“Rusalochka” Jenny Chen Fall 2014 Creative Design Analysis
Season: Fall 2014 Size Range: 0- 22 Retail Price Points: $125.00-$300.00 Wholesale price Points: $50.00-$100.00 Target Market: Better Missy Contemporary 21 March 2013
Young Digerati Wealthy Younger Family Mix
Young Digerati are tech-‐savvy and live in fashionable neighborhoods on the urban fringe. Affluent, highly educated, and ethnically mixed, Young Digerati communities are typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants and all types of bars-‐-‐from juice to coffee to microbrew. Top 10 Counties: 1. Arlington County, VA 2. New York County, NY 3. San Francisco County, CA 4. Alexandria City, VA 5. Santa Clara County, CA 6. District of Columbia, DC 7. Hudson County, NJ 8. Suffolk County, MA 9. San Mateo County, CA 10. Alameda County, CA 2010 Statistics: US Households: 1.403,157 (1.21%) Median HH Income: $91,104 Lifestyle Traits Order from Expedia.com Go Waterskiing Read the Economist Watch Independent Film Channel Audi A3 Demographic Traits Urbanicity: Urban Income: Wealthy Income Producing Assets: High Age Ranges: 25-‐44 Presence of Kids: Family Mix Homeownership: Mix. Owners Employment Levels: Management Education Levels: Graduate Plus Ethnic Diversity: White, Asian Hispanic, Mix
Lifestage Group: Young Achievers Young, hip singles are the prime residents of Young Achievers, a lifestage group of twentysomethings who've recently settled in metro neighborhoods. Their incomes range from working-‐class to well-‐to-‐do, but most residents are still renting apartments in cities or close-‐in suburbs. These seven segments contain a high percentage of Asian singles, and there's a decidedly progressive sensibility in their tastes as reflected in the group's liberal politics, alternative music, and lively nightlife. Young Achiever segments are twice as likely as the general population to include college students living in group quarters. Top 15 Lifestyle Behaviors 1. Travel to Italy 2. Travel to Eastern Europe 3. Use Online Broker 4. Shop at Crate and Barrel 5. Travel to Germany 6. Shop at Ann Taylor 7. Travel to France 8. Travel to Any Western Europe 9. Shop at Lord & Taylor 10. Use Personal Travel by Airplane 11. Shop at Bloomingdales 12. Shop at Saks Fifth Avenue 13. Use Personal Services: Facial 14. Own Apple/MAC PC 15. Domestic Vacation, Spa Top 15 Media Behaviors 1. Read Wine Spectacular 2. Read Los Angeles Times 3. Alternative Rock Radio, Net Audience 4. Read Vanity Fair 5. Read Elle 6. Read Fortune 7. Watch the Office 8. Read Forbes 9. Read Men’s Health 10. Read Harpaars Bazaar 11. Read Women’s Fashion Magazines 12. Read Maxim 13. Read Shape 14. Read OK! Weekly 15. Read Allure
Alexander Wang Alexander Wang’s aesthetic is very simple and classic with a twist of specific design details. Wang visits the classics and applies details“to the point where the details aren’t the first things you notice. You’re attracted to it because it’s something that you recognize, and you fall in love with it because the details lure you and surprise you” (Schneier). He believes sportswear is the basics and the foundations of a collection. Alexander Wang’s mission statement for his label is, “Anyone can get all dressed up and glamorous, but it is how people dress in their off days that are the most intriguing” (Looby). Product Categories 1. 2. 3. 4. 5. 6.
Handbags Women’s Apparel Men’s Apparel Shoes Accessories Leather Goods
Retail Price Points: $400.00-‐$2,000.00
Vera Wang Vera Wang has a unique sensual and sophisticated aesthetic. Her use of intricate details, and exceptional draping visually appeals to her consumers. She first introduced her revolutionary bridal designs and silhouettes in New York in 1990. She has expanded her company to many other product categories such as bedding, Fragrance, and Footwear. Wang “adore[s] the challenge of creating truly modern clothes, where a woman’s personality and sense of self are revealed. [She] want[s] people to see the dress, but focus on the woman” (Goodreads). Product Categories: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.
Women’s Apparel Bridal Bedding Eyewear Fragrance Fine Papers Flowers Luggage Tabletop Simply Vera Vera Wang Footwear
Retail Price Points: $500.00-‐$2000.00
Jason Wu, coming from a Taiwanese background who has traveled to Vancouver and Paris, has a diverse and youthful design aesthetic. Much press has been received as a result from dressing Michelle Obama and other many celebrities and/or well-‐known and powerful people. He was a finalist in the CFDA/Vogue Fashion Fund in 2008, along with many other achievements. Wu believes, a person does not have to spend a lot of money on wardrobe to look beautiful and dress well (Jason Wu). Product Categories: 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.
