Coachella 2014 week 1 - Trend & Consumer compensating behaviors update

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coachella, innovation, fashion, denim, 90's trend, youth fashion, cool kid observation, festival fashion, compensating behaviors, juniors, mom jeans, overalls, pockets, activewear, outdoor trend, fashion forecasting, scad, dmgt, graduate fashion school

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Coachella 2014 week 1 - Trend & Consumer compensating behaviors update

  1. 1. Aidenn Mullen / Graduate FASH 503 / SCAD Spring 2014 / Professor Greene Coachella 2014, week 1 Pockets, Shorts, Overalls & Bags.... User compensating behaviors visualized
  2. 2. Aidenn Mullen / Graduate FASH 503 / SCAD Spring 2014 / Professor Greene Pockets, Shorts, Overalls & Bags.... User compensating behaviors visualized Coachella, the indie music festival held annually in California has just made it’s stamp on trend for casual wear once again. For Fashion forecasters, Merchandisers and Designers the narrative taking place is a narrow peek into future offering a selection that today’s “pull” consumer is looking for. Looking to Coachella requires that the Apparel team have a young consumer persona in mind, one that isn’t neccesarily running away when thinking of 1990’s crop tops, babydoll dresses, overalls, high rise denim and chunkly heels.
  3. 3. Aidenn Mullen / Graduate FASH 503 / SCAD Spring 2014 / Professor Greene Ideal Consumer Persona’s: those looking to adopt trend from the festival. Those attending have cash ready , packages for the event begin at $399 each... Leather Fringe, Boho Hippyster love child 1990 in full effect
  4. 4. Aidenn Mullen / Graduate FASH 503 / SCAD Spring 2014 / Professor Greene Relevant Retailers / Sponsorship partners / SOP opportunity +$47MM in revenue
  5. 5. Aidenn Mullen / Graduate FASH 503 / SCAD Spring 2014 / Professor Greene Trend Talk - Shorts & Overalls While it’s no secret that the past 90’s trends have resurfaced, there are a few things to note about consumer behavior. Visually, there seems to be a compensating behavior between what consumers “want” to wear (shorties) and what they “need” to take in tow. These behaviors involve the extra toting of: -cell phones in hand -fanny packs for storage - small shoulder bags - belts with pockets for storage -the back pack -the utilitarian overall
  6. 6. Aidenn Mullen / Graduate FASH 503 / SCAD Spring 2014 / Professor Greene Trend Talk - Shorts & Overalls Solutions and visual representations of our “must have “ posessions are popping up at Kingpen, a denim tradeshow. The skinny boyfriend short now with deep patch pockets Coin Pkts. extend to hold phones Zippers offer functionality, not just aesthetic Dry processing denim techniques inspired from our phones, etc.
  7. 7. Aidenn Mullen / Graduate FASH 503 / SCAD Spring 2014 / Professor Greene Trend Talk - Shorts & Overalls The future of casual bottoms can take a cue from activewear & outdoorwear design, accomodating the user with storage as a need and often a much acknowledged brand benefit for the consumer. Dry processing denim techniques inspired from our phones, etc. Easy access phone storage , headphone organizing Zip slash pockets on activewear Adjustable waistbands, zip hand pkts. Juxtaposed pkts. for multiple purpose storage
  8. 8. Aidenn Mullen / Graduate FASH 503 / SCAD Spring 2014 / Professor Greene References http://www.laweekly.com/slideshow/coachella-fashion-2014-41113090/3/ http://www.pinterest.com/ssseason7/coachella-attire/ http://fashionista.com/2014/04/how-music-festival-culture-has-shaped-spring-trends#awesm=~oBsX23KAIw0765 http://fashionista.com/2013/04/coachella-business#awesm=~oBsXVVEvGVaKYA http://www.wgsn.com/content/report/Street_Shots/Youth/North_America/2013/Apr/ coachella_2013_apparel_street_shots.html

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