Next Year's Fashion Market Keyword is 'WINDUP'

Samsung Fashion Institute Outlook
"Need to Wrap Up and Organize the Gloomy Situation"
Ambiguous Expression Describing a Pitcher's Preparation Motion to End the Game

Samsung Fashion Institute announced on the 19th that it has selected 'WINDUP' as the keyword for the fashion market next year.

2024 Fashion Market Keywords Proposed by Samsung Fashion Institute
[Photo by Samsung C&T Fashion Division]

Im Ji-yeon, head of Samsung Fashion Institute, explained, "The upcoming year 2024 requires a 'winding up' to put an end to gloomy situations," adding, "It carries a double meaning that emphasizes the importance of a wide-reaching windup, like a pitcher's preparatory motion for the final throw to end the game."

Looking at each letter of the English word WINDUP by category, W stands for the fashion trend expanding into the wellness area from a business perspective (Wellness·Fashion). I means that it is time to abandon benchmarking strategies from a brand perspective (Ignore Benchmarking). N signifies the need to focus on the wealthiest Generation X in history from a consumer perspective (Notable Rich Generation X), and D represents the rise of bold 90's minimalism from a style perspective (Daring 90's Minimalism).

Samsung Fashion Institute pointed out that, following recent lifestyle changes moving toward living a good life including wearing good clothes, a more integrated concept of wellness is emerging as a fashion trend. It also explained that benchmarking strategies no longer secure competitiveness, and attention should be paid to a brand's own storytelling and original content.

The institute further analyzed that the consumer perspective should expand beyond the MZ generation (Millennials + Generation Z), who will find it difficult to surpass their parents' wealth, to Generation X (born 1965?1980), which accounts for about one-third of the global population and total expenditure. In fact, minimalism from the 1990s, the heyday of Generation X, is making a comeback.

Additionally, U stands for the untapped potential of fashion emerging through generative AI (Untapped Potential of Fashion, GenAI), and P signifies the need for profit priority strategy to overcome the recession (Profit Priority Strategy).

This content was produced with the assistance of AI translation services.