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WGSN Trend Confirmations

WGSNʼs forecasts in action – from the moment we spotted the trends to when they hit mainstream The Sleep Tech Boom In 2016, WGSN identified early signs of interest in sleep tech, highlighting key product opportunities at their emerging stage. Over the next few years, sleep tech moved into the spotlight for brand strategy, marketing and product launches, with mainstream applications driving mass consumer adoption in 2021 and beyond.

2016 2019

In our Design Futures: Smart Sleep Sleep tech moves more mainstream, report, WGSN outlines the early influencing brand activations, movers in the space – then valued which we analyse in The Sleep at $7.1bn in the US – and highlights Economy: Shifts & Strategies. product opportunities for The sleep economy was valued innovators, including sleep audio. at $40bn, and is growing 8% YoY.

Sleep tech takes over the As sleep tech hits the Less invasive sleep-tracking show floor at CES, the worldʼs mainstream, the market products are emerging to leading tech trade show. In makers in. Apple Watch monitor sleep from afar, rather CES 2020: Home & Lifestyle introduces native sleep tracking than needing to be worn on the Trends, we report on the with OS7, Googleʼs Nest Hub body. Weʼre also tracking a rise most important product incorporates radar-based sleep in sleep-friendly sensorial settings, launches that are taking tracking and Bose launches including white noise, sleep stories the trend mainstream. new Sleepbuds. and calming lighting and scent.

What’s next 2020 2021 for this trend? Tech Warms Up Back in 2016, WGSN tracked early signals at trade shows, exploring how the trend towards warmer design for tech was driven by more comfort-focused consumer lifestyles. By 2020, the trend had hit mainstream – all major brands are on board and consumers have bought in.

2016 2018 2019

In CES 2016: Colour, Our CMF Design: Tech We track the move from Material & Finish, we show & Electronics report high tech to ʻshy techʼ, how textile textures are highlights how fabric is outlining how new consumer introduced as a key material “helping tech to fit into the electronics are using rounded trend for tech accessories, home”, including on the shapes and warm colours and “adding inviting tactility first-gen Home materials to fit into subtly to products to make tech smart speaker. smart interiors. Invisible Major product launches warmer, softer and interfaces such as voice confirm the trend: Apple more human.” and touch are highlighted launches the HomePod as a future focus. mini, a small sphere clad in tactile grey mesh. Amazonʼs new Echo and Echo Dot are similar in design, showing The next stage of the how major brands have trend will technology embraced this more become ambient – interiors-influenced embedded, ubiquitous design approach. and even more discreet.

What’s next 2020 for this trend? Air Purifiers In 2018, we identified air purifiers as a key item and highlighted portable formats as the newest trend to focus on within the category. Two years on, the trend came through at mainstream level in trade show launches, and significant sales growth for the category confirms consumer demand.

2018 2019

In our 2020 Lifestyle Forecast: The trend moves closer to market. Code Create, we identify protective Our Key Trend: Protectors product design as a priority, report outlines increasing demand specifying that “clean air will be for home filtration and air purifiers increasingly important, including for out-of-home use, such as cars portable purifiers.” and prams, as well as face masks.

Air purifiers see rapid growth – up 57% in 2020, with seeing 5x sales YoY. As air purifiers and conditioners At German appliances trade show IFA, continue to be an important product brands launched wearable air filters and for consumers, weʼre tracking the improved air conditioners. Our report on rise of more design-led formats that the show highlights the importance of people are happy to place within these hygiene heroes. homes and and even wear.

What’s next 2020 for this trend? Gaming Lifestyles WGSN has been tracking the growing importance of gaming since 2014. As gaming culture skyrocketed, we identified the opportunity for brands to develop gaming furniture, accessories and lifestyle items. In 2020, a major hardware launch boosted consumer adoption of VR headsets, followed by high sales during the pandemic, and brands started to launch more gaming-focused products to meet demand.

