Cte 3809 Test 2

Front 1

John Naisbitt: Megatrends

Back 1

Look at powerpoint pages

Front 2

Faith Popcorn

Back 2

Brain Reserve (Marketing consultancy) in 1974

The Popcorn Report (1991)

“Cocooning” (a stay-at-home syndrome building in 1981)

Front 3

Cocooning

Back 3

(a stay-at-home syndrome building in 1981) had repercussions in multiple industries (e.g., home renovation, master bedroom suite, larger baths, casual, comfortable basic fashion, bed linens, housewares, car with portable phones and elaborate sound systematic.)

Front 4

Counter Trend

Back 4

Look at picture

Front 5

Stan Davis: Understanding a Blurred World

Back 5

-Increasing speed in communication and computation are shrinking time.

- Connectivity and online access are eliminating distance as a barrier.

-Tangible attributes less important than intangible values.

Front 6

Mass customization

Back 6

-Coined by Davis in 1987

- The process of using mass production techniques to create and deliver customized goods and services

Front 7

Chris Anderson:

The Long Tail of the Demand Curve

Back 7

Time frame: Decades

Techniques for gathering signals:

Interviewing Experts --> Internet business CEOs

Gaining access to proprietary data from high-profile Internet-based companies

Methods to interpret the signals:

- Plotted the data—sales on the vertical axis and stock ranked by popularity on the horizontal axis— and hypothesized about resulting pattern

Range of the forecasts:

- Applies to online marketing

Front 8

Chris Anderson Continued

Back 8

“The trick to trend-spotting is to ask the right people.”

Anderson, using his skills as a journalist:

-Interviewed both CEOs of Internet businesses and academics doing related research

-Examined data and discovered a repeating pattern

-Looked for additional examples

-Gave his insight a catchy name—“the long tail” to catch people’s attention (Anderson, 2006)

Front 9

Environmental Scanning

Back 9

Research Strategies:

1- Media Scan

2-Interviewing (asking people, ask experts)

•Focus group interview

•In-depth interview

•Delphi method (anonymous)

- Identify the experts

- Introduce an issue for debate

- Round one-obtain initial response fromexperts

- Summarize the responses

- Report on round one & initiate roundtwo - Report on round two & initiate roundthree

3-Observation

Front 10

Trend Folders: Reviewing, Organizing, and Editing

Back 10

-The new, novel, and innovative

-The unusual

-The rediscovered and redesigned

-Shifts in the workplace

-New shopping locations

-Unique peopleInteresting neighborhoods

•Tenmajor topics

•Includeboth objective and subjective viewpoints

•Includeintuitive categories—those where the meaning is yet clear or where connectionsare subtle

Front 11

Color Forecasting

Back 11

-color as a marketing tool

-the process of forecasting color, taking into account color evolution, social and economic trends, consumer preferences, and other influences

-color forecasting as a coordinating factor in the apparel supply chain from fiber producer to retailer

-the methods forecasters use to analyze and synthesize color direction from various sources in the cultural environment

Front 12

Color in Marketing

Back 12

-the most important aesthetic criterion for preference of many aesthetic forms, including apparel (Eckman, Damhorst, & Kadolph, 1990)

-an element of design used in building and maintaining brand identity

-identify target markets

Front 13

Color Preferences

Back 13

-Universal view

-Cultural/Ethnic influence

- Individual differences

Front 14

Color Symbolism

Back 14

may be due to Associated meanings with natureSeemingly arbitrary social convention

Front 15

Color Cycles

Back 15

Two types:

-Periodic shifts in color preferences

-Patterns of repetition in popular colors

Both depend on the mechanism of boredom—people get tired of what they have and seek something new

Front 16

Evolution of a color family

Back 16

Color Family:

Yellow-Green

•“Avocado” and “olive”(late 1960s-1970s) •Defined as bad taste by the 1980s

•Reemerged as “kiwi” and “lime” (by 1995) •“Wasabi” (2000-)

Front 17

What do Color Forecasters do?

Back 17

-Combine knowledge of color theories with understanding of human behavior and acute observational skills

- Produce a color forecast 18 to 24 months in advance of the season

-Provide input for the designer’s decisions

Front 18

Color Research

Back 18

Environmental Factors:

■Economic conditions (e.g., 1930s--gray, subdued greens, blues)

■Social change

■Cultural shifts (art, literature, music etc.)■New technology

Consumer Segment: Target Market-

Demographic, Geographic, Psychographic Variables (e.g., age, education, lifestyles, values, and attitudes)

Front 19

Color Association of the United States

Back 19

-Founded in 1915 (The Textile Color Card Association of America)

-First forecasted women’s wear in 1917; men’s wear in the 1960s; home furnishing in the 1970s; children’s wear and active wear in the 1980s

-The women’s committee meets 2 times each year and select 25-42 colors; bring color boards; for a specific market

- Members receive the forecast for one product category each season as a deck of silk screened color cards; a monthly newsletter; invitation to seminars; consultation; access to research materials

Front 20

Color Marketing Group

Back 20

International nonprofit association based in Washington D.C.

-Formed in 1962

-The panel meets in the winter and summer to develop apparel palettes. Eight weeks prior to the workshops, members mail in color samples and individual color direction forecast

-Membersparticipate in expert panels and workshops; receive four color palettes a year, a monthly news letters; access to the color library

Front 21

More on Color Research

Back 21

Key calendar dates:

-Seasonal runway shows

-Textile trade shows

Première Vision, an international textile industry fair, held twice a year in Paris

Front 22

Color Research Cont.

Back 22

Color relationships across product categories:

-Fashion

-Beauty products

-Interiors

-Entertainment

-Automobiles

When does a signal indicate a trend?

