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My trend report explains the trend of Business Casual including an introduction of what the trend is and the different types of styles, materials and colours that are used within this trend.

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What are the Types of Material Used to Make Sportswear?

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Sportswear is a type of clothing that people wear when they exercise, go for a run, play a sport, etc. Sportswear is not created from just one material, but there are multiple options available. Here are some special types of material used to make sportswear.

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What are the Types of Material Used to Make Sportswear?

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What Fabric is Best for Sportswear - A Simple Guide - Sportswear Manufacturers - Midwest Machinery

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What fabric is best for sportswear? This simple guide will talk you through the characteristics of the popular materials used in sportswear products.

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What Fabric is Best for Sportswear – A Simple Guide

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What is Bamboo Fabric: Properties, How its Made and Where

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The term bamboo fabric widely refers to a number of different textiles that are made from the bamboo plant. Fabrics have been made from bamboo for thousands of years, but it is only in contemporary times that the process of making this hardy and fast-growing wood into fabric has been perfected.

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WGSN website helped me for the majority of my Trend Report, the site included different features in which helped different categories of my presentation. I was able to download pictures and silhouettes from this website to help support my trend and information that I added to my Canvas.

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This website helped explain some factors of the business Causal Trend. The site included fashion shows that helped show some of the fits that included garment pieces for my chosen trend which helped me understand how the different pieces can be styled together.

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This website was helpful for me to complete my customer profile. When experimenting with the website I was able to create a stereotypical customer who would shop in Mango. I set an age in which the customer would be and selected a place where they would live and the type of lifestyle they might have.

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Acorn | Geodemographic Segmentation | Acorn Data | CACI

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Acorn provides a geodemographic segmentation of the UK's population. Acorn is used to analyse customers, identify profitable prospects, evaluate local markets.

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This website was helpful for me to complete my customer profile. I was able to look at the categories on the website to help me figure out where they would be placed, it allowed me to create a customer.

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Living for the moment, Aspirant Tribes know the look, music and lifestyle they want - and will spend big in order to get it! Attuned to what's happening in Leading Edge circles, it's about keeping up with what's cool but without all the hard work of creating it themselves. These Tribes will be found in Student Unions across the UK, from UE to Loughborough.

Social butterflies, they are spending summer holidays hitting the festival circuit - from Bestival and Secret Garden Party in the UK to Croatia's Outlook and Serbia's Exit festival. Whether it's the latest pop-up, food truck, concept store, art gallery or nightclub, they want to be the one to have seen it first - and post it on social media. Experience seeking drives the Aspirant segment, and introducing the newest fashion and music to their friendship group motivates Tribe members.

From the ubiquitous gap year alpaca jumper, to the MacBook Pro, Ugg boots and Hershel backpack, Aspirant Tribes are big consumers with strong brand affiliations. Brands trying to crack the Aspirants need to work hard to prove their cool credentials. They need to be in the right place, at the right time, with the right people - although appealing to them may be challenging, those who do are rewarded with surprising brand loyalty.

Trendies

Trendies are driven by beautiful things and beautiful people, Trendies love fashion and are always looking for the next big trend!

They're the biggest outwardly 'brand-me' Tribe - they're universally aspirational in fashion and music, both offline and online.The rise of Mainstream Brand Me behaviours and fast fashion means the Trendies are still going strong and are one of the biggest Tribes on the map in 2015. Their influence is if anything growing, as more and more Trendies lean towards vlogging and sharing their super-soft-focus, Instagrammable lives online - inspiring younger teens to live a perfect life.

Vloggers
Vloggers and Bloggers are at the heart of today's Tribal map - inspiring a whole generation how to live.
In 2012 Tumblr Kids joined the map - by 2015 Vloggers are one of the most familiar and famous Tribes in the UK. A catch-all Tribe to describe young people that are vlogging, blogging, tweeting and instagramming their lives, attitudes and values online; they aren't creating culture and new social norms (bar those with 1M+ followers!) but are having a huge impact on youth culture today.

