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Section 1: About Author
Author
Ikram Ahmad is a proud Husband and Proud
father to 4 teenagers. In 2015 Ikram attended
FIT in New York City for Fashion Journalism. It
was not until the year 2017 when Ikram had
the opportunity to write an article in the
“Business of Fashion” newsletter. This article sparked a flame that grew into a wider audience. Ikram began to write articles for a number of major successful magazines such as ‘Times Magazine” as well as “Vogue
Magazine.” After much success, Ikram wanted to expand his opportunity and education which led him to get his Master’s degree in Journalism and Communications at the
Marangoni Fashion Institute in Italy. This goal opened Ikram to a number of other
Journalistic opportunities such as articles for major Fashion brands and its inside look to their fashion shows. Articles on major interviews for musicians as well as celebrity actors. Ikram stepped down from general journalism in the year 2020 where he began his journey in Fashion forecasting having a major company 'RWoods'” take him under their wing. As of right now, Ikram resides in Paris France alongside his family working and publishing his work to the public.
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Section 2: Letter to the reader
Dear Reader,
I'm excited to present to you my fresh off the press Trend report by the “RWoods” trend forecasting organization. This report will target the product of trench coats from the years of 2020 to2022. Along with this subject will include personally curated analytics as well as future trend forecast reports of where these types of trench coats will end up by the year 2022. Please note these eight reports are carefully studied and analyzed to be published by the “RWoods” forecasting company based on past reports as well as men’s overcoat trend patterns from past products. I hope this report is clear and precise to you as the reader.
Sincerely The Author,
Ikram Ahmad
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Section 3: Consumer Profile
This portion of the forecasting report will portray the consumer profile that rightfully appeals to the product the company is selling and in this case it is a men's coat. This consumer profile will be curated by the VALS framework to choose who the product is trending for.
It’s a Friday evening in the middle of November, A young man roughly in his mid-twenties steps out of an Uber. His stained dirty black leather Chelsea boots hit the pavement of a Soho street corner splashing a small puddle from the rain. The young man tips the driver and is on his way to the sidewalk. On his left hand is a Nike duffle bag filled with running shoes and gym attire along with a to-go protein shake. On the right is the newly released iPhone 11S with no scratch nor scuff on it. The young man is texting one of his coworkers about the meeting earlier this morning at the financial department of a standard auto motive company that he works at.
This is Jeff. Jeff is a recent college graduate of a Bachelor's degree in
Accounting. He was able to obtain a job in the finance department of a auto motive company. It's Jeff's third month of working in that company and is settling into his weekly pay of $900 a week while making time every day to attend the gym as well as social functions. Jeff is a Native American, born and raised in Connecticut who moved to New York for college. Jeff was raised in his strict and beautiful culture but also obtained the culture of a young American. His 4-day old iPhone 11S contains a few apps including Instagram and Snapchat. Jeff is a frequent user of both apps constantly Ahmad 6 posting for the media and his thousands of followers. Jeff doesn’t like to be dry, he likes to be consistent on every aspect from his work to his social life especially when it comes to his eye for fashion and trendy outfits. Jeff is in Soho to look for a long trench due to the new coming of the spring season. He’s very smart with his money and spends quite wisely but is no stranger to treating himself to what he wants. After all, Jeff has worked quite hard for what he has. It's payday on a Friday evening and a friend invited Jeff to a nightclub later tonight but Jeff checked the weather and it was going to be cold. He decides to check out a few stores to find an Overcoat that will best suit his outing tonight. As he gazes into a display window of an All Saints retail store he observes a long trench Overcoat made from a blend of Wool and cashmere. He is amazed at the royale blue pastel color and envisions himself in it as well as the popularity this coat might obtain once he posts it on Instagram. Jeff opens the door and enters All Saints.
Jeff is a description of an experiencer towards VALS framework. Jeff is a youthful man who recently obtained income to afford necessary resources as well as purchasing products that will best serve his self-expression. He is trendy but does not like to purchase what others might have. He likes to be different and unique in a luxurious way.
Jeff likes to think of himself as the trendsetter of his social media and posts his new outfits frequently to achieve validation from others.
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Section 4: 8 Trends
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Section 5: History of Trend
Out of the 8 trends provided for the clothing apparel of an overcoat. I have decided to focus on the specific and most iconic trend, the trench coat. The trench coat is considered a classic trend of an overcoat one that was made almost 200 years ago but is still a projection of the fashion world through its subtle look and definitive functions. The history of the trench coat dates over a hundred years back before world war 1. In 1823 Rubberised cotton was used to create outerwear for protection from the rain. The material used was uncomfortable and could even melt due to a certain amount of heat.
