2020 JAN 5-7 NEW YORK FAME. SS20 CATALOG

beulahstyle

www.beulahstyle.com

2020 JAN 5-7 NEW YORK FAME SHOW.

“Season of Novo”

Photography Editorial

Introductory

SS20 Collection

Color Trends

EDITORIAL

Collaboration

“OFFICE”

with

FRAME CUTS

artist Mayur

Burgess

WEEKLY RETAIL

Trend Report

Social Media

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collection

ISAIAH 62:4


color trend

BC2276 / BC5000

BC2737

BC2774

BC2740

BC2750

BC2753


eport ss20

BC2771

BC3658

BC3795

BC3803

BC3827

BC3835


Print Methodology

RETRO

DAISY

GRAPHIC

PRINTS

Simple retro daisies are gaining traction as the

next must-have motif, from trade shows to catwalks.

This sweet print reflects the overarching

trend for pretty, girly dressing with connotations

of palm springs pool parties and carefree summers.

BC2478

BC3828

BC3789


For casual elegance, I like to accessorize

a retro print with a simple tote bag and

jodphur-style pants tucked into knee-high

leather boots

BC3522

BC3812

BC2708

BC6195

BC2735

BC2739


THE ESSENTIAL F

ANIMAL PRINT BC4305 LEATHER BC4198 WESTERN SM4179


ALL/WINTER 2019

MINIMALISM M2760 M5701 SUIT BC6111 THE NIGHT BC3810


For the Holiday season, marketers

are meeting their customers on social

with clever tactics that encourage

immediate action. In the 2019

season, the boundaries between a

brand’s physical and digital presence

became blurrier than ever, as audiences

continued to experiment with

Instagram’s new shoppable posts.

Predicted by Deutsche Bank to be

worth $10bn by 2021, shopping via Instagram

is becoming an even more important

channel to watch as an incentive

to impulse shop online around sale holidays.

In fact, retail tech firm Advanced

Intelligent Supply Chain data estimates

shoppers are 34% more likely to make

impulse purchases on social media.

NEW

TOOL

TO SH

According to a study by split payment

platform Afterpay, social media is the

key resource for 92% of Millennials

and 97% of Gen Zers when making a

purchase. The rise of social and decline

of cable television has created an

opportunity for brands to launch Holiday

campaigns without the massive

ad budget of past seasons, and to expand

the limits of seasonal advertising

to new and more creative proportions.


Instagram’s new Checkout feature

catches Holiday shoppers further up

the funnel, rather than redirecting them

to the site’s mobile homepage. The

app’s own Holiday campaign turns the

traditional catalogue into an instantly

shoppable assortment of items from

partner brands. Though TikTok already

has millions of users around the world,

brands are still navigating how best

to use it. Wholesome content, like the

#christmasexplosion reveal of a Rudolph-themed

bus from Vancouver’s

public transit network, hits the right

notes for the holiday season while appealing

to TikTok’s meme-loving base.

The app’s own Holiday campaign features

a partnership with David Beckham,

announcing his own account.

Brands across categories riff on the

“twelve days of Christmas” theme, using

unique daily sales to build shopper

excitement in the lead up to the big

day. Some brands chose to share the

calendar of promotions to help shoppers

prepare, others used a surprise

sales model rewarding those following

closely. Kim Kardashian West’s KKW

Beauty line followed up Cyber Monday

with a “12 days of Christmas” promotion.

Kylie Cosmetics followed a similar

model, but kept each day’s sale a

surprise. Opening Ceremony’s #CRA-

ZYCOZYCHILL Holiday social campaign

featured a daily gift reveal on

its Instagram Stories and posts. Some

gifts were “chill” and “cozy”, while the

“crazy” category offered unique branded

experiences and custom designs.

S

OP”

Brands and influencers find clever

ways to share gift ideas or promote

products via tailored gift guides on Instagram.

Moda Operandi founder, Lauren

Santo Domingo, opened up her

DMs for followers to submit short descriptions

of a gift recipient’s taste, replying

via Stories with a link to a chosen

item for each one. Media companies

partner with retailers to offer gift edits

with their own readers in mind. The

Skimm’s “Celebrate Smarter” Instagram

Stories advent calendar features

advice to help audiences get through

the Holidays, with related gift suggestions

on each day. WhoWhatWear and

Old Navy teamed for a series of Instagram

ads offering gifts under $100.

Though subject to less fanfare than

competitor Instagram, Snapchat continues

to serve as an important platform

for brand outreach. Companies

including Coca-Cola, Toys R Us and

a collaboration between John Lewis

and Waitrose take advantage of the

Holidays with themed geo-location

lenses that tie into its out-of-home

and television campaigns. According

to Snapchat, at least 70% of its daily

users interact with an AR lens every

day. Gucci’s Holiday rollout featured an

AR “Portal Lens” that appears to turn

the users’ surroundings into a tropical

digital island. Though it doesn’t directly

link to Gucci product, it raises brand

awareness among Gen Z consumers.


