Fashion is a tricky beast to predict. We’ve heard questionable verification that longer skirts and even darker nail polish colors are tied to chilly economic climate. Other trends are possibly cyclical, while some flare up out of nowhere and hang around like STIs when celebrities decide to dress homeless or wear kabbalah bracelets.
One that thing be apparently predicted with reasonable accuracy is brand strength. This is the assertion of U.K. creative consultancy FutureBrand, who have created a virtual market where more than 1,100 “traders” pretended to buy and sell shares in over 1,000 global brands based on growth potential.
The brands surveyed weren’t just fashion ones, with Denny’s, McDonalds, 7-Eleven, IKEA, Facebook and Land Rover all going from strength to strength. But along with those depressing and/or predictable stats are some that give us a glimmer of home.
First, it looks like ironic grills won’t be an edgy fashion statement for much longer. Bling is evidently on the way out, with only five of the top 50 brands (La Mer, Lexus, Chanel, Hermès and Tiffany) in the luxury category, all of which have “authentic heritage”. The report asserts, “It’s not about value, just a return to reality that feels long overdue in a world that has been dominated by the symptoms of ‘affluenza’ fuelled by lifestyle ideals out of reach of most consumers.” Or as Lorde puts it, “that kind of luxe just ain’t for us, we crave a different kind of buzz.”
Continuing in the same thread is that ‘conscious’ brands will move from niche to mainstream. We’ve already not blinked an eye at the eco-conscious initiatives of Warby Parker, Stella McCartney and even H&M, and the study confirms that sustainability will be even more key in the coming years.
The other predicted trends are a continued hunger for convenience foods, a bigger focus on crowdsourcing, and the ascent of China to superpower status. So if you want to fit in with the crowd in 2023, you’ll be shopping at Hermès and Chanel, but probably buying your pants in much larger sizes.
See the top 50 brands below, and read the full report here.