Tracking The Trend

Fashion 224: Trend Analysis &
Product Development
Trend Tracking - Peplums
Jacqueline Trunks
Fashion 224: Trend Analysis & Product Development

Trend Tracking Peplums
Table of Contents
SECTION I - VISUAL
3-16
PEPLUM DEFINED
KEY DESIGNER
OTHER SOURCES
3-4
5-13
14-16
SECTION II - ANALYSIS
17-20
RETAIL ANALYSIS
CUSTOMER FEEDBACK & OBSERVATIONS
SUMMARY
17-18
19
20
SECTION III - OBSERVATION
21-26
TARGET MARKET
INNOVATION CYCLE
CONSUMER PHOTOS
21-22
23-24
25-26
CONCLUSION
27-28
BIBLIOGRAPHY
29-30
Jacqueline Trunks

SECTION I - VISUA
PEPLUM DEFINED
peplum [pep-luh m]:
1. A short full flounce or an extension of a
garment below the waist, covering the hips
(Dictionary R. H.).
2. Short overskirt that is usually attached to a
fitted jacket, blouse or dress (Dictionary R.
H.).
3. Derived from the ancient Greek peplos
(Dictionary R. H.).
peplos [pep-luh s]:
1. A kind of loose-fitting women's outer
garment in ancient Greece that consisted of
an over-fold of fabric (Dictionary R. H.).
Origin:
167080; < Latin < Greek *pplon (Dictionary R. H.)
*Image taken from: http://upload.wikimedia.org
/wikipedia/commons/2/2d/Athena_Parthenos_
Louvre_Ma91.jpg
Athena wearing a peplos, 500 B.C.
Jacqueline Trunks

The variance of the peplum that is currently trending is derived from the 1930s and
1940s look, particularly prominent in Christian Diors New Look in 1947 (Fall
Fashion Trending: The Peplum, 2012). I have chosen to narrow the scope of this
analysis to peplum tops. What makes peplum tops a trend for fall 2012 is that they
are characterized by a building awareness of a new look and an accelerating
demand among consumers (Sisto, 2013). Peplum was in the fringe stage of
evolution of a trend when it began to make a comeback in fall 2010. Two years later
and peplum is in the trendy stage of evolution of a trend, as innovators and early
adopters are increasing visibility of the trend and many fast-fashion retailers are
showing the trend, as will be seen in the retail analysis (Sisto, 2013).
Bar Suit, Christian Dior, 1947

*Image taken from: http://www.fashionrat.com/images/christian-dior-barsuit-1947.jpg
Jacqueline Trunks

SECTION I - VISUAL
KEY DESIGNER
Christian Dior
For fall 2012 peplum is at the height of fashion as an integral part of apparel and
accessories, such as peplum belts. So who better to revive 1940s peplum other than
Raf Simons for Christian Dior in both his fall 2012 ready-to-wear and couture
collection? Peplum has made a prominent appearance on Christian Diors couture
and ready-to-wear runways in the form of tops, jackets and dresses. In the late
1940s Christian Dior became the most well known designer to integrate peplum
into his collections. With the unveiling of Diors New Look in 1947, peplum and
the hourglass silhouette revolutionized the way women were dressing at that time.
It marked a time in history when womens dress moved from the austerity clothing
associated with World War II, to a new look that changed the mood in fashion
forever (Baxter-Wright, 2009). It heralded a feminine flurry that spoke of prewar
times and signaled that times were changing for the better. The look was
characterized by taffeta, whale-boned and petticoated evening dresses that nipped
in the waistline and required a corset of sorts (Baxter-Wright, 2009). The look was
overtly feminine and glamorous and appealed to the fashionistas of the 1940s and
1950s, as it does today.
Jacqueline Trunks

Couture (Blanks, 2012)
Look #5
Look #6
Look #7
Look #8
Jacqueline Trunks

Couture Continued (Blanks, 2012)
Look #17
Look #23
Look #26
Look #27
Jacqueline Trunks

