Spring trends in Promotional Marketing 2015

Editor's Notes

1. Welcome to the Spring/Summer 2015 Trend report Today we will look at what is trending on the runway, in retail and how it applies to promotional products’ goal of building brands. Fashion and style reflect who we are as consumers, the image we wish to project and the message we want to convey. This has a direct tie to how we market our brand. How many of us have seen a movie or show with the hero using a giant brick cordless phone or a fem-fatal with Farah Fawcett hair? It was desirable cutting edge technology and fashion for that day, but what message would it convey today? In this runway collection we are seeing several key elements which will influence brand building merchandise: Function Elements: Layering pieces allows one base look which can be easily added to or layers removed for the demands of the day Footwear reflects our desire for comfort and practical needs of the day taking us to and from our jobs and into family and social activities after work hours Fabrics that incorporate technology for fast paced lifestyles Design Elements: Quilting on the body of the garment for warmth and easy movement fabrics for sleeves that don’t add bulk as we layer. Eye for Color, pattern and finishes which change through the years and if ignored can look dated. Multi Use: Required to help manage the multiple responsibilities in fast paced lives. Taking us from working out to keeping on schedule as well as down time for music and entertainment Phones, tablets, earbuds Cases, gear and fashion bags Day travel for business, continued education
2. Color color every where. Color impacts our emotions and reflects our personality and the image we want to portray. Pantone is the world’s leading color authority. Every year they draw from world wide designers and produce color pallets for the season and elevate one key color as their “Color of the Year”. For 2015 we are going to see Marsala in clothing, accessories, home furnishings and advertising. Who do we look to for trending information we’re sharing with you today? Fashion industry leaders including Pantone and Fashion Snoops. Corporate merchandise branding partners who have trending teams offering selections of goods which are on trend for fashion and technology. National events / tradeshows within our industry to keep us on top of the most current and trend relevant products. Education Notes: Fashion Snoops: At Fashion Snoops we empower brands and retailers to look past the obvious. Realizing that culture is the pathway to fashion and product, we bring together market-specific information infused with the full scope of cultural trends and lifestyles. These all affect consumer attitudes and the way they make buying decisions.  Our Next Generation Forecasting methodology, which we apply to all of our services, allows for a holistic view of what’s next. This can be found through an understanding of cultural influences, market-specific information, and the relationships between them. It empowers brands and retailers to rise above the ‘sameness’ and inspires them to find a unique voice by fusing global influence and market demands with their specific brand DNA.
3. Spring Colors Pastel Pallet offers us an emotional sense of wellbeing. No matter what the brand message or call to action, a sense of wellbeing transcends geographic and economic audiences. Retail Influence: Pantone “Soft cool hues blended with subtle warm tones create a soothing escape from the everyday hustle and bustle.” Leatrice Eiseman Executive Director, Pantone Color Institute® Corporate Branding Translation: Layers and color blocking Pink and lavender rising in options Blues are top selling in corporate lines Grey is the new black and fits well with corporate logos colors Education notes: Pantone Spring Pallet: “An eclectic, ethereal mix of understated brights, pale pastels and nature-like neutrals take center stage as designers draw from daydreams of simpler times. Remembrances of retro delights, folkloric and floral art, and the magical worlds of tropical landscapes restore a sense of wellbeing.” More dominant for men than women in Spring/Summer 2015, PANTONE 14-4102 Glacier Gray is an unobtrusive gray that contrasts and enhances; bouncing off other shades without taking away from them as it slips into the background to allow other colors to take center stage. Nature’s most perfect neutral, Glacier Gray is a shade that is timeless. Quietly assuring and peacefully relaxing, Glacier Gray, is above all, constant.
4. Bright colors bring us energy for fast paced lives Retail Influence: Nike, Ogio, Callaway, Columbia brand names that we see in the store and on the streets where we live daily Green-fresh grass to military shades Blue, Green - water & sky-teal, jade, turquoise, celestial blue, ocean Red- rich tones, beet red and cranberry Purple-rich berry and grape Pink-especially for sport uses, anything but girly – hot, saturated, tough and sassy Orange-corals Navy-sport classic plus sailing ready Yellow –runs from buttercup to slightly sour Corporate Branding Translation: Casual office or business dress, active lifestyle needs incorporating function and organization. Branded merchandise is no longer a sea of black. Shirts, sweaters, jackets closer connected to fashion silhouettes and details. Fabrics with comfort stretch and ladies designs with rusching and feminine flair. Insulated bottles to keep hydrated all day long. Corporate wellness, HR and green initiatives drive this category. Color makes us want to use it. Gear bags with multiple compartments for tech and personal gear. We are on the go and bags are making a personal statement in younger and older demographics.
5. Pattern Trend Advant Pop Retail Influence: Bold patterns and high contrasting colors. Image realism and mixed media continues to trend Fitness Industry starting at footwear from smaller color growing into all over bright color, pattern, texture Corporate Branding Translation: Geometric pattern in color or texture used in smaller areas to accommodate solid background brand space Stripes in bold or narrow lines, piping or stripes of accent color or texture Hombre color transitions Tonal patterns Decoration with multiple media including mixed ink types matte, foil, puff ink for texture. Cap decoration mixed with full color imagery screened mixed with fabric patches and embroidery or laser etch Education notes: http://www.fashionsnoops.com/ReportPage/streetstyle/streetstyle/Main Avant Pop combines bright hues with abstract art, and bold prints with daring patterns. The expressive theme sees eye-popping visuals fuse with surrealist imagery, and experimentation in art and design presents unlikely juxtapositions. Asymmetric silhouettes and pop art faces are accentuated by jewel embellishments for a 3-dimensional appeal, while textured fabrics, bright colors, outlandish motifs and mixed media elements create a walking art gallery.
