Fashion Trends Analysis for 2019 Summer: What’s Going On?

Jul 31 - 7 min read

fashion /ˈfaʃ(ə)n/

a popular or the latest style of clothing, hair, decoration, or behavior.

"Fashion is like eating; you shouldn't stick to the same menu." - Kenzo Takada

Introduction

If you work for a fashion brand, it means you continuously follow the magazines, influencers, publications, news in the field of fashion, and try to analyze what is trending based on your intelligence and experience. To do this, you would have to follow more than 100 publications and influencers every month, and your ability to analyze tells you that something is getting “popular” when you see more and more people are talking about it. Then you build a communication strategy for your brand to make use of this trend. 

The brands that communicate with the audience by utilizing trends connect with consumers much easier than the communication at random, and because they talk about a trending issue, they get higher engagement and become a pioneer brand in the sector.

The biggest motivation for communicating based on trends is the concept called “early discovery.” This is the difference between the budgets you have to pay to become a sponsor of a band after they become very famous, or when they were gradually becoming popular amongst your target audience. Discovering them earlier allows you to pay less.

In short, predicting that something will become a trend before it does brings your brand a significant advantage. 

Fashion Trends: Instagram, Paris, and Summer in top-3

We have examined the fashion trends for the last months generated by the Trends module that Kimola has implemented since mid-2019.

Instagram is still one of the most powerful platforms to track fashion trends. Biker shorts and stylish blazer jackets are trending amongst the Instagram posts posted by the influencers of the fashion industry. Scrutinizing the Instagram posts, we see that jaguar dress and trousers will decorate the streets as much as monochrome overalls.

The second word on our Fashion Trends screen is Paris. We are not surprised to see that Paris, the fashion capital, is frequently appearing on social media months before the start of the Paris Fashion Week.

The third section, which is "Summer," gives us tips on summer fashion and trends. Prepare for a summer where looking as royal as possible is "in," but the simplicity and convenience are still in the foreground. A 2019 fashion season awaits us with lavender colors and balloon arms, high-raised shoulders and mildly medieval air-sprinkled dresses.

Handbags, which have been getting bigger for a while, have prevailed in the last 2-3 years with their stylish backpack and even giant suitcase forms. There is now a rapid shrinkage in the bags: mini-tiny bags that can barely fit your smartphone are the most trending.

We should not be surprised by combos with magnificent decorations and giant checkered patterns; things seem to be incompatible. The influences that make up fashion trends have long been known to feed on street fashion, underground youth groups in Tokyo, and other art movements.

Fast fashion is also trending

Fast fashion, a concept which made its way to our top-20 trends list, means cheap and trendy fashion. Having entered into our lives with the mass production of the dresses appeared on fashion parades, mostly at Fashion Week events, fast fashion allows mainstream consumers to buy trendy clothing at an affordable price.

Effortless Elegance Instead of Perfect Look

The recently trending concept of effortless elegance is a part of the fashion of 2019, which brings together many different concepts, such as luxury and the street.

When it comes to effortless elegance, members of the royal family, such as Meghan Markle outshines. Platforms such as Zalando, which sells online fashion products to 17 countries with a team of 16 thousand people even though it’s a recently established company, are offering the combos and fashion styles necessary to look sleek, using new generation internet tools.

Comfort, robustness, and originality

The millennium generation, which constitutes the largest consumer segment, comes up with the demand for comfort in every environment, and this demand includes spending money on solid and original clothes. It is not difficult to understand why the 230-year-old German brand Birkenstock, which is famous for its robustness, is one of the top choices of the millennium generation.

Aside from choosing the brand based on comfort and originality rather than luxury, the millennium generation also questions the brand's social responsibility and ethical stance.

Generation Z and Fashion Trends

Generation Z, which is prepared to join the workforce with a population of 2 billion, is considered the first generation born into the digital world. This generation, which has an attention span of eight seconds and constitutes almost one-third of the world's population, also effects the fashion with its character that challenges the established concepts, supports free-speech, and is activist. This generation will be far-off from mediocrity, and this is reflected in their style and trends. 

When choosing a brand, generation Z pays attention who the brand belongs to, the rights it advocates on earth, and its ideological attitudes.

Fashion Trends and Intelligent Textiles

In recent years, intelligent textiles that can interact with the human body and the surrounding environment have gained an important place in fashion design practices. Smart textiles offer excellent opportunities to open up new horizons for fashion designers due to their original features and functionalities.

Smart textiles can be broken into two different categories - aesthetic and performance-enhancing. Aesthetic textiles include everything from fabrics that light up to fabrics that can change color. Some of these fabrics gather energy from the environment by harnessing vibrations, sound or heat, reacting to this input.

Many designers use technologies such as smart textiles, light, and performance-enhancing materials, and they continue to influence the fashion industry rapidly.

What is Kimola Trends?

Since its foundation in 2014, Kimola has been an expert in processing text data. Let’s explain our entity extraction technology with an example: When you see Donald Trump in a text, you don’t consider Donald and Trump as two separate people. Donald Trump is a concept mentioned together. Another example: Columbia is the historical female national personification of the US when Columbia University is one of the leading schools in the country. The system recognizes these names or concepts, such as Columbia University, when they come together.

Trends is a feature of Kimola’s Consumer Research Platform which uses entity extraction technology to show the popular concepts on a specific subject. It allows brands to see what is popular in their field.

How Does Kimola Trends Work?

You create a "trendlist," similar to a playlist, by adding the magazines you read, the influencers you follow and add it to the system. Kimola’s technology continuously tracks the news, articles, and other contents created related to your trendlist and compares the results. If the same keyword keeps showing up on multiple sources, that keyword rises in the list. In short, entity extraction technology is used to give scores to the keywords to determine how trending they are. So you see only one list, but there is a technology behind that reads every news and merges the results, reduces workforce, and saves you time. 

When you click on the titles, you’ll also see the related terms to that title. For example, if Donald Trump is trending and the reason is news about Iraq, war, and elections, you'll see these three concepts as related terms, and links to the news sources.

Does popular mean trending?

No. In this context, popularity and trend are two different things. A subject might be popular for a couple of months, but the important thing is momentum. If a keyword enters the list on the 5th place, spends months on the list slowly making its way up to 4th, 3rd, and 2nd place, this means it is on its way to becoming a trend. Like Bitcoin. We started to hear about it and didn't care that much. Then it gained momentum slowly and eventually became one of the most trending topics in technology.

When it comes to daily, digital, and easy communication, the brands usually act based on what is popular, whereas trends are used to build broader campaigns and strategies. 

Do you have questions? Feel free to contact us!

If you’d like to track specific trends, Kimola’s Consumer Research Platform will easily help you. You can always reach to us via Contact Sales Page, or you can book a call via Calendly.