Couture Continued (Blanks, 2012)
Look #37
Look #44
Peplum was present in 10 out of 54

looks in Christian Diors Fall 2012
Couture runway show, accounting for
18.5% of the overall looks. There was a
dominance of peplum tops, with jackets
also making an appearance, as well as
more exaggerated peplum tunics.
Silhouettes at Christian Dior, Fall 2012

were reminiscent of 1940s hourglass
and Diors New Look with cinched in
waistlines and full skirts, emphasizing
the bust and hips. Peplum, resonant of
Diors original Bar Suit, are sure to be
a major fall 2012 trend.
Jacqueline Trunks

Ready-to-Wear (Blanks, 2012)
Look #1
Look #2
Look #3
Look #6
Jacqueline Trunks

Ready-to-Wear Continued (Blanks, 2012)
Look #8
Look #9
Look #10
Look #16
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10

Look #22
Look #25
Look #31
Look #35
Jacqueline Trunks
11

Look #37
Look #43
Look #46
Look #51
Jacqueline Trunks
12

Peplum was present in 17 out of 56
looks in Christian Diors Fall 2012
Ready-to-Wear runway show,
accounting for 30% of the overall
looks. There was a dominance of
peplum jackets and tops, as well as
several peplum dresses. Overall, the
peplum silhouette is very important to
both the Fall 2012 Couture and Readyto-Wear Dior collection and look.
*All images are taken from style.com.

The couture runway show was on July
2nd, 2012 in Paris, France and the
ready-to-wear runway show was on
March 2nd, 2012 in Paris, France.
Look #52
Jacqueline Trunks
13

SECTION I - VISUAL
OTHER SOURCES
1. Who What Wear Daily (@ whowhatwear.com)
Description: Who What Wears editorial assistant Kat Collings describes peplums
resurgence from the 1940s with Diors New Look collection and the 1980s with its
perfect counterpoint to heavy shoulder pads (Collings, 2012). Beginning its
popularity on spring/summer 2012 runways, peplum has become the silhouette of
the season (Collings, 2012). However, many women are hesitant to adopt this look,
as it can add bulk to the waist and hips, but Collings maintains that rather than
detracting from your physique, that extra bit of fabric can actually enhance your
shape by creating a flattering hourglass silhouette (Collings, 2012).
Photo:
(Collings, 2012)
Jacqueline Trunks
14

2. The Globe and Mail
Description: Paris-based style report Amy Verner describes peplum as big this
season (the article was written September 15th, 2012) and debates whether or not
they are a flattering garment (Verner, 2012). She argues that peplums are in fact
flattering as the peplum acts like a decoy by creating the illusion of a more
idealized hip-to-waist ratio and help those with less shapely body types (Verner,
2012). In another Globe and Mail article, author Tiyana Grulovic explains how the
everyday woman can make peplum work in her everyday work wardrobe by
looking for a piece that enhances your natural curves, incorporating officeappropriate peplum jackets, and by choosing a slim-fitting bottom and heels
(Grulovic, 2011).
Photo:
(Verner, 2012)
Jacqueline Trunks
15

3. Harpers Bazaar
Description: Peplum is described as having been seen on many runways over the
past few seasons, but mostly in over-the-top looks that arent necessarily wearable
for the average woman (Pieri, 2011). Peplum pieces are now more modern and
wearable, with just a hint of volume (Pieri, 2011). In other words, girls who felt the
peplum spoke too loudly may embrace it in its more relaxed state (Pieri, 2011).
Photo:
(Pieri, 2011)
Jacqueline Trunks
16

