1、FW 21 Trends Spotlight:Europe vs.ChinaLinh Ha via UnsplashFrom our FW 21 fashion weeks analysis back in March,we highlighted all of the major trends from US and European fashion weeks,covering fabrics,colors,prints,and shapes.Now,with Shanghai fashion week recently coming to a close,it is time to co

2、mpare the trends we spotted throughout the European fashion weeks with the Chinese market to provide insights on how these trends will behave depending on the geography.Predictive analytics onmarket and trends dynamicsConsumer segmentationInspirational moodboardsData-Driven Trend ForecastingHow do w

3、e build our trend analysis?Analysis scope:The selection of trends is based on the curation of catwalk trends across European and Chinese FW 21 fashion weeksChinese and European women trends covering all consumer types.Data source:Instagram posts in Europe and Weibo posts in China.We analyzed million

4、s of images to capture the dynamics of trends in the European market.Analysis period:Forecast for Winter 2021 compared to Winter 2020Technology used:Heuritechs proprietary image recognition technology which recognizes thousands of products and trends in imagesMethodology of our trend analysisCourtes

5、y of Kwaidan EditionsConsumer Segmentation Most representative consumer segment,to understand what kind of consumers this trend is most appealing to,among our 3 panels EDGY,TRENDY&MAINSTREAMGrowth rate:Compares the evolution of the visibility of the trend in Winter 20 with what we forecast for Winte

6、r 21Heuritechs Metrics guideTrend Cluster:characterizes the status of the trend for a given season,based on its growth and magnitude metrics.There are 6 clusters:FASHION BET Very visible trend with growing dynamics to bet onBOLD BET Less visible trend with growing dynamics on which you can can bet o

7、n taking higher riskMagnitude:Evaluates the forecasted visibility of the trend on social images on the season of interest,and therefore its level of potential market demand,on 5 levels:MICRO.SMALL,MEDIUM,BIG,MASSIVESAFE BET High magnitude trend with stable dynamics to safely bet onSTEADY Low magnitu

8、de trend with stable dynamics that wont make any fuss LAST CALL High magnitude trend with decreasing dynamics that have still a business potentialMARK DOWN One shot trend which wont be carried over as they are decreasing and of low magnitude How do we build a trend diagnosis?We monitor the trends vi

9、sibility ie the volume of posts in which our AI technology detected the trend.7Yellow2561432Just like North American and European fashion weeks,yellow was a major color trend throughout Shanghai fashion week appearing in the collections of numerous shows.This cheerful and uplifting color is predicte

10、d to have similar behavior in China and Europe by Winter 21,with flat predicted dynamics paired with a small magnitude making it a steady trend in both regions.However,the consumer segmentation represents a point of difference between the geos:in Europe,yellow is most appealing to mainstream and tre

11、ndy segments,while in China yellow is most worn by our edgy consumer segment.2.Prada3.Xu Zhi4.Kwaidan Editions5.Angel Chen6.Blumarine7.Cecilie Bahnsen1.DaweiSegmentation MAINSTREAM&TRENDYSTEADY inEuropeSegmentation EDGYSTEADY inChinaJil SanderShushu/TongYellowBright Pink31Bright pink is another colo

12、r trend that defined the FW 21 season in both China and Europe,having a significant level of visibility across Shanghai and European fashion weeks.The color is slated to behave similarly by Winter 21 in both markets,with a flat predicted behavior along with a big magnitude making pink a safe bet in

13、China and Europe alike.Additionally,in both markets the color appeals to all three consumer segments,indicating that pink is a crowd pleasing color regardless of geography.5671422.DIDU3.Marknull4.MSGM5.Private Policy6.Xuly.Bet7.WOS1.Ambush1%In Winter 21 vs.last yearFLATSAFE BET inEurope-3%In Winter

14、21 vs.last yearFLATSAFE BET inChinaBright PinkMSGM Louis Shengtao Chen7Purple2561432While all shades of purple have made an appearance in FW 21 collections,pastel purple was by far the most common,making it one of the biggest color trends for the FW 21 season.The color is predicted to remain flat in

