fashion forecast AW 2019/20-The ultra Nationalist: India, China and US.
F-trend brings the fashion forecast for the season Autumn Winter 2019/20 based on our consumer trend report "The Ultranationalist". This is one of our AW trend forecast 2019 covering the impact in India, United state and China.
Globally with the rise of social media across the US and Indian market politics has manufactured the mood of the nations like India, US and China. The interpretation of nationalism is getting shaped and defined differently for getting the maximum political benefits. While in the US it's white nationalism, in India we witness the rise of Hindu Nationalism and in China, the consumer snubs personal interest compared to the national interest as reported by peoples daily.
According to a report released by the website of communist mouthpiece People’s Daily:-
most were born in the 1990s, 57.9 percent are female, with a strong sense of “pride in the Chinese culture”. Claiming to be fed up with talk of individual rights and civil liberty, they are pro-government and pro-authoritarianism.
The American Nationalism
US men and women agreed that someone was “truly American” only if they were Christian, spoke English and had been born in the United States.
We found proportionally more restrictive nationalists among people without a college degree than among college graduates. Restrictive nationalists had the lowest mean incomes of any group and were especially likely to be evangelical Protestants. They were also more likely to be women than men.
The Indian Ultra-nationalism
In India, prime minister Narendra Modi leads a Hindu nationalist movement that simultaneously seeks to modernize India while appealing to Hindu pride in a glorious (and sometimes mythologized) past.
Indians are increasingly defined by Ultra-Nationalist or the anti-nationalist, where more than the 60 percent people are youth fall for nationalism as the key driving force.
Opportunity for brands
With the rise of the ultra-nationalism phenomena among consumers, the rise of the homemade product will be sold well. The products that add a flavour of the nation's pride will be able to win the consumer's demand.
Connecting national pride to Army will be sought as a self-esteem among consumers, in such conditions there we will see a sharp rise in demand for military Green colour.
One such example is a brand started in the year 2006, Patanjali. With the potential of spreading across the globe, Patanjali is one of the fastest growing FMCG brands and has been riotous in the global market. The brand claims to offer products that are chemical free and are made of ingredients directly derived from nature; successfully manages to emotionally connect with the customers. As a matter of fact, a majority of employees working at Patanjali are loyal volunteers serving the customers. This definitely adds up positively to the brand when it comes to consumer connect as consumers start identifying themselves as people living with their core values.
Connecting the trend to Fashion Industry-
Fashion Industry needs to hit the consumers desire for the styles associating them with the pride of the country- in such stipulations, there will be a market for the country-prints, tribal influence in design direction and style development for the collection. The designers should look the direction from the rural areas. One such style will be inspired by the peasant's fashion and the demand for the traditional plaid will see a sharp upsurge.
Find out the key colours, print and styles that will see growth in Autumn Winter 2019/20
Tribal, camouflage and Vintage Plaid
The prints for the Autumn winter season for the Europe and US consumers will be inspired by Tribal Navajo, Camouflage and the Vintage Plaid.
For the Indian market, there will be an anxious demand for the prints associating consumers with vintage florals, Phulkari, and camouflage.
Paisley will be revisited this season in the more refined way and its one of the must-have print to follow.
color trends 2019- revisiting vintage colours
The season will witness the rise of military green and the colours such as vintage purple, royal blue and for the Indian market orange will surge in demand.
For the American and Indian market military green and orange, tones are must while purple will be accepted universally.
Since the influence of China could be seen growing, the Chinese red is one of the most important color to work on.
Poetic sleeves, mixing vintage lifestyle
The season will see styles inspired by cowboy style, poetic victorian influences for the European market and there will be also styles inspired from the west American fringes.