Arabian Nights

ARABIAN NIGHTS

4/30/2013

TREND ANALYSIS Kelsey White Lindsay Smith

Arabian Nights

Table of Contents Trend Segment Selections

2

Customer Profile

3

Trend Introduction

4

Trend Analytic Tracking

5

Trend Concept Board

7

Color Section

9

Fabric Section

10

Runway/Street Inspiration

13

Art Movement/Culture Heritage

16

Analytic Tracking-Trending

18

Technical Drawings

20

Conclusion

23

Works Cited

24

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Arabian Nights

Arabian Nights T R E N D A N A LY S I S

TREND SEGMENT SELECTIONS |  Seasons Selections: Spring/Summer 2014  Fashion Segments: Contemporary: Less expensive than Bridge – Style conscious. Some brands that may be interested in this trend would be Free People or Zara.  Gender: Female  Life Style: This trend would be pursued by those that are young professional’s who are young enough to keep up with trends, but old enough to be in the workforce.

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CUSTOMER PROFILE |  Gender of target customer: Female  Cohort group: Generation Y (1980s-1991) The cohort group our trend is aimed towards is generation Y. With the uprising trend of bohemian, our Arabian Nights trend takes an adventurous yet youthful twist on fashion. Generation Y will adapt to this trend with their desire for adventure, creativity, freedom, and travel.  Shopping habits both online and off for generation Y is constant and rising. With a rise of Ecommerce, stores, and websites are booming. This is attracting a youthful and free-spirited customer. Generation Y strives for vitality, but at the same time are brought back to their childhood with the Aladdin movie which ties to the Arabian Nights trend. Typical brands that appeal to the customer are Anthropology, Free People, Planet Blue, and Urban Outfitters.

According to a recent article in Destination CRM Magazine, "Ads targeting Generation Y should showcase family entertainment, independence, and escapism. Ads that are authentic, familyoriented, and unique work best when reaching out to this generation." (Leonard Kile, 2013). With the movie Aladdin coming out in Spring of next year, this could greatly influence the rise in our trend.  Characteristics of Generation Y:

 Why is the consumer ready for this trend?

The Generation Y consumer is thriving for adventure, individuality, and risk. The customer is optimistic and has a global perspective on the world, enhancing the trend idea of Arabian Nights which is inspired by Arabia. The Generation Y consumer will also be ready for the trend because the re-make of the movie Aladdin, Arabian Nights will hit theatres July 2014. The connection Generation Y has with the Aladdin movie from their childhood will bring them back to that specific time, allowing them to reminisce and enjoy an adventurous take of global enticement. Influences that sway shopping habits would be advanced technology use, global awareness, movies, peers, and social status.

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TREND INTRODUCTION |

Take a ride on the majestic magic carpet to Mecca, Saudi Arabia to explore the S/S 2014 trend of Arabian Nights. With the upcoming summer 2014 movie release of Aladdin - Arabian Nights, your customer will be ready and willing to adapt to this globally inspired, free spirit trend. Inspired by the Arabic lifestyle, Arabian Nights offers a rich, oriental feel retrieving spirituality and a longing for adventure. Traditional Arabic mosaic textiles including brocade, damask, girih, and myriad designs have the ability to take the consumer on an Arabic adventure. Patterns in fact symbolize the infinite, and therefore uncentralized, nature of the creation of the one God ("Allah" in Arabic). Opulent silk fabrics and tiraz embroidery give each garment character a global or gypsy feel. Details and trims such as Syrian tassels, Arabian coin embellishments, and tulip hemlines make their mark on the fashion world making the Arabian Nights trend unique and unforgettable.

Traditional Arabic silhouettes offer beautiful balloon pants, harem pants, kaftan dresses, and tulip hem pants. Feel like an Arabian queen in a Jallabah kaftan dress. In the earliest centuries of Islam, such a garment was worn by rulers and members of their entourage.

Engage in Arabian Nights by accessorizing yourself in body jewelry, chunky gold earrings, and coin jewelry. Objects such as the al-Qur’an, Arabic coins, cupola Arabic rooftops, genie lamp, holy book of Islam, and magic carpets inspire this seductive and tempting Arabian Nights theme.

