This episode is part four in an ongoing series about brands and how they influence our identities and drive consumerism. In this episode, we will explore three more "emotional branding" trends of this century: convenience, nostalgia, and hope. This episode includes the following topics:
- An explanation of trend forecasting and why most large brands are selling essentially the same stuff
- WGSN and how "big trend forecasting" might be bad for fashion, workers, and customers
- The Ouroboros of hustle culture and convenience marketing, along with all of the products and industries that have thrived in a time when people are working more than ever
- Why we can't have something that is fast, cheap, and good
- How and why nostalgia gets us to open our wallets
- Why hope was a good marketing tool through the 2010s
- Identifying the upcoming emotional branding trends.
Additional reading:
"The Future of Fashion Forecasting," Kate Hart, Not Just A Label.
"Uber fares are cheap, thanks to venture capital. But is that free riding ending?" Sam Dean, Los Angeles Times.
"Polly Pockets Are Making a Comeback and They Are Just as Good as You Remember," Kate Reggev, Architectural Digest.
Future Consumer 2027: Emotions
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Slow Fashion Academy is a size-inclusive sewing and patternmaking studio based in Philadelphia, Pennsylvania. Designer and fashion professor Ruby Gertz teaches workshops for hobbyists and aspiring designers, so that anyone can learn the foundational skills of making, mending, and altering their own clothes. Ruby also provides professional design and patternmaking services to emerging slow fashion brands, and occasionally takes commissions for custom garments and costume pieces. She has also released several PDF sewing patterns for original designs under her brands Spokes & Stitches, and Starling Petite Plus. Check the schedule for upcoming workshops, download PDF sewing patterns, and learn about additional sewing and design services at www.slowfashion.academy.
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Located in Whistler, Canada, Velvet Underground is a "velvet jungle" full of vintage and second-hand clothes, plants, a vegan cafe and lots of rad products from other small sustainable businesses. Our mission is to create a brand and community dedicated to promoting self-expression, as well as educating and inspiring a more sustainable and conscious lifestyle both for the people and the planet.
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Selina Sanders, a social impact brand that specializes in up-cycled clothing, using only reclaimed, vintage or thrifted materials: from tea towels, linens, blankets and quilts. Sustainably crafted in Los Angeles, each piece is designed to last in one's closet for generations to come. Maximum Style; Minimal Carbon Footprint.
Salt Hats: purveyors of truly sustainable hats. Hand blocked, sewn and embellished in Detroit, Michigan.
Republica Unicornia Yarns: Hand-Dyed Yarn and notions for the color-obsessed. Made with love and some swearing in fabulous Atlanta, Georgia by Head Yarn Wench Kathleen. Get ready for rainbows with a side of Giving A Damn! Republica Unicornia is all about making your own magic using small-batch, responsibly sourced, hand-dyed yarns and thoughtfully made notions. Slow fashion all the way down and discover the joy of c...