New Casuals

New Casuals are football mad lads with a love of underground club music and understated fashion - but will move to the next thing once it becomes predictable...

Hypebeasts

Urban and Skater inspired, US-rooted breed of New Casual - who love Hip-Hop and electronic, niche knowledge, luxury sportswear and limited editions.

Hypebeasts are a new breed of New Casual/Hipster- obsessed with the aspirational Urban lifestyle and the brands that go with it. With a thriving online culture, key icon products and their own language (Bump, OG, Grail, Wavey...) they are thriving - but bitchy too!

New Casuals
The New Casuals are unchanged on the map - think twenty-something, understated lads that consciously maintained low-key style from Norse, APC and Folk.
Their hate of hype and broadcasting their lives makes them polar opposites to the Hypebeasts! While they share a love of music, festivals, fashion and footy - the Hypebeasts are all about niche language, products and 'getting in there first'.

Hipsters
It's been a long time coming - but the Hipsters are firmly out of the Leading Edge, and are getting younger by the year.
Poor Hipsters! Since 2012, they took over being the vilified Tribe from the Chavs - synonymous with being 'try hard' and vacuous at a Tribal level, but receiving derision from wider British culture too (even your dad knows what a Hipster is in 2015!).

As authenticity became a key tenet of youth culture and the Hipster look was disseminated to teens via Primark; the iconic skinny jeans, glasses and obsession with Bergheim made the Hipsters a stereotype and an insult for the original Hipsters (most of whom have now aged out of the Tribes model).

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Living for the moment, Aspirant Tribes know the look, music and lifestyle they want - and will spend big in order to get it! Attuned to what's happening in Leading Edge circles, it's about keeping...

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This website was helpful for me to research reports that can be helpful towards collecting information about new trends that will be seen for ss 22 in which will allow me to have a better understanding of the clothing and colours that will be used within the trend I have chosen

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Receive clear, actionable summaries from your dashboards—so you know exactly what to explore when you log in.

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Press Mango's website was helpful for any additional information, the website includes statistics that helped me include into my PEST.

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MANGO was founded in 1984 and is today one of the leading fashion groups in the world. Based in its city of origin, Barcelona, the company has an extensive store network of 2,200 stores (over 800,000 m2) in 109 countries.

From its "El Hangar" Design Centre in Palau-solità i Plegamans, every year it designs 18,000 garments and accessories for wearing the season's trends. The company, which owns the MANGO Woman, Man, Kids and Violeta lines, closed 2015 with sales of 2.327 billion euros, representing a 15% increase on 2014.

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MANGO was founded in 1984 and is today one of the leading fashion groups in the world. Based in its city of origin, Barcelona, the company has an extensive store network of 2,200 stores (over 800,000 m2) in 109 countries.

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This website helped show facts and figures for this company in which helped me write and compare the companies statistics, this helped me understand if they have been successful and what strategies was helpful in order for them to progress.

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MANGO | 564,437 followers on LinkedIn. Work Your Passion | MANGO is an internationally famous multinational which designs, manufactures and markets women's, men's and children's clothing and accessories. At present, MANGO has more than 15.000 employees, 2.200 of whom work at the Hangar Design Centre and at its Headquarters in Palau-solità i Plegamans (Barcelona).

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Global Data was useful for me to read any recent reports

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Our privacy policy explains our approach to privacy, including how we use cookies on our site. By continuing to use this site, you consent to our privacy policy and use of cookies.

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CACI’s Acorn is a powerful consumer classification that segments the UK population. By analysing demographic data, social factors, population and consumer behaviour, it provides information and understanding of different types of people.

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Mango's website was useful to explain some of the examples I presented on my Report. For example, I talked about different features that are included on the website like "Mango Like You" and the layout of the website. I was able to read about the features to give me a better understanding so that I could include it onto my Report.

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Discover the latest trends in Mango fashion, footwear and accessories. Shop the best outfits for this season at our online store.

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Mango's main company website was very helpful as it explained information for me to complete my introduction very straight forward facts such as how many stores they have and where the company was founded.

