NIGHTLIFE REIMAGINED: THE RISE OF COMFORT CLUBBING
As part of a module focused on trend prediction and its influence on fashion communication and promotion, our group explored the future trend of "Comfort Clubbing" for the year 2023 under the Travel & Hospitality pillar.
Through a comprehensive research process, we analysed how trends in language, society, technology, environment, politics, creativity, and culture shape the way fashion is communicated. Utilising innovation models and idea-generation frameworks, we considered the broader contextual factors impacting the industry.
Our starting point was the momentous event of Priti Patel's Policing Bill, which led us to investigate forms of protests, particularly the recent "Girls Night In" boycott against nightclubs due to the surge in spiking incidents. This exploration revealed a growing sentiment of fear and reluctance among young people to venture out for nightlife experiences.
Combining primary and secondary research, we forecasted the emergence of "Comfort Clubbing" as a response to these societal shifts. This trend envisions bringing the nightclub experience into the comfort and safety of one's home, with professional club equipment available for rent or purchase.
Our report delved into how various aspects of the nightlife industry, such as fashion, food, and beverages, would adapt to cater to this new trend. By providing a comprehensive analysis of consumer needs, market dynamics, and cultural influences, we offered valuable insights for brands and businesses operating in the Travel & Hospitality sector.
Throughout the process, I honed my skills as a trend forecaster, employing critical thinking, consumer understanding, and my ability to communicate visually through publiction. This project demonstrated my ability to identify and interpret emerging patterns, synthesise diverse data sources, and present a cohesive and actionable trend report.
Through a comprehensive research process, we analysed how trends in language, society, technology, environment, politics, creativity, and culture shape the way fashion is communicated. Utilising innovation models and idea-generation frameworks, we considered the broader contextual factors impacting the industry.
Our starting point was the momentous event of Priti Patel's Policing Bill, which led us to investigate forms of protests, particularly the recent "Girls Night In" boycott against nightclubs due to the surge in spiking incidents. This exploration revealed a growing sentiment of fear and reluctance among young people to venture out for nightlife experiences.
Combining primary and secondary research, we forecasted the emergence of "Comfort Clubbing" as a response to these societal shifts. This trend envisions bringing the nightclub experience into the comfort and safety of one's home, with professional club equipment available for rent or purchase.
Our report delved into how various aspects of the nightlife industry, such as fashion, food, and beverages, would adapt to cater to this new trend. By providing a comprehensive analysis of consumer needs, market dynamics, and cultural influences, we offered valuable insights for brands and businesses operating in the Travel & Hospitality sector.
Throughout the process, I honed my skills as a trend forecaster, employing critical thinking, consumer understanding, and my ability to communicate visually through publiction. This project demonstrated my ability to identify and interpret emerging patterns, synthesise diverse data sources, and present a cohesive and actionable trend report.