trend analysis report: mod-ieval

Mod-ieval

Kirstin Bartram Alexandra Hamilton

Jill Liu

Final Project

Trend Analysis Report: Mod-ieval 2

Table of Contents

I. Trend Segment Selections 3

II. Customer Profile 4

III. Trend Introduction 5

IV. Trend Analytic Tracking 7

V. Trend Concept Board 8

VI. Color Section 9

VII. Fabric Section 12

VIII. Runway/Street Inspiration 14

IX. Art Movement/Culture Heritage 17

X. Technical Drawings 19

XI. Conclusion 20

XII. References 21

Trend Analysis Report: Mod-ieval

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I. Trend Segment Selections:

“Mod-ieval”

Season: Fall 2014

Fashion Segment: Expecting either a trickle-up-effect, from media influence as well as consumer

behaviors to encourage designers to tap into this trend more, or a trickle-down-effect from

Couture designers down to the contemporary market.

Gender: Female

Life Style: Young, creative entrepreneur, students, musician, innovators. Living in apartments,

studios, condominiums.


II. Customer Profile Info graph:

According to a study conducted by Experian, our target customer closely resembles one

of their targeted groups, “Ana”. The research data concluded that our specific consumer is

between the ages of 18 and 35, lives an urban lifestyle, purchases more than the average female

consumer, and often pays full price for garments, as she appreciates quality and durability over

pricing. We have concluded that, based upon the research provided by the Experian study, it is


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probable that this consumer’s preference of debit card over cash, urban over rural, tendency to

spend considerable amounts of money on fashion products, and broad social networking

connections within the city lifestyle may lead them to follow current social media sites such as

Instagram, Pinterest, and Polyvore. This is in comparison to the select individuals who hear of

new trends second-hand without directly obtaining the information themselves. In addition, this

target consumer feels that it is imperative that their clothes are “up-to-date with current fashion

trends” (Experian). Because of this, they are inclined to shop regularly, both online and in stores.

However, the information presented by Experian shows that this consumer is more interested in

shopping at brick-and-mortar stores within their neighborhoods.

III. Trend Introduction:

A juxtaposition of fashion from the Middle Ages and modern styles and silhouettes pave a path

for Fall 2014 that encompasses natural fibers, rough textures, earthy colors, and full silhouettes.

Medieval fashion existed upon the idea of sensibility and sustainability. Materials were gathered

from natural sources readily available without the need for trade and transportation. To give an

edge to the classic styles, the Mod-ieval trend incorporates modern silhouettes such as high-low

hemlines and decorative embellishments to otherwise vintage-style garments to create a never-

before-seen style that is part-medieval queen, part-grunge, and part-contemporary. The recent

trends in sustainability and recycling have generated a need for fashion that does not further

damage the earth or generate a carbon footprint. In addition, present-day media includes shows

that focus on the Middle Ages and historical content, from which this trend draws major

inspiration and context. Game of Thrones envelops costuming that is both historically correct

and imaginative - incorporating intricate details to sensible attire. Recent films such as The


Hobbit explore the Anglo-Saxon time period and reflect the apparel of the times. The upcoming

Generation Y is now blossoming into adulthood, and is living up to its reputation of being known

for its loyalty to brands that embody strong ecological and humanitarian records. The Mod-ieval

trend allows consumers to participate in the upcoming courses of media, fashion, society, and

culture while maintaining individualism and embodying a fresh, recycled outlook on historical

foundations.


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IV. Trend Analytic Tracking Info graphs


V. Trend Concept Board


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VI. Color Section Artists have considerable tools of creation and manipulation to achieve an intended effect

in their art, but few are as essential to comprehension and malleable to desired result as colors.

