Our brand name is “Wanderlust” which means “a strong desire to travel.” With our target consumer we not only mean travel in sense of new locations, but how they travel throughout their lives. We want our brand to travel with them throughout the many stages of their adulthood life too. Our logo is based off this sense of always exploring and traveling too. Most importantly we want a consumer who wants to try new things, and is willing to “travel and explore” their reaches of fashion with our brand.
Hannah Yoon Our demographics are Generation X and Generation Y, who are born between 1966 and 1994; however, our market segmentation is women aged between 25 and 35. Some of them are right off the college, looking for their first job with countless job interviews. Some of our consumers are married and have their first child. While some are becoming financially stable others are still struggling. Sometimes, Generation X is referred as “the lost generation” because they are largely exposed to many divorces and daycare due to poor parenting. They have a high level of skepticism with ambiguous and capricious attitudes. Generation Xers are the most education demographics among others which concludes that they have the highest level of income. Next to Baby Boomers, Gen Xers are the largest spending population. Generation X takes up about 21% of U.S population. Moreover, the size of the population is currently slowly getting larger; however, there is not much difference. Generation Yers are very sophisticated, technology-wise and sensitive to all marketing advertisings. They tend to be less brand loyal because the technology has been improved so much that it distracts their loyalty. Because there are so many advertising, Generation Yers are more flexible, conscious about the way they dress and where they buy things. Many consumers from Generation Y are raised from dual income parents so they are not very wise about spending money. Generation Y is the second largest demographic following by Baby Boomers and it is continuing to grow larger and larger. It takes up about 14% of U.S population. Generation X and Generation Y are proud to have the most diversity; therefore, our brand is for many different ethnicities. Our consumers are more likely to live in urban cities where they are many big companies and have heavy traffic such as New York City, Los Angles, San Francisco, Dallas, Austin and Chicago.
Christy Daily -Part of Generation X-Attitude of: “Whats in it for me?”, skepticism, give up approach, -could be caused by: 1. extreme diversity 2. early childhood family setting - first “latch key” kids, high divorce rate of parents, exposed to daycare at early age, appear as “middle child” of generations(also sandwiched between two large generations - baby boom and Gen Y)- Values and Beliefs: Family, lack of interest in politics, Skeptical about government, independent and individuals(traditional roles of stay at home mom are expected to be low in future - aren’t there yet), high education is valued, reject rules instead of rewriting them like gen Y, goes against authority- Time: Spends most of time working, large percent shown online, leave home during leisure time(movies, eat out, etc), take care of self and loved ones, don’t and don’t want to depend on others for wants/needsResources:Howden, L.M., & Meyer J.A. (2011). Age and Sex Composition: 2010. The United States Census Bureau. Retrieved from http://www.census.gov/prod/cen2010/briefs/c2010br-03.pdf. The New Strategist Editors (Eds.) (2006). Generation X: Americans born 1965 to 1976. (5thed.).Ithaca, New York: New Strategist Publications, Inc. Lazarus, S. (1999). Gen X Politics. Retrieved from http://www.cpjustice.org/stories/storyReader$421.