2018

With global gaming spend expected to hit $180bn by 2021, our A/W 20/21 Lifestyle Forecast: Tech-tility highlights the rise of gaming lifestyles and identifies the opportunity for brands to develop full ranges of gaming chairs, accessories and more.

Interiors brands expand into gaming; key collaborations to launch include More immersive hardware will bring The Oculus Quest 2 is the most IKEA x Asus ROG and Logitech x gaming to life sensorially, adding in accessible VR headset yet; sales Herman Miller. For next-stage NPD, haptics and a greater sense of ʻphysicalʼ rose 350% in 2020 as global our report Key Trend: Gaming Gear presence. As VR and AR headsets see lockdowns boosted the gaming outlines key areas of innovation, more adoption, brands will increasingly market. New game consoles – PS5, including inclusive design and a wider invest in designing virtual worlds – and Xbox S and X – sell out instantly. range of design and CMF aesthetics. the metaverse will open up.

What’s next 2020 2021 for this trend? At the start of the 2020s, we forecasted robot pets as one of the ten key trends for brands to have on their radar for the decade ahead. This long-term product trend is already coming through to the market at early adopter level. With product launches from major tech brands coming up, is set to grow and evolve over the next ten years.

2020

We highlight robot pets as a product trend for the decade ahead in 10 Key Trends for 2021 & Beyond due to an increasing need for companionship among a range of consumer demographics, from teens to seniors. In Key Trend: Friendly Technology, we explore how home robotsʼ design aesthetics are softening to help people feel comfortable living with . By 2025, the global market for household robots Robots proliferated at CES 2021, from kitchen The pandemic has accelerated consumer is poised to grow to $6.8bn. helpers to -like companions. Moflin, a adoption of tech, including our use of robots new robot pet with emotional capabilities, is and our trust in them. Design Futures: Life crowdfunded and heads to market. Rumours with Robots looks ahead to outline how robots swirl that is launching a home robot will increasingly take up roles across society code-named Vesta this year. The product will in the 2020s, from carebots to entertainers be its biggest launch since the first Echo in 2014. and home assistants.

What’s next 2021 for this trend? Tactile Terracotta In 2014 we called out terracotta as a key material for the future. Across 30 reports, spanning 15 seasons and over six years terracotta continues to engage and enchant consumers. From walls and floors to decorative items, terracotta will continue to drive design in the coming years.

2014 2015 2017

As consumers start to We call out terracotta tones as a key Terracotta enters new territories, acknowledge the need for colour direction for 2015, confirmed by including architecture, as we call out in balance between nature and a Trend Alert as well as by the ever- our Advanced Colour 2022, while our industry, our Confluence A/W directional Milan Design Week that year inspiration report on Australian Interiors We confirm our forecast 15/16 and Eco Active S/S 16 – where a growing number of designers highlights an earthy pigmented direction predictions as terracotta themes highlight terracotta experiment with marrying this ancient as key from walls to furnishings and explores raw and artisanal and earthy hues as an material with the latest technologies. matte, dry ceramics. designs, also at the last Maison important material and colour & Objet. According to Domino As we develop our forecasts, Artisan coming into focus. magazine, Pinterest states that A/W 16/17 highlights terracotta and Terracotta is here to stay. Etsy terracotta bedrooms are seeing The September edition of clay as two key directional calls out Burnt Orange as its a 341% increase YOY. Maison & Objet 2014 sees the colours for the season. colour of the year. Its emergence of terracotta 2018 marks must-have status relevance is confirmed in yet Google Trends visualise how in and clay, featured across a for terracotta. Pinterest another WGSN key colours the past 5 years the interest in growing number of reports in July that searches report, and Milan Design terracotta has remained steady product categories. The message carries on strong with the for it had gone up 95% since Week highlights how worldwide, with an all- high Earthed A/W 17/18 nature-focused January. WGSN lists terracotta designers and brands are in May 2020. Our Restorative palette. A broader audience is starting to as a driving material and starting to push the materialʼs Colour report calls out how its take interest in the appeal of terracotta colour in both the Buyersʼ boundaries towards tactile and natural qualities have thanks to its earthy and tactile qualities, Briefing S/S 19 Key Items as unexpected applications that a restorative effect on anxious and we include it as a key material as well as the Colour Ranges: Key experiment with its decorative consumers, and bring warmth well as a key colour for the year. Directions reports. yet functional qualities. and comfort to interiors. 2016 2018 2019 2020 Oat Milk Back in 2014, WGSN forecast the mainstreaming of plant-based lifestyles amid consumers’ growing allergy, health, sustainability and animal welfare concerns. By 2018, plant-based sales growth was ten times that of all retail – with oat milk becoming the fastest-growing plant-based milk in the US and UK. In 2020, WGSN Food & Drink analyses oat milk’s future in our Trend Curve: Oat Milk report.

