1. Costumer Profile……………………………….. p. 3

2. Infograph Chart………………………………... p. 4

3. Resort 2013/14 Collection…………………….. p. 5

4. Current Trend Analytic Tracking……………... p. 6

5. Concept Board I……………………………….. p. 7

6. Concept Board II………………………………. p. 8

7. Color Palette Resort 2013/14…………………. p. 9

8. Fabric Selection………………………………... p. 11

9. Runway Inspiration…………………………… p. 12

10. Culture Inspiration…………………………... p. 13

11. Analytic Tracking – Trending……………….. p. 14

12. Flat Sketches…………………………………. p. 15

13. Conclusion…………………………………… p. 16

TABLE OF CONTENTS

Taking a closer look at our female target customer, Dhimitria, a strong-minded, 22 year old college student living in a cozy yet sophisticated studio in Los Angeles, California. She lives on her own, but still is a little dependent on her parents who still support her. She shops at the nearby Trader Joes and isn’t afraid to spend a couple more bucks on filling her apartment with peonies. She also has a free spirited, creative, and confident personality, which is why she loves to step out of her comfort zone and try new things while still keeping it classy. Dhimitria takes a special interest in trying new restaurants and cafes on the weekends as well as attending festivals, specifically the annual Greek festival in Palmdale, California. Also, during her spare time, Dhimitra loves to take photos, paint, and go shopping. The specific stores she shops at are Free People, Anthropologie, Sabo Skirt Online and possibly even the Rose Bowl Flee Market. Since Dhimitria is a student living on her own, she still has to follow a budget, which is why she tries to buy more things from the sale rack. Dhimitria loves being outside, whether it is hiking or collecting shells at the beach. You could say she’s a beach-goer who takes her convertible there every weekend to get away from the chaos and study under an umbrella. At this time, summer has arrived and Dhimitria wants a change. As she was scrolling down her newsfeed on Instagram while tanning, she came across the Kardashian’s photo of their trip to Greece. She decided then and there, being how spontaneous she is, that she is studying abroad!  

COSTUMER PROFILE

Meet Dhimitria Gen YDhimitria & 92 million of her Gen Y friends, the largest in history,

are headed for travel... Are you ready?

Gen Y’ers are worth (USD)

$907 BILLION

71% of women use social networking sites83% are 18-29 years old25% are on Pinterest16% are on Facebook

People living aloneMillions

3.0

2.5

2.0

1.5

1.0

0.5

0.01996 1998 2000 2002 2004 2006 2008 2010

16-24

25-44

45-6465-74

75+

5 things that make Gen Y unique:

technology use

music & pop culture

liberalism & tolerance

intelligence

clothes & fashion

Internet & Phone Behaviors: Gen Y who have

created a socialnetworking profile

used wifi away from home

posted a video online

use twitter

text using a cell phone

texted in the last 24 hours

texted while driving

doesn’t have a landline

75%

62%

20%

14%

88%

80%

64%

41%

There are

every second80+mil.on Instagram

445kaccountsreached

1619

12

2 1<100 <1k <10k <100k 100k+<100 <1k <10k <100k 100k+

# of tweets sent by people with that many followers

7

23

2 2 0<100 <1k <10k <100k 100k+

501k impressions

57kaccountsreached

64k impressions

26kaccountsreached

30k impressions

TweetReach

Greece Comfort Traveling Studying Abroad

21% are married

75% aresingle

4% are divorced

erkl

From Greece, with love

RESORT 2013/14 By  Alexandra  Diaz  &  Annie  Nikoian    To start off our journey to a relaxing getaway, let’s take a plane ride to the island of Santorini, Greece. Dhimitria is a college junior looking to study abroad at an affordable price without losing all the experiences, perspectives and beauty within a destination. After much in depth research, we found that because of the economic crisis in Greece, it is the perfect place to voyage off to. Since Greece is known for their hospitality, they will greet Dhimitria with open arms because tourism is the country’s main source of income at the moment. For our Resort 2013/14 we see crisp, whitewashed buildings and bright blue rooftops, so blue they blend in with the sky. Relaxed yet chic, we also see neutral tones of beige and forest green to coincide with the warm sand of the island and the famous olive trees of Greece. Garden fresh and enthusing tones of magenta and yellow compliment the exciting perspective of the island’s flowers and vegetation. The Santorini Island essentially is the remains of a volcanic explosion. From this volcanic event and the famous Santorini red doors, we also convey a splash of red to represent the spirited and daring traveler. Through light, flowy dresses and slit maxi skirts, crochet and embroidery details, our trend combines comfort and elegance to perfection. After we searched for the remains of tradition and culture of the Santorini Island, we foresee a fresh trend sailing through that Dhimitria will adore. Our trend will have her saying Opa all the way to the airport!

“From Greece, With Love”

CURRENT TREND ANALYTIC TRACKING      

From Greece, with love Resort 2013/14

   

 

   

From Greece, with love Resort 2013/14

     

     

From Greece, with love Resort 2013/14

 

COLOR Palette

From Greece, with love Resort 2013/14

18-1664 TCX  15-6313 TCX  

18-2133 TPX   18-4434 TCX  

12-5206 TCX  

12-0736 TPX  

11-0602 TCX  

14-1118 TPX  

Crisp  Linen  

July  Sky  Blue  

Olive  Green  

Grandm

a’s  Cherry  Pie  Red  

Seas

hore

San

d  

Peon

y M

agen

ta  

Yac

ht C

lub

Blu

e  

Fun

shin

e Y

ello

w  

Color inspiration

Fabric selection

Runway inspiration

Culture Color plays a significant role in Greek Culture. Blue, also seen in the dome rooftops, is believed to ward off evil. The evil eye, also known as the “matiasma,” is believed to cause injury or misfortune to others just by a look or stare. In order to go unharmed, a particular charm is worn; it can either be a blue marble glass with an eye painted on it, or a blue bracelet. The evil eye charm tradition has been passed down even until today.

Analytic tracking - trending

Flat sketches

As Dhimitra sat on the plane back home, she gathered all of her thoughts and memories within this scrapbook trend report. “Studying in the Santorini Islands of Greece was one of the most unforgettable experiences of my life. Here, I was intrigued with the beautiful architecture and greenery. The splashes of blue and magenta kept me excited about what the day has in store. The white buildings were topped off with these beautiful, blue dome rooftops. I was so refreshed and tranquil just being there. While seeing all the pleasures of the island, it was also nice to lay back along the shoreline and take in mother nature, whether it was the olive trees, the blue sky, or the fresh breeze. The best part though, was the stunning fashion taste within the other tourists and even the townspeople. It seemed as though white, long dresses were the go-to piece for the summer. I wore one most of the time I was there because it was so comfortable yet chic; perfect for a traveler like me. Another thing I picked up while I was there were details as simple as a slit on a maxi skirt. It had me feeling flirty yet sophisticated. Aside from clothes, I felt touched by the ancient traditions of Greece such as the “matiasma” and the traditional embroidery. It truly is a city of antiquity. I hope I get to visit Greece again, but until then, Opa!”

“From Greece,

With Love”