GLOBAL REPORTFinding the Future seriesFASHION2Our focusWhile we recognise that most searches are related to fast or high-street fashion, our focus in this report remains on disruptive trends guided by the unique voices of an emerging, niche consumer base. These consumers have the power to shape and transform the ever-evolving fashion landscape.SHEINPrimarkZaraMujiUniqloH&MOutfit of the DayFashionStreetwear220m Average global monthly searches3Click to navigateIntroductionand framework1.3.Consumer needs2.FashiontrendsConcluding thoughts 4.What's next on consumers' fashion runway?4Introduction and frameworkIntroWelcome to Kantar’s Finding the Future series, your guide to the latest global trends.Powered by Kantar's proprietary Dx Analytics toolkit, we apply AI and analytics on big data (search and social) to identify emerging trends at speed and scale.By layering human insight and Kantar's trends framework, we identify growth opportunities for brands across markets, languages, and categories in real time.In this issue, we immerse ourselves into the world of fashion whilst also rooting ourselves firmly into the evolving context of consumer needs unearthed from our previous three reports.Join us as we take you on the journey to discover how consumer needs transfer across categories and manifest into trends!5Introduction and frameworkHow wedid itWe looked at over 2.5b Google searches linked to 113+ topics spanning 4,888 trends globally over a span of five years to uncover emerging trends. We've anchored our findings in the ever-changing landscape of consumer preferences, drawing on our recent reports to anticipate trends shaping the future of fashion. 2018-2023Time period2023Predicted data2.5 billionData points4,882Number of searchtrends evaluatedIntroduction and frameworkKantar trendsframework6Macro driversDiscrete, measurable and sustained forces that change and shape the consumer landscape.Organised by:Social, technological, environmental, economical, political, and wellbeing drivers.Organised by:Protection, wellbeing, connections, identity, experiences, flow, status, and responsibility.Leveraging Global MONITOR, Kantar's proprietary attitudinal databaseLeverages Kantar's proprietary Dx Analytics toolkit powered by big data and AIOrganised by:New products, services, subcultures, messaging campaigns, etc.Data sources:Includes government data, news reports and industry sector information. Data sources:Attitudinal and values surveys, social data.Data sources:Social and search, panel and industry data. How to use:Useful for thinking aboutoverall business and growth strategy.How to use:For brand strategy and positioning, marketing communications and content creation.How to use:Product innovation, renovation and communications.Category/Product expressionsLeading-edge manifestations of energy in any market. Includes types of products, benefits and ingredients.Consumer trendsThe result of shifts in consumer expectations, ...