15、 both regions by Winter 21 compared to 2020,however in China the magnitude is medium while in Europe it is small meaning there is a higher potential market demand in the Asian market.Thus,the color is considered to be a safe bet in China while in Europe it is a steady one for FW 21.Lastly,in China p

16、urple appeals to all three consumer segments while in Europe purple is most attractive to the mainstream.2.Private Policy3.Shuting Qiu4.Swaying/Knit5.Dawei6.Jil Sander7.Blumarine1.Calvin LuoMagnitude SMALLSTEADY inEuropeMagnitude MEDIUMSAFE BET inChinaPurpleSalvatore FerragamoChenPeng7Pastel Pink256

17、14632In addition to bright pink,the pastel tone of the color was another popular trend we noticed between European and Chinese fashion weeks,particularly for feminine,romantic looks.The color is considered a safe bet for Winter 21 in both regions,with a shared flat predicted behavior and medium magn

18、itude.Moreover,the segmentation is also the same between China and Europe,with trendy and edgy consumers being most fond of pastel pink tones,suggesting that pastel pink has gone out of favor among the mainstream crowd.2.Shushu Tong3.Courreges4.Marques Almeida5.Garcon Studio6.Simone Rocha7.Superr1.C

19、ecilie Bahnsen+2%In Winter 21 vs.last yearFLATSAFE BET inEurope-3%In Winter 21 vs.last yearFLATSAFE BET inChinaPastel PinkSimone RochaAngel Chen7Light Blue2561432Light blue is a classic color with a timeless appeal that we have been seeing a lot of lately,with several European and Chinese brands pro

20、posing head to toe light blue looks for the FW 21 season.It is logical that the magnitude of light blue is big in both regions,as this color has a high level of presence in the market already.However,in China light blue is slated to decrease in visibility by 6 points by Winter 21 compared to last ye

21、ar,while in Europe it is predicted to increase by the same amount.Despite these differences,light blue is nonetheless a safe bet in both markets.Lastly,the color most appeals to edgy people in China while in Europe all three segments are attracted equally.2.Feng Chen Wang 3.Acne Studios4.Roksanda5.A

22、ngel Chen6.Alyx7.Vaillant Studio1.Dawei+6%In Winter 21 vs.last yearSLIGHTLY INCREASINGSAFE BET inEurope-6%In Winter 21 vs.last yearSLIGHTLY DECREASINGSAFE BET inChinaLight BlueEudon ChoiSorgenti Quan45672GreenGreen is a fresh cool tone that many designers have been incorporating for the FW 21 season

23、 on every type of garment,applied to a wide variety of fabrics from fur to sheer to knitwear.The color is predicted to remain flat by Winter 21 compared to 2020 in both Europe and China,along with a shared medium magnitude which makes green a safe bet to include in a Winter 21 collection in both mar

24、kets.The consumer segmentation represents a point of difference between markets,with all three segments wearing green in Europe while in China it is most favored by mainstream and edgy consumers.56714322.Proenza Schouler3.Susan Fang4.Salvatore Ferragamo5.Shuting Qiu6.MSGM7.AWAKE Mode1.Yueqi QiSegmen

25、tation MAINSTREAM,TRENDY&EDGYSAFE BET inEuropeSegmentation MAINSTREAM&EDGYSAFE BET inChinaGreenCasablancaAngel Chen456721RedRed is an opulent,rich color that dominated the runways in both China and Europe during FW 21 fashion weeks.It is logical that red is a safe bet in both regions as the color ha

26、s a timeless appeal,with a flat predicted behavior by Winter 21 compared to 2020 in both markets.Moreover,the magnitude is big in Europe and China alike which translates to a high market potential for the upcoming Winter season.Interestingly,red primarily appeals to the trendy and edgy segments desp

27、ite its seemingly universal charm,while in Europe the color is worn by all three consumer segments.56714322.C+plus Series3.Petar Petrov4.Peter Do5.Superr6.VII Victor X Wang7.Kwaidan Editions1.CourregesRedSegmentation MAINSTREAM,TRENDY&EDGYSAFE BET inEuropeSegmentation TRENDY,EDGYSAFE BET inChinaEmil