6. Artisanal Theme Retail Influence: Continued upsurge in quality and higher value and desirability to reflect going back to nature, a relaxed centeredness with modern style statement Hand crafted goods by regional artisans, USA Made Natural fabrics and earthy design elements incorporating florals and borders Wellbeing, Yoga, Spa, Career/Life Balance Farm to table and organic preference as a growing culture trend Eco concioius Corporate Branding Translation: Word Art, graphic topography allow for story telling and emotional loyalty Wood elements or wood look Natural products in spa and personal care items Prints on boarders of umbrellas, t-shirt decoration, padfolio, debossed for rich texture yet subtle story Reusable totes, bottles, packaging Education notes: There's an inherent sense of tradition and ritual in our Artisanal theme, as repeated geometric patterns and linear border designs create a majestic visual appeal. Rich, jewel-tones are infused with intricate florals, while lace, suede and jacquard fabrics help to evoke the elaborate nature of the trend. Texture becomes one of the most important qualities, and artisanal accents like fringing and embroidery create a luxurious look and feel.
7. Streamline Trend Retail Influence: Designs created to evoke sophistication using sleek lines, layers of fabric or components Clean silhouettes boarding on ultra modern Athletic influence Industrial strength and ease of care Corporate Branding Translation: Embracing Gray as the new black in light or deeper shades Color blocking in classic color combinations or tonal combination Streamline apparel, minimal detailing with focus on fabrics that layer and are easy to wear Matte finish, sheen vs high shine for contrast Subtle decoration using tone on tone, laser etch, heat transfer Education notes: A minimalist approach to design is defined in Streamline, where sophisticated, simple silhouettes create an ultra-modern appeal with a relaxed, athletic influence. Parachute nylon, mesh and foamy textures are colored with soft, muted tones, and are accentuated by transparent layers, contrast trims and industrial zippers. Cotton shirting and organza add further interest, while subtle styling creates a refined expression of the slick aesthetic.
8. Athleisure Style Retail Lifestyle Trend: Emotional branding to build loyalty. Adidas claims their brand values – authenticity, inspiration, honesty and commitment are derived from sport Heroism, ‘Do It’, ‘Take It’ brand messages – races and runs with obstacle courses, endurance and feats of strength Body conscious, emphasis on working out at the gym or on the streets Comfort + Performance demands. If not working out, we want that lifestyle connection and identity as we hit the town running or running errands From work to workout daily transitions using layers and color accents Cross Fit, hot yoga, extreme mindset training Corporate Branding Translation: Brand names more available in men's’ and ladies styles pairing decoration techniques that mimics the brand Gray, black and pops of color that follow the athletic footwear trends Layers and performance fabrics featuring wicking, heat management and sun protection Accessories, ear buds, workout / movement tracker bracelets and phone apps Gear bags, over sized totes and hydration bottles Education notes: The catch-all phrase for this new way of dressing is “athleisure.” Comfort, fashion and performance are all of equal importance to this look. Fabrics with a soft, cotton-like hand and performance features like moisture-wicking and anti-odor control have become highly sought after qualities when deciding what to buy. Athleisure is a new way of life that is emerging. It’s about activewear that goes from the gym to work and back again with ease.
9. Fashion Layers Retail Trends: Individualized creative style mixing up casual and formal garments. Acknowledgement of alternative transportation, fuel and contribution to change Casual, authentic, quality Men’s shave shops bring new emphasis on old school or elite services Technical fabrics, wearable technology Accessories, watches, cause bracelets Biking to work, around town / campus, bike rental transport within city Corporate Branding Translation: Urban transportation and lifestyle layers Color and Fabric variety in shirts and outer wear. Gray, blues, pop of color or pattern Lighter layers, chambray shirts added to denim look Closer body fit to allow for movement Gear bags for multiple tech items needed all day Outer wear with weatherproof, water proof Layering systems or self selected customization matching lifestyle needs
10. In closing let’s look at two questions: Why is fashion forecasting important for event and brand management? Being aware of upcoming trends in fashion, interiors and lifestyle help us in merchandise selections for the yearly change of seasons Looking ahead on the marketing calendar allows for customized unique one of a kind branded merchandise that sets a brand apart from the competitors Fresh selections create a sense of need to purchase, sell or use new merchandise Why should corporate branded merchandise acknowledge, embrace or align with retail and fashion trends? Recipients of branded merchandise are more likely to keep and use items that are retail relevant Increasing the number of views thereby reducing cost per view nets greater marketing ROI Being conscious of alignment with current and trending styles builds brand identity and customer loyalty Upcoming Trend reports powered by AIA Stay tuned for trend reports and blog posts focused on lifestyles, events and selling cycles
11. Thank you for your time