Paige carpenter Creative design applications Fidm
SprIng/summer 2013 Moderate contemporary Women’s 2-20
50-200USD
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chapter index Target Market. . . . . . . . . . . . . . . . . 5 Aspired Customer . . . . . . . . . . . . . . . . . 7 Competitors . . . . . . . . . . . . . . . . . . 8 Trends . . . . . . . . . . . . . . . . . . . 15 Line Sheet . . . . . . . . . . . . 20 Theme Statement . . . 23 Citations . . . . . . . . . 24
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Season: Fall 2013
fashion cycle The VA TE FAIRE FOUTRE line is located in the innovation rise stage of acceleration. A starter brand with a penchant for mixing the elegance and opulence of Marie Antoinette with the vulgarity and down right dirtyness of motorcycle gangs, VA TE FAIRE FOUTRE customers buy the clothes for their unique qualities, contrast of hard and soft and mixing of ultra feminine and ultra masculine without simply making clothes pink. Fearless while reveling in their femininity. Where as others fall back on loose, simple clothing and traditional pieces, the designer’s fondness for historical costumry and motorcycle culture makes this line really stand out from the rest. Sack backs on leather jackets, ruffles on chaps, spikes and studs clashing with floral and baroque prints make this a favourite of young women looking into more feminine pieces for tours on the backs of their motorcycles. VA TE FAIRE FOUTRE and like designers tend to fall outside of the ebb and flow of fashion trends, choosing to create what is precisely on their minds and challenging the traditional rather than trying to predict upand-coming trends. This makes the designer a choice alternative brand.
Key Silhouettes: Proportion play Flowing Ruffles Contrast of loose and tight
Key Styling Details: Large hair and Rococo inspired hair pieces Dewey Makeup Louis heels and over-the-top jewelry
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Target Market Demographics
young digerati Wealthy Younger Family Mix Young Digeratis are tech-savvy and live in fashionable neighborhoods on the urban fringe. Affluent, highly educated, and ethnically mixed, Young Digerati communities are typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants and all types of bars--from juice to coffee to microbrew. Social Group: Urban Uptown Lifestage Group: Young Achievers 2010 Statistics: US Households: 1,403,157 (1.21%) Median HH Income: $91,104 Demographics Traits: Urbanicity: Urban Income: Wealthy Income Producing Assets: High Age Ranges: 25-44 Â
Presence of Kids: Family Mix Homeownership: Mix, Owners Employment Levels: Management Education Levels: Graduate Plus Ethnic Diversity: White, Asian, Hispanic, Mix 5 Â
Top 10 Lifestyle Behaviors: Travel to Spain/Portugal, 3yr Order from gap.com 1yr Buy from Baja Fresh Mexican Grill, 1mo Shop at Banana Republic, 3mo Order from zappos.com, 1yr Order from J. Crew, 1yr Order from expedia.com, 1yr Travel to Japan/Hong Kong/Other Asia, 3yr Order from orbitz.com, 1yr Order from priceline.com, 1yr
Read New York Times, Sunday Read W Magazine Read New York Magazine Read Wired Read New York Times, Daily Read Skiing Read The New Yorker Read GQ Top 5 Counties:
Top 10 Media Behaviors:
Arlington County, VA New York County, NY San Francisco, CA Alexandria City, VA Santa Clare County, CA
Read The Economist Read Details
(Claritas)
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aspired customer Annual Salary: 75,000USD Identifying Gender: Female Age: 25-35 years Location: New York City, US Chosen Profession: Makeup artist, Tattoo artist, or Hair stylist Marital Status: Live-in beau Hobbies: Rock concerts, Motorcycle and classic car shows, bar crawling, tattoo conventions, art gallery openings, costume parties, DIY fashion
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competitors for
va te faire foutre
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Launched in 2006 as a small Ebay vintage store by Sophia Amoruso of Los Angeles, Nasty Gal is in itself a cult store. With dedicated shoppers eating up the goods offered by this badass little store that could, Nasty Gal has seen an 11,200% growth in the three years from when the founder created her own URL to 2012. "You can turn (an item) into the most covetable piece of vintage because you put it on a girl…who’s showing you how to wear it, having an attitude that’s approachable but still sexy, friendly and cool," Sophia Amoruso says. "There, you have this whole fantasy from this piece that probably started in a plastic bag in the backroom of a thrift store." Using her degree in photography and a book on how to start your own business, Nasty Gal has spread like wildfire through social networking sites and word-of-mouth launching this Ebay store to a $24 million dollar business. (Klm)
