Contemporary Issues Final Project

THE SAMANTHA SALVAGE DENIM BRALETTE BY

CONCEPT BY

SAMANTHA FRANCO SETH MARK H E AT H E R D U N D E Y EMMA McKINLEY

FOR

PROFESSOR DONALD LEVY FA S M 4 0 0 : C O N T E M P O R A RY I S S U E S I N FA S H I O N M E R C H A N D I S I N G S AVA N N A H C O L L E G E O F A R T A N D D E S I G N

C O M PA N Y O V E R V I E W

G U E S S w a n t s y o u t o g e t i n t h e i r j e a n s a n d o t h e r a t t i re a n d a c c e s s o r i e s .

F o u n d e d t o m a k e f l a t t e r i n g d e s i g n e r j e a n s , t h e c o m p a n y m a n u f a c t u re s t re n d y, u p s c a l e a p p a re l a n d a c c e s s o r i e s f o r m e n , w o m e n , a n d c h i l d re n under brands GUESS, GUESS Kids, Baby GUESS, and GUESS by MARCIANO, among others. Its trademark sexy ads, featuring the likes o f C l a u d i a S c h i ff e r, a re d e s i g n e d i n - h o u s e . G u e s s o p e r a t e s a n o t e w o r t h y 1 , 6 9 0 s t o re s w o r l d w i d e . I t d i re c t l y o p e r a t e s m o re t h a n 8 3 0 s t o re s a n d c o n c e s s i o n s i n t h e U S , C a n a d a , E u ro p e , t h e M i d d l e E a s t , a n d A s i a .

A n o t h e r 8 0 0 s t o re s a n d c o n c e s s i o n s a re r u n b y l i c e n s e e s i n t h e s a m e m a r k e t s . To g e t m o re b a n g f ro m i t s b r a n d , G u e s s l i c e n s e s i t s n a m e f o r e y e - w e a r, f o o t w e a r, j e w e l r y, a n d w a t c h e s .

S U S TA I N A B L E O V E R V I E W

A m e r i c a n s t h ro w o u t o v e r 2 5 b i l l i o n p o u n d s o f t e x t i l e s e v e r y y e a r.

D e n i m i s o n e o f t h e m o s t g r u e l i n g f a b r i c s t o p ro d u c e , a n d t h e d y e s u s e d t o t u r n c o t t o n b l u e a re i n c re d i b l y h a r s h o n t h e e n v i ro n m e n t . M a n y d e n i m m a n u f a c t u re r s d u m p c h e m i c a l s s u c h a s c a d m i u m , m e rc u r y, a n d l e a d i n t o w a t e r s o u rc e s . A c re a t i v e p ro c e s s o f t r a n s f o r m i n g b y - p ro d u c t s , w a s t e m a t e r i a l s , a n d o t h e r u n w a n t e d p ro d u c t s i n t o n e w p ro d u c t i s called up-cycling.

T h e S a m a n t h a S a l v a g e D e n i m B r a l e t t e i s t h e c re a t i v e re s u l t o f u p c y c l i n g d e n i m t o c re a t e a g a r m e n t t h a t h a s g re a t s t y l e a n d a n e v e n b e t t e r e n v i ro n m e n t a l v a l u e .

MEET THE CUSTOMERS

C h r i s t o p h e r P a l m e r i p ro v i d e s d e s c r i p t i o n s o f t h e c o n s u m e r. “ T h e G u e s s g i r l i s e d g y, s e x y, c o n f i d e n t , ” h e s a y s . “ A n d s h e l o v e s t o b e l o o k e d a t . ”

Females like Paris Hilton, Gigi Hadid, and Kate Upton have modeled for GUESS– s o t h e t h re e t a rg e t m a r k e t s o f G U E S S s e e m t o b e t e e n a g e g i r l s , w o m e n i n t h e i r 2 0 s a n d w o m e n i n t h e i r e a r l y 3 0 s . D e m o g r a p h i c a l l y, t h e s e t h re e m a r k e t s c a n l o o k v e r y d i ff e re n t , h o w e v e r t h e y h a v e m a n y s i m i l a r i t i e s . T h e y c a n b e o f v a r i o u s n a t i o n a l i t i e s , r a c e s , re l i g i o n s , f a m i l y s i z e s , a g e s , a n d f ro m d i ff e re n t l o c a t i o n s . G e n e r a l l y t h e i r i n c o m e s a re s i m i l a r ; m i d d l e c l a s s a n d u p . C o n s u m e r s i n t h e s a m e d e m o g r a p h i c g ro u p s c a n b e v e r y d i ff e re n t p s y c h o g r a p h i c a l l y. T h e p s y c h o g r a p h i c s o f t h e G u e s s t a rg e t c o n s u m e r a re m i d d l e t o u p p e r c l a s s , t h e y h a v e v e r y s o c i a l l i f e s t y l e s , a re a d v e n t u ro u s , s e x y, a n d s t y l i s h . Wo m e n i n t h e i r 2 0 s o r 3 0 s m a y a l s o b e d i ff e re n t f ro m t e e n a g e r s psychographically because they may have full time jobs, or can be working moms.