2014 2017

From pea-protein-based alternative WGSN reports that growing consumer to creamy non-dairy familiarity with plant-based substitutes is substitute oat milk, WGSN predicts serving as a catalyst for category expansion, the mainstreaming of plant-based pointing to alt-dairy as a rising star. and reducetarian lifestyles and WGSNʼs New Brews coffee report name-drops dairy-free product alternatives Swedish alt-milk brand Oatly as an emerging in its Food Industry Evolution and go-to in European cafes. The product Modern Milk reports. launches across the US. WGSN names oat milk in its 10 Key Food & Drink Trends for 2019 WGSN predicts the coronavirus report, and predicts the rise of pandemic will further accelerate the animal-plant blends, from plant-based trend. By mid-March, oat WGSN calls out oat milk in its A/W Key oat-milk-based ice-cream-style milk weekly sales are 347% higher Flavours & Ingredients report. non-dairy frozen desserts and compared to the same time last year. By December, Oatly sells out nationwide in vegan chocolate bars, to lactose- The global dairy alternative market is the US, with die-hard fans paying more than free dairy/plant-based hybrids. expected to hit over $38bn by 2025, $200 to snap up a case on Amazon. US retail sales of oat milk continue growing at a CAGR of 15% from 2020, Competitors on the opportunity and to rise, reaching $84m, up from in part driven by the entrance of Oatly develop new brands for the alt-milk market. $4.4m in 2017. to . 2018 2019 2020 The Growth of Plants In over two dozen reports, the Lifestyle & Interiors team have predicted the steady rise of the plant market. From gifting and decor to home and hospitality spaces and large architectural projects, this timeline shows how plants have become an integral part of consumers’ lives and wellbeing.

2016 2017 2018

The Fertile Interior highlights the After the 2016 US election and Pinterest calls out air-purifying growing popularity of plants in , consumers retreat inward plants as a top trend for 2018, home interiors and decor, and reinforce the hygge trend. with searches up 270%. The The start of the year sees Covid-19, lockdown especially among , Our Plants & The Well Home Window Jungle shows how and a consumer fear of food scarcity. Modern functioning as a way to add explores how consumer focus urban consumers make room Victory Gardens demonstrates how mindfulness and personality to has shifted to wellbeing and slow for hanging displays and consumers use their gardens to grow their their homes. living, and the health benefits tiny herb gardens, and how own food in a move towards self-sufficiency – of plants. brands tap into the growing a long-term trend. Plants at Work discusses how small-space cohort. The ONS reveals how time spent gardening designers tap into plantsʼ ability to Plant Power: Merchandising & According to the 2019 Garden Trends has risen by 147% to 39 minutes a day. lower stress and lengthen Display demonstrates how Report, 30% of US households bought attention spans, simply by retailers – from boutiques to at least one plant in the past year. Our The love of greenery is here to stay. City integrating greenery within office big-box stores – are winning Must-Have Plants outlines key species, dwellers continue to find creative ways to and public spaces. consumers with plants. Even accessories and styling for buyers, fit more plants within their spaces, both as non-plant brands such as Glossier merchandisers and marketers. decoration and as a mindful, self-care and Mansur Gavriel use plant activity – as shown in our Plants in Small Craft & DIY: Indoor Plant Trends giveaways as a way to add Spaces report. an experiential element to highlights how the plant and DIY markets customer interactions. collaborate to offer an entirely new sector With a look to the long term, The Power of of crafting.The Botanical Home shows Plants investigates plants as the green key to how consumers invest in greenery future innovations via research by pioneering beyond plants via print and pattern. scientists, technologists and designers. 2019 2020 The Home Hub Over the past five years, the home has evolved substantially, and consumers are inhabiting and buying for this space in completely new ways. From social media’s role in opening up the home, to co-living and the need to feel ‘at home everywhere’, to the impact of the pandemic on how we live at home, WGSN has tracked the steady rise of the home hub and pinpointed each shift along the way.

