No matter the season, trend identification is a key part of any retailer’s journey in the fashion cycle – for fashion, beauty, and home retailers. With that in mind, let’s explore more on identifying trends and take a look at some of the current trends for the 2022 fall and winter seasons.
What is the Fashion Cycle?
When a customer purchases and wears a certain style or buys a product based on a trend, that style is then considered “accepted.” However, social media has changed the trends landscape to the point where many fashion trends DO NOT always survive and have a literal shelf-life.
Lily AI, the product attributes platform, identifies three types of trends: Fads, Mainstream, and Classic.
Fads:
- Essentially “a craze” – i.e., trends that only last for 1 month or season.
- Typically inspired by influencers, celebrities, and even designers.
- Trends that may not appeal to the average consumer.
- Novelty items.
- Unconventional and statement pieces.
Mainstream:
- “Ordinary” clothes that most consumers may wear for multiple seasons.
- Nothing too outlandish or extreme.
- Conventional, trendy, and relevant.
Classic:
- Classic trends last for several seasons – and sometimes years – to come.
- Timeless, ceases to go out of style.
- Sustainability and quality are key indicators.
Fashion Trends: Women’s Apparel
Some of the top core fashion trends in women’s apparel are currently:
Mainstream Trend – “Soft Living”
- Dressing style: Chic and minimalist.
- This trend includes elevated everyday essentials, voluminous silhouettes, a balance of comfort and fashion, and elements of practicality and utility.
Mainstream Trend – “Study Hall”
- Dressing style: Classic and minimalist.
- This trend is popular with the young contemporary/youth market. “Schoolgirl prep” is an influence for this trend and also implements elements of Y2K.
Classic Trend – “Coastal Grandmother”
- Dressing style: Classic, minimalist, and boho.
- This cotton and linen-centered trend has been seen from TikTok to Good Morning America. Think Diane Keaton on the beach in a gorgeous cashmere white turtleneck sweater.
Mainstream Trend – “Barbiecore”
- Dressing style: Minimalist, glamorous, and feminine.
- This head to toe fuchsia pink/bright pink trend screams femininity and is a very glamorous look.
Fashion Trends: Men’s Apparel
Some of the top core fashion trends in men’s apparel are currently:
Mainstream Trend – “Classic Transcend”
- Dressing style: Athleisure, boho, edgy, minimalist, and loungewear.
- This trend was influenced by the reconnection of the mind and body, but goes beyond those limits and highlights the suspense of movement. The designs are made to stimulate the senses and challenge the traditional.
Mainstream Trend – “Lagom”
- Dressing style: Boho, athleisure, and edgy.
- This trend was influenced by the slowdown of the mind and lifestyle while being among the earth and at one with nature. The fashion is typically comfort, cozy, and refined.
Beauty Trends
Some of the top core fashion trends in beauty currently stem from cultural shifts that have created an increase in consumer demand for sustainability and eco-conscious products – i.e. “Skinimalism,” which is a combination of minimalism and conscious beauty.
Classic + Mainstream Trend – “No-Makeup Look”
- Beauty style: Natural beauty.
- This trend focuses on healthy glowing skin, barely there bases, and a refined no-makeup look with glossy lips and soft blush/bronzer for subtle definition.
Fad Trend – “Dopamine Beauty”
- Beauty style: Natural beauty.
- This trend is the opposite of the “no-makeup look.” It primarily uses bold and bright hues with the intention to boost a good mood. The focus on graphic liners, negative space eyeshadows, and draped blush are very much inspired from Euphoria, the hit series on HBO.
How Does the Home Cycle Differ from the Fashion Cycle?
In general, home items are costly to produce in comparison to fashion or beauty items. Subsequently, the home trend cycle moves much slower.
Decor and soft furnishings (pillows, sheets, towels, etc.) are the first items to be adopted. Unlike hard furnishings, they can be easily swapped out.
Lily AI identifies three types of trends in home: Mainstream, Macrotrend, and Megatrend.
MacroTrend:
- 1-3 year lifecycle.
- Soft furnishings and hardware.
- Covers the question, “What are we decorating our homes with?”
MacroTrend:
- 3+ year lifecycle.
- Is essentially a “vibe” or “aesthetic.”
- Covers the question, “What drives consumer behavior?”
MegaTrend:
- 10+ year lifecycle.
- Style movements (Mid-Century Modern, Rustic, Traditional, etc.)
- Covers the question, “What will history remember?”
Home Trends
Some of the top core trends in home are currently:
Mainstream Trend – “Karmic”
- Home style: Bohemian, Contemporary, and Rustic.
- This trend focuses on getting back to “primitive ways of life” and layers hard and soft goods to create a look reminiscent of the Paleolithic (predating Stone Age) eta.
MacroTrend – “Windermere”
- Home style: Minimalist, Rustic, and Traditional.
- This trend focuses on “slow crafted” and “small-batch” items. The color palette is very warm and allows for versatility throughout the Harvest season.
MegaTrend – “Passage”
- Home style: Contemporary, Rustic, and Traditional.
- This trend is at the forefront of the holiday season and focuses on handmade decor or the passing down of decor, outweighing buying ready-made ones. It features a heavy usage of garlands and dried botanicals across mantles, presents, tabletops, and more.
Trend Identification in the Age of Social with Lily AI