To quote C.L. Hardin, “colored objects are illusions, but not an unfounded illusion” (Hardin,

1988). Colors allows for a dramatic amount of variation when it comes to both the inherent and

implied identity of an object, whether it reveals a condition about the object, subconsciously

affects the viewer into a necessary emotional state, or changes the whole meaning behind it by

shifting it out of normalcy. The color red is often considered to represent vigor, forthrightness,

passion, and intensity in matters of marketing, but in reality may lean more toward danger and

discontentment (Elliot, 2007). If even a brief flash of red can be enough to invoke a sense of

threat, it can create a sense of anxiety, fear, or even confusion depending on the overall context

of the situation. It's this brief flash and minor use that gives the viewer enough to recognize an

emotional response, but without the full capacity to orient themselves in regard to its essential

meaning. The white and light blue-gray of a tablecloth suggest trust, stability, reliability, and

goodness while the brown of the overall table inspire earthiness, goodness, and safeness.

The pantone colors represent that this trend consists of a lot of secondary and earth toned

colors such as the violets, grey’s and ground reds. The Medieval trend will consists of mainly

“deep” colors, such as reds, browns, blues and purples, but there are variations to these colors

making way for “subdued” color streams. Although many colors are bold and rich, this trend will

consist of mainly cool toned colors, in exception for the reds in regards to the different materials

and fabrics they may be considered as warmer “high chroma” color.


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VII. Fabric Section:

For our trend, we chose to focus primarily on natural fibers derived from plant bases or

animal bases. The reasoning for this decision is planted within the culture of the Middle Ages;

individuals were limited as to what supplies they could get their hands on. What one could find

nearby, be it the forest, local marketing center, or animals. Fashion then focused on cottons,

wool, silk, and linen. Draping was used to allow the fabric to hang heavily. However, cottons

were also used to create gauzy dresses for women. Our trend is rooted in the Anglo-Saxon

period, but incorporates a modern twist, which allows the integration of some luxurious fabrics

such as velvet and contemporary silhouettes. In addition, our technological advances have lead to

new methods of production. The new methods of growing and producing cotton have become an

important issue; pesticides used to treat the cotton plants are polluting the environment. Because

of incidences such as this, society is gravitating towards a shift in trends. Recycling has become

more popular, and there is a main focus on sustainability in all avenues of work. Because our

trend incorporates natural fibers, it works hand-in-hand with the efforts to reduce pollution,

preserve resources, and avoid synthetic material production. In order to remain within the target

customer range, we project that most fur will be exchanged for faux versions so as to make

garments more attainable to our consumer.


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VIII. Runway/Street Inspiration:

Medieval influence is seen within the modern day media as well as the fashion scene. Within the

media this trend has been found in major films such as Lord of the Rings and The Other Boleyn

Girl. These movies have placed emphasis on medieval fashion, from the scenery to the costumes

the films are on point. Today there are also many hit Television shows which focus on the

“Middle ages” or Medieval period” such as The Borgias and Game of Thrones. These two shows

are major influences and are viewed by all demographics. Game of Thrones, is currently making

its way to the top spot for HBO shows. The hype of this series is growing with every episode.

There is also medieval influence within present day fashion, designers such as Alexander

McQueen, have showcased different variations of medieval influence. Whether it is the caged

headpieces, to the velvet floor length gowns, there is a definite medieval twist to his designs.

Trending colors and fabrics this season also pave the way for the medieval trend with the use of

warm reds to soft materials such as silks and velvets. Other accessory designers such as Pamela

Love and Erin Wasson also display medieval influence within their designs with the use of rustic

metals materials and earthy designs. Pamela Love in her most recent designs emphasizes the use

of claws, bones and dagger pendants, which play into the medieval style of fashion. As well as

Erin Wasson has many metal headpieces that were major items within the medieval period.


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IX. Art Movement/Culture Heritage:

The Middle Ages consisted of many years filled with innovation and culture; it produced

artists such as Donatello and Leon Battista Alberti, whose masterpieces are still coveted today,

architecture that inspired many works of the following Renaissance period, etc. The medieval

culture revolved around differentiating men from women; for the first time, women’s dress

began to reflect the feminine shape and broke away from the androgynous styles seen prior. The

working class citizens were limited to resources that were readily accessible; animal products,

natural fibers, and plants that could be grown within the agricultural means. During the Middle

Ages trade became an integral way of obtaining new fabrics and materials; however, the

medieval culture focused on being resourceful. Artists of the period drew inspiration from

religious subjects, as those of the church had superior authority during this time. One of the main

aspects of the medieval culture is that of sensibility; unlike many historical garments, such as

corsets, girdles, and bustles, the Middle Ages had an immense appreciation for nature and turned

its gaze accordingly. Nature was seen as “a reflection of the transcendent world, even as a

barrier” (McNeil, 2009). The medieval goal of preservation of mother earth coincides with the

contemporary trends of sustainability; people of the culture took inspiration from what was

readily available to them, without accessibility to artificial materials and innovative technologies.

