ANTHROPOLOGIE
Morgan Lecce
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Anthropologie Anthropologie is a lifestyle brand that conveys a sense of beauty, adventure and inspiration to their customer. The product assortment and store environment are both charming and distinctive that connect to the customer emotionally to the brand (Anthropologie, 2016).
Competitive Challenges One area Anthropologie could really benefit from is to offer a brighter, more vibrant color palette. Moving away from their subdued, muddy palette would target a larger market and bring new assortment to excite customers. The new additions to their already successful line will widen the gap between Anthropologie and their competitors, Banana Republic and J. Crew. Banana Republic offers contemporary classics and polished workwear whilst J.Crew offers a mixture of casual wear and designer pieces. Both competitors present bold and vibrant colors as well as an assortment of casual dresses, tops and jackets. Aviary Sanctuary provides an assortment of in trend styles along with the brighter color palette.
Infusions of New Trends Taking pieces from the following trends give Aviary Sanctuary what it needs to be successful and the appeal to Anthropologie’s customer. From the WGSN trend Serenity, the brand would benefit from its sophisticated aesthetic, silhouettes and parts of their soft
feminine tones (“Design Concept Spring/Summer…,”2015). This would allow their customers more options in style, occasion and colors. WGSN’s Edgelands displays a free spirit vibe that goes along with Anthropologie’s already bohemian style (“The Textiles Forecast...,” 2015). Ruthless Whimsy combines soft ruffles with hard structured garments to create a new look on romanticism (Cordery, 2016).
Comprehensive Outlook The line includes 3 tops, 1 pair of jeans, 1 skirt, 2 dresses and 2 light jackets. All garments are able to be mixed and matched however the customer may choose. The size range goes along with Anthropologie’s current sizing. The size ranges are from XS – XL and numerical sizes for denim from 24 – 32. The fabrics included in the collection are similar to Anthropologie and comply with the store’s usual budget. The main fiber contents include cotton and polyester with the pair of denim jeans being 100% cotton. Also included is a fine wool blend, a gorgeous lace and a crisp lining for the jackets. After quick costing the fabrics and garments, it confirmed that the collection could maintain Anthropologie’s retail prices whilst staying within the target fabric budget.
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Six Month Plan & Distribution Analysis The six-month plan designated a total of $59,757 planned retail purchases for the season and $22,814 for the month of May. Since no store is alike, they never receive large quantities of any given styles. Aviary Sanctuary includes 9 items, all of which are able to fit in the Chelsea Market’s New York store and their budget. The style distribution is mainly focused on tops, dresses and light jackets/coats. Tops were chosen for as a main focus because according to Mintel’s 2015 report on women’s clothing it was the top item bought by women consumer’s year round (Smith, 2015). As for the dresses being the second main focus that was determined by the brand as well as their website. Anthropologie’s website displayed a large amount of dresses for the Spring/Summer season than pants. Jackets/Coats were the third main focus due to research on the brand’s website and the actual style of the items. For the size distribution of the Spring/Summer 2016 collection, small, medium and large are the most purchased leaving x-small and x-large leftover. Being that Anthropologie’s customers tend to be health conscious the sizes S & M would be the most popular. Denim jeans are the second most bought item of clothing from Women in 2015 (Smith, 2015). Comfort reigned in a study as being the most important characteristic when shopping for new clothes which gives reason to include denim in the collection.
Through researching color and trend reports as well as Anthropologie’s color palette, there seemed to be absence of brighter and dark rich tones in the brand’s assortment. Anthropologie tends to stick with a muddy tinted colors that don’t always appeal to all their customers because not everyone’s skin complexion is the same. Since these tones and patterns are targeting customers looking for something similar, they are all distributed somewhat equally.
Purchase Order The purchase order contains all 9 items offered in Aviary Sanctuary along with meeting the retail purchase budget of May for the Chelsea Market New York store. Out of the OTB budget of $22,814, a total of $22,742 was spent, leaving $72.00 remaining. To conclude, the Aviary Sanctuary collection possesses the ability to offer more casual dresses, tops and jackets all while supporting the S/S 17 upcoming trends and stay consistent to Anthropologie’s brand image.
