Karen Walker is a successful New Zealand fashion designer with stores worldwide. She aims to analyze trends and target markets for a new apparel line. Short term trends show cautious consumer spending in Australia and more online shopping overseas. Long term trends indicate individual expression, customization, and eco-friendly materials will be important. Competitors like Shakuhachi, Pixie Market and ModCloth were analyzed for strengths and weaknesses. The target market is urban Australians aged 25-34 who prefer unique, neutral-colored pieces influenced by the 1960s-70s and made from natural fabrics. Current trends include nautical, preppy and military influences along with stripes and muted prints.