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Meghan Allen

Intro to Fashion

Business

Fashion Journal

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Contents

Entry 1 …………………………………………………………………………………………………………………………… 3

Entry2 ……………………………………………………………………………………………………………………………..5

Entry 3 …………………………………………………………………………………………………………………………….7

Entry 4 …………………………………………………………………………………………………………………………….9

Entry 5……………………………………………………………………………………………………………………………..10

Entry 6 …………………………………………………………………………………………………………………………….11

Entry 7 ……………………………………………………………………………………………………………………………..12

Entry 8………………………………………………………………………………………………………………………………13

Entry 9………………………………………………………………………………………………………………………………14

Entry 10 ……………………………………………………………………………………………………………………………15

Entry 11……………………………………………………………………………………………………………………………..16

Entry 12………………………………………………………………………………………………………………………………18

Entry 13 …………………………………………………………………………………………………………………………….19

Entry 14……………………………………………………………………………………………………………………………..21

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Entry #1 Women’s Wear Daily-February 1, 2013

MAC Cosmetics Expands Presence in Africa

MAC cosmetics is reaching out and expanding their brand to new countries in South

Africa. The company wanted to reach a new target market and expand their empire to new

countries that some do not offer the brands product in any store, like Nigeria. They chose to

start their expansion in Nigeria because of the loyalty of their customers who even though have

not had the products in their country, unless purchased from elsewhere, the company said that

Nigerians are very brand loyal and they intend to make their products designed for them,

featuring more darker shades and also making the formula humidity resistant because of the

location they are in. This will be a start of a three year expansion to different countries and

cities, making this company ever growing and successful.

MAC wanting to expand their business to more countries and making their company

larger is a great idea not only for the customers but also for the business. Since MAC is one of

the worlds largest and leading makeup company’s and expanding their business to new

countries could have some advantages but also some disadvantages. Reaching a new client

market could be hard when going into a new country but within time the company could be

helping many people who have wanted the MAC brand in their country. I think this company

really knows how to market and base their products off what the customer’s want, such as

having the formula in their makeup be humidity-resistant and have many of their add

companies and marketing tools feature black models to relate with their target market.

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MAC Cosmetics is determined to conquer a new continent — Africa — by entering a trio of new

countries and planning a three-year strategy to build business.

The brand will open its first freestanding store in Lagos, Nigeria, on Saturday, on the heels of

launching other units in Zambia in December and Botswana in early January.

The Lagos store, which the company is doing in partnership with Essenza Co., will be located in

the Ikeja City Mall. A second MAC store is planned for The Palms Mall in Lagos later this year,

and within three years, the city may be home to as many as five MAC stores. The capital city of

Abuja will be next, followed by Nairobi, both within the first three years MAC is in Nigeria,

noted Karen Buglisi, global brand president for MAC Cosmetics. “Each market we enter will

have to have the ability to support multiple stores,” she said.

While MAC has been successful in its 22 doors in South Africa for more than a dozen years, the

untapped potential of sub-Saharan Africa was highlighted by William P. Lauder, executive

chairman of the Estée Lauder Cos. Inc. and MAC’s parent company, at the company’s annual

shareholders meeting in November.

Nigeria is an especially attractive market given that it is the most populated country in Africa,

with approximately 166.6 million residents, noted Buglisi. About 17 million people live in Lagos,

and as a bonus, cosmetics consumers in Nigeria are very brand-loyal, she said.

As well, despite the fact that MAC isn’t yet sold in Nigeria, the brand has tremendous

awareness from the wealthy Nigerians who purchase it in Paris, London and New York, Buglisi

said.

“MAC has always been a trailblazer in emerging markets — India, Brazil and Turkey, for

example,” said Buglisi. “We believe that the breadth of our product line, particularly in

foundation shades, and our pricing will appeal to the Nigerian market, as well other African

markets.” For instance, she noted, the brand’s Studio Fix Foundation is available in 50 shades,

including very dark shades, and the formula is humidity-resistant. Visuals in the stores will

feature black models

Buglisi is also looking to install a resident trainer and a senior makeup artist, who will also serve

as a media spokesman, in the market within the next 12 to 18 months; until then, employees

from South Africa will get things set up.

