SUBJECT: FASHION BUYING

ASSIGNMENT SUBMITTION

SUBMITTED BY:

MUHAMMAD HANZALA

9870

SUBMITTED TO:

MISS LUJINA WAHEED QURESHI

DISCIPLINE: MASTER’S IN DESIGN MARKETING & MERCHANDISING

 THE BIGGEST SPRING/SUMMER 2021 TRENDS FOR MEN

1. STATEMENT SHIRTS
There was a general mood toward playful and creative shirting at this season’s shows, from classic
poplin styles that were cut into voluminous trapezoid shapes (as they were at Wooyoungmi and
Homme Plissé Issey Miyake) to the tucked, twisted and generally messed-with origami-style shirts
at Dolce & Gabbana and Hermès. A statement shirt, worn alone or over a vest or tee, is the easiest
way to own it in the style stakes this summer.

2. NEO-NEON
Neon, perhaps unsurprisingly, is not the easiest colour trend in the world to pull off. That being
said, if you get it right, it can really work. For inspiration, look to some of Paris’ biggest brands
this season. AtDior, Kim Jones sent out neon-flecked worker jackets and fluorescent-yellow
romper suits at his Amoako Boafo-inspired show, while both Hermès and Homme Plissé Issey
Miyake featured bright neon separates teamed with muted tailoring – which is exactly the way you
should be wearing this trend too.
3. NEW UTILITY
The utility trend has been doing the rounds for several seasons now, with the safari jacket obsession
reaching fever pitch at the Spring/Summer 2020 shows. Now, for Spring/Summer 2021, the look
has been updated with more of an all-round “high-function” vibe. From the military-man-meets-
twitcher-in-town field jackets at Gucci and Zegna (cut from canvas at the former and leather at the
latter) to the all-over safari looks at Balmain and that insanely luxurious crocodile field jacket at
Dior, this summer it’s all about looking like you’re coming out of the apocalypse fighting (which
you kind of will be).
4. NAUTICAL
Perhaps more of a micro trend, this, but nautical notes appeared at a number of shows, including
the anchor-covered intarsia-knit sweaters at Gucci, exaggerated Breton-style tops at Dolce &
Gabbana (where they were teamed with tailored separates in holiday-ready hues) and sailor
sweaters at the generally sun-soaked Casablanca show.
5. THE RETURN OF THE BOMBER JACKET
Bomber jackets are going to be big for Spring/Summer 2021. And though this may not sound like
news to you (bombers? For spring? Groundbreaking), the truth is that there were more takes on
the classic aviator jacket at the SS21 shows than we could count on two hands. From the 1970s-
style cropped bomber jackets in functional nylon at Gucci to the classic high-shine flight jackets
at Philipp Plein and the cropped minimalist bombers at both Prada and Hermès, there was a
neatness to the look which felt less maximalist than it has in previous seasons (and all the better
for it).
6. GO WIDE OR GO HOME
For SS21, pretty much every menswear designer worth their thread sent out an array of ultra-wide
trousers. Some, such as those at Zegna and Casablanca, were cut with a chic, latter-day Yves Saint
Laurent look in mind – pleated and draped with a fluidity demonstrating the tailoring prowess of
both the aforementioned houses. At Gucci and Hermès, trousers were cut high and with a retro
vibe, while at MSGM, Dolce & Gabbana and Rick Owens the look was sportier, with cargo and
tracksuit-style trousers cut with room enough for two.
7. VESTS UNDER SUITS
In addition to oversized 1980s suits and funereal tailoring, roomy two-pieces in muted shades came
worn with V-neck sweaters, vests and wraparound kimono-style shirts, all of which were designed
expressly to show as much model chest as possible. The look was at its most revealing at Tom
Ford and Giorgio Armani, with more elegant takes seen at Mark Weston’s barnstorming show for
Dunhill and Paul Andrew’s for Salvatore Ferragamo.
8. FRESH FLORALS
Florals? For spring? You know the drill. For Spring/Summer 2021, however, the look is more
masculine than floaty. With digitised takes on Aloha prints and ephemeral interpretations of the
form coming to the fore, florals have never looked fresher. At Tom Ford and Paul Smith, bright
and bold hibiscus patterns had a 1970s-era wallpaper appeal, while at Burberry, Giorgio Armani
and Fendi the look was altogether more abstract (and somewhat easier to wear for it).

Shirt by Gucci, £850. gucci.com

Q.2) Conduct a comparative analysis for a retail store that has refurbished its store
according to the latest trends. Explain how the changes would affect the fashion buyer and
its role. If possible, add visuals.

visual reality (VR) is rapidly ascending in notoriety among advertisers. It's a brilliant way for
brands to make a carefully engaged, vivid experience that advances purchaser commitment.

In case you're keen on perceiving how visual reality can be applied across a variety of areas.

McDonald’s
” In Sweden, McDonald’s turned Happy Meal Box into a cardboard VR headset. According to Jeff
Jacket, marketing director of McDonalds, “we try to bring education to our Happy Meals, and the
answer was kind of staring us in the face.” Through virtual reality, users can enjoy various
interactive and immersive games, such as a skiing activity.

• For McDonald’s, the Happy Goggles VR headset was designed to spark the attention of
children. This tool increases in-store engagement and promotes the idea of repurposing a
disposable item for a different use.
• From driving sales to increasing brand engagement efforts, VR is an excellent tool for
immersing consumers in your brand.
REFERENCES
1. The biggest Spring/Summer 2021 trends for men
Broeke
https://www.gq-magazine.co.uk/fashion/article/spring-summer-2021-trends-for-men

2. McDonald's Is Transforming Happy Meal Boxes into VR Headsets

https://www.wired.com/2016/03/mcdonalds-transforming-happy-meal-boxes-vr-headsets/

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