Shoes, bags, clothes, jewelry … How to know in advance what will become iconic? Vincent Grégoire, Consumer Director Trends and Insights of the Nellyrody style office gives us his secret to always have one step ahead.
The trends are ephemeral. Some last longer than others, but they always end up disappearing. It is therefore preferable to invest in timeless parts, which will not be out of fashion the following season and will even be able to resell at gold prices for years later. But how does a room become iconic?
Who would have believed that the Hermès Birkin bag would become a symbol, still carried 45 years later? The same goes for converses or vans. Some pieces have become so emblematic that they no longer question their style. Classics such as Lady Dior or Chanel Timeless have taken such a magnitude that they would be considered today as real investments.
What if you were told that it is possible to identify parts that will become icons in advance? Vincent Gregory, Consumer Director Trends and Insights of the Nellyrodi style office, shares his secrets at Women’s Journal : “You have to observe everything. Media, reports, public places such as shopping centers or even popular emissions like Marseillais in Ibiza or France has an incredible talent … These are various sources of inspiration. “He adds:”Trends are cultural phenomena. It is therefore crucial to link them to events. For example, this year, the exhibition on Marie-Antoinette at Victoria and Albert Museum has bound to light the ‘Coquette-Core style. “
However, predicting the success of a play is not as simple. “”It is not an exact science, there is a part of unforeseen. Offering a bag to influencers or celebrities can promote its success, but that does not guarantee anything. A product can fail if it does not meet consumer expectations “he specifies. Understanding the air and the deep expectations of consumers seems to be the key to predicting classic future.
According to him, a piece becomes emblematic only if it responds to the desires of customers. But trends do not only depend on appearance. Economic, political and social contexts also play an essential role in their success. He quotes the example of Longchamp, whose bags are experiencing a renewed popularity. “”There is a longchamp return because consumers have enough excessive luxury, disconnected from reality“He insists.
In the end, an iconic piece is not decreed, it is essential over time.