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TREND ANALYTIC TRACKING | According to the Instagram and Lookbook charts, you will begin to notice that there are a number of people talking about Aladdin, Arabian, and harem pants which are all on track with our predicted trend for Spring/Summer 2014. Additionally, according to the customertrendinglog.com chart, Generation Y consists of 1.7 billion people throughout the world. Most of this generation grew up watching Disney movies, one of them being Aladdin. Arabian Nights ties in with the Aladdin theme, and now will tie in with the remake of Aladdin coming out next year. This proves that the Arabian Nights trend will hit home when introduced in Spring/Summer 2014. Because Generation Y consists of such a large number of people, it will prove to be quite a successful trend.

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Trend Analytic Tracking Charts Cont.

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TREND CONCEPT BOARD |

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Trend Concept Board Inspiration Take a trip on a magical carpet ride where you are sent on an adventure through a desert paradise.

There, you will find beautiful tapestries, exotic creatures, gold details, and magic lamps. Do not be alarmed if you come across a quirky genie or two. There, you will be able to enjoy the beautiful seductive gem colors that mimic a landscape in an Arabian Desert right after the sun has set. As you fly through a country full of allure and beautiful fabrics, you will begin to be enveloped by the culture and ways of life.

Our concept board for Arabian Nights gives you just a glimpse of some of the beautiful accessories, Arabian garb, architecture, colors, culture, fabrics, make-up designs, religion, and tapestries. Once you begin to notice the magic of this culture and its influence for our trend, you will fall in love with the colors and designs that we will be presenting to you in the following pages.

Our trend was influenced by the movie Aladdin and Arabian Nights. In the movie Aladdin, some of the characters wear loose fitting clothing with accents that can be found in the Arabian attire. One of the main pieces of clothing is harem pants which seem to be a trend that is becoming more and more popular lately. Some types of fabrics can range from chiffon, cotton, goat wool, imported textiles, to synthetics.

Men and women generally wear the same type of clothing, the men’s clothing being called a thawb or thobe, and the women’s clothing being called a kaftan. The major difference in clothing being, “… usually the textile or the style in which the garment was made which indicated whether it belonged to a man or woman” (Ross, 1987). In other regions, clothing is more form fitting. “In this more temperate land “[Sarawat Mountains], dresses are slimmer cut and the sleeves are fitted, yet the garment still drops easily over the head and is full enough to be worn by a woman throughout her pregnancy” (Ross, 1987).

Many garments include embroideries that are located in the front and around the hemlines consisting of gold thread. Gold accessories are often worn with garments. Though most women wear mostly black garments, at home their garments consist of appliqué, braid-work, embroidery, metal-thread work, and sequins.

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COLOR SECTION |

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Pantone 2623: Your Majesty Please

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Pantone 2735: Aladdin That

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Pantone 072: Copula Blue

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Pantone 4026: Parisian Blue

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Pantone 4825: Mecca Queen

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Pantone 4720: Genie in a Bottle

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Pantone 333: Magic Carpet Ride



Pantone 117: Coin Gamble

Explore Saudi Arabia in these rich, opulent colors that will take you to a luxurious destination. A wide array of colors ranging from deep Arabian purple, to cyan blue all reflect on the history of Arabian culture. Cobalt blue and shimmering gold are both drawn from the extravagant Arabian Copula buildings and paintings. Many handcrafted garments and handmade artwork goes back to historic Arabian culture, which this color range is drawn from. The blues and purples and also represent the beautiful Arabian summer sunsets that overlook the village. Take a journey in these rich; adventurous array of colors that will be sure to leave you feeling like you just stepped out of the movie Aladdin.

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FABRIC SECTION |

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Fabric Section

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Fabric Section Cont.

We based our fabric selection off of many designs you will find throughout the Arabian culture. Arabian architecture often has buildings with pointed domes. These pointed domes can also be found in decorative lamps. These Arabian, or sometimes called Moroccan lamps, are usually made of brass and are kept lit by oil. Both the architecture and lamps are gaudy in that they include flashy metal colors such as brass or gold. As you will see, they are covered in some sort of intricate design that has floral accents.

This flashy emphasis of metal-work is often found in Arabian garments. They will embroider a metal based thread around the hemlines and necklines and use it as embellishment and reinforcement for the hemlines. In comparison, you can find this design in some of the fabric swatches that we picked. At least two of the swatches that we picked have a design that mimics the shape of the pointed domes found in Arabian architecture and culture. Some of the other swatches include floral designs or prints that imitate the designs in architecture, art, culture, and even henna tattoos that are given as a marital tradition.

