JOB 1

WOMENS CONTEMPORARY
SOFT ENCHANTMENT
Kaylee Denmead & Samantha Ferguson
FM244-205

COMPETITORS: BENCHMARKS:
Gap Helmut Lang
Express Alexander Wang
Bar III Stella McCartney

1
JOB 1 Color Palette

= Gardenia Dream =

= Fresh Lilac =

= Polished Pink =

= Blush Whisper =

= Hazy Grey =

= Stem Green =

2
JOB 1

COLOR PALETTE PROOFS:

In Style Sights Design Development Forecast for

SS14, they projected that soft, sultry shades
highlight femininity in a natural and becoming
way.
As pinks are introduced for the SS14 season, a
continuation of nude shades (e.g. blush) serve as
base colors while dove grey enters the market
(Fashion Snoops, 2014)

3
JOB 1

About Our Competitors:

Gap competes with Zara based on price point and styles
for a professional woman. While not as fashion forward,
Gap offers plenty of options similar in price.
Express is well known for pieces that can transition from
the workplace to the weekend similar to Zara. Both
stores have equivalent price points and competitive
basics, although Zara seems to have more fashion
forward pieces.
Bar III has similar prices and styles as Zara and can be
found in Macys, a benefit for one stop shoppers. While
some of Bar IIIs items can seem dated, they are often
marked down and found at a lower price point then
Zara.

4
 JOB 2
BASIC SILHOUETTE
Saint Laurent - $550

SPECS:
Width 18 inches 5
Length 27 inches
 JOB 2
Proof Statements:
Past History:
Since we know this top has been a consistent must have for
customers, we didnt want to leave it out of this seasons
collection. Prices for producing the t-shirt went up, but luckily we
decided to source elsewhere, ensuring the same price point as
previous seasons.
Profitability:
Anthropologie offered a similar shirt last season. They, however,
had very limited color choices. We decided to take advantage of
this and produce this tee in more color options than normal hoping
to close that gap in the market.
Forecasting:
According
Colors: to Style Sights Design Development Forecast for SS14,
offering
tees in soft,
Gardenia sheer, jersey fabric lifts the traditional tee into
Dream
the realm of luxury.
Fresh Lilac
Polished Pink
Blush Whisper
Hazy Grey *No change to
Stem Green 6
style
 JOB 3
KEY ITEM SILHOUETTE
Helmut Lang - $275

SPECS:
Width 19 inches 7
Length 25 inches
 JOB 3
Proof Statements:
Observation:
When we were observing people on the streets in New York
City shopping in and around Bloomingdales, it is clear that
showing off bandeaus and bras is a trend that will carry
through to this spring and summer. By producing this sheer,
loose fitted top, we allow for a peak of whats underneath,
without showing too much skin.
Sex:
Fendi, Helmut Lang, and Narcisco Rodriguez all showed pieces
with sexy, sheer panels on the spring 2014 runways, making
for a range of provocative looks (WWD, October 8, 2014). We
have created the perfect sexy, sheer top with our key item and
know that we will have no problem selling through on this
great top.
Past History:
Our shirts are often worn by professional women with social
lives who are anxious to grab a drink or dinner after work. We
created this top in a classy silhouette, but with just enough sex
Colors:
Gardenia Dream
appeal for a perfect transitional piece from one outing to the
Blush Whisper
next. Hazy Grey *No change to 8
Stem Green
JOB 4 Colorway
FASHION ITEM
PRINT CHANGE = Gardenia
Blue =
Dream =

= Fresh
Periwinkle = Lilac =

= Polished
Black = Pink =

= Blush
Red = Whisper =

= Hazy
White = Grey =

= Stem
Green =
Peter Pilotto
for Target 9
 JOB 4 Print size as
FASHION ITEM PRINT Sample