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Project I: Market Research
The Brand
Company Profile
Anthropologie began in Wayne, Pennsylvania where its first store was opened in 1992. The mission statement of Anthropologie is “Lifestyle merchandising is our business and our passion. The goal of our brands is to build a strong emotional bond with the customer (URBN INC.,2016).”
Anthropologie is one of five lifestyle retail brands under the publicly held corporation URBN Inc. (who is also known as Urban Outfitters). Headquartered in Philadelphia, Pennsylvania URBN Inc. officially began in 1976 and currently operates under Anthropologie, Urban Outfitters, Free People, BHLDN, and Terrain (URBN INC., 2016). Of the five subsidiary brands, Anthropologie is the highest earning segment accounting for 42.6% of net sales for URBN Inc. (CSIMarket, 2016). Currently there are over 218 stores operating around the world. There are 197 in the United States, 12 in Canada and 9 in Europe (URBN Outfitters INC., 2016). Financial Performance for URBN. INC $185.25M $2.47B
$237.31M $2.79B
$860.54M $1.03B 2012
2013
Gross Profit
$282.36M $232.43M
$224.49M
$3.09B
$3.32B
$3.45B
$1.16B
$1.17B
$1.2B
2014
2015
2016
Gross Revenue
Net Profit
Figure 1: The overall financial performance of URBN INC. for the past five years.
As shown in Figure 1, the corporation has steadily risen in financial performance. In fiscal 2015, net sales increased by 7.7% reaching $3.3 billion compared to $3.1 billion in fiscal 2014 (“Hoover’s Company…,” 2016).
Anthropologie’s target consumers are women between the ages 28 – 45 who live relatively stable lives. She desires a unique high quality look, is well-read and well- traveled. Former Executive and Urban Outfitters CEO, Glen Senk says “she gets our references, whether it’s to a town in Europe or to a book or a movie. She’s urbanminded. She’s into cooking, gardening and wine. She has a natural curiosity about the world…” (Labarre, 2002). Product assortments include women’s clothing, shoes, beauty, home furnishings and an array of gifts and decorative items. According to URBN Inc. 2016 annual report, the unique merchandise offered is designed and developed directly from the brand as well as from national third-party brands. The report also stated that buyers manage to stay in touch with customers through trade shows and social media thus staying up to date with new trends and evolving tastes. URBN Inc. depends heavily on international sourcing. The company purchases merchandise from an array of foreign and domestic vendors as well as third party manufacturers. In 2016, merchandise was purchased from over 5,000 vendors (“United States…,”2016).
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Competitors The two main competitors of Anthropologie are J. Crew and Banana Republic. All brands share a close target market age group between 25 - 40. J. Crew is a specialty retail, founded in 1983 and offers an assortment of timeless apparel to women, men and children (J.Crew Group Inc., 2016). Banana Republic is another specialty retailer, acquired in 1983 and offers versatile contemporary apparel and accessories for both men and women (Gap Inc., 2016). Below is a chart showing the net sales of 2015 (see Figure 2) between Anthropologie and its two competitors J. Crew and Banana Republic. Company Sales Comparison 2015 $2.15B
Figure 3.1: J.Crew assortment; price range $78 $365.
Banana Republic (see Figure 3.2) is Gap Inc.’s luxury brand. They evoke positivity and optimism in their design. Their consumer’ style has a modern interpretation on classic fashion that expresses confidence and comfort. Like Anthropologie, they provide a mixture of pieces for both the work environment and social outings (The Gap Inc., 2016).
$1.38B
Figure 3.2: Banana Republic assortment; price range $54 - $698.
$2.66B Anthropologie
are their basic silhouettes such as pencil skirts, fitted blazers, sheath dresses, etc. Their consumers’ style is classic sophistication for the work place (J.Crew Group Inc., 2016).