Floral designs seem to be a popular design amongst the Arabian culture. The floral prints are either dyed into the fabric, embroidered, or even formed with sequin details. We chose darker and more saturated color fabric to represent colors that would remind the wearer of night-time colors since our theme is Arabian Nights. Some of the fabrics have gold detail that represents some of the popular cultural elements of Arabian culture, as well as adding another dimension to the fabric.

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RUNWAY/STREET INSPIRATION |

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Runway/Street Inspiration Cont.

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Runway/Street Inspiration Cont.

With the Arabian Nights trend, this trend can mostly be found on the “street.” The veils that are worn by women actually predate Islam by many centuries. Veils were originally only worn by the rich and powerful, and subsequently in the second Islamic century they became popular. Veils were known to represent a status symbol and that is why prostitutes were not allowed to wear them. The veil did not become a common rule to abide by or wear until the tenth century. “By the second half of the nineteenth century, intellectuals, reformers, and liberals began to denounce the idea of women's protective clothing.

This group was sensitive about the advances western nations had made, and wanted to push their countries toward a more western-style society” (Reese, 2012). With the help of Qasim Amin, who wrote The Emancipation of Woman in 1899, women were in the beginnings of emancipation from all the harsh demands of society to act and dress a certain way. He stated that, “… such practices had nothing to do with Islam, but were a result of customs of peoples who had become Muslims” (Reese, 2012). Another person who was part of this reformation was Mustafa Kemal Ataturk who began to build a secular nation-state in 1923. He condemned the veil, and said that it was not only demeaning but a hindrence to the ways of life. He might have been an activist at heart, but he never actually outlawed the use of veils.

“Shortly after, in Iran in the 1930s, Reza Shah Pahlevi did, issuing a proclamation banning the veil outright. For many women, this decree in its suddenness was not liberating but frightening. Some refused to leave home for fear of having their veil torn from their face by the police” (Reese, 2012). The Rosa Parks of their culture who stood up for female equality were Huda Shaarawi in Egypt, Adila Abd alQudir al-Jazairi in Syria, Habibah Manshari in Tunis, and Ibtihaj Kaddura in Lebanon. Soon, veils became smaller and more triangular in shape. Often, women of some sort of Arabian decent will wear their veils in protest against Western culture or even to hide weapons. In the 1970s, there were demonstrations and sit-ins in protest of the accomodation of Western cultures and style of dress. Women that remaind unveiled were chastized, scorned, and called unchaste “painted dolls.”

Today, women still embrace their culture by wearing proper attire outside the confines of their own home.

Women are able to carry out business without any issues about dress codes when they are working.

Women’s Action Forum located in Pakistan is still fighting for the rights of women saying that women should be able to dress freely without society telling them what and what not to wear. One of the reasons for this form of dress is that it stops women from feeling objectified by men and they are able to freely walk around without men staring at them and treating them like sex objects.

Observing the history, culture, and street wear, we can use this information as inspiration to define exactly how our trend will be portrayed. Arabian Nights could be a trend that redefines the Arabian culture, it will push the limits, make it fashionable, and bring attention to the current issues that women are having to overcome in regards to how they should dress in public.

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ART MOVEMENT/CULTURE HERITAGE |

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Art Movement/Culture Heritage Cont.

The culture of Saudi Arabia is very much spiritual and sacred. Saudi Arabian culture mainly revolves around the religion of Islam. Islam's two holiest sites, Mecca and Medina, are located in the country.

Traditional values and cultural mores are held at high. The country's national dance is the Al Ardha sword dance, which is based on ancient Bedouin traditions. Belly dancing is another popular dance that is performed.

As far as fashion, foreigners are expected to follow traditional local dress wear customs in public places.

Women typically wear loose fitting skirts with hemlines that hit below the knee. In Arabian culture, it is crucial for women to conceal rather than reveal. Although they are covered up, women embrace bright colors and lavish material. Non-Muslim women living in Saudi Arabia must wear the abayah by law.

The kingdom of Saudi Arabia is an Islamic monarchy where Islam is the official religion that requires all citizens to be Muslim. Religious freedom is non-existent in this country, so the community is very much a tight knit family that embraces the Islam religion. Five times every day, Muslims are called to prayer from the minarets of mosques, which are scattered around the country. The Saudi culture lacks the diversity of religious expression, buildings, annual festivals and public events seen in other countries where religious freedom is permitted.

