audit 2
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3<br />
Market analysis<br />
Investigating into popular current trends<br />
Brands that were once considered uncool have been able to regain validation through positioning themselves<br />
at a precise point in the trend cycle. For a brand to make a comeback their aesthetic must illustrate current<br />
popular trends. Determining which brands have the potential to make a comeback should be preceded by<br />
establishment of popular current trends.<br />
Previous research helped to understand the popularity of revival trends. There is a popular current trend<br />
of 90s revival, with many popular high fashion designers referencing the 90s. Additionally, an article on<br />
popular fashion forecasting site Highsnobiety discusses the popularity of the 00’s revival (Dhillon, 2017).<br />
MISBHV is a brand utilising 00’s revival and nostalgia. The brand has gained an array of social media<br />
attention, Dazed identifies MISBHV as the ‘brand who killed it at New York Fashion Week’ (So, 2016).<br />
A trend report on Vogue (Yotka, 2016) helped identify the popular current trend of brand merchandise<br />
aesthetic. LVMH shortlisted designer Dilara Findikoglu employs this aesthetic within her Spring Summer,<br />
2016 collection. Also, Vetements, arguably one of the most popular contemporary fashion brands (Li, 2016)<br />
use brand merchandise style typefaces and goth skull illustrations on their garments.
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