When we talk about flowers and floral prints in fashion, images of summer, sun and spring dresses come directly into our heads. But if you take a look at the Pre-Fall ’19 collections by Chloé, Balenciaga and Co., it quickly becomes clear that flowers are also indispensable on our dresses, blouses and skirts next autumn/winter.
But with one decisive difference: flowers and floral prints are presented on dark backgrounds to match the dark season. Flowing, light fabrics are the focus despite cool temperatures. Flower embroideries on transparent tulle, as in Christian Dior or Millefleurs patterns on light chiffon qualities, as seen in Louis Vuitton, for example.
On the dark surfaces in dark blue, dark red, aubergine or black, the opulent but also minimalist flower patterns of the Pre-Fall 2019 collections in strong colours such as red or pink, as well as in subdued, restrained tones such as rosé or violet, really come into their own.
How is the trend reaching the customer?
So far so good. But the decisive question every buyer and marketing manager asks himself now is: How does the trend that renowned designers in Paris, Milan and New York presented a year ago actually reach my customer? Did I buy my assortment correctly? Did the buyers have a real feeling for trends and the customers simply want to transport the feeling of an “endless summer” further into autumn? And can I already reflect this trend with my current assortment?
Our Market Intelligence solution OnSight can help you not only react in real time to trends of your competitors, but also shows you whether you can react to global (runway) trends with your current assortment. Do you have hidden champions that fit a trend, but are sinking somewhere in the depths of your assortment? OnSight identifies these hidden champions and makes recommendations. For example, a recommendation might be that you should position these particular trend items more prominently in your online shop in order to achieve more sales. So if you also have dresses, blouses or skirts with a floral design on a dark background in your assortment, OnSight’s algorithm, which specializes in image recognition, can specifically filter out these articles and you can, for example, set up a newsletter campaign on the subject of “dark florals” or refine your SEM with these trend-specific keywords.
If you would like to learn more about our smart Market Intelligence solution OnSight or become a Beta Partner, just send us an email to firstname.lastname@example.org or contact us by phone at +49 40 468 95 17 – 0.