-Consider it a strong directional signal when the same trend is visible during the same time period from multiple sources (Eiseman, 1994).

Color Direction: Inclination or tendency toward change in

-Color temperature (warmer/cooler)

-Value (lighter/darker)

-Intensity (clearer/grayer)Importance of a hue (in/out)

A new color is “directional” when it is trend setting or trend defining

Front 23

-Color palette

-Hue

-Intensity

-Value

-Color specifications

- Munsell color system

-Pantone color system

Back 23

Look at this

Front 24

Innovation in Textile Development

Back 24

Technical or Performance Fabrics: High-tech fabrics with novel properties (e.g., Licra spandex by DuPont; A yarn with vitamin C)

Developmental Fabrics: New fabrics proposed by firms and trade organizations that have special characteristics, appearance, or properties.

Intelligent textiles: Fabrics that change performance characteristics in response to the environment (e.g., protect the wearer from heat or cold)

Wired garments: Clothing that incorporates electronic technologies (e.g., garment with a cell phone or CD player)

Electrotextiles: Wired garments where every thread can transmit electrical signals

Front 25

Digital Printing

Back 25

-Print design prepared on the computer and printed using inkjet technology

-Used to create accessories, short yardages for design approval, and customized products

Front 26

Novelty Fabrics

Back 26

*

Front 27

Fabric Fairs and Trade Shows

Back 27

-Apparel manufacturers looking for new sources of innovative fabrics

- Designers looking for inspiration for their next collection

-Forecasters

- The fashion press

Front 28

Fabric Fairs and Trade Shows

Premiere Vision, Expofil, Pitti Filati

Back 28

Première Vision, Paris (First Look)

-- The most comprehensive and influential show

-- Held in Paris, in February and September

-- 18 months ahead of the selling season

-- Highlights the season’s direction in weaves, colors, patterns, and surface treatments

Expofil

-- An European yarn fair held in Paris, biannual

-- The earliest view (15 months ahead)

-- Linked with Premiere Vision since 2004

-- Publishes the color range, an interactive CD ROM and a trend book

-- Attendees receive a color, fabric, and trend forecast developed in consultation with other trade fairs, fiber producers, forecasting services (Trends Union, PromoStyl)

Pitti Filati

-- A showcase for Italian spinners’ natural and synthetic yarns and blends

-- Held in July and January in Florence

-- Features a research area with multimedia presentations on the trends, complemented by a display of yarns and stitches

-- Focuses on high-end yarns (merino wool, cashmere etc.).)

Front 29

Fabric Fairs and Trade Shows Cont:

Tex world, Interstoff Asia Essential, Material World, MAGIC

Back 29

TexWorld:

-- Run concurrently with Premiere Vision

-- Features less expensive textiles

Interstoff Asia Essential:

-- Held twice yearly in Hong Kong

-- Focuses on innovative fabrics, particularly functional fabrics, eco textiles, etc.

Material World:

-- Held in Miami

-- Showcases yarn, fabric, trim, and information technology

-- Help companies with sourcing and production

MAGIC :

-- Sourcing for fabric and print source

-- Held in Las Vegas

-- For original graphics and prints

Fabric fairs:

- in Italy

Textile Shows in U.S.

- European Textile Selection Show (ETS) -International Fashion Fabric Exhibition (IFFE)

-Los Angeles International Textile Show

-GlobalTex

Front 30

Fabric Libraries

Back 30

Season’s Fabrics by:

-Styling

-End use

-Fiber content

-Color range

-Manufacturer

Cotton Works:

Tag Sale- about 300,000 pieces (swatches and vintage clothing); Michael Kors, Ralph Lauren, J.Crew; Asian, Paisleys,Animals, Etc.

T.D.G ( Textile Design Group): 4 Million Swatches

Andrea Aranow Textile Documents: Museum-quality designs

Vintage Loft: beading and embroideries

Front 31

The three modern eras in fashion: Lipovetsky

Back 31

Look at Ch 7 Powerpoint

Front 32

Ready to wear Revolution

Back 32

1960's

-Cult of youth + cult of the body

- Emphasis on individual expression and novelty

-Two-tiered fashion system—couture and RTW

-Designer names: brand names

Front 33

Style Tribe

Back 33

-Modern fashion is the distinction of “Belong to” a group, a cluster of like-minded people

-Adopting an appearance style: A marker of membership in a style tribe

Front 34

"Triple Logic" (Lipovetsky 1994)

Back 34

-The logic of aesthetics

-The logic of industrial clothing manufacturing

-The logic of consumers acting on individual taste

Front 35

Fashion Weeks

Back 35

Fashion Off the Runway:

-Showrooms

-Boutiques

-Trade Shows

Front 36

Fashion Weeks: ready to wear

Back 36

-New York

-London

- Milan

- Paris

Front 37

Street Fashion

Back 37

-Directional locales

- Fashion scouts

- Trade shows of small firms specializing in street styles

Front 38

Vintage Fashion

Back 38

New york & Los Angeles

Front 39

Trial Balloons

Back 39

items, styles, or looks with which designers experiment to gauge the effect and potential of a new idea

Front 40

Trend Analysis

Back 40

Dissecting a phenomenon to achieve a more completeunderstanding of its components

Front 41

Trend Synthesis

Back 41

Creative reintegration of the parts

Front 42

Fashion Forecasting Process

Back 42

An accurate reading of the trend:

- Match trend with the consumer.

-Match trend with:

the product category,price point,retail concept.

Hypothesis about what it will take to energize and accelerate the flow of the trend across consumer segments.