Models pose for Miss Selfridge

2021 Trends: Forecasting Miss Selfridge’s Winter Collection

Key takeaways

  • Miss Selfridge is a UK-based retailer for trendy young women looking for both essentials and occasion-wear.
  • We've identified three key trends for Miss Selfridge's Winter 2021 womenswear collection in Europe.
  • With trend forecasting, the retailer can expand their assortment and expand into markets outside of the UK.

Our experts at Heuritech have taken a look at Miss Selfridge’s assortment to dig deeper into their womenswear staple pieces and occasion-wear garments at an affordable price. Why?

  1. To refine their design process by knowing in advance which key trends to include for upcoming seasons to ensure all of the bases are being covered, thus avoiding missed sales.
  2. To enhance their current offer and focus on creating ranges for women’s milestone moments by making sure that trend insights for upcoming seasons are taken into account, starting from the design stage. 

The trends we chose are taken from Miss Selfridge’s current collection assortment on the Asos e-commerce platform, comparing them with our data to gauge demand for the Winter 2021 season in Europe to provide a glimpse on what trends to include and which ones to avoid for Winter 2021 for women in Europe. These insights can also help guide Miss Selfridge in which trends to promote or demote on their e-commerce and their social media. 

Winter 2021: Trend forecasts for a better womenswear collection

Planning a collection for Winter 2021 that covers all of the must-have women’s trends could be what sets Miss Selfridge apart from the crowd. Namely, we outline three trends covering color, print, and material with varying predicted behaviors to demonstrate how Miss Selfridge could refine their current offering to adapt to the European market’s needs for the upcoming Winter season.

1. Ribbed Knit

Ribbed knit is fitting for all seasons, as evidenced by the past year during which this material has continued to rise in popularity in Europe. Miss Selfridge should indeed push this trend during its high seasons of Spring and Winter, focusing on trendy and edgy female consumers to get their marketing on target.

Heuritech trend forecast for ribbed knit in Winter 2021 in Europe


We forecast ribbed knit to rise in visibility by +12% this Winter compared to Winter 2020.
Additionally, the trend’s big magnitude, or level of potential market demand, is big amongst European women. What this indicates is that together, the growth rate and magnitude of ribbed knit is a fashion bet in Europe this Winter 2021, and Miss Selfridge should be sure to feature this trend in their cold weather collections.

2. Stripes

Stripes are a classic pattern, adaptable to a variety of different garments. For this reason, this trend is fitting for multiple seasons: its high seasons are in Summer and Fall this year, so Miss Selfridge can adjust their assortment to maintain stripes in their collections through these seasons and into Winter. Just like ribbed knit, stripes will appeal most to trendy and edgy consumer segments, giving Miss Selfridge more creative freedom during the design process. 

Heuritech trend forecast for stripes in Winter 2021 in Europe
Heuritech’s trend forecasting platform

This trend will stay steady throughout 2021 at +1% among European women. With that said, stripes are predicted to have a big magnitude this Winter, so its steady popularity qualifies this trend as a safe bet for the British retailer.

Curious to see how FW21 trends compare in Europe and the US?

3. Yellow

Yellow is the color of Summer — and it remains the case for 2021. This Winter, yellow is forecasted to decrease in visibility by -11% compared to the same season one year prior. Naturally, its high season is Summer, during which Miss Selfridge should push the color to its mainstream and edgy consumers in Europe before the arrival of new Winter inventory.

Heuritech trend forecast for Yellow in Winter 2021 in Europe

It comes as no surprise, therefore, that yellow has a small magnitude for the Winter season this year. Coupled with its decreasing growth rate, we consider this color to be a mark down for Miss Selfridge during the colder months in 2021.

Facilitating Miss Selfridge’s collection planning with trend forecasting

To summarize, this article compares a few key trends taken from Miss Selfridge’s assortment on Asos’ e-commerce platform with our data to provide a glimpse of how they will behave in the European market for the Winter 2021 season. The following insights are useful in planning for cold weather collection: 

Heuritech trend forecast summary for Miss Selfridge Winter 2021

  • Ribbed knit is a fashion bet, making it a fabric trend to be sure to include for the Winter ‘21 season.
  • Stripes are a classic print, and a safe bet for upcoming womenswear Winter ‘21 collections. 
  • Yellow is a mark down trend and should thus be avoided for Winter ‘21.

With trend forecasting, Miss Selfridge can better anticipate its assortment mix and start the path toward expanding outside of its current markets.

About the writer: Mélanie Mollard, Fashion Content Manager at Heuritech

Mélanie writes about the fashion industry and its many features through the lens of applied data and trend forecasting technology.

Questions or feedback? Email us at info@heuritech.com

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