2. Table of Contents
Section Contents Page Number
Articles 3
Minimalist Mom Spends Nothing on Toddle 4-6
and New Baby
“Get off the consumption treadmill” says 7-8
growing minimalist movement
The long grueling road: getting out of debt 9-12
Korner is a smart, ultra-minimalist security 13-14
system that installs in minutes
Amazon Dash is a free Wi-Fi barcode scanner 15
for grocery shopping Integrates voice controlled
shopping lists
Food Trends of 2014 16-17
Fashion Forecasting 18
Visual Merchandising Forecast: S/S 15 19
Décor Trends: Minimalists and Natural Living 20
Beauty Forecast S/S15: Raw Minimalism 21
Peclers Theme Aesthete 22
Minimal Relaxations 23
Minimal Design: Accessories 23
Retailers 24
Minimalism at The Bay 25
Minimalism at Mexx 26
Minimalism at Jacob 27
Minimalism at Gap 28
Retailers Defined 29
Miscellaneous 30
Food Trends: Less is More 31
The Minimalist: TV Show 32
Scandal: TV Show 33
The Minimalists: Blog 34
Minimalistic Approach to Advertising 35
Unrelated 36
Inspiration 37
Customer Profile/ 38
Trend Board Report
Customer Profile/ Trend Board Report 39-41
Work Cited 42
Work Cited List 43-44
4. Minimalist mom spends nothing on
toddler and new baby
Jacoba Urist
TODAY contributor
March 4, 2014 at 9:53 AM ET
Kids these days come with such a hefty six-figure price tag it can feel down-
right overwhelming. Is it even possible to have kids without spending a
bunch of money?
British mom and blogger Hattie Garlick decided to find out. After losing her
job just before Christmas 2012, while being hit with the holiday marketing
blitz, Garlick pledged to strike out against consumerism. She and her hus-
band Tom, a carpenter and musician, instituted a total spending freeze on
kid-related items for all of 2013. The only exception was childcare and medi-
cal expenses.
Garlick was prepared to spend nothing on toddler son Johnny. That meant
no kid-specific snacks or clothes or entertainment or even Christmas or
birthday presents for an entire year.
But two months into her zero spending odyssey, Garlick discovered she was
pregnant with her second child, due the following November. Would the de-
mands of pregnancy and a growing family shake her resolve?
On the contrary. If anything, preparing for a new baby only emboldened the
“minimalist mom.”
“When we found out she was a girl, I think my resolve was stiffened in a
way,” Garlick explains. “The kiddie consumerism aimed at young girls is so
much more toxic at times. It encourages girls that they have to be interested
in pink and princess. I want to protect her from that as long as possible.”
4
5. Despite the pregnancy and birth of daughter Frida, Garlick says she was
able to stick to the no-spending pledge. She confesses she broke the rules a
few times, like when she bought “a couple packs of nappies” and some dis-
posable wipes for a family trip, because she couldn’t countenance traveling
with cloth diapers. And while son Johnny, now 3, did not get toys for his
birthday from his parents, he did get a CD made by Garlick of all the impor-
tant people in his life — grandparents, godparents, aunts, uncles, cousins —
reading their favorite bedtime stories.
As for dealing with baby gear, Garlick says “newborn clobber” is often the
easiest to get for free from friends, neighbors and sites like Freecycle, a
worldwide nonprofit.
The year was so successful and made her family so happy that Garlick has
stuck to the plan for 2014, with slight modifications (like a once a month
“get out of jail free” card).
According to the latest US Department of Agriculture report, it will run a
typical middle-class American family around $241, 080 to raise a child for 18
years, not including the cost of college.
Garlick’s manifesto may have begun because money was extremely tight.
But as the year progressed, it became less about pinching pennies, she says,
and more about building a network with families in her community and par-
ents on the Internet, as they swapped and shared baby items.
“We would go to the local playground,” describes Garlick. “Suddenly it
wasn’t filled with strangers anymore. Johnny knew the kids there and I
knew the parents and we simply didn’t need to spend money to keep him
entertained anymore.”
In fact, the minimalist parenting trend is about more than saving money.
Increasingly, it’s being linked to what’s known as mindful parenting — the
conscious decision to slow down and focus on whatever is happening in the
present moment with our kids.