Trench coats have easily evolved in a hybrid of two functions. One was for its exhilarating fashion staple on outfits for men and women. The second was for its functionality and its ability to protect one from rain as well as effects from strong wind.
In the 1980s the trench coat made a thriving appearance in Hollywood with a number of famous actors wearing pastel-colored trench coats to portray a mysterious look. Airlines also issued trench coats to their employees for its functionality withstanding rain and wind. The 1990s is where Trench coats were laid to rest as a classic staple to an outfit.
The pastel colors did not suit the fashion of the 90’s so big brands such as Burberry released trench coats in different materials as well as bright different colors to complement and satisfy any consumer’s look. A real take away of trench coats were the cotton blend that was worn by men in cold weather. The ’90s took a shift in trench coats that changed its weather ability to basically any function they wanted. 2010 was the Ahmad 9 resurrection of pastel trench coat colors that hit the fan relatively quickly. A classic
Burberry double-breasted trench coat was a staple of perfection with a mixture of clinical and modern to it. Movie stars and celebrities are seen wearing this but a majority of them are women. 2018 was the rise of oversized trench coats and the altercation of trench coats such as chains belts and distressed. As of 2020 trench coats are mainly focused on blends and the materials used. A good quality of leather, pleated and cotton blend would make a fine staple for a 2020 trench coat.
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Section 6: Trend Timeline
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Section 7: The Pendulum Swing
The diagram above portrays the pendulum swing of the trench coat and how the timeline starting from the 1980s plays a big role in the evolution of the trends afterwards. This Pendulum swing is shown how trends have been made and picked up and dropped throughout the decade. These trends are kept in their essence while also changing up the fabric or colors to better fit consumer needs. The year of 2022 portrays
Burberry bold colored as the predicted trend. This shows that 2022 is going back to the roots of classic trench coats but with a twist of bold and vibrant colors to fit this generation's consumer needs. The next section will have a detailed breakdown on each trend of the trench coat for a clear view of how the pendulum swing works. Ahmad 12
Section 8: Trend Report
A: The Burberry Trench Coat
From the birth of trench coats The
Burberry Trench coat is one of the first trench coats ever made. One might think of a
BUrberry Trench Coat as Luxurious and classic in this generation but in World War 1 it was given to soldiers for protection against weather related causes such as wind and rain. In the 1850s Thomas Burberry produced the first of many Trench Coats. In 1879 Burberry created the fabric “gabardine” which was a tightly woven fabric made from a mixture of cotton and polyester. This fabric was sewn and stitched into a long overcoat with enlarged Lapels with Right breasted button down with an outer belt on the waist which came to be the Burberry Trenchcoat. The coat was given to Army officers as raincoats in the United Kingdom.
The Burberry trench coat was a hefty coat with the look of either shift silhouette or a low waist silhouette. The Burberry trench coat has kept it's zeitgeist of the 1850’s which is why it's labeled as such a classical trend. Although some forms of the trend Ahmad 13 have been altered or changed over time it has still kept it's integrity through its influencers. In the late 1940’s Marlene Dietrich along with other Hollywood stars have introduced the classic Burberry trench coat in movies along with their everyday wear. In the late 1990’s Kate moss was also seen in a number of Burberry campaigns modeling for the classic trench coat. In the 2010’s celebrities such as Anne Hathaway kept the trend alive and well by still wearing the classical Burberry trench coat.
The Burberry trench coat is a trend that has a beginning but no end which is labeled as a classical piece for the simple fact that it was the first ever trench coat made. The reason one must think this trend is still alive and well is for the simple fact that celebrities still wear it as if it's brand new. As for the upcoming year of 2022 this trend will thrive like never before with brightened colors and changes to it's fabric for more of a modern feel to it while still keeping the classical integrity.
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B: The double breasted trench coat
Even though the start of the trench coat was made double breasted is kept in such a way to give it the classical look. Some fashion creators wanted the image of a trench coat but given in a more elegant style and integrating double breasted buttons of 6 to 10 buttons on each side was the best way to go. A double breasted trench coat is a coat for someone looking for a more fitted style to their outfit. A person who doest layer much beneath the coat so the fit is just right. If one is known for layering underneath a coat the double breasted trench may not seem like a logical fit due the fact there wouldn't be much room to move around in.
