TREND RESEARCH
I found that Youth Tonic was too urban to fit
in with Ted Baker’s brand image. Although it
was appeal to a younger target market it
would not fit the brand. Ted Baker has more
sophisticated styles and therefore this trend
is not suitable. Also the colours seemed too
bland and neutral for what I wanted for the
20 piece range. Materials which would be
used for this trend, such as mesh, also would
not fit the look I wanted for the 20 piece
range. Although I want this range to appeal a
younger market, I think that mesh is pushing
the boundaries I am not looking for that
style for the range.
I like the floral patterns and the bright
colours in the trend Psychotropical and I
think that this would work well for my 20
piece range, especially as florals are a
signature print for Ted Baker. However,
overall as a trend I do not think that
Psychotropical fits the brand. In my last
project, my group chose Psychotropical for
our 20 piece swimwear range and our brand
was Juicy Couture. Juicy Couture and Ted
Baker are completely different so they would
not have similar trends and Psychotropical
fits Juicy Couture. There are elements of the
trend that would work well in the range and
I will probably incorporate floral prints into
my range but Psychotropical is not the right
trend for my collaboration.
Youth Tonic
colour palette