Monday, December 8, 2008
2008 Information
Consumer demographic/economic information
http://www.euromonitor.com/Articles.aspx?folder=Global_financial_crisis_2008_decline_in_short_term_but_recovery_by_2010&print=true
Employment Predicitons
http://www.bls.gov/news.release/ecopro.nr0.htm
Color Trends
http://www.sensationalcolor.com/trends/more-on-color-trends/color-trends-influences.html
Fiber Fabric Finish
http://www.ameinfo.com/174837.html
SPESA Textile show of 2010
http://www.apparelmag.com/ME2/dirmod.asp?sid=86FE7A34C00E4F9DB1B0DCEF2EDE8F3D&nm=&type=news&mod=News&mid=9A02E3B96F2A415ABC72CB5F516B4C10&tier=3&nid=DE39EC695DEB4DB48C013C7F610B7094
Competitor info
http://phx.corporate-ir.net/phoenix.zhtml?c=122587&p=irol-reportsannual
http://www.hoovers.com/juicy-couture/--ID__113995,FRIC__147--/free-co-competition.xhtml
http://www.euromonitor.com/Articles.aspx?folder=Global_financial_crisis_2008_decline_in_short_term_but_recovery_by_2010&print=true
Employment Predicitons
http://www.bls.gov/news.release/ecopro.nr0.htm
Color Trends
http://www.sensationalcolor.com/trends/more-on-color-trends/color-trends-influences.html
Fiber Fabric Finish
http://www.ameinfo.com/174837.html
SPESA Textile show of 2010
http://www.apparelmag.com/ME2/dirmod.asp?sid=86FE7A34C00E4F9DB1B0DCEF2EDE8F3D&nm=&type=news&mod=News&mid=9A02E3B96F2A415ABC72CB5F516B4C10&tier=3&nid=DE39EC695DEB4DB48C013C7F610B7094
Competitor info
http://phx.corporate-ir.net/phoenix.zhtml?c=122587&p=irol-reportsannual
http://www.hoovers.com/juicy-couture/--ID__113995,FRIC__147--/free-co-competition.xhtml
Color History
In the late seventies, bright, rainbow colors were popular in apparel. Bright, contrasting colors were popular in interiors, and earthtones and warm colors were popular for exteriors.
As we move into the mid eighties, black, neutrals, and neon/day glow are very popular with consumers given their new wave of confidence. Rich, deep colors begin to pop up in eveningwear. Primary colors (mostly red) are seen.
The late eighties have succumbed to the trend of bold, darker colors that was surfacing in the mid eighties. Back is often used in conjunction with a bold or rich color. Jeweltones and primary colors are very popular.
Moving in to the nineties, primary colors and black are still very popular, as are bold contrasts. In 1992 the grunge phenomenon was in full swing, making red a popular color in plaids and flannels. Red also inspired a wave of consumer confidence. Animal prints became popular. Bright oranges, reds, and yellows became popular in handbags.
By 1994, the popular color palette began to give way to more subtle colors: raspberry reds, burgundy, cool blue, purple split pea, but by 1996 bright bold colors had made a comeback yet again, this time bringing grey to popularity with them.
In the late nineties, grey is still very popular, and splashy brights were often paired with it. Colors began to move from cool to warm seasonally.
In the early 2000s colors were inspired by nature. Warm, neutral colors were popular. Colors still moved from cool to warm seasonally. Then, a rise in brighter colors begins.
In 2004, colors move back from bright to neutral. Seawash and burnt tones popular. Colors are very natural, and environmental shades.
2006: BROWN. Teal blue, green hues, purple, mauve, berry-toned browns, rust, coral, copper, fresh peach, glowing amber tones, and taupery browns.
As we move into the mid eighties, black, neutrals, and neon/day glow are very popular with consumers given their new wave of confidence. Rich, deep colors begin to pop up in eveningwear. Primary colors (mostly red) are seen.
The late eighties have succumbed to the trend of bold, darker colors that was surfacing in the mid eighties. Back is often used in conjunction with a bold or rich color. Jeweltones and primary colors are very popular.
