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American Heritage Cindy Nalbandyan Wendy Bendoni April 30, 2013 Trend Analysis


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Table of Contents Customer Profile…………………………………………………………………………………..3 Trend Introduction……………………………………………………………………….………..4 Trend Analytic Tracking…………………………………………………………………………..5 Instagram Eyelet…………………………………………………………………………..5 Pinterest Fruit prints………………………………………………...…………………….6 Pinterest Stripes & Toile…………………………………………………………………..7 Instagram Chambray………………...……………………………………………………8 Pinterest Gingham prints…………………………………………………………..……...9 Trend Analytic Tracking Chart……………………………………………………………..……10 Polyvore Concept Boards………………………………………………………………………..11 Polyvore ………..………………………………………………………………………………..12 Color Selection…………………………………………………………………………….…13-16 Fabrics………………………………………………………………………………………..17-20 Runway/Street Inspirations…………………………………………………………………...21-22 Art Movement/Culture Heritage……………………………………………………………...23-25 Analytic Tracking’s…………………………………………………………………………..….26 Technical Drawing…………………………………………………………………………...27-28 Conclusion……………………………………………………………………………………….29 Works Cited……………………………………………………………………………………..30


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Customer profile


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Trend Introduction

You may hear the phrase America’s Darling or America’s Sweetheart or even The Girl Next Door, but when you do does a specific image come to mind? American Heritage is the trend that I am predicting for Spring/Summer 2014; soft plaids, fruity prints, floral, stripes, eyelet, and gingham prints. Styles that we normally see or image for little house on the prairie or any type of Western atmosphere. This particular trend comes back and forth with a variety of different tweaks to it, making it new. When you imagine someone wearing these styles in colors such as reds, minty blue, nude, banana yellow, and of course a feminine touch of soft pink. Important items to make this trend true to its heritage would be A-line miniskirts, a classic white shirt, shirtdress, cutout halter dresses, off shoulder peasant blouses, and full skirts with an eyelet trimming. These items combined with the patterns and colors represent a carefree, family oriented, feminine, free spirited young girl. Some of the other materials that will be used for this trend vary from: raw denim, cotton poplin, checked chiffon, suede, cotton voile, raffia, ticking stripes, white linen, and chambray. Key elements for this Western inspired look would be particular patterns such as appliquÊ, toile, wallpaper prints, and of course stripes. When a free spirited and carefree young women comes to mind what do you picture? I picture a young girl in her shirt dress that is soft pink, with eyelet designs roaming around in a big field enjoying the sun and the fresh air, while touching the grass as she walks at the same time.


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Trend Analytic Tracking The following are my findings on Instagram, and Pinterest: Instagram: Eyelet


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Pinterest: Fruit Prints


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Pinterest: Stripes

Pinterest: Toile


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Instagram: Chambray


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Pinterest: Gingham Prints


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Trend Analytic Tracking Chart Gingham Prints Chambray Toile Spring/Summer 2014

Stripes

Current Fruit Prints Eyelet 0

1

2

3

4

5


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Polyvore Concept Boards


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Polyvore The Polyvore concept boards represent how this trend would branch out and affect different aspects for consumers. The first board represented above represents the carefree and free spirited young girl who enjoys the little things that life has to offer. Such as the outdoors, natural beauty, freedom that America offers for her. This young girl would see these items not only as items but her way to express her true wild, but tamed nature. This concept board would inspire clothing companies to think back to the fifties and what American culture was during this time and tie that back to this new American Heritage concept. They would ask themselves questions such as, what makes America, America. The colors only represent the true American sprit as well as the free lifestyle that the American dreams inspires everyone to hope to have one day. Generation Y would be attracted to this trend for a variety of reasons, since Millennial’s are known to be the generation that is closely connected to family and are open to change and diversity they would be open to try out this re-occurring yet new trend. This trend as well as the concept board itself will definitely attract the free spirited Generation Y young female who views her style as a way of showing her personality through her clothing and self expression through what she wears. Cosmetic companies would take this concept board and incorporate natural beauty into their brands, to promote and let their consumer know that they are going for natural beauty nowadays. This concept board is trying to represent that simplicity is key to this American lifestyle that this trend is promoting. The happy-go-lucky, energetic lifestyle that represents youthfulness and freshness with this new trend.