5
6. “It’s even harder to fully pay attention to our children and ourselves if we’re
frequently distracted by clutter or finding the right top to the sippy cup,”
says Carla Naumburg, author of the forthcoming book, “Parenting in the
Present Moment.”
Without a gazillion toys to clean up every night, it’s easier, for example, to
enjoy the evening routine of bathing your child and hearing about his day at
preschool.
Last year, Rachel Jonat, Canadian parent and author of “Do Less: A Mini-
malist Guide to a Simplified, Organized, and Happy Life”, gave birth to her
second son, Wilfred, and also vowed to stick to a more simplified lifestyle.
“This second time around, we were able to relax and enjoy the baby phase,”
says Jonat, who has tried to contain Wilfred’s wardrobe — consisting entire-
ly of gifts and hand-me downs — to a single basket. “I wasn’t online shop-
ping or trying to help our baby sleep through the night. Our home has less
in it so I spend less time picking up and tidying, which I love.”
Jacoba Urist is a health and lifestyle reporter in NYC. Follow her on Twit-
ter @JacobaUrist.
6
7. “Get off the consumption treadmill” says
growing minimalist movement
Proponents quit jobs and give away possessions
Brendan McLaughlin
TAMPA - If one day you decided to sell or give away half of all your worldly
possessions, would you be happier? Members of the so-called minimalist
movement say yes. Two leading writers on this philosophy are preaching
that when it comes to fulfillment, less is more.
On WMNF’s ‘Radioactivity’ program Friday, two young men in their 30’s
explained to host Rob Lorei why they walked away from six figure jobs and
all the goodies that kind of money can buy. “My life was filled with stress
anxiety and discontent and I really didn’t know what was important,” said
32-year-old Ryan Nicodemus. Nicodemus and his longtime friend Joshua
Fields Millburn quit their jobs, unloaded 80 percent of their possessions and
wrote a book.
They’re on a 100 city book tour that began in Tampa. They also have a blog
called ‘The Minimalists’ that claims two million readers looking for ways to
simplify their lives and focus on what’s important.
“They’re not looking towards a big paycheck or big house or fancy car, or
the latest gadgets. They’re really trying to search somewhere else for it,” said
Nicodemus.
America’s complicated relationship with stuff is on display through reality
series like Storage Wars, made possible because so many people abandon or
lose track of stuff they didn’t have room for in the first place.
On the extreme end, there are hoarders who get buried under a mountain of
possessions. But the Minimalists say everybody could benefit from taking
stock of all the objects that take up space in our lives.
7
8. “Look at what you have and ask, have I received value from this item in the
last year? It’s O.K. to get rid of it. What’s cool is I’ve never gotten rid of any-
thing I really wished I’d gotten back,” said Fields Millburn.
Today, it’s easier than ever to be a minimalist. Even the biggest book and
music collections that once lined the walls can be stored in a phone. And
clever space-saving furniture allows people to live large in small spaces.
The minimalists don’t’ claim to know the secret to happiness, but they think
their message might make it easier to find yourself.
“We’re so caught up in the accumulation of things that the path towards
something more meaningful gets a bit cluttered,” said Fields Millburn.
8
9. The long, grueling road: getting out of debt
Linda Federico-O’Murchu
March 14, 2014 at 12:55 PM ET
Forget consolidation loans, extended credit lines or fancy debt relief agen-
cies. A few brave Americans say the only way to escape debt is the hard,
sweaty way.
But in the end, it’s so worth it.
“Debt is one of those things that can tear a marriage or a family apart,” said
Cherie Lowe, 37, a married mother of two from Greenwood, Ind. “We took
the approach that debt is out to get us. It wants to destroy us. It wants to
take away our ability to educate our children, save for retirement, live life to
the fullest.”
Since 2009, Lowe has been chronicling her family’s journey from indebted-
ness to financial freedom on her website, the Queen of Free. She recalls the
horror she felt when she realized how much debt her family had accrued —
$127,000 — “with hardly anything to show for it.” Terrified for her family’s
future, she sprang into action.
“I streamlined everything, from what kind of toilet paper I bought to how
we prepared meals and cleaned the house,” she said. “We never went out for
dinner. By the fourth year, we weren’t eating meat except on weekends.”
Lowe stopped buying clothes, made her own laundry detergent and discon-
nected the family’s landline telephone. Leaky faucets were fixed, windows
were weather-stripped and electrical appliances were unplugged when not in
use.