The double breasted trench coat is a trend that fluctuates through time. The trend has the look of elegance which may not seem fitting in different points in time. In the rise of hollywood of the 1940’s double breasted trench coats with a shift silhouette was as elegant as it got. People kept the classic trench coat in their closets but as time passed Ahmad 15 people began looking at double breasted trench coats as something that was too fancy or elegant which lead to single or even no breasted for a more relaxed look. Influencers of the double breasted trench coat such as Goldie Hawn in the 1960s to Emma Wattson in the 2010’s are seen wearing double breasted trench coats to portray the look of elegance and properness. This trend is headed on a declining path with single or no breasted trench coats being 2022’s look. While the pastel and Khaki colors of the classical burberry trench coat is still an uprising trend a double breasted trench may seem too much in this day and age.
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C: The Casual Trench Coat
The casual trench coat is for an individual who would just want one simple trench coat in their wardrobe. People might think the classic
Burberry is the way to go if you're aiming for one trench coat but the reality of it is the casual trench coat compliments a lot more style and what you wear with it then the classical. When someone thinks casual they think laid back and relaxed. Something comfortable and wearable on a day to day basis and this is what the Casual Trench coat is meant for. A trench coat that is loose fitted and may not have any buttons to attach each of the sides.
The classic attachment of the trench coat is still usually present in the casual style to provide some fitting to the body. Colors for the casual look ranges to different shades but really is narrowed down to a simple pastel look to keep the integrity of the term casual in it. The casual trench coat is worn opened unbuttoned and without use of the belt to give it a comforting feel to the individual that wears it.
The shift silhouette stays the same for trench coats as usual. But what makes this opened and unbuttoned trench coat a trend is the weather mixed with the influence Ahmad 17 collected from it. Basketball star Stephen Curry is seen wearing an unbuttoned trench coat with a beanie on his head. Other influences are seen walking through a park wearing it the same way. By the looks of the surroundings the only logical explanation is that this trend mainly comes alive in the fall or spring seasons for the simple fact that it's a more relaxed weather for a relaxed outfit. Casual trench coats are a seasonal trend and just like trees they flourish in the spring but die in the winter. As for the trend for spring 2022 casual trench coats will always have a space in a consumer's wardrobe not only because it's so easy to wear but because it's so irresistible.
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D: Office Trench
Whether it's casual or a business occasion a trench coat is a perfect piece to add to a closet. Just like the
Casual trend an office trench coat is much the same, relaxed and opened up but shown layered underneath would be business attire such as a suit ot collared shirt and pants. Oversized lapels and buttons are the perfect touch to compliment a suit and tie with a trench coat office trend. Colors for this trend are mainly restricted to just the colors of beige, tan and black due to the fact it's the business casual colors anything out of those color topics would just be out of the office trend of a trench coat. Actor Andrew Garfield is seen wearing the office tren trench coat with a brown suit and white collared shirt. The silhouette of an office trench coat is loose at the bottom and fitten on the torso nah in a way of a dress but in a raincoat look. At the end of the day a trench coat is used for one reason and one reason only and that's to protect one from the rain and wind. This trend holds a solidified position to society. It does not raise nor does it lower. If you're headed to a business meeting, a Wedding or even a funeral, a trench coat would complement the sleek suit and tie that's worn. As for the Ahmad 19 spring of 2022 collection the office trend is frozen for the use of only a selective amount of people which can be used to brands and creators advantage.
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E: Military Green Trench Coat
Aside from khakis, the military and soldiers usually used green trench coats. These coats were a solid color of green to mainly help soldiers comfocauge with a certain type of environment. If a soldier was in a forest area with a khaki trench coat he or she would stick out like a sore thumb so it makes sense why this type of color was made.
Nowadays the military green trench coat is a twist and a staple on any men or woman's wardrobe. The trench coat works well with any type of black or denim attire. The trench coat ranges from the original burberry trench coat look to the heavy duty winter trench coat look but the main staple of the coat is the bold and rugged color of military green.
Influencer and model Kendell Jenner is seen wearing the military green trench coat.
This coat trend is a hybrid mix of a casual and bold colored trench coat, unbuttoned and relaxed with a distinct color that stays away from the basic colors of Khakis and tan. The military green trench coat will be of great populitray in the spring of 2022 but to an extent. The fashion of trench coats is heading back into an era where bright and elegant Ahmad 21 colors are present instead of muted or pastel colors and even though military green does not fall into that category it still is categorized as a classical trench coat piece.