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Lowest–HIghest Double Scoop Tank - Gray $22.00 Cotton Blend
Handmade! Diamond Daze Leather Jacket $600.00 100% Genuine Goat Leather
Top Sellers Eagles Shadow Bikini $110.00 Nylon/Lycra
Lacie Tank Dress $58.00 100% Polyester
Spiked Moto Jacket - Black $218.00 PU/Rayon
Moto Zip Crop Jacket $88.00 PU Leather (NastyGal)
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Possibly our closest competitor in both ideal customer and price, Nasty Gal offers affordable alternative clothing for the young woman who looks up to the various selfaware ladies of attitude throughout American history with their flagship face being funk singer Betty Davis. Hyper-on trend, the clothing offered by Nasty Gal embodies everything Americana and rebellious with large scale prints featuring skulls, crosses, nebulas, and other punk and rock and roll icons. Colours found are bright and almost eye-scathing, cuts and textiles scream for attention only to throw it back in your face with cutouts, fringe and slashes aplenty, and typically novelty fabrics being a staple throughout the entire store. VA TE FAIRE FOUTRE will find it’s competition from this store because while VA TE FAIRE FOUTRE is more based on motorcycle culture rather than just Madonna ideals, the themes found in both lines reflect heavily in the defiant nature that our customer embodies. Both lines tend to be about the same price. Though, Nasty Gal seems to have a much more feminine aesthetic than VA TE FAIRE FOUTRE, similar aesthetic can be found in both lines.
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Opened in 1994 as a wholesale brand, then in 1997 as their own standalone store, All Saints takes on much more edgy, grown up version of the rebellious young woman that still needs to descend the stories of a skyscraper. Founded by Stuart Trevor and now owned by Kevin Stanford as of 2003, this brand as their own take on the culture that surrounds them with very strong ties to the music industry. Even though they are currently going through financial troubles, it seams as though All Saints has made an effort to be not only an alternative to more trendy stores, but also offers scholarships to fashion business students, own their own radio station, and host various live musical events making them a stand out store by more or less connecting as much as possible with their customer base. Their aesthetic is prominent as it is all encompassing when you first step foot inside the store; they sell a life-style, not just a label. (London Fashion Review)
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Lowest–HIghest Xray Floral Vest $55.00 100% Cotton
Pelt Coat $1,550.00 100% Sheepskin
Walker Leather Biker Jacket $550.00 100% Leather
“ArchIve”CollectIon Petrel Brodie Jeans $135.00 77% CO 21% PL 2% EA
Silk Biker Tank $55.00 85% Micromodal 15% Silk
Silk Biker Dress $95.00 85% Micromodal 15% Silk (AllSaints)
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Our closest competitor in terms of aesthetic, AllSaints offers alternative clothing for the adult woman who still holds onto that bit of rough around the edges rebellious teenager. Very much upscale and designer, AllSaints is perfect for the person not quite ready to be quiet. Refusing to be on trend as a principle, the clothing offered by AllSaints embodies everything dark, moody, and motorcycle ready with lots of leather, draped and loose contrasting with tight and tailored, and slightly menacing abstract graphic prints. The colour theme that runs throughout the store is strictly neutral in palette, with only a few exceptions for deep rustic reds, blues and gold but even these colours are keyed down so that one may only get a hint of embellishments VA TE FAIRE FOUTRE will find it’s competition from this store because while VA TE FAIRE FOUTRE is lighter in colour scheme, adding in pink tones, the themes found in both lines reflect heavily in the motorcycle culture both lines emulate. AllSaints is higher priced than VA TE FAIRE FOUTRE. Though AllSaints seems to have a much more masculine appeal than VA TE FAIRE FOUTRE, similar aesthetic can be found in both lines.