“We will have a full menu of services,” she said, noting this has been true of each of the brand’s

entries into emerging markets. “We want customers to be able to go to any market in the world

and have a seamless service experience, and we will provide top-notch education to make this

happen. We want to go in to Africa boldly and say, ‘We’re here.’”

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Entry #2 Chicago Tribune -Jan 20th, 2013

Get Seyfried's Hollywood chic for cheap

As one of Hollywood’s hottest stars Amanda Seyfried is making her way to promote her

newest movie Les Miserables, the fashion choices she has made over the years has sparked

retailers to copy her look for less. As she makes her way through the red carpet and other

events like the Hollywood Walk of Fame star ceremony for Hugh Jackman, retailers like Forever

21, Nordstroms, Target and many more are telling viewer where to find her looks for less,

making it affordable for the average customer to dress like the stars without spending more

then you have to.

I think it is great that local retailers are offering styles of clothes that imitate what the

celebrities are wear. Many people always look up to famous people to see what they are

wearing and to get inspirations for looks that they want to create, and to have the clothes at a

cheaper price and located at local retailers like Target and Forever 21 is very convenient for

people who do not have the money to spend on designer labels, but still want to look chic and

fashionable like the stars. Since more and more people are looking to dress to impress like

many of the stars do, selling versions of these clothes at local retailers will spark more business

for them and give shoppers a way to look like a star.

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Actress Amanda Seyfried is busily promoting her new film, "Les Miserables." The actress, who

plays Cosette in the film, is treating fans to a whirlwind fashion tour as she walks red carpets

around the globe.

Over the years, we watched Seyfried go from a vapid blonde in "Mean Girls" to a leading lady in

"In Time" and "Red Riding Hood." She has also made quite the style transition over the years.

Once a teen in boot-cut jeans and spaghetti straps, the actress now walks the red carpet in

sophisticated gowns.

Seyfried chose a ruffle-hemmed Balenciaga gown at the "Les Miserables" premiere in London, a

gold bustier Alexander McQueen for the film's New York premiere and a Misha Nonoo spring

2013 white dress with clear panel hem at a luncheon in New York City.

The actress visited the Hollywood Walk of Fame for co-star Hugh Jackman's recent star

ceremony wearing a Burberry belted trench, Heroine leather tote by Alexander McQueen,

tights, suede booties and some killer red-tinted shades. She looked sophisticated, classic and

every bit the movie star.

For a similar trench with piping, try the Merona water-repellent classic trench coat in khaki with

black piping from target.com for $37.49.

Suede booties come in handy for multiple seasons. Try the Lauren Tiara suede platform bootie

for $74.99 from ralphlauren.com for a high heel or the tasseled zip booties with a wooden heel

from Forever 21 for $22.96 (forever21.com) for something a little shorter.

Seyfried's tote bag and retro sunglasses are fun accessories. For a similar bag, try the Urban

Expressions flare bag in black from misskl.com for $76 or the Ivanka Trump crystal-top-handle

satchel handbag from zappos.com for $175. For shades, get the Quay retro sunglasses for $38

or the A.J. Morgan front-row sunglasses for $24, both from nordstrom.com.

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Entry #3 Vogue Article- Jan 2013

Beauty: Perfect Ten: THE YEAR AHEAD

With the new trends for this coming year, there is a new product of makeup that is sure

to light up the dance floor and the spring looks. Glow in the dark makeup is making its way into

the fashion world as Alexander Wang’s fashion show was finishing up. The new glow in the dark

makeup is by Make Up Forever and it is available in eye shadows and lipsticks. These products

can be used wet or dry on the face, mouth and hair. This trend has becoming so popular that

other makeup brands like Stilia is coming out with their own version for the lips that is coming

out in March. Giving a new spin on the usual eye shadow and lipstick colors will make going out

even better when you light up the dance floor in the hottest clubs or parties.

I think this product of glow in the dark makeup is an interesting and fun concept

especially for people who like to go out the club, parties or like to wear different types of

makeup. If I found this product in the stores I would possibly want to try it out and see how

effective it really is, but this product might be popular for a while especially with the younger

generation, but I am not sure if this product will stick around for more than a year.