28、ia WicksteadDumpty Studio45671Medium BrownBased on FW 21 fashion weeks in Europe,the US,and Asia it seems like brown is taking over as the new black.The visibility of this neutral tone is predicted to remain flat in both geographies by Winter 21 compared to 2020,however in China the magnitude is big

29、 while in Europe it is medium indicating a smaller market potential compared to Asia.Interestingly,medium shades of brown appeal mostly to the edgy crowd in China despite being a wardrobe staple,compared to Europe where all three segments wear the color equally.56714322.Hermes3.Dumpty Studio 4.Nanus

30、hka5.Acne Studios6.AWAKE Mode7.Xu Zhi 1.Alberta FerrettiMedium BrownMagnitude MEDIUMSAFE BET inEuropeMagnitude BIGSAFE BET inChinaTodsLouis Shengtao Chen456713NavyNavy blue is another neutral tone that was equally present in China and Europe during FW 21 fashion weeks,however there are some key diff

31、erences in the colors predicted behavior.In China,navy blue is predicted to slightly decrease by 7 points by Winter 21 compared to last year,while in Europe the color is slated to remain flat.Since the magnitude is big in both regions,navy blue is nonetheless considered a safe bet in China and Europ

32、e.Regarding the segmentation,in Europe all three segments wear the color while in China it is primarily the trendy and edgy consumers wearing navy blue.56714322.Tods3.Fabric Qorn4.Jarel Zhang5.Jil Sander6.Courreges7.Daniel W Fletcher1.PradaNavy+2%In Winter 21 vs.last yearFLATSAFE BET inEurope-7%In W

33、inter 21 vs.last yearSLIGHTLY DECREASINGSAFE BET inChinaJil SanderLouis Shengtao Chen7Stripes2561432Stripes are a classic print that have become a major print trend as of late,with designers coming up with creative new versions of the print or showing head to toe striped looks to make a bold stateme

34、nt.Horizontal and vertical stripes are being applied to all types of garments from knitwear to tailoring in both markets.In China and Europe alike the trend is a safe bet due to a shared big magnitude and flat predicted dynamics by Winter 21.Moreover,since stripes are a classic print,it is not surpr

35、ising that all three consumer segments wear the print in both China and Europe.2.Anne Isabella3.Jacques Wei4.Wooyoungmi5.Chlo6.Calvin Luo7.Shuting Qiu1.Garcon StudioStripes1%In Winter 21 vs.last yearFLATSAFE BET inEurope-2%In Winter 21 vs.last yearFLATSAFE BET inChinaSunneiShuting Qiu7Shades2561432T

36、he shades print can range from acid wash denim to diffusion dyed garments,evoking an atmospheric effect that we noticed Chinese and European designers incorporating for FW 21.In both China and Europe,the print is a safe bet due to a flat predicted behavior by Winter 21 compared to 2020,along with a

37、shared medium magnitude.In Europe,shade prints appeal to all three consumer segments while in China it is most popular amongst our edgy and trendy consumer segments while it is not as appealing to the mainstream for now.2.Marques Almeida3.Chenpeng4.Altuzarra5.Marni6.Susan Fang7.Etro1.Shie LyuShadesS

38、egmentation MAINSTREAM,TRENDY&EDGYSAFE BET inEuropeSegmentation TRENDY,EDGYSAFE BET inChinaOttolingerAngel Chen7Checked2561432Different variations of checked prints had a high presence in both China and Asia during FW 21 fashion weeks,with the print being applied to all types of garments.Although th

39、e visibility of the checked print is predicted to decrease by 9 points in China by Winter 21 compared to 2020,the print remains a safe bet due to its big market potential.In Europe,checked prints are slated to remain flat by Winter 21,which also makes it a safe bet when paired with a big magnitude.A

40、lthough it is a classic pattern,in China checked prints have an edgy appeal while in Europe all three segments are included.2.C+plus Series3.AWAKE Mode4.Sea5.Yueqi Qi6.PH57.Jill Sander1.Shushu/TongChecked-4%In Winter 21 vs.last yearFLATSAFE BET inEurope-9%In Winter 21 vs.last yearSLIGHTLY DECREASING