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Trends for
va te faire foutre
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colour trends fall-winter 13 key colour trend
PANTONE 16-1542
“Lobster is the brave fashion choice for womenswear, lending a warm energy to knits and occasionwear.” While we do not strive to pinkify VA TE FAIRE FOUTRE, this energetic coral colour defines our core demographic: bright, loud, and unashamed to be exactly who they are.
Colour Theme: “
riotous pastels”
“Powder pastels are revisited as winter shades, and become charged with chaotic energy when set against an urban backdrop of concrete grey. Mint, violet blue, sherbet lemon and cosmetic pink provide daring singular colour statements.” Perfectly identifying with our mood, “Riotous Pastels” harkens a feminine world in revolt that is featured in the VA TE FAIRE FOUTRE collection (WGSN Creative Team)
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In VA TE FAIRE FOUTRE we take the sleek sharp contemporary feeling and kick it up a notch with road ready, motorcycle-straddling garments made for the woman who spends too many summer nights gripping pavement. We keep the feeling of delicate femininity with both luxurious trimmings and sumptuous fabrics in light colours. But do not forget that the girl wearing VA TE FAIRE FOUTRE can kick your ass.
Â
17 Â
VS.
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VS.
(WGSN Creative Team)
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Line sheet for
va te faire foutre
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VTFF-11121 Studded Bustier w/ zipper Wholesale: $49.33 Suggested Retail: $89.69
VTFF-11122 Baggy Trousers Wholesale: $53.54 Suggested Retail: $97.34
VTFF-11122 Side ruffle, pearl mini skirt Wholesale: $57.00 Suggested Retail: $103.63
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VTFF-111222 Side ruffle, pearl mini skirt Wholesale: $146.92 Suggested Retail: $268.95
VTFF-111225 Side ruffle, pearl mini skirt Wholesale: $102.93 Suggested Retail: $187.14
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theme statement Once upon a time, Marie Antoinette was sick to death of sitting idly, watching the world go by through the windows of Versailles. She hated the pomp and circumstance, hated prim and proper way she had to sit stand walk talk eat think, that she was restricted from doing anything other than smiling serenely in her court. She dreamt of flying, running wild in wide-open spaces, being anywhere but her. So she did the next best thing… She hacked off the bottom of her robe à la française and straddled a chopper.
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citations AllSaints Spitalfields, “Price Quotes” AllSaints.com. Web. 3 Dec 2012 "All Saints Fashion & “ Clothing, Accessories, Jewellery & Footwear." London Fashion Review: British Fashion Designers Labels and Brands. London Fashion Review – Designers, Labels & Brands, 12 Nov. 2011. Web. 03 Dec. 2012. <http://www.fashionreview.co.uk/all-saints-fashion/>. Klm, Erin. "From EBay Store to a $24 Million Business." Inc.com. Mansueto Ventures LLC., 16 Apr. 2012. Web. 03 Dec. 2012. <http://www.inc.com/erinkim/applicant-of-the-week-nasty-gal.html>. NastyGal, “Price Quotes” NastyGal.com, 2012. Web. 3 Dec 2012 WGSN Creative Team, “AW 13/14 Macro Trends: 21st Century Romance.” WGSN. WGSN, 19 Dec 2011. Web 12 Nov 2012 WGSN Creative Team, "Colour Themes: Riotous Pastels." WGSN. WGSN, 16 Dec 2011. Web. 12 Nov 2012. "Young Digerati." Claritas. The Nielsen Company, 2012. Web. 12 Nov 2012.
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