2015 2017

In 2015, we published In 2017, we explore the emotional Housewarming: “Houses are landscape of home, and how the In 2019, we confirm the home hub trend turned into safe havens; meaning of home is deepening and as long-term research shows weʼre comforting and cosy, but also evolving for consumers: “Home gradually spending more time at home, welcoming to others.” That same means sanctuary: time to go home.” with 18 to 24-year-olds spending 70% year, is on the rise, and more time there. Enabled by technology, Ikea makes waves at Milan Design vloggers begin hosting house consumers are increasingly bringing Week 2017 with its biggest ever In 2020, the home hub accelerates as tours that open up their out-of-home activities into the home. presence – taking over a 3,500sq m the pandemic hits lifestyles bedrooms, bathrooms and even warehouse for six days of We forecast the home hub as one of our worldwide and people are forced to fridges for the world to see. home-focused hangouts Big Ideas for 2021, advising brands to spend most of their time at home. In 2015 is also the year of the rise of and workshops. “move into this fast-growing area of May, we highlight the rise of lifestyle spending, and seize the Domestic Cosy, a comforting and co-working spaces. WeWork is 2018 sees D2C start-ups opportunity to extend ranges and expand relaxed home and lifestyle direction expanding globally, and converge on the home: new offerings intelligently”. that points to the future of the trend. co-working spaces begin to pop brands including Feather, up inside stores and , with Harth, Buffy, Inside Weather, At of 2019, Pinterest includes the As lockdowns lift, these new a need for these spaces to feel Made In and Year & Day all home hub as a key trend in the Pinterest stay in place, and in late 2020, more homely and welcoming. gain buzz for selling cosiness 100 for 2020, highlighting increased pins Accenture declares the 2020s "the and encouraging JOMO. and searches around home and nesting. decade of the home". 2018 2019 2020 Adaptogens In 2016, WGSN forecast that Western audiences would turn to adaptogenic plants amid growing interest in all-natural health boosts, stress and anxiety relief, and ancient healing ingredients known for centuries by global cultures. By 2018, Ayurvedic ashwagandha ranked among the 40 top-selling ingredients in the US mainstream retail channel. In 2020, WGSN applied machine learning and data analytics to chart adaptogens' future in WGSN Trend Curve: Adaptogens as immunity demands increased due to Covid-19.