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F: Cropped trench coats
Trench coats have been through length reduction from the ankles to the knees and now to the beltline. Cropped trench coats are a trend of trench coats that aren't bold and don't make much of a statement unlike the classical trench coats. The cropped coat is usually button and fitting on the top but exposes the bottom. If one does wear a cropped trench coat most of the staple of the look would be the bottoms such as the pants and shoes. The cropped trench coat is an illusion to make individuals seem taller than they look due to exposing the legs. This trend gains major popularity for the autumn and fall season just because it's so fitting for the season. This trend would be perfect and fitting for the fall 2022 season but as for the spring this trend might not be of much popularity due to the fact people want more clothing that stands out rather than just having the legs exposed.
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G: Bold color trench coat
At the birth of trench coats it was opened to a wide range of khaki shades and pastel colors. Nowadays society has a bit more of a choice.
It's no longer the options between navy blue military green and Khaki shades, people want more of an eye catching option. Colors all over the spectrum such as orange, yellow and lime green are made for a bold statement on any outfit. It's no logic to know that the bright colored trench coat is the statement of one's wardrobe due to its bright colors. Even though bright colored trench coats are an eye catcher one must be careful with what color they choose and how they intend to wear it. Influencers such as musicianist Rihanna are seen wearing a bright orange trench coat opened up and worn right with matching colors as layers. Even though bold trench coats are a trick and bold statement the use of this trend in the spring of 2022 is flourishing especially when it's mixing with the classical burberry trench coat.
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H: Vented trench coat
A vented trench coat is an obsolete trend or a trend that's so under the radar people don't really care to pay attention to it. The function of vents of a trench coat was to keep the inside of soldiers cool in humid temperatures. Flaps located in the back shoulder blade are shown with ventilation to keep the inside of the coat cool and this trend is made in almost every classical trench coat and one can say the burberry trench coat swallowed this trend for themself instead of it being a stand alone trend. This trend will be making appearances on trench coats as long as trench coats are made but more so it's would be for its function rather than it's look.
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Conclusion
In society trends are considered something that comes and goes. This widely known term is thrown around as the meaning of a Fad. Something that's temporary and wont last. A trend is greater than that, a trend is the definition of a Phoenix fire, a beautiful moment in time that dies out but is resurrected as something new every time.
In this book I focused on the trends of The trench coat, some trends more important than others but they all play a special role in the coat itself. From the vented functions of a trench coat to the casual poplin trench coat with no buttons.
The pendulum swing shows the construction of trench coats and how it has produced and picked up trends over time as well as dropping them. With the start of the burberry trench coat in the 1980s to the prediction of the hybrid trends of Burberry classic and bold colored for the spring year of 2022. After much research and analysis over the trends and where the trench coat is heading I feel like designers and retail stores should pay their attention towards classical bold colored trench coats. The classical look is timeless but once mixed with the flourishing shades of the color spectrum these coats will be eye catching to any consumer. A wide variety of shades and colors should be used to give the consumer more choice in the matter. As for the past trends they will resurrect themselves as time goes on.
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Work Cited & Refrences
Bartlett, T. (n.d.). 7 Best Men's Trench Coats You Need to Buy This Winter. Retrieved from
https://www.thetrendspotter.net/mens-trench-coats-winter/
Claire, Beca, & Cornellier, K. (2020, April 6). History Of The Trench Coat: Military
Necessity To Fashion Accessory. Retrieved from
https://www.contrado.co.uk/blog/history-of-the-trench-coat/
Fifth Avenue Shoe Repair Poplin Trench Coat. (2010, March 22). Retrieved from
https://porhomme.com/2010/03/fifth-avenue-shoe-repair-poplin-trench-coat/
List of Eighties Fashions. (2014, July 10). Retrieved from
http://www.liketotally80s.com/2006/12/list-eighties-fashion/
McRobbie, L. R. (2015, May 27). The Classy Rise of the Trench Coat. Retrieved from
https://www.smithsonianmag.com/history/trench-coat-made-its-mark-world-war-i-180955
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Mens Long Coat 1990s Style 2387 Sewing Pattern by patternshop, $17.99: Long coat men,
1990s mens fashion, 1990s fashion. (n.d.). Retrieved from
https://www.pinterest.com/pin/417216352949747181/
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