Banana Republic
J. Crew
Figure 2: The sales comparison of Anthropologie and their competitors.
Product Comparison J.Crew (see Figure 3.1)is known for their superior quality and strength in design. They offer exciting, vibrant colors and patterns that are up to date with the current trends. The company produces classic workwear pieces that can easily be mixed and matched with the customer’s wardrobe. The most popular pieces
Anthropologie (see Figure 3.3) is competing with Banana Republic and J.Crew with their own classic workwear staples with much trendier details and silhouettes. Currently, Republic is threating Anthropologie with their slightly lower price points on most of their assortment. This attracts Anthropologie’s consumers who are on a budget or suffering from the recession.
Figure 3.3: Anthropologie assortment; price range $98 - $218.
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SWOT Analysis Strength à Loyal Customer Base à Strong Brand Name
Weakness à Limited Advertising & Marketing
à Unique Products
à Small Target Market
à Designer Collaborations
à Geographic Concentration
Opportunity
Threats
à Globalization
à Rise in Transportation Costs
à Increase Advertising
à Strong Competition
à Expand Social Media
à Economic Down Turn
Presence
S
W
The little to no advertising strategy sets Anthropologie apart from their competitors, however it can still be found as a weakness. Advertising allows companies to reach a wider range of customers, bringing in more sales. The brand only targets women which leaves their target market even smaller.
External Factors
à Rising Minimum Wage Costs
Positive
Anthropologie has many customers who are loyal to their brand and do not support their brand’s competitors. The brand has also established a strong brand name by being a part of an incredibly successful URBN Inc. They offer unique products that are carefully thought out and designed especially for their target customers altogether enhancing the entire shopping experience.
Internal Factors
Negative
O
Anthropologie has expanded worldwide, but only in the UK and France. By expanding their locations in Europe, they would reach a larger market therefore increasing their brand awareness. Even though Anthropologie does not advertise, they can still engage with their customers by increasing their social media presence.
T
The competitors of Anthropologie are strong. They have similar styles and target the same customers. They have also began offering similar items between brands at a lower price. Transportation costs can begin domino effect - when fuel prices rise transportation costs follow and the main people affected by this are the customers because that means the price of goods rise meaning less sales for retail companies (Murray, 2016).
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Project II: Line Development
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Target Customer Meet Anthropologie’s target customer (see Figure 4) Amelia Johnson. She’s a 26-yearold young woman living in New York City in a single apartment with her cat Daphne in Figure 4: Amelia, the Chelsea. She Anthropologie customer. works as an Assistant Product Development Manager for Ann Inc. and earns around $70,000 annually (Glassdoor,2016). Amelia obtained a BA in Fashion Merchandising, a minor in International Business and French from Kent State University in Ohio. Upon graduating she moved to NYC to begin living her dream filled with fashion and traveling. Her work consumes around sixty hours a week including additional hours outside the office from time to time. Amelia enjoys shopping and thrifting, social outings, DIY projects, yoga, old fashioned movies, cooking, reading and her tabby cat. On occasion, she’ll browse local flea markets or thrift stores in search of unique and vintage pieces to restore for her apartment. On the weekend Amelia enjoys shopping at the fresh food market for groceries to prepare her meals for the week. She’s a complete foodie who loves trying new recipes and hosting small dinner parties with her closest friends. When she has down time she catches up on her TV shows, sings duets with her cat Daphne or cozies up in bed with a good book.
Amelia shops regularly at Anthropologie’s 75 9th Avenue location in Chelsea Market. At this store, she’s a regular because of the engaging employees and short walk from her apartment. She tends to visit 2-3 times a week to browse any new selections or sales going on and spends anywhere from $100 $350 a visit. When she isn’t shopping at Anthropologie Amelia shops at Lord & Taylor or TopShop. Amelia loves to learn and stay up to date with the latest trends so she reads an assortment of magazines, online blogs and forecasting websites like WGSN and Donegar. She is subscribed to almost every fashion magazine but acquires her main inspirations from Vogue, Elle and Harper’s Bazaar magazine.
