|
Trends
Forecasting Color Trends for 2006 and beyond
One of the major elements of any design is color. It reflects the influences of world events, politics, art, media, fashion, and music. From the avocado and harvest gold of the 1970s to the pink that echoes today's hopes for a rosier world, color punctuates our memories and scores our emotional lives. JQ takes a look at color trends forecasted through 2007, what influences the trends, and tips for jewelers to track trends in their own market.
By Deborah A. Yonick
Continued....
"We’re subjected to the realities of a harsher world full of chaos and excess," describes Promostyl’s Bivens. "We’re obliged to express ourselves, to fight, to succeed, to rebound, to react. Provocation and conformism combine rather than separate. On the other hand, it’s a world of hedonistic pleasures, of sensuality, of deep self, of feeling good in one’s mind and body. Memories and romanticism in an ambience of letting go are based on the permissive attitudes of the 60’s, 70’s, and 80’s."
According to the latest research by GemVisions, a forecasting service for the gem house Signity of Horgen, Switzerland, 2006 will be all about self-expression and
individual style. Two main directions denote the year: lightness and spectacular ornamentation. GemVisions research identifies four mega-trends in jewelry: Fugitive (dreamy, mysterious and romantic); Fiction (daring and futuristic, with abstract and organic motifs expressing sensual minimalism); Codes (energetic sports-chic, with powerful tribal influence); and Cult (celebrating ancient civilizations in ornamental designs of mixed inspirations).
Color influencers for 2007
CMG identifies five key influencers driving color directions for 2007:
Polarization - Our complex world will push us to diametrically opposed values. Uber luxury contrasts with bling-bling; specialized niche markets co-exist with mass markets; one day’s preference for light and luminosity gives way to the next day’s inclination towards the dark facets of life.
Nature Over Techno - The balance between nature and techno
has shifted in nature’s favor based on our need for simplicity.
Authenticity - Consumers are searching for connections with unique stories in products and services. As our trust in enterprises erodes, we become disillusioned and look to connect.
Femme Totale - Girl power has grown up and even power women wear pink and pastels with confidence.
Townhouse Trash - A parody of wealth that not even the uber-
rich discern. Faux luxury is achieved through creative use of materials, finishes, and special effects.
Trends tracking tips
For the jewelry industry, fashion is a vital touch point. "A lot of what comes out of fashion translates to jewelry," says Promostyl’s Bivens, adding that art has a huge influence on fashion.
Hucker says that the growth of female self-purchasers of fine jewelry, especially gem-set, is a result of the fashion industry integrating color and jewelry in their approach. "Jewelry is an integral part of accessories and color is what’s happening now."
For many industries, fashion is identified as a leading influencer on
trends because it turns so quickly. "People who design sofas and cars aren’t turning out new things every six months," says Harrington. "In fashion, you can make a one off, float the idea, and see what sticks. It’s dynamic, unrestrictive and very creative."
Trendsetting agencies determine fashion trends as much as two years in advance, explains Susan Sagherian, publisher of the annual Jewellery Trends Report and the principal of Concept & Design, Geneva, Switzerland. "The various layers of the fashion industry know 12 months in advance what colors they will market. Collections are unveiled on the catwalks, launching the new fashion season to retail buyers and the consumer press. In the final six-month run-up to the new marketing season, the international consumer press reports on the trends."
But, according to Dewey Sadka, the timing from the chic runways to the shopping malls is shrinking, making it more like a three to six month turnaround.
To become a trends tracker in your market, experts suggest the following.
1. Know your customer; understand the right place to be for your
market. It may mean different product offerings to match different
customer segments at different times.
2. Monitor and understand your touch points, i.e. audience, influencers, and what’s worked in the past. Since jewelry is influenced by fashion, pay attention to high-end women’s fashion magazines and top department store catalogues.
3. If you see something you think is important, track it; create mile markers, e.g. when you see it in WWD, you know it has caught on.
4. Consider coordinating colors to forecasted key colors, as there is movement inside the palette.
5. Don’t overstock on any one color, as fashion trends move rapidly.
(Runway fashion photos courtesy of Randy Brooke; Color swatches courtesy of Dewey Sadka.)
1 | 2 | 3
|