2016 2017

WGSN calls out the use of WGSN names adaptogens as a top adaptogenic reishi mushrooms wellness trend for stress relief and mood in wellness supplement powders, elevation, as early adopters spread WGSN predicts the coronavirus tinctures and beverages for stress interest in ancient healing ingredients pandemic will accelerate the and anxiety relief in its Earthy and alternative medicines. WGSN cites the mainstreaming adaptogens trend, with Food & Drink report. of adaptogens to relieve stress applications evolving to fulfil WGSNʼs Mood Food report cites the and boost immunity and mental rising demand for specific mood-enhancing properties of clarity, including herbal immunity-boosting food adaptogenic reishi and Cordyceps superstars ashwagandha, and drink. mushrooms while its New Wellness WGSN reports that pioneering brands ginseng and rhodiola. Foods report calls out Ayurvedic By April 2020, the volume are moving adaptogens into new ashwagandha root. In its Food & Drink Innovations of adaptogenic online retail categories with latte mixes, wellness and 10 Key Food & Drink Trends products increased by 63% shots, ready-to-drink coffee, hot reports, WGSN calls out new in the US and 19% in the UK chocolate and sparkling sodas in its brands including Mud\Wtr, Kin compared to the same time last Shaking up Soft Drinks report. Euphorics and Recess, which are year. The number of brands

US sales of ashwagandha grow in positioning adaptogen-infused with adaptogens rose by 45% in both natural and conventional canned drinks as alternatives to the US and 16% in the UK over herbal supplement channels. alcohol or coffee. the same time period.

2018 2019 2020 Korean Cuisine & Flavour Korean cuisine has been growing in popularity among Western audiences since the mid-, thanks to Korean-American chefs David Chang (Momofuku) and Roy Choi (Kogi Taco Truck), combined with Millennials’ love of bold, global flavours. Since 2016, WGSN has tracked Korean barbecue, and gochujang, a spicy chili paste. In 2020, we document the expansion of Korean cuisine from food trucks to the frozen food aisle in Key Trend 2020: Korean Cuisine Evolution.

2016 2017

WGSNʼs Key Flavours & Pairings WGSN charts restaurants exploring global predicts gochujang will gain cuisines and predicts global flavours will as bold spice increasingly enter home kitchens, along with specialist appeals to Millennials and Gen Z. equipment like Korean dolsots (stone pots for rice dishes). In its Earthy Food & Drink report, WGSN states consumers will be Datassential Menu Trends reports attracted to traditional food production gochujang mentions on menus have techniques and seek complex flavours grown nearly 300% between 2015-2019. like those of fermented foods, The in South Korea coupled In the UK, Statista reports 27% of highlighting Mother In Law's DIY with Gen Z and Millennial love for K-Pop, K-Beauty respondents believe Korean cuisine to be kimchi kit. and authentic global foods propel the rise of Korean “very popular”; 38% say “quite popular”. Key Trend 2020: Korean barbecue and kimchi on restaurant menus in the WGSNʼs Barbecue Food Trends forecasts Cuisine Evolution charts the US, according to the NPD Group. more global flavours in barbecue, noting expansion of Korean cuisine

Kraft Heinz partners with David Chang on condiments are an easy way consumers from restaurants to packaged Momofuku Ssäm Sauce, a co-branded gochujang can experiment with flavours from foods including frozen meals, spread in Original, Spicy and Smoky flavours. around the world, like Korean kimchi. condiments and snacks.

2018 2019 2020 Polka Dots Back in 2017, WGSN Fashion highlighted the comeback of polka dots in the S/S 18 Buyers’ Briefing as a classic print reaching fashion status.