“People think utility bills are fixed expenses, but you can call up the compa-
nies and ask for a reduction,” she said. “If you have cable TV, call and ask
9
10. for the ‘poverty package.’”
As it turned out, even that was too expensive at $12 a month. “We cut it off.”
“If you pay the minimum payment on a credit card at a 23 percent interest
rate, you could literally be paying for the same pair of shoes for the next 20
years.”
For most people, escaping from debt is a battle yet won. In 2013, household
debt spiked to its highest level since 2008, due to rises in mortgage balances
($56 billion), student loans ($33 billion), auto loans ($31 billion) and credit
card debt ($4 billion.) According to recent statistics, the average American
household carries $15,270 of credit card debt, $149,925 of mortgage debt
and $32,258 of student loan debt, totaling $197,453. And that doesn’t even
count a car payment.
Like the Lowe family, Phil Werz of Leesburg, Va., had to sacrifice for years
to dig himself out of debt.
Werz, 52, now a public relations and marketing manager at Lansdowne Re-
sort, says he racked up $30,000 in loans and credit card debt after leaving
his job in 2008 to attend golf school and teach at a golf academy in China.
“When I got back to the states, I shared a house with a fraternity of di-
vorced, white-collar guys trying to save money,” he recalled. “We were all
doing the same thing, sharing expenses and trying to pay off our lives.”
Determined to turn his life around, Werz says he became hermit-like, living
in a room “no bigger than a mattress” and denying himself pretty much ev-
erything he had enjoyed. He paid off his high-interest credit cards first, then
tackled his educational and travel debts. By working extra jobs and allocat-
ing all his tax refunds to debt repayment, Werz was debt-free in 30 months.
“I remember the night I made the last payment. It was the most liberating
experience ever,” he said. “Outside of my first career hole-in-one, I don’t
10
11. think I have ever had a better feeling than not owing anyone on earth one
red cent.”
“The idea of delayed gratification is almost nonexistent these days.
Nobody wants to say, ‘You can’t have it.’ But you know what? You can’t
have it.”
Certified financial planner Christopher Kimball, 54, from University Place,
Wash., says paying off the high interest credit cards first, as Werz did, was
exactly the right strategy.
“Those high-interest credit cards will eat you alive,” Kimball said. “If you
pay the minimum payment on a credit card at a 23 percent interest rate, you
could literally be paying for the same pair of shoes for the next 20 years.”
Still, Kimball understands how tempting credit cards can be.
“I didn’t have a lot of money growing up — I always wished I could buy
great stuff,” he said. “I racked up $20,000 in debt by the time I was 25.
People who say, ‘Money doesn’t buy happiness’ — that is a myth. Of course
money buys you happiness! It may not buy lasting happiness, but all things
being equal, money gives you a better life.”
Kimball says he might have ended up bankrupt if a local pastor hadn’t inter-
vened. He counseled him to pay off his credit cards and start fresh.
“I just paid and paid and paid,” he recalled.
The experience changed his life. Kimball, who has been debt-free ever since,
now advises others to do whatever it takes to get out of debt.
“The idea of delayed gratification is almost nonexistent these days,” he said.
“Nobody wants to say, ‘You can’t have it.’ But you know what? You can’t
have it.”
11
12. Bruce Specter, 55, a mortgage consultant from Reno, Nev., says buying
small, or not buying at all, is key to avoiding a debt cycle that often begins
with large purchases like a home or car.
“Most people talk to a Realtor or car salesman before talking to a lender.
That makes absolutely no sense. They’ll tell you what they want you to
spend, because they’re chasing a paycheck.”
Specter calls the underwriting system archaic and illogical. “The home you
qualify for is based on debt-to-income ratios,” he said, meaning, consumer
debt divided by gross income. This allows buyers to qualify for considerably
more than they can afford.
“From then on, you’re shackled to debt you can never really get free from.”
People overwhelmed by debt sometimes seek the support of financial man-
agement companies, which offer a range of solutions such as bond-secured
credit lines to repay revolving credit card debt. Consolidating debts with a
bank loan or credit union, or transferring a balance from a high-rate credit
card to a low-rate card, are other options. But even with the aid of an experi-
enced agency, getting out of debt is not easy.
“There’s no quick scheme,” cautioned Lowe. “It’s a lot of personal choices. If
you leave your money in your savings account, it will grow legs and walk to
Target. So use that money toward your debt instead.”
