EVA KASSEL AJA DIAMOND JASMINE SCOTT-PRINCE MOLLY MORAN ETIZAZ FELEMBAN
FASHION & TECHNOLOGY IDEATION PROJECT
TABLE OF CONTENTS PART 1.................................................................................................................................................. 4 TRENDS IN FASHION & FABRIC.......................................................................................................... 4 FASHION CUSTOMER NEEDS............................................................................................................. 5 CUSTOMER PROFILE........................................................................................................................... 6 LIFESTYLE PROFILE............................................................................................................................. 7 ASPIRATIONAL BRANDS..................................................................................................................... 8 PRODUCT PROPOSAL - CHARACTERISTICS...................................................................................... 9 PRODUCT PROPOSAL - ADJUSTMENT............................................................................................. 10 PRODUCT PROPOSAL- FABRICS...................................................................................................... 11 PART 2................................................................................................................................................ 12 INNOVATIVE BRANDS & PARTNERSHIPS......................................................................................... 12 BIBLIOGRAPHY....................................................................................................................................14
TRENDS IN FASHION & FABRICS
PART #1: By looking at current trends in fashion and technology what should we expect in the fabrics of tomorrow?
TRENDS IN FASHION & FABRICS
Fashion industry’s disruptions are rising due to fast fashion and e-commerce competing with retailers. As a result, technological innovation is at the forefront with 3D light weight and durable printed materials. Apparel companies, such as Under Armour, are spending time in research and development to create durable and light garments for athletes. Businesses are also focusing on creating durable and light products based on customized fit.
FASHION CUSTOMER NEEDS The rise in trends around light weight and durable fabrics suggest that consumers are asking for apparel products that are personalized. Of 1,130 respondents, 64% say incorrect fit is the major reason for returning clothing; and 58% would purchase clothing more frequently to ensure proper fit.
64% say incorrect fit is the major reason for returning clothing
A study based on 10,000 women worldwide, showed that 73% agreed that badly fitting undergarments can make or break their day. 64% of respondents also said they are wearing the wrong sized bras. These women are looking for retailers to fix the generic fit, non-diverse color offerings and uncomfortable clasps of bras.
58% would purchase clothing more frequently to ensure proper fit
73% of women agreed that badly-fitting undergarments can make or break their day
CUSTOMER PROFILE
To give a brief overview of our customer, their fashion point of view is practical, investment dressing, professional, global, and contemporary. Their price point is in the bridge category ($500+). Our customer shops are Nordstroms and Bloomingdales. The benchmark brands include Naturi and Nubian Skin and our muse is Zendaya, America Ferrera, and Thomas Beatie.
Below, you can see that in the market of today, there are many opportunities with bras. The color of our skin is varied and could be better matched. Our bras are very uncomfortable and not easy to keep on for long periods of time. Lastly, the fit is too generic, our bras should be customized to our body shapes.
OPPORTUNITY IN BRAS
Skin color diversity Aesthetically effective Discomfort with clasps Generic fit
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CONSUMER PROFILE
The target consumer is the everyday woman who is marginalized in the intimate wear industry. Women, and especially the target consumer, have varied functional needs as it relates to undergarments. Her fashion point of view is practical, contemporary and professional. The target consumer delves in the better apparel market, which means her general spend is with contemporary designers that are between designer and better apparel categories. She is a clothing investor. Her aspirational brands are The Row and Vince. The innovation benchmark brands are Naturi and Nubian Skin. The muses, representations of female diversity, are Zendaya, America Ferrera, and Thomas Beatie. The suggested retail price for the innovation will likely start at $500.
LIFESTYLE PROFILE
The target customer has a busy lifestyle; therefore, she needs functional and comfortable intimate wear, which is the core of her daily attire. She works. Her job might be a career, motherhood and/or studies. She adventures into the world and shops, travels, plays outdoors and entertains herself at happy hour, movies and theaters.
PRODUCT PROPOSAL CHARACTERISTICS
LUXURY FOOTWEAR CHRISTIAN LOUBOUTIN
COSMETICS NARS
COLOR STORY
The body you are born with is unique and special. Products, and in particular intimate wear, needs to have these qualities. Diversity in the creative process is critical. Body type and flesh tone diversity should be heavily considered in creating intimate wear. Flesh tone options should be available for the masses. Christian Louboutin determined and executed a niche market in footwear with the concept of flesh-tone diversity. Last year, Louboutin expanded his 2013 “nude” shoe concept with seven (7) shades of nude. The original concept derived from an employee’s comment that he was not creating nude for her skin. He realizes that he has "clients from every continent and want to make them happy!"The cosmetics industry has been leaders in the flesh-tone diversity spectrum for years. Initially, luxury and many premier cosmetic companies did not include deeper shades for women of color. This market had to rely on companies like Fashion Fair and MAC to offer foundations, concealers and powders that matched their skin. In recent years, certain luxury and premier cosmetic companies have shown demonstrated interest in this market. Dior and NARS, as examples, have made tremendous strides when reaching a broad audience. Lupita Nyong'o, the Kenyan-born Oscar winning actress, is the face of Dior cosmetics and also a person to watch on the red carpet. Finally, Nubian Skin, creates intimate wear and legwear accessories for women of color. Nubian Skin believes in empowering women.
