On The Go: Trend Translation A/W 2022/23

Lucy McRae

Our Baby & Kids trend forecasts are translated across key product categories covering toys, games & activities, sleeping & feeding, equipment, and on-the-go items. We decipher each trend and demonstrate how it can be applied to products that fall under the baby and kids product divisions. These trend translation reports provide rich inspiration and creative direction for designers and innovators working in these specific product areas.

Here we share a snippet of our trend translation that digs deeper into our Autumn Winter 2022/23 Baby & Kids trend, Survivalist. Focusing on design direction for on-the-go items, in the full report we explore how this trend can be adapted across prams, pushchairs, backpacks and on-the-go accessories.

Survivalist

TrendBible, Lucy McRae

Raising hyper-resilient kids with an appetite for adventure and challenge is central to this optimistic story. Kids get ready to bravely face the unknown and prepare for every eventuality. Armed with steadfast determination and a problem-solving mindset, little explorers set out to thrive in the urban environment.

A utilitarian approach to design for this trend informs a very practical and sustainable focus on construction for on-the-go products. Big ticket items like prams and pushchairs need to stand the test of time as parents focus on product lifespan.

Practical & Functional

Provide simple, user-focused solutions for transport systems by adding smart, practical design details like straps, zips, hooks and pockets to store additional on-the-go items. Space saving products collapse and fold to fit into backpacks and pram baskets. Elevate functional designs with interesting design details in contrasting materials and colours.

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