Keeping up with trends is not just an advantage but a necessity in any type of retail industry. But it’s especially important in the fashion world, where seasonality is what keeps businesses booming. Ultimately, understanding and anticipating trends can mean the difference between pulling in customers or lagging behind competitors.
Here’s a look at the role trend forecasting plays in fashion.
The role of data analytics
Before the introduction of data analytics, trends were often down to intuition and manual analysis. While these are still part of predicting the fashions that will be popular, algorithms have been introduced to add a technical element.
Companies like Edited and WGSN use AI and big data to track consumer preferences in real-time. They analyse millions of social media posts, and online searches, and track buyer behaviour and sales data to identify emerging trends. This shift towards data-driven forecasting allows for more accurate and timely predictions. This, in turn, gives retailers and ecommerce businesses the chance to make informed decisions about inventory, marketing strategies, and product development.
The impact of social media
Social media has also been a huge influence on how trends grow. Platforms like Instagram, TikTok, and Pinterest are both marketing channels and vital sources of trend data. Influencers on these platforms play a role, often driving engagement and, in turn, sales.
For instance, the ‘cottagecore’ aesthetic, characterised by a romanticised interpretation of rural life, gained immense popularity through platforms like TikTok and Instagram, leading to a surge in demand for related fashion items. If influencers latch onto a trend, it can even stick around for longer than usual.
Customer buying trends
Buying online has made it easier than ever to scroll through and find what you need. Would-be buyers often access their favourite labels through websites or apps. With a few swipes on a mobile device, it’s possible to have what you need in your virtual basket.
Demand is high and customers have become accustomed to ordering what they see online and having it in their hands a day or two later. In fact, there’s been a surge in demand for same-day delivery in recent years, and many big ticket fashion brands have invested heavily in logistics so that their customers can see the outfit they love in the morning and wear it that night.
Speed and convenience seem to be what customers want. And with tech being where it is right now, that’s exactly what they get.
What’s coming up?
So, what are the trends to look out for? According to WGSN, a deep violet is set to take over the catwalks in 2025. Future Dusk is inspired by the growing fascination with space tourism and the purple hues that paint the night sky are making their way onto clothing and more next year.
Other colours to look out for will be vibrant corals, dreamy green-leaning turquoise, and a dusky, barely-there pink.
Sustainability and ethical fashion
While trends tend to imply a need for new attire, sustainability has become a major driving force in the fashion industry. There’s a real move away from fast fashion, and with consumers clued-up about the impact of fashion waste on the planet, brands are moving to align with their values.
Back in 2021, a report by McKinsey & Company revealed the majority (67%) of respondents consider the use of sustainable materials to be an important purchasing factor. Ecommerce businesses must therefore integrate sustainability into their forecasting models, ensuring they can meet the growing demand for eco-friendly and ethically produced fashion.
So, for those seeking to integrate the dusky violets and bright corals to come, it’s worth looking at retailers that have a clear view on how they impact the climate.