Sarah Bravenec In regards to culture with our target market, there are a few different consumer segmentations that fit the description of the consumer we want to purchase our brand. First is the Boomtown Singles, whose description states, “Affordable housing, abundant entry-level jobs, and a thriving singles scene--all have given rise to the Boomtown Singles segment in fast-growing satellite cities. Single, and working-class, these residents pursue active lifestyles amid sprawling apartment complexes, bars, convenience stores, and laundromats,” (“Boomtown singles,”). Their average income is about $41,000, and is mostly comprised of recently college level graduates (“Boomtown singles,”). Second are the Up-and-Comers, whose description states, “Up-and-Comers is a stopover for younger, upper-mid singles before they marry, have families, and establish more deskbound lifestyles. Found in second-tier cities, these mobile twentysomethings include a disproportionate number of recent college graduates who are into athletic activities, the latest technology, and nightlife entertainment,” (“Up-and-comers,”). The average income is about $53,000, and is mostly comprised of college level graduates who are 100% settled down in terms of a job and a spouse. Lastly are the New Homesteaders, whose description states, “Young, upper-middle-class families seeking to escape suburban sprawl find refuge in New Homesteaders, a collection of small rustic townships filled with new ranches and Cape Cods. With decent-paying jobs in white and blue-collar industries, these dual-income couples have fashioned comfortable, child-centered lifestyles; their driveways are filled with campers and powerboats, their family rooms with PlayStations and Game Boys,” (“New homesteaders,”). The average income (for the dual household) is about $59,000 and they are recently married couples that are starting their family. Since our target market ages range from 25 to 35, the division of the consumer is based on what is going on in our customer’s life, but we want our brand to be something that she can carry with her from after college, to starting her first job, and having her They enjoy shopping at many of the places they shopped in college, such as Victoria’s Secret or Anthropologie but are starting to refine their taste. Their cultural icons are mostly the celebrities they have grown up with through their high school and college careers, since celebrities have become more prevalent as icons than political leaders. A good example would be Angelina Jolie because she is a beautiful, smart, woman who has aged very gracefully. They have strayed away from “top 40” radio and are branching out more on every aspect of life, especially musically. Many like more low-key bands such as Coldplay that they also grew up with and are nostalgic for, and also new, budding bands that seem to be hidden from the public eye, such as Foster the People (before everyone knew their one song). Boomtown singles. (n.d.). Retrieved from http://www.claritas.com/MyBestSegments/Content/tabs/filterMenuFrameWork.jsp?page=./Segments/snapshot.jsp&menuid=91&submenuid=911New homesteaders. (n.d.). Retrieved from http://www.claritas.com/MyBestSegments/Content/tabs/filterMenuFrameWork.jsp?page=./Segments/snapshot.jsp&menuid=91&submenuid=911Up-and-comers. (n.d.). Retrieved from http://www.claritas.com/MyBestSegments/Content/tabs/filterMenuFrameWork.jsp?page=./Segments/snapshot.jsp&menuid=91&submenuid=911
Hannah Hall For our target market of women ages 25 to 35 we looked up the economic background information about what would be the average weekly income you each ethnic group. When comparing the ethic groups side by side the Asian women had the highest weekly income followed closely by white women. The lowest income average per week was Hispanic women. African American women fell in the middle of the group. On average women make less per week then the men. Looking at the statistics we noticed that Asian women had the lowest gap between what women and men make. White women had the next lowest percentage followed by African American women and lastly Hispanic women. The spending habits for our target market vary because they are at the tips of generation X and Y. The younger part of our generation will be struggling finically because of being new graduates from college. Having to work on paying back their college loans they will not have a amount of excess money to spend on unnecessary items. While the older part of our target market will come from generation X most will already be married and be apart of a duel income family. Coming from a duel income they will have a more disposable income to spend on excess items. Since our target market is spread out over a large price point of incomes we are aiming to target the women with incomes falling between $35,00 and $50,000. Hoping to care some lower price items to please the younger consumers. Work Citied-THIRD QUARTER 2011 USUAL WEEKLY EARNINGS OF WAGE AND SALARY WORKERS. (2008, April 29). Bureau of labor statistics. Retrieved November 20, 2011, from http://www.bls.gov/bls/linksite.htm