41、SAFE BET inChinaC+plus SeriesStella McCartney Sheer45673Sheer fabrics are taking over the FW 21 runways,with designers creating daring going-out looks for a post-covid world.While sheer dresses are the most common application of the fabric,we are seeing sheer pants and tops as well.Sheer materials a

42、re a safe bet in both China and Europe,thanks to a flat predicted behavior in both markets along with a big magnitude.The segmentation varies slightly by geography;in Europe,sheer fabrics are appealing to all three consumer segments while in China it is most worn by edgy and trendy consumers.5671422

43、.Givenchy3.Jil Sander4.Valentino5.Shuting Qiu6.Chenpeng7.Supriya Lele1.Susan FangSegmentation MAINSTREAM,TRENDY&EDGYSAFE BET inEuropeSegmentation TRENDY&EDGYSAFE BET inChinaSheerPrivate PolicyNensi DojakaVelvet456725671432Tactile materials in general were a defining trend of FW 21 fashion weeks,and

44、velvet is no exception.The material is predicted to remain flat in both China and Europe by Winter 21 compared to 2020,with a 1 and 5 point predicted decrease in visibility on social media,respectively.Additionally,velvet has a shared medium magnitude in both markets,making it a safe bet to include

45、in a Winter 21 collection.However,the segmentation varies between markets:in China,velvet is most worn by edgy people while in Europe all three segments wear the fabric.2.DIDU3.Sunnei4.DIDU5.Marknull6.Uma Wang7.Kim Shui1.Dirty PineappleSegmentation MAINSTREAM,TRENDY&EDGYSAFE BET inEuropeSegmentation

46、 EDGYSAFE BET inChinaVelvetUma WangSunnei45672LaceLace is a feminine and delicate fabric that has been making a comeback lately in Asia and Europe alike.The fabric is slated to be a safe bet for Winter 21 in both markets,thanks to a flat predicted behavior paired with a big and medium magnitude in E

47、urope and China,respectively.In Europe,lace has a broader consumer appeal,as the fabric is worn by all three segments,while in China it primarily appeals to the trendy and edgy consumers.This is reflected by what we saw during Shanghai fashion week;lace was primarily incorporated into the collection

48、s of the more edgy up and coming designers56714322.Chopova Lowena3.Valentino4.Marchen5.Marknull6.Khaite7.Louis Shengtao Chen1.Yuhan WangMagnitude BIGSAFE BET inEuropeMagnitude MEDIUMSAFE BET inChinaLaceYuhan WangAcne Studios456721Satin5671432Satin is a luxurious fabric that many designers incorporat

49、ed for their FW 21 collections in Asia and Europe.The visibility of the fabric is predicted to slightly increase by 6 points in Europe by Winter 21 compared to last year,while in China the dynamics are predicted to remain flat.When the behavior is paired with a shared medium magnitude,satin is consi

50、dered a safe bet for Winter 21 in both markets.In Europe,the fabric is most appealing to edgy consumers while in China mainstream and edgy people wear satin the most.2.WOS3.Oude Waag4.Angel Chen5.Superr6.Zanini7.VII Victor X Wang1.Superr+6%In Winter 21 vs.last yearSLIGHTLY INCREASINGSAFE BET inEurop

51、e-2%In Winter 21 vs.last yearFLATSAFE BET inChinaSatinYingpei StudioWOS45672Quilted5671432Quilted textiles are one of the biggest fabric trends lately,with designers applying the fabric to unexpected silhouettes and even accessories to reinvent the fabric.The behavior of quilted is predicted to be i

52、dentical in China and in Europe:in both markets,it is predicted to experience an increase in visibility of 10 points by Winter 21 compared to last year,along with a shared small magnitude which makes the fabric a steady trend.Additionally,quilted most appeals to the edgy consumer segment in both mar

