Fall Trend Guide: A Look Behind the Scenes

Teams from all corners of the Exchange came together to put together the organization’s 2021 fall fashion trend guide, debuting online Oct. 15.

After a COVID-related break in 2020, the Exchange’s fall fashion trend guide is returning for 2021, debuting Oct. 15. For the first time, the 68-page book will be online-only—a move that allows for more flexibility. That’s important during the pandemic, which has constrained supply chains.

“There’s a cutoff date where a specialty book goes to print, and once it’s in print, the offers are what the customer expects to be available,” said Lisa Wilburn, divisional merchandise manager. “A virtual book gives us flexibility and additional lead time. If we find out something isn’t going to ship or is going to be late, we can pivot.”

The project, a collaboration among several Exchange teams, began months ago. “We start by working with the designer and several marketing teams,” said Fashion Coordinator Crystal Newhouse. “We also work with Jennifer Jameson, who is our marketing liaison.”

Newhouse and Jameson start the ball rolling together, addressing planning and scheduling, and coordinating teams.

“This particular book is very extensive and requires a lot of coordination that Crystal does with the buying team,” Jameson said. “She works with the buying team to coordinate the physical samples, get all of that organized, and plan what’s going on the pages.”

The guide will be online only in 2021, giving the teams who developed the book more flexibility as the COVID-19 pandemic continues to constrain supply chains.

In June, buying teams met separately with Zahra Adamji, the senior graphic designer who worked on this year’s guide. Newhouse also worked with the photo studio to confirm shooting dates for the guide.

“From there, we work with the buying teams,” Newhouse said. “I send the information to all the teams that were involved with the book: the ladieswear team, the menswear team, the center pad team—which includes accessories, handbags, sunglasses, fragrances, cosmetics and jewelry—and our BE FIT team.”

This is Adamji’s first fashion book, and she says she really enjoyed working on it.

“The buyers were really knowledgeable, and I could get a firsthand idea of what they were looking for, what the trends are and what they were trying to portray,” she said. “Each buyer was very open and easy to communicate with, and Crystal really helped facilitate communication between me and them.”

This year’s trends, highlighted on the back cover, include his-and-hers joggers, hoodies, shirt jackets, acid-wash and tie-dye apparel as well as paperclip chain necklaces, moto jackets, wide-leg pants and more. Newhouse said that athleisure wear is especially in demand because so many people are still working from home.

The guide highlights a variety of fall looks, including men’s and women’s apparel, accessories, footwear and more.

Imagery in the guide brings fashion to the forefront. Adamji met with photo studio Art Director Caron Brooks and photographer Ross Hailey to discuss concepts and the backdrops. She provided detailed information about the merchandise and the way it should be shot, and came by several times to oversee shoots. Merchandise Coordinator Cheryle Epting scheduled the receipt and organization of clothing samples.

Digital Media Specialist Toney Coleman shot behind-the-scenes video, which was edited by Social Media Designer Worth LaRose.

“Toney got the shots and I created a video that will come out the day the guide releases,” LaRose said. “Toney has been doing videography longer than I have, so I was really excited to get to work with him.”

A comprehensive social media campaign will leverage Instagram, where Social Media Designer Emily Zarsk will share stories about the guide. “We’ll have regular social-media posts on Facebook and Pinterest as well,” Newhouse said. “The hashtag is going to be #TrendyPicks @shopmyexchange. That’s something new that we have integrated throughout the book.”

In another first, the guide will be accompanied by an interactive online element at the Exchange HUB.

Also new this year is an interactive element, designed by Corporate Communication Specialist Mario Baltierra along with Art Director Diana Lettieri. Featured on the Exchange HUB, it includes highlights from the guide and clickable style tips.

“The book is the movie, and the hub is the preview,” said Exchange Creative Director Johnny Olson.

Although the trend guide is online, there will also be physical elements including in-store signing. Doing things virtually allowed for needed flexibility, but there were still elements that needed to be ready early.

“We needed to get the front cover and back cover to stores so they could print and advertise in the stores,” Adamji said. “So we had the covers proofed sooner and sent to signage so they could get their documentation and send it to the stores.”

On the back cover of the online guide is a coupon for $30 off $150 or more regular price purchases of women’s or men’s apparel, footwear, sunglasses or handbags when purchased with a MILITARY STAR card. “We worked closely with IT to ensure it scans correctly and is connected with the right departments,” Jameson said. “We coordinated with eCom to make sure the promo code is set up properly and working.”

The results of all this collaboration will be visible during the fall-guide sales dates, Oct. 15-28. Jameson says the various teams work well together.

“We know each other and we’re all close,” she said. “Everybody is pretty flawless in their execution, but we work together and fill in the gaps if we see something someone might have missed.”