2017 2018 Off-White, Balenciaga, Jacquemus WGSN forecasts the evolution of classic and Loewe send black and white polka dots in to an abstract and painterly polka dots down S/S 17 and A/W markings style. 17/18 catwalks. WGSN Social Media Adoption data shows WGSN Catwalk data shows polka dot dress reached an all-time high dots/spots nearly double YoY penetration of 12.8%, 6.4pp growth across Pre-Summer 18 catwalks, compared to the previous year and grow a further 19% YoY across At retail, new season volumes jump by Spring/Summer 18 shows. Growth 74% UK and 114% US across S/S 18. The is driven by key categories following season sees animal print AW 19/20 catwalk data indicates that animal print particularly, dresses (+177% YoY), jumping 225% UK and 77% US YoY is beginning to plateau. Abstract and painterly and woven tops (+103% YoY). (WGSN Instock) techniques resemble dalmatian and appaloosa trends. It shows polka dot dresses jumped by #Dalmation and #Appaloosaspots trends 151% YoY, and a further 63% across Pre-Summer introduced at WGSN Fashion Feed. 20 collections. WGSN Social Media in August 2019 shows Zara launches its polka dot black and white dress polka dot dresses increased penetration in S/S 19 and it goes viral. Seen on the streets of by 1.5pp YoY while online retail from the UK, Spain and Portugal and appearing in WGSN Instock showed polka dot dresses many articles including for The NY Times, BBC, increased their share within best Telegraph, The Guardian, Vice, BOF, Elle and performing styles by 46% compared to the Vogue. It also gets its own . previous year. 2019 Turmeric Back in 2015, WGSN forecast the mainstreaming of turmeric, noting its rise in the wellness market as a healthful, flavourful booster for soups, marinades and drinks, as well as turmeric tea and lattes. By 2019, the Ayurvedic and immune-boosting ingredient led the wellness market, with sales accelerating even further in the wake of the 2020 coronavirus pandemic

2015 2016

WGSN highlights turmeric in WGSN publishes Tumeric Time, a Key marinades, sauces, soups and Trend report dedicated to the versatile seasonings in its Key Flavours spice. Google includes turmeric in its & Pairings report, pointing 2016 Trend Report out its health benefits. WGSN tracks the rise With 118% annual growth in of turmeric in a mass and 32% annual growth broadening range of in the natural channel, CPG drink products, turmeric with its key from drinkable health component curcumin is a WGSN names turmeric in 10 Key Trends for shots to soups. standout ingredient, Food & Drink for 2017, highlighting its according to figures from the superfood status, anti-inflammatory benefits, 2019 WGSN once again calls out American Botanical Council. and affiliation with Ayurvedic medicine. turmeric by name in its 20 Trends for the 2020s report. Turmeric is the top-selling, natural channel Turmeric is one of mass groceryʼs herbal supplement with $50m in sales and “hottest ingredients with $11bn in Turmeric sales surge 12% YoY growth. In the mainstream, sales in the year ended July 7 2018”, as consumers seek turmeric ranks fifth with sales of $32.5m and according to Nielsen, while sales of immune-boosting functional 47% growth, according to the American fresh turmeric show a five-year foods in the midst of the Botanical Council. CAGR of 76% to 2018. coronavirus pandemic. 2017 2018 2020 Rosé Wine WGSN Lifestyle & Interiors highlighted the change of mindset around the colour , and how it’s managed to shrug off its feminine associations. We forecast this would mean a change for pink drinks in general, looking at rosé as well as cider, pink lemonades and cocktails.

2012-2014

The team identifies the rise of rosé wines at trade shows including Imbibe Live!, specialised in drinks.

Tracked new changes British supermarkets confirmed in the marketing of rosé that in the previous year, rosé wine – brosé and frosé We confirm the trend, with rosé was dubbed more popular than in particular. wines doubling in the UK. Prosecco for the first time.

2015 2016 2017 Loungewear While loungewear has been a growing sector for over a decade, factors such as the desire for comfort, the popularity of multi-use garments and the increase in working from home have propelled its growth.