Moving in to the nineties, primary colors and black are still very popular, as are bold contrasts. In 1992 the grunge phenomenon was in full swing, making red a popular color in plaids and flannels. Red also inspired a wave of consumer confidence. Animal prints became popular. Bright oranges, reds, and yellows became popular in handbags.
By 1994, the popular color palette began to give way to more subtle colors: raspberry reds, burgundy, cool blue, purple split pea, but by 1996 bright bold colors had made a comeback yet again, this time bringing grey to popularity with them.
In the late nineties, grey is still very popular, and splashy brights were often paired with it. Colors began to move from cool to warm seasonally.
In the early 2000s colors were inspired by nature. Warm, neutral colors were popular. Colors still moved from cool to warm seasonally. Then, a rise in brighter colors begins.
In 2004, colors move back from bright to neutral. Seawash and burnt tones popular. Colors are very natural, and environmental shades.
2006: BROWN. Teal blue, green hues, purple, mauve, berry-toned browns, rust, coral, copper, fresh peach, glowing amber tones, and taupery browns.
BUTLER BAG FORECASTING CHALLENGE FALL 2008
Thank you so much for taking the time to review our presentation!
FORECASTING SURVEY BROWN COW:
feedback form
Butler Bag Forecasting Challenge Fall 2008
FORECASTING SURVEY BROWN COW:
feedback form
Butler Bag Forecasting Challenge Fall 2008
Sunday, December 7, 2008
Pantone Color story
This was a pantone color pallette that had the most votes in our surveys. The other color storys used for the surveys were taking from the same sight.
Thursday, November 13, 2008
Color/Color Wheels (Autum/Winter 2008/2009)
Color/Color Wheels (Autum/Winter 2008/2009):
Street fashion, with it's vibrant colors and rhythms, are a basis for color this winter season. Raspberry reds, burgundy, cool blues, purples, and split pea are all colors that have optomistic features and faux monochromes.
Comfortable, basic flat and textured fabrics will be used for this winter's aesthetic feature. A sportier approach will be used with this season's design lines. For example, urban shapes with a look of motion or movement and flowy, boxy garments such as maxi parkas and fleece jackets are in style for winter 2008/2009.
Street fashion, with it's vibrant colors and rhythms, are a basis for color this winter season. Raspberry reds, burgundy, cool blues, purples, and split pea are all colors that have optomistic features and faux monochromes.
Comfortable, basic flat and textured fabrics will be used for this winter's aesthetic feature. A sportier approach will be used with this season's design lines. For example, urban shapes with a look of motion or movement and flowy, boxy garments such as maxi parkas and fleece jackets are in style for winter 2008/2009.
Conspicuous Consumption
Conspicuous Consumption:
Thrift stores are an example of consumer's consumption and disposal of items that have gone "out of style" and are no longer lusted for. Even after an economic crisis, like 9/11/01, consumer's were encouraged to purchase items to "do their part and help our society". Although times are tough financially for some in today's society, people do still consume unnecessary items even if it may not be as many as they normally would.
Thrift stores are an example of consumer's consumption and disposal of items that have gone "out of style" and are no longer lusted for. Even after an economic crisis, like 9/11/01, consumer's were encouraged to purchase items to "do their part and help our society". Although times are tough financially for some in today's society, people do still consume unnecessary items even if it may not be as many as they normally would.
Political/Economic Aftermath of 2008 Presidential Election
Political/Economic Aftermath of 2008 Presidential Election:
American's have become happier and less stressed since the initial shockwave of the economic crisis during mid-September. From September 15 to October 15, American's were recorded having eight days of happiness and their worry and stress did not dip below 40%.
American's have become happier and less stressed since the initial shockwave of the economic crisis during mid-September. From September 15 to October 15, American's were recorded having eight days of happiness and their worry and stress did not dip below 40%.
