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How do tomorrow’s trends emerge? How do they shape society and the consumer world? How do they influence purchasing, design and the fashion retail trade? What moves content creator as a driving force? How do buyers translate international trend inspirations for fashion on the sales floor online and offline? What are their challenges in the job? These and other questions were addressed by the P&C career event “Trend researchers meet trendsetters” at the 25hours Hotel in Düsseldorf last week. Around 60 interested students and graduates took part in the event.
The speakers:
- Eva Schabio, creative client service & trend specialist at the international trend agency WGSN
- Laura Ganssmüller-Siekmann, central buyer and collection manager for the P&C stores
- Hendrik Poppen, e-commerce buyer at Fashion ID
- Roland Schuler, director of technical product management at P&C
We have collected the most noteworthy quotes for you:
Eva Schabio, creative client service & trend specialist at the international trend agency WGSN
“We carry out trend analyses for the fashion, cosmetics and automobile industries, among others, and one cannot believe the overlaps that exist in these areas. People from the automobile industry are totally interested in nail polish colors. The Gen Z has a great affinity for yellow, you know why? Because of Snapchat. Trends come from many different directions and our job is to discover them in time, to classify them correctly and to analyze them for the appropriate areas.“
“Political trends and social change are causing us to live in an age of tension. People want to feel protected and secure, and this is reflected in fashion trends such as cocooning, military or utility. For example, you can see Dr Martens everywhere. The feeling of living in ‘dark’ times also means that the unicorn trend will not evaporate so quickly.”
“It is all the more important for buyers to be aware of these developments and to take them into account in purchasing.”
“The age of concern also means that materials such as gold, velvet and silk are gaining momentum again–fabrics that radiate warmth, safety and coziness. Translated for store design, this means that interior influences from the ’40s, ’50s and‘’60s are regaining importance. The retro idea is increasingly coming to the fore and the idea of ‘Home has to be safe.’”
“For summer 2021 there will be a rather unusual trend, because the color black will be visible. Of course there will also be lighter colors. The theme Gamescape combines virtual and real fashion and the colors and patterns are inspired by the theme gaming.”
“We see an important development in the collection cycles. There will be less and less seasonal trends, but more and more flowing, so-called transseasonal approaches in fashion. Fashion that can be worn both in summer and winter. Products must be more durable and less fashionable. This will lead to a radical change in textile retailing.”
Eva Schabio, creative client service & trend specialist at the international trend agency WGSN
Roland Schuler, director of technical product management at P&C
“The advantages of 3D development are obvious. You save time and money. In order to keep up with the competition, the production cycles have to be shortened, with 3D technology this could be achieved.”
Hendrik Poppen, e-commerce buyer at Fashion ID
“For me as a buyer, the visual presentation of the collection has the clear advantage that I get to see the entire collection. Brands like Tommy Hilfiger are at the forefront of showroom technology. As an online buyer, I can also immediately see how the items look on the screen, whether something is flickering, for example, or not working well digitally.”
“For me, trade fairs are just snapshots, no longer real trendsetters. Instagram and YouTube have become important channels and very important, the music industry. Someone like Capital Bra or Shindy has clearly contributed to the increase in sales of Nike sweatpants in our online shop. Once we have such a product in the shop, it’s guaranteed to sell out immediately.”
Laura Ganssmüller-Siekmann, central buyer and collection manager for the P&C stores
“I regularly check out trends on WSGN and the DMI. Of course, travelling is also part of it. Paris and Antwerp are cities where you can always discover something. But the most important thing you need to know as a buyer is who your customer is. That’s always a straight-line walk. On the one hand, you have to dare something, but on the other hand you shouldn’t be too early with trend themes.”
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