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FASHION FORESIGHT
HOW FASHION ILLUSTRATES THE WORLD’S
MOST PRESSING MEGA TRENDS
Any person, business or brand looking to understand – and lead – cultural shifts
can turn to the fashion industry as a bellwether. Fashion not only shapes culture, it
acts as a mirror to society, reflecting important cultural shifts that may otherwise
be imperceptible.
The fashion industry caters to early adopters and seeks inspiration from the
edges, where trends and cultural shifts start. It is acutely attuned to changes in
the zeitgeist as well as the ambient influences of the biggest global trends (i.e.
MegaTrends).
For these reasons, the fashion industry can be an effective instrument for gauging
change and a proxy for trendspotting of the highest order.
In this report, we’ll take a look at MegaTrends impacting life and society, illustrate
how they are manifesting within the fashion industry and translate what it means
for all brands.
After you’ve read this, the length of a hemline will take on entirely new meaning
and you will never view paisley the same. 
2
LEGEND CATEGORY
MacroTrend
= Detailed in this report
= Not detailed in this report
AGE/GENERATION
Longevity
Declining Birth Rates
Multi-Gen Households
New Masculinity
Power Woman
Blurred ID
GENDER/SEXUAL
ORIENTATION
Minority Majority
Mixed Children
Hyperculture
RACE/ETHNICITY
Income Gap
Wage Disparity
Liveable Wages
INCOME
Globalization
Urbanization
Shifting Soils
GEOGRAPHY
FAMILY/SOCIAL
SIngletons
Modern Family
Singularity
Moral Imperative
Provenance
Radical Transparency
IDEOLOGY
Kidult
Hack-Life
Analog/Digital
LIFESTYLE
Superhuman
Personalized Medicine
Citizen Doctor
HEALTH
Work Shift
Crowd Economy
Self-Made
INDUSTRY
SPIRITUALITY
Rise of the Nones
Ancient Wisdom
Oneness/Empathy
Warped Perception
Mashup/Appropriation
Tangible-Intangible
ART AESTHETICS
Rising Pollution
Climate Change
Sustainability
ENVIRONMENT
Questioning Capitalism
Jobless Growth
Entrepreneurship
ECONOMIC
Icon Toppling
Declining Freedom
Lack of Privacy
POLITICAL
SCIENCE
Phase States
Living Matter/Microbial
Magnetism
Data Divinity
Frictionless
Smart
TECHNOLOGY
MEGA TREND TABLE OF CONTENTS
New Semantics
Snack Media
Refreshed Classics
MEDIA/

COMMUNICATIONS
3
The great thing about fashion is
that it always looks forward.
Oscar de la Renta
4
Fashion Foresight: How Fashion Illustrates the World's Most Pressing Mega Trends
Source: Administration on Aging, 2015; NYTimes
1/2of all people worldwide live in a
country where the birth rate is
lower than the 2.1 babies required
to replace both parents.
72.1Molder persons in the U.S.
by 2030, more than twice
the number in 2000.
MEGATREND: LONGEVITY
THE AGING POPULATION IS BOOMING
AND BIRTH RATES ARE DECLINING
5
Along with the Dolce & Gabbana Fall/Winter 2015
fashion pictured here, hip, edgy fashion brands are
bringing back legends as their spokesmodels: Joan
Didion for Céline, Joni Mitchell for Saint Laurent, Neil
Young for Supreme and social media darling Baddie
Winkle for Dimepiece.
MEGATREND: LONGEVITY
BEAUTY STANDARDS ARE BEING REDEFINED
6
7
2XThe number of fathers who
are home with their kids has
doubled since 1989.
Source: Pew Research
MEGATREND: NEW MASCULINITY
GENDER NORMS AND ROLES ARE SHIFTING
7
8
Source: Business of Fashion, The Guardian
40%of hosiery sales in the UK Tights
store comes from men (aka
“Mantyhose”).
MEGATREND: NEW MASCULINITY
NEW GENDER NORMS GIVE MEN PERMISSION
TO BREAK FROM EXPECTATIONS
For over five years, the
growth of the menswear
market has outpaced
womenswear.
8
9
Source: She-conomy; Bureau of Labor Statistics; Forbes
85%of all brands purchased are
made by women.
70%of mothers with children under
18 are in the workforce.
$18
TRILLIONThe projected global income of
women by 2018.
MEGATREND: POWER WOMAN
WOMEN ARE A GLOBAL FORCE
9
10
Source: Forbes; NPD
$323Bspent by U.S. consumers on
apparel, footwear and accessories
in 2014, +$2B from 2013 can be
traced back to “Athleisure”.
Increasingly casual workplaces and
an economically-driven demand for
versatility from Millennials are
driving the “Athleisure” lifestyle.
WOMEN’S FASHION WILL BECOME AS
VERSATILE AND ENDURING AS ITS WEARERS
MEGATREND: POWER WOMAN
10
Culture must come to be perceived not
as an extra, as a form of “decoration”,
but as deeply useful. It can answer
political and even existential questions.
Miuccia Prada
11
12
Source: Administration on Aging, 2015
700,000transgender individuals in the U.S.
50+gender identities added
by Facebook in 2014.
MEGATREND: BLURRED ID
TRANSGENDERISM IS GAINING GLOBAL ACCEPTANCE
12
13
GENDER-NEUTRAL CLOTHING
LINES WILL FORCE RETAILERS
TO REIMAGINE STORE PLANS
UK retailer Selfridges & Co
created Agender, “a celebration of
fashion without definition
[designed to] explore and examine
shifting gender boundaries
through ground-breaking fashion,
music and design collaborations.”
MEGATREND: BLURRED ID
13
14
Source: U.S. Census; Pew
2043The projected year when the U.S.
population will no longer have a
caucasian majority.
MEGATREND: MINORITY MAJORITY
SHIFTING DEMOGRAPHICS WILL
END THE CAUCASIAN MAJORITY
15%of all new marriages in the U.S.
were between spouses of a
different race or ethnicity — more
than double the share in 1980.
14
15
The Christian Louboutin New Nudes
Collection shoes at Bergdorf
Goodman come in five shades, with
more shades already in the works.
MEGATREND: MINORITY MAJORITY
DESIGNERS WILL ACKNOWLEDGE
THE MANY SHADES OF NUDE
15
16
Source: Pew Research
85%of people in the UAE were foreign-
born – the highest of any country.
MEGATREND: HYPERCULTURE
THE INTERNET AND GLOBAL MIGRATION HAVE
MADE “FOREIGN” CULTURES ACCESSIBLE
45.8Mpeople living in the U.S. were born
in other countries.
16
Fashion often takes
inspiration from global
cultures. Though go too
far and you risk being
accused of appropriation.
MASH-UP FASHION TOWS THE LINE BETWEEN
INSPIRATION AND APPROPRIATION
MEGATREND: HYPERCULTURE
17
18
Source: Forbes
331XThe average CEO earns 331x times
more ($11.7M) than the average
employee ($35,293).