Women’s Apparel Men’s Apparel Handbags Fragrance Bed & Bath Home Décor Bridal Fine Jewelry Lingerie Beauty Shoes
Retail Price Points: $50.00-‐ $2,000.00
Brand concept This brand is about utilizing technical skills and design details in a sophisticated and high fashion perspective. To me, fashion is a highly personal form of expression. My philosophy is that if you look good, you feel good. Our design philosophy is about expressions of joy through fashion.
Statement When I was little, I believed that mermaids were real and I dreamed of being these underwater creatures. The aesthetic of this collection exemplifies my past and present obsession with mermaids. This collection is based off of the Russian version of the Little Mermaid, Rusalochka, and is accurate with the Grimm Brothers tale. When the little mermaid becomes a human, every step she takes is like walking on knives. The prince marries another woman, and the mermaid turns into sea foam. I was inspired by the colors in this animated film. I found admiration in the mermaid for taking action and even going as far as changing her entire life for her dreams. The collection is about bringing the sense of hopefulness from this story into a reailty. I don’t like that she did this for a man, but I do like that she is a woman who took a risk to get to her dreams even if she may failed. This brand is for the feminine strong woman who doesn’t wait for opportunities to be presented to her, but who takes action for what she wants. The customer is a woman who is not afraid to take risks, is feminine, and is confident. By utilizing design details, such as embellishments, lace, and beading, this collection conveys textural feelings.
Bibliography Goodreads. "Vera Wang." Goodreads. Goodreads, 2012. Web. 21 May 2012. <http://www.goodreads.com/quotes/show/297577>. Greany, Ruth. "A/ W 12/13 Women's Catwalks: Fancy Textile Analysis." WGSN. WGSN, 27 Mar. 2012. Web. 4 May 2012. <http://www.wgsn.com.subscriptions.fidm.com/content/report/Trend_Analysis/Materials/Inspiration/20 12/March/a_w_12_13_women_s_catwalkscasualtextileanalysis.html>. Schneier, Matthew. "Alexander Wang Spring 2012 Menswear Collection on Style.com: Runway Review." Style.com. Style, 22 June 2011. Web. 21 May 2012. <http://www.style.com/fashionshows/review/S2012MEN-‐ AWANG>. Stylesight. "New Dimensions." Fashion Trend Forecasting and Analysis. Stylesight, 2012. Web. 05 May 2012. <http://www.stylesight.com/fashionoffice/board-‐dynamic.php?mypage=15>.
Stylesight. "Redefining Luxury." Fashion Trend Forecasting and Analysis. Stylesight, 2012. Web. 05 May 2012. <http://www.stylesight.com/fashionoffice/board-‐dynamic.php?mypage=18>. Looby, Chelsea. "Designer Profile: Alexander Wang." Style Checkup. SoundChasersStudios, 2012. Web. 20 May 2012. <http://stylecheckup.com/designer-‐profile-‐alexander-‐wang/>. WGSN Creative Team. "Barometer." WGSN. WGSN, 2012. Web. 4 May 2012. <http://www.wgsn.com.subscriptions.fidm.com/content/report/Creative_Direction/Autumn_Winter_201 3_14/colour_direction/barometer.html>. WGSN Materials Team. "A/W 12/13 Lightweight Sheers: Textile Product Update."WGSN. WGSN, 24 Oct. 2011.
Web. 4 May 2012. <http://www.wgsn.com.subscriptions.fidm.com/content/report/Trend_Analysis/Materials/Swat ch_Reports/Autumn_Winter_2012_13/lightweight_sheers.html>. WGSN Materials Team. "A/W 13/14 University of Brighton X WGSN: Textile Collaboration." WGSN. WGSN, 2012. Web. 4 May 2012. <http://www.wgsn.com.subscriptions.fidm.com/content/report/Trend_Analysis/Materials/Inspiration/20 12/February/a_w_13_14_futuretrendstextilecollaborationuniversityofbrighton.html>. Wu, Jason. "About Jason Wu." Jason Wu -‐ About. Jason Wu, 2012. Web. 21 May 2012. <http://www.jasonwustudio.com/about>.
This is the merchandise plan for the Rusalochka Collection by Jenny Chen.