Why some brands choose to use trending print designs for their products

Are you unsure if you should be undertaking trend forecasting for your next print? 

1. There are two types of clients who buy prints. The first being those that follow general fashion trends and will only buy a print backed by runway or consumer research and the second being those that want more of a rare concept, a print harder to find on the market - which I call an 'artwork' based print, where colours & patterns can be unique.
2. So, why do brands care if a print is 'trending'?  Generally larger brands need to know a print will sell well in the market before they spend money investing, designing and manufacturing products with a pattern on it. The more money to loose, the more research needs to be done. Many large retailers are inspired by runway items for this reason. Seasonal colours are chosen based on trend predictions and core colours are determined from last seasons best sellers. For example, if a specific Navy sells well, it is not often changed, and is named a 'core colour'. 
3. Who can take risks and why? Often smaller brands with more room to be unique and are able to make more creative “risks”. Thus they are more likely to buy and use a print because they like it, oppose to it just being inspired by a trend. On the flip side, market leaders can also take creative risks, knowing they help set these trends. Designers who understand their customer can also purchase a print because it is unique, knowing it fits their customer. 
4. 'On trend' prints usually consist of... a particular style of florals, animal, geometrical and scarf style prints. There are also key colours and scales that present each season. You may notice you are seeing oversized blurred florals in every store this season, or maybe a micro check.
5. Artwork style prints, have their own signature look and feel... Often you will look at one of these prints and know what brand it has come from. You would not often see a pattern of these designs throughout different retailers. Brands that choose these prints do not traditionally follow mainstream trends, yet can instead have their own signature print style or look and feel. These brands want to stand out and be different, though they take a risk by doing so! 
6. So is one better than the other?  I would say a safe bet is to have a mix of both trending and unique prints! Prints you know will be best sellers but also prints that offer something different for the customer who is willing to stand out, and that sets your brand apart.

What do you think about when choosing prints for your fashion business?

To me, there is no one size fits all, or no "right' way to make a decision when purchasing a print - though I hope after reading this you have a better understanding of how the market operates. 

If you would like to view my exclusive print library, with both trend forecasted and unique artwork designs, please request access today. If you would like to learn more about print design, please fill your information in the online resource form. 

​Britt