RETAIL ANALYSIS
Fairview Mall
1st Retail Analysis Conducted: Thursday, January 24th, 2013
2nd Retail Analysis Conducted: Thursday, February 7th, 2013
Retailer
Description
of Retailer
Scope of
Business in
Canada
1. Zara
2. Forever 21
3. H & M
Zara is a Spanish
clothing and
accessories retailer
that is at the height
of fast fashion and is
the largest global
clothing retailer.
Forever 21 is an
American fast
fashion retailer
targeted to young
women and men at
affordable prices.
H & M is a
multinational
Swedish fast fashion
clothing and
accessories retailer
for men, women, and
children.
The first Zara store

was opened in
Canada in March
1999 at the Place
Montreal Trust
Shopping Centre.
There are currently
twenty-two stores
across Canada.
The first Forever 21

store was opened in
the West Edmonton
Mall in 2002. There
are currently
twenty-five stores
across Alberta,
British Columbia,
Manitoba, Ontario,
and Quebec.
The first H & M store

was opened in Canada
in March 2004. Fiftysix stores span
Alberta, British
Columbia, New
Brunswick, Nova
Scotia, Ontario, and
Quebec.
Photo
Jacqueline Trunks
17

Retailer
1. Zara
2. Forever 21
3. H & M
Stock by
Sizes
1 XS, 1 S, 3 M, 2 L
4 M, 4 L
3 sz. 2, 3 sz. 6, 1 sz. 8
# of
Peplum
Tops in
Store
Could not locate

item sales
associate thinks it
may have sold out
100% sell thru
Item moved to
sales rack 1 sz. 2
& 1 sz. 6 left
71.4% sell thru
Back of store
Scattered throughout
store
Front of store in
display window
Not of the same

items that are
currently in the
store
Unsure about
shipment of other
peplum items in
the future
Not of the same

items that are
currently in the
store
Will most likely
receive other
peplum items in
the future,
especially for
spring 2013
Will be getting
another shipment
to replenish this
particular item this
week (week of
January 24th,
2013)
Will definitely be
receiving other
peplum items in
the near future
% Sell Thru
Over 2
Week
Analysis
Position in
Store
Item has been

sold out
100% sell thru
Re-stocking
Strength of
the Trend
@ Retail
Out of thirty-seven retailers that carry womens apparel at Fairview

Mall fifteen carried either a peplum top, skirt, or dress.
Jacqueline Trunks
18

CUSTOMER FEEDBACK & OBSERVATIONS
The retail analysis of peplum tops revealed that they are gaining popularity with
customers and appeal to many different types of women in a broad age range. While
at Zara, many women were looking at and trying on the strapless faux-leather
peplum top that was chosen as a focus, with one woman even purchasing it. At
Forever 21, several different young women were picking up different peplum tops
to try on, as well as peplum skirts and dresses. Not as many customers were
gravitating towards the peplum top at H & M, however many women were eyeing
the window display which showed peplum tops in many of the outfits.
Jacqueline Trunks
19

SUMMARY
Much of the peplum that was shown on the runway and in magazines was very
exaggerated
and
flamboyant.
Christian
Dior
in
particular showed peplum tops that were over-the-top

ladylike, which may not appeal to every woman. Other
designers showed peplum in loud colours, dizzying
prints, and extreme silhouettes, making it more
appropriate
for
editorial
looks
as
opposed
to
street-style. The peplum tops that I saw in retail were

much more wearable for the everyday, average woman
and would appeal to a wider target market. The tops
RUNWAY
(Blanks, 2012)
had just a hint of volume, making them ultra-flattering,

as they are suitable for a variety of body-types. On
women with curves they emphasis the smallest part of
your body the waist creating a curvy, yet lean
silhouette; and for petite or athletic women without
curves the peplum creates the illusion of an hourglass
figure. The peplum tops shown in retail also
incorporated other fall 2012 and spring 2013 trends,
such as (faux) leather, floral, and pastels. Incorporating
REALITY
(Schuman, June)
multiple trends into one apparel item provides added value for the customer, as
they can check multiple trends off their shopping checklist.
Jacqueline Trunks
20