53、kets,which is logical as it is quite a niche trend.2.Eckhaus Latta3.Miu Miu4.Superr5.Private Policy6.Emilio Pucci7.Loewe1.Susan Fang+10%In Winter 21 vs.last yearSLIGHTLY INCREASINGSTEADY inEurope+10%In Winter 21 vs.last yearSLIGHTLY INCREASINGSTEADY inQuiltedPH5Cecilie BahnsenChina7Fleece2561432Flee

54、ce is one of the key fabrics associated with the gorpcore movement,as it is typically used for outerwear.However,fleece is becoming an increasingly common fabric in the realm of ready to wear,with brands like Dior pairing a fleece jacket with a formal skirt.The fabric is predicted to strongly decrea

55、se by 23 points by Winter 21 in Europe,along with a medium magnitude which makes it a last call trend.By contrast,fleece is a safe bet in China due to a flat predicted behavior paired with a medium magnitude.The fabric most appeals to edgy people in China while in Europe trendy and edgy people are w

56、earing fleece the most.2.Alyx3.Christian Dior4.Shuting Qiu5.Sea6.DIDU7.Art School1.Sandy Liang-23%In Winter 21 vs.last yearSTRONGLY DECREASINGLAST CALL inEurope1%In Winter 21 vs.last yearFLATSAFE BET inFleeceDirty PineappleChristian DiorChina7Mohair2561432Knitwear is having a major moment in the fas

57、hion landscape lately,with mohair being one of the most popular choices we saw for the FW 21 season.In China,the fabric is considered a safe bet thanks to a flat predicted behavior by Winter 21 compared to last year combined with a medium magnitude.In Europe,the trend is also predicted to remain fla

58、t by Winter 21 compared to 2020,however it is considered a steady due to its small magnitude.In Europe,mohair appeals to mainstream and edgy consumer segments while in China it is most worn by our mainstream consumer segment.2.No.213.Cecilie Bahnsen4.Uma Wang 5.Salvatore Ferragamo6.Emilio Pucci7.Mar

59、knull1.Garcon StudioMohairSegmentation MAINSTREAM&EDGYSTEADY inEuropeSegmentation MAINSTREAM SAFE BET inShushu/TongNo.21China456721Ribbed KnitJust like mohair,ribbed knit has been taking off lately,being closely related to the comfort dressing trend that has dominated the fashion industry for the pa

60、st year.The fabric is predicted to increase in visibility by 8 points in Europe by Winter 21 compared to last year,while in China the fabric will remain flat.In Europe,the magnitude of ribbed knit is big while in China it is medium,however despite these differences the fabric is nonetheless a safe b

61、et in both markets.Additionally,ribbed knit is most worn by edgy people in China while in Europe trendy and edgy people are wearing it equally.56714322.Eckhaus Latta3.Anno Mundi4.Ottolinger5.Kimhekim6.Ua Wang7.Oude Waag1.PH5+8%In Winter 21 vs.last yearSLIGHTLY INCREASINGSAFE BET inEurope-4%In Winter

62、 21 vs.last yearFLATSAFE BET inRibbed KnitDIDUKimhekimChina456713Fur is being reimagined in unique and innovative ways in fashion around the world,being one of the major fabric trends for FW 21 in China and Europe.Fur is predicted to experience a respective 2 and 9 points decrease by Winter 21 in Eu

63、rope and China,however the magnitude of the trend is big in both markets making it a safe bet.The consumer segmentation varies slightly depending on the location,as in Europe all three consumer segments are wearing fur compared to China where it is most worn by the mainstream and edgy people.Fur5671

64、4322.Fendi3.Ottolinger4.MSGM5.Superr6.Didu7.Ambush1.Angel ChenFur-2%In Winter 21 vs.last yearFLATSAFE BET inEurope-9%In Winter 21 vs.last yearSLIGHTLY DECREASINGSAFE BET inYirantianYuhan WangChinaMini Skirt47692816542.Versace3.Supriya Lele4.Marchen5.Maisie Wilen6.Reineren7.C+plus Series1.Susan Fang8

65、.Shuting Qiu9.Angel ChenMicro length garments are perhaps the biggest silhouette trend from FW 21 fashion weeks,regardless of geography.The visibility of the mini skirt is slated to remain flat in Europe by Winter 21 compared to last year,while in China it is predicted to experience a slight increas