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This website was very helpful in order for me to complete my SWOT and PEST. The website included useful information about strategies Mango was able to use in order to gain recognition within the industry.

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Mango's digital transformation

Last year, Mango invested over 50 million euros in the digital transformation of the company, a strategy devised to prioritize the customer every step of the way. This approach came on the heels of a highly successful year: online sales grew by over 25%, and overall sales were the highest in the company's history. Mango progressed by leaps and bounds in a variety of aspects in 2019 thanks to Toni Ruiz's penchant for innovation, particularly technologically-speaking, from production logistics to social media strategies.

Furthermore, the company's move to go forward with their RFID project, or tracking IDs in layman's terms, has proven even more successful than predicted. Having been tested in a number of company stores across Spain, these tracking IDs allow for Mango to have greater visibility and traceability of their stocks. This way, overstock and undesirable assortment can be more easily avoided.

Another digitally-driven approach has been the brand's reworking of their online presence. They have invested significantly in improving the customer experience on their site and apps, both on desktop and mobile. Their decision to implement a new omnichannel approach has improved engagement significantly, and shopping is made not only possible but streamlined no matter which channel the customer is interacting with. Shopping feels more personalized and conscious, such is the case of the brand's Mango likes you loyalty program, a system in which customers can exchange likes for purchases to receive discounts and experiences in return. The program is expected to reach 4 million participants when it takes off in more countries in Europe. They also launched a campaign dubbed Your choices make us, in which the consumer votes via Instagram story for their favorite accessory or article of clothing, contributing to collection planning in a modern, interactive fashion.

Evidently, Mango's digital transformation has come in various shapes and sizes, and all are part of a greater move to put the customer at the center of the brand's decisions. After three years of stagnant sales online and in-store, Mango's revenue began to chin up again at the end of 2018 following Toni Ruiz's new, digital strategies. He confessed to Vogue Business, "We are a fashion company with digital transformation and data in our hands, and we want to deliver meaningful changes." The future lies in the digital, and Mango's success depends upon its ability to move as quickly as tech innovation and consumer evolution.

Listening to the customer: A push for sustainability

Today, e-commerce counts for about 25% of the Mango's total revenue. These numbers ride on the coattails of 2019, during which the Mango webpage received more than 600 million visits, 80% of which were conducted on mobile. As previously mentioned, Ruiz credits this success to Mango's new approach to collection planning: more localized production and faster turnover. Instead of replenishing sold-out inventory, the brand replaces it with new looks to avoid overstock and to keep their collection dynamic. However, this is taken from Zara's current strategy, and it's no secret that the fast fashion giant is the one to beat. Mango's Spanish concurrent releases 500 new designs every seven days.

This approach of microcollections, while lucrative, is difficult to harmonize with Mango's public move toward sustainability. Last year, the company joined the Fashion Pact, a global coalition with the goal of supporting eco-consciousness in the fashion and textile industries. They also joined the Sustainable Apparel Coalition, a similar organization fighting for environmental improvements in textile supply chains. Luckily, sustainability is a good space to live in right now, particularly because consumers of fashion are placing ethics and environmentalism increasingly high on their list of values.

In Dazed Media's 2020 Report on the future of youth culture, for instance, a reported 67% of Gen Zers cited sustainability and ethics as vital to a brand's credibility. A whopping 85% claimed that they would stop buying from a brand if they were to find out the brand's practices were ostensibly unethical. A good example of such a business model is Promod, a French clothing brand, who marries customer input with sustainability: one of their main initiatives has been to create an in-store drop-off for used clothing for customers to then purchase as they please. The initiative has been well-received, and other brands including H&M have even jumped on the bandwagon.

