Chokers

Chokers have been a bold fashion statement for a while now, since the likes of Kendall Jenner and Gigi Hadid made the trend prominent again. There is something alluring about the choker, not only does it enhance a standard outfit and give it a more subtle, seductive look but the choker manages to collaborate well with every outfit regardless. Starting from the thin, velvet choker, now on the market there are copious amounts of chokers ranging in styles, patterns, widths and colours. 

Here are some of my favourite chokers in the market right now.

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Consumer Segmentation

Consumer segmentation is the process of splitting customers, or potential customers, within a market into different groups or segments, within which customers have the same or similar requirements. The reason one segments is to recognise consumer's differences which is key to successful marketing. It can lead to niche marketing, which in turn can lead to segement dominance (something often not possible in the whole market). 

Researching and understanding the consumer is central to marketing and promotion.. recognizing the requirements of the customer is essential for those tasked with creating, selling and promoting fashion products.. The type of segmentation is based on three factors: Demographic, Behavioural and Attitudinal / Psychographic. Demographic = age, income, gender etc, Behavioural = usage, need and occasion and Attitudinal / Psychographic = value systems, beliefs and lifestyle.

Market research companies often create acronyms to describe segments, such as: DINKYs - Double Income No Kids Yet and NEETs - Not in Employment, Education or Training. By this, from recognising consumers' differences is the key to successful marketing. It can lead to niche marketing, which in turn can lead to segment dominance (something often not possible in the whole market).

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Colourful Hoods

A recent trend that I've noticed for this winter AW16 is the colourful hood on a parka jacket. Whilst scrolling down my instagram feed, I saw the likes of famous fashion blogger and one of my biggest inspirations Chiara Ferragni opting a parka jacket with a colourful fur hood. At first I wasn't sure whether this type of garment would be popular due to it being slightly too eccentric for the cold, winter months, but clearly I was wrong. I went into Zara and Urban Outfitters, and after researching online, I came to the consensus that this infact is a popular trend for winter defining all stereotypes by wearing bright colours in the gloomy months of winter. Here are some key examples of what I've been talking about.

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Fashion & Music

Fashion and Music have always collaborated. From the days of David Bowie who heavily influenced gender stereotypes, kick started glam rock and managed to single handedly transform the fashion industry; this influenced the french fashion designer Jean Paul Gautier to pay tribute to Ziggy Stardust for his 2013 runway show; as models took to the catwalk in iconic Bowie inspired looks and even wore Ziggy Stardust wigs. 

In continuation, other designers have managed to collaborate with artists, from the likes of: Rihanna & Dior and Rita Ora & Superga, which manipulated an industry with a massive fan base to buy these particular garments as their in the name of these influential celebrities. I find that these particular collaborations are in the spotlight for a few weeks then eventually die down due to more wacky and eccentric trends coming into place; unless these items of clothing have a particular wow factor which they rarely do, due to making the clothes far too eccentric e.g (fur slippers - Rihanna & Puma). Some of my favourite pieces of a celebrity/music trend are from the Rita Ora X Adidas collection where she aims it at a younger demographic from people aged 16-21 with bold prints and intriguing patterns.

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Knotted Waist Trend

The trend I'm looking at with my seminar group at the moment is the "knotted waist trend". This trend has been prominent for years, since the act of tying a plaid shirt around one's waist came into existence from the likes of Jennifer Aniston. I did some research into this trend and found on the fashion website www.theukfashionspot.co.uk some more information: "The cool school-kid act of tying a jumper around your waist is currently being glamourised by designers and runways alike, who are slapping knot details on everything from skirts and pants to dresses and tops. The trend dominated the Spring 2014 runways for Maticevski, and, if Alex Perry, Ellery, Sportmax and TOME NYC’s Autumn 2015 collections are anything to go by, it looks like the front-knot is here for the long haul".

Fashion bloggers, such as: The Man Repeller also gave an insight into this trend, for example: (The Man Repeller 2014) - "The shape of a woman’s body is one of the most fundamental inspirations when it comes to garment design, her waist being the literal center. Traditionally, clothes that failed to highlight a woman’s curves were seen as “unflattering,” and thus undesirable. Yet as of late, clothes trending on both the runway and the street shroud the female figure under layers upon layers of fabric. We see billowing tunics, bulky jumpsuits, floor-length shawls, etc. This season, the American bathrobe meets Japanese kimonos — casual comfort combined with traditional refinement. The relationship between a woman’s form and how she chooses to adorn it may indeed be shifting, but are we really ready to ignore a woman’s waistline? The prevalence of the belt this season makes me think not".

Here are some images from this trend.

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High Street v Designer

I've always been a lover of both high street and designer wear; yet nowadays it's so easy to recreate a whole designer outfit without killing your bank account. After years of internet shopping, I discovered how high street shops such as Zara, Mango and H&M put their own twist on these eccentric designer garments. I've decided to put a few comparisons together to show how even on a budget you can still feel a million dollars.

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H&M - £14.99

MO&CO £105

Topshop Unique - £110

Balenciaga - £ unknown but around £2,000

Topshop - £42

Timberlands - £160

Gigi Hadid X Tommy Hilfiger

Living in a world infactuated by social media, it comes to no suprise that iconic collaborations such as: Gigi Hadid x Tommy Hilfiger, caught my attention on instagram. In my seminar yesterday, we discussed the power and influence that celebrities have on revamping brands, in this case the collaboration of Gigi Hadid, one of the world's biggest supermodels with a huge cult of instragram followers (23.9 million) followers and Tommy Hilfiger, an iconic fashion designer with (2.9 million) followers. Hilfiger made sure that the world knew how prominent and eye-catching this collection would be, by showcasing it at a funfair on a pier with rides, burgers and even a tattoo parlour. The nautical theme reflected Gigi's relaxed yet put-together style. Here are two of my favourite looks from Gigi x Tommy collection.

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I love the tailored jacket and nautical theme.

I like the prominent use of logo combined with a slouchy jumper.

First Post - A Little Bit About Me

My name is Amy Susskind and I am 19 years old from North West London. I am currently studying Fashion Communication and Promotion at Nottingham Trent University. I have been interested in fashion from a young age and thus have decided to pursue a fashion course at university which allows me to experiment, create and explore the depths of the fashion industry. I was ecstatic about the many opportunities that this course had to offer, including trips to New York, Tokyo, Berlin etc and getting involved in exciting live projects and involving myself in a creative whirlwind. 

I have always been fascinated by styling and trends and would like to pursue a career later on in this niche field of fashion. Throughout my blog, I will give an insight into what I'm learning and will include my fashion favourites aswell as current trends. Hope you enjoy!

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