Companies with high wage gaps
are thought to be cannibalizing
their own consumer base, if
people that work for the company
can’t afford to buy the product.
THE INCOME GAP IS WIDENING
AT AN ALARMING RATE
MEGATREND: SQUEALING
18
19
Source: Fast Company; Tech Times
Retailers like 76<100 in Pittsburgh,
PA are creating pricing models
that allow women to pay a
percentage of the sales price in
alignment with salary inequalities.
MEGATREND: SQUEALING
INCOME DISPARITY WILL CREATE A GLUT
OF AFFORDABLE LUXURY ALONGSIDE
PRODUCT AND PRICING INNOVATION
19
New design innovation
uses technology to create
one pair of shoes with
multiple looks, creating
economic efficiency.
Fashion is not something that
exists in dresses only. Fashion
has to do with ideas, the way we
live, what is happening.
Coco Chanel
20
21
Source: National Geographic; Pew Research via Slate.
54%of kids in the U.S. are being
raised in nontraditional
families, including single
parents, cohabitating parents,
stepparents, or grandparents.
MEGATREND: MODERN FAMILY
SOCIETY IS REDEFINING THE FAMILY CONSTRUCT
21
22
Brands like Butchbaby & Co. are
creating “alternity” (play on maternity)
wear that is gender neutral.
MEGATREND: MODERN FAMILY
GENDER-NEUTRAL, ROLE-AGNOSTIC
APPAREL IS ON THE RISE
22
23
Source: AAFA;The Atlantic
98%of American fashion
is produced abroad.
111%The increase in active Pinterest
users in 2H2015, which helps fuel
the desire for consumption.
MEGATREND: GLOBALIZATION
GLOBALIZATION HAS CREATED A DEMAND
FOR FAST FASHION, OFTEN AT A COST
23
24
Brands like Fjallraven are creating
products from ethically-sourced, premium
materials that can be traced back to the
farms and fields where they originated.
MEGATREND: GLOBALIZATION
TRANSPARENCY AND SUSTAINABILITY
WILL RISE AS BRAND DIFFERENTIATORS
24
Source: Census Bureau; The Daily Mail
ADULTS ARE PROLONGING CHILDHOOD,
KIDS ARE GROWING UP FASTER
30%of American Millennials
live with a parent (up
from 23% in 2000).
77%of parents blame the web for
their children growing up
fast, and 70% of children
surf the web unsupervised.
25
MEGATREND: KIDULT
Source: Paper Magazine;
Brands Like Fendi, Moschino
and Anya Hindmarch are
incorporating playful
elements into their designs.
26
MEGATREND: KIDULT
LABELS ARE APPEALING TO
THE CAREFREE INNER-CHILD
“My goal is to be as close to a
five-year-old, or a four-year-old,
or a three-year-old, as possible.”
Kanye West, Paper Magazine
Science fiction has popularized
“mechs” to such a degree that there
is a growing sense of “prosthetic
pride” in external enhancements.
Exoskeletons will amplify human
strength and expand our physical
(and mental) capabilities.
HUMANS ARE AMPLIFYING THEIR
STRENGTH THROUGH EXOSKELETONS
27
MEGATREND: SUPERHUMAN
Many fashion designers are
partnering with tech
companies to create luxury
wearables, and playing with
emerging technologies like 3D
printing to experiment with
design inside a new medium.
Expect your clothing to do more
than make you look good:
embedded technology can read
biometrics and provide
feedback, bringing new
emotions, sensations, and
abilities to the wearer.
28
FASHION AND TECH WORLDS ARE COLLIDING,
RESULTING IN DESIGNER WEARABLES AND
TECH-ENHANCED APPAREL
MEGATREND: SUPERHUMAN
Source: Jeremiah Owyang; Crowd Companies
157KUber rides taken each day.
29
MEGATREND: CROWD ECONOMY
THE NEW ECONOMY IS COLLABORATIVE AND
CHALLENGES EXISTING HIERARCHIES
285Kitems funded on Indiegogo daily.
RETAIL IS LEVERAGING THE CROWD
ECONOMY TO ENHANCE DISTRIBUTION
247Kitems are sold on Etsy every day, giving
burgeoning designers a platform on
which to sell their wares.
Source: Tech Crunch
TechCrunch recently wrote about
luxury brands who were looking to
partner on-demand couriers and
drivers to offer same-day delivery.
30
MEGATREND: CROWD ECONOMY
“This...stuff'? Oh. Okay. I see. You think this has nothing to do with you. You go to your
closet and you select...I don't know...that lumpy blue sweater, for instance because you're
trying to tell the world that you take yourself too seriously to care about what you put on
your back. But what you don't know is that that sweater is not just blue, it's not turquoise.
It's not lapis. It's actually cerulean. And you're also blithely unaware of the fact that in
2002, Oscar de la Renta did a collection of cerulean gowns. And then I think it was Yves
Saint Laurent who showed cerulean military jackets? And then cerulean quickly showed
up in the collections of eight different designers. And then it filtered down through the
department stores and then trickled on down into some tragic Casual Corner where you,
no doubt, fished it out of some clearance bin. However, that blue represents millions of
dollars and countless jobs and it's sort of comical how you think that you've made a choice
that exempts you from the fashion industry when, in fact, you're wearing the sweater that
was selected for you by the people in this room from a pile of stuff.”
Miranda Priestly, The Devil Wears Prada
31
Source: Youtube, Facebook
28Mpeople on Facebook joined
the conversation about the
ice bucket challenge via
likes, shares, and comments.
32
MEGATREND: ONENESS/EMPATHY
THE INTERNET HAS DISSOLVED
BORDERS BETWEEN “US” AND “THEM”
4MThe approximate number of
video results for a YouTube
search of “ice bucket challenge”.
Fashion is a way to show
solidarity, from the cause-
specific ribbons worn on
lapels at red-carpet events
to the “I am Trayvon
Martin” hoodie.
75countries involved in the
#FashRev event held each
April. Consumers will no
longer disassociate what they
wear with who made it.
33
MEGATREND: ONENESS/EMPATHY
CONSUMERS USE FASHION AS A
TOOL TO TAKE A STAND
Climate Apartheid is the result of a
growing wealth disparity created by
those who have and don’t have
climate-controlled accommodations
for extreme weather created by
global warming.
34
MEGATREND: CLIMATE CHANGE
GLOBAL WARMING IS CREATING
A “CLIMATE APARTHEID”
Garment makers are proactively investing in alternatives to traditional cotton, including a more
drought-tolerant variety. Other alternative fibers include recycled polyester made from plastic
bottles, fiber grown from bacteria, and self-repairing adhesive that will make garments last longer.
Alternative fibers also help reduce emissions, giving manufacturing a cleaner carbon footprint –
something that’s increasingly important to consumers – without impacting costs.
Source: NPR 35
MEGATREND: CLIMATE CHANGE
SMART CLOTHING MAKERS ARE
INVESTING IN ALTERNATIVE MATERIALS
Source: Gallup
400Kbusiness are started in the U.S.
each year, however 470k fail.
