Trend confirmation: Rebellious Movement

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Trend confirmation: Rebellious Movement

Trends most often look forward, but somestimes it is also relevant to look back and confirme forecasted trends. In June 2015 we forecasted the trend Rebellious Movement as part of our autumn/winter 16/17 presentation. Now this trend is widely presented at the fall catwalks showing these days.  Rebellious Movement is a trend that takes sport and #atleisure to the next level. The trend’s inspiration comes form fictional films of rebellious heroines and ultimate supermen. Rebellious  Movement creates styles for the urban jungle and speed of time.

Further on the trend is important for our more nomadic way of life. Time and tasks merge and our wardrobe needs to follow up. The fusion of sport and performance elements in the wardrobe gives us the flexibility both literally and figuratively speaking.

In terms of target group this trend can make business for brands that have a young target group because of its extrovert and rebellious outlook.  However more commercial versions of the trend also target the more introvert and performance oriented customer type, since there  is a lot of power, performance and control in the aesthetics. On contrary it is not for the more social and community-oriented type.

Image credits: 1. Hood By Air 2. Fenty x Puma 3. Alexander Wang 4. Tim Coppens 5. Tome 6. Fenty x Puma 7. Alexander Wang 8. Telfar 9.Telfar 10. Vfiles 11. Fenty x Puma 12. Fenty x Puma

Collage by Nanna Hedegaard @n_hedegaard

By | 2019-04-30T14:05:33+02:00 19. February, 2016|Mode, Trend|0 Comments

About the Author:

My passion has always been understanding the structures of consumer behavior. My studies and jobs has been and is a quest for answering the questions: Why do we buy and what do we want to buy in the future? This quest have given me a Master of Arts in communication and consumerism, the title as author of the the book Skab god kemi med dine kunder – oplevelsesøkonomi i detailhandlen (in English Customer Chemistry) and over 10 years of experience as trend consultant. In my backpack I have have numerous presentations, lectures and workshops to convey insights about consumer behavior, color and trends. I am an expert in understanding consumer behavior, trend forecasting in the lifestyle industry, experience economy in retail and presenting performance.

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