ATHLETIC EVOLUTIONS Womenswear Fashion Forecast Spring/Summer 2015
Table of Contents First Athlete: Zen 1 -
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analysis 1 intro board 2 mood board 3 customer profile 4 lifestyle routines 5 silhouette and colors 6
Second Athlete: The Fit Mom 7 - 12 analysis 7 intro board 8 mood board 9 customer profile 10 lifestyle routines 11 silhouette and colors 12
Third Athlete: Core Contender 13
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analysis 13 intro board 14 mood board 15 customer profile 16 lifestyle routines 17 silhouette and colors 18
Accessories 19 - 20 Activewear in the Culture 20 - 22
runway celebrities streets
milestone board
Synthesis
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FIRST ATHLETE Zen The Zen female athlete finds balance in all aspects of her life. She values the workout clothes that are becoming more functional and fashionable in today’s society. Her lifestyle is based on physical and mental health. All Zen athletes seek ease, peace and serenity in themselves and the world around them due to high pressures, depression and anxiety in the culture. This tense Zeitgeist influences their motivation to think differently than others. A key resource Zen athletes have is joining group exercise events. Several events held in different parts of the world demonstrate yogi-relaxing practices and peaceful remedies. These events are group oriented, which leaves a positive impact and spreads these expansive, modern activities. One event is The Lole White Tour where incredible yoga sessions take place in famous art museums around the world. Another gathering is held at The Whyte Hotel, which hosts a ‘Gong Bath Sleepover’ in Brooklyn. These events demonstrate yoga innovation, bringing sessions to new and unexpected outdoor and indoor locations. The Zen girl appreciates the creativity occurring in the yoga world on a social as well as fashionable level. Brands are offering more merchandise that cater to the needs of carefree and relaxed women. Athletic brands like Athleta offer pieces for yoga exercises while bohemian brands like Free People design items around an attitude of leisure. The options that Zen athletes have keep her comfortable and satisfied.
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Carla Age: 28 Relationship Status: Single Occupation: Dermatologist Income: $50,000 Education: College graduate Lifestyle: Independent, environmentalist Stores: Bare Foot Yoga, Free People, LivFit, Mango, Under Armour, Athleta Hobbies: Painting, gardening, cookies, pilates Likes: Spa treatments, face products, accessories, detox drinks Needs: Comfortable and practical clothes
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Lifestyle Routines:
Indoor and outdoor exercise
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Key Silhouettes and Colors
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SECOND ATHLETE The Fit Mom The Fit Mom is a mom that’s “on the go,” and is constantly adapting her regimen to fit the needs of her family. She is a very active multi-taker who needs functionality and style at her own convenience when she’s working out. One of her favorite methods is exercising at the park with the “Mommy and Me” class. This allows her to work up a good sweat and bond with her little ones. Some key essentials she may wear or bring with her are moto leggings, which gives extra support and allows for healthy blood circulation. Fit Moms also favor sports bra with mesh insets for ventilating air flow as well as a bright and bold heart rate monitor watch. Today, the Fit Mom is more popular than ever because fitness has been introduced in many different forms other than just a trip to the gym. This provides convenience and confidence for women who have a full-time job and hectic schedules. The Fit Mom of this generation is stylish, assertive, and appreciates a pop of color with her neutrals.
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Jennifer Age: 31 Relationship Status: Married Occupation: College Professor Income: $58,000 Education: Master’s degree Lifestyle: Multi-tasker, family oriented, active Stores: Adidas, Rebox, Lady’s Foot Locker, Nike outlet Hobbies: “Mommy and me” in the park, Zumba, and riding bikes Likes: Gluten-free food, taking long walks, and learning new things. Needs: style and function, easy knits, and a pop of color. 10
Lifestyle Routines:
Social and motherly fitness
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Key Silhouettes and Colors
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THIRD ATHLETE Core Contender The Core Contender represents athletes who are the early adopters of the activewear trend. Passion for sports and fitness influences where these women shop and what pieces they purchase. They are looking for latest innovations at Nike, Reebok Under Armour and Lululemon. Womens’ motivation to get tougher and improve performance drives the latest designs in activewear. It is a consumer-driven market in the fashion industry, as active lifestyles and excercise become important to people worldwide. Core Contenders are concerned mostly on the comfort of sports bras or lightness of a sneaker. While their intensity may seem serious, they are not afraid to be bold and beautiful. Their femininity can shine in activewear items that are sold today. Brands are focusing more on the female demographic as evidence shows activewear dominating their lifestyles. Core Contenders appreciate this movement in the culture that embraces the physical strength and tenacity of a woman.
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Samantha Age: 27 Relationship Status: Engaged Occupation: Marketing Analyst Income: $60,000 Education: College Graduate Lifestyle: Active, social, family-oriented Stores: Lady Foot Locker, Lululemon, Express, Fleet Feet, Aldo, Nordstrom, Hobbies: Running, swimming, reading Likes: Cooking, smoothies, manicures & pedicures Needs: Functional, bold and feminine items
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Lifestyle Routines: Sports workouts
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Key Silhouettes and Colors
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ACCESSORIES
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ACTIVEWEAR IN THE CULTURE 21
Activewear in the Culture Runways, Celebrities & Streets
Activewear is not just about fitness and sports. Evidence of modern and fashion forward sportswear looks are seen throughout runway collections, celebrity ensembles and street styles. Loose pants, running shorts and bomber jackets are accepted as fashion statements. Collections by Chanel, Marc by Marc Jacobs, Rag & Bone and Ashish have inspiring, luxurious activewear pieces. Celebrities adopt this trend because of the upscale association, but also for comfort and function. Jessica Alba pairs slouchy, drawstring pants with heels and still looks ready for a magazine photo shoot. Street styles are presented in similar ways as women are not afraid to walk out the door wearing lycra spandex and sports bras. The culture is addicted to activewear and its relaxed, confident image.
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RUNWAY
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CELEBRITIES
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STREETS
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SYNTHESIS
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SYNTHESIS Trend Milestones There are key milestones in activewear that represent the relevance of the trend today and its potential for the future. Elements such as functionality, wearable technology, and textile innovations are important to athletes in the years to come. These characteristics have played an intricate role in how women wear their clothes, which has opened their horizons to activewear beyond the gym. Activewear is being designed in conjunction with the body. Products have specific purposes that increase its longevity. There are particular innovations in textiles that allow for sweat protection, which wicks away moisture instead of soaking it all in. Similar to this idea, placing vents in sweat zones of the body allows for ventilation while working out. Textured sponge-like spacers effect breathability with tech fibers that also offer weather protection. Innovative activewear designs do not sacrifice style. Textiles will provide fresh, modern and sporty appeals with engineered geometric prints. There is also new technology that has enhanced the workout experience, such as lightweight foam footwear, which helps with foot mobility. Also, athletic tops and bracelets can track heart rate and performance, adding dual functionality. Mobile apps offer resources to connect with other athletes for workouts and competitions. Since phones and iPods have become a key item while working out, running shorts and fitness tops will be made with pockets to hold these devices. All of these components offer convenience and reassure a healthy and balanced workout. Slimming silhouettes, bold colors, and multiple functions in activewear have expanded the direction of the trend beyond fitness and toward becoming an important role in daily lifestyles. 30
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Jasmine Wade Carolina Viteri Shaina Levin FASH 419 Professor Green