The TRENDSstation
FASHION ACCESSORIES FORECASTING
Form 2014 to 2016, large area of embroidery appears on Valentino dresses. Louis Vuitton lunched embroidery menswear collection in 2016 spring, and women shoes with embroidery. On the other hand, more and more embroidery with Chinese traditional patterns. Thus, the embroidery area is narrowing. Embroidery will appear as very small details in the shirt collar or sleeves, hats, scarves and socks which will be a short-term trend in the future.
Economical reason: China has been developed economy quickly, as well as the traditional technology and pattern will popular around the world. More and more luxury brands in order to cater Chinese consumers tastes, they always launch some products with Chinese features. For example, Louis Vuitton the red silk Hawaiian shirt with the embroidered monkeys in 2016 (China Monkey Year), though ancient, looked utterly contemporary.
Cultural: In fact, new fashions have been continuously developed by history. It is back to the Chinese history, embroidery as a traditional craftsmanship is very famous all over the world. At the action of China, embroidery on the silk and the pattern usually are mountains, water, flowers, birds, buildings and so on. Chinese embroidery including double-sided embroidery and flat embroidery. In addition, Valentino women swear with dragons. Chinese dragons are legendary creatures in Chinese mythology and Chinese folklore. Chinese dragons traditionally symbolize potent and auspicious powers, particularly control over water, rainfall, typhoons, and floods. The dragon is also a symbol of power, strength, and good luck for people who are worthy of it. With this, the Emperor of China usually used the dragon as a symbol of his imperial power and strength.
Target market: Embroidery has reached the high luxury fashion marketing and target the wealthy consumers, especially Chinese customers, with the expensive price. The high street fashion cannot copy to them. The embroidery will become smaller on accessories, it will become street fashion with reasonable price. Such as Zara, H&M and Topshop will appear these products, and more young people would like to purchase them.
Consumers’ psychology: Nowadays, on the one hand, people do not like exaggerate accessories, they prefer delicate and detailed, reflecting the quality of life items than oversize accessories. On the other hand, not too many Chinese consumers are frenzied pursuit logos like two years ago. So, the embroidery will become details on accessories.