Our round up of 2018 trends

With a new year on the horizon, BDA London looks back at 2018 and the transformative year that it was. Customers are no longer going to stores for the convenience, they want an experience, Gen Z are set to take over 46% of the market by 2020, micro influencers have broadened the social landscape while the future of humanity is at risk due to the scale of plastic pollution. 

1. Drop Culture: Were you hit by the hype of retail’s new drop culture this year? From Yeezy Season 6 campaign to retail Westfield’s cult drops which consumed us throughout the year. Not to mention the unpredictable collaboration of Ralph and Palace limited pieces sending collectors and customers a like into a frenzy.

2. Experiential retail: The changing retail environment of 2018, has shown that customers are no longer going to stores for the convenience, they want an experience. Our stores of the year have delivered on this with fully immersive and innovative experiences, from Tiffany’s Style, Studio designed to inspire, encourage creative interaction and play.  Through to Matches No5 Carlos Place five storey town house which takes experiential retail to the next level.

3. Sustainability: David Attenbrough’s Blue planet series raising awareness of the unprecedented problem with plastic pollution. Whilst climate change has been the hottest topic of 2018 in fashion and mainstream media. Brands such as Marks and Spencer’s, Gap, Everlane and Stella McCartney have come to the forefront with products utilising waste plastic in a bid to stem the tide. 

4. Fashion and Politics: With the political world in a constant state of flux fashion has become a voice for expression. Designers have made bold statements aligning themselves with political movements and campaigns. While colour has been a vehicle to make a social or political statement from the black gowns at the golden globes through to pink pussy hats visualising the voice of women’s rights in 2018.

5. BDA colour of the year: Across all categories, from catwalks, high street stores and street style BDA’s colour of they year is Lilac.

6. Tailor Co-ords: Catwalks and street style sets we’re first to adopt  2018’s modern tailoring trend. It was quickly adopted by the high street across men’s, women’s and kid’s retailers as a viable commercial trend. 

7. Micro Influencers: Micro influencers has broadened the social landscape this year, encouraging brands to team up with a new generation of up and coming influencers. From asos through to depop, these have all helped to shape a diverse community creating authentic and relatable content.

8. Memes: This year memes have been fully embraced by the fashion and beauty brands across all channels, from Bershka’s AW18 campaign through to millennial beauty brand Glossier’s social delivery messages.

9. Print: 2018’s biggest print story was big and bold! Animal print dominated the catwalk and flooded the high street retail from menswear, women’s through to kids. As a VM medium it starts to signal a move away from minimal aesthetics in favour of a more expressive approach.

10. Nostalgia: Whether you’re recognising the old or discovering it as new, 2018 has been inspired by nostalgic flashbacks. With Marc Jacob resurrecting his 1993 iconic Grunge Collection to the MTV cult classic The Hills rebirth. Whatever next...

11. Athleisure: 2018 was a big year for athleisure as wardrobe staples became mainstream thanks to the resurgence of Retro Sport as a look. Kappa, Champion and Fila tracksuits were dusted off as Poly Tricot dominated highstreet retailers in huge volumes. High end designers got in on the action too, collaborating with familiar household names to tap into the hunger for branded visibility, creating more accessible entry price points for the consumer.

12. Re-Invention of Luxury brands: 2018 has been a transformative year for luxury brands who are constantly evolving to meet the changing tastes of consumers.Burberry unveiled a new logo and monogram, working alongside Peter Saville to create a “new era”. Harnessing the power of instagram Burberry teased their followers with the logo development, posting email exchanges between Tisci and Saville causing an internet frenzy. Celine delivered a more refined logo without it’s trademark accent, while Harvey Nichols introduced Holly Nichols.