Julia Zheng Intro to Fashion Business Fashion Journal Fall 2013
Table of Contents Entry #1: Women’s Wear Daily – October 10, 2013 Entry #2: Business Week – August 8, 2013 Entry #3: Vogue – October 25, 2013 Entry #4: Fall 2013 Women’s and Men’s Apparel Entry #5: Target Trends Entry #6: WGSN Trend Reports Entry #7: Fabric and Color Trend Entry #8: WGSN Global Reports Entry #9: Visual Displays of 2 Retailers Entry #10: Catching Fire Fashion Trend Entry #11: Designer Collection Entry #12: Career Descriptions Entry #13: Fashion DONT’S Entry #14: 3 Career Opportunities
Entry #1: Women’s Wear Daily – October 10, 2013 “Amazon Launches Prestige Beauty Site” Amazon finally launched a prestige cosmetics beauty site with the Luxury Beauty Store. The site features 24 brands such as Burberry fragrances, Dr. Brandt Skincare, Nars, Jack Black, Dr. Dennis Gross Skincare, and more. Director of beauty and health & personal care Chance Wales claimed, “We have luxury shoppers… What we have been lacking is luxury brands, and we hope this is the first step to marry our customer’s needs with what brands expect in terms of displaying and selling their luxury.” The beauty site has a much cleaner layout and better visuals than the standard Amazon page. It is user-‐friendly and is easy to navigate through the products by content, brand, or category. This site is made to satisfy customer needs, and I think it will be successful. I have several online shopping experiences with Amazon; I always had a positive attitude towards the site because of their excellent customer service and broad selection of products. I think the addition of the beauty site is a great idea because it will help increase Amazon’s sales. Not only does the beauty site carry women’s fragrance, makeup and skincare, but it also carries men’s skincare products as well. Amazon made a smart move by adding men’s products because by doing so, they are broadening their audience and not constricting to only women. I am excited to browse the site and the merchandise. I hope this becomes successful, so Amazon can expand the beauty site and add even greater selection of brands.
Entry #2: Business Week – August 8, 2013 “At ModCloth, Vintage Fashion Goes Mobile”
ModCloth was co-‐founded by couple Eric and Susan Koger in
2002. Not long ago, the retro, geek-‐chic site, ModCloth, which sells vintage-‐inspired clothing, has gone mobile. Customers buying Modcloth dresses, skirts, and tops through their iPhone or iPad apps visited six times as often and would spend more than twice as much on a purchase than those using their formal website. Eric, the chief executive officer, says ModCloth’s sales hit over $100 million in 2012 and will rise over 40 percent this year. Their key to success is the clear division of labor; Eric does tech and Susan does fashion. Also, ModCloth is constantly collecting data from visitors of their website and social networks to evaluate and see which products were a big hit. The company encourages their users to give them detailed feedback, so the designers can incorporate different colors and silhouettes into future products.
ModCloth has so many business-‐savvy people; there is no
surprise they are so successful. They are striving to make it easy for their audience; they are smart about it. We live in such a technology based society; I think it is great that ModCloth is expanding beyond their website and gaining more clients through mobile apps.
Entry #3: Vogue – October 25, 2013 “Fur Real: The Practicality of a Fuzzy Purse”
The article, “Fur Real: The Practicality of a Fuzzy Purse” discusses the topic of
small, fur handbags and clutches. Vogue’s Senior Accessories Editor, Rickie De Sole says, “For so long, fur has this connotation of being old and stodgy… But I think there are so many fun ways to wear it right now.” Many people are not fur friendly because they think it is outdated, but it is actually coming back in style. Many designers such as Fendy, Jimmy Choo, and Phillip Lim are coming out with chic, handy clutches with fur. The design is practical and the fur is short, so it does not become a magnet for dust. For a more casual style, designers came up with fur shoulder bags; it is useful for those who carry everything from laptops, iPads, and notebooks in their handbags. Then of course there are the options of the evening fur clutches for a fancy dinner date. No matter what occasion, nothing can go wrong with a furry clutch.
Although I am not a huge fan of fur, I have to admit there were lots of furry
designs on the runway for Fall 2013. Everything from fur jackets, fur trimmings, fur vests, and even fur clutches. The fur clutch that caught my eye was from Karl Lagerfeld’s Chanel Collection; it was a small, white, short-‐furred clutch. It looked super chic on the runway. The fur clutches are becoming more accessible to the mass market as well, so everyone can get a hold of one. By no means am I saying fur will overtake jewels or studs, but it is definitely the trendy item in the fashion world.
