Street Style | Men's Outerwear

One of my favourite tasks of the course so far was our street style brief. In our groups, we all took a trend; ours was men's outerwear, in particular focusing on shearling and windbreakers, trends we had noticed picking up recently. 

After researching how brands were adapting these trends both online and in store, we took to the streets to see if consumers were actually buying in to these trends. Shearling was everywhere! Windbreakers, not so much. This was surprising considering the rainy weather, but we agreed that windbreakers had their peak a year or two ago.

My favourite shot is this first one. We had to chase these guys up the street, but then they entered a piercing and tattoo place. We took our chances in assuming they were just making an appointment, and waited outside for them (stalkerish, I know!). When they came out, we saw they were headed for Sainsbury's so we had to chase after them before we lost them again. Thankfully we caught up to them just before they reached the door and managed to get a picture of their super cool outfits! 

 This guy was with his girlfriend who encouraged him to let us take the shot. She was also a fashion student and understood the pain and embarrassment of approaching strangers on the street. We spotted them from quite far off as we were walking towards them. I have a feeling they knew we were going to approach them.

 We don't think this guy quite understood why we wanted to take his picture. Street style photography has really taken off in the past decade, so some of the older people we approached were either confused or just flat-out refused to feature. We loved this guy because he wasn't wearing the denim jacket with shearling collar as a fashion statement; you could tell this was his daily uniform and probably had been for a very long time, regardless of what was on trend.

We'll use all of our consumer research to help analyse a brand and decipher how well they adapted the trend to their brand image, and how well they marketed the trend. I'm looking forward to bringing all of our research from the past few weeks together, to create an in depth investigation in to the promotional strengths and weaknesses of our chosen store.

Aderyn x