IsabellaFall 2012 Apparel Line

Rebecca Nevarez

Kelsey Harper

Kelcey Smith

MDSE 1650.301 Spring 2012

Apparel Line Project

Analysis of the Assigned Garment

Garment Scenario:Upper Department Store

Women’s Casual Bottoms

100% Wool Tweed

Bridge Price Line

$80 - $120 Price Range

Poor Seller in Fall 2011

Carried in Deep Khaki only

Strengths: A classic garment that can be used for several seasons

Right price point for well-made classic

Weaknesses: Only offered in one color

100% Wool – a blended fiber content would be more comfortable

Doesn’t have small elements that makes the garment different than other basics

Target Market Profile

Target Market-Upper-middle class, working woman between the ages of

30-45

Demographics-College educated

-Generation X & Y

-Annual household income $60,000-$100,000

-Young to nearly grown children are likely still living at home

Psychographics-Slightly price conscious, but willing to pay more for more

quality

-Stays connected to trends; strives to be fashion forward while remaining professional

-Works hard, yet values family time

-Consumers probably shop at White House Black Market, Banana Republic, etc.

Fall 2012 Season Analysis

-Fashionable pants in fall

2012 will have a more

tailored silhouette.

-Popular colors will consist

of muted, sophisticated

neutrals and pink hues,

rather than the traditional

black, brown, and white.

-Fall will bring more casual

pieces that can be worn

many ways.

-We will see chic

sportsmanship and a new

take on military influences.

C o n c e p t B o a r d

• Sleek Lines

• Polished Look

• Tailored Fit Bottoms

• Blousy Tops

Fall 2012 Apparel Line