12
13. KORNER IS A SMART, ULTRA-MIN-
IMALIST SECURITY SYSTEM THAT
INSTALLS IN MINUTES
By Drew Prindle — March 19, 2014
It used to be that outfitting your home with a security system meant you
needed to contact a security agency like Brinks or ADT, set up an appoint-
ment for them to come and install sensors all over your house, and then pay
a monthly fee to keep your service going. But that’s no longer the case. Now
that sensor tech has become drastically cheaper than it used to be, cheap
DIY home surveillance systems are on the rise.
Korner is yet another entry into this growing category of products, but un-
like all-in-one systems like Piper and Canary, Korner takes a much more
minimalist approach. The entire system is comprised of a set of app-enabled
door/window sensors and a network fob, so to get started all you do is stick
the tags in the corners of the doors & windows you want to monitor, and
plug the fob into your router.
Once applied, the tags will detect motion and wirelessly notify the fob,
which then sounds a high-pitched alarm (if that’s how you configure it) and
forwards an alert to your smartphone, tablet, or laptop. In the even of an
intrusion, you’ll be presented with the option of either calling the cops, or
forwarding the alert to your Security Circle — a user-selected list of family,
friends, and neighbors who can check on things for you.
As an added bonus, Korner tags are also equipped with Zigbee radios, so
they can easily be incorporated to your existing Zigbee-based home automa-
tion setup. All security considerations aside, these tags are the only single-
piece door/window sensors we know of, and they’re far more attractive than
most of the other sensors on the market right now.
13
14. Obviously, this system has some big limitations compared to full-fledged
security systems outfitted with cameras, but not everybody wants such ro-
bust security, and for those simply looking for an easy and affordable way to
make their home safer, Korner would likely be an excellent option. You can’t
buy it just yet, but Korner’s creators are set to launch an IndieGoGo cam-
paign in the near future, and will offer a pack of three tags and one fob for
just 80 dollars.
14
15. Amazon Dash is a free Wi-Fi barcode
scanner for grocery shopping
Integrates voice controlled shopping lists
By Chris Smith April 5th
Amazon has launched a handheld LED barcode scanner, to allow users of its
fledgling AmazonFresh grocery service to pick out low-running household
items and add them to a shopping list.
The Amazon Dash device, which will be distributed freely to Fresh custom-
ers, is Wi-Fi enabled and also has a microphone for adding barcode-less
items like fruit and vegetables.
The idea is for users to carry the dash scanner around the house and pick
out items that need replenishing before completing the order online using
the AmazonFresh website or smartphone apps.
It’s not just household items among the 500,000 available from the Amazon-
Fresh next-day delivery service. The preview video below shows a user or-
dering guitar strings.
Sadly, for the vast majority of interested parties, getting ahold of a Dash
scanner will be pretty tricky as the Fresh service is only available in parts of
California and Washington State in the United States. Dash itself is only be-
ing trialled in LA and San Francisco.
Convenience
The launch is further indication that Amazon is prepared to make significant
losses on hardware in order to make the convenience of ordering from Ama-
zon preferable for the consumers.
Can the company’s successes with this approach in ereaders, tablets and also
most recently with its Fire TV set-top box, give it the upper hand over brick
and mortar grocery stores?
15
16. Healthy Food Trends of 2014
BY AMARI THOMSEN
Breakfast is the new dinner, cauliflower is the new kale, and kaniwa is the
new quinoa! Here are some of the new food trends expected to appear in
2014 that you won’t want to miss!
Pancakes for dinner – Um, yes please. This is a food trend I really hope
takes off. Breakfast is my favorite meal of the day, so to enjoy it twice in one
day is a dream. But this idea of pancakes for dinner goes above and beyond
fluffy discs coated in butter and maple syrup. We’re talking savory gourmet
pancakes – think ham and leek, bacon and cheddar, or even pecorino and
sauerkraut!
Clean eating – Every year a new way of eating healthy becomes trendy, and
this year I’m thrilled to hear that it’s clean eating! Clean eating is all about
eating more fresh fruits and vegetables, whole grains, nuts and seeds and
less processed foods, sugar, salt and alcohol. This has been my eating phi-
losophy for years, so here’s hoping it sticks around beyond 2014! Say hello
to kale and quinoa and goodbye to burgers and fries!
