The back-to-school ads are here. So are the slightly shorter days and the perceptibly cooler nights. Take your last trips to the beach, because like it or not, fall is just around the corner.
And with the arrival of fall comes the yearly onslaught of new fall trends. According to trend forecasters, over-the-knee and thigh-high boots are going to be popular in Autumn 2009, as are capes, capelets, and cloaks. Ripped tights and stockings and sheer or see-through articles of apparel are forecasted to be hugely trendy this fall as well. Asymmetrical, one-shouldered dresses, tops, and swimwear are another look that fashion forecasters predict will make a big splash during September, October, November, and December. The Ripped-and-torn denim trend that has started to gain traction this summer is forecasted to grow into a full-blown, mainstream, and ubiquitous look the way plaid patterns already have this year. The analysts at Pantone, Inc. have also recently released their top ten picks for colors that will be hot this fall. These tones, which have already started cropping up all over outerwear, and winter accessories on runways, include Honey Yellow, Warm Olive, and Brunt Sienna. Re-interpreted neutrals like Iron Grey and an off-white hue that Pantone calls Crème Brulee that will also be a big part of fall apparel offerings everywhere from low-end retailers to top-tier department stores and couture collections.
So what does this mean for marketers? These fall trend and color forecasts suggest that consumers are ready to try something new, while keeping around a few old favorites from earlier seasons. The higher boots and see-through clothing are definitely newer trends, and the tartan print and dark-rinse jeans that attained must-have status this season are not forecasted to continue their reign, so fashion forecasters clearly believe that consumers are craving a change. However, neutrals have been a classic standby for decades, and torn jeans have always been around in one incarnation or another, so shoppers won’t be looking to totally re-invent themselves. Knowing that consumers are looking for a refreshing change, but not a complete 180, on the fashion front could prove valuable for marketers and brand managers in categories as diverse as packaged goods and financial services, since this desire for a subtle change will likely evidence itself in consumer behavior in areas other than apparel and accessory purchases. Manufacturers of cake mixes, for example, might do well to bring out a line extension in a new flavor, but perhaps should not go so far to launch a new brand of baking products. In a similar vein, banks and financial services firms might want to consider offering variations on existing mortgage and loan packages, but not scrapping the entire current menu of services and putting together a new one from scratch. Consumers may be hoping for a little novelty, but with the economy still underperforming, but they won’t want to completely abandon their tried-and-true preferences.