Figure 4.1: Style inspiration for upcoming season.
For the upcoming Spring/Summer 2016 season, Amelia is looking for an assortment (see Figure 4.1)that is comfortable, work appropriate, in trend and easily mixed and matched for any occasion. She’s looking for a line that appeals to her busy, creative lifestyle.
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Trend Report
Concept Board
Color Palette According to Pantone.com the color palette for Spring 2017 is a mixture of bright and vivid with relaxed earth tones. Pink remains a core color in the women’s market and continues to be reinvented each season. A fresh coral and rose have been added to the palette, accented with a bright sunny yellow and pacific blues. Organic earth tones and rich orange hues add a green alternative to the season’s brighter shades (Pressman, 2016).
Prints & Fabrics Florals and stripes are the two leading prints this season with the trend Edgelands being the main source of inspiration with dark and light based florals combined, vibrant mismatched stripes along with classic stripes. Vintage lingerie inspires delicate and sheer lace jacquards focusing on romanticism.
Silhouettes & Key Items The silhouettes are quite diverse with minimal layers allowing a more relaxed, sporty look. Feminine forms with floor length designs that encompass romance and fluidity are also present. Mini lengths were also shown bringing forth a youthful and playful mood. The top Spring 2017 items from the runway were a mixture of bright neon colors and a twist on Victorian-era fashion. Key dresses would be the shirt dress, ruffled, column, romantic long dress and the belted dress.
Figure 5.1: Concept and theme for S/S 2017.
The mood of Aviary Sanctuary (see Figure 5.1) takes inspiration from exotic birds, Victorian era and secretly longing to fly free. She is all about femininity, her love of Paris and her passion to travel and learn. The trend is comprised of antiqued seductive tones, high-neck ruffles, bows and feathery lightness. The colors stem from bright hues mixed with rich dark tones to create a luxurious and romantic ambiance. The images presented in Aviary Sanctuary speak for the customer’s love and adoration of art, nature and Earth’s delicate creatures. She is mysterious, ethereal, and strong. She can appear angelic, but don’t be fooled by appearances, she is ready to break free and fly beyond normal boundaries and soar into new experiences.
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Print Story
Figure 5.2: Print story for S/S 2017.
Color Story
Line Plan
Figure 6.1: Line plan for S/S 2017.
Aviary Sanctuary’s Spring/Summer 2017 collection (see Figure 6.1) includes 3 tops, 1 skirt, 1 pant, 2 dresses and 1 blazer and 1 vest.
5 Key Items
Figure 5.3: Color story for S/S 2017.
Fabric Story
Figure 6.2: Key items for Aviary Sanctuary’s S/S 2017.
The 5 Key items (see Figure 6.2) are the most popular and relevant pieces in Spring/Summer 2017 Trends. It features a mandarin collared long sleeve lace detailed blouse, short sleeve crewneck top, full silhouette bell skirt, long sleeved peasant dress, and a sleeveless gilet jacket. These garments provide a mixture of feminine and structured modern elements. These newer mixtures will add a refreshing and fun energy to the brand. Figure 5.4: Fabric story for S/S 2017.
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Style Sheets
Project III: Merchandising Plans Quick Costing
Figure 7.1: Fabric target and quick costing by style for the S/S 17 Aviary Sanctuary Line.
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Six-Month Merchandising Plan
Figure 7.2: Six-month merchandising plan for the Aviary Sanctuary Line.