Unfamiliar sustainable seafood – Local chefs are finding creative ways to
support sustainable seafood on their menus. On restaurant menus in 2014,
look for invasive species such as Asian carp, or species that often show up
as bycatch (fish caught unintentionally) in fishing nets, like wolf eel and sea
robin. Expand your palate and support sustainable this year by trying some-
thing new!
Cauliflower boom continues – The cauliflower boom is expected to carry
on into 2014! Whether it’s a savory cauliflower steak with butter, seasoned
spicy cauliflower rice or a creamy soup, this low-calorie, vitamin C-rich veg-
gie is making a comeback!
16
17. Fermentation is in – Using microbes in your own kitchen to create delicious
fermented foods is becoming more and more familiar. Home fermentation is
going beyond creating homemade yogurt. Think sauerkraut, kombucha and
kefir. Expect to see more people experimenting in the kitchen to reap all the
benefits these healthy-living foods have to offer.
Kaniwa is the new superfood – Step aside quinoa, kaniwa (ka-nyi-wa) is the
new guy in town! This South American quinoa-like pseudo-grain is gluten-
free, high in protein and a great source of iron. Kaniwa looks similar to red
quinoa, but is about half the size. Use kaniwa as a breakfast porridge, a sim-
ple addition to soups or salads, or to make a tasty nutty pilaf! Look for it in
your local natural-food store or purchase it online.
What do you hope becomes trendy this year in the food world?
Amari Thomsen is a Chicago-based registered dietitian, blogger and owner
of Eat Chic Chicago. She graduated from Loyola University of Chicago and
later completed her nutrition education at the University of Illinois at Chi-
cago. Amari is focused on integrating modern and traditional techniques to
promote real food nutrition. Read her nutrition blog and find her on Twitter,
Facebook and Pinterest.
17
19. Visual Merchandising Forecast S/S 15
Visual Merchandising has a minimal mood using the bare basics like simple
shapes and basic lines creating a soothing, serene space while shopping. The
black, white and grey palettes keep the focus on materials while well- lit, open
and airy spaces bring a fresh interpretation of Zen minimalism (Style Sight).
19
20. Décor Trends: Minimalists and Natural Living
Décor trends are shifting towards a bare essentials theme with naturals and unadulterated
textures, materials and finishes.
Showing a very calm no-frills approach to design with natural materials as the preferred
selection. Décor inspired by nature as well such as corals, trees and florals will dominate
the home decorating trends. Colours are neutral and natural keeping with the minimalist
feeling (Idiva).
20
21. Beauty forecast S/S 15- Raw Minimalism
The beauty forecast for the spring summer season is one of raw minimalism. Hair is said
to be sleek, long and straight with the edgier version being an asymmetric cut. Muted
tones are used for a base for skin with slightly pearly pink blush on cheeks. Eyes have an
ultra-subtle look using shades of grey and putty beige while lips are natural with toned
down creamy chocolates with a slight pink tinges. Nails gravitate towards ceramic finish-
es with mineral smudges mimicking natural stones (Stylesight).
21
22. Peclers Theme Aesthete
A theme for womenswear that expresses sensual well-being and absolute beauty with
simple attributes. Influences include purity, sensuality, the grace of the 1930’s bal-
lets and the relaxed energy from yoga. The theme combines elements of comfortable
shapes, comfortable materials, soft graphic patterns, supple lines and natural elegance
(Peclers Paris, 99).
Colour Range
The colour range of this theme is one of a graded nautical blues, including a greenish
ultramarine, grayed indigo, sunny turquoise and cruise blue. Then a mix of nudes, sen-
sual blushes and cleans pink while the accent of a clean white brings the colours
together (Peclers Paris, 100).
22
23. Minimal Relaxations (within Aesthete theme)
Unity of purity, floaty and boxy structures with lines decorated in asymmetrical details.
The use of natural textural fabrics in comfortable terry cloths and thin delicate crepes.
The use of colours in muted honey gold, dark and light blush variations, deep navy and
pure white (Peclers Paris, 106-107)
Minimal Designs- Accessories (within Aesthete theme)
Minimal designs displayed with simple but ultra studied lines shown in noble leathers.
Bags created with simple shapes like circle, hexagon and rectangles while shoes are
shown with minimal coverage and smooth leather textures (Peclers Paris, 125).
