As part of the «Days of New Fashion» event at the «Tsvetnoy» department store, we presented our study, «Trend Dependence.» To do this, we created a stand that integrated the results of an analysis of Russian brands with an interactive installation about the endless pursuit of fashion.
We began by framing the research question: where does trend research end, and dependence on trends begin? Together, we selected seven brands and developed comparison criteria. I was involved in preparing the questionnaire, sourcing respondents, and collecting the responses. In total, 80 people participated in our survey.
My analysis involved studying Befree, Lime, and Look Online. I collected examples of items and recorded prices and discounts. I then calculated the proportion of trend items in the assortment and compared the cost of trend vs. core pieces. Masha and I combined the data, discussed our evaluations, and formulated conclusions. For the research presentation, we wanted to find a concept that could be understood through personal experience. This led to the idea of a treadmill: a person moves and exerts effort, but remains in place. For us, this became a metaphor for the constant striving to keep up with evolving fashion trends. I developed the visitor interaction scenario, prepared the explanatory text and instructions, and also handled sourcing and ordering the treadmill, as well as planning its placement in the space.
Another element of the installation was a cardboard girl assembled from trending items. I selected images of things for her look and prepared a mock-up for printing. This included a crocodile-skin handbag, a fur scarf, a Hussar jacket, a Tiffany-colored long-sleeve shirt, cherry-leather trousers, and jelly shoes. I also participated in constructing the stand: I helped cut strips of material, weave them through a metal grid, and cut out and secure the figure. For the final assembly, we collectively placed the poster, set up the pathway, and tested how conveniently visitors could interact with the installation.
