Market Segment

• TARGET MARKET: Tweens• Age Range: 10- 16• Annual Income: Parents together make $100,000• Education: Middle School / High School• Marital Status: Single• Lifestyle: Going to school, Hanging out with friends, Going shopping,

Playing sports, extra curricular activities. • Lifestage: In Middle School or High School• GENERATIONAL CO-HORT• Defining Attitude: fun, girlie, active• Key Shopping Stores: Forever 21, Limited 2, Hollister • Aspirational Shopping Stores: Abercrombie, American Eagle, Macys,

Nordstrom• Key Labels: Private Label for Forever 21, Limited 2, Hollister• Aspirational Labels: Guess, Juicy Couture, Lacoste, Tommy Jeans, Polo

Jeans• Key Designers: Tommy Hilfiger, Ralph Lauren• Key Cultural and Media Influences: School (friends, peer pressure), TV

(MTV, the OC), Movies, Magazines (Teen Vogue, Cosmogirl). • Current Dominating Events: Worlds current events would not be of

interest.• Current Dominating Ideas: conformist • Dominating Social Groups: Siblings, Celebrities and School Friends• Current Dominating Attitude: Their social life, friends, being popular,

“fitting in”• Dominating Technology: Texting, myspace, and talking on the phone

In Store Trend Shopping

Trend/ Shopping AssignmentStore Name: Victoria’s SecretLocation: The Grove, West HollywoodCategory of Merchandise: PINK loungewear, womens/juniorsVendors Shopped: Private LabelPrice Range: $22.50 - $48.50Colors:Best Selling Colors: pink, navy, white, blueSlow Selling Colors: red, burgundy, greenGo-Forward Colors: navy, white, grey, burgundyFabrics:Best Selling Fabrics: jersey, fleece, sweatshirt fleece, rib knitSlow Selling Fabrics: stretch knits (with spandex), thermal knitGo-Forward Fabrics: sweatshirt fleece, jersey, rib knit, thermal knitStyles:5 top selling styles: sweatpants, hoodies, cap sleeve tee’s, sport shorts, baseball tee’s3 slowest selling styles: leggings, cami tops, off shoulder sweatersGo- forward styles: sweatpants, full length pants, hoodies, baseball tee’s

Trend/ Shopping Assignment

Store Name: Limited tooLocation: Glendale Galleria, GlendaleCategory of Merchandise: tweens collectionVendors Shopped: private labelPrice Range: $20 - $40Colors:Best Selling Colors: pink, blue, grey, navySlow Selling Colors: brown, khakiGo-Forward Colors: blue, grey, black, navyFabrics:Best Selling Fabrics: denim, jersey, sweatshirt fleece, denimSlow Selling Fabrics: chino, terry cloth, batisteGo-Forward Fabrics: denim, sweatshirt fleece, denimStyles:5 top selling styles: shrugs, mini waistcoats, jeans, ra-ra skirts, layering tee’s3 slowest selling styles: cargo pants, camis, shortsGo- forward styles: layering – waistcoats, shrugs, long sleeve tee’s

Trend/ Shopping AssignmentStore Name: BloomindalesLocation: The Beverly CenterCategory of Merchandise: women’s loungewearVendors Shopped: Juicy CouturePrice Range: $50 - $200Colors:Best Selling Colors: pink, white, black, teal, blueSlow Selling Colors: brown, green, navyGo-Forward Colors: black, teal, navy, blue, brownFabrics:Best Selling Fabrics: jersey, velour, terry-cloth, denimSlow Selling Fabrics: cord, sport fabricGo-Forward Fabrics: velour, denim, jerseyStyles:5 top selling styles: velour zip-up, velour pant, shirred dress, 5 pocket jean, Capri’s3 slowest selling styles: sport jacket, sport pants, sport caprisGo- forward styles: velour collection, jeans

Shopping Summary

1. The 5 best selling colors for all three stores shopped in the tweens market segment for this season are:a) pinkb) navyc) whited) greye) blue2. The 3 most important fabrics at all three stores shopped for this season are: a) jerseyb) sweatshirt fleecec) denim3. The top 5 selling styles for my new market segment and this season are: a) hoodiesb) zip-upsc) sweatpantsd) cute slogan tee’se) layering components

4. Most Importantly, I believe that the following best sellers could be viable with or without update for the fall/winter 07 season:

I think that with the basic silhouettes of such styles as hoodies, zip-ups, tee’s and sweatpants they all stand the basis of a great concept line. The thing that will make them different to others, and in this become bestsellers, is the trims, details and colors that will be used. I believe by embellishing the line with fun and girlie trims and details it will make the line stand out from any other and make it special and unique. I think a mistake would be made if the style or shape of these already succesfull styles would not work, but by adding to these styles and improving them it will just add to their already growing popularity. Color is also a factor allstores are reducing their bright colors and increasing their basic fall/ winter colors, this has led to a drop in sales. Even though fall/winter normally encourages new colors I think for the tween market in California bright colors would be embraced more, maybe not yellows and limes, but certainly purples, blues and dark pinks.