2017 2018

The look of cross-category The growing importance loungewear or ʻlife-wearʼ of the home as a place of are added to the Fashion Feed – ranges begin to take wellbeing and comfort is #stayhomestyle, #twomilewear, #knittedset shape, highlighted by highlighted by WGSN in As we are confined to our homes during WGSN at trade shows and the Future Innovations the coronavirus pandemic, WGSN revisits led by brands such as 2021 report. 2020/21 design priorities, pulling together Hanro, Asceno and Lunya. The concept of Home Hub is back #Pyjamadressing is added in the Home Hub-related analysis and design in focus for Big Ideas 2021 – WGSN Fashion Feed. direction. predicts working and playing The desire for comfort in the closer to home will fuel the rise Sweatpants show an increase of full-price home is reinforced by WGSN of the loungewear category. sell-outs at 16% in the UK and 22% in the US. Instock Data, recording an Considered Comfort – WGSN increase in the words ʻsoftʼ and Post-pandemic, lasting lifestyle changes and forecasts how fashion will ʻcosyʼ at retail with ʻsoftʼ properties #stayhomestyle will continue to influence the respond to our changing increasing by 109% in the US and loungewear category, with a focus on relationship and defines ʻthe 30% in the UK YoY across A/W 18 comfortable, ethically sourced fabrics and new cosyʼ mode of dressing. new season loungewear deliveries. cooling properties. 2019 2020 Athleisure In the mid-2000s, women began to reject unrealistic body ideals in favour of a more athletic shape. With wellness being mass-adopted, this led to a combination of ‘athletic’ and ‘leisure’ emerging across fashion

2008 2012 2015

The global financial crisis WGSN predicts mass Ath-beauty trend triggers a global health adoption of wellness forecast by WGSN. system crisis. WGSN across industries and the starts talking about the rise of restorative fitness. concept of athleisure. 2016 Athleisure 2.0 – WGSN forecasts Restorative fitness Wellness eclipses hedonism with 2014 the next functional evolution of gains traction. WGSN the emergence of sober clubbing, 2010 athleisure and its legacy. As Athleisure becomes identifies athleisure raves and SoulCycle. growth slowed down (+16% YoY in Millennial anti-hedonist a mainstay. Focus styles including Meditation booms. WGSN the first half of 2018 vs 2017), those movement goes mainstream. moves to ʻwealthnessʼ; #alldayactives and forecasts ʻsloungewearʼ as an same retailers held new-in wearables and mental #fashleisure. Wellness athleisure -off, while gyms activewear volumes stable (0%) on health apps boom. tourism emerges. replace clubs as social hubs. 2011 the year in the first half of 2019 Leggings start According to WGSN Instock, data (January 1-June 30) vs 2018. High fashion embraces to outsell jeans. collected from 26 UK retailers the athletic look, with available from 2015 to 2016 tracks ʻsports-luxeʼ appearing new-in spring/summer fitness 2018 on the catwalks. and activewear volumes jumped by 72% YoY in the second half of ʻBath-leisureʼ is called 2016 (August 1-) vs out as part of the Living 2015, followed by a further +70% Well trend; mass YoY in the first half of 2017. adoption of ath-beauty. 2017 2019 Millennial Pink Soft pink starts to uptick, driven by brands such as Glossier and Mansur Gavriel, and the release of Apple’s Rose Gold iPhone. WGSN forecasts pink as a key colour for S/S 16 as part of our macro trend Soft Pop.

2016

Pink begins to peak. Pantone confirms Rose Quartz as colour of the year 2016 alongside Serenity, signalling neutrality.

Through WGSN Instock, our buying team confirms the peak of pink for S/S 16, with the shade accounting for 8% of the total WGSN Instock confirms an new-ins for apparel in UK´s online retail. increase from 17-20% of new-in Pink becomes one of the most bright-coloured apparel (red, Instagrammed colours in history, with a pink, yellow, orange and purple) 2014 younger demographic helping to coin the in the UK womenswear market ʻMillennial Pinkʼ moniker. between 2016-18. 2017 2018 Ath-Beauty First tracked by WGSN back in 2012, the term ‘athleisure’ has become embedded in the fashion vernacular. With the global athleisure market estimated to reach $350bn by 2020, opportunities for beauty brands to get involved are huge. It’s no surprise that ‘ath-beauty’ is a category on the rise.

2012-2014 2016 2018

WGSN Fashion calls out WGSNʼs Active Beauty report in 2016 Early adopters include brands that and tracks the evolution of was the first to track the emergence of cater to the gym-goer, offering athleisure for apparel. ath-beauty, highlighting the start of this products in gym-friendly sizes and new fitness and beauty category with a sustainable packaging.

focus on prolonging the ʻworkout glowʼ, inner wellness, and sweat-proof make-up.

