Shoes, bags, clothing, jewelry… how can one predict which items will become iconic? Vincent Grégoire, the Director of Consumer Trends and Insights at the style agency NellyRodi, shares his secret for staying ahead of the curve.
Understanding the Ephemeral Nature of Trends
Trends are fleeting. While some may last longer than others, they inevitably fade away. Therefore, it’s wise to invest in timeless pieces that won’t go out of style the following season and might even sell for a substantial amount years later. But how does an item become iconic?
Who could have predicted that the Hermès Birkin bag would become a symbol still cherished 45 years later? The same goes for Converse or Vans sneakers. Some items have become so emblematic that their style is beyond question. Classics like the Lady Dior or Chanel’s Timeless have become so significant that they are now considered genuine investments.
What if you could identify in advance which pieces will become icons? Vincent Gregoire, Director of Consumer Trends and Insights at NellyRodi, shares his insights with the Journal des Femmes: “You must observe everything. Media, documentaries, public places like shopping centers, or even popular shows like Les Marseillais à Ibiza or La France a un incroyable talent… These are all diverse sources of inspiration.” He adds, “Trends are cultural phenomena. It’s crucial to link them to events. For example, this year’s exhibition on Marie-Antoinette at the Victoria and Albert Museum inevitably highlighted the ‘coquette-core’ style.”
The Challenge of Predicting Iconic Success
However, predicting the success of an item is not straightforward. “It’s not an exact science, there’s always an element of unpredictability. Giving a bag to influencers or celebrities may boost its success, but it guarantees nothing. A product can fail if it does not meet consumer expectations,” he explains. Understanding the zeitgeist and the deep-seated expectations of consumers seems to be the key to predicting future classics.
According to Gregoire, a piece becomes iconic only if it meets the desires of the customers. However, trends rely not only on appearance. Economic, political, and social contexts also play a crucial role in their success. He cites the example of Longchamp, whose bags are experiencing a resurgence in popularity. “There’s a return to Longchamp as consumers are tired of excessive luxury that is disconnected from reality,” he insists.
In the end, an iconic piece does not declare itself; it emerges over time.
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Olivia Martinez is the Fashion Editor at Lady and The Track, bringing over seven years of experience in the fashion industry. With a background in fashion design and styling, Olivia has worked with top fashion brands and magazines. Her keen eye for trends and styling tips helps readers stay ahead of the fashion curve. Whether she’s covering runway shows or street style, Olivia ensures that Lady and The Track readers are always in the know when it comes to the latest in fashion.