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Color Selection


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Concept Images

Color Stories


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The first color selected from the Pantone color from the above selection is Eggshell blue pantone number 14-4809 TPX. This colors name alone represents an aspect from nature being an eggshell and the color blue for most represents serenity and relaxation. People associate blue with the ocean, water, or sadness. The consumer who would purchase this would associate the color with a more natural entity to it, giving it a more tranquil feeling. The second color from the pantone colors above is Nude the pantone number is 12-0911 TPX. This is one of the key colors that represent nature for our American heritage trend; it represents all things in nature since many things that are natural range in the nude to brown selections of colors. Next pantone color is Sheer Pink pantone number 12-1106 TPX. This sheer pink is the perfect compliment to any eyelet pattern or design, eyelet is already a very feminine and soft appearing style, and when complimented with a soft pink it appears daintier than with another color. Icelandic blue is the next pantone color in line and this color’s number is 15-3908 TCX, Icelandic blue looks more like a shade of purple which is also in the feminine category. However purple is looked upon as a color of royalty and mystery as well. The mysterious part of this color association easily relates to the correlation between what people would view a free spirited young girl as, quiet possible a mysterious young girl. The next color from the pantone selection above is Creole Pink the pantone number is 13-1407 TPX; this pink color is slightly more pink than the sheer pink above. Pink is associated with femininity as well as fun and young nature. Creole pink is another perfect selection for this American Heritage Trend since it represents fun, young, and feminine side of this trend. Pantone Red 032 HC is next in line, the color red has many different meanings psychologically. However, in regards to this American heritage trend the color red represents cherry pie or cherries. Americans are known for cherry pie and have a long correlation with it for years and years; in terms of heritage cherry red or Red 032 HC is the


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perfect color to represents this. Whisper white pantone number 11-0701 TCX is an off white color that would be a great combination for any dress, skit or top for this American heritage trend. When you think of white, purity and innocence comes to mind and when you associate white with American heritage it is remembered as the color that was always worn. In movies that are placed in a western atmosphere there is always a young girl walking or running in an open field wearing all white and she looks so carefree, young, and light as a feather. The color white alone has an important role to do with the entire serene feeling that an individual gets when picturing this color with this American heritage trend. Lastly Pantone 14-0760 TCX or in other words banana yellow is the final color for the American heritage trend. The color yellow generally in the United States represents sunshine and liveliness. It also reminds people of flowers, the sky, nature, and yellow birds all which are important to ones heritage and in this case American heritage.


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Fabric Selection Eyelet

White Linen

Raw Denim

Chiffon

Raffia

Chambray

Suede

Cotton Poplin

Stripes


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Concept Images

Fabrics


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The variety of fabrics chosen for the American heritage trend all has a specific purpose behind each material and fabric. The first fabric eyelet is a type of lace that is versatile and longlasting; it has been around for a very long time and has been used for a variety of items from home décor to clothing. Since eyelet is known to be not only a beautiful fabric but the most durable lace. Eyelet is traditionally made from cotton in ivory or white, however the types of materials that eyelet is made from now varies from heavy wool to light. Eyelet has been around for many years and traditionally was made with wedding gowns, due to its history is belongs in the American heritage trend category since the fabric has been used for a long time. The next fabric is chiffon; chiffon is a very delicate and light fabric and has been used for since the 1700’s and it traditionally represented wealth and “status.” There is a variety of different types of chiffon and it gives this American heritage trend a very elegant touch. Suede is used for a variety of different and culturally important items in regards to the American heritage trend; from bags to boots suede is used for many western inspired items. White linen is simplicity at its finest, and the American heritage trend is trying to represent simplicity with its roots. Linen is the one of the earliest products known to civilization; about 3,000 years ago Egyptian royalties were wrapped in linen when deceased to make sure they were preserved perfectly. Linen is another fabric that has been around for a very long time and that is one of the reasons it is being combined with the American heritage trend to represents antiquity. Raffia is actually a material that comes from a palm tree and is normally used for woven pieces such as a woven bag or a bracelet commonly here in the United States. Cotton poplin which is also referred to as tabinet is a heavy and durable fabric made from cotton and polyesters. It was also the same material used for many of the dresses in the move Little Women which is a great comparison for the American heritage trend. Raw denim or should I say “dry


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denim� is a fabric that is not washed after it is dyed during its production and is sturdy as well. Chambray is typically used for spring and summer items because of its light weight however is can be used for fall or winter when made with a slightly heavier material. The final fabric is stripped fabrics, stripes have an interesting past in the 1300’s stripes was looked upon at the devils clothing. In France, stripes were the devils clothing and only prostitutes and hangmen wore stripes during this time.


