ASEPRI, ‘españa’ trademark, has undertaken a major research project into trends for the next Autumn/Winter 2010-2011 season, which picks up the most innovative proposals for Spanish children’s fashion and babycare products.
Consultation of over 100 sources, among them international fairs, trend and consumption panels, social networks, research laboratories, style bureaux and ‘cool hunting’ studies and publications, has borne fruit in the shape of a notebook of trends which offers insights into market behaviour and aims to be the ideal companion to innovation and design for companies in the sector.
Analysis and adjustment of trends is one of the most valuable tools available to ASEPRI and companies alike as regards R+D, but their repercussion is far greater and also covers design, manufacturing, sales, marketing and communication processes. Trends allow product differentiation, positioning the brand and giving it the required value for entering an international market. At the sector level, tracking of trends by manufacturers working together strengthens the sector, since it can move forward with a united front and present a coherent offer.
The notebook ‘Kids Trends by asepri.es. Trends for Autumn/Winter 2010/11 in children’s fashion and babycare products’ is, however, a preview of what will be the notebook for the Spring/Summer 2011 season, which will ASEPRI (Spanish Manufacturers Association of Children’s Products) be published in the near future so that manufacturers can apply the information it offers to their production processes. This notebook will have the same structure as the winter one, but will have considerably more space devoted to babycare product proposals.
KIDS TRENDS. Trends for Autumn-Winter 2010/11 in children’s fashion and babycare products Kids Trends by Asepri presents four main trends: Recycling Folk, Magical Formula, Urban Tribes and Sweet Legend. Although each one has its own distinctive features, they all share a common desire: to ring the changes and leave pessimism behind. New winds of freedom are blowing for children’s fashion; new relationships between form and material attractively combined; contrasts are stimulated, and nature is revered and the eternal valued, a positive rebellion. Simplicity rules, “slow fashion”, rejection of wastefulness, but all in a children’s fashion market which is increasingly sophisticated and in which the finest materials are used.
Recycling Folk goes back to roots, with embellished classics and fusion of cultures. The concept of sustainability and recycling is allpervading.
Magical Formula seeks and finds the balance between technology and nature in a worker and eco-art inspired setting. It is the time of learning, of functionality through modernity.
Urban Tribes is imbued with the vibrant positivism and fashion energy of the city to pay tribute to three decades: the 70s, 80s and 90s.
Sweet Legend steps into the dreamy world of fairy tales, with enchanted yet modern princesses. Children need to be able to decorate the short, fleeting moments of each day with a lot of imagination.
Overall, the clothing favours earthy colours and bright and fantastic tones, with printed motifs featuring robots and machinery. Organic motifs, friendly monsters, animal prints and college campus style letters also find their place in natural and man-made fabrics, always warm and comfortable: flannel, serge, mouton lamb, quilted, chunky stitch, fake fur, fleeces, tweed, velvet, denim, taffeta and muslin.
Overdresses, folk accessories, simple overlays, docker-inspired and snow gear-inspired trousers and shoes, piping, belts, dungarees with big pockets for boys ad girls. Puff trousers and Bermuda shorts, sporty duffel coats, elegant and futurist touches, pleats, decorated shirtfronts, knotted scarves, vintage jackets, very stylised trousers, outfits with layers of chiffon or muslin, long mesh sweaters are just some of the ‘must’ looks for the season.
Different options for different styles: folk (Recycling Folk), techno (Magical Formula), urban (Urban Tribes) or romantic (Sweet Legend), but always respecting the environment.
For babycare items, the prints used in clothing also find their way onto pram upholstery, chairs and bedclothes, as well as bibs and baby dishes. A pram with animal print or a dummy with robot motifs are not such odd sights. The eco-urban is also present in pushchairs which can be turned into bicycles so that parents and children can get wherever they want to in town. Environmental awareness extends to toys manufactured from recycled materials, reusable organic fabric nappies, and furniture. The same article can serve as a chair, desk or toy.
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28/01/2010