36
MEGATREND: ENTREPRENEURSHIP
ENTREPRENEURSHIP IS GLAMORIZED IN
CULTURE, BUT IS NOT CREATING JOBS
The top countries where entrepreneurship
is thriving are Hungary, Denmark, Finland,
New Zealand, Sweden, Israel, and Italy.
The U.S. is ranked 12th.
Brands are going beyond their core
products to become talent
incubators – e.g. Converse is
pushing beyond footwear with the
global expansion of its Rubber
Tracks recording studio.
Source: Billboard 37
MEGATREND: ENTREPRENEURSHIP
BRANDS ARE BECOMING TALENT INCUBATORS,
ANGEL INVESTORS, AND COMMUNITY DEVELOPERS
There has never been more creative
freedom and potential, or more
opportunity to connect and learn. But
the pace of change also presents
challenges: feelings of fear, distrust
and uncertainty are pervasive.
Angela Ahrendts, Apple's SVP of Retail
38
Source: BRG; CIO
7.4The average number of hours
people spend looking at
screens in the U.S.
92%of people in the U.S. worry about
their online privacy, and 91% say
they would avoid companies that do
not protect users’ privacy.
39
MEGATREND: LACK OF PRIVACY
ALWAYS-ON CULTURE CREATES WORRY
AND MISTRUST AROUND PRIVACY
Source: BetaBrand; SaintChic; Wired
From anti-flash clothing that obfuscates
photography to visors to anti-drone
camouflage, fashion design, technology,
and trends are emerging to address
privacy concerns. Brands will need to be
transparent about their entire supply
chain and what data is collected and
shared in order to gain consumer trust.
40
MEGATREND: LACK OF PRIVACY
FASHION DESIGNS ARE EMERGING TO
HELP WEARERS MASK THEIR IDENTITY
Source: NutraIngrediants USA; Huffington Post
$2.4BGlobal sales of probiotics in
2014 were up 14.4% from 2013.
41
MEGATREND: LIVING MATTER/MICROBIAL
CONSUMERS ARE EMBRACING ANCIENT
WISDOM OF MICROBIAL ECOSYSTEMS
77The average South Korean eats 77lbs
of kimchi in a year, and the rest of the
world is catching on with an increased
interest in the health benefits of
fermented foods.
Source: Wired; Fast Company
Material innovations are taking many
forms. Designer Natsai Audrey
Chieza uses bacteria to create
inspired designs on silk scarves,
Freitag creates biodegradable jeans
from sustainable linen, and Scough
uses fabric that filters germs.
42
MEGATREND: LIVING MATTER /MICROBIAL
THE FASHION WORLD IS INNOVATING
MATERIALS WITH LIVING MATTER
Physical assistive devices are being replaced by gestures. Gestures are thought to
be more human and haptic than tapping and swiping. Other once-visible interfaces
are now disappearing into the background, while some physical objects are
emerging to enhance the once abstract.
43
MEGATREND: TANGIBLE-INTANGIBLE
GESTURES ARE REPLACING INTERACTIONS
WITH PHYSICAL DEVICES
Source: PSFK
With embedded technologies, apparel
can become a playful and expressive
communication tool. Some creative
uses include gaze-activated fabric
that lights up, biometric sensors that
reveal the wearer’s emotions, and
hangers in the store that offer the
advice previously provided by a
personal shopper.
44
MEGATREND: TANGIBLE-INTANGIBLE
GESTURE TECHNOLOGY IS INSPIRING
BOTH PRODUCT AND RETAIL INNOVATIONS
Emojis, gifs, and image macros are
the new language. Complex and
nuanced, people will use these
images and icons to creatively
express themselves with both
literal and implied meanings for
the reader to interpret. The same
visual can simultaneously convey
different messages depending on
the audience.
45
MEGATREND: NEW SEMANTICS
VISUAL COMMUNICATIONS
ARE REPLACING WORDS
Symbolism is prevalent in
streetwear brands like Hood
by Air and KTZ.
Emoji-infused fashion shows
how serious the industry is
about humor, even dubbing
the genre LOL-core.
Source:The Guardian 46
MEGATREND: NEW SEMANTICS
FASHION, PARTICULARLY STREETWEAR, IS
DRIVING ADOPTION OF NEW SEMANTICS
From Amazon’s On-Demand Drone Delivery
to smart-home devices that automatically
order household items when you’re running
low, services are emerging to make life in
general more frictionless.
47
MEGATREND: FRICTIONLESS
THE RISE OF ON-DEMAND PRODUCTS AND
SERVICES CONTINUES TO SHAKE UP INDUSTRIES
Tommy Hilfiger men's jacket. Designed
by Pvilion, a Brooklyn-based innovator
of flexible PV solar products – this one-
of-a-kind piece features a removable
solar pack that charges a battery to
keep your mobile devices working
while on-the-go. In direct sunlight, the
battery charges beyond the capacity of
most smartphones. 50% of all net
proceeds from this jacket support the
Fresh Air Fund.
48
MEGATREND: FRICTIONLESS
TECH-EMBEDDED CLOTHING SAVES
WEARERS TIME AND ENERGY
WHAT DOES THIS MEAN FOR BRANDS
OUTSIDE OF FASHION?
49
LEARNINGS FOR ALL BRANDS
All brands can learn to identify market changes and trends from cues within the fashion industry,
because the fashion industry is highly responsive to cultural shifts.
Business innovations often start in the fashion industry, and make their way into other industries.
The fashion industry not only shapes consumer behaviors, but holds up a mirror to it.
50
CULTURAL CHECKLIST FOR BRANDS
Speak to and reflect a diverse population – age, race, size, gender, etc.
Be sensitive to cultural appropriation.
Design for modularity and multi-purpose.
Radical transparency can build trust and earn loyalty.
Appeal to the consumer’s carefree inner child.
Invest in material innovation.
Open up your brand to invite in outside partners (open brand API).
Leverage, rather than compete with, the collaborative economy.
Create jobs and develop communities with angel investing and talent incubation.
Toss the legalese in your privacy policy.
Design for microbially balanced rather than germ-free.
Experiment with gesture-controlled experiences.
Understand where your brand can appropriately enter the visual conversation.
Make your consumer’s life more frictionless.
51
WANT TO APPLY MEGATREND
INSIGHTS TO YOUR BUSINESS?
We will continue to track MegaTrends, adding a global perspective from our Scout Network (now in
eleven countries) combined with international social listening. Stay tuned.