TARGET MARKET
ZARA
Zara s target market is comprised of relatively young, trend-conscious,
fast-fashionistas who are looking for quality yet affordable clothing, as they move
through trends and clothing quickly. Peplum tops sold at Zara are created for
women aged approximately 18-35, who are fashion-forward and urban. Both of the
peplum tops sold at Zara were made of black faux-leather, giving the look edge, but
also narrowing the target market to slightly younger consumers who can pull off
such a look. This top would not necessarily be appropriate for a conservative
40-year old corporate-climber with a family of young children.
FOREVER 21
Forever 21s target market is comprised mostly of teenagers and college/university
students who are looking to evoke high-fashion style, but who are also highly
price-sensitive; therefore price trumps quality. Forever 21 customers do not rate
quality as a top priority and are just looking to wear the seasons hottest trends.
These young women are also looking for clothes that serve dual purposes. The
unfussy, pale pink peplum top sold at Forever 21 would suit the needs of a young
woman by being both day and night appropriate dressed down for day and
accessorized for night. Its simplicity makes it easy to assimilate into anyones
personal style.
Jacqueline Trunks
21

H&M
H & Ms target market consists of fashionable and trendy consumers who are
looking for the latest styles hot off the runway, without investing a lot of money.
Their clothes are geared towards women 18-45 in any walk of life. The floral, silk
peplum top sold at H & M would be most appropriate for a young woman to
incorporate into her everyday, casual wardrobe or for a working woman to add into
her professional attire. Peplum tops in general are aimed at women with a sense of
confidence and style, as many consumers are scared peplum will add bulk despite
its figure-flattering effects.
Jacqueline Trunks
22


INNOVATION CYCLE
(Sisto, 2013)
Consumers who are currently sporting peplum tops are generally in the fashion
leaders category, consisting of innovators and early adopters of opinion leaders, but
may be entering the early majority. Peplum is a trend for fall 2012, however it has
been seen heavily on runways, street-style, and celebrities since as early as fall
2010. Therefore, I believe that it has moved from innovators to early adopters of
opinion leaders to now the early majority stage of diffusion of innovation. The
determining factor as to which stage of the innovation cycle a consumer is in relates
more to the style of peplum top, as well as the way it is worn and how it is
accessorized. For example, a wearer of the Zara black faux-leather strapless peplum
top may be in the early adopters stage, whereas the wearer of the Forever 21 pale
pink peplum top or the H & M floral peplum top may be in the early majority stage of
Jacqueline Trunks
23

the innovation cycle. Since peplum is still in the early stages of the innovation cycle
it will likely stick around for a few more seasons. Peplum tops are currently
trending for spring 2013 and will likely make an appearance on the fall 2013
runways.
Jacqueline Trunks
24


CONSUMER PHOTOS
1.
Name: Kristyn
Age: 23
Occupation: fashion
blogger/journalist
Innovation Cycle Stage:
Innovator/early adopter
Spotted: at a friends
birthday celebration
Has this to say about
peplum: I love peplum! Its
so girly and cute, but is also
really sexy because it
emphasizes your waist. I
hope peplum is here to stay!
2.
Name: Sarah
Age: 24
Occupation: Server
Early majority
Spotted: At a bar (Bier Markt,
King West)
peplum: I didnt really know
they were such a big trend I
just liked this top because it
reminded me of 40s pinup
girls.
Jacqueline Trunks
25

3.
Name: Taylor Tomasi Hill
Age: 33
Occupation: Artistic director
for Moda Operandi (Bobb,
2011)
Innovator
Spotted: Attending a fashion
show
peplum: The epitome of
timeless fashiondefinition
of modern glamour (Bobb,
2011).
(Taylor Tomasi Hill, 2012)
Jacqueline Trunks
26