Theme/ ConceptAssignment

Old School SportIntroduction to theme: After researching the current trends and predictive trends I saw a strong influence of sport like clothing, accessories, and attitude towards fashion. The strongest influences included tennis, cricket and rugby. These sports also come with the old school lifestyle and vibes attached; picnics in the park, tea and crumpets, drinking lemonade, and the English relaxed lifestyle in general. The Wimbledon tournament is obviously a huge inspiration for this trend and way of living. I feel this trend could work for tweens as it is based on comfort but looks cute and sporty.

Fabric: For tennis inspired skirts I would use breathable cottons, I would use structured fabrics so they could have pleats set into them and hold the shape. For chunky sweaters I would use knits such as cable knit to keep to the original style of cricket sweaters. Jersey could be used in cap sleeve t-shirts and rib knit for tank tops.

Color: The most prominent color would be most likely white to interpret the trend, butinstead of mixing with subtle colors I would use hot pinks, oranges, deep limes, andpurples. I feel it would really liven the line and make it fun and more geared towards girls.

Style: The style of the line would be based on the sporty relaxed look. Baggy sweaters, (as in wearing your fathers old sweater), mini pleated skirts, and slightly fitted cap sleeve t-shirts. The oversized sweaters will be teamed with the mini skirts for a contrast of style, shape, and size whereas the bright cap sleeve tees will show out from under the oversized sweaters.

Trim: To take away from the masculinity of the cricket sweaters I would add trims such as cutesy bows or floral embellishments, such as a corsage, instead of the traditional team crest or team achievements.

Details: I would embroidery wording and phrases on the whole line to tie the line together. The skirts could possibly have embellishments sewn on to accentuate the embroidery.

Off all trends I have chosen ‘Old School Sport’ as my trend I feel it the most fresh and has a lot of ideas to work with. I’m excited to break out from the traditional style and colors of such sports clothes and making them bright and fun so they are wearable for tween girls.

Color Palette

Fabric Choices

Flat Sketches

Written Recap

Written Recap I have based my whole line and ideas on the Tween market. I feel there to be a

huge gap in the tween market at present. For such a thriving market and age group, I feltit was amazing how little is on offer with only a handful of retailers catering for tweens. Ifeel the tween age group is a difficult time for girls, and shopping for well fitting clothes should not be an added stress for girls going through such a changing time in their lives. I feel a clothing line that has taken fitting problems into consideration would really work forthe tween retail market.

I have chosen to base my line on the “old school sport” theme. I felt this theme was relevant for the Fall 07 season and many high end designers and retailers have decided to take on the trend into their lines and in their stores. The trend is cool, fun, and comfortable. I feel the comfort of the line will be the most appealing part of the line. Many loungewear lines may look attractive but are not all necessarily comfortable of fitted correctly. The “old school sport” theme is not just the style of the clothes but the lifestyle itportrays. I feel tweens will enjoy the idea and theme behind the deign elements of the clothing.

Even though the line is Fall 07 many of the colors are more focused on being appealing to tweens. Many fall colors can be very dark, strong and fashion forward this is not necessarily attractive for tweens. I have chosen to base the colors around pastelsmixed with more neutral darker fall colors.

Due to the fact the line is loungewear I have used cotton fabrics. I have used basic knits, pile textured knits, and patterned cottons for the structure lost in knits. Cottonfabrics are comfortable, breathable and easy to wash. The fabrics I have chosen do not need to be dry cleaned and are easy to care for; this is why cotton is suitable for tweens.

I have used girlie trims so as not to make the sporty theme seem to tomboy like. Ribbons, beads, and cute buttons are a few to mention. I feel attractive trims turn basics into fashion items they can change the whole look of a garment and therefore are very important.

The style of the clothes is greatly focused on the changes of a tween girl’s body. Tween girls bodies are not made to fit juniors clothing so a clothing line focused on themhas different fit requirements. Tops are not as low cut and are longer so as not to be skimpy and to flatter their body shape. Skirts are longer and not as fitted, as well as shorts being slightly baggier and not necessarily tight fitting. The style of the line is cute and fun, the collection is more age appropriate than junior’s clothing.

With all these components I feel the line would be really successful for Victoria’s Secret seeing as their loungewear collection is doing so well right now. So many tweenswant to shop there but their clothes may be to big or fit incorrectly.