Retail Formulas for May Planned Sales $
Planned Retail Purchases
Monthly Planned Sales $ = Last Year’s Monthly Sales % * Season Total
Planned Retail Purchases = Planned Sales $ + Markdowns + EOM – BOM
i.e. Planned Sales $ for May = 18% * $70,500 = $12,690
i.e. Planned Retail Purchases for May = $12,690 + $253.80 + $35,250 $25,380 = $22,814
Retail Stock BOM
Retail Stock BOM = Stock to Sales Ration for Month * Monthly Planned Sale
Percent of Initial Markups
Percent of Initial Markups = Retail Purchases * (100% - Markup Percentage)
i.e. Retail Stock BOM for May = 2.0 * 12,690 = $25,380
i.e. Percent of Initial Markups for May = $22,814 * (40%) = $9,126
Markdown $
EOM
Markdown $ = Markdown % * Monthly Planned Sale i.e. Markdown $ for May = 2% * $12,690 = $253.80
EOM = BOM $ For next Month i.e. EOM for May = $35,380
Total Stock to Sales Ratio
Total Stock to Sales Ratio = Value of Stock BOM / Total Sales i.e. Total Stock to Sales Ratio = $171,809 / $70,500 = 2.4
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Ratios
Size Distribution
The first ratio below (see Figure 8.1) represents the line’s assortment of styles. This includes Tops, Bottoms (Pant and Skirt), Dresses and Jackets/Coats. All of which are for Aviary Sanctuary’s collection for Spring/Summer 2017.
For the size distribution (see Figure 8.2) of the Spring/Summer 2016 collection, small, medium and large are the most purchased leaving x-small and x-large leftover. Since Anthropologie’s customers tend to be health conscious the size small and medium would be the most popular.
Style Distribution
Figure 8.1: Aviary Sanctuary style distribution ratios.
The style distribution (see Figure 8.1) is mainly focused on Tops, Dresses and light Jackets/Coats. Tops were chosen for as a main focus because according to Mintel’s 2015 report on women’s clothing it was the top item bought by women consumer’s year round (Smith, 2015). As for the dresses being the second main focus that was determined by the brand as well as their website. Anthropologie’s website displayed a large amount of dresses for the Spring/Summer season than pants. Jackets/Coats were the third main focus due to research on the brand’s website and the actual style of the items.
Figure 8.2: Aviary Sanctuary size distribution ratios.
Numerical Distribution Denim jeans (see Figure 8.3) are the second most bought item of clothing from Women in 2015 (Smith, 2015). Since the average jean size for women is a size 14 (32) is it surprisingly the least purchased (Crow, 2010). Instead the most purchased were sizes 4 (27), 6 (28), and 8 (29) (Missme, 2016).
Figure 8.3: Aviary Sanctuary size distribution for denim.
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Color & Pattern Distribution Through researching color (see Figure 8.4) and trend reports as well as Anthropologie’s color palette, there seemed to be absence of brighter and dark rich tones in the brand’s assortment. Anthropologie tends to stick with a muddy tinted colors that don’t always appeal to all their customers because not everyone’s skin complexion is the same. Since these tones and patterns are targeting customers looking for something similar, they are all distributed somewhat equally.
Figure 8.4: Aviary Sanctuary color & pattern distribution ratios.
Assortment Sheets
Figure 9.1: Assortment Plan – Long Sleeve Blouse
Figure 9.2: Assortment Plan – High Rise Skinny Jeans
Purchase Order The total retail planned purchases budgeted for the month of May was $22,814. The total amount spent for Anthropologie’s Chelsea Market Store was $22,742. The purchase order meets the month of May’s budget along with a savings of $72.
Figure 7.3: Aviary Sanctuary Purchase Order.
