Blog References

Amed, Imran. 2012. "The Long View: Jeffrey Sachs on the Global Economy and Rebalancing an Unequal World." Accessed March 22, 2012. http://www.businessoffashion.com/2012/02/the-long-view-jeffrey-sachs-on-the-global-economy-and-rebalancing-an-unequal-world.html#more-29662

Battersby, Matilda. 2011. "The Digest: Finding Neverland." Viewpoint 28 (1): 172-173.

Cheshire, Tom. 2011. "The Digest: Less is More." Viewpoint 29 (1): 141.

Franklintill. 2011. "The Form: Soft Minimalism." Viewpoint 28 (1): 172-173.

Franklintill. 2011. "The Form." Viewpoint 29 (1): 161 – 165

Johnston Publishing: The Scotsman. 2012. "Technology overload staff pining for the typewriter." Accessed March 22, 2012.

http://www.scotsman.com/the-scotsman/scotland/technology-overload-staff-pining-for-the-typewriter-1-2165177

Lutz, Ashley. 2012. "Gap’s Targeting of Broke Young Hipsters Viewed as Flawed." Accessed March 15, 2012. http://www.businessweek.com/news/2012-03-14/gap-targeting-broke-young-hipsters-seen-as-flawed-plan-retail

Quart, Miriam. 2011. "Aspirational Consumers Turn Nostalgic." Accessed March 18, 2012. http://www.gcimagazine.com/business/marketing/119412999.html

The Selby, By Todd Selby. 2012. "William’s Crystal Corner, A Selby Film." YouTube video, posted February 4, 2012. Accessed March 21, 2012. http://www.youtube.com/watch?v=OSbLvs5aKKA

WGSN A (Worth Global Style Network). 2012. "Creative Direction A/W 13/14 – Macro Trends: 21^st Century Romance." Accessed March 22, 2012.

http://www.wgsn.com.ezp01.library.qut.edu.au/content/report/Creative_Direction/Autumn_Winter_2013_14/macro_trends/AW13_14_Macro_Trends.html

WGSN B (Worth Global Style Network). 2011. "Think Tank: Consumer Forecast 2013" Accessed March 22, 2012. http://www.wgsn.com.ezp01.library.qut.edu.au/content/report/Think_Tank/2011/June/consumer_forecast20130.html

WGSN C (Worth Global Style Network). 2012. "Creative Direction A/W 13/14 – Macro Trends: Hacktivate." Accessed March 22, 2012. http://www.wgsn.com.ezp01.library.qut.edu.au/content/report/Creative_Direction/Autumn_Winter_2013_14/macro_trends/AW13_14_Macro_Trends/Hack-tivate.html

WGSN D (Worth Global Style Network). 2012. "A/W 12/13 denim branding: trend analysis." Accessed March 29, 2012. http://www.wgsn.com.ezp01.library.qut.edu.au/content/report/Trend_Analysis/Print_and_Graphics/2012/March/a_w_12_13_denim_brandingtrendanalysis.html

Nostalgia: Finding Neverland

A trip down memory lane may soon become a shopping trip. According to WSL Strategic Retail, in a report by BusinessWeek.com (2012), consumers aged 18 to 34 years are more hesitant to shop due to the impact of high unemployment rates and study costs, as well as economic fears. For multiple consumers in this demographic this is creating a nostalgic appeal to products that bring back childhood memories. An appeal which is made evident in an online article by Miriam Quart, for GCI Magazine (2011), where she states that the “concept of nostalgia is popping up across several categories, from beauty (Infusium23, Pert Plus and Sure) to snack foods (Little Debbie) to TV shows (Hawaii–Five-0 and The Electric Company).” Furthermore, an article in Viewpoint 28 by Matilda Battersby (2011, 173), illustrates how many retailers and designers will therefore “exploit the appeal of nostalgia.” This nostalgic appeal can be seen in the print of a batman mask on Emaleigh’s t-shirt, revealing nostalgia (and maybe even more specifically superhero prints/motifs) as developing fashion trend.

