missguided’s fringed skirts, which have
performed wonderfully.
8. WIDE TROUSERS
Breaking through more forcefully than in previous seasons, the luxury market has preferred solid colour varieties,
while mass market leans toward print.
9. STRIPES
The summer Breton turns up amongst the top movers this spring/summer season in the UK and US. However,
monochrome and two tone stripes are also doing well on shirts and skirts this year.
URBAN OUTFITTERS MARKS & SPENCER WAREHOUSE NOISY MAY at ASOS TOPSHOP
ZARA TOPSHOP VIVETTA NASTY GAL MISOOK
TOPSHOP AMERICAN EAGLE MISS SELFRIDGE MISSGUIDEDRIVER ISLAND
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H A S H T A G

7. TOPTRENDS #TRENDCHECKLIST
10. SLEEVELESS LONGLINE BLAZERS
Currently this is more of a hit in the UK, the minimally styled garment has been a great hit for Topshop, River Island
and ASOS, especially in rust, khaki, grey and black. Great transitional piece as well.
RIVER ISLAND TOPSHOP NEW LOOK NEW LOOK
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H A S H T A G

8. fashion.style.inspiration
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H A S H T A G WEDNESDAY 22.07.15
WHOWOREWHAT&HOW #CELEBRITYCRUSH
New IT girl , Kendall Jenner can do no wrong when it comes to being a trendsetter.
The KUWTK reality tv star, has just recently landed the gig for Calvin Klein, and
has a list as long as my arm of the elite fashion show catwalks she has graced.
Monochrome is the go to look for KJ, andcan take you straight from daytime to
after work drinks with friends or colleagues.
Trend Alert!
Trend Alert!
See #trending report_1 for
an update on
#shoulderexposure
3 in 1!
# stripes
# monochrome
# fesrival
J

9. Winter‘16 TestsTHURSDAY 23.07.15
CATEGORY: OUTERWEAR KEY ITEMS
WINTER ‘16 #FESTIVEFOLK&70’s
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H A S H T A G
SHEARLING COAT #trend presence
BLANKET COAT #volume
SHAGGY FAUX FUR #presence
FOLKLORIC FLORAL DRESSES #Volume
This trend takes 1970’s inspired silhouettes and plays with proportions, print clashing
and tactile fabrics. Folkloric patterns and handcrafted techniques also help to create
this eclectic look, which works well in combination with layered, mismatched styling.
Silhouettes are loose fitting and relaxed, with wide leg trousers, culottes or maxi skirts
styled with roll-neck knits, oversized shirts and blanket coats. Kint on knit styling is key,
as well as long pile faux fur and fringing for tactile appeal. Mr Price has already started
testing most of these items within their 70’s capsule range
DOROTHY PERKINS
NEW LOOK DEBENHAMS OASIS GEORGE MR PRICE R129.99 RIVER ISLAND
NEW LOOK
TOP SHOP PRIMARK DEBENHAMS WAREHOUSE FENDI CHLOE
MATALAN PRIMARK MR PRICE R149.99
DEBENHAMS NEW LOOK MR PRICE r179.99

10. PRINT PARTY SS’15- AW16FRIDAY 24.07.15
TRANSITIONAL DIRECTION #PRINTINSPO
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H A S H T A G
FRIDA KHALO
MIX AND MATCH
GAUCHO WESTERN
Mixing your ditzy floral prints transitions from the festival
trend of SS15 into AW 16. Silhouettes remain romantic and
loose fitting in casual, whereas formal focuses more on
focused sleeve volume and flared legs.

11. FRIDAY 24.07.15
TRANSITIONAL DIRECTION #GETTHELOOK
Great editorial inspiration coming from RIVER ISLAND on how to transition your
pieces from Summer through to Autumn.
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H A S H T A G

12. FRIDAY 24.07.15
WINTERFOCUS #LUXE
The less bohemian feel of the 70’s is more directed towards our MASSUMI customer.
Think relaxed tailoring, paired with fluid, feminine blouses in a classic palette of
caramel, burgandy and tan. The 1970’s references are clear but not
exaggerated, making them more commercial ans accessible. The focus is
largely on lengths and proportions: wool culottes, wide leg trousers and flared jeans
are styled with wide sleeved tops, high neck blouses and maxi length outerwear.
Sued, faux fur and textural fabrics are all important, reworked to operate in a
contemporary context.
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H A S H T A G
Get the look!PRIMARK
F & F
RIVER ISLAND
MISS SELFRIDGE
RIVER ISLAND
J
J
J
J
J
CAPES
FLARED LEGS
PUSSY BOW
NECKLINES
SUEDE TRENCH
FUR
LONG LENGTH
BLAZERS
TAILORED FLARE
MISSONI PRINTS
& WIDE SLEEVES
AUTUMNAL REDS/
WRAP OVERS PLAYSUITS/
BELL SLEEVES/
BELTED WAISTS
J
JJ
RIVER ISLAND
POLAR
NECKS
A LINE
MINISKIRTS
JJ
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