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Runway/Street Inspiration

Various Street Shots


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Street Inspiration The various styles that were found on these websites featured many items that are predicted to be trending for spring/summer 2014 as a part of the American heritage trend. As viewed stripes are consistently seen and will continue for some time now. Stripes are one of the trends predicted for the spring/summer 2014 American heritage trend. Fruit prints are seen slightly which indicate that it is inspiring and will continue to inspire designers to use them more frequently am dim this case for S/S 2014 with the American heritage trend. Gingham prints are seen slightly on a collar in one of the pictures, with the colors black and red which pop out significantly in the picture. This trend will also be seen in S/S 2014 for the American heritage trend, as well as toile. We see toile a few times and it looks quite beautiful the way it is pared and will definitely begin to inspire more designers to use it. Eyelet is also seen in a few areas as a small section or as an entire dress. Eyelet is one of those fabrics that are so elegant and beautiful that it quite frequently inspires and will most certainly be seen in S/S 2014 for American heritage. Soft plaid features are also seen in some of these street shots and will definitely come back with a twist for S/S 2014 for the American heritage trend as well.


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Culture Heritage


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Culture Heritage The following culturally images may seem confusing at first or that they do not go together. However that is because you are not looking at it clearly, you need to take a look at each picture to be able to put the American culture and in this case the American heritage trend together to see where the inspiration came from. The first image automatically makes everyone who sees this relate it directly to high school and what high school means in the American culture. Each image individually represents a sort of free spirited, carefree, and young feel to it; hence making it more American. Just as the American heritage trend is suppose to represent carefree, free spirited, young and fresh feel to it, these photos represents that uniquely in each shot. These images inspire a variety different traditional American cultural trends; however, the most significant trend that came from these is trying to take this culture and take it to the root and base it off Americas heritage. Many different cultures see the old west movies or Little Women and think that is what America was like. These images make people think deeper into the picture and it inspires them much more than anticipated.


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Analytic Tracking-Trending

What’s #Trending?


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Technical Drawings 1. A-Line Mini Skirt 2. Shirtdress 3. Overalls


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4. Peasant Blouse

5. Halter Dress


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Conclusion American heritage is the trend that I am predicting for Spring/Summer 2014 the trend is not entirely new but has features that come and go with a new twist to it. American heritage will include patterns such as eyelet, gingham, fruit prints, floral, and stripes. Some elements of this trend are currently happening and others are not shining as much as some, for example stripes and floral. Some of the key colors that would be used to represent this American heritage would be yellow, red, blues, nudes, and soft pinks, with a variety of pantone colors and names as stated previously. Some of the fabrics vary from chiffon, raw denim, chambray, cotton poplin, raffia, and suede. This trend has many western inspired details such as toile, wallpaper design, and of course more stripes. American heritage is the perfect trend to attract a Millennial to it for a variety of reasons. Generation Y females are closer to family, open to diversity and change, and one of their shopping behaviors is that they frequently shop. Millennial have five types of shopping segments; 1. Recreational Quality Seekers, 2. Recreational Discount Seekers, 3. Shopping and Fashion Uninterested, 4. Trend Setting Loyalist, and lastly 5. Confused time/money conserving. The female for generation y that American heritage is targeting is a Trend setting loyal who would shop at places such as Free People, Nasty Gal, and Urban Outfitters. This would be our ideal consumer with all of their of their values, beliefs, and habits, this generation Y consumer would be the perfect candidate for American Heritage.


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Works Cited "Emerald." Emerald. Generation Y Female Consumer Making Decisions Styles, n.d. Web. 29 Apr. 2013. "The Essential Raw Denim Breakdown – Our 100th Article!" RawrDenim.com. N.p., n.d. Web. 29 Apr. 2013. "The Key To Chic: Spring Summer 2014 Trend Forecast." Web log post. The Key To Chic: Spring Summer 2014 Trend Forecast. N.p., n.d. Web. 29 Apr. 2013. Maclin, Ellie. "What Is Eyelet Fabric?" EHow. Demand Media, 01 June 2011. Web. 29 Apr. 2013. "Millenials Shopping Behaviors." ProQuest. N.p., n.d. Web. 29 Apr. 2013. "Search - Find a PANTONE Color." Search - Find a PANTONE Color. N.p., n.d. Web. 29 Apr. 2013. Solomon, Michael. "Consumer Behavior:." N.p., n.d. Web. 30 Apr. 2013. Tapscott, Don. "Growing Up Digital The Rise of the Net Generation." N.p., n.d. Web. 30 Apr. 2013. "Ulster Linen - History of Linen." Ulster Linen - History of Linen. N.p., n.d. Web. 29 Apr. 2013. "What Is Poplin?" WiseGEEK. N.p., n.d. Web. 29 Apr. 2013. "What Is Raffia?" WiseGEEK. N.p., n.d. Web. 29 Apr. 2013.


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