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Entry #4- Fashion Observation

For this spring season I looked at women’s fashion and noticed that there are a lot of

sleeveless and cropped shirts, embellished shorts and skirts, dresses that are very A-line, bell

shaped, fit and flare and the flowing shirt style with a great pint on them, also the use of the

jean and varsity style jacket is coming back. This upcoming season a lot of the focus is going to

be made around the skirt, either with the length, the style or the way the pattern looks. I

looked on WGSN and also online at Forever 21 to compare what articles on a fashion website

predicted and if those predictions were really true by looking at a store online. I think that

Forever 21 is a well-rounded store that has many products in different styles to complete any

look, so looking on their website to see the new trends would help me see if these predictions

are accurate. Some other observations I noticed on WGSN are going to be a lot of short shorts

with unique patterns as well as a flared pant leg. So far when I look online I can see some of the

styles that are predicted but there are some like the flared pant leg and varsity jackets are not

quite in yet.

Compared to last year’s spring and summer wardrobe the big emphasis was on tailoring

with the skirts, shirts, dresses and jackets. That style was made for more of a classic and form

fitting look, unlike this year’s wardrobe is all about expressing a unique style with different

patterns and cuts of the garments are going more A-line and flared. Last year’s style also

focused on asymmetrical shirts and mini shorts. This year they are still continuing the mini

shorts, but they are also playing up the patterns and details of the garment.

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Entry#5- Sears Trends

When walking through Sears I noticed many different eye catching trends though out the

men’s, women, children’s and teen departments. One trend that I noticed that carried though

the departments, are the new spring colors in bright peach or pink, green, blue and tan in the

shorts and pants. I thought it was interesting that even in the men’s department you still saw

the same colors just not as bright in the bottoms, but they had the same colors in the shirts.

When I was walking around the rest of the store the same bright colors are making its way in

the home department along with the cookware. There were different skillets that have the

color trends at the bottom, and many coffee pots that are in the bright colors as well. In the

home department, the colors were seen in the kids bedding and sheets.

Another trend that I saw was the polyester material in the shirts in the teens and women’s

department. They are making shirts, skirts and shorts in this type of material, making it feel like

silk for the hot spring and summer days that are coming up. I was also walking around in the

home department and noticed that they are putting out sheets made from the same polyester,

silk like material to keep you cool at night.

The third trend I saw was that many of the details on the fabric patterns are floral, stripes and

polka dots along with a lot of abstract swirls. This trend has the trend colors in the design and it

is popular in the girls, teens and women department. When I looked in the men’s section I saw

many Hawaiian floral shirts along with a paisley print and the long stripes. When I walked

around the rest of the store you can see the trend in the different patterns in the home section

in the bedding and sheets along with the towels.

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Entry #6- Sears Trends to WGSN

After looking at Sears I went on WGSN and researched the spring and summer 2013

trends. From the searches I found an article from Saks Fifth Avenue stating their new spring

trends. In the article, it states that “Department store group Saks Fifth Avenue has unveiled the

trends it sees emerging for the spring centred on “an influx of collections notable for their

playful colours, lighter weights, feminine charms and ethereal moods”. Spring’s most visible

trend is the “whimsical intensity” of the colour palette. “Hues are brimming with pigment”,

with bold primary colours including red, yellow and bright blue leading the way on the designer

runway. On the more feminine side, there is an abundance of “realistic” floral and botanical

prints. These prints are “crisply drawn, vibrantly coloured and digitally enhanced”.

From this statement, I found that the bright colors and floral patterns I saw in Sears

were indeed a new trend in fashion for this season. The colors they states that were popular for

this season are the more primary colors, but I also saw shades of green and lighter hues of red,

like pink and peach. They also said that the floral and lace pattern is also making its way in this

season giving the women’s clothes a feminine touch along with a lot of A-line silhouette. As for

the details of the garments, “graphics include bold stripes, checks and a variety of oversized op-

art patterns enhances the season’s bright pops of color, geometric lines and artistic details. The

season’s major trends are precision floral and lace in color sweetening the presentation frayed

or faded, bleached or broken-in, distressed denim are also in style for this season”. Even though

it did not specifically say what type of fabric they are using, the article did state that they are

having lighter weight material. I think that my observations were pretty accurate on the new

trends that are arriving for this season.