Entry #4: Fall 2013 Men’s and Women’s Apparel
While looking through the men and women’s apparel from the Fall 2013
Collection, I saw new trends and also recognized some trends from Fall 2012. The color palette for the Fall 2013 Collection for women consisted of black and white contrasting colors and cotton candy colors such as pastel pinks, greens, yellows, and blues. The cotton candy pastel colors were mainly used for outerwear. Womenswear consisted of boyfriend fit outerwear, fur coats, leather jackets, masculine patterns, metallic, and trench coats. The Fall 2013 Menswear contained black hues, fitted and patterned outerwear. Black is the main color of the season; there was everything from black leather jackets, black trousers for men and women, black dresses, and even black suits for men. Fall 2012 Womenswear had oversized coats, brocade designs, matching suits, peplum tops and jackets, fur-‐incorporated pieces, leather jackets, color blocking, and patterns. Most designers incorporated black leather into their collections, whether it was leather jackets, skirts, pants, or just leather accents on a tee. Instead of using only black for leather, designers explored by using colors like burgundy, brown, and navy for Fall 2013. Also, designers used minimal fur pieces for the Fall 2012 collection unlike the designs for 2013 where fur was used on coats and vests to make a statement. Fall 2012 Menswear is consisted of black hues, chunky sweaters, leather jackets, and oversized outerwear. Menswear changed significantly from oversized to a more fitted, tailored look. By comparing and contrasting the Fall 2012 and 2013 Collection, I realized once again that fashion trends are always changing and evolving.
Fall 2012
Ready-‐to-‐Wear
Fall 2013
Ready-‐to-‐Wear
Entry #5: Target Trends
I visited the Target on State Street and looked at all the furniture,
bedding, kitchenware, and clothing and found similar trends among these soft and hard line merchandise. The first trend I saw was the dark reds, browns, and blacks and then there were also the pinks, yellow, oranges, and blues. There were lots of black brown furniture such as chairs, desks, and frames. I saw a lot of red, burgundy, and maroon for bedside and sofa pillows; there were hard line furniture like bedside lamp stands and closet drawers. The pinks, yellows, oranges, and blues were mainly used for pillows, clocks, and bed sheets. There was also a pattern trend. I spotted a lot of chevron print from pillows, clocks, room decorations, and apparel. Chevron was the dominant pattern, but there were other unique patterns also. Lastly, there were lots of vintage-‐ inspired clothing, furniture, and home decorations. There were rustic chairs, drawers, desks, lamps, kitchenware, silverware, canvas decorations with inspiring messages, picture and mirror frames, and clothing. Overall Target had a wide range of unique trends and designs. Despite the big store with two floors, it was a worthwhile to explore and see what Target offered to their customers.
Entry #6: WGSN Trend Reports I searched WGSN to see if there were any trend reports on the trends I saw at Target. According to WGSN, raisin red, also known as burgundy, is a dominant color for A/W 2014 Collection. Although it is still early, target has already started to bring maroon into their designs. The brighter pinks, yellows, oranges, and blues are stated to be trendy in 2014. The red-‐orange was a prominent color at trade shows. The pinks are to be seen in denim, casual fabrics, jersey, and knits with the emphasis on historic qualities while looking into the future. Yellows, compared to the others, are not as trendy, but individually continue the trend for clear, strong tones. Also, WGSN did not specifically say that vintage will be an upcoming trend; but there are definitely lots of pattern works and unique furniture. Not quite vintage, but there are materials and textures that mimics vintage. All the pictures above are examples of what one would see at Target. They have a wide range of hardline products, all practical and beautifully designed.
Entry #7: Fabric and Color Trend
Flannel, fur, metallic, and leather fabrics are the current Fall 2013
fabric trends. Flannel is mainly used for button up shirts because they are warm and sturdy. I have seen many flannels and it really is a staple for the fall season. Fur is once again a big hit this year, there are many fur coats, vest and even sweaters with fur trimmings. Roberto Cavalli, especially, designed different color blocking fur outerwear. Also, metallic, which was popular during the summer has still remained on trend for this season. Metallic pieces are combined into sweaters, graphic tees, and even outerwear; it is perfect to pair with basic everyday wear since it adds character and style. Last but not least, leather jackets, outerwear, separates, and footwear with leather compartments were all over the runway especially in designer collections such as Philip Lim, Burberry Prorsum, and Givenchy.
Another important element for apparel is color. There are two
different color groups for Fall 2013, the dark bold and the cotton candy pastels. The dark bold colors are burgundy, gray, and black, and the cotton candy pastel colors are pastel yellow, pink, and blue. There were also many garments with a black and white contrast; it was a popular look this year.
Metallic
Flannel
Leather
Fur
Burgundy
Pastel Yellow
Black
Pastel Pink
Grey Pastel Blue
Entry #8: WGSN Global Trends
I reviewed the predominant trends for A/W 2013 Collection in
Shanghai, Hong Kong, and London. For the 2013 collection, Shanghai’s trends were inspired by menswear, sports, media and the city life. There were novelty sweatshirts, long-‐line blazers, bold shirts, cropped trousers, midi skirts, relaxed jogger pants, and oversized denim jackets on the runway. All apparel had contrasting colors, denim, or leather detailing. The overall color scheme included cobalt, burgundy, red, and black. Another Asian country, Hong Kong, had an entirely different trend including key items like the rectangular long coat, cocoon coat, and biker jacket made with leather, faux fur, and fleece. The key details are draped necklines, oversize coats, and elevated shoulders. The dominant colors included black and white contrast and patterns, leopard print, and cobalt blue. Lastly, in London the 90s sportswear continues to be a key styling influence. Many created the contemporary sports looks by teaming elevated basics with 90s inspired jewelry. Key pieces include jersey tops and sweatshirts. Most trends seen in Shanghai, Hong Kong, and London are also seen here in America. Oversized sweaters and coats, leather and patterned pieces, as well as bold colors such as black, burgundy, and gray are all incorporated in the
American fashion market. Many stores from high end to mass markets carry cozy oversized sweaters and coats. Leather jackets are mainly found in high-‐end department stores like Nordstrom, Neiman Marcus, or Bloomingdales. Alternative faux leather jacket options are sold at stores like Forever 21 and H&M. It is fascinating to see that fashion is so universal, and no matter where in the globe you may be, everyone can somehow be connected through fashion.
Entry #9: Visual Displays of 2 Retailers
The first retail store I visited was Zara. One thing that caught my eye was the simplicity of Zara’s visuals. There were minimal mannequins and had a black, white, grey color scheme. Unlike others retailers like H&M, Forever 21, or Sears, where they display some sort of Christmas tree, gift box, or light decoration; Zara holds true to their brand and put in small accents of red to celebrate the holidays. I was not able to take pictures of the displays inside the store, but all mannequins were well dressed and the clothing seen on the mannequins were either folded or hung near the area. I personally like the chic, not overly done, window displays; it shows what Zara stands for.
I rarely shop at Anthropologie, but I decided to go to take a look at their awesome displays. The moment I walked in, I felt like I was at a beautiful home gallery, not a retail store. Every way I turned, there was something interesting and unique about the layout. Everything from clothing, accessories, home décor, and kitchenware was telling a story through their visuals. There were a few Christmas trees decorated with beautiful ornaments, snow, vintage chairs were spread out across the store, and lastly the beautiful ceiling displays (shown in the bottom left photo). The ceiling displays really caught my eye the moment I stepped foot into Anthropolgoie. All the visuals were so well though out and it definitely made a statement.
Entry #10: Catching Fire Fashion Trend
I recently watched the most anticipated movie of the year, The
Hunger Games: Catching Fire. As much as I love the storyline and characters, I was mostly ecstatic to see the eye-‐popping costumes. The main character, Katniss Everdeen, wore multiple extravagant eveningwear dresses including pieces from Alexander McQueen, Nicholas K, and Juun J. Katniss also wore ensembles of later-‐cut leather and streamlined silhouettes. Another character with outrageous costumes was Effie Trinket. Effie wore head to toe in avant-‐garde pieces and looked absolutely stunning. Through this film, leather will be another big trend, as well as clothing with structured silhouettes. Also, bright, bold colors seem to be making a fashion statement. Catching Fire went above and beyond my expectations; everything from fashion, makeup, and hair were more than what I could have imagined.
Entry #11: Designer Collection
Celebrity fashion stylist, Rachel Zoe, has been involved in the
fashion industry for nearly two decades and is an extensive influence in the fashion world. In 2011, Rachel Zoe released her first contemporary collection of apparel, footwear, and handbags. Rachel Zoe is one of my greatest inspirations, so I chose to review her Spring/Summer 2014 Collection. This collection focuses mainly on the classy and sophisticated woman who wants hints of fashion-‐forward trend pieces to add to her look. By using exotic embossed materials and feminine trims, Zoe was able to create a worldly contemporary look. I loved all her designs and ended up selecting six of my favorite pieces from her collection. The first piece is a beautiful pastel pink, floral lace dress. It is very feminine and can be worn for casual days or a Saturday night out. The second piece is an all black ensemble with leather shorts and jacket. The next piece is a grey, ¾ sleeve coat with white trimming. The next two are white and denim ensembles. Lastly, she has a patterned coat paired with a simple white tee and black leather trousers. I love that Rachel Zoe designed such stylish and wearable apparel. Her clothing can be found in Department stores such as Nordstrom, Neiman Marcus, and Bloomingdales.
Rachel Zoe Spring/Summer 2014 Collection
Entry #12: Career Description 1. A fashion designer is a person who creates an idea and produces a design based off of that idea. They produce designs for the haute couture, designer ready-‐to-‐wear, and high street fashion markets. Designers should always be up to date on the latest fashion trends including fabrics, colors, and shapes. Also, they need to know their target audience (who they are designing for) and design clothing suited for their demographics. Not only do designers need artistic skills, they need communication skills as well. Designers will constantly work with other members in the design team and giving them different tasks to work on. Designers are involved in every step of the planning and developing process. 2. A retail buyer is responsible for planning and selecting a range of products to sell in retail outlets. Buyers need great analytical skills, decision-‐making skills, math skills, and negotiating skills. Retail buyers will be analyzing consumer buying patterns and predict future trends. They need to maintain relationships with existing suppliers and negotiate with new suppliers for future products. Buyers need to have great math skills because they need to work around their financial budgets. Lastly, buyers must consider the
customer demands, including price, quality, and availability, and also get feedback from customers. By fully understanding customer needs, they are able to maximize profits and provide a wide selection of merchandise at competitive prices. 3. A product development manager manages existing products as well as creating and integrating new products. They research and monitor existing client base and identifies potential new product opportunities. A development manager needs to exceed in communication skills because they work with other departments to establish the design, product development, and vendor strategy. Also, they need to understand the market and their problems and find innovative solutions to broaden their market.
Entry #13: Fashion DON’Ts
Heidi Klum wore a bizarre outfit for Germany’s Next Top Model Finale. This matching glittery blazer and flare pantsuit does nothing for her beautiful figure; it actually makes her look bigger than she actually is. Also, black tube bra underneath the sheer top does not help either. The overall silhouette and design is unflattering. Beyoncé wore this black Givenchy gown to the Met Gala. This tight see-‐ through lace gown accentuates her short height. The bottom of the dress is covered in purple feathers and does not go with the overall lace design. The mermaid silhouette is flattering on her body, but the purple feathers and the long sleeves make her look suffocated in the dress. Singer and actress, Ciara wore this Emilio Pucci tight brown dress to a concert. Ciara’s body fits perfectly in this dress, but it is way too revealing. The slits around her chest area are way too exposed. The color goes well with her bronzed skin, but due to the overly cut slits, this dress is a no-‐go. Actress Sarah Jessica Parker wore this gold Chanel piece to the Oscars. SJP has a beautiful figure, but this poorly tailored dress does nothing for her body. This shapeless dress is way too boxy for her petite figure and the awkward strap across her collarbone only makes it worse. Also, the silver ruffles on the chest adds nothing but sloppiness to the overall design of the dress.
Entry #14: 3 Career Opportunities
My three possible career paths are a fashion stylist, buyer, or an owner of a
boutique. My first choice is becoming a celebrity fashion stylist. I think I am a great fit for a stylist because I enjoy putting outfits together; I want to put on my creative hat and style people with different backgrounds, interests, and careers. It is a challenging job since I need to fully understand what my clients’ needs are, but I know it will be rewarding at the end when I put the perfect outfit together. I also love that stylists get to build long-‐term relationships with their clients unlike some other independent jobs. Lastly, stylists are never doing the same tasks; everyday is different and that is the lifestyle I want. I get easily bored of performing the same scheduled tasks; I like to be on my feet and am constantly seeking to do new things to further my career. My second choice is to be a buyer. In order to be a buyer, one must have great analytical and decision-‐making skills, which I believe I have. Also, I am a smart shopper, so I think I can use those skills when I purchase merchandise. Just like a stylist, buyers always have a different schedule everyday, so that is perfect for me. Lastly, I would like to be an owner for a boutique somewhere in Chicago or New York. I always wanted to start my own business; by opening a boutique I am putting my business and fashion mind into one. I am responsible, organized, and hardworking, and I think if I were to open up a store then I would succeed. Everything about fashion is exciting to me, and I truthfully do not mind what I do as long as I am a part of the fashion industry.