All over the runways for Fall 2009 were hats of every sort. While this is an indication that hats are in fashion for the season, most folks have no idea how to wear them.
Enter the Kangol Fall/ Winter 2009 lookbook. Not only does it show the diversity of hats offered in Kangol’s most recent collection, it also helps regular people figure out how to wear them in a realistic and practical way.
Implications - In the last few years, there has been a backlash against traditional fashion marketing that features gorgeous supermodels in technologically enhanced spreads. A company can capitalize on this backlash by investing in marketing that features shots that appear more natural and candid, exuding the aura of a marketing campaign shot by amateurs. This connects the brand with consumers, who view the marketing as representative of themselves.
Headwear How-To Guides
Kangol Fall/ Winter 2009 Lookbook Helps Non-Fashion Folks
Trend Themes
1. Hat Fashion - Creating more accessible fashion and attire guides for non-fashionable individuals
2. Non-traditional Marketing - Investing in candid and natural marketing to appeal to consumers
3. Practical Fashion - Highlighting fashion pieces that are both stylish and practical for everyday people
Industry Implications
1. Fashion Retail - Taking advantage of the resurgence of interest in hats and offering practical styling advice
2. Marketing - Offering more candid and realistic advertisements to increase brand loyalty
3. Fashion Education - Creating educational materials that simplify fashion and hat styling for regular consumers