Reach out to us if you want to explore how to apply these learnings – and future MegaTrend
insights – to your business. We can package MegaTrend insights in a variety of formats, such as:
Customized “MegaTrend” reports, designed for sharing and educating
Immersive get-smart-fast-on-MegaTrends workshops
MegaTrend insights-to-applied-marketing round table discussions
Bi-weekly “MegaTrend Pulses” – sharable newsletters on MegaTrends and marketing
opportunities
52
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SOCIAL
AGENCY
PR AGENCY
DIGITAL
AGENCY
SEARCH
AGENCY
EVENT
MARKETING
AGENCY
ADVERTISING
AGENCY
AGENCY OF RELEVANCE
- Social & Cultural Listening
- Competitive Intelligence & War
Gaming
- Segment Analysis & Tracking
- Topic Deep Dives
- Event Tracking
- Issue Monitoring
- Real-time Burst identification
- Channel Analysis
- Content & Influencer Strategy
- Editorial & Cultural Calendars
- Macro Trend Identification &
Quantification
- Projecting Segments into the
Future (Consumers of the Future)
- Product, Service & Packaging
Development
- Business Model Design &
Reimagination
- Business Context Analysis
- Futurism
- Whitespace Identification
- Brand/Partner & Acquisition
Recommendations
- Pre-Planned (70/30) Content
Production - Online and Offline
- Real-time Content Production
- Real-Time Commerce
- Social Media Content (short and
long form) - posts, tweets, vines,
videos, blogs, etc.
- Community Management
- Influencer Outreach
- Channel Optimization & Fan Base
Development
- Analytics & Measurement
- Real-Time Media Amplification
CULTURAL STRATEGY AT THE CORE
CULTURAL
INTELLIGENCE
INNOVATION
CONTENT &
DISTRIBUTION
powered by
53
BRAND
54
55
FASHION SNOOPS + SPARKS & HONEY COLLABORATION
	
  	
  
sparks & honey (www.sparksandhoney.com) is a New York--based agency with a mission to
open minds and create possibilities for brands in the now, next, and future. Employing a
disruptive marketing platform and cultural newsroom model, sparks & honey uses
a unique combination of tools, algorithms, and human insights to identify emerging cultural
trends and engage brands in relevant and meaningful conversations. sparks & honey leverages
this proprietary cultural intelligence system to deliver services in three areas for brands –
innovation, cultural insights, and content.
Fashion Snoops (www.fashionsnoops.com) is a leader in fashion trend tracking and forecasting.
Its team of 50 experts and 100 international contributors covers and reports on the latest in
apparel, accessories, beauty, home décor, culture, and more. If something is happening in the
world of fashion, Fashion Snoops is there. In addition to its subscription-based online tracking
and creative platform, Fashion Snoops partners with clients to help them develop innovative new
products, ideas, and strategies that are culturally relevant and grounded in the client’s brand
values.
Fashion Foresight is a collaboration between sparks & honey and Fashion Snoops, who came
together to create a complete view of the state of fashion as a reflection and driver of culture.
56
57
CULTURAL STRATEGY
We use 24/7 cultural intelligence to identify
trends and territories attuned to brand DNA. 
• Cultural Tension and White Space Mapping  
• Collaborative Workshops
• Organizational Design
• Tailored Culture Operating Systems
57
SPARKS & HONEY OFFERINGS
OPEN RESEARCH
We are always on, tracking signals and establishing cultural
context in a collaborative and agile environment. 
• Cultural Listening
• Trend Analytics
• Research Entertainment
• Open Research Platforms
CONTENT & BRAND
EXPERIENCE
We create branded content and storytelling experiences
that conquer new territories.
• Editorial & Content Strategy
• Social Marketing
• Future-Focused Brand Experiences
• Collaborative Executions with Persons of Interest
INNOVATION
We partner with people and organizations to promote curiosity
and drive innovation, leading to new business models, next
generation products, and groundbreaking ideas. 
• Incubator Design, Startup Matchmaking, Startup Incubation
• Expert Forums
Fashion Foresight: How Fashion Illustrates the World's Most Pressing Mega Trends
Sign up on our website to receive updates and future reports:
www.sparksandhoney.com
For more information:
212.894.5100
info@sparksandhoney.com
@sparksandhoney
facebook.com/sparksandhoney
58
IMAGE SOURCES
59
Page 1: Photo by Michael Mandiberg, Yigal Azrouel Fashion Show at Eyebeam, Sept 5th, 2008.
Page 2: Photo by Purple Crow, "Satiny Pooled Fabric", September 13, 2006.
Page 5: Photo by Vinoth Chandar, "The Beauty of Old Age", March 5, 2013.
Page 6: Photo courtesy of Dolce & Gabbana, all rights reserved.
Page 7: Photo by BlueOrange Studio, all rights resereved.
Page 8: Photo courtesy of Gucci, all rights reserved.
Page 9: Photo by Julian Fong, "Wonder Woman", November 16, 2010.
Page 10: Photo courtesy of Christian Dior, all rights reserved.
Page 12: Photo by Natasha Kramskaya, "Rainbow flag, sun, wind, and blue sky".
Page 13: Photo courtesy of Selfridges, all rights reserved.
Page 14: Photo by Carnaval King 08, "Sayulita", July 15, 2008.
Page 15: Photo courtesy of Christian Louboutin, all rights reserved.
Page 16: Photo by poolie, "Dominik S. Worldwide", September 23, 2012.
Page 17: Photo courtesy of Fashion Snoops.
Page 18: Photo by Coco Curranski, "Front Runners", November 18, 2011.
Page 19: Photo courtesy of Sandro, all rights reserved.
Page 21: Photo by Mike Slichenmyer, "One Happy Family", June 30, 2007.
Page 22: Photo courtesy of Butchbaby & Co., all rights reserved.
Page 23: Photo by Solidarity Center/Sifat Sharmin Amita, Rana Plaza rally, April 24, 2014.
Page 24: Photo courtesy of Fjallraven, all rights reserved.
Page 25: Photo by Todd Huffman, "Settlers of Catan Party Crew", September 1, 2007.
Page 26: Photo courtesy of Fashion Snoops.
Page 27: Photo by Ekso Bionics, Bionic Exoskeleton, September 27, 2011.
Page 28: Photo by Maurizio Pesce, "XYZprinting inBloom Dress 3D Printed Outfit", January 7, 2015.
Page 29: Courtesy of Jeremiah Owyang.
Page 30: Photo by Kamyar Adl, "Express Delivery", April 5, 2007.
Page 32: Photo by Angelin Song, "Ice bucket challenge lol", June 1, 2015.
Page 33: Photo courtesy of Fashion Revolution, all rights reserved.
Page 34: Photo by Tim J Keegan, "Lake Hume at 4% - 6531", February 2, 2007.
Page 35: Photo by Gloria Cabada-Leman, "Cotton", October 18, 2011.
Page 36: Photo by eren {sea+prairie}, "fresh", August 20, 2010.
Page 37: Photo by fr4dd, "studio0035", November 4, 2013.
Page 39: Photo by jseliger2, "cell phone zombies-1215", April 18, 2014.
Page 40: Photo by Leland Francisco, "mask", September 22, 2011.
Page 41: Photo by Jeremy Keith, "Kimchee", April 15, 2008.
Page 42: Photo by Freitag, all rights reserved.
Page 43: Photo by Intel Free Press, "Hand Gesture Controls on an Ultrabook", September 13, 2012.
