Looking back at Heritage Day it is important to understand how people are expressing their own heritage. There is less of a pre-packaged identity to conform to, considering how diverse each person’s background can be. Rather people are incorporating parts of it with their own identity. Therefore creating their own interpretation of their modern day...Continue Reading

In uncovering the youth’s obsession with flowers in our 2016 report it unravelled more strongly among the new age masculinity this year. No longer are flowers just associated with the girls, we have a surge of flower boys roaming around. These new age men and boys aren’t any less masculine than those who hold traditional...Continue Reading

Young women are finding greater liberation. They are building confidence to explore territory that has been dominated by males for decades. This exploration has less to do with sexual orientation or even a ‘tom-boy’ personality. Girls want to try new things and not be held back because they are female. Many sports, for example skateboarding...Continue Reading

Art exhibitions and graffiti covered walls have encouraged consumers to take pictures in front of the visually-stirring works. Consumers are more likely to share visually engaging content on apps like Snapchat and Instagram.   It’s not a surprise there is a strong artistic movement going on. No longer is art an expression just for the...Continue Reading

Racial segregation was one fence that both kept certain people in and other people out. People still feel disconnected from one another and from certain brands because of their lack of representation. Consumers for the most part despise racism and any attempt, intentional or unintentional to box in and box out specific races will be...Continue Reading

To the consumer it’s becoming less about wearing what’s trendy but rather wearing whatever they want and feeling confident in that. You can be a nerd, a rocker, a hippie, sports girl or guy. You can even be a mix of them all if you want. Looking fashionable is going beyond conforming to an in-style...Continue Reading

From watching films with the same old story lines, music videos that look similar or going to restaurants that don’t offer anything radically different, consumers are awaiting the unexpected. You will see it in the posts they share on Facebook – which are radically amazing, funny, benevolent or romantic. Content that they are sharing is...Continue Reading

Skin is one of the more important parts of the body in both a woman and man’s life. In an age of endless events and documenting these events for everyone to see, beauty is valuable. While there is a movement towards being confident and comfortable in your own skin (supporting a no-makeup look or more...Continue Reading

Denim is classic but this year we are seeing it in a more creative light. People are wearing denim now not just because it is cool or synonymous with a classic brand like LEVIS but because of the spirit of denim. It’s the go to look for several occasions whether the one wearing it is...Continue Reading

Suits when it comes to men’s fashion has for the most part in our market been traditionally minimal and predictable. It’s a staple in a man’s wardrobe and not much finesse is needed for it to look good. The men wearing the suits however are becoming less traditional and predictable. Men are no longer throwing...Continue Reading