F o r e x a m p l e , t h e t e e n a g e c o n s u m e r f ro m G u e s s m a y b e l o o k i n g f o r a b o o s t i n t h e i r s t a t u s a n d p o p u l a r i t y, W h i l e t h e w o m a n i n h e r 3 0 s m a y b e l o o k i n g t o re m a i n s t y l i s h a n d y o u n g . T h e t e e n a g e r s m a y b u y f ro m G u e s s f re q u e n t l y, w h i l e a w o m a n i n h e r 2 0 s o r 3 0 s m a y b u y m o re re g u l a r l y a n d b e m o re l o y a l b e c a u s e s h e p ro b a b l y h a s a s t e a d y i n c o m e .

ISABEL SADLER, 31

ISABEL IS A JOURNALIST IN CHICAGO, ILLINOIS. SHE IS MARRIED WITH ONE CHILD AND ENJOYS AN UPPER-MIDDLE CLASS INCOME. ISABEL KEEPS UP WITH TRENDS, AND CONSIDERS S H O P P I N G O N E O F H E R FAV O R I T E HOBBIES.

• JOURNALIST • UPPER-MIDDLE CLASS

SASHA LANCASTER, 20

SASHA IS A FULL-TIME STUDENT AT A R M S T R O N G U N I V E R S I T Y I N S AVA N N A H , G E O R G I A A N D W O R K S PA R T- T I M E . S H E I S F I N A N C I A L LY DEPENDENT AND SHOPS LESS F R E Q U E N T LY, A N D B U Y I N G Q U A L I T Y ITEMS WITH LOTS OF STYLE ARE I M P O R TA N T T O H E R .

• STUDENT • F I N A N C I A L LY D E P E N D E N T

T H E S A M A N T H A S A LVA G E D E N I M B R A L E T T E

W i t h s e l v a g e d e n i m b e i n g a h u g e t re n d c u r re n t l y, w e b r a i n s t o r m e d a b o u t a p ro d u c t t h a t c o u l d b e p ro d u c e s w h i l e h a v i n g l e s s i m p a c t o n t h e e n v i ro n m e n t . T h e S a m a n t h a S a l v a g e D e n i m B r a l e t t e w a s b o r n .

A u n i q u e b l e n d o f s o u rc i n g a n d u p - c y c l i n g u n w a n t e d d e n i m a re t h e m a i n c o m p o n e n t s o f t h e t o p , a s w e l l a s c a re f u l c o n s t r u c t i o n t o u t i l i z e m a t e r i a l s . T h e d e n i m p ro d u c t i o n p ro c e s s i s o n e o f t h e m o s t p o l l u t i n g o f t h e e n v i ro n m e n t i n t e r m s o f f a b r i c p ro d u c t i o n , s o u p - c y c l i n g i t and skipping the landfill cuts down on extra pollutants entering the e n v i ro n m e n t b o t h d u r i n g m a n u f a c t u r i n g a n d d i s p o s a l .

THE PROCESS

M AT E R I A L S :

• DENIM PIECE (11 3/4” X 12 5/8”) • DENIM STRAP (17 3/4” X 2”) • S T R A P L E N G T H C A N VA RY PAT T E R N P I E C E S : • BRALETTE CUP PIECE

NOT TO SCALE

M A R K E T I N G S T R AT E G Y

T h e S a m a n t h a S a l v a g e D e n i m B r a l e t t e w i l l b e f e a t u re d i n m a n y g u e s s a d v e r t i s e m e n t s t o r a i s e a w a re n e s s a b o u t t h e p ro d u c t . M a r k e t i n g s t r a t e g i e s i n c l u d e p r i n t e d m a i l p i e c e s , o n l i n e p ro m o t i o n s , s t o re signage, as well as social media.

MARIA HICKMAN HICKAMN MARIA ORCURRENT CURRENT RESIDENT RESIDENT OR 309 W W MAIN MAIN STREET 309 STREET SAVANNAH, GA SAVANNAH, GA31401 31401

INTRODUCING THE NEW SAMANTHA BRALETTES, MADE FROM SALVAGE DENIM SHOP IN STORES AND ON GUESS.COM