Page 44: Photo courtesy of Sangli Li, "Sangli Li - Expressive Wearable", 2015, all rights reserved.
Page 45: Photo by The All-Nite Images, "A (Snowy) Day In New York", December 14, 2013.
Page 46: Photo courtesy of Fashion Snoops.
Page 47: Photo by Don McCullough, "Drone and Moon", April 22, 2013.
Page 48: Photo courtesy of Tommy Hilfiger/Pvilion, all rights reserved.

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Fashion Foresight: How Fashion Illustrates the World's Most Pressing Mega Trends

  • 1. FASHION FORESIGHT HOW FASHION ILLUSTRATES THE WORLD’S MOST PRESSING MEGA TRENDS
  • 2. Any person, business or brand looking to understand – and lead – cultural shifts can turn to the fashion industry as a bellwether. Fashion not only shapes culture, it acts as a mirror to society, reflecting important cultural shifts that may otherwise be imperceptible. The fashion industry caters to early adopters and seeks inspiration from the edges, where trends and cultural shifts start. It is acutely attuned to changes in the zeitgeist as well as the ambient influences of the biggest global trends (i.e. MegaTrends). For these reasons, the fashion industry can be an effective instrument for gauging change and a proxy for trendspotting of the highest order. In this report, we’ll take a look at MegaTrends impacting life and society, illustrate how they are manifesting within the fashion industry and translate what it means for all brands. After you’ve read this, the length of a hemline will take on entirely new meaning and you will never view paisley the same.  2
  • 3. LEGEND CATEGORY MacroTrend = Detailed in this report = Not detailed in this report AGE/GENERATION Longevity Declining Birth Rates Multi-Gen Households New Masculinity Power Woman Blurred ID GENDER/SEXUAL ORIENTATION Minority Majority Mixed Children Hyperculture RACE/ETHNICITY Income Gap Wage Disparity Liveable Wages INCOME Globalization Urbanization Shifting Soils GEOGRAPHY FAMILY/SOCIAL SIngletons Modern Family Singularity Moral Imperative Provenance Radical Transparency IDEOLOGY Kidult Hack-Life Analog/Digital LIFESTYLE Superhuman Personalized Medicine Citizen Doctor HEALTH Work Shift Crowd Economy Self-Made INDUSTRY SPIRITUALITY Rise of the Nones Ancient Wisdom Oneness/Empathy Warped Perception Mashup/Appropriation Tangible-Intangible ART AESTHETICS Rising Pollution Climate Change Sustainability ENVIRONMENT Questioning Capitalism Jobless Growth Entrepreneurship ECONOMIC Icon Toppling Declining Freedom Lack of Privacy POLITICAL SCIENCE Phase States Living Matter/Microbial Magnetism Data Divinity Frictionless Smart TECHNOLOGY MEGA TREND TABLE OF CONTENTS New Semantics Snack Media Refreshed Classics MEDIA/
 COMMUNICATIONS 3
  • 4. The great thing about fashion is that it always looks forward. Oscar de la Renta 4
  • 6. Source: Administration on Aging, 2015; NYTimes 1/2of all people worldwide live in a country where the birth rate is lower than the 2.1 babies required to replace both parents. 72.1Molder persons in the U.S. by 2030, more than twice the number in 2000. MEGATREND: LONGEVITY THE AGING POPULATION IS BOOMING AND BIRTH RATES ARE DECLINING 5
  • 7. Along with the Dolce & Gabbana Fall/Winter 2015 fashion pictured here, hip, edgy fashion brands are bringing back legends as their spokesmodels: Joan Didion for Céline, Joni Mitchell for Saint Laurent, Neil Young for Supreme and social media darling Baddie Winkle for Dimepiece. MEGATREND: LONGEVITY BEAUTY STANDARDS ARE BEING REDEFINED 6
  • 8. 7 2XThe number of fathers who are home with their kids has doubled since 1989. Source: Pew Research MEGATREND: NEW MASCULINITY GENDER NORMS AND ROLES ARE SHIFTING 7
  • 9. 8 Source: Business of Fashion, The Guardian 40%of hosiery sales in the UK Tights store comes from men (aka “Mantyhose”). MEGATREND: NEW MASCULINITY NEW GENDER NORMS GIVE MEN PERMISSION TO BREAK FROM EXPECTATIONS For over five years, the growth of the menswear market has outpaced womenswear. 8
  • 10. 9 Source: She-conomy; Bureau of Labor Statistics; Forbes 85%of all brands purchased are made by women. 70%of mothers with children under 18 are in the workforce. $18 TRILLIONThe projected global income of women by 2018. MEGATREND: POWER WOMAN WOMEN ARE A GLOBAL FORCE 9
  • 11. 10 Source: Forbes; NPD $323Bspent by U.S. consumers on apparel, footwear and accessories in 2014, +$2B from 2013 can be traced back to “Athleisure”. Increasingly casual workplaces and an economically-driven demand for versatility from Millennials are driving the “Athleisure” lifestyle. WOMEN’S FASHION WILL BECOME AS VERSATILE AND ENDURING AS ITS WEARERS MEGATREND: POWER WOMAN 10
  • 12. Culture must come to be perceived not as an extra, as a form of “decoration”, but as deeply useful. It can answer political and even existential questions. Miuccia Prada 11
  • 13. 12 Source: Administration on Aging, 2015 700,000transgender individuals in the U.S. 50+gender identities added by Facebook in 2014. MEGATREND: BLURRED ID TRANSGENDERISM IS GAINING GLOBAL ACCEPTANCE 12
  • 14. 13 GENDER-NEUTRAL CLOTHING LINES WILL FORCE RETAILERS TO REIMAGINE STORE PLANS UK retailer Selfridges & Co created Agender, “a celebration of fashion without definition [designed to] explore and examine shifting gender boundaries through ground-breaking fashion, music and design collaborations.” MEGATREND: BLURRED ID 13
  • 15. 14 Source: U.S. Census; Pew 2043The projected year when the U.S. population will no longer have a caucasian majority. MEGATREND: MINORITY MAJORITY SHIFTING DEMOGRAPHICS WILL END THE CAUCASIAN MAJORITY 15%of all new marriages in the U.S. were between spouses of a different race or ethnicity — more than double the share in 1980. 14
  • 16. 15 The Christian Louboutin New Nudes Collection shoes at Bergdorf Goodman come in five shades, with more shades already in the works. MEGATREND: MINORITY MAJORITY DESIGNERS WILL ACKNOWLEDGE THE MANY SHADES OF NUDE 15
  • 17. 16 Source: Pew Research 85%of people in the UAE were foreign- born – the highest of any country. MEGATREND: HYPERCULTURE THE INTERNET AND GLOBAL MIGRATION HAVE MADE “FOREIGN” CULTURES ACCESSIBLE 45.8Mpeople living in the U.S. were born in other countries. 16
  • 18. Fashion often takes inspiration from global cultures. Though go too far and you risk being accused of appropriation. MASH-UP FASHION TOWS THE LINE BETWEEN INSPIRATION AND APPROPRIATION MEGATREND: HYPERCULTURE 17
  • 19. 18 Source: Forbes 331XThe average CEO earns 331x times more ($11.7M) than the average employee ($35,293). Companies with high wage gaps are thought to be cannibalizing their own consumer base, if people that work for the company can’t afford to buy the product. THE INCOME GAP IS WIDENING AT AN ALARMING RATE MEGATREND: SQUEALING 18
  • 20. 19 Source: Fast Company; Tech Times Retailers like 76<100 in Pittsburgh, PA are creating pricing models that allow women to pay a percentage of the sales price in alignment with salary inequalities. MEGATREND: SQUEALING INCOME DISPARITY WILL CREATE A GLUT OF AFFORDABLE LUXURY ALONGSIDE PRODUCT AND PRICING INNOVATION 19 New design innovation uses technology to create one pair of shoes with multiple looks, creating economic efficiency.