Similarly this nostalgic appeal could be seen as transferring into selecting brands with goodwill. In tough economic times, consumers are much more likely to purchase classic products from trusted and familiar brands. Evidence of this can be seen in WGSN’s A/W 12/13 Denim Branding Trend Analysis (WGSN D 2012), where it shows that “labels [the physical tag] are inspired by denim’s workwear heritage with authentic graphics”, thus instilling a sense of trust, through nostalgic label use. This sense of brand familiarity/ trust can be seen in the choice of footwear above.  The choice of traditional black Converse suggests an association with a trusted brand of footwear, which hold a traditional and well known branding. In terms of upcoming trends and streetstyle the familiar could become the new…

Experiential: The Crystal Connection

In a world filled with ‘stuff’, where globalisation and the GFC rains supreme, consumers, particularly of a younger demographic, are pulled towards products which offer a connection. This may be an experiential connection with the product itself or a connection with local and DIY production, the process of production or with the designer himself or herself.  Viewpoint Issue 29 outlines experiential design by stating:

With so many products vying for our attention, only the truly experiential will win. Designers are striving to create pieces that engage, captivate and challenge the senses, encouraging us to connect on an emotional level with the objects that we surround ourselves with. (Franklintill 2011).

The use of crystals in Dominique’s jewellery create connection with nature and possibly even with the energy of the crystals themselves. As outrageous as the following short film, created by The Selby (2012) is, it does portray a strong connection to the natural material of crystals.

William Edons Crystal Corner Video

http://www.youtube.com/watch?v=OSbLvs5aKKA

On asking Dominique where she purchased her captivating jewellery from, she revealed she designed and crafted the pieces herself, as designer of her own small jewellery label Arlia. Arlia started when Dominique began creating jewellery for her friends whom wanted originality and genuine materials in their jewellery, without the hefty price tag attached. The business grew from here through friends of friend wanting a piece of the jewellery as well as the aid of the Arlia Facebook page.  The Hactivate Macro Trend for A/W 13/14 shows that an open source world “drives a generation of makers to use it as a design principle, Google-sourcing, apps, 3D technology and social networking enable do-it-yourself design”(WGSN C 2012) and it certainly has aided Arlia’s success. As outlined by Jeffery Sachs on The Business of Fashions Long view (2012), fashion “is finding fantastic ways to bring the values of fashion and link them with incredible artistry and local culture”.  And in terms of Arlia’s success I couldn’t agree more!        

Minimalism: The Simple Man

The minimalistic look depicted above, provide physical comfort and resonates a laidback attitude. The 21^st Century Romantic Macro Trend for A/W 13/14, as outlined on WGSN states “Nature is used as a visual source to bring emotion, imagination and spontaneity into the often uncompromising lines of modern minimalism” (WGSN A, 2012).  Therefore the muted and natural tones of the garments add a romantic softness and warmth, representative of the developing soft minimalistic look. The simplicity, functionality and durability of the garments are a result of an economic and technologically driven consumer attitude.  This view is explicitly displayed in Viewpoint 28, where Frankintill (2011) states that, “as a response to the recession, frugality manifests itself through the products we consume and use,” and therefore “products and environments that are enduring, functional and simple are more desirable.” The WGSN 2013 Consumer Forecast also backs up this view, in quoting a consumer report commissioned by American Express, stating “consumers are shaken, and are therefore more careful, considered and focused on getting the best value and quality in their purchases” (WGSN B 2011). Furthermore, Viewpoint 29 reveals (Cheshire 2011, 141), the trend is driven by a technological overload where “modern devices are crammed with a bewildering variety of functions. Now consumers are seeking products which do just one thing – but do it well.”  An article in The Scotsman Newspaper (2012) also shows startling statistics, in which ‘technology fatigue’ is experienced by 1 in 7 office workers, thus driving a need to minimise not only the overwhelming amounts of technology, but also resort back to simpler and more functional attire.