Around the globe, our editors track the evolution of the trend through the WGSN Beauty Feed, highlighting brands such as Lululemon, Clarins, Kosas Cosmetics and FaceGym already tapping into ath-beauty. WGSN coins the term ʻath-beautyʼ and forecasts the According to Edge by data, evolution of the trend into beauty products referencing Athleisure reaches peak products that place a greater “sweat-proof” or other sport-related As we move through 2020, mass market as brands emphasis on the body and keywords online increased by 48% YoY unisex skincare products that across the globe embrace brain, and cater to the rise of in the first half of 2019, with colour adapt to consumersʼ active and the wellness lifestyle. outdoor activities. cosmetic products driving the growth. daily lifestyles will be the focus. 2015 2017 2019 2020 Clips Back in 2016, our macrotrend Youth Tonic was all about self-expression, , creativity and a strong ‘90s influence. As part of this movement, our Beauty team predicted a new wave of fun, kitsch hair accessories that encouraged the consumer to customise their own looks. By November 2019, hair accessories were one of the fastest-growing categories at online retail in the UK and US.

2017 2018

WGSNʼs Catwalk Team In line with WGSNʼs prediction of the highlights the use of layered resurgence, hair clips and and embellished hair bejewelled pins make a strong comeback accessories as part of the key throughout A/W 18/19 catwalks and trend Regal Opulence from the are highlighted by our team as a S/S 18 global catwalks. key item for the season.

WGSNʼs Buyersʼ Debrief Volume Drivers A/W 18/19 shows hair accessories performing well across trend-led and luxury markets. Out of In July, WGSN Instock shows stocks (OOS) jumped to hold 21% UK and 24% that hair accessories full-price US, up from 7% and 9% the year before out of stock were up by 63% in the As apparel trends are riding an (WGSN Instock). UK and 94% in the US YoY. -femme trajectory for A/W As part of Beauty Edit A/W 19/20, WGSNʼs From street style to editorials 20/21 and beyond, accessories Beauty Team highlights the importance of and music festivals, WGSN experts and footwear continue to the hair clips beyond the hyper-feminine across the globe report on the mass emerge as a way to balance out consumer and advises WGSN clients to adoption of the trend through and street. Keep an eye on consider it for the more polished androgynous Beauty Feed with hashtags such as street style through the Beauty looks in line with Gen Zʼs take on beauty. #hairaccessories and #hairjewellery. and Fashion Feed for more. 2019 2020 Beauty Ingredient CBD We first highlighted the potential of CBD back in 2015, and over the last five years, the market has grown at a considerable pace. The ingredient is found in everything from supplements and vapes, to pain-reducing balms and vaginal suppositories.

2015 2016

WGSN Insight highlights the rise WGSN Beauty highlights the of cannabis culture in the US, emergence of cannabis as a driven by legalisation of key ingredient for skincare in marijuana in some states and the futurist report, Skincare new products with a more slick Concepts. At Cosmoprof Bologna 2018, and sophisticated aesthetic. our team confirms that cannabis has become a popular ingredient for

skincare, hair and body formulations,

and products draw a lot of attention with the use of the hemp leaf in packaging. Around the globe, our Beauty Feed editors confirm mass WGSN Beauty reports that WGSNʼs The Future of Hair forecast adoption of CBD as a key cannabis is set to become a highlights the evolution of CBD as a key ingredient by brands and key ingredient for skincare ingredient for hair care products due to retailers across hair, skincare formulations in 2018. its anti-inflammatory properties. and cosmetics.

New Beauty reports on the Elle Magazine features consumersʼ CNBC reports Sephora making rising use of CBD in the US, new love for cannabis-based skincare cannabis beauty an official mostly by skincare brands. as a form of self-care and wellness. product category.

2017 2018 2019 Discover what WGSN can do for you

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