23
25. Minimalism at the Bay
Featuring Planet
Clean lines used make a crisp,
high neckline.
Minimal effect was achieved
through the use of neutral
colours.
Simple lines are used to
achieve delicate pleating.
This adds a minimal design
element to the blouse, adding
interest while still keeping it
simple and elegant.
Overall these looks represents the emerging trend; Minimalism. The
modesty of this outfit allows it to be worn to work and fits the sophisti-
cation and age of the chosen target market.
25
26. Minimalism at Mexx
The detail shown on
this blouse is placed
at the shoulder area,
adding a simple but
interesting detail. The
neutral colours make
it easy to pair with
many other pieces,
making it very versa-
tile.
The pattern shown
on this skirt could be
classified as busy if
shown in bright co-
lours. The neutral
colours work well
together and make the
pattern appear mini-
mal, giving it a simple
yet professional look
for our chosen target
market.
26
27. Minimalism at Jacob
Minimalism is displayed
through neutral colours,
clean lines and simple
patterns. These attributes
make the clothing easily
dressed up or more
casual depending on if its
a day at the office or out
with your family.
27
28. Minimalism at Gap
These outfits from Gap display minimalism through the use of
neutral colours and just from the overall design of the garments.
When colour is used it is used in a very minimalistic approach
by having it in a more toned-down pastel colour.
28
29. Retailers Defined
Jacob:
At Jacob we noticed the trend of minimalism, with many plain colours with small added
touches of prints and patterns. A lot of plain coloured pants (forest green, royal blue, even
white) being paired with plain tops, or tops with simple details that would easily go with
many other outfits. Also on many mannequins, simple, minimalistic outfits were being paired
with fine printed belts or belts that added a touch of shine or colour.
Our observations we have helped us find that Jacob has been doing well with their coloured
pants. In particular the forest green slim fit pant, as well as the black and royal blue version.
Also selling quite well at Jacob has been their plainer tees, whether it be a simple plain white
tee, or a more original deep V neck chiffon top in plain black.
The Bay:
After visiting The Bay on a few occasions, we noticed that in the clearance section, there
wasn’t a lot if any minimalistic items. What we did see was a lot of item with the silhouette
our target market would wear, but with loud prints and color in the clearance section. This
makes us believe that loud colors and prints are not popular or in trend. Why else would
they be in the clearance section? Those items could also be in the clearance section consider-
ing they cannot be carried over to the next season. Our target market is looking for versatile
pieces that can be carried from season to season and last her a long time. Therefore what they
want are items you can do that with.
Mexx
We also saw the same thing at Mexx. A lot of the work wear in the clearance were pants,
blazers, etc. patterns that were big and loud. Nothing what we feel will be the trend in spring
2015. We also noticed that the basic colors on the floor were running out of stock fairly
quickly. When we asked if they had any more styles in the back, they mentioned that there
were none left. These items were basic pants, blazers and blouse. If there was a pattern it was
very minimal.
Gap:
Gap almost always carries blouses in many colours and sometimes a few patterns. These
blouses were carried in mostly light, fair colours with the exception of black and navy. When
we had seen these displayed on a mannequin, usually they were paired with either light
washed jeans or light beige or light grey pants. This would inform customers that they are
perfect for work as well as ‘play’.
Something we noticed that was also selling well at Jacob as well at Gap is coloured pants.
It seemed that every time we visited Gap, they had a new colour or style, giving customers
ample choice. With spring arriving, they had everything from white to black jean. Gap had
many different shades of beige pants, yellow, different shades of pink, grey, orange, blue. A
few things we noticed that was consistent with all the coloured pants, they were all light in
shade, and they were all either skinny or straight fit.
29
31. Food Trends- Less is More
Like fashion food trends are always changing, an upcoming trend in food is less is
more. The trend follows the minimalistic view involving dishes with only a few in-
gredients. This incorporates more pure and unprocessed foods with basic seasoning
while incorporating only a few flavours.
31
(Sprout Right)
(Nut Roasterv)
(Facelift Natural)
(Food Navigator)
(Simply Recipes)
32. The Minimalist (TV Show)
The Minimalist is a cooking show featuring Mark Bittman, beloved food journalist. His
show and many books outline tried-and-true recipes with simple ways to prepare them.
He shows many different items from finger food and soups to different types of ethnic
food(cookingchannel). This TV show is a hit due to the growing popularity for simplistic
ways to live due to the increasingly busy lives people are living these days.
