Download - Spin Spin Sugar Forecast 2012- Final
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Other PerspectivesOrganic and eco-friendly materials such as Bamboo, Tencel® (lyocell), recycled polyester, etc. arehere to stay as “green living” will become more standard, affordable, and beneficial in generalAccording to Lenzing’s Trend and Color Report , “warmth, comfort, caring, reassuring and
thoughtfulness are (words) to have in mi nd when developing fabrics for future seasons” To be clever, consumers will stay and work at home more while conserving their income. This leads to less consumption and reutilization of such materials as buttons, ribbons, patchwork and a return to home-craftingSome economists predict economic recovery as early as 2012 which would account for a positivesocial mood should consumers stay financially savy
Our Perspective
In 2012, we predict a mostly negative social mood, but with a positive undertone. We feel that most Americans will be hopeful in regards to the current state of the economy, yet they will also be
aware of political strife abroad and maintain a sense of caution. This doesn’t mean their willingness to try new things will fade completely, however it is more likely consumers will be extremely specificabout the things they want and don’t want.. Therefore customization and variety will be play a keyrole in 2012.
“What If” Scenario
Consumer sentiment is on a general rising trend compared to recent years. If consumers begin tospend more money while the economy slowly begins to recover , it is likely manufacturers will not beable to keep up with supply to the market in conjunction with consumer demand and we predict inflation will occur.Inflation will cause increased prices and will probably cause c onsumer sentiment to decrease. Thisstate will send consumers back to their comfort zone, causing them to be more careful about thepurchases they make. Consumers will be looking to save money by searching for quality at a lesser price.
Problem Statement
In 2012, our target market will be searching for a bargain that makes them look smart and not cheap. With another possible recession looming and peoplelooking to move forward with their lives, they will need quality looking apparel and accessories that address their need for nostalgia of a safer, morecomfortable time ( ex. the 1950’s), and their need to express their individuality.Our target market is women, age 25-55, middle to upper-middle class, 45,000 to 150,000+ income, and some college to a college degree education.
Data and ContextCultural The “grunge” music scene in the early 90’s proved people add color and self -expression through less expensive purchases during recessions, showing that accessories can maintain their strength in sales during economic downturns
EconomicalIn 2009, “cash for clunkers” offered a financial i ncentive to consumers for trading in l ess fuel-efficient vehicles, helping to invigorate the economy whilepromoting energy efficiency and eco-conscious practices in general. Similar incentives will follow suit.
Major businesses in the past several years are beginning to have faith in the cost-efficiency of “ going green”, with the energy saving benefits clearlyoutweighing the initial costs
Political The potential for war with Iran, along with the threat of nuclear weapons in North Korea, leaves many Americans in a state of worry and unrest By 2012 a new presidential election will occur meaning consumers will experience either feelings of optimism for a new presid ent or they will be complacent,depending on how satisfied they have been with President Obama
Social The purchasing of faux materials shows support for animal protection and in the case of faux jewelry, support against “ blood diamond” mining
Industry & DesignFord’s 2009 “kinetic” car design aesthetic emphasizes moving forward while not in motion, this parallels America’s need to “m ove forward” from recent turmoilSpecialty stores like H&M have gained mass popularity due to offering quality looking clothing for a cheaper price , with the help of established designers.
Target successfully used the same method in the mid 90’s when designer Michael Graves designed a housewares line for them at a feasible price point Customization in design and increased variety shows a greater need for consumers to express their individuality through their purchase decisions
We have presented 3 opportunities that offer a solution to the issue women will facchoice in 2012. The overall aesthetic of the designs combines well-known elements of 1950’s trendsballet flats made famous by actress Audrey Hepburn, and adds flirty and feminine erosette and ribbon. It should be noted that all of the colors and embellishments for should be offered in a variety of options or to a consumers particular preference, asof utmost importance to consumers.In conjunction with the color and fabrics palette we have chosen, these opportunitiof safety and comfort, of a time that was more or less peaceful between times of wchanges were occurring. These opportunities should strongly exude femininity, comquality without the sacrifice of one’s own taste in style.
Our target market should be satisfied with their variety of choices ev en though per2012 may stand to prove otherwise.
(For further questions regarding our research, please feel free to
Rob Goodman
/ wrgoodman@wsu
Jessica Lantz / [email protected]
Kylie Graham / kyliegraham@com
Kaila Evenoff / pk_56evenoff@ya
Lemon Zest Alabaster Rose Petal Clementine
Cobalt ObsidianPomegranate Seed
SWATCHESColors
Conclusion and Opportunity
Fabrics and Patterns
Green Tea Leaf
“ Gardenia” 100%organic cotton
100% OrganicBamboo/Cotton Lining
Light TurquoiseMicro-suede
Dark Reed Faux Leather
Inspiration
“Rockabilly”
“OUR” OPPORTUNITY
Inspiration
“The Pin - Up”
“Audrey”
Inspiration Of the Earth”In response to the rapidly growing
awareness of and need for environment
preservation, colors and themes of nature
will become increasingly popular by 2012,
with bold and warm neutrals dominating
winter and light floral patterns and pastels in
the summer. Also organic material willbecome more of a staple rather than a
fresher alternative. The overall effect should
be a feeling of wellness and comfort.
INSPIRATION
C
B
A
Design A bears a similarity to the
popular “rockabilly” oxford shoe of
the 50’s,. In contrast to the 50’s
there is the inclusion of the peep
toe, and the buckle strap as opposed
to laces. This shoe would stand out
well with a two tone mixture of a
warm neutral like dark reed faux
leather and a cobalt blue.
Design B is a classic peep toed
pump with a bow on the toe and
a modest sized heel. The bow
adds the comforting nostalgic
flavor of the 50’s . The shoe
would benefit from a warm
summer pastel like rose petal or
lemon zest, or gardenia pattern.
Design C is a ballet flat with a
rosette. It could work for either
Winter or Summer in a variety
of colors and materials, with
or without the peep toe, and it
would benefit much from a
bamboo/cotton lining as
bamboo adds moisturewicking and optimal
breathability for maximum
comfort.
“1950’s Vintage Shoes” In the 1950’s, women’s fashion in America became more glamorous and ultra-feminine apart
from the previous two decades when times of war dominated society. 1950’s style possessed a
whimsical, fancy-free nature with an emphasis on accessories such as gloves, scarves, and of
course shoes. Much of the clothing was further embellished with additions such as ribbons,
sequins, beading, buttons, etc. This return to form will be experienced in 2012, but with a modern
influence more particular to the later half of the 50’s.
2012 Winter/Summer Forecast