Wednesday, November 12, 2008
Technology (2008)
Technological advances in mp3 players include build-in address books, full-color screens, the ability to play movies and download tv shows. The iPod is not a new-and-improved walkman, it has become, for most people, an extension of themselves. The typical consumer's dependence on this product has increased due to the marketing strategies employed by apple. Apple has played on this consumer dependence by adding a free forum for organizing and downloading (iTunes) and a cheap and easy cyber-place to buy most televisions shows, movies, album artwork, and music (iTunes Store). The iPod is even regarded as a good, but not the best, mp3 player on the market, but since Apple has generated such trendy accessories and forums, the consumer dependence grows and expandshttp://www.consumer.org.nz/newsitem.asp?docid=3124&category=News&topic=Nike%20iPod%20sport%20kit
http://www.wired.com/gadgets/mac/commentary/cultofmac/2005/01/66426
Technology (2008)
Comparing technology, then versus now, it is interesting to see how fast technology progresses in becoming more user-friendly, faster, and even better looking. Technology must keep up, though, with consumer demand for newer and better products. The US consumer spends about 7 hours per month talking on a cell phone.
Cell phones were created for convenience; being able to contact someone and not a certain place means that nothing is set in stone, that appointments are "softer" than a firm plan. Although, consumers have taken the cell phone to the next level, using it as a day planner, a music player, a video game, and a text-message instant conversation. The demand from the consumer for better technology has only promoted a fast-paced and on-the-go lifestyle. The cell phone is even referred to as the "adult pacifier," because you can never leave home without it.http://www.npr.org/templates/story/story.php?storyId=17486953
Consumer Info
Butler Bag and QVC
Most women on QVC review the butler bag as a great gift, especially for moms. This is a great target market because there are over 80 billion mothers in the US, 1/8 of which are single mothers. The Butler Bag is designed for the busy woman who want to look good, but also keep organized. Although the highest percentage of mothers (81%) are between the ages of 40 and 44, the average age of a woman giving birth for the first time is 25. QVC also caters to the busy woman in its approach to sales, but claims to have a wide target market audience, selling products that interest everyone from age 20 and up.
http://www.qvc.com/qic/qvcapp.aspx/view.2/app.detail/params.item.A82052.desc.Butler-Bag-by-Jen-Groover-Crinkle-Patent-Top-Zip-Satchel
http://www.electronicretailermag.com/info/1206_qvc.html
http://www.census.gov/Press-Release/www/releases/archives/facts_for_features_special_editions/006560.html
The "Generation Y" Consumer
The Generation Y consumer is one of the largest "consumption-oriented groups in history," targeted by malls and retailers for their high-spending and large numbers.
-Though they are only 7% of the population, they account for 21% of total spending
-Consumers under age 20 are spending five times more than their parents did at the same age
-Total market was $122 Billion in 200, projected to grow another $192 million by 2010
-In 2015, adult members of Gen Y will make up 34% of the population (up 7% from 2001)
-Consumed by entertainment: music, movies, TV, advertising, computer games, extreme sports, etc.
-Respond favorably to edgy and humorous communciations than be bombarded with conventional media
-Unlike parent generations, Gen Y works to live, instead of living to work
http://www.harrisinteractive.com/NEWS/allnewsbydate.asp?NewsID=667
http://www.usatoday.com/money/advertising/2006-10-11-retail-teens-usat_x.htm
http://www.businessweek.com/1999/99_07/b3616001.htm?scriptFramed
http://www.jllretail.com/NR/rdonlyres/4420B744-4281-422E-978C-0D8F1AF547E8/16026/GenY_longfinal.pdf
Most women on QVC review the butler bag as a great gift, especially for moms. This is a great target market because there are over 80 billion mothers in the US, 1/8 of which are single mothers. The Butler Bag is designed for the busy woman who want to look good, but also keep organized. Although the highest percentage of mothers (81%) are between the ages of 40 and 44, the average age of a woman giving birth for the first time is 25. QVC also caters to the busy woman in its approach to sales, but claims to have a wide target market audience, selling products that interest everyone from age 20 and up.
http://www.qvc.com/qic/qvcapp.aspx/view.2/app.detail/params.item.A82052.desc.Butler-Bag-by-Jen-Groover-Crinkle-Patent-Top-Zip-Satchel
http://www.electronicretailermag.com/info/1206_qvc.html
http://www.census.gov/Press-Release/www/releases/archives/facts_for_features_special_editions/006560.html
The "Generation Y" Consumer
The Generation Y consumer is one of the largest "consumption-oriented groups in history," targeted by malls and retailers for their high-spending and large numbers.