CONCLUSION
From my trend analysis of peplum tops and the peplum silhouette in general I have
come to consider it somewhat of a classic in every womans wardrobe, as it creates a
classic hourglass shape that has re-emerged once again from the 1940s and 1980s.
The peplum trend has already been around for two years and five seasons and is
still going strong, as it is one of the strongest trends for fall 2012. Who What Wears
Kat Collings deemed peplum the silhouette of the season (Collings, 2012) and the
Globe and Mails Amy Verner said it was big this season (Verner, 2012). It was
seen heavily on runways, street-style and celebrities, many of who are innovators
and early adopters. It is an ultra feminine and flattering trend that is appropriate for
any age or stage of life. For those women who are afraid that it will add bulk,
Collings notes that it enhances your shape by creating a flatting hourglass
silhouette (Collings, 2012) and Verner praises peplum for creating the illusion of a
more idealized hip-to-waist ratio (Verner, 2012). The trend sold out quickly at
retail and was on prominent display. Most retailers will continue to receive
shipments of new peplum items, especially for spring 2013.
It is in my professional opinion that peplum will stick around for at least a few more
seasons, as it is currently carried in many retailers and is therefore a strong trend
with staying power. During my observation of the trend it seemed incredibly
popular, as many customers gravitated towards peplum tops and I saw many people
wearing peplum, for both day and night. In addition, many prominent fashion
bloggers and other innovators, such as Moda Operandis artistic director Taylor
Jacqueline Trunks
27

Tomasi Hill have been spotted wearing the peplum trend. Peplum also had a very
strong presence on Christian Diors runways, accounting for 30% and 18.5% of the
ready-to-wear and couture collections, respectively. With its rising popularity,
peplum still has the opportunity to move from the trendy stage of evolution of a
trend to the mainstream stage, where the majority will be seen wearing peplum.
Innovators and early adopters have exhibited the peplum trend; therefore it is only
beginning to enter into the early majority. Thus, peplum has an opportunity to first
penetrate the early majority and then move through to the late majority, late
adopters, and finally laggards before it becomes obsolete as a trend. So go out and
find your favourite peplum top, whether it be edgy, black, faux-leather and strapless,
or feminine and floral because peplum is surely here to stay.
Jacqueline Trunks
28

BIBLIOGRAPHY
Baxter-Wright, E. (2009). Vintage fashion: collecting and wearing designer classics.
New York: Collins Design.
Blanks, T. (2012, July 2). Christian Dior Fall 2012 Couture Collection on Style.com:
Runway Review. Style.com. Retrieved January 24, 2013, from
http://www.style.com/fashionshows/review/F2012CTR-CDIOR
Blanks, T. (2012, March 2). Christian Dior Fall 2012 Ready-to-Wear Collection on
Style.com: Runway Review. Style.com. Retrieved January 24, 2013, from
http://www.style.com/fashionshows/review/F2012RTW-CDIOR
Bobb, B. (2011, December 19). J. Mendel Peplum Dress: Object Of My Affection
(PHOTOS). The Huffington Post. Retrieved January 24, 2013, from
http://www.huffingtonpost.com/2011/12/19/j-mendel-peplumdress_n_1158790.html
Collings, K. (2012, August 21). Trend Trial: Peplum . Who What Wear. Retrieved
January 24, 2013, from http://www.whowhatwear.com/website/fullarticle/trend-trial-peplum/
Grulovic, T. (2011, November 11). Yes, they're back: How to rock the ruffle - The
Globe and Mail. The Globe and Mail. Retrieved January 24, 2013, from
http://www.theglobeandmail.com/life/fashion-and-beauty/fashion/yestheyre-back-how-to-rock-the-ruffle/article4200297/
peplos. (n.d.). Random House Dictionary. Retrieved February 04, 2013, from
Dictionary.com website: http://dictionary.reference.come/browse/peplos.
peplum. (n.d.). Random House Dictionary. Retrieved February 04, 2013, from
Dictionary.com website: http://dictionary.reference.com/browse/peplum.
Pieri, K. (2011, September 14). Three Is a Trend: Chic, Wearable Peplum - Harper's
BAZAAR. Harper's BAZAAR. Retrieved January 24, 2013, from
http://www.harpersbazaar.com/bazaar-blog/three-is-a-trend-peplum091411
Schuman, E. (2012, June 18). Petal Pink. Cupcakes and Cashmere. Retrieved January
24, 2013, from http://cupcakesandcashmere.com/petal-pink-2/
Sisto, D. (Director) (2013, January 18). Trend Analysis. Trend Analysis and Product
Development. Lecture conducted from Humber College, Toronto.
Jacqueline Trunks
29

