Urban Nomad by Jillian Harmon

URBANNOMAD Jillian Harmon

THEINDEX The Trend: defined The Trend: manifestations The Drivers Trend DNA Problem Statement My Story: time line Cultural Adjustment: the stages Cultural Adjustment: statistics Target Market Target Persona: the girl Color Story Materials The Branding The Collection The Collection: stages Merchandising Map

THETREND Companies used to assume that details about their internal workings were valuable precisely because they were secret. If you were cagey about your plans, you had the upper hand; if you kept your next big idea to yourself, people couldnâ&#x20AC;&#x2122;t steal it. Now, billion- dollar ideas come to those who give them away. This form of clarity is a cultural shift, a redrawing of the lines between what is private and what is public. Transparency is one of the key big business themes through the visualization of previously invisible data. We have no option but to embrace, if not celebrate, the truth and what is real.

FULLFRONTAL TRUST

CONNECTION

EDUCATE

Flawlessness within corporations is an illusion; isolated negative reviews don’t kill brands. In fact, people’s trust in positive reviews increases when appearing alongside the negative reviews.

The open kitchen concept can be attributed to the increased interest in food culture, as well as a desire to connect with the process and art of creating food.

The strictly e-commerce brand Everlane, a company selling well-made and well-priced basics, used their pop-up shop as a teaching opportunity.

68% of consumers trust reviews more when they see both good and bad scores. 30% suspect censorship or faked reviews if there are not any negative comments or reviews.

“(It) allows people to actually see their meal being created, which follows our philosophy of reconnecting people with their food,” Dave Swanson, executive chef.

Each item was subjected to radical transparency as it includes a hang tag disclosing the origins and cost creating the opposite of sticker shock. June, 2014.

THEDRIVERS I. MIRRORS The mirror is an object that reflects only what is real; a tool that stirs the spirit of self reflection. The role of perception in the development of the human psyche is highlighted throughout the Full Frontal trend.

II. BRIGHT SPOTS Bright spots reveal the evolution of a day. As humans we are internally evolving constantly. These portions of sunlight range from slight slivers to large masses and depict natureâ&#x20AC;&#x2122;s slow transition; a picture mimicking how humans develop.

TRENDDNA Angular Detailed Off-Centered Exposed Encompassing Layered Clarity Linear

PROBLEMSTATEMENT

URBANNOMAD is a contemporary line constructed from quality fabrics containing unique intricate details providing the adventure-seeking woman constantly exploring unfamiliar venues with a wardrobe that caters to the range of emotions corresponding with perpetual cultural adjustment.

PERSONALJOURNEY January 2013 4

February 2013

March 2013 25

April 2013

JAN 4

JAN 7

FEB 4

FEB 25

MARCH 12

APRIL 26

Flight from Columbus, OH to LaGuardia

First day of work at Diane von Furstenberg

First three weeks of work and living in a new city

Continuing work

High work expectations

Last weeks living in the city before returning to school

Anticipation

Excitement

Out of Control

Adjusting

I Can Do This

Accomplished

New York is my dream city

I am honored to work here

Severe stress Loss of appetite Loneliness Loss of sense of self Second guessing

Manageable routine Making friends Investing time

Attainable routine Proud of accomplishments

Enjoying work Confidence in career Molded but not changed Relieved to have survived

CULTURALADJUSTMENT HONEYMOON

HOSTILITY

ACCEPTANCE

HOME

Exhilaration. Anticipation. Excitement

Frustration. Anger. Anxiety. Fear

Relaxation. Relief. Comfortable

Adjusted. Safe. Home.

Fascination of the new Embarking on a “dream come true” Eagerness to please

Initial anticipation followed with confusion + frustration “Is this where I belong?” Rejection of environment

Smile at minor mistakes that would previously cause headache Ability to attain needed information Progress has been made within the unfamiliar

A feeling “at home” within the new culture Acclimated to the norms and standards Commended for the ability to live successfully in old + new cultures

THEFACTS The percentage of college graduates moving to a new city and creating a new home has increased dramatically. 25% more young college graduates live in major metropolitan areas today than in 2000 and about a million cross state lines each year. This change leads to culture shock: the occupational disease of the people who have been suddenly transplanted abroad. To survive in a new world requires open mindedness, communicativeness and ultimately a strong sense of self.

TARGETMARKET A fearless, well-dressed warrior with a sensitive heart Constantly craving change and spontaneity Fueled by open-minded curiosity Finds unfamiliar situations a thrilling adventure Deeply rooted values and firm beliefs, yet respectful of people with opposing views Never afraid to ask questions Constantly trying to understand people and ultimately, herself A master of traveling to foreign cities, finding normality in the feelings of anxiousness and frustration Finds failure as just another opportunity to learn Patient with herself, as sheâ&#x20AC;&#x2122;s constantly adjusting She is her own best friend

TARGETPERSONA Blaire is a 21 year-old Architecture major at Auburn University, a college located in rural Auburn, Alabama. Her enrollment in a top-ten undergraduate program in the country provides the opportunity of a semester abroad studying at The Bartlett School of Architecture in London, England. Her best friend Ava describes Blaire as ‘an adventurous spirit; a curious sponge soaking in the inspiration this foreign city provides.’ She views her body as a canvas to display her passion for bold architecture. Paper Tower, a cone shaped structure in South Bank Centre, London, is a true representation of Blaire’s admiration of angular and crisscrossed lines. The transition from small-town college life to a complete submission into a busy city has pushed Blaire to blossom into a true independent woman. One month into the move, Blaire is experiencing an array of emotions and severe culture shock as constant adjustment to this new norm.

