“The Big Idea Continued: Athleisure, Upcycling Culture, Colour Theory”

Table of Content

• The Big Idea Recap

• Creative Strategy Formula

• What Makes a Big Idea Successful?

• Big Ideas in Fashion

  • Athleisure

  • Upcycling Culture

  • Colour Theory

Last week, we talked about the “big idea” in marketing and what makes an idea big. As an example, we looked at one of the most iconic pieces in fashion, and that is the Little Black Dress. The LBD welcomed new possibilities and opportunities in womenswear and for an idea that originated in the 1920s, its significance lives on until today.

Let’s dive deeper into the creative development and strategy aspects of the big idea. Before we gather our team for a big idea brainstorm session, it is important to consider a few things:

• What problem does the product solve?

• How does the product solve the problem

• Why should the target audience believe you?

• What is the message you want to send?

• How do you do it in a way that is convincing?

RunwaytoRevenue, 2023

Remember, people don’t buy products - they buy solutions! A successful big idea is based on consumer insights and challenges the way we think, feel, and behave. It pushes the brand beyond its comfort zone but at the same time, it is not complicated but simple. It is original and infectious. Once again, using the LBD as an example, it is a rather simple piece of clothing. No extravagant patterns or fabric or cut, but a black dress. It is a big idea that allows for creativity and innovation. Designers all around the world have adopted the simple LBD and turned it into their own.

So, you want to create something that is hard to forget, magnetic, contagious. Something that has to matter to your target audience but drives awareness for your brand. In order to achieve that, you need:

• Piercing Insight

  • Think about what is important to the consumer and what problems to solve.

• Brand Connection

  • Does your brand deliver a heroic solution? Can it?

• Succinct Expression

  • Come up with a one-line phrase that captures the insight and brand connection.

  • It has to be something that can trigger a recollection of your brand for the consumer.

Here are some big ideas in fashion that have stuck, will continue to stick, and is going to stick:

1. Athleisure

Castore.com, 2023

Combining the words athletic and leisure, this is an aesthetic that bridges the gap between comfort and active. What started as a trend has turned into a lifestyle - Athleisure has become completely embedded into the fashion world and in our closets. This big idea was introduced way back when, but the versatility of it has only skyrocketed in the last few years due to the 2010s leggings craze as well as the general preference in functionality and comfort in fashion.

“Athleisure is the new casual. It perfectly fits with a variety of trends that have been culminating for a century.”

- Deirdre Clemente, professor of history at the University of Nevada

Clemente told Business Insider that athleisure mania relies on three long-term trends:

1. Technological innovations in synthetic fibers have made products like spandex more flexible, durable, and washable than natural materials.

2. The rise of a fitness-conscious appearance has made yoga pants an effective vector for “conspicuous consumption,” upon their wearers.

3. Athletic-casual wear has become increasingly acceptable for use in a wide variety of social situations. Many of the clothes that people now consider work-appropriate, incorporate sports-inspired materials like spandex, Lycra, and other synthetic fibers.

In the last seven years, the athleisure sector has grown 42% and is expected to reach a value of over $250 billion by 2026. Some athleisure brands to watch out for are Alo Yoga, Reigning Champs, Girlfriend Collective, Fabletics, and none other than the pioneer itself, Lululemon.

2. Upcycling Culture

Revibe-upcycling.com, 2023

Upcycling is the process of taking something old, broken, unwanted or useless, and turning it into something of greater quality. When it comes to the creative reuse in fashion, the ultimate objective is to reduce waste, produce less, be more sustainable, and at the same time reinvent style.

“By requiring the industry’s most powerful brands to operate within planetary bounds, the Fashion Act would level the playing field and help emerging, climate-conscious designers stay competitive.”

- Maxine Bédat, author of Unraveled: The Life and Death of a Garment and founder of fashion think tank New Standard Institute.

Upcycling isn’t a fad. It reflects today’s eco-values but also our love of exclusivity. As e-commerce and globalization continues to grow and designer goods become more accessible for everyone, people start to crave rarity - one-of-a-kind pieces that make them feel more unique and even superior. That is exactly why upcycling is here to stay. The market sweet spot that upcycled clothing hits is a combination of style and virtue. It is valuable to consumers who seek for responsibility and transparency in the brands they buy from.

The second-hand clothing market is anticipated to grow from $28 billion in 2020 to $64 billion in 2025 with the potential to overtake fast fashion by 2029. Some well-known brands that are embracing fashion upcycling are Maison Margiela, Stella McCartney, Patagonia, Urban Outfitters, and RE/DONE.

3. Colour Theory

Bucklemybelt.com, 2023

The general color theory was thought to be written by Leone Battista Alberti in 1435. So, a very, very long time ago. However, applying the color theory to fashion has recently resurfaced and is becoming something to watch out for in the new seasons. It was one of the big ideas from the FW22 runways, and is only growing from there.

Color is a key player in fashion as it creates aesthetically pleasing outfits and influences our emotions. By understanding color theory in fashion, we can better combine our clothes, choosing colors that flatter our figures, and is generally a great way of self-expression. There are three color schemes to consider: Complementary, Analogous, and Monochromatic. We won’t go into them, but understanding it opens the door to creativity and visual expression.

Implementing color theory in our wardrobes is genius, because it helps us see what compliments our skin tone, our figure, our facial features, our personality. At Valentino FW22, Pierpaolo Piccioli showed 40 looks in fuchsia pink. He said that it was to "remove distractions and concentrate the viewers’ eyes on distinguishing the differences between silhouette and detail." Head-to-toe color was also shown at Dion Lee, Eudon Choi, Alexander McQueen, Courrèges and Versace.

Color theory is the mastermind behind it all. Imagine walking into a store, you can expect to see colors mixed and matched to create eye-catching designs, bold trends, and unique patterns. Brands that understand color theory and leverage it can highlight product key features and evoke the right emotions.