PRODUCT PROPOSAL BRA SKETCHES
The bra was designed to adapt to all different types of breast which includes: asymmetric, bell shaped, east-west, side set, slender, tear drop and round. This bra has the ability to stretch and compress – enhancing or diminishing breast size – to adapt to the woman’s needs. These bras have the ability to change color, through technological advances that can adapt to any color. This is very beneficial and special attribute for women of different races that cannot find bras to match their skin color. Another highlight is that these bras help avoid back pain and adjust posture.
Stretch Leather
Stretch Taffeta
Stretch Cotton
Stretch Neon
FABRIC STORY
The bra product needs fabrics that hold a wide variety of properties so it can take on a personalized fit. Lightweight and durability are necessary for the body to move properly. For body shape and absorption, soft and flexible fabrics are required. Additional qualities include the ability to wash and clean repeatedly and is sensitive to different kinds of skins.
20% Lycra 80% Nylon
CURRENT BRANDS & PARTNERSHIPS Part #2:What current brands do you think will be the innovators? Will technology brands work with fashion brands? What partnerships do you see developing?
There are existing innovative collaborations within different companies from Levi's to Montblanc who are creating ways to make technology wearable and functional. Tech firms need apparel experts to make concepts fashionable. Likewise, fashion firms need tech experts to help them obtain new or expand market share. The fashion industry can expect to see more innovation in apparel, footwear and accessories and, ideally, the innovations will fall into the ready-to-wear category or be easily customizable for consumers.
Some existing collaborations to note are: Kate Spade and Everpurse Fossil Q and Michael Kors Access Public School and Fitbit Misfit and Swarovski
BIBLIOGRAPHY https://www.katespade.com/products/everpurse-x-kate-spade-new-york-quentin-stripe-wristletpouch/8ARU1067.html https://images.search.yahoo.com/yhs/search;_ylt=A0LEVr47vRhYKFUArtonnIlQ?p=motblanc+estrap&fr=yhs-mozilla-002&fr2=piv-web&hspart=mozilla&hsimp=yhs-002#id=0&iurl=http%3A%2F%2Fgadgetynews.com%2Fwp-content%2Fuploads%2F2015%2F01%2Fmontblanc-timewalker-urban-speed-e-strap.jpg&action=click https://www.google.com/search?q=nars+skin+id&biw=1920&bih=939&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjSuJv6-IfQAhUHYiYKHbWeAXwQ_AUIBygC#tbm=isch&q=christin+luboutin+footwear+skin&imgrc=cowapf9MPOCqhM%3A https://www.google.com/search?q=nars+skin+id&biw=1920&bih=939&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjSuJv6-IfQAhUHYiYKHbWeAXwQ_AUIBygC#tbm=isch&q=nars+lightweight+foundation&imgrc=Vx9qE4ZD0gloRM%3A https://www.google.com/search?q=I+don%27t+know+how+she+does+it+sarah+jessica+parker&biw=1920&bih=939&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjh-aen-ofQAhVGwiYKHc1QAfEQ_ AUIBigB#tbm=isch&q=I+don%27t+know+how+she+does+it+&imgrc=LfAODFL4b2YfYM%3A http://www.more.com/fashion/styling-tips/dont-be-boob-six-indicators-ill-fitting-bra http://www.huffingtonpost.com/2014/01/27/wrong-bras-fitting-help_n_4673417.html http://www.cbsnews.com/news/warning-tight-pants-skinny-jeans-and-spanx-may-be-hazardous-toyour-health/ https://www.bodylabs.com/wp-content/uploads/2016/06/2016-Retail-Survey.pdf http://blog.buttercups.in/are-you-sure-youre-wearing-the-right-bra-size/ https://www.sculpteo.com/blog/2016/01/27/making-wearable-3d-printed-clothes/ https://eloshclothing.com https://www.vince.com https://www.therow.com https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=0ahUKEwj677PE4YzQAhWMJiYKHeduB1cQjRwIBw&url=http%3A%2F%2Fxn--e1anemciz.xn--p1ai%2Famerica-ferrera.php&psig=AFQjCNF6BlE6wmj0hccMivOp-VDjkAzr8A&ust=1478268517783924 https://www.google.com/url?sa=i&rct=j&q=&esrc=s&source=images&cd=&ved=0ahUKEwj677PE4YzQAhWMJiYKHeduB1cQjRwIBw&url=http%3A%2F%2Fxn--e1anemciz.xn--p1ai%2Famerica-ferrera.php&psig=AFQjCNF6BlE6wmj0hccMivOp-VDjkAzr8A&ust=1478268517783924 h t t p s : / / w w w . g o o g l e . c o m / u r l ? s a = i & r c t = j & q = & e s r c = s & s o u r c e = i m a g e s & c d = & v e d = 0 ahUKEwiSkIWR44zQAhXJNSYKHbWRAM8QjRwIBw&url=http%3A%2F%2Fhollywoodlife. com%2F2010%2F11%2F03%2Fpregnant-man-thomas-beatie-wants-to-be-a-surrogate-would-youlet-him-carry-your-babies%2F&bvm=bv.137132246,d.eWE&psig=AFQjCNE0kabBpFiTFhI7pB3OxzqUQikAqg&ust=1478268933261296
EVA KASSEL AJA DIAMOND JASMINE SCOTT-PRINCE MOLLY MORAN ETIZAZ FELEMBAN