RVCA Collection Isadora Alvarez
Target Market
Gender: Male and Female Age: 18-30 Status: Single, Married Race: All Education: High School- College Graduate Employment: In school- entry level job Income: $45,000- Up Social Class: Middle-Class Location: Big Cities, Surf Towns
Activities u Surfing u Skating u Travelling u Listening to indie rock music u Shopping u Graffiti tagging u Attending obscure art shows u Reading fashion magazines and blogs u Drinking at the dive bars
Buying Habits u Shops from brands that signify their lifestyle u Trend driven but also lifestyle driven, buys clothing that are stylish but fits their daily activities u Buys key pieces during every season but shops periodically or when the need arises u Buys contemporary fashion, bridge designers, and vintage or thrift.
Branding
COLLECTION
RVCA Collection’s items will be setting itself apart from RVCA’s other collections by using more luxurious materials such as leather, silk, and higher quality denim. It will also be different in design as the RVCA Collection is more trend driven, grabbing silhouettes and details from what’s in fashion at the moment.
Marketing Strategy
A special editorial for the collection will be shot with the 90’s theme in mind. The inspiration for the shoot will be women icons from that era such as Nancy Spungen, Courtney Love, Shirley Manson, and the like, celebrating their spunk and rawness. These photos will then be used by RVCA’s artist program to create artworks, and a special exhibit and media release of the collection will be held with a grunge concert and a 90’s themed party.
2012 Retail Trends • Americans are feeling more hopeful about the economy • Value for money attitude when it comes to shopping • More casual lifestyle leading to less ostentatious buying • Luxury sector up by 5-7% from 2011 • E-commerce industry is booming with an expected $226 billion in sales in 2012
SS’ 13 Fashion Trends
Duty Rates:
Silk: 8% Denim: 8% Cotton: 7.5% Nylon: 5% Cotton Macramé: 8%
Testing:
Since RVCA collection is coming out with a swimsuit line, we will be having these items tested for pulling. The waxed denim fabric would also have to be treated for breaking strength, resistance to yarn slippage, tearing strength, bursting strength, dimensional change, colorfastness, water repellency, water resistance, fabric appearance, and flammability. Other fabrics will have to be tested for snagging, colorfastness, and breaking strength.