32
33. Scandal (TV Series)
Scandal is on of the top TV series’ of 2014. The main character, Kerry Washington is a great
example of minimalistic style as she dresses in a dressy and professional way but with mini-
mal details and accents.
33
34. The Minimalists
A blog written by two men Joshus Fields Millburn and Ryan Nicodemus who left the fancy
corporate jobs to live more meaningful lives with less “stuff” that is read by over 2 million
readers. They cover everything from working out, cooking, home essentials to answering the
many questions asked by fans around the world that read their blog and are astonished that
they are so successful at living this lifestyle(the minimalists).
34
35. Minimalistic Approach to Advertising
Adding the effect of minimalism to advertising gives the add more conviction and send a
clear, concise message to the consumer. By not focusing on too many different points while
creating an advertising bring less confusion to the product or point trying to be reached.
This ad has 2 simple purposes, to re-
mind the viewer of the station and that
“nothing gets away”. The logo placed
in the spider web in a simple a direct
method of doing so.
This ad is advertising free Wi-Fi and only that.
Having the fries shown as the Wi-Fi symbol still
reminds the consumer about the food available at
the restaurant but still keeping the message clear
and right to the point.
This advertisement is featuring Coca-Cola
light lemon. The Coca-Cola symbol show
in a lemon peel suggests the Coca-Cola is
lemon flavored in a way that shows minimal
effort while still making the point quite clear.
35
37. Inspirations
We were inspired by natural colours and fabrics and the feeling of simplicity they bring. We
were also inspired by the simplicity of food in its natural state which is becoming a big trend
in many consumers these days. Simple shapes and silhouettes were also a big influence on the
end result of our collection.
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39. Customer Profile
Geographic Segmentation:
Residence-Type and Location: North York, family friendly area, detached single family home
(3-4 bedrooms)
Demographic Segmentation:
Age: 30-40
Gender: Female
Family Life Cycle: Married; 1 or 2 kids
Annual Income-Individual: $55,000-$75,000
-Family: $100,000-$150,000
Occupation: HR position, Professor, Accountant, District manager, Financial Advisor, Head
Office Positions
Education: Advanced college diploma and/or university degree
Ethnicity: Multicultural
Mode of Transportation: Drives energy efficient vehicle (Nissan, Toyota, Honda), takes
subway and/or go transit
Psychographic Segmentation:
Personality Traits: Caring, determined, selfless, eco-conscious
Leisure Activities: Family vacations, reading, spending time with kids
Important Social Causes: Environment related causes, school fund-raising, children’s chari-
ties
Vacation/Travel Preferences: Family resorts, Disney World, Camping
Reference Groups: Co-workers, friends, family, Jennifer Aniston
Media Preferences: Newspaper, magazines (Chatelaine), blogs, online shopping
Spending Priorities: Children’s extracurricular activities, home, cost of living, career ward-
robe
Benefits sought in purchases: quality, versatility, longevity, simplicity
Favourite Brands/Stores/Designers: The Bay, Jacob, Mexx, Planet, Gap, Banana Republic
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40. Trend Board Report
The theme we have chosen to base our line around is a soft, simple and minimalistic style.
We named out line Purity, the meaning of this word is something at its puriest form, no addi-
tives or extras. The name is simple, short and sweet which goes perfectly with our theme and
emerging trend. With a fair bit of research, we agreed that the leading trends are very much
focused on simplicity, convenience, and essentials (Style Sight, Peclers Paris). Rather then
materialistic and luxuries. For our line, we have constructed garments with modest yet well-
constructed details. Our findings showed that busy and hard working mothers and wives are
becoming the norm (Urist). So our vision was to allow them to spend more time with their
families and less time deciding on what to wear. As well, people are starting to believe less is
more (the minimalists). Clothing that can be worn to work should also be clothing that can
be worn to the grocery store, or out for dinner, or to the mall on Saturday.
We focused on developing pieces with little striking details, but impeccable structure. For the
silhouettes we focused on easy wear pieces that were acceptable for work that could transi-
tion into an outfit worn for different occasions as well (dinner with friends and family, day
trips, social events/fund-raisers). The inspiration for our items came from the many “key
items” forecasted for S/S 2015 (WGSN, Style sight). Our customer is practical and con-
scious about being appropriately dressed for both work and outside of work, acting as a role
model for her children. Every woman deserves to feel confident and comfortable at the same
time. In order to make this possible, we focused on choosing the perfect fabric for each piece.
