Spin Spin Sugar Forecast 2012- Final

8/14/2019 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