Market Research: London Fashion Week (LFW) Spring/Summer 2009

Perhaps because designers showing at LFW were already in tune with the economic zeitgeist a while back their ranges for SS09 such as Unique turned their back on the conceptual tone of past collections with their collection styled by Katie Grand (founder of Pop Magazine’s) the collection went back to its roots fusing Wild West meets East End references



Graeme Black who spent 15 years at Ferragamo and Giorgio Armani, Black's offering articulated a refined vision of grown up dressing that injected the London runways with a very grown up shot of Milan polish and his collection seemed to been have well received by buyers and editors looking for more commercial goods to promote.

Colours:



Right across the board designers and exhibitors for SS09 were showing garments in zesty yellow, juicy orange and watermelon tones.

Fonts:


The fonts used in the printed pieces I saw were mainly Serif which confirms the recent emerging trend on the web on directional fashion website for the last year or so. Also some type was set with the slightly clumsy look or feel of text seen the web in the latter part of the 1990’s as above

Photography:

Much of the photography seen in the printed pieces distributed in and around LFW, including The British Fashion Councils official publication, had an amateurish feel with models looking a little stiff or awkward and shoot with poor lighting seemed to have the look and feel of the blogesphire.

Consumer Market Info & Insights:


This image reflects a lot of what's coming. From what I've seen around the shows, the mood is becoming kooky, pink, candy-floss, amusement park. Is there is a sense of "return to innocence?" in the air, a certain playfulness (perhaps to offset the traumatizing clash of the financial markets?) The other vibe I am picking up is of structure, architectural silhouettes (perhaps inherited from last season's shoes?) and "sliced" details...