Download - Apparel Line Project
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IsabellaFall 2012 Apparel Line
Rebecca Nevarez
Kelsey Harper
Kelcey Smith
MDSE 1650.301 Spring 2012
Apparel Line Project
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Analysis of the Assigned Garment
Garment Scenario:Upper Department Store
Women’s Casual Bottoms
100% Wool Tweed
Bridge Price Line
$80 - $120 Price Range
Poor Seller in Fall 2011
Carried in Deep Khaki only
Strengths: A classic garment that can be used for several seasons
Right price point for well-made classic
Weaknesses: Only offered in one color
100% Wool – a blended fiber content would be more comfortable
Doesn’t have small elements that makes the garment different than other basics
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Target Market Profile
Target Market-Upper-middle class, working woman between the ages of
30-45
Demographics-College educated
-Generation X & Y
-Annual household income $60,000-$100,000
-Young to nearly grown children are likely still living at home
Psychographics-Slightly price conscious, but willing to pay more for more
quality
-Stays connected to trends; strives to be fashion forward while remaining professional
-Works hard, yet values family time
-Consumers probably shop at White House Black Market, Banana Republic, etc.
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Fall 2012 Season Analysis
-Fashionable pants in fall
2012 will have a more
tailored silhouette.
-Popular colors will consist
of muted, sophisticated
neutrals and pink hues,
rather than the traditional
black, brown, and white.
-Fall will bring more casual
pieces that can be worn
many ways.
-We will see chic
sportsmanship and a new
take on military influences.
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C o n c e p t B o a r d
• Sleek Lines
• Polished Look
• Tailored Fit Bottoms
• Blousy Tops
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Fall 2012 Apparel Line
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