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References Anthropologie. (2016). Our Story. Retrieved November 10, 2016, from http://www.urbn.com/ourbrands/anthropologie/our-story Cordery, S. (2016, July 1). Womenswear SS17. Retrieved October 10, 2016, from https://www.behance.net/gallery/40239475/Wome nswear-SS17 Crow, K. (2010, August 25). Size 14 is average American woman's size, but not the average shopper's: Kim Crow | cleveland.com. Retrieved November 3, 2016, from http://www.cleveland.com/style/index.ssf/2010 /08/size_14_is_average_american_wo.html CSIMarket. (2016). Earnings calendar, economy Calendar, earnings reports, economic indicators. Retrieved September 14, 2016, from CSIMarket, http://csimarket.com/stocks/segment_single.ph p Design concept spring/summer 2017. (2015, December 2). The Doneger Group. Retrieved from http://www.donegercreativeservices.com/en/142 213.htm Glassdoor. (2016). Ann Taylor Associate Product Development Manager Salary | Glassdoor. Retrieved September 28, 2016, from https://www.glassdoor.com/Salary/Ann-TaylorAssociate-Product-Development-ManagerSalaries-E1972_D_KO11,48.htm Hoover’s Company Records.(September 14, 2016). Hoover's Company Records - In-depth Records, Retrieved from www.lexisnexis.com/hottopics/ lnacademic J.Crew Group, Inc. (2016). J.Crew Group, Inc. MarketLine Company Profile, 1-23. Retrieved September 16, 2016, from http://web.a. ebscohost.com/bsi/detail/ Labarre, P. (2002, November 30). Sophisticated Sell | Fast Company | Business + Innovation. Retrieved September 14, 2016, from https://www.fastcompany.com/45703/ sophisticated-sell Missme (2016). Women’s jeans size guide. Retrieved November 4, 2016, from http://www.missme.com/pages/womens-jeanssize-guide Murray, M. (2016, August 6). Reducing Transportation Costs. Retrieved September 15, 2016, from https://www.thebalance.com/reducingtransportation-costs-2221049 Pressman, L. (2016, September 23). Color Intelligence - PANTONE Fashion Color Report Spring 2017. Retrieved October 3, 2016, from https://www.pantone.com/fashion-color-reportspring-2017?from=topNav
Roxy, T. (2009, June 13). Effortlessly with Roxy: The Anthropologie Brand Sizing Guide Post. Retrieved November 4, 2016, from http://effortlessanthropologie.blogspot.com/2 009/06/anthropologie-brand-sizing-guidepost.html Smith, D. (2015, May). Women's Clothing - US - May 2015. Retrieved November 2, 2016, from academic.mintel.com/display/738037/ The Gap, Inc. (2016). The Gap Inc. MarketLine Company Profile, 1-30. Retrieved September 16, 2016, from http://web.a.ebscohost.com/bsi/detail/ The Textiles forecast women s/s 17 – Edgelands. (2015, August 12). WGSN. Retrieved from https://www.wgsn.com/content/reports/#/Future Trends/w/Materials_&_Textiles/24534 United States Securities and Exchange Commission. (2016). 2016 Annual Report of Urban Outfitters Inc. Retrieved from http:// investor.urbn.com/phoenix.zhtml? c=115825&p=irol-reportsannual URBN Inc. (2016). Our Story. Retrieved September 10, 2016, from http://www.urbn.com/ourbrands/anthropologie/our-story Urban Outfitters, Inc. (2016). Urban Outfitters, Inc. MarketLine Company Profile, 1-22. Retrieved September 16, 2016, from http://web.a.ebscohost.com/bsi/detail/ Images Figure 3.1: J.Crew Assortment https://www.jcrew.com/womens_category/outerwear/wool /PRDOVR~28231/28231.jsp https://www.jcrew.com/womens_category/sweaters/sale/ PRDOVR~25773/25773.jsp https://www.jcrew.com/womens_category/dresses/day/PR DOVR~61239/61239.jsp https://www.jcrew.com/womens_category/shirtsandtops/ offtheshouldertops/PRDOVR~F2254/F2254.jsp https://www.jcrew.com/womens_category/denim/toothpic