Faster fashion and f-commerce top list of 2011 fashion trends

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Faster fashion and selling styles directly through Facebook top the list of 2011 fashion trends, according to ‘Life and Style: Things to Watch for 2011,’ a new trend-spotting report from New York market research firm JWT.

Shoppers can expect even shorter lag times between runway and retail in the coming year, said Ann Mack, director of trend-spotting for JWT, a global outfit that counts Ford Motor Co., Nokia and Microsoft among its clients.


‘We live in a world of instant gratification,’ Mack said. ‘People are living life in real time, and they want things as soon as they see them.’

It follows, then, that another major trend is selling directly to consumers through Facebook, or f-commerce, as it’s being referred to. Victoria’s Secret already sells directly through the hugely popular social-networking site, and JCPenney announced last week it would follow suit.

‘We’re expecting f-commerce to take off in the next year, allowing Facebook visitors to shop without leaving the site, and this will enable brands to add a social influence to the transaction and bring a concrete return on investment to social media,’ Mack said.

High-end temporary tattoos, such as the ones offered by House of Deréon, will become one of the hot accessories on the runway and the beauty aisle, giving ‘a non-commitment spin to an otherwise permanent choice,’ Mack said.

And nail polish will ascend to an ‘it’ accessory, she said. Look for unusual takes, such as leather nails, intentional chipping and color matching to items not normally associated with fashion, including cars.

-- Susan Carpenter