SPRING 2001TREND OVERVIEW

Keep in mind:• We can all look for trends• How key trends can affect

your business• Use trends to build your

retailers business

Focus on 5 basic questions:

Determining Trends

Determining Trends #1: Does it fit with basic lifestyle changes?

If it complements other important changes, it is more likely a trend.

#2: What are the benefits?

Diverse & immediate benefits means more likely a trend.

Determining Trends

#3: Can it be personalized?

The more adaptable it is, the greater chance it has of being a trend.

Determining Trends

#4: Is it a trend, or a side effect?

Separate the trees from the forest (i.e. Tai Bo vs.. health/wellness trend).

Determining Trends

#5: Who has adopted the change?

Support from unexpected sources and key market segments.

Determining Trends

Ergonomic design prevalent through various product

categories.

Silhouette Trends

HUSHPUPPIES

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ECCO

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KENNETHCOLE

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PRADASPORTCATERPILLAR

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CAMPER

SilhouetteTrends

Alice

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• Outdoor is exception

• Lugs are more pronounced

SilhouetteTrends

Thongs are key in the marketplace.

Silhouette Trends

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Cancun

Maui

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Trend Groupings• BASICS

• FASHION

• SPORT

• OUTDOOR

• KIDS

BasicsCore Product

Basics

Colors: gentle,calm & muted.

Softnessin

materials

Basics

Basics

Calm & muted

Basics

Cancun

FASHIONProduct Current with

Fashion Trends

Fashion

Sunshine fill of vibrant colors

Pretty shades play against a softer

background

Fashion

Strong Asian influences in ready-to-wear fashions and accessories

Fashion

Fashion

Tahiti

Focus on reptile prints continues

FashionMaui

Fashion

Catalina

Denim is core fashion

Fashion

Arizona

Fashion

Boston

SPORTAthletic-inspired

Product

SPORT

Glowing range of warm dyes & pigments

Pacific

Metallic giving background to

energetic bright colors

SPORT

SPORT

Tech & stretch

materials continue to

be strong

SPORT

Design elements include toggles, Velcro & zippers

SPORT

Multi-functional is key

Rio Bravo

SPORT

Rio Bravo

SPORT Sleek & ergonomic

designs

SPORT

ERGONOMIC

Colville

OUTDOOROutdoor/Trekking

Product

OutdoorRich, darker tones accented by metallics

Outdoor

Performance materials

continue to be strong

Outdoor Weather

resistant, yet light

and do not appear “tough”

OutdoorException to trend of ergonomics

Lug soles are more pronounced

Calgary

KIDSChildren’s Product

KIDS

Soft colors and

neutrals

Continuing towards more sophisticated colors for children

KIDS

KIDS“Take down” styling from adults more

prevalent

TREND WATCHING

Youth Trend

Design Trend

Remember:• Use trends as sell-in tool• Shows Birkenstock as

contemporary• Partnership with retailer to better

address consumer