Derek Lam's Patriotic Tribute to the US of A
Jacqueline Parrish — September 14, 2009 — Fashion
References: dereklam & coutorture
A step away from his usual aversion to all-out color, Derek Lam's Spring 2010 RTW collection was a hue-studded tribute to the all-American gal.
The all-American attire was a conglomerate of spring looks, beach-wear separates and hot-pants galore.
Floral prints and brightly hued tanks, tops, dresses and skirts with cuts and shapes reminiscent of the decades past gave the line a feel of an updated version of 1940s all-American attire.
Implications - Now that China has been labelled the next great world power, youth consumers are nostalgic for classic American culture. JFK-era fashion and pre-1960s counter-culture movement apparel is specifically very appealing. Companies can attract and form a more meaningful relationship with these consumers by creating products that scream classic Americana. Brands can either inject Americana into their marketing or new products.
The all-American attire was a conglomerate of spring looks, beach-wear separates and hot-pants galore.
Floral prints and brightly hued tanks, tops, dresses and skirts with cuts and shapes reminiscent of the decades past gave the line a feel of an updated version of 1940s all-American attire.
Implications - Now that China has been labelled the next great world power, youth consumers are nostalgic for classic American culture. JFK-era fashion and pre-1960s counter-culture movement apparel is specifically very appealing. Companies can attract and form a more meaningful relationship with these consumers by creating products that scream classic Americana. Brands can either inject Americana into their marketing or new products.
Trend Themes
1. Classic Americana - Opportunity to create products that embrace classic American culture and appeal to nostalgic youth consumers.
2. Jfk-era Fashion - Disruptive innovation opportunity to develop apparel inspired by the fashion of the JFK-era, capturing the interest of youth consumers.
3. Counter-culture Movement Apparel - Opportunity to design and market clothing inspired by the pre-1960s counter-culture movement, catering to the preferences of nostalgic youth consumers.
Industry Implications
1. Fashion and Apparel - Opportunity for fashion brands to incorporate classic Americana styles and create products that resonate with nostalgic youth consumers.
2. Marketing and Advertising - Disruptive innovation opportunity for marketing and advertising agencies to help brands infuse Americana into their messaging and target the nostalgia-seeking youth consumer market.
3. Retail and E-commerce - Opportunity for retailers and e-commerce platforms to curate and promote collections showcasing classic American culture, appealing to the preferences of nostalgic youth consumers.
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