  • 21. Fashion is not something that exists in dresses only. Fashion has to do with ideas, the way we live, what is happening. Coco Chanel 20
  • 22. 21 Source: National Geographic; Pew Research via Slate. 54%of kids in the U.S. are being raised in nontraditional families, including single parents, cohabitating parents, stepparents, or grandparents. MEGATREND: MODERN FAMILY SOCIETY IS REDEFINING THE FAMILY CONSTRUCT 21
  • 23. 22 Brands like Butchbaby & Co. are creating “alternity” (play on maternity) wear that is gender neutral. MEGATREND: MODERN FAMILY GENDER-NEUTRAL, ROLE-AGNOSTIC APPAREL IS ON THE RISE 22
  • 24. 23 Source: AAFA;The Atlantic 98%of American fashion is produced abroad. 111%The increase in active Pinterest users in 2H2015, which helps fuel the desire for consumption. MEGATREND: GLOBALIZATION GLOBALIZATION HAS CREATED A DEMAND FOR FAST FASHION, OFTEN AT A COST 23
  • 25. 24 Brands like Fjallraven are creating products from ethically-sourced, premium materials that can be traced back to the farms and fields where they originated. MEGATREND: GLOBALIZATION TRANSPARENCY AND SUSTAINABILITY WILL RISE AS BRAND DIFFERENTIATORS 24
  • 26. Source: Census Bureau; The Daily Mail ADULTS ARE PROLONGING CHILDHOOD, KIDS ARE GROWING UP FASTER 30%of American Millennials live with a parent (up from 23% in 2000). 77%of parents blame the web for their children growing up fast, and 70% of children surf the web unsupervised. 25 MEGATREND: KIDULT
  • 27. Source: Paper Magazine; Brands Like Fendi, Moschino and Anya Hindmarch are incorporating playful elements into their designs. 26 MEGATREND: KIDULT LABELS ARE APPEALING TO THE CAREFREE INNER-CHILD “My goal is to be as close to a five-year-old, or a four-year-old, or a three-year-old, as possible.” Kanye West, Paper Magazine
  • 28. Science fiction has popularized “mechs” to such a degree that there is a growing sense of “prosthetic pride” in external enhancements. Exoskeletons will amplify human strength and expand our physical (and mental) capabilities. HUMANS ARE AMPLIFYING THEIR STRENGTH THROUGH EXOSKELETONS 27 MEGATREND: SUPERHUMAN
  • 29. Many fashion designers are partnering with tech companies to create luxury wearables, and playing with emerging technologies like 3D printing to experiment with design inside a new medium. Expect your clothing to do more than make you look good: embedded technology can read biometrics and provide feedback, bringing new emotions, sensations, and abilities to the wearer. 28 FASHION AND TECH WORLDS ARE COLLIDING, RESULTING IN DESIGNER WEARABLES AND TECH-ENHANCED APPAREL MEGATREND: SUPERHUMAN
  • 30. Source: Jeremiah Owyang; Crowd Companies 157KUber rides taken each day. 29 MEGATREND: CROWD ECONOMY THE NEW ECONOMY IS COLLABORATIVE AND CHALLENGES EXISTING HIERARCHIES 285Kitems funded on Indiegogo daily.
  • 31. RETAIL IS LEVERAGING THE CROWD ECONOMY TO ENHANCE DISTRIBUTION 247Kitems are sold on Etsy every day, giving burgeoning designers a platform on which to sell their wares. Source: Tech Crunch TechCrunch recently wrote about luxury brands who were looking to partner on-demand couriers and drivers to offer same-day delivery. 30 MEGATREND: CROWD ECONOMY
  • 32. “This...stuff'? Oh. Okay. I see. You think this has nothing to do with you. You go to your closet and you select...I don't know...that lumpy blue sweater, for instance because you're trying to tell the world that you take yourself too seriously to care about what you put on your back. But what you don't know is that that sweater is not just blue, it's not turquoise. It's not lapis. It's actually cerulean. And you're also blithely unaware of the fact that in 2002, Oscar de la Renta did a collection of cerulean gowns. And then I think it was Yves Saint Laurent who showed cerulean military jackets? And then cerulean quickly showed up in the collections of eight different designers. And then it filtered down through the department stores and then trickled on down into some tragic Casual Corner where you, no doubt, fished it out of some clearance bin. However, that blue represents millions of dollars and countless jobs and it's sort of comical how you think that you've made a choice that exempts you from the fashion industry when, in fact, you're wearing the sweater that was selected for you by the people in this room from a pile of stuff.” Miranda Priestly, The Devil Wears Prada 31
  • 33. Source: Youtube, Facebook 28Mpeople on Facebook joined the conversation about the ice bucket challenge via likes, shares, and comments. 32 MEGATREND: ONENESS/EMPATHY THE INTERNET HAS DISSOLVED BORDERS BETWEEN “US” AND “THEM” 4MThe approximate number of video results for a YouTube search of “ice bucket challenge”.
  • 34. Fashion is a way to show solidarity, from the cause- specific ribbons worn on lapels at red-carpet events to the “I am Trayvon Martin” hoodie. 75countries involved in the #FashRev event held each April. Consumers will no longer disassociate what they wear with who made it. 33 MEGATREND: ONENESS/EMPATHY CONSUMERS USE FASHION AS A TOOL TO TAKE A STAND
  • 35. Climate Apartheid is the result of a growing wealth disparity created by those who have and don’t have climate-controlled accommodations for extreme weather created by global warming. 34 MEGATREND: CLIMATE CHANGE GLOBAL WARMING IS CREATING A “CLIMATE APARTHEID”
  • 36. Garment makers are proactively investing in alternatives to traditional cotton, including a more drought-tolerant variety. Other alternative fibers include recycled polyester made from plastic bottles, fiber grown from bacteria, and self-repairing adhesive that will make garments last longer. Alternative fibers also help reduce emissions, giving manufacturing a cleaner carbon footprint – something that’s increasingly important to consumers – without impacting costs. Source: NPR 35 MEGATREND: CLIMATE CHANGE SMART CLOTHING MAKERS ARE INVESTING IN ALTERNATIVE MATERIALS
  • 37. Source: Gallup 400Kbusiness are started in the U.S. each year, however 470k fail. 36 MEGATREND: ENTREPRENEURSHIP ENTREPRENEURSHIP IS GLAMORIZED IN CULTURE, BUT IS NOT CREATING JOBS The top countries where entrepreneurship is thriving are Hungary, Denmark, Finland, New Zealand, Sweden, Israel, and Italy. The U.S. is ranked 12th.
