RVCA Collection

Isadora Alvarez

 

Gender: Male and Female

Age: 18-30

Status: Single, Married

Race: All

Education: High School- College Graduate

Employment: In school- entry level job

Income: $45,000- Up

Social Class: Middle-Class

Location: Big Cities, Surf Towns  

Target Market

Activities u  Surfing

u  Skating

u  Travelling

u  Listening to indie rock music

u  Shopping

u  Graffiti tagging

u  Attending obscure art shows

u  Reading fashion magazines and

blogs

u  Drinking at the dive bars

Buying Habits

u Shops from brands that signify their

lifestyle

u  Trend driven but also lifestyle driven,

buys clothing that are stylish but fits

their daily activities

u Buys key pieces during every season

but shops periodically or when the need

arises

u Buys contemporary fashion, bridge

designers, and vintage or thrift.    

Branding

             RVCA Collection’s items will be setting itself

apart from RVCA’s other collections by using more luxurious materials such as leather, silk, and higher quality denim. It

will also be different in design as the RVCA Collection is more trend driven, grabbing

silhouettes and details from what’s in fashion at the moment.

COLLECTION

Marketing Strategy  

A special editorial for the collection will be shot

with the 90’s theme in mind. The inspiration for

the shoot will be women icons from that era

such as Nancy Spungen, Courtney Love, Shirley

Manson, and the like, celebrating their spunk

and rawness. These photos will then be used by

RVCA’s artist program to create artworks, and a

special exhibit and media release of the

collection will be held with a grunge concert and

a 90’s themed party.      

2012 Retail Trends

•  Americans are feeling more hopeful about the economy

•  Value for money attitude when it comes to shopping

•  More casual lifestyle leading to less ostentatious buying

•  Luxury sector up by 5-7% from 2011

•  E-commerce industry is booming with an expected $226 billion in sales in 2012

SS’ 13 Fashion Trends

Duty Rates:  

Silk: 8% Denim: 8%

Cotton: 7.5% Nylon: 5%

Cotton Macramé: 8%  

Testing:  

Since RVCA collection is coming out with a swimsuit line, we will be having these items tested for pulling. The waxed denim fabric would

also have to be treated for breaking strength, resistance to yarn slippage, tearing strength, bursting strength, dimensional change,

colorfastness, water repellency, water resistance, fabric appearance, and flammability. Other fabrics will have to be tested for snagging,

colorfastness, and breaking strength.