Project #3
Fashion & Product Trend Forecasting Spring 2012
Kathryn Sopuck Tyler Parsons Ricky Joe Giaffreda Kayla Addesa Kathleen Tosto
0 4 - 05 - 11 Monday, April 4, 2011
Young Digerati
Consumer Profile Young Digerati is a tech-savvy subsegment of generation X, those born from the late 1960’s to the early 1980’s. This affluent group of urbanites comes from well educated, middle to higher income families, with two to three children. . Young digerati is a highly educated group of professionals, having obtained university and post-graduate degrees. Aged 27 to 39, they are career focused individuals, who typically make a higher income of $75,000 to $125,000. They reside in close proximity to fitness clubs, hip restaurants, luxury boutiques, cafes, and popular night spots.
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Young Digerati
Consumer Profile Young Digerati is heavily influenced by others in their community, as primary informal reference groups such as friends, family and colleagues play an important role in their social characteristics and thusly their consumer behaviour. They have very active social lives, and enjoy spending their free time going shopping, clubbing, having dinners at the trendiest restaurants, attending gallery openings and film festivals. Another main focus is physical heath, as they value looking and feeling their best. Gym memberships, yoga classes and palates, as well as strict diet regimes help them obtain the physical attributes that are necessary in order to fit in with their peers.
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It’s been 170 years that Holt Renfrew has been meeting the growing needs of their distinguished clientele with refined customer service in return for value and satisfaction. Holt Renfrew is located on 1300 Sherbrooke Street West in Montreal, Quebec. Affluent business, specialized boutiques and retailers, cafés, restaurants, bistros, nightclubs, universities and colleges surround the location. According to the director of Holt Renfrew Montreal "Our vision is to inspire customers with an extraordinary retail experience.”
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In1937, Holt Renfrew opens its doors in Montreal on Sherbrooke Street West
Think magenta.
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BRANDS MEN’S OUTERWEAR
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SERVICES BEAUTY SERVICES CONCIERGE HOLTS SALON AND SPA MADE TO MEASURE PERSONAL SHOPPING CAFÉ HOLTS “Inspiring customers with an extraordinary retail experience” Monday, April 4, 2011
After an intense analysis, and careful deliberation, we conclude that Holt Renfrew is the retailer that best satisfies the needs and wants of the Young Digerati market segment The merchandise mix is complete Quality and design of the luxury brands Quickly obtain trendy, “straight off the runway� pieces The price points of Holt Renfrew reflect its luxurious image
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In today’s competitive environment, Holt Renfrew has succeeded in differentiating themselves with their strong marketing strategies and creative branding Conceptual visual presentation of their store windows Clean, organized and attractive store layout Powerful branding helps to create a sense of accomplishment within the consumer. Once a purchase is made, the consumer exits the store with pride, carrying the recognizable magenta shopping bag
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Finally, the augmented services offered at Holt Renfrew solidify the seasons consumers choose this retailer over the competition As free alterations, personal shopping, fur storage, in-store dining, spa packages, and valet parking, truly define the epitome of luxury. . From beginning to end, Holt Renfrew provides our consumer with an experience cohesive with the lifestyle of this higher social class.
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BACK TO THE BASICS... with a feel good factor Theme: The New Traditionalists Justification: After years of uncertainty in the marketplace, many men of our target market are looking for a way to get back to the basics, while still feeling up-to-date, and fashionable. Timeless, humble garments with a “feel good factor” are becoming much more sought-after. Consumers are asking, “How can my clothes make my life simpler?”.
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timeless elegance...
