PINK
FALL 2015 RESEARCH + CONCEPT
THE CUSTOMER. SocialMediaInfluencers+HerWorld.
Her World
She is the quintessential cool girl looking to her favorite brands to provide her with the coolest and trendiest
pieces. She wants her clothes to express her personality, yet feel like she curated the look herself, while still looking cool and fashion forward of course. With the world at her fingertips, she pulls from all of her sources to mold her lifestyle and create her world.
Her Social Media Influencers
Who she follows inspires her style and her world. She is extremely influenced by pop culture and the world
around her to create her universe. She follows ...
- Instagram - fashion forward bloggers, friends, food bloggers, and her favorite brands.
- Twitter - witty tweeters (PrincessProbz, New York Blonde, etc), friends, favorite stores, favorite
restaurants, and pop culture gossip.
- Tumblr | Blogspot - fashion forward, as well as classic style blogs, food, and lifestyle.
- Pinterest - a unique, tailored and personalized space for her to look to for inspiration.
THE CUSTOMER. ShoppingHabits
Where She Shops
In Store: Zara, H+M, Forever 21, Urban Outfitters, Topshop, Free People, JCrew, and department stores
like Nordstrom.
- Budget-friendly additions at Target and TJ MAXX/Marshall’s.
Online: Nasty Gal, ASOS, and Etsy, and utilizes sites like Sassy Steals, Shopstyle, Polyvore, and MyHabit to
find discounted pieces - think Groupon for fashion.
When She Shops
She is continuously looking for that “one-off” piece she craves to own.
She loves shopping at key times throughout the year for closet updates.
In terms of Intimates: this is a blend between impulse and core purchases.
-Impulse buys are triggered by style, color/pattern, uniqueness, price, or the item “she didn’t know
she needed”.
What She Buys
Spring Break - cool tanks, swim, and her first warm weather cravings.
Summer - dresses, shorts, swim pieces, and lightweight easy pieces she can throw on.
Back To School - denim, basics, jackets, and a killer first day of school outfit.
Holiday - coats, sweaters, warm items, and things that sparkle.
PINK’S ROLE. Intimates
What She Wants
#1 Functionality
#2 Fit
#3 Style/Aesthetics
#4 Design Details (Straps, Materials, etc.)
#5 Color/Pattern
#6 Padding Level
- Price - parents are typically buying core, and she is purchasing fashion items herself. - Versatility > Convertibility - can she wear it multiple places and can it take her throughout the day? - She wants choices, options, and pieces tailored to her
What’s In Her Drawer? Core Layering Sport Panties Swim
INTIMATES. Unlined
Compression
Show Off Push Up
Longline
Padded
Strapless
Sport
Core
Layering
Lightly Lined
Bandeau
INTIMATES. Thong
Bandeau
Swim
Panties
Cheekster
Boyshorts
Triangle
WHITESPACEOPPORTUNITIES. Clear Matchbacks New Bra Silhouettes Sport to Street Expand Padding Variety
“Amount of Lift” Diagram Intimates Solutions/Accessories
BRING HER BACK FOR FALL. Fall 2015 Concept
KEY LOOKS.
PINK STANDS OUT. Color | Print | Graphics + Fabric
OPENMESH
NYLON|LYCRA|SPANDEX
HOLOGRAPHIC LIQUIDMETALLICS
COTTON+FLEECEMARLS
LEATHER
FALL 2015 CONCEPT. Outfitting