Entry 022: Market Research Trip

Recent market research tip to London on 29/01/18. Locations include Selfridges, Liberty, Fenwicks and John and Pearl. 

Analysis: 

  • My research during this trip focused mainly on high end/ luxury embroidery and embellishment examples. Along side market inspiration, I also feel like I gathered a lot of really great images for future technique inspiration. 
  • Despite specialising predominantly in jewellery, a lot of the specific jewellery departments in these kind of stores, are extremely high end, 'fine' jewellery focusing mainly on silver/ gold/ diamond jewellery etc. I found very little contemporary textile or innovative material jewellery examples in these stores, so moving forward my plan will be to continue to research this particularly niche area online and in more independent small boutiques and brands. However, as my jewellery is created using a combination of embroidery/embellishment techniques and interesting materials, I still found this trip massively helpful for this and simply chose to focus my research on the women's wear and accessory departments. I am also still exploring the possibility of created some embroidered/ embellished garments too, so again, this is great inspiration for this. 
  • List of the brands I gathered research from: 
  • Mary Katrantzou
  • Fendi
  • Emilio Pucci
  • Victoria Beckham
  • Altuzarra
  • Erdem
  • Dries Van Noten
  • Anya Hindmarch
  • Anna E. Alex
  • Gucci 
  • Alexander McQueen
  • John + Pearl
  • MSGM
  • Liberty
  • Kate Spade
  • Elle Tahari
  • Velvet
  • Vil Shenko
  • Paul Smith 
  • Marks and Spencer
  • Point of analysis/ reflection from the trip: I felt that there was significantly less digital embroidery in the stores than there has been in recent months. The digital embroidery trend has had a really strong movement for almost a year, so it was interesting to see that many of the high end designers have opted for more traditionally embellished pieces this season, whilst the last of the digitally embroidered trend pieces remain in high street stores such as Zara. Whilst there was lots of traditional bead and sequin work, I noticed a significant about of blingy, 'diamonte' style beading shown specifically in the Emilio Pucci and McQueen examples. 
  • This wasn't a particular worry for me as obviously my product is quite unique and is a niche in the market, but I do feel that it will be really important for me to bring in an equal level of lavish hand beaded embellishment along side the digital embroidery to create a more hand finished, luxury feel. 
  • Again, whilst there was 3d embellishment work and 3d fabric textures, I didn't see any 3d embroidery concepts, so again I feel this is where there is a really interesting gap in the market that my work could fit perfectly into.
  • I really liked the laser cut perspex components on the Mary Katrantzou collars and pocket detailing. Although I'm not thinking at this time about working with perspex specifically, I just really loved how unique and individual this felt rather than the bog standard off the shelf beads/ sequins you usually see. I  just felt this was a great reminder to consider making my own kind of embellishments, so this is something definitely to think over the next 2 weeks of so. 
  • I also did some brief initial trim sourcing and researching at new trimmings.