Tendam’s fashion brands are uniquely tailored to cater to the premium ready-to-wear segment, with a distinct commitment to sustainability. The success of Tendam lies partly in their business model: each Tendam brand has its own design team and management network, allowing for sharper creation and targeting. Two of these brands include Pedro del Hierro and Cortefiel, both which have a brand identity of business-casual, timeless elegance.
For these Tendam brands to continue satisfying their customers with classic yet trendy looks, data-based trend forecasting could present actionable insights to do so.
As such, we’ve taken a closer look at the two brands’ current collection assortments from their e-commerce platforms and compared them with our trend data to gauge demand for the Fall 2021 season in Europe. In particular, the following will focus on trends suitable for both genders, which convey the classic elegance close to Cortefiel and Pedro del Hierro’s identities.
Fall 2021: Forecasting trends for Tendam’s upcoming collections
Keeping in mind Tendam’s segmentation, the following trends are among those who appeal to both genders in Europe for the Fall 2021 season. We’ve chosen three differing trends that fit with colder months:
- Velvet
- Purple-blue
- Checked print
These three macro trends conform to Tendam’s idea of lasting luxury, but understanding how they behave will help establish an efficient collection plan that still reflects each brand’s unique aesthetic.
1. Velvet
Velvet is a fabric associated with Winter holidays and cold weather for its luxurious feel and warmth. So for this Fall, velvet is predicted to be a safe bet for both men’s and women’s collections in Europe. The fabric’s medium magnitude coupled with its flat or slightly increasing growth rate, at -2% and +8% for women and men respectively, spell good potential for this trend compared to Fall 2020.
As for the Tendam brands’ female consumers:
- Velvet garments and accessories should be directed toward a more mass-market appeal
- Velvet will do best on dresses, pants, and skirts in fitted silhouettes
- Its high seasons are Spring and Winter
For Tendam’s male consumers:
- Velvet will appeal to a more niche market
- Outerwear and pants will be the top garment categories for velvet
- Its high seasons are Spring and Winter
2. Dark Purple-Blue
Deep purple-blue is similar to velvet not only for its common association with the fabric, but also for its likening to luxuriousness and colder months. With that said, while this dark purple-blue color will be a safe bet for womenswear, it will be a last call for menswear.
Why? It comes down to the growth rate, or the visibility of the trend on social media compared to last Fall: for women, the color will decrease by -9%, but for men, by -15%. The two genders have the same medium magnitude for dark purple-blue, but the difference in growth rate marks the difference in how Tendam’s brands should approach the trend for Fall 2021 collections.
Dark purple-blue’s high seasons are Spring and Winter, just like velvet. It is worth noting that the color will have a more universal appeal among women than among men, perhaps due to the fact that the color is often designed in softer, more supple fabrics on tops for women, pants for men, and outerwear for both.
3. Checked Print
We’ve seen checked print all over the runways recently, especially during the SS21 season. It comes as no surprise, then, that the trend is carrying over into this year. Women and men alike will be keen to don checked print: this trend appeals to all consumer segments for both genders.
- Women: Checked print will be most appealing on skirts, with some visibility on outerwear, dresses, and shorts as well
- Men: Checked print will perform best on outerwear, tops, and pants
For women, checked print is forecasted to rise by +8% this Fall 2021 compared to Fall 2020, and for men, by +6%. Their similar growth rates, paired with a big magnitude for both, classifies the checked print trend as a safe bet for Tendam’s upcoming collections.
Tendam can create spot-on collections with trend forecasting
Looking forward to their Fall 2021 collections, these Tendam brands would do well to include velvet: furthermore, it may be equally interesting to anticipate different iterations of this fabric into Winter 2021 and even Spring 2022 collections, as these are predicted to be the trend’s high seasons. Checked print is also a trend to feature this Fall for its positive growth and big market potential. Finally, dark purple-blue is on its way out this season for both genders — but dark blue-green is expected to remain steady, and should be considered for Fall.
While this brief report covers only three trends, it provides a glimpse into what trend forecasting can bring to the table for brands of all kinds. It’s important to note that Tendam’s Pedro del Hierro and Cortefiel have the extra load of creating collections for both men and women, which is where predictive analytics can truly facilitate decision-making. With trend forecasting, Tendam’s brands can preserve their identity and uniqueness while still keeping up to date with ever-changing trends.