  • 38. Brands are going beyond their core products to become talent incubators – e.g. Converse is pushing beyond footwear with the global expansion of its Rubber Tracks recording studio. Source: Billboard 37 MEGATREND: ENTREPRENEURSHIP BRANDS ARE BECOMING TALENT INCUBATORS, ANGEL INVESTORS, AND COMMUNITY DEVELOPERS
  • 39. There has never been more creative freedom and potential, or more opportunity to connect and learn. But the pace of change also presents challenges: feelings of fear, distrust and uncertainty are pervasive. Angela Ahrendts, Apple's SVP of Retail 38
  • 40. Source: BRG; CIO 7.4The average number of hours people spend looking at screens in the U.S. 92%of people in the U.S. worry about their online privacy, and 91% say they would avoid companies that do not protect users’ privacy. 39 MEGATREND: LACK OF PRIVACY ALWAYS-ON CULTURE CREATES WORRY AND MISTRUST AROUND PRIVACY
  • 41. Source: BetaBrand; SaintChic; Wired From anti-flash clothing that obfuscates photography to visors to anti-drone camouflage, fashion design, technology, and trends are emerging to address privacy concerns. Brands will need to be transparent about their entire supply chain and what data is collected and shared in order to gain consumer trust. 40 MEGATREND: LACK OF PRIVACY FASHION DESIGNS ARE EMERGING TO HELP WEARERS MASK THEIR IDENTITY
  • 42. Source: NutraIngrediants USA; Huffington Post $2.4BGlobal sales of probiotics in 2014 were up 14.4% from 2013. 41 MEGATREND: LIVING MATTER/MICROBIAL CONSUMERS ARE EMBRACING ANCIENT WISDOM OF MICROBIAL ECOSYSTEMS 77The average South Korean eats 77lbs of kimchi in a year, and the rest of the world is catching on with an increased interest in the health benefits of fermented foods.
  • 43. Source: Wired; Fast Company Material innovations are taking many forms. Designer Natsai Audrey Chieza uses bacteria to create inspired designs on silk scarves, Freitag creates biodegradable jeans from sustainable linen, and Scough uses fabric that filters germs. 42 MEGATREND: LIVING MATTER /MICROBIAL THE FASHION WORLD IS INNOVATING MATERIALS WITH LIVING MATTER
  • 44. Physical assistive devices are being replaced by gestures. Gestures are thought to be more human and haptic than tapping and swiping. Other once-visible interfaces are now disappearing into the background, while some physical objects are emerging to enhance the once abstract. 43 MEGATREND: TANGIBLE-INTANGIBLE GESTURES ARE REPLACING INTERACTIONS WITH PHYSICAL DEVICES
  • 45. Source: PSFK With embedded technologies, apparel can become a playful and expressive communication tool. Some creative uses include gaze-activated fabric that lights up, biometric sensors that reveal the wearer’s emotions, and hangers in the store that offer the advice previously provided by a personal shopper. 44 MEGATREND: TANGIBLE-INTANGIBLE GESTURE TECHNOLOGY IS INSPIRING BOTH PRODUCT AND RETAIL INNOVATIONS
  • 46. Emojis, gifs, and image macros are the new language. Complex and nuanced, people will use these images and icons to creatively express themselves with both literal and implied meanings for the reader to interpret. The same visual can simultaneously convey different messages depending on the audience. 45 MEGATREND: NEW SEMANTICS VISUAL COMMUNICATIONS ARE REPLACING WORDS
  • 47. Symbolism is prevalent in streetwear brands like Hood by Air and KTZ. Emoji-infused fashion shows how serious the industry is about humor, even dubbing the genre LOL-core. Source:The Guardian 46 MEGATREND: NEW SEMANTICS FASHION, PARTICULARLY STREETWEAR, IS DRIVING ADOPTION OF NEW SEMANTICS
  • 48. From Amazon’s On-Demand Drone Delivery to smart-home devices that automatically order household items when you’re running low, services are emerging to make life in general more frictionless. 47 MEGATREND: FRICTIONLESS THE RISE OF ON-DEMAND PRODUCTS AND SERVICES CONTINUES TO SHAKE UP INDUSTRIES
  • 49. Tommy Hilfiger men's jacket. Designed by Pvilion, a Brooklyn-based innovator of flexible PV solar products – this one- of-a-kind piece features a removable solar pack that charges a battery to keep your mobile devices working while on-the-go. In direct sunlight, the battery charges beyond the capacity of most smartphones. 50% of all net proceeds from this jacket support the Fresh Air Fund. 48 MEGATREND: FRICTIONLESS TECH-EMBEDDED CLOTHING SAVES WEARERS TIME AND ENERGY
  • 50. WHAT DOES THIS MEAN FOR BRANDS OUTSIDE OF FASHION? 49
  • 51. LEARNINGS FOR ALL BRANDS All brands can learn to identify market changes and trends from cues within the fashion industry, because the fashion industry is highly responsive to cultural shifts. Business innovations often start in the fashion industry, and make their way into other industries. The fashion industry not only shapes consumer behaviors, but holds up a mirror to it. 50
  • 52. CULTURAL CHECKLIST FOR BRANDS Speak to and reflect a diverse population – age, race, size, gender, etc. Be sensitive to cultural appropriation. Design for modularity and multi-purpose. Radical transparency can build trust and earn loyalty. Appeal to the consumer’s carefree inner child. Invest in material innovation. Open up your brand to invite in outside partners (open brand API). Leverage, rather than compete with, the collaborative economy. Create jobs and develop communities with angel investing and talent incubation. Toss the legalese in your privacy policy. Design for microbially balanced rather than germ-free. Experiment with gesture-controlled experiences. Understand where your brand can appropriately enter the visual conversation. Make your consumer’s life more frictionless. 51
  • 53. WANT TO APPLY MEGATREND INSIGHTS TO YOUR BUSINESS? We will continue to track MegaTrends, adding a global perspective from our Scout Network (now in eleven countries) combined with international social listening. Stay tuned. Reach out to us if you want to explore how to apply these learnings – and future MegaTrend insights – to your business. We can package MegaTrend insights in a variety of formats, such as: Customized “MegaTrend” reports, designed for sharing and educating Immersive get-smart-fast-on-MegaTrends workshops MegaTrend insights-to-applied-marketing round table discussions Bi-weekly “MegaTrend Pulses” – sharable newsletters on MegaTrends and marketing opportunities 52