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Entry #7- Fabric Swatches

Made in China out of 98% Cotton Made in China out of 64% Cotton

and 2% Spandex and 34% Polyester and 2% Spandex

Made in Vietnam out of 100% Polyester Made in China out of 100% Polyester

All of these pictures are different trends that are out for spring and summer, the bright pink

color and the floral print along with the geometric shaped designs. The garments made out of

100% polyester are made to feel like silk and are very free flowing, which are becoming popular

with the hot weather that will be coming.

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Entry #8- Global Trends

When looking at the different countries to compare and make a prediction of what

trends are to come for the new few seasons I thought to look to Paris, France for inspiration.

When looking at WGSN I saw that the trends that were popular in Paris were long floor length

skirts, cropped tops, long jumper dresses, and a lot of embellishments on the shirts. For the

spring season I think that we will be seeing a lot of the cropped tops since the weather will be

changing along with the longer skirts to match and make an outfit. But I think for the fall we will

be seeing the longer skirts continue until the weather gets colder along with a lot more sweater

dresses that the customer can embellish with different accessories. I also think that the fur

coats and vests will make its way back for this coming fall season as they showed in the Paris

Fashion Week.

Another country I looked to was Malian, Italy for their upcoming trends. Some of the

trends in Malian were shirt dresses that I think will be coming in for the spring and summer

season, a blue denim shirt, pleated skirts as well as embellished mini and pencil skirts. For the

summer and spring I think we will be seeing a lot of lace miniskirts, along with flowing shirt

dresses that could be made out of a silk looking material and will be paired with a belted waist

and long necklaces. As for the blue shirt, I think it will stick around into the fall season as denim

is making its way back into shirts and jackets.

The last country I thought to look for trends is Tokyo, Japan with their fashion night out.

When I looked at fashion from Japan I noticed that there were many similarities as Paris and

Malian. In Japan they are wearing the cropped shirts, pencil skirts, and longer floor length

skirts. Some garments that I saw that I think are going to make it in the spring and summer

season are the maxi dresses, with a new added print to them, along with the sleeveless shirts in

a silk like fabric. Since the weather is going to be getting warmer, finding clothes that have

lighter fabrics is what the season’s trend is going to be about.

I think my predictions are pretty accurate because as I look though the stores, like

Forever 21 and online to see what new clothes are coming out for the spring and summer I am

starting to see retailers put out the embellished skirts, especially ones with lace, along with

flowing dresses and the cropped tops. Many consumers want to stay cool during the hot

months and these key pieces that I saw from the different counties are finally making its way

over to the United States for this season’s new trends.

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Entry #9- Visual Displays:

Love Culture

Love culture is a store in the Woodfield mall and it is targeting towards younger girls in the

teens and early twenties. I liked these window displays because it shows a variety of the clothes

they sell, along with all of the spring colors that are popular. These displays show outfits that

you could wear on a hot summer day going to the beach, out on a date, going to school or out

shopping with friends. The outfits that are displayed are also very appropriate for all ages so it

gets more people to come into the store and look around. I also like that each mannequins

outfit has a different look to it, giving me new ideas for my spring wardrobe.

Fashion Q

I like these displays because it shows a couple of different looks that you could wear in many

occasions. They show a good selection of their products such as the shorts, pants, and skirts.

Before I walked in, I have never hear this store before and what attracted me to come inside

was their bright colors and the way the mannequins were styled. I like how the displays shows

the new trends that are in such as the colors and the different accessories that you could pair

with these outfits on display.

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Entry #10- New TV Show: The Carrie Diaries

In the new show the Carrie diaries, the show explains the life of Carry Bradshaw from Sex and

the City before she grew up. In the show, the fashion is taken place in the 80s with many

different colors and patterns. I think that one of the trends that will come from this show and

emerge for this year’s wardrobe is brightly colored blazers and pants along with patterned

dresses with a lot of detail. Since Pantones prediction for the color trends this coming season

are some brighter pinks and emerald green, I think that these trends will start to catch on and