ADIDAS – FASHION AND TREND

CURRENT TREND THAT ADIDAS IS HEADING TO

Fashion is the rule of repetition : appearance – development – disappearance. Understand this “fashion cycle” , forecasters and retailers always try to predict the changing and developing processes of their product’s life cycle depend on fashion trends. So what is fashion trends ? It is a particular style, or clothing fashionable in a period of time. For example, the flur-lined loafers that seemed to be forgotten suddenly were promoted by Gucci in 2015 and it soon became global trend when all celebrities or fashion bloggers had them in their closet.

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Figure 1 – Flur-lined Loafers Gucci (Yotka, 2015)

Back to Adidas, the current trend of this brand is to focus on products with a youthful and dynamic style; minimalist colors include black, white and highlights are three stripes. The outstanding trend that the company wants to show is the familiar but unique; the same design, the duplicate material but there are countless choices of colors, stylish combinations and suitable for diverse needs of customers from different ages.

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Figure 2 : Adidas Store (Vu Thi Thu Thao , 2020)

For example, Original Superstar Shoes currently has nearly 100 shoes models with the similar colors for customers to choose. The diversified designs in the direction of minimalism and multicolor.

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Figure 3 : Original Superstar Shoes Adidas

ADIDAS TREND FORECAST FOR SPRING/SUMMER 2021

It is absolutely accurate that forecasting plays an important role in fashion. Forecasting is a innovative and analytical process, help the company develop their products and marketing strategies that suitable with their target customer’s needs and option. (Kim, Fiore and Kim, 2011).

 

Set in the development trend of Adidas in recent years, trend for Spring/Summer 2021 the company can continue to develop basic style but set in more groundbreaking designs. Brand can develop products based on two main colors are black, white or different pantone below :

Figure 4 : Pantone Spring/Summer 2021 trend forecast (Fashion Trendsetter,2020)

Besides, Adidas can combine breakthrough designs in colors and textures, decorative patterns to create unique points for the product. Some reference patterns express minimalistic style, elegance and fashion :

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Figure 5 : Pattern Contrast (Patternbank, 2020)

The combination between diverse colors and flowers patterns is extremely distinctive in fashion, especially in sportswear and footwear :

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Figure 6 : Pattern Florals (Lauren Lesley Studio, 2020)

In conclusion, Adidas’ fashion trend next year is still going into the exploitation of its mainstream models, putting a minimalist and luxurious style, easy to mix-match is the most important thing.

Table of Illustrations

Figure 1 – Flur-lined Loafers Gucci (Yotka,2015)…………………………………………………………………………. 1

Source : Yotka, S. (2015). The It Shoe of Fall 2015 Has Arrived: Here’s Why We’re Head Over Heels for It. [online] Vogue. Available at: https://www.vogue.com/article/gucci-fall-2015-fur-lined-loafer [Accessed 14 Feb. 2020].

Figure 2 : Adidas Store                                                                                                                          (Vu Thi Thu Thao , 2020)…………………………………………………………………………. 2

Figure 3 : Original Superstar Shoes Adidas…………………………………………………………………………………. 2

Source : https://www.adidas.co.uk/. (2020). [online] Available at: https://www.adidas.co.uk/superstar-shoes/EG4958.html [Accessed 14 Feb. 2020].

Figure 4 : Pantone Spring/Summer 2021 trend forecast                                                      (Fashion Trendsetter,2020)………………………….. 3

Source : Fashion Trendsetter. (2020). Lenzing Color Trends Spring/Summer 2021. [online] Available at: https://www.fashiontrendsetter.com/v2/2020/01/03/lenzing-color-trends-spring-summer-2021/ [Accessed 14 Feb. 2020].

Figure 5 : Pattern Contrast                                                                                                    (Patternbank, 2020)………………………………………………………………………… 4

Source : Patternbank. (2020). Spring/Summer 2021 Print Trend – Pattern Contrast. [online] Available at: https://patternbank.com/spring-summer-2021-print-pattern-contrast [Accessed 14 Feb. 2020].

Figure 6 : Pattern Florals (Lauren Lesley Studio, 2020)…………………………………………………………………. 5

Source : Patternbank. (2020). Spring/Summer 2021 Print Trend – Pattern Contrast. [online] Available at: https://patternbank.com/spring-summer-2021-print-pattern-contrast [Accessed 14 Feb. 2020].

Reference

Kim, E., Fiore, A. and Kim, H. (2011). Fashion trends. p.1.

 

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