Our color story that we forecasted we travel to a land with rolling sand dunes and sun kissed background filled with romance. Having the easy of a glamorous getaway the cool and warm combine with the down home do it yourself projects that have pecked in popularity with in the past few years. The color story is such a tall drink of water in the middle of a dry dessert that you might believe you just witnessed a Mirage. Again combining the idea of these two different elements coming together to create balanced color story. With in the color story the two main colors that we forecast to be majorly used are Prickly Pear and Lustrous Silver. The accent colors to correspond with the main are Rustic Sun, Burnt Rose and Sand Storm. When taking the inspiration for our colors into consideration we tried to maintain a equilibrium between this idea of do it yourself and the dessert which is why we paired several of the colors names with an element from did it yourself, such as rustic being a type of look and from the dessert sun being the bearing source of heat. The “mirage” color story is an evolution from the heavily popularized romantic trend, to being more rustic and desert rugged like with touches of femininity. Along with the ruggedness of the desert comes a ruggedness of doing work yourself, such as do it yourself projects. This trend has been highly popularized, and since this is a natural process to the way of approaching life the colors are derived more from nature. People want to go back to simpler times and still refer to “the good old days” were life was more simple and people had a lot less worries. These colors reflect moving back to simpler times of crossing the desert plains and working in them. These colors were also featured in the Spring 2010 Ready To Wear collections; for example, Alexander McQueen had a lace dress in the Rustic Sun color and a shiny metallic dress in the Lustrous Silver color (“30,33,” 2011) and Mulberry had a leather jacket done in the Rustic Sun color (“31,” 2011). -(2011).31. (2011).[Web Photo]. Retrieved from http://www.style.com/fashionshows/review/S2012RTW-MULBERRY-(2011).30,33. (2011).[Web Photo]. Retrieved from http://www.style.com/fashionshows/review/S2012RTW-AMCQUEEN
Fabrics for 2013 will consist of a wide variety of moods. One popular fabrication type is a homey knit made from polyester. With a wide variety of colors being used the knits appear in mainly sweaters and pants giving the trend a basic styling. Many fabrics appear to be homemade with irregularities purposefully designed in. Double sided knits appear which also emphasize the functionality and comfort. A key knit is one that pays attention to small detailing for a personalized feel. Micro texture and patterns play a big role in creating surface interest that makes the synthetic fibers feel more comfortable.The far out prints that will be popular for spring 2013 will be a combination of checks and a psychedelic that will both be applied on to the fabrics and also knitted into the structure of the fabric (Prahl, 2011). For the less bold women the checks prints are a safer pattern to venture into. With bold colors being combined with the checks it gives a wide selection to women to shop through. This geometric pattern of checks can and will be produced in both a large and small scale to give the print more diversity. For a woman that’s fashion sense is wilder they can indulge in the second print trend of abstract psychedelic prints. Having a bold color trend to back up the bold applied print this will blow a mild manner woman mind. Being primary printed on a large scale this print trend is the wild card of the two but will also coincide with the psychedelic color story for the target market. -Prahl, A. (2011, May 19). S/S 13: performance days, Munich. Retrieved from http://www.wgsn.com/content/report/Trade_Shows/Full_Report/2011/May/Performance_days_ss13.html
One key silhouette for Spring 2013 is the caped tabard, or a balloon shaped shirt. Fitting in with the knits from the projected fabrics of 2013 this shirt makes a wonderful addition to any spring closet. This silhouette is an evolved version of a baggy t-shirt with an attention to detail. The neckline can be scoop neck to a wide shallow V-neck, which deriving from the narrow deep V-neck (2011). The silhouette is baggy allowing room to fit the hips while the shirt ends at the waist (2011). This is done either with a band of the same width of the shirt or an elastic cinched band, which produces gathers (2011). To produce this comfortable shirt, the sleeves have to be altered; either with set-in sleeves, that rest at mid arm making the shirt have a boxy appearance with designer’s and wearers ease. Or a kimono style shirt, where the garment is cut from one piece of fabric, while the front and back are sewn together. The lower arm is emphasized as they it is only part not covered with the baggy fabric from the shirt. The fabric clings gracefully to the shoulders to make a dramatic neckline while the torso is hidden. This shirt is applicable for the color stories that have been projected for 2013. Our color story Mirage, which is filled with muted, natural tones, caped tapered will comfortable set the mood. The relaxed ease of the shirt fits in perfectly with the homey, do it yourself, comfort of these colors. The other color story, radiant has bright pops of neon colors, which will also work well with this shirt as statement pieces. Women will love this shirt as it shifts its emphasis to the shoulders and lower arm, which flatter all ages while covering up troubling areas like the stomach. The idea of this shirt alone is attractive because it is a basic shirt that is worry free but has enough detailing to be dressed up or turned into a cute casual top. The final silhouette that was forecasted for spring 2013 is a spin on a very classic Chanel style jacket. Boxy jackets are waist skimming and neat shoulder line garments for the 2013 season that will allow the use of knits. The knits being the more conventional choice of the textiles for this silhouette because of the new ways of using knits in a more structured ways (2011). This jacket has more of a designers ease because of the structure it will be difficult for the wearer to raise their arms making it less comfortable. The emphasis is on a ladies neck with the boxy jacket because of the clean neckline it give the illusion of a long elegant neck. The jacket is also designed to hide many problem areas such as the upper arms. Using the romantic color palette mirage will be the most common color combination because this is such a classic jacket the radiant color story will not work as well. S/s 13 womenswear: Key silhouettes. (2011, October 27). Retrieved from http://www.wgsn.com/content/report/Design_Direction/Womenswear/Spring_Summer_2013/s_s_13_key_silhouettes.html
