POP LIFESpring 2012

Hope HamiltonNatashia Johnson

Marawee Tanthapanichkul

MDSE 1650 Lab 301 – Fall 2011 Apparel Line Project

2011 SWOT AnalysisProject Scenario:• Upscale Department Store• Knee length skirt with ruffle detail in classic white• Fabric: 100% Cotton• Price Range: $40-$60• Worst selling in Spring 2011

Strengths:• 100% cotton fabric refers to high durability, comfort, and ease of care.• The garment’s relaxed fit is an upcoming trend for spring 2012.

Weaknesses:• This garment should be available in more color choices, not only classic white. • There are too many design elements on this garment; including patch pockets,

plackets and ruffles.

Opportunities:• Raise the quality of garments fabric to match up with the original price point.• The upscale department store customer has the ability to pay more for better

quality and style garments.

Threats:• Another department store may sell a similar skirt at a lower price point.• Since the garment was the worst selling item this year, customers may have a

negative association with a similar garment the next year.

2012 Line Direction• Pop Life appeals to girls and young women who are fun,

confident and fashionable. With this in mind, the Pop Life design team created the best selection of trendy tops, skirts, dresses, denim and more.

• Pop Life offers the hottest fashion trends in Junior sizes.• Inspiration for the apparel line comes from a stunning sea

inspired fantasy, full of fish in bright hues as well as the neutral arrays of the sea shells and sand.

• The Pop Life apparel line provides skirts in more basic colors of Enchanted Gray, Twilight Black and Sugar White; which complement the blouses in bold hues like Shocking Pink, Electric Yellow, and Voltage Blue.

• Bold colors are a big trend in the teen market and by pairing a basic color skirt with a bold tank or blouse the Pop Life girl will definitely be the trend setter of her friends.

• The Pop Life apparel line consists of high waist knee length skirts that teen girls can pair with a color block tank top or a cropped dolman sleeve blouse.

• The overall theme of the Pop Life apparel line is fun and energetic. The Pop Life girl is not afraid to expression her style and show off to her friends.

POP LIFE

I Don’t Do Fashion I Am Fashion

Funky

Energetic

Youthful

Spring 2012 Apparel Line