-Though they are only 7% of the population, they account for 21% of total spending
-Consumers under age 20 are spending five times more than their parents did at the same age
-Total market was $122 Billion in 200, projected to grow another $192 million by 2010
-In 2015, adult members of Gen Y will make up 34% of the population (up 7% from 2001)
-Consumed by entertainment: music, movies, TV, advertising, computer games, extreme sports, etc.
-Respond favorably to edgy and humorous communciations than be bombarded with conventional media
-Unlike parent generations, Gen Y works to live, instead of living to work
http://www.harrisinteractive.com/NEWS/allnewsbydate.asp?NewsID=667
http://www.usatoday.com/money/advertising/2006-10-11-retail-teens-usat_x.htm
http://www.businessweek.com/1999/99_07/b3616001.htm?scriptFramed
http://www.jllretail.com/NR/rdonlyres/4420B744-4281-422E-978C-0D8F1AF547E8/16026/GenY_longfinal.pdf
Tuesday, November 11, 2008
a. Color Trends
Color Trends:
Many colors for 2008 are based on the theory of being an independent woman and being in touch with one's femininity. Some of the forecasted summer colors for 2009 that Pantone has published in their "Colour Planner" have names such as 'Female-ism', 'Classic-ism', 'Independent-ism', 'Today-ism', 'Absurd-ism', 'Fetish-ism', and 'Surreal-ism'.
The magazine is published to give businesses and industries a look ahead at the current colors used within their environments. It is called the "Pantone Fashion + Home Color System".
Many colors for 2008 are based on the theory of being an independent woman and being in touch with one's femininity. Some of the forecasted summer colors for 2009 that Pantone has published in their "Colour Planner" have names such as 'Female-ism', 'Classic-ism', 'Independent-ism', 'Today-ism', 'Absurd-ism', 'Fetish-ism', and 'Surreal-ism'.
The magazine is published to give businesses and industries a look ahead at the current colors used within their environments. It is called the "Pantone Fashion + Home Color System".
Color
Three main color pallettes for 2008 have become popular, especially in interior decorating, and are heavily influenced by the high fashion seen on the runway. Although it is a theory that no color is a bad color choice for 2008 (“Consumers’ increasing color confidence and personal style makes any color fashionable for 2008”), these pallettes have been compiled to show a spectrum of the current trends.
“Going Green” is the newest addition to the nuetral color pallette. Nuetrals are often just khaki, tan, white, and off-white, used as staple-colors for a conservative consumer. Now, though, mid-tone hues of fern, palm, pine and sage can be seen along side these staple nuetral colors to reflect an eco-conscious mindset that reflects the “going green” movement.
Black and white paint hues, along with metalic accents and high-sheen finishes, can be seen as a pallette that reflects drama and oppulance. We forecasted this trend in 1998-2000 as a way for consumers to make a bold statement, especially when coming into an economic up-turn of consumer confidence. With the election this year as well, bold statement pallettes can be seen as consumer confidence also rises.
Crewel colors are the cranberry reds, warm browns, and pumpkin oranges that make a space feel more homey. They promote a more soothing lifestyle, through color, that many people need in this fast-paced world. These colors are influenced by afghans and quilts that represent the comfort of an old-fashioned home.
“Going Green” is the newest addition to the nuetral color pallette. Nuetrals are often just khaki, tan, white, and off-white, used as staple-colors for a conservative consumer. Now, though, mid-tone hues of fern, palm, pine and sage can be seen along side these staple nuetral colors to reflect an eco-conscious mindset that reflects the “going green” movement.