With more extensive research, we discovered the trend of recycling, and thinking about the
environment before we purchase. Using many natural fibers, which we believe are most
comfortable, we pulled together a great range of cloths. The following are the fabrics you can
find in our collection:
Top Weights:
-Bamboo, cotton stretch (66% Rayon from bamboo/ 28%cotton/ 6%Spandex)
-Merino wool (100% wool)
-Merino wool jersey (100% wool)
-Satin (100% Polyester)
-Silk linen (65% flax/ 35& silk)
Bottom Weights:
-Hemp, Organic linen (55% Hemp/ 45% Flax)
-Hemp, Recycled poly stretch chambray (53% Hemp/ 44% Recycled Poly/ 3%
spandex)
Dress Weight:
-Hemp organic cotton denim (55% Hemp/ 45% Organic Cotton)
-Mixed Weave (50% viscose from bamboo 50% soy)
40
41. Fashion Colours:
Neutral Colours:
Accent Colours:
With minimalism come natural and pure colours. Neutrals and pastels were used, with hints
of a few brighter colours such as red used as an accent. Blue is cool and earthy, eggplant is
deep but perfect when paired with a nude or white. Slightly muted orange provides the per-
fect pop of colour with out too much vibrancy, and the blush pink brings out the femininity.
Many of out bottom pieces such as skirts and pants will be constructed of fabrics in the beige
as well as the grey. Both are clean and make for great staple pieces. Of course the first thing
that comes to mind for most when you think of ‘Purity’ is white. The white resembles the
pure, everyday woman. The colours chosen both represent our theme appropriately as well
as the spring/summer season. With the end of winter in sight, we all look forward to finding
fresh new outfits, with uplifting colours. Put away your blacks and introduce the newest and
trendiest colours of the season. (Style Sight, WGSN)
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43. 43
Works Cited List
Cooking Channel. Cooking Channel TV. 2014. Web. 25 March 2014.
Culinote. Culinote. 2014. Web. 15 March 2014.
Facelift Natural. Darling Darring LLC. 2014. Web. 15 March 2014.
Etonline. ET Canada. 2014. Web. 25 March 2014
Federico-O’Murchu, Linda. “The long, grueling road: Getting out of debt.” 14 March 2014.
Web. 15 March 2014.
Food Navigator. William Reed Business Media. 2014. Web. 15 March 2014.
Mexx. Mexx Canada Company. 2014. Web. 25 March 2014.
Mclaughlin, Brendan. “Get off the consumption tredmill.” says growing minimalist
movement. 24 January 2014. Web. 15 March 2014.
Nut Roaster. Nut Roaster Austrailia Wide. 2001. Web. 15 March 2014.
Ngpal, Roheena. “Décor Trends 2014: Minimalist & Natural Living.” idiva.com. iDIVA.
10 January 2014. 15 March, 2014.
Peclers Spring Summer 2015. Paris, 2014. Print.
Prindle, Drew. “Korner is a smart, ultra-minimalist security system that installs in minutes.”
digitaltrends.com. Digital Trends. 19 March 2014. Web. 20 March. 2014.
44. Works Cited List
Simply Recipes. Simply Recipes Inc. 2014. Web 15 March 2014.
Smith, Chris. “Amazon dash is a free Wi-Fi barcode scanner for grocery shopping.”
techradar.com. Tech Radar. 5 April 2014. 20 March 2014.
Sprout Right. Sprout Right. 2014. Web. 15 March. 2014
Style Sight. Style Sight Inc. 2014. Web. 15 March 2014.
Textile View Magazine Spring 2014: 95,96,113,116,130,236. Print.
The Bay. Hudson Bay Company. 2014. Web. 25 March 2014.
The Minimalists. Bluehost. 2014. Web. 25 March 2014.
Thomsen, Amari. “Healthy food trends of 2014.” foodandnutrition.org. Food and Nutrition.
31 January 2014. Web. 20 March 2014.
Urist, Jacoba. “Minimalist mom spends nothing on toddler and new baby.” today.com.
Today Moms. 4 March 2014. Web. 15 March 2014.
WGSN. Worth Global Style Network Limited. 2014. Web. 15 March 2014.
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