Theme

BYZANTINE IN SPRING
MARKET: SPRING 2012 MISSY

Octavius Terry

May 10, 2001

My Customer:

Claritas describes my customer as “American Dreams.” The age

range is typically 25 to 54 and Upper-Mid as far as income is
concerned. The median household income is around $58, 517
with a family mix and more than likely a homeowner.
Considered professional, some of the lifestyle traits are they are
more inclined to buy motivational tapes, own a Lexus, and
sometimes shop at Old Navy. The ethnic diversity in this group
is a mix of White, Black, Asian, and Hispanic.

Size Range: Missy 4-14

Retail Price Range: $38.00 To $88.00

Key Competitors: Chico’s $39.00 To $99.00

White House Black Market $38.50 T0 $108.00

Jones New York $44.00 To $109.00

Ralph by Ralph Lauren $49.50 To $149.00

Theme And Market Trend:

Byzantine In Spring is the theme and the market trend for

summer 2012 is described by Fashion Trend research as
“Relaxed Sensation.” This trend thrives on resilience, and doing
without generous styles in monochrome colors with selected
accents. This trend also demonstrates a refreshing casualness
with a redefined nonchalance with simple sophistication with
hidden surprises.

Layering Fabric: Gommatex Jersey

80% Cotton, 20% Polyester

Colors:

Sun porch

Sunset Strip

Sand Fossil

Fabric Selection:

The fabric that was chosen is a blend of %80 cotton and %20
polyester which gives the this particular jersey a soft hand and a
beautiful drivability. This fabric well represents the Relaxed
Sensation trend that is seen in most of the SP2012 predictive
research.

Color Stories:

Colors for spring 2012 predictives are from these 3 categories:

BASIC- White/Sand/Stone

MATCHING- Champagne/Ecru/Camel

ACCENTS- Red/Blue/Pale Green

I have chosen to use 3 primary soft colors called Sun Porch,

Sunset Strip, and Sand Fossil. These colors provide harmony
within this collection because of the Byzantine age and its similar
colors, and also the modernized esthetic of SP2012 Byzantine In
Spring.

Key Silhouettes:

Shirts /Blouses: Flowing lines, super soft qualities, full sleeves,

tucks and drape. Open necks are also a major trend silhouette
for SP2012.

Wholesale Price: $19.25 to $44.00

Bibliography:

www.claritas.com

Trend Research Spring/Sumer 2012

www.styesight.com
The World Of Merchandise Management, P. Reiner, 2006.