k/PRDOVR~B1281/B1281.jsp Figure 3.2: Banana Republic Assortment http://bananarepublic.gap.com/browse/product.do?cid= 1027264&vid=1&pid=185036002 http://bananarepublic.gap.com/browse/product.do?cid= 51420&vid=1&pid=382194002 https://poshmark.com/listing/Banana-republic-whitelace-dress-00p-56da370d56b2d6b91200ef60 http://www.bananarepublic.com/products/res/thumbimg/ off-shoulder-stripe-top-white.jpg http://bananarepublic.gap.com/browse/product.do?cid= 35286&vid=1&pid=167177002 Figure 3.3: Anthropologie Assortment https://www.anthropologie.com/shop/edmondtrench?cate gory=coats&color=024 https://www.anthropologie.com/shop/denisse-woolsweater-coat?color=008&quantity=1&type=REGULAR https://www.anthropologie.com/shop/manon-lacedress?color=011 https://www.anthropologie.com/shop/off-the-shouldervelvet-top?category=tops-off-the-shoulder&color=009
19 https://www.anthropologie.com/shop/citizens-ofhumanity-chrissy-ultra-high-rise-skinnyjeans?category=bottoms&color=001 Figure 4: Anthropologie Target Customer Alt, N. (2015, November 15). [Target Customer Photo]. Retrieved from http://www.styleoholic.com/16-femininepleated-midi-skirt-outfits-for-fall-andwinter/ Figure 4.1: Style inspiration for upcoming season Currie, R. (2010, June 27). [Outfit for Target Customer]. Retrieved from http://www.trendhunter.com/trends/juliettehogan-winter-2010 Wachabuy. (2016, April 9). [Outfit for Target Customer]. Retrieved from http://wachabuy.com/50-outfits-to-wear-thissummer/ Stylestreet. (2016, January 17). 60 ultra trendy winter outfits on the street. Retrieved from http://blog.styleestate.com/fashionestate/2016/1/17/60-ultra-trendy-winteroutfits-on-the-street-2016 Figure 5.1: Concept Board http://www.animalspot.net/cedar-waxwing.html http://www.newyorkgirlstyle.com/2012/09/17/jenniferlawrence-w-magazine-bird-inspired-photoshoot/ http://favim.com/image/40062/ http://silklacewool.tumblr.com/post/72096868292/ohda rlingdankeschoen-pinterestcom https://www.pinterest.com/pin/575546027363291649/ https://www.pinterest.com/pin/575546027363235088/ http://www.fashiongonerogue.com/andrew-yee-capturesbaroque-style-for-how-to-spend-it-magazine/ https://www.pinterest.com/pin/575546027363235072/ https://s-media-cacheak0.pinimg.com/originals/4b/f1/13/4bf113c738c641acfd 1b50871c1b17df.jpg http://www.donegercreativeservices.com/en/ss17reformation_142595.htm http://www.donegercreativeservices.com/en/ss17reformation_142597.htm Figure 5.2: Print Story https://www.fabric.com/buy/0406808/waverly-in-theair-heather http://www.moodfabrics.com/purple-abstract-floraldigitally-printed-polyester-mikado-twill-115267.html Figure 5.3: Color Story Color update spring/summer 2017. (2016, August 4). The Doneger Group. Retrieved from http://www.donegercreativeservices.com/en/144 065.htm https://www.pantone.com/fashion-color-report-spring2017?from=topNav https://www.wgsn.com/content/reports/#/Future+Trends /w/Colour/24481 Figure 5.4: Fabric Story https://www.fabric.com/buy/0450638/double-georgetteivory https://www.fabric.com/buy/0466221/wool-blendmelton-solid-camel https://www.fabric.com/buy/0442259/kaufman-whiteshirt-yarn-dyed-solid-white https://www.fabric.com/buy/uk-941/telio-adoreduchess-satin-black http://www.joann.com/sew-classic-bottomweight-7-ozmedium-wash-denim-
fabric/11771656.html#prefn1=collection&prefv1=Denim& start=1 https://www.fabric.com/buy/0450623/gabardinesuiting-solid-red https://www.fabric.com/buy/0440861/kaufman-rivierasuiting-ash http://www.joann.com/chantillylace/xprd728564.html#prefn1=material&prefv1=Lace&sta rt=1 https://www.fabric.com/buy/0390504/sheath-liningblack