Black and white paint hues, along with metalic accents and high-sheen finishes, can be seen as a pallette that reflects drama and oppulance. We forecasted this trend in 1998-2000 as a way for consumers to make a bold statement, especially when coming into an economic up-turn of consumer confidence. With the election this year as well, bold statement pallettes can be seen as consumer confidence also rises.
Crewel colors are the cranberry reds, warm browns, and pumpkin oranges that make a space feel more homey. They promote a more soothing lifestyle, through color, that many people need in this fast-paced world. These colors are influenced by afghans and quilts that represent the comfort of an old-fashioned home. Friday, November 7, 2008
Quantitative Plan
BROWN COW
QUANTITATIVE DATA STRATEGIC PLAN
1. Who Is Butler Bag? (Ashley) (11-3-2008)
Price points
Product range
Outlets where sold
Online, QVC, retail stores
Advertising campaigns
Competitors
2. Consumer Data (Erica and Kristin)
Historical buying trends, by year, including:
Most common price bracket
Most common style of purse bought
Most common consumer (by age and income level) allocating money for purses
Number of purses bought by a person
Who are Butler Bag’s customers?
Income level
Age/gender range
Where they shop, in general,
Online, QVC, or retail
Why buy a Butler Bag?
QVC comment board/customer satisfaction comments
3. The Product (Lindsey and Suzanne)
Color trends
Link between forecasted color reports and macro-environment
Graph representing historical trends using:
Forecasted Pantone Reports
Allocated consumer spending
Societal/environmental mood
Style lines
Historical links between consumer spending/societal and environmental context, and:
Handbag size, shape, color, trend
Materials
Leather, pvc, or other
Extra components
Necessities
Inner built-in compartment
Accessories/hardware
Past trends in handbags/fashion
Butler Bag’s identifiable/common features
Zippers, buttons, patch or hidden pockets, magnets, handles (long or short), etc.
QUANTITATIVE DATA STRATEGIC PLAN
1. Who Is Butler Bag? (Ashley) (11-3-2008)
Price points
Product range
Outlets where sold
Online, QVC, retail stores
Advertising campaigns
Competitors
2. Consumer Data (Erica and Kristin)
Historical buying trends, by year, including:
Most common price bracket
Most common style of purse bought
Most common consumer (by age and income level) allocating money for purses
Number of purses bought by a person
Who are Butler Bag’s customers?
Income level
Age/gender range
Where they shop, in general,
Online, QVC, or retail
Why buy a Butler Bag?
QVC comment board/customer satisfaction comments
3. The Product (Lindsey and Suzanne)
Color trends
Link between forecasted color reports and macro-environment
Graph representing historical trends using:
Forecasted Pantone Reports
Allocated consumer spending
Societal/environmental mood
Style lines
Historical links between consumer spending/societal and environmental context, and:
Handbag size, shape, color, trend
Materials
Leather, pvc, or other
Extra components
Necessities
Inner built-in compartment
Accessories/hardware
Past trends in handbags/fashion
Butler Bag’s identifiable/common features
Zippers, buttons, patch or hidden pockets, magnets, handles (long or short), etc.
Monday, October 20, 2008
Tuesday, October 14, 2008
Psychographic
Consumer Values
Men have long been subjecting themselves to business suits and practical office-wear, without paying attention to fashion and the apparel industry. Studies are concluding, though, that more and more men are rejecting the old attitude towards shopping and becoming more knowledgeable about who and what they are wearing. Not only are they embracing Brooks Brothers and Hermes, but they are looking for better fit, better quality, and more comfortable takes on the old business suit. This new acceptance of natural fibers and high-end prices has greatly affected the apparel industry, with womens wear companies such as Donna Karen and Liz Claiborne creating menswear lines to tap into this growing market.