Theme
GOLD MEDALIST
BOLD ...with a MODERN TWIST
majestic
Charismatic
Classicism becomes a captivating influence and provides an opportunity to innovate. It is ideally up-to-date due to its bold, majestic and charismatic features. Classicism provides standards for creating, recomposing and boldly revitalizing your self-confidence and true elegance for those who are based on both the knowledge and experience of their look. Spring 2012 will focus on timeless and classic pieces but with a profoundly contemporary and modern translation, allowing for unconventional and original distinctions within various styles. Monday, April 4, 2011
BOTTEGA VENETA
GIANFRANCO FERRE
The Silhouette:
RELAXEDelegance
Breathable yet refined over sized comfort blazers. Tastefully elegant with a European design edge. These blazers are upper heavy yet fully distinguished by style. Monday, April 4, 2011
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CRISP MODERN
TAILORING
The Silhouette
CLASSICFIT
The crisp modern tailored look is generally adopted by our consumer for its’ elegant and streamlined, trim-fitting denim cut. The classic denim look is going to be a sleek modern interpretation of a slightly trimmer fit that engages into a powerful combination of expertly tailored denim in an ultra-trim, cropped, straight cut silhouette. This trend is ultimately portrayed as the new and refined denim look that can be worn in a classy, elegant and structured 18 environment instead of being the ordinary casual denim wear look.
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T
MUST HAVE
is for
TRENCH ...with a twist
The trench; a summer must-have for all well-dressed men. We’ve seen a resurgence of this piece for Spring 2011. To stimulate buying, designers are showing ways of updating this classic piece. Fabrics such as chambray or plaids; design details like leather epaulettes, fur collars, or exaggerated lapels; wider, more boxy silhouettes; trench vests; and colours such as mustard yellow or mint green, give these jackets a new feel for Spring 2012. Monday, April 4, 2011
PIECE KEY
BLAZING DOLCE & GABBANA
BLAZERS
ARMANI
DSQUARED2
GIVENCHY
Staple men’s structured, slim fit, body forming luxury blazers. Worn in a multitude of ways however always remaining a classic garment and key item in every man’s wardrobe. 20 Monday, April 4, 2011
TIMELESS.sophisticated.Essential Covert Green
Olive Branch
Duffle Bag
COLOUR lover
Tarmac
s k c i P s ’ SPRING k c Ri twenty-TWELVE Bracken
Beetle
Amber Gold
for
Sophisticated and modernly classic colours that both compliment and complete his wardrobe. Dark earth-tone colours that are used through various style outwear pieces. As seen this Spring 2011, colours are lighter earth tones. We’ll be experiencing a twist by offering colours that are darker that allow for higher contrast. An approach that is not typically seen in the Spring, but will easily be adopted. A true new statement for Spring 2012. Monday, April 4, 2011
DESERT POWDER care free,
Zen vibe.
Faded, delicate desert powders, like grains of sand, dry clay, and baked earth ease the eye this S/S 2012. Muted tones deviate from the powerful, bold colours of last season. This palette translates a care-free, Zen vibe.
Consumer wants colours to compliment his existing wardrobe. He looks for investment pieces - the colour must style well with other pieces he already owns. He is trendy, but not a fashion innovator, so he follows subtle trends. He will adopt this particular colour palette because the colours are trendy, but they are not too daring. The fresh, natural colours calm the consumers mind. Monday, April 4, 2011
DESIGN DETAILS CORNELIANI S/S 11
BUTTON 6 SALVATORE FERRAGAMO F/W 11
DRIES VAN NOTEN F/W 11
COSTUME NATIONAL F/W 11
MAISON MARTIN F/W 11
Six buttons on a double-breasted suit = “classic revival”. Our consumer is a powerful, classic man who cares very much about his appearance. This design detail will make him feel like a 1920/1930’s suave business man, giving him the right amount of class in an effortless way. This subtle trend detail will be quickly adopted by our forward-thinking man.
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DESGIN
DETAILS DENIM UTILITIES
The collar would be enhanced through having a straight pointed collar that firmly stands up thus giving a classic and refined look. Precise detailing would be effectively adopted as such making the denim jacket more structured with embossed metal buttons. The jacket will either be a buttoned placket that features six antiqued metal shank buttons or a heavy duty, two way front zippers. The modern denim look would then be elegantly topped off with either a gusseted zipper detailing at the cuffs for customized comfort or a single button cuff with an even sewn hem that properly features the adjustable button tab closures situated at the sides.
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