Source: Peter Pilotto for Target 10

 JOB 4 REMEMBER:
=

ASHION ITEM SILHOUETTE

Blue=
Helmut Lang - $275

Periwinkle
=

Black
=

Red =

White =

SPECS:
Width 19 inches
Length (middle) 18 inches 11
Length (sides/back) 23 inches
 JOB 4
Proof Statements:
Forecasting (also discussed in class):
Last week while looking at the different trends seen at the
Coachella Music Festival on WWD in class, busy prints were
donned on the bodies of the attendees.
Past History:
In the past we have had success with similar wrap top silhouettes
by our female customers in many solid color choices. The
addition of a print to this popular cut, as well as making the fabric
more sheer will allow us to give our reoccurring customers
something new leading to increased sales.
Forecasting:
For SS14, Fashion Snoops projected that an art deco take on
floral prints will give classic flower designs a mod makeover.
Florals done in fresh colors make this a perfect top for spring
2014.

12
 JOB 5
ASHION ITEM SILHOUETTE
onathan Simkhai - $285

SPECS:
Width 18 inches
Length (middle) 24 inches 13
Length (back) 27 inches
 JOB 5
roof Statements:
Status:
We dont think any of our competitors last spring were able to pull
off unique tank-tops in flattering cuts. Higher necklines are hard to
wear, but we have perfected the cut of this shirt and know it will be
a success due to our test run of this top in the fall. Women are
looking for something different and this tank-top is original and fills
a gap in the womens contemporary market.
Benchmark:
We always look at what Versace does for womens tops and their
spring ads show cut outs on a dress that are almost identical to
what we have done with our tank-top, making it seem more
expensive.
Standing Room Only:
For fall of 2013, this tank was one of our most popular tops. At the
last minute we decided to reproduce the tank in lighter colors. Due
Colors:
to our last minute decision, however, the factory was only able to
Gardenia Dream
produce 12 units perWhisper
Blush color for each store.
Hazy Grey
*No change to 14
JOB 6
ASHION ITEM SILHOUETTE
Proenza Schouler

SPECS
Width 20 inches 15
Length 26 inches
 JOB 6
roof Statements:
Forecasting:
According to Fashion Snoops fashion forecast for SS14,
sweatshirts are finally making their way into woven top territory.
The sweatshirt is now able to offer a variety of different looks with
new textures.
Forecasting (also discussed in class):
At the 2014 Premiere Vision show in Paris, they said get ready for
leather detailing. By creating our leather front sweatshirt in soft
grey we updated out leather for this spring making it perfect for
our customer.
Forecasting
On June 27, 2013 WWD wrote that athletic influences are
gathering speed for the next spring season. They also stated that
sweatshirts are taking cool and comfortable to another level.
Colors:
Leather: Hazy Grey
Sleeves: Fresh Lilac
*No change to 16
style
JOB 7
ASHION ITEM SILHOUETTE
tella McCartney -$2020

SPECS
Width 22 inches 17
Length 33 inches
 JOB 7
roof Statements:
Forecasting
The coat, i.e., the ultimate winter wardrobe staple, is making a
bold statement for spring with bright colors, states WWD on
January 17, 2014. We have created this lightweight spring coat as
the perfect spring staple as the weather begins to warm up.
Observation:
When it comes to the spring 2014 ready to wear shows, bright pink
was seen on the runway in Helmut Lang, Jill Sander and Narciso
Rodriguez. By making this coat in a bright, fun shade, we creating a
stand out piece that we know will sell to our most fashionable and
trendy customers.
Forecasting (also discussed in class):
Donegers spring 2014 retail information shows pops of bubblegum
pink in retailers windows in London, Paris, and Tokyo. The success
of pink as a statement color in these cities gives us proof that we
will Colors:
also be successful with this trendy, pink spring coat.

Polished Pink
18
JOB 7 Changes Made to Coat:
We have decided to remove the
collar from our coat. After
observing many runway shows
from the RTW Spring 2014 season,
such as Christian Dior, Narciso
Rodriguez, and Valentino, we
decided that our coat would sell
better and have more of a spring
feel without a collar.
Example: Valentino coat, spring 2014

19