-Men and Fashion
Men have long been subjecting themselves to business suits and practical office-wear, without paying attention to fashion and the apparel industry. Studies are concluding, though, that more and more men are rejecting the old attitude towards shopping and becoming more knowledgeable about who and what they are wearing. Not only are they embracing Brooks Brothers and Hermes, but they are looking for better fit, better quality, and more comfortable takes on the old business suit. This new acceptance of natural fibers and high-end prices has greatly affected the apparel industry, with womens wear companies such as Donna Karen and Liz Claiborne creating menswear lines to tap into this growing market. Consumer Buying Habits (Within the Music Industry)
To increase future sales, the National Association of Recording Merchandisers (NARM) researched why and how consumers buy "prerecorded music." The data is a comparison between two types of consumers; it includes what compells them to go to a retail store for music, if they bought anything, and why. Within this study, they found two types of consumers: those who browse, and those who intend to buy. Most often, the reason for not making a purchase was based on availability, and the cost of the item was hardly ever an issue. The Graphs above show that radio was a huge influence on people in 1998 over their reason for shopping for music, and that seeking music based on knowing a favorite artist or band was a close second. In the retail world, this can also hold true; seeing new designs and trends will spur a sale from the consumer, but brand loyalty is just as important. The interaction between these ideas is what designers and design companies must connect to form an ongoing interest from the consumers. New and fresh design trends, while still in keeping with the essence of the brand, will continue brand loyalty from the consumers.
To increase future sales, the National Association of Recording Merchandisers (NARM) researched why and how consumers buy "prerecorded music." The data is a comparison between two types of consumers; it includes what compells them to go to a retail store for music, if they bought anything, and why. Within this study, they found two types of consumers: those who browse, and those who intend to buy. Most often, the reason for not making a purchase was based on availability, and the cost of the item was hardly ever an issue. The Graphs above show that radio was a huge influence on people in 1998 over their reason for shopping for music, and that seeking music based on knowing a favorite artist or band was a close second. In the retail world, this can also hold true; seeing new designs and trends will spur a sale from the consumer, but brand loyalty is just as important. The interaction between these ideas is what designers and design companies must connect to form an ongoing interest from the consumers. New and fresh design trends, while still in keeping with the essence of the brand, will continue brand loyalty from the consumers. Monday, October 13, 2008
Fiber/Fabric/Finish (Fabric Production)
This graph depicts the revenue of textile mills in the United States. Prior to 1998, revenue was decreasing, and post 1998, revenue is still decreasing. This is mainly due to increase in imported goods. Labor cost is simply cheaper in developing nations.This fact, however, is contrary to what economists believed in 1998.
[An] increase in the economy at the end of 1998 gives a the North American textile industry a chance to gain some of the buisness they’re losing to foreign imports back.
Clearly, the increase in the U.S. economy had no effect on the success of the textile industry.
View article
Fiber/Fabric/Finish (Fibers)
Lycra is a brand of elastanne that belongs to Du Pont E I De Nemours & Co. It was originally designed as a rubber replacement in girdles, but has expanded into much more. It has the ability to stretch up to 600 percent , recover to its original shape, and not tear at critical points. Lycra can be blended with many other fibers (natural and manufactured) to add increased serviceability characteristics in performance and fit for many categories of apparel.
CoolMax, a moisture management performance lycra, was introduced in 1986. In 1991, a fast-drying thermal fabric, Thermolite base, was introduced, and in 1998 X-Static was introduced. X-Static is silver-coated nylon that offers anti-microbial and anti-static properties to fabrics and garments. it was originally used for medical purposes, but its characteristics were found to be useful in knits, wovens, nonwovens, and yarns.
As time progresses, more advancements are being made with synthetic fibers. So many different characteristics can be achieved, and they just keep getting better and better. For this reason, it seems that man-made fibers are on an anything's-possible road to success.
View article
CoolMax, a moisture management performance lycra, was introduced in 1986. In 1991, a fast-drying thermal fabric, Thermolite base, was introduced, and in 1998 X-Static was introduced. X-Static is silver-coated nylon that offers anti-microbial and anti-static properties to fabrics and garments. it was originally used for medical purposes, but its characteristics were found to be useful in knits, wovens, nonwovens, and yarns.
As time progresses, more advancements are being made with synthetic fibers. So many different characteristics can be achieved, and they just keep getting better and better. For this reason, it seems that man-made fibers are on an anything's-possible road to success.
View article
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