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WGSN global trends

…expect the unexpected…


This week in Melbourne I attended the WGSN Global Trends Analysis for an “in-depth look at what trends will guide fashion and retail in coming seasons…”

The WGSN website suggests they’re the worldwide leader in fashion trend forecasting – “… the only trend service to cover the entire spectrum of product design, range planning, merchandising, marketing and sourcing…” Every-so-often WGSN offer these informative sessions (2nd time this year in Melbourne, just 3 sessions in Australia this month), offering the benefit of their global research and observations – presented by London-based Senior Catwalks Editor Sue Evans. With 14+years WGSN experience I’d say Ms. Evans knows a thing or two about fashion and retail….

Sue Evan’s first wisdom was that it’s time to “think about the whole retail experience from consumer level UP, not retailer (level) down….” Trending issues for retail include the growing demand (and opportunities) for “personal shopping”, more “experiential shopping” models (eg. stores offering pre-launch showrooming – pop up shops to announce / promote new stores) – and of course further integration of mobile and digital technologies.

Best global examples of digital innovations in store included Nike at Oxford Circus (London), Burberry’s new Regent Street (London) store and Barneys Co-Op (New York City)… whilst on another side of the “experiential” coin the Nike Barbershop in Paris offered a quirky pop up with no actual product on sale (Nike are very good at these little-or-no-product-on-sale events – see our recent post at brilliant innovation from nike and the locals)

And the key message on fashion trends for SS13 ? “expect the unexpected !


featured image :    WGSN – Google Images


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