This motivates a trend based upon rustic, natural-based fabrics and textures interwoven into

modern silhouettes so as to continue the efforts of modern society to relieve our carbon footprint

and rely on synthetic substances. This trend allows us to “get back to our roots”.


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X. Technical Drawings / Flat Sketches


XI. Conclusion

The Middle Ages brought forth innovation and a change in mindset for the human race.

Individuals became more concerned about nature and the well being of the earth. Trade

commenced between regions allowing people to gain access to materials and resources that had

not yet been made available to them. Fashion during this time revolved around sensibility and

sustainability. The cultural ethics and morals were evident in the clothing worn; natural fibers

were used in beautiful gauzy dresses and blouses, comfortable tunics of cotton were common,

and beautiful velvet gowns graced the floors. The color ranges reflected the landscape of the

earth; beautiful greens, sky blues, deep, rich tones to match the fertile soil, etc. This concept laid

a great foundation for a contemporary version of the trend that encompasses the values and

sensibility of the Middle Ages while giving the look a fresh twist and edge by incorporating

intricate details and beading, modern silhouettes, and the juxtaposition of a bohemian, gypsy-

esque take on the medieval fashions. Select designers, including Alexander McQueen, have

already incorporated medieval influences on the runway, and brands such as Free People and

Urban Outfitters have introduced maxi coats with heavy hoods and beautiful patterns, all of

which is an ode to the upcoming Mod-ieval trend, aimed towards consumers between 18-35 with

a knack for creativity and a yearn to be unconventional. Societal occurrences, such as global

warming and a rise in sustainability, aid in creating a need for such an environmentally friendly

trend.


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References

Brannon, E. L. (2005). Fashion forecasting. New York, NY: Fairchild Publications.

Burns, E. J. (2004). Medieval fabrications: dress, textiles, cloth work, and other cultural

imaginings. N.Y., USA: Palgrave Macmillan.

CND (n.d.). CND Blog » Rodarte Spring 2013 Runway Show – Modern Medieval Nails.

Retrieved April 28, 2013, from http://www.cnd.com/blog/fashionweek/spring-

2013/2012/09/rodarte-spring-2013-runway-show-modern-medieval-nails/

Cotton Incorporated (n.d.). The Quality Conundrum - Cotton Incorporated. Retrieved April 18,

2013, from http://www.cottoninc.com/corporate/market-data/supplychaininsights/quality-

03-12/

Editd (2013). EDITD - AW 13/14 Data Driven Trend Report | EDITD. Retrieved April 20, 2013,

from http://www.editd.com/blog/2013/03/aw-1314-trends/

Experian (n.d.). UK Female Fashion Market Segmentation Types. Retrieved April 11, 2013,

from http://www.experian.co.uk/assets/business-

strategies/brochures/fashion_segments_handbook_females_small[1].pdf

Leventon, M. (2008). What people wore when: A complete illustrated history of costume from

ancient times to the nineteenth century for every level of society. New York: St. Martin's

Griffin.

McNeil, P. (2009). Chapter 4: The medieval aesthetic sensibility. In Fashion: Critical and

Primary Sources Volume 1: Late Medieval to Renaissance.

Middle Age Artists. (n.d.). Retrieved April 24, 2013, from www.middle-

ages.org.uk/donatello.html


Piponnier, F., & Mane, P. (1997). Dress in the Middle Ages. New Haven: Yale University Press.

Wolfe, M. G. (2009). Fashion marketing & merchandising. Tinley Park, Il: Goodheart-Willcox

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