Customer ProfileName: Ruby HartAge: 22Gender: FemaleAnnual Income: $35,000Education: Bachelors degree in Fashion Design and BusinessLocation: San Francisco, CAMarital Status: SingleOccupation: Works at a trendy boutique called, Bee MineFamily Size: 2 older brothers and parents still marriedLeisure Activities: Shopping, going to the beach, playing the pianoVacation/Travel: Loves to go on trips with her girl friends everyWinter to different places around the countryFavorite Designers: Bebe, Betsey Johnson, and GuessFavorite Stores: Forever 21, Target, and Nordstrom Figure 4
Psychographics• Women between the ages of 20 and 25• Active lifestyles – always on the go• Loves to craft and bake cookies and cupcakes• Shops at nature food stores• Recycles and rides her cruiser bike• Drives a VW Bug car• Volunteers for children’s programs• Do it yourselfer• Her job is something creative that she enjoys going to everyday and she could be anything from a coffee barista to a small boutique owner. Figure 5
Mapping out the trend Innovators: Fashion icons such as celebrities and designers Early Adopters: Outgoing and confident women, people working in fashion Early Majority: Everyday young and flirty women (College Students, young working class) Late Majority: High school students, people afraid to experiment with style Laggards: Children as kids wear styles start to become available.
Quality and Potential Figure 6 Figure 7 Figure 8 • Major Trend: We believe that this trend can cross over into different categories and re- occur for many years to come. Everyone can put their own twist on pin-up by mixing this trend with different styles and pieces.
Fabrics Co5on twill weave Cotton denim in a dark navy Polyester/Spandex Blend Polyester/ spandex plain jersey knit in red Cotton: Perfect for everyday clothing.• Lightweight Co5on Slack-‐tension • Comfortable Weave in light pink • Machine washablePoly/Spandex Jersey:• Non-absorbent• High elastic recovery• Machine washable Figure 19
Colors Lustrous Red Navy Blue Pretty in Pink Ivory WhiteVanilla Ice Cream Figure 20
What’s NextWe believe that after theSummer of 2012 seasonour trend is going to fadeout during the Winter Possibilitiesand then come back with • Childrens clothesa more diverse target • Accessoriesmarket in the spring and • Interior décorsummer of 2013. • Shoes • Makeup • Hairstyles
Limitations to the trend• People who live in colder climates• People who aren’t fashion risk takers• Not for most men• Not for elderly women• Not for pets J Figure 28
ReferencesKate Upton sexy Guess Spring/Summer 2011 ad campaign. (2011). Retrieved February 18, 2011, from http://slumz.boxden.com/f218/kate-upton-exy-guess-spring-summer-2011- ad-campaign-1488864/(Figures 2, 9, 15, 20, 24, and 25)Fashion Week: Day seven in photos. (2011). Retrieved March 9, 2011, from http://blog.nj.com/fashiontoday/2007/09/ fashion_week_day_seven_in_phot.html(Figure 1)Diane Kruger. (2011). Retrieved March 8, 2011 from http://www.glamour.com/fashion/2011/02/diane-kruger-cover-shoot- photo-gallery#slide=5(Figure 3) Cherry Swimsuit. (2011). Retrieved March 8, 2011 from http://www.stylehive.com/tag/pin-up(Figure 4)
Ashley Olsen pinup. (2011). Retrieved March 9, 2011, from http://hollywoodismyhood.wordpress.com/2008/11/03/celebrity-pin- ups/ashley-olsen-pinup/(Figure 5)The Vanities Girls - 50s-style pin-up photos list. (2011) Retrieved March 9, 2011, from http://www.listal.com/list/vanities-girls-50sstyle-pinup(Figures 6 and 7)Vogue Paris June/July 2009 - Anja Rubik. (2009). Retrieved March 9, 2011, from http://voguearchives.onsugar.com/Vogue-Paris-JuneJuly-2009-Anja- Rubik-3341323(Figure 8)Chiffon cheetah print blouse, high waisted shorts. (n.d.).Retrieved February 20, 2011, from http://lookbook.nu/look/460361-Slow-cheetah-come-it-s-so-euphoric- no-matter-what-they-say(Figure 10)
The look for less: The corset. (2011) Retrieved February 21, 2011, from http://blogs.smarter.com/fashion-beauty/2010/04/14/the-look-for-less-the-corset/(Figure 11) Shoes pedia: Espadrilles shoes. (2011). Retrieved February 27, 2011, from http://shoes-pedia.blogspot.com/2010/05/espadrilles-shoes.html(Figure 12)Fashionable people, questionable things. (2011). Retrieved February 27, 2011, from http://fashionablethings.com/page/18/?pages-list(Figure 13)Starpulse top 10 red-hot romantic (2007). Retrieved February 20, 2011, from http://www.starpulse.com/news/index.php/2007/11/05/ starpulse_top_10_red_hot_romantic_movies(Figure 14)Nautical high waisted shorts. (2011). Retrieved March 9, 2011, from http://www.unique-vintage.com/sale-stop-staring-black-with-gold-buttons-nautical- high-waisted-shorts-p-7897.html(Figure 16)Kendall Jenner photo shoot - The Hollywood gossip. (n.d.). Retrieved March 9, 2011, from http://www.thehollywoodgossip.com/gallery/kendall-jenner-photo-shoot/(Figures 17, 18, and 19)
Dior 2011 spring summer women show. (2011). Retrieved February 21, 2011, from http://burberryluggage.isgreat.org/2010/11/dior-2011-spring-summer- women-show/(Figures 21, 22, and 23)Bebe Spring/Summer 2011. (2011). Retrieved February 21, 2011, from pichaus.com/tabbers-dioni-photography-dioni-@ bc4f016c7b04a801c4e99cc65cf9b2db/(Figures 26 and 27)The ultimate fashion blog. (2011). Retrieved March 9, 2011, from http://www.fashionus.com/page/2/(Figure 28)Alessandra Ambrosio is plastic fantastic. (2011). Retrieved March 9, 2011, from http://www.styletraxx.com/2011/02/ alessandra_ambrosio_is_plastic.php(Figure 29)