The Hunting and Collecting Summer 2010 lookbook will have hipsters and prepsters alike scrambling to stock their stylish closets.
Labels like Band of Outsiders, Porter, Common Projects and Opening Ceremony make an appearance in the Hunting and Collecting Summer 2010 lookbook. Hunting and Collecting uses a single model to show off its preppy new gear. If I had the job, I'd let them pay me in clothes.
Implications - Male youth consumers are drifting away from an edgy aesthetic back to a preppy one. This more upscale look can in part be attributed to the lavish lives portrayed in hip hop songs and young males wanting to live a comfortable life. Companies should gear products and services specifically to this niche group.
Washed-Out Preppy Menswear
The Hunting and Collecting Summer 2010 Collection Lookbook
Trend Themes
1. Preppy Menswear - The growing demand for preppy menswear indicates an opportunity for fashion brands to offer upscale, comfortable styles targeted at male youth consumers.
2. Lavish Lifestyle - The influence of hip hop culture and a desire for a comfortable life are driving a trend towards a more upscale aesthetic among male youth consumers, creating opportunities for companies to cater to their preferences.
3. Niche Marketing - The shift towards a preppy aesthetic among male youth consumers presents a niche marketing opportunity for companies to develop products and services tailored to this specific target audience.
Industry Implications
1. Fashion - Fashion brands can capitalize on the trend towards preppy menswear by offering a range of upscale and comfortable styles targeted at male youth consumers.
2. Hip Hop Culture - The influence of hip hop culture on male youth consumers' desire for a lavish lifestyle presents opportunities for companies in the music, entertainment, and lifestyle industries to provide products and services that align with this aesthetic.
3. Marketing and Advertising - The niche marketing opportunity created by the shift towards preppy menswear among male youth consumers opens up avenues for marketing and advertising agencies to help companies develop targeted campaigns and strategies for this specific demographic.