Aidenn Mullen / Graduate FASH 503 / SCAD Spring 2014 / Professor Greene

Coachella 2014, week 1Pockets, Shorts, Overalls & Bags.... User compensating behaviors visualized

Aidenn Mullen / Graduate FASH 503 / SCAD Spring 2014 / Professor Greene

Pockets, Shorts, Overalls & Bags.... User compensating behaviors visualized

Coachella, the indie music festival held annually in California has just made it’s stamp on trend for casual wear once again.

For Fashion forecasters, Merchandisers and Designers the narrative taking place is a narrow peek into future offering a selection that today’s “pull”

consumer is looking for.

Looking to Coachella requires that the Apparel team have a young consumer persona in mind, one that isn’t neccesarily running away when thinking of 1990’s crop tops,

babydoll dresses, overalls, high rise denim and chunkly heels.

Aidenn Mullen / Graduate FASH 503 / SCAD Spring 2014 / Professor Greene

Ideal Consumer Persona’s: those looking to adopt trend from the festival.

Those attending have cash ready , packages for the event begin at $399 each...

Leather Fringe, Boho Hippyster love child 1990 in full effect

Aidenn Mullen / Graduate FASH 503 / SCAD Spring 2014 / Professor Greene

Relevant Retailers / Sponsorship partners / SOP opportunity

+$47MM in revenue

Aidenn Mullen / Graduate FASH 503 / SCAD Spring 2014 / Professor Greene

Trend Talk - Shorts & Overalls

While it’s no secret that the past 90’s trends have resurfaced, there are a few things to note about consumer behavior.

Visually, there seems to be a compensating behavior between what consumers “want” to wear (shorties) and what they “need” to take in tow.

These behaviors involve the extra toting of:-cell phones in hand

-fanny packs for storage- small shoulder bags

- belts with pockets for storage-the back pack

-the utilitarian overall

Aidenn Mullen / Graduate FASH 503 / SCAD Spring 2014 / Professor Greene

Trend Talk - Shorts & Overalls

Solutions and visual representations of our “must have “ posessions are popping up at Kingpen, a denim tradeshow.

The skinny boyfriend short now with deep patch pockets

Coin Pkts. extend to hold phones

Zippers offer functionality, not just aesthetic

Dry processing denim techniques inspired from our

phones, etc.

Aidenn Mullen / Graduate FASH 503 / SCAD Spring 2014 / Professor Greene

Trend Talk - Shorts & Overalls

The future of casual bottoms can take a cue from activewear & outdoorwear design, accomodating the user with storage as a need and often a much acknowledged brand benefit for the consumer.

Dry processing denim techniques inspired from our

phones, etc.

Easy access phone storage , headphone

organizing

Zip slash pockets on activewear

Adjustable waistbands, zip hand pkts.

Juxtaposed pkts. for multiple purpose

storage

Aidenn Mullen / Graduate FASH 503 / SCAD Spring 2014 / Professor Greene

References

http://www.laweekly.com/slideshow/coachella-fashion-2014-41113090/3/

http://www.pinterest.com/ssseason7/coachella-attire/

http://fashionista.com/2014/04/how-music-festival-culture-has-shaped-spring-trends#awesm=~oBsX23KAIw0765

http://fashionista.com/2013/04/coachella-business#awesm=~oBsXVVEvGVaKYA

http://www.wgsn.com/content/report/Street_Shots/Youth/North_America/2013/Apr/coachella_2013_apparel_street_shots.html