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WEEK 12 INTROpo
YESS
Holt Renfrew VP fashion director – Barbara Atkin
There is no crystal ball for forecasting, just have to watch the customer
th
175 year for HR – owned by Canadians
used to be a lot of fur, catered to the “carriage trade”-ppl who could afford luxury
- always kept core values in mind
S/S2013
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seasons don't matter in the end
S/S in buying world, deleiveries start November and end around may; we’re talking
more to the customers in the now
Fashion Forecast books: high level thought starter
Start a year out – keep eye, look in art world, movies, etc
To guide senior executives, buyers, marketers
To identify incoming, outgoing and on going trends
To explain the forces behind a trend
To express the corporate objective through timely themes, edifted merchandise
selections and focused marketing initiatives that will result in a profit
Nothing new really, where you put the focus makes it new
Safety net to entire company to --- guide, identify, explain, express
Trend: has to directly affect the bottom line – money
Need to look at
Mens vs womens sections – traditional – put should maybe eliminate gender
because social – choose what you want to wear because it speaks to you, not
because of your gender
Name of theme
Silhouette focus
Colour Fabric
Print/pattern
Details
Key items of the season
look at runway, style.com
look at this before buyers buy
this fashion forecast becomes a live document
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YESSe
theme 1: the great Gatsby – movie is coming out: getting dressed up, fun with fur,
find reasons to dress up –
colors: white (seasonless) , soft greys, pastels, greens
patterns; abstract, figuratives, knitwear
fur in the summer – prada, fendi – ppl will buy it, and wear it when they want
November-may – lots of times, so many stories
Theme 2: sexiness in rio
In February – so not so depressed, want ppl to have color etc, lace, colors, neon,
plaid
forecastingL you need to rally ppl around it – can start a trend
everything old is new again – its how you wear it !! eg chiffon plaid
theme 3: surf citiy:
hemy salon – slim mens suits, ppl didn't think they would wear them, but now
everyone wheres slim suits, became inspired by the freedom of west coast, - relaxed
life style, never dressed up - can be who you want, whenever you want – he was
able SLP from YSL convinced name change – monumental , moved paris house to
venice beach
colors: cement, concreate, mauves
patterns: stupes, sun washed cottons, plastics,
CANT FORGET about the casualness , money goes to casualness tho, more effort to
get dressed up
In 7 minutes, Marc Jacobs changed fashion – took our eye from what we thought was
sexy to something new Theme 4 eastern passages: ysl in the 70’s – bohemian, trip through india, smokey,
paisleys, safari,
colorsL terracotta, dusty pastels, almost blacks, apricot
at the end of the day: a piece of clothing is a piece of clothing, it's the dream that
makes you want to wear it
silhouette focus:
feminine. Boxy, tube, full, trapeze
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do this for coats, shoes etc’’
by October finished buy for s 2013
- trends: Japanese tailoring (kimono sleeves, wide pants etc), romanticism
(great gatspy, chiffon, soft), bold color (rio), print remix, slice and dice
)cutouts), coloured leather, 50 shades of white, sheer
buy in the end is about customer and what catches ur eye
look at blogging, tweeting etc
color blocking – take and cut up prints
sheer fabric – seasonless
lucky stripe
colored leather
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must have items:
knee lengther topper
cropped jacket
peplum top
crewnecks
carftan/tunic
oversized sjirt
the bra top
full cullotte
cigarette pant
soft fluid pant
pant suit slumm knee
loose short maxi skirt
tube skirt
the shirt dress
feminine sun dress
the logo cap
wide brimmed hat felt now, straw sping
rounded colored plastic frame
skinny belts
waist clinchers
multi-purpose scarves
oversized clutch
hand held satchel – color, or interest
woven bag – in rio story
minaudiere bags – statement evebubg bags
saddle bag
square shopper
café bag
statenebt cuffs
big earrings
chockers
pointed toe pump
ankle cuff
pointy toe flat
uniform platform
sling back
block heel
wedge
man tailored shoes
gladiator shoes
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