Taylor Tomasi Hill. (2012, October 9). StylewithClass. Retrieved January 24, 2013,
from http://style4style.tumblr.com/post/33239129428/taylor-tomasi-hillpeplum-boots-love-this
[Untitled photograph of model in Christian Dior Bar Suit]. Retrieved January 24,
2013, from: http://www.fashionrat.com/images/christian-dior-bar-suit1947.jpg
[Untitled statue of Athena]. Retrieved January 24, 2013, from:
http://upload.wikimedia.org/wikipedia/commons/2/2d/Athena_Parthenos_
Louvre_Ma91.jpg
Verner, A. (2012, September 15). What body type works best for the peplum? - The
Globe and Mail. The Globe and Mail. Retrieved January 24, 2013, from
http://www.theglobeandmail.com/life/fashion-and-beauty/fashion/whatbody-type-works-best-for-the-peplum/article4542284/
Jacqueline Trunks
30

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Fashion 224: Trend Analysis &

Fashion 224: Trend Analysis & Product Development

SECTION III - OBSERVATION

Fashion 224: Trend Analysis & Product Development

Fashion 224: Trend Analysis & Product Development

Bar Suit, Christian Dior, 1947

Fashion 224: Trend Analysis & Product Development

Fashion 224: Trend Analysis & Product Development

Fashion 224: Trend Analysis & Product Development

Fashion 224: Trend Analysis & Product Development

Peplum was present in 10 out of 54

Silhouettes at Christian Dior, Fall 2012

Fashion 224: Trend Analysis & Product Development

Fashion 224: Trend Analysis & Product Development

Fashion 224: Trend Analysis & Product Development

Fashion 224: Trend Analysis & Product Development

Fashion 224: Trend Analysis & Product Development

*All images are taken from style.com.

Fashion 224: Trend Analysis & Product Development

Fashion 224: Trend Analysis & Product Development

Fashion 224: Trend Analysis & Product Development

Fashion 224: Trend Analysis & Product Development

The first Zara store

The first Forever 21

The first H & M store

Fashion 224: Trend Analysis & Product Development

3 sz. 2, 3 sz. 6, 1 sz. 8

Could not locate

Not of the same

Not of the same

Item has been

Out of thirty-seven retailers that carry womens apparel at Fairview

Fashion 224: Trend Analysis & Product Development

Fashion 224: Trend Analysis & Product Development

particular showed peplum tops that were over-the-top

street-style. The peplum tops that I saw in retail were

had just a hint of volume, making them ultra-flattering,

Fashion 224: Trend Analysis & Product Development

SECTION III - OBSERVATION

Fashion 224: Trend Analysis & Product Development

Fashion 224: Trend Analysis & Product Development

SECTION III - OBSERVATION

Fashion 224: Trend Analysis & Product Development

Fashion 224: Trend Analysis & Product Development

SECTION III - OBSERVATION

Fashion 224: Trend Analysis & Product Development

(Taylor Tomasi Hill, 2012)

Fashion 224: Trend Analysis & Product Development

Fashion 224: Trend Analysis & Product Development

Fashion 224: Trend Analysis & Product Development

Fashion 224: Trend Analysis & Product Development

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