COLORSTORY

moondance

charcoal heather

silver bells

shining armor

cracked slate

blackhearth

THEMATERIALS

leather #305998 content: 100% lambskin leather

solid boucle #FW12074 content: wool

textural polyester neoprene #305630 content: 100% polyester

metallic boucle #302759 content: 43% acrylic, 31% nylon, 26% acetate

silver boucle #300318 content: 30% polyester, 10% silk blend, 24% wool, 29% cotton

silk #306009 content: 100% silk

gossamer chiffon #303177 content: 100% polyester

ne ym

URBANNOMAD

Ex An hilar Ex ticip ation cit ati . em on __ en . __ t. Fa __ __ sc __ A â&#x20AC;&#x153; ina __ dre tio Ea n a ge m c of t rne om he ss n to e tru ew ple eâ&#x20AC;? as e

THEBRANDING All URBANNOMAD purchases will include three tags. The bottom tag includes information on the cultural adjustment stage the garment represents. The middle tag depicts the URBANNOMAD logo. Finally, the overlaying tag is translucent plastic and includes numerous folds representing the angular details within the entire line.

THECOLLECTION

URBANNOMAD

HONEYMOON Strong Bold Confident

HOSTILITY

ACCEPTANCE

HOME

Shielded Encompassed Hidden

Transparent Asymmetric Edgy

Lively Daring Fearless

HOSTILITY

Aggression Tank | $195

Animosity Jacket | $495

Antipathy Pant | $375

Blackhearth Textural Neoprene

Black Leather

Blackhearth Solid Boucle

100% Polyester

100% Lambskin Leather

100% Wool

00 | 0 | 2 | 4 | 6 | 8

Consent Jacket | $895 Silver Bells/Blackhearth Boucle 30% polyester, 10% silk blend, 24% wool, 29% cotton

ACCEPTANCE

00 | 0 | 2 | 4 | 6 | 8

Adventurous Top | $225

Audacious Vest | $495

Daring Pant | $695

Blackhearth Gossamer Chiffon Blackhearth Textured Jersey

Blackhearth Solid Boucle

Blackhearth Leather

100% Wool

100% Lambskin Leather

00 | 0 | 2 | 4 | 6 | 8

100% Polyester, 100% Wool

HONEYMOON

00 | 0 | 2 | 4 | 6 | 8

Bitterness Cape | $1195 Metallic Boucle 43% Acrylic, 31% Nylon, 26% Acetate

HOSTILITY

00 | 0 | 2 | 4 | 6 | 8

Acknowledgment Vest | $395

Admission Skirt | $595

Cracked Slate Textural Polyester Neoprene

Black Leather

100% Polyester

ACCEPTANCE

00 | 0 | 2 | 4 | 6 | 8

100% Lambskin Leather 00 | 0 | 2 | 4 | 6 | 8

Central Jumpsuit | $795 Metallic Boucle 43% Acrylic, 31% Nylon, 26% Acetate

HOME

00 | 0 | 2 | 4 | 6 | 8

Local Jacket | $1295 Silver Bells/Blackhearth Boucle 30% polyester, 10% silk blend, 24% wool, 29% cotton

HOME

00 | 0 | 2 | 4 | 6 | 8

HOME

Native Top | $295

Habitat Skirt | $595

Blackhearth Solid Boucle

Blackhearth Viscose Matte Jersey

100% Wool

Viscose, Elastane

00 | 0 | 2 | 4 | 6 | 8

HOME

Headquarters Top | $195

Dwelling Skirt | $595

Blackhearth Solid Boucle Black Leather

100% Wool / 100% Lambskin Leather

00 | 0 | 2 | 4 | 6 | 8

HONEYMOON

Resolute Top | $295

Gallant Jacket | $695

Aweless Skirt | $995

Silver Bells Silk

Black Leather

100% Silk

100% Lambskin Leather

Cracked Slate Textural Polyester Neoprene

00 | 0 | 2 | 4 | 6 | 8

100% Polyester 00 | 0 | 2 | 4 | 6 | 8

HOSTILITY

Enmity Cape | $895

Opposition Pant | $1395

Silver Bells/Blackhearth Boucle

Blackhearth Viscose Matte Jersey

30% polyester, 10% silk blend, 24% wool, 29% cotton

Viscose, Elastane

00 | 0 | 2 | 4 | 6 | 8

Approval Top | $795

Compliance Skirt | $995

Blackhearth Textured Jersey

Blackhearth Viscose Matte Jersey Gossamer Chiffon

100% Polyester

ACCEPTANCE

00 | 0 | 2 | 4 | 6 | 8

100% Wool, 100% Polyester 00 | 0 | 2 | 4 | 6 | 8

HONEYMOON

Eagar Top | $325

Daring Skirt | $495

Blackhearth Solid Boucle

Blackhearth Viscose Matte Jersey

100% Wool

Viscose, Elastane

00 | 0 | 2 | 4 | 6 | 8

THANKYOU