As the consumer would have it, transparency is key. Mango's moves thus far to include the customer in collection decisions, such as their Your choices make us initiative, are a good step toward greener fashion. But then there's the question of how exactly to manage inventory and plan collections in a sustainable way, all while listening to the consumer and staying on top of fast-moving trends.
So what if Mango could know what their customers wanted, even before the customers themselves to avoid overstock and waste?
Building a collection thanks to trend forecasting

Collections have been picking up the pace for years now, but in the wake of Covid, there's been a reordering of the collection calendar, and not only fast fashion brands. Gucci recently announced their transition to two shows per year instead of their previous five in a move to reduce waste and slow down production in fashion, for instance. But microcollections don't have to be so vilified if done right: Mango's strategy to replace rather than replenish is already a positive step toward reduced apparel waste. That said, this strategy depends entirely upon the accuracy of the collection assortment. Cue trend forecasting.

Trend forecasting is the act of predicting fashion trends including colors, fabrics, silhouettes, patterns, styles, and more. The source of the data required to make such predictions varies between trend forecasting companies, as does the methodology. Some draw from runways, some from street style, others from past sales data, and still others from social media. In today's market, social media is the keystone to accurate forecasting, as this is often where trends are born and phased out. Influencers, trending hashtags, brand campaigns: trends propagate in a variety of different ways, the trick is knowing where to look depending upon one's brand identity and audience.

Heuritech's methodology in particular uses artificial intelligence technology to analyze over 3 million shared images per day from social media, in particular Instagram and Weibo. This in-house technology detects over 2,000 attributes from color to texture to shape in order to determine both market trends and product trends, as such it can identify a Chanel Boy Bag just the same as it can identify houndstooth print. When evoking words like "pattern" and "fabric" perhaps the most evident application of this technology is for design teams. But Heuritech's technology goes beyond that.

Heuritech aligns not only fashion designers but merchandisers, planners, and buyers to produce collections that are equal parts desirable and eco-conscious. Design teams at Mango can use trend prediction to back their intuition: they keep a close eye on the market as it is, so trends backed by hard numbers give the green or red light for their design planning. For womenswear in Europe Spring 2021, for instance, Heuritech's analysis asserts that ditsy print will be up by +46% compared to last year.

This sort of data can help guide designers for upcoming collections so as to not miscalculate their audience's desires. And with the language of data, in turn, merchandising and buying teams are able to communicate more effectively with design teams who at times operate in two different worlds. Quantitative trend data allows planners, merchandisers, and buyers to know exactly when to launch a collection, for which audience, and in what assortment and quantity. If knitwear, for instance, is predicted to peak among mainstream consumers in Winter 2020 but fade out completely by Winter 2021, these teams can plan accordingly. This quantitative foresight via trend prediction is a way for Mango's planners, merchandisers, and buyers to avoid a number of common fashion industry hiccups and achieve the following:

Find out how SS21 trends are adopted in the US vs Europe

And to nourish Mango's data-driven spirit, communication and digital teams are just as implicated to be aligned with the other teams once collections are ready to be debuted. The benefits of trend forecasting bubble up from the designers, planners, and merchandisers to be ultimately diffused by these communication and digital teams. The medium through which this functions is of course social media. Presence and engagement on social channels are vital for a brand's success, particularly if one's audience is largely millennial and Gen Z, as is the case of Mango. Mango has already understood the value of social channels as seen in their direct-to-consumer approach for input in their collection planning, so imagine the impact of real-time, daily data from social media on the brand's future.

Particularly now, in a time where Covid-19 has led e-commerce and online ubiquity to pick up the slack for and even reorder in-store and physical engagement, data is a means to reduce incertitude for fashion brands. With trend forecasting, Mango can keep a constant ear to the ground on their customers' desires, day by day, season by season.

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Trend forecasting on social media: Helping Mango know their customer

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Last year, Mango invested over 50 million euros in the digital transformation of the company, a strategy devised to prioritize the customer every step of the way. This approach came on the heels of a highly successful year: online sales grew by over 25%, and overall sales were the highest in the company's history.

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My reflective Diary includes information and a update throughout the weeks of my project of what I have completed, what I found easy and what I found difficult. I also added a to do list, this ensured that I kept organised and completed the tasks for the upcoming week so I didn't fall back.

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Project 2 - Customer Centric Reflective Diary