  • 54. 53 SOCIAL AGENCY PR AGENCY DIGITAL AGENCY SEARCH AGENCY EVENT MARKETING AGENCY ADVERTISING AGENCY AGENCY OF RELEVANCE - Social & Cultural Listening - Competitive Intelligence & War Gaming - Segment Analysis & Tracking - Topic Deep Dives - Event Tracking - Issue Monitoring - Real-time Burst identification - Channel Analysis - Content & Influencer Strategy - Editorial & Cultural Calendars - Macro Trend Identification & Quantification - Projecting Segments into the Future (Consumers of the Future) - Product, Service & Packaging Development - Business Model Design & Reimagination - Business Context Analysis - Futurism - Whitespace Identification - Brand/Partner & Acquisition Recommendations - Pre-Planned (70/30) Content Production - Online and Offline - Real-time Content Production - Real-Time Commerce - Social Media Content (short and long form) - posts, tweets, vines, videos, blogs, etc. - Community Management - Influencer Outreach - Channel Optimization & Fan Base Development - Analytics & Measurement - Real-Time Media Amplification CULTURAL STRATEGY AT THE CORE CULTURAL INTELLIGENCE INNOVATION CONTENT & DISTRIBUTION powered by 53 BRAND
  • 55. 54
  • 56. 55
  • 57. FASHION SNOOPS + SPARKS & HONEY COLLABORATION     sparks & honey (www.sparksandhoney.com) is a New York--based agency with a mission to open minds and create possibilities for brands in the now, next, and future. Employing a disruptive marketing platform and cultural newsroom model, sparks & honey uses a unique combination of tools, algorithms, and human insights to identify emerging cultural trends and engage brands in relevant and meaningful conversations. sparks & honey leverages this proprietary cultural intelligence system to deliver services in three areas for brands – innovation, cultural insights, and content. Fashion Snoops (www.fashionsnoops.com) is a leader in fashion trend tracking and forecasting. Its team of 50 experts and 100 international contributors covers and reports on the latest in apparel, accessories, beauty, home décor, culture, and more. If something is happening in the world of fashion, Fashion Snoops is there. In addition to its subscription-based online tracking and creative platform, Fashion Snoops partners with clients to help them develop innovative new products, ideas, and strategies that are culturally relevant and grounded in the client’s brand values. Fashion Foresight is a collaboration between sparks & honey and Fashion Snoops, who came together to create a complete view of the state of fashion as a reflection and driver of culture. 56
  • 58. 57 CULTURAL STRATEGY We use 24/7 cultural intelligence to identify trends and territories attuned to brand DNA.  • Cultural Tension and White Space Mapping   • Collaborative Workshops • Organizational Design • Tailored Culture Operating Systems 57 SPARKS & HONEY OFFERINGS OPEN RESEARCH We are always on, tracking signals and establishing cultural context in a collaborative and agile environment.  • Cultural Listening • Trend Analytics • Research Entertainment • Open Research Platforms CONTENT & BRAND EXPERIENCE We create branded content and storytelling experiences that conquer new territories. • Editorial & Content Strategy • Social Marketing • Future-Focused Brand Experiences • Collaborative Executions with Persons of Interest INNOVATION We partner with people and organizations to promote curiosity and drive innovation, leading to new business models, next generation products, and groundbreaking ideas.  • Incubator Design, Startup Matchmaking, Startup Incubation • Expert Forums
  • 60. Sign up on our website to receive updates and future reports: www.sparksandhoney.com For more information: 212.894.5100 info@sparksandhoney.com @sparksandhoney facebook.com/sparksandhoney 58
  • 61. IMAGE SOURCES 59 Page 1: Photo by Michael Mandiberg, Yigal Azrouel Fashion Show at Eyebeam, Sept 5th, 2008. Page 2: Photo by Purple Crow, "Satiny Pooled Fabric", September 13, 2006. Page 5: Photo by Vinoth Chandar, "The Beauty of Old Age", March 5, 2013. Page 6: Photo courtesy of Dolce & Gabbana, all rights reserved. Page 7: Photo by BlueOrange Studio, all rights resereved. Page 8: Photo courtesy of Gucci, all rights reserved. Page 9: Photo by Julian Fong, "Wonder Woman", November 16, 2010. Page 10: Photo courtesy of Christian Dior, all rights reserved. Page 12: Photo by Natasha Kramskaya, "Rainbow flag, sun, wind, and blue sky". Page 13: Photo courtesy of Selfridges, all rights reserved. Page 14: Photo by Carnaval King 08, "Sayulita", July 15, 2008. Page 15: Photo courtesy of Christian Louboutin, all rights reserved. Page 16: Photo by poolie, "Dominik S. Worldwide", September 23, 2012. Page 17: Photo courtesy of Fashion Snoops. Page 18: Photo by Coco Curranski, "Front Runners", November 18, 2011. Page 19: Photo courtesy of Sandro, all rights reserved. Page 21: Photo by Mike Slichenmyer, "One Happy Family", June 30, 2007. Page 22: Photo courtesy of Butchbaby & Co., all rights reserved. Page 23: Photo by Solidarity Center/Sifat Sharmin Amita, Rana Plaza rally, April 24, 2014. Page 24: Photo courtesy of Fjallraven, all rights reserved. Page 25: Photo by Todd Huffman, "Settlers of Catan Party Crew", September 1, 2007. Page 26: Photo courtesy of Fashion Snoops. Page 27: Photo by Ekso Bionics, Bionic Exoskeleton, September 27, 2011. Page 28: Photo by Maurizio Pesce, "XYZprinting inBloom Dress 3D Printed Outfit", January 7, 2015. Page 29: Courtesy of Jeremiah Owyang. Page 30: Photo by Kamyar Adl, "Express Delivery", April 5, 2007. Page 32: Photo by Angelin Song, "Ice bucket challenge lol", June 1, 2015. Page 33: Photo courtesy of Fashion Revolution, all rights reserved. Page 34: Photo by Tim J Keegan, "Lake Hume at 4% - 6531", February 2, 2007. Page 35: Photo by Gloria Cabada-Leman, "Cotton", October 18, 2011. Page 36: Photo by eren {sea+prairie}, "fresh", August 20, 2010. Page 37: Photo by fr4dd, "studio0035", November 4, 2013. Page 39: Photo by jseliger2, "cell phone zombies-1215", April 18, 2014. Page 40: Photo by Leland Francisco, "mask", September 22, 2011. Page 41: Photo by Jeremy Keith, "Kimchee", April 15, 2008. Page 42: Photo by Freitag, all rights reserved. Page 43: Photo by Intel Free Press, "Hand Gesture Controls on an Ultrabook", September 13, 2012. Page 44: Photo courtesy of Sangli Li, "Sangli Li - Expressive Wearable", 2015, all rights reserved. Page 45: Photo by The All-Nite Images, "A (Snowy) Day In New York", December 14, 2013. Page 46: Photo courtesy of Fashion Snoops. Page 47: Photo by Don McCullough, "Drone and Moon", April 22, 2013. Page 48: Photo courtesy of Tommy Hilfiger/Pvilion, all rights reserved.