Bridging the digital and physical can drive engagement

for brands online as well as encourage

followers to visit the physical store. Abercrombie

& Fitch partnered with booking app OneNight to

launch a branded Holiday experience installed at

the Hoxton Hotels in both Los Angeles and New

York. The initiative follows the retailer’s “Do 96

Hours In” digital content series and was promoted

to its audience via Instagram. Kohl’s staged

a Holiday pop-up in New York, with a corresponding

AR experience and Lens on Snapchat.

Forgoing festiveness, adidas’ Holiday activation

at its Paris flagship is a gamified AR experience

that educates visitors about ocean waste.

S

M


“I ONLY

HOP ON

Y BED”

-27 Years old Female From California


SHOT BY DAMELYSMPHOTO, BASED IN PUERTO RICO.


chat. Forgoing festiveness, adidas’

Holiday activation at its Paris flagship

is a gamified AR experience that educates

visitors about ocean waste.

Brands from luxury to CPG stay true to

the meaning of the Holidays by celebrating

generosity and sharing. Beer

company Samuel Adams encourages

fans to show appreciation for loved ones

on social by posting a photo of their

beer with the hashtag #toastsomeone.

Prada’s heartfelt #PradaGiftToGive

Holiday social campaign features models

opening gifts intended for regifting,

then dedicating the luxury items

to their loved ones. For December

2019, antiperspirant brand Secret

hosted a guide to women-owned businesses

on its Instagram, encouraging

viewers to do some of their Holiday

shopping with the companies.

Whether inspiring their own viral sensation

or taking part in one, brands

get into the Holiday spirit via memes.

Aviation Gin produced a short ad spot

in response to Peloton’s notorious

Holiday ad, even featuring the same

actress. Brands can benefit from viral

memes by keeping a finger on the

pulse of the conversation and knowing

when and how to insert them into its

marketing. This season, Mariah Carey

is the face of Walkers’ Crisps Holiday

campaign. For social posts supporting

the video, the crisps brand and

Mariah played off the singer’s status

as queen of reaction GIFs by using

ones from its Holiday spot on Twitter.

SS20

SOCIAL MEDIA

TREND REPORT


SS20 CAMPAIGN EDITORIAL

“Season of Novo”

Fresh and dusty colors,iridescent lurex,

painted silk like illustrated fairy tales, full

volumes give strength and include a delicate

and voluptuous feminity.

The contrast between fluidity of movement

and the nature. Deep color to shape the

atmosphere to create “art”.


a revelation between light and movement

where materials and the female body

become a single embracing and sinuous

shape. the contrast of the sculptural black

and white of a floral and virtual nature

develops through shadows and lights.

the outside of the fabrics, veiled and silky,

vivid and material, develop with a fluid

movement outlining the body shapes that

reveal an androgynous beauty. the harmony

of forms is revealed through the dance of

bright and imperceptible fabrics, in contrast

to a magical nature of pure forms in

continuous evolution.


Africa has the most populous youth

demographic in the world, with Nigeria

in particular emerging as a hotbed for

tomorrow’s creators, innovators and

thought leaders. Lagos, the former

capital and largest city in the country,

has become a new base for the creative

class with one of the biggest

entertainment industries in the world.

This report highlights the individuals

and influencers who are shaping the

culture in the heart of West Africa.

Nigeria’s rich culture has created and

inspired a growing community of artists.

With over 300 tribes in Nigeria,

each with their own values, styles and

traditions, the fountain of inspiration is

almost endless. Artists within the region

have been tapping into this culture,

blending modern and futuristic

concepts to create Afromodernist and

Afrofuturist takes on contemporary art.

Heavily influenced by Nigeria’s bustling

wedding industry, the demand for

beauty experts and quality products

is on the rise. While the make-up industry

is still finding its way in diversity

and inclusivity worldwide, Nigerians

have been creating products and techniques

that put black skin first. Nige-

“C ria’s obsession with beauty stems from

O

OF

traditional aesthetics and expands to

hair, make-up and extensive skincare.

Nigeria has become a major

touchpoint for culture in

Africa. This report explores

the individuals and influencers

pushing artistic innovation

forward in Africa’s most populous

nation.


With Nollywood now the second-largest

film industry in terms of output and

the third-largest in terms of overall revenue,

and with the large number of

Afrobeat artists pouring out of the country,

Nigeria has become an hub for African

music and entertainment. With acts

such as Davido and Burna Boy topping

charts worldwide, coupled with Netflix

Nollywood hits such as Lionheart,

Nigeria’s long history of talent and affinity

with the arts is creating a pool of

influencers in the entertainment space.

Nigeria’s fashion industry is slowly

attracting global attention, but

domestically is becoming increasingly

style-focused, with three Fashion

Weeks running biannually.

Nigeria is poised to become Africa’s

largest economy, and the country’s

entrepreneurial spirit has extended to

the money-minded, innovative youth

in the region. For many years career

options in Nigeria were limited, but

an emerging generation is proving itself

to be industrious, ambitious and

motivated to discover new and exciting

ways to change the country,

while making a living in the process.

HANGE

UR WAY

LIVING”


TAG US


BEULAH ARTWORK

Collaboration with

artist Mayur Burgess

- Expression of person’s mood on their best outfit on a best day.


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