CREATING AN APPAREL LINE<br />MARKET ANALYSIS & TARGET MARKET<br />Term 1 / Product Development & Design / Robin Hall<br />
BRAND OVERVIEW<br /><ul><li>Karen Walker started in 1988 with $80. She made one shirt and sold it on consignment.
She now shows at New York Fashion Week and London Fashion Week and is stocked in over 350 stores in cities including New York, London, Paris, Los Angeles, Sydney and Tokyo.
There are five Karen Walker flagship stores in New Zealand and one flag ship store in Taipei.
Karen Walker also has a Jewellery line, Eyewear line, KW Paints and also a diffusion line, Hi There, sold exclusively through Myer.
Karen has dressed Björk, Sienna Miller, Jennifer Lopez, Claire Danes, Cate Blanchettand Liv Tyler.</li></li></ul><li>MARKET ANALYSIS<br />Identify and document long-term and short-term social and economic trends that are relevant to your target market, and explain how they influence apparel purchasing behaviour.<br />
SHORT TERM ECONOMIC TRENDS<br /><ul><li>Consumer confidence in Australia is still low and there’s more saving and less spending.
Significant portion of fashion spending is going offshore. Consumers want access to a greater product range and fashion-forward pieces. Australian retailers need to not just serve the Australian market but expand to new markets via online sales.
Zara opening in Australia with no competition. The Australian marketis devoid of giants such as H&M and Uniqlo, so Zara has its own niche. This will effect retailers such as Sportsgirl and Witchery.
Strong Aussie dollar has halved the number of international delegates to RAFW (110 international buyers and retailers down from 200 last year.) Designers are counting on buyers from Asia, Europe and the UK.</li></li></ul><li>LONG-TERM ECONOMIC TRENDS<br /><ul><li>Continuing strong dollar (On the other hand if our relationship is not maintained China may start to look elsewhere (to Africa and Latin America) as a different source for commodities.)
Global Textile industry affected by a price on carbon – will garment manufacturing cost grow?
Consumers will expect more from local brands and expect them to live up to global brands
Consumer confidence grows in Australia more spending less saving</li></li></ul><li>SHORT TERM SOCIAL TRENDS<br /><ul><li>With the death of Osama bin Laden and the eventual withdrawal of the US from Afghanistan, fashion will gradually become less somber and conservative and more joyful and experimental.
Brit-fever as William and Kate marry and London hosts the 2012 Olympics.
Boardwalk Empire hits Aussie screens – think drop waists and embellishment again.</li></li></ul><li>LONG-TERM SOCIAL TRENDS<br /><ul><li>Consumers will increasingly (and automatically) receive targeted ratings, recommendations and reviews from their social networks.
Shopping will become increasingly social, even when consumers and their peers are not physically together
The cult of the individual. As social media usage increases so do blogs and fashion galleries like The Sartorialist and Lookbook.nu. People value unique garments and being ‘individuals.’
Custom-made becomes big. Bike by Meallows you to choose the colour of every part of your bicycle and Trikoton allows you to buy clothes that reflect the sound of your voice - a computer turns your speech patterns into knitting patterns.
A return to eco and natural fibres, and hand-made techniques</li></li></ul><li>MARKET ANALYSIS<br />Identify and analyse three competitors for your apparel line. Describe their strengths and weaknesses and how your apparel line will create a competitive advantage.<br />
SHAKUHACHIwww.shakuhachi.net.au<br />STRENGTHS<br /><ul><li>Collections are always youthful and fun
Want to work with only natural fibres (silk, cotton, linen, leather, wool)
Want to release two main and 12 mini-collections per year to keep website fresh and current.</li></li></ul><li>TARGET MARKET<br />Describe the target market in terms of geographic/demographic/behavioural and psychographic characteristics.<br />
Mostthey’vepaidfor a garment (excludingshoes/handbags) is $100-$300</li></li></ul><li>FASHION TRENDS ANALYSIS<br />Identify and analyse current fashion trends for your target market. Describe the direction in which these trends are headed, drawing on principles of fashion and theory of fashion.<br />
Muted organic abstract prints</li></li></ul><li>MILITARY<br /><ul><li>On the decline (especially with death of bin Laden). To be replaced with androgynous or dominatrix look.</li></ul>NAUTICAL/PREPPY<br /><ul><li>This look is classic and the Australian market is conservative so I think this is here to stay. The shapes might become more 40s-inspired.</li></ul>STRIPES<br /><ul><li>Stripes are on the decline (they are in discount and low-end stores). A/W 2011/12 showed a lot of spots and circles.</li></li></ul><li>TEXTURE<br /><ul><li>Here to stay – especially as Winter is approaching. Leather, fur, sequins, beading were in much evidence at A/W 2011. Everything – all at once!</li></ul>MUTED ORGANIC PRINTS<br />On the decline – bold prints are back. Dots, baroque, bright loud floral, feathers and lions and tigers and bears, oh my.<br />WHAT DECADE IS IT AGAIN?<br /><ul><li>The state of the world has put us all in a nostalgic mood. Take your pick from the Sixties, Seventies or the Forties. </li></li></ul><li>BIBLIOGRAPHY<br />Trendwatching May 2001 Updatewww.trendwatching.com<br />The ConversationZara’s Australian Entrance to Challenge Local Retailers www.theconversation.edu.au<br />Fashion AllureSpring Summer 2011 Trend Must Haveswww.fashion-allure.com<br />The EconomistThe status seekers, Global stretch: When will Zara hit its limits?, I've got you labelledwww.economist.com<br />VogueA-Z Trend Reportwww.vogue.com.au<br />Creative3 When you are in a creative world, inspiration can come from everywherewww. creative3.com.au<br />Karen Walkerwww.karenwalker.com<br />