AMD 495Line Presentation

Rachel Liesinger

TARGET MARKET› 37-47 years old› Married› Have 0-2 children› Household income of $175-250,000 annually› Have a pet; either a small dog or a cat› They shop between 5-10 times per month,

in-store or online› They own an electronic tablet, which they

use to check emails, the news, read books, and play some puzzle games

› Tend to have a full bust and keep their figure in check

› Spend their weekends and spare time travelling

MARKET RESEARCHI created a survey and found respondents via

Facebook.6 respondents between the ages of 36-43 (1

respondent) 44-51 (2 respondents), and 52-59 (3 respondents)

They all live in the Upper Midwest, in cities with populations varying from 1 to one million

Sample occupations include business consultant, business owner, marketing consultant

100% of respondents are marriedTwo-thirds of respondents have annualhousehold incomes between$176,000-250,000.

36,000-50,000

176,000-250,000

251,000-350,000

› 2/3 of respondents shop 5-10 times per month, 1/3 shop between 11-20 times per month. Half of the respondents preferred in-store shopping, followed by online shopping.

› 100% of respondents said that keeping up with trends is "Moderately important," behind "Very Important"

› Half of respondents usually spend time with immediate family, and one fourth spend their time with friends.

› Respondents mostly prefer all-natural fibers in their clothing, or natural-synthetic blends.

› When presented with sketches of the 7 most common necklines, respondents chose up to 3 that they prefer to wear. In order of frequency, the responses were: Scoop , V-neck and Square, Surplice, and Sweetheart.

› After reviewing common dress silhouettes, respondents chose their favorite; most liked were Trumpet and A-Line, respectively.

Preferred stores to shop at include:White House Black MarketNordstrom’sBloomingdale’sRalph Laurenlocal boutiques

Average monthly apparel budget results from survey; respondents spend an average of $170 per month every year on special occasion clothing.

The favorite clothing color palette for respondents includes black, white, dark blue, red, and chocolate brown.

SHOPPING RESEARCH

Webpage Layout: Home page displays current season’s features

Navigation away from home page brings user to simpler pages with white background

SHOPPINGCategory: Women’s > DressesSort by: “Best Selling”Analyzed first 50 cocktail and evening gownsPrices ended in -8.00 or -0.00Clerance: black, pastels, leather, loosely fitted

gowns

Saks 5th

Home page features current fashions

Dresses, sort by Best Sellers

Pricing, even dollar amounts, prices usually end in -8.00

360 videos of garments on models, walking a runway

Clearance: Pastels, prints, gowns with black and bright color combinations, loosely fitted gowns

White House Black Market

In-storeLots of space in between fixtures, garments were

organized by occasion. Jackets and dresses were featured throughout the store

Salesperson approached me within 5 minutes of entering the store

Clearance rack included black, white, grays, and prints.

Most of the store was black, white, gray, with a few prints

Prices end in -8.00, -2.00, or -0.00

BCBG

Home page has eye-catching product featuresSort by: best sellersClearance: White, yellow, green, a few black

dresses, prints, multicolor, a-line and loose fitting dresses

Prices end with -8.00

Nordstrom’s

Front page has a wide variety of categories featured

Narrowed category of Women’s Dresses to Cocktail, then viewed by Customer Rating.

Clearance includes several bright colors, wide variety

Stores analyzed: Ralph Lauren, Saks 5th Avenue, White House Black

Market, BCBG Max Azria, Nordstrom’s, Bloomingdale’s

BlackDark blueWhiteNudeGrayCreamSilverMaroonRedOrangeGreenSequined

Color Research Summary

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The favorite clothing color palette for respondents includes black, white, dark blue, red, and chocolate brown.

CUSTOMER PROFILEName; Kathy Age: 42Location: ChicagoOccupation: Business Consultant in a small firmEducation: Bachelor’s Degree in BusinessMarital Status: Married, 2 kidsHousehold Income: $225,000Leisure Activities: travelling around the U.S. with her kids; spending vacation time in warm locations such as Phoenix and Palm Beach; eating at upscale local restaurants; exercise classes; gardening; reading novels; trying new cuisines. Housing: She and her husband are “empty nesters” with a four-bedroom house in a peaceful suburban community.Pets: Shih TzuNews Sources: The Daily KOS, CNN, other online sources and local newsFashion News Sources: magazines, articles included in frequently-checked news sources, observing trends on the street, seeing what’s in stores.Favorite Stores: Local boutiques, White House Black Market, Coach

MONTHLY BUDGET

Yearly Income: $200,000After taxes: $170,000$14,167/monthMortgage: 2000 Car Payment (2 vehicles): 700Health Insurance: 1500 Groceries: 300Eating out: 300 Phone bill: 200Cable: 80 Utilities: 100

Student loans: paid off Credit cards: 500Entertainment: 150 Clothing allowance: 750Incidentals: 200 Gas/Travel: 200

Total expenses per month: 6980Remaining $7,187 is divided between estate investment and an emergency fund.

SOCIO-CULTURAL ISSUESEconomic: She is concerned about her children’s abilities to pay off student loans and the rising cost of their education. She and her husband are starting to save for their retirement, so they pay close attention to the stock market.

Political: She and her husband are well-informed voters; they follow politics at the state and national levels. They’re also very concerned with international tensions regarding countries that affect their businesses, and hope the U.S. avoids conflicts.

Social: She is very concerned for women’s rights and education. The environment is also a concern, and so she and her family recycle and try to buy domestically-produced items. She also likes buying from companies that have strong social responsibility practices.

Hangtags

Inspiration pages

refract.

100% Silk Dupioni Shantung

100% Silk Chiffon

Midnight

Cadence

Celestial

Gray

Crimson Glory

Chandelier

Dusk

Mattina

Mid Winte

r

Dawn

Sundown

Daybreak

Repeating Print

A small-scale print in neutral colors would be suitable for lining fabrics in both apparel and accessories.

Woven Print

Asymmetrical long-run print. Used for less expensive but still one-of-a-kind garments cohesive with the brand’s line.

WEBSITE FLOW CHART