66、e of 9 points.The garment has a massive magnitude in both markets,indicating a huge market potential in both geos.When combining the dynamics and magnitude of the trend,the mini skirt is deemed a safe bet in both markets.Lastly,the garment appeals to all three consumer segments in Europe while in Ch

67、ina it is most worn by the mainstream and edgy people.+3%In Winter 21 vs.last yearFLATSAFE BET inEurope+9%In Winter 21 vs.last yearSLIGHTLY INCREASINGSAFE BET inMini SkirtMarchenEytysChina45671Just like the mini skirt,the mini dress was the go-to dress length that dominated the FW 21 runways.The gar

68、ment is predicted to remain flat by Winter 21 in Europe,while in China it is predicted to experience a moderate decrease in visibility of 13 points by Winter 21 compared to last year.Although the magnitude is massive in both markets,the trend is a safe bet in Europe while it is considered a last cal

69、l in China due to its decreasing dynamics.In China,mini dresses are most popular amongst trendy and edgy people while in Europe the silhouette is appealing to all three segments.Mini Dress56714322.Acne Studios3.Angel Chen4.Private Policy5.Coperni6.Marchen7.Dumpty Studio1.Nensi Dojaka1%In Winter 21 v

70、s.last yearFLATSAFE BET inEurope-13%In Winter 21 vs.last yearMODERATELY DECREASINGLAST CALL inMini DressSusan FengSupriya LeleChina72567143232Denim JacketThe denim jacket is a classic outerwear garment that is making a comeback for the FW 21 season in Asia and Europe,with denim on denim being a comm

71、on styling trend we have noticed on the runways.In Europe and China,the visibility of the denim jacket is predicted to remain flat on social media by Winter 21 compared to 2020,along with a big magnitude which makes the garment a safe bet in both regions.Additionally,in both geos,all three consumer

72、segments wear the denim jacket equally making it a crowd pleasing garment to safely include for a FW 21 collection.2.Marknull3.Victor Li4.Alberta Ferretti5.Hermes6.C+series7.Jarel Zhang1.Feng Chen Wang Denim Jacket+2%In Winter 21 vs.last yearFLATSAFE BET inEurope-5%In Winter 21 vs.last yearFLATSAFE

73、BET inChinaXu ZhiMarques Almeida456713BlazerThe blazer is a wardrobe staple that is showing no sign of going out of style,as the garment had a substantial presence in the collections of European and Chinese brands.The blazer is predicted to remain flat by Winter 21 in both markets,however in Europe

74、the magnitude is massive while in China it is considered big.When combining the dynamics with the magnitude,the blazer is considered to be a safe bet for Winter 21 in both geos.It is interesting to note that the blazer mostly appeals to edgy people in China while in Europe trendy and edgy people are

75、 most likely to wear the garment.56714322.Loewe3.Sea4.Angel Chen5.Dumpty Studio6.Petar Petrov7.Feng Chen Wang1.Jil SanderBlazerSegmentation TRENDY&EDGYSAFE BET inEuropeSegmentation EDGYSAFE BET inChinaYingPei StudioZaniniKey Takeaways1.Yellow and quilted are the two trends that are considered steady

76、 in both markets,meaning their behavior is either flat or increasing,however the potential market demand is small2.Bright pink,stripes,shade prints,denim jackets,and ribbed knit are amongst the trends that are a safe bet in both markets for the Winter 21 season3.Mohair and purple are two trends that

77、 are considered a steady trend for Winter 21 in Europe while in China they are safe bets4.Light blue,medium brown,checked prints,and velvet appeal to all three consumer segments in the European market while in China they are most popular amongst edgy consumers,meaning these trends have a broad appea

78、l in Europe while in China they are considered more niche5.Bright pink,stripes,and denim jackets are the three trends that are worn by all three consumer segments in both markets,indicating that they have the most universal appeal The key similarities and differences between European and Chinese marketsYueqi QiActually,we didnt tell you everything.More trends are available for our clients,please get in touch at You can also subscribe to our newsletter to never miss our next reports or webinarsSubscribe to our newsletter