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ANALYTIC TRACKING – TRENDING | After analyzing the data from Instagram, Lookbook, Pinterest, Polyvore, and Pose’s style analytics; we can conclude that this trend is on track to influencing decisions for our target market, Generation Y.  Instagram  #aladdin: 130,568 photos  #aladdinpants: 317 photos  #Arabiannight: 2,054 photos  #ArabianNights: 8,899 photos  #Arabianstyle: 932 photos  Lookbook.nu  Aladdin: 62 looks clear  Aladdin Pants: 36 looks clear  Arabian: 43 looks clear  Arabian Nights: 11 looks clear  Harem Pants: 1,818 looks clear  Pinterest.com 37 pins

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73 pins

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Analytic Tracking – Trending Cont.  Polyvore.com 46 likes

101 likes

113 like

119 likes

 Pose     

Aladdin: 4 poses Arabian: 22 poses Arabian Night: 8 poses Arabic: 24 poses Harem: 175 poses

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TECHNICAL DRAWINGS |

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Tec hnical Drawings Cont.

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Tec hnical Drawings Cont. – Details, Silhouettes, Styles

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CONCLUSION | In conclusion, Arabian Nights is a staple trend that will take your consumer on the adventure of a lifetime with a rich majestic color story that stems from Arabia's historical culture. Your target market will be ready to take the journey they have always wanted. A wide variety of colors ranging from deep Arabian purple, to Parisian blue are rooted from the history of Arabian culture. "Aladdin That" blue and "Coin Gamble" gold are both drawn from the extravagant Arabian Copula buildings and paintings. Intricate handcrafted garments and handmade artwork goes back to historic Arabian culture, which this color range is drawn from. Arabian Nights is consumer friendly for Generation Y because they are optimistic, and ready for adventure and exploration. Arabian Nights is suited for a young female optimist from Generation Y with a global outlook that is striving for change and adventure. Although Arabian fashion is emphasized on concealing, the Arabian Nights consumer can balance out their expression by embracing bright colors and lavish material. Be ready to unleash your free-spirited gypsy inside while wearing the opulent fabrics, textures, and color scheme of Arabian Nights.

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WORKS CITED | "Countries and Their Cultures." Culture of Saudi Arabia. N.p., n.d. Web. 26 Apr. 2013. <http://www.everyculture.com/Sa-Th/Saudi-Arabia.html#b> "CQ Press: Current Events In Context: Terrorism." CQ Press: Current Events In Context : Terrorism. N.p., n.d. Web. 27 Apr. 2013.<http://www.cqpress.com/context/articles/epr_islam.html> Ltd., Kwintessential. "SAUDI ARABIA - LANGUAGE, CULTURE, CUSTOMS AND ETIQUETTE." Kwintessential.

N.p., n.d. Web. 28 Apr. 2013. <http://www.kwintessential.co.uk/resources/globaletiquette/saudi-arabia-country-profile.html> Reese, Lyn. Historical Perspective on Islamic Dress. N.p.: n.p., 1998. Women in World History Curriculum.

2012. Web. 20 Apr. 2013. <http://www.womeninworldhistory.com/essay-01.html> Ross, Heather C. "The Fabric of Tradition."Aramco World Sept. 1987, Volume 38 ed., Number 5 sec.: 2129. Saudi Aramco World. 2010. Web. 20 Apr. 2013. <http://www.saudiaramcoworld.com/issue/198705/the.fabric.of.tradition.htm> Saudi Arabian Cultural Mission to US. "SACM." Home. SACM, n.d. Web. 28 Apr. 2013. <http://www.sacm.org/> "Saudi Arabia in the Nineteenth Century [Hardcover]." Saudi Arabia in the Nineteenth Century: R. Bayly Winder: Book. N.p., n.d. 29 Apr. 2013 "Traditional Clothing." Traditional Clothing. Windsor Public Library, 2008. Web. 20 Apr. 2013. <http://www.canadianarabcommunity.com/traditionalclothing.php> "The Kingdom: Arabia and the House of Sa'ud [Unabridged, Audiobook] [Audio Cassette]." The Kingdom: Arabia and the House of Sa'ud: Robert Lacey, Frederick Davidson: 9780786106431: Web. N.p., n.d. 29 Apr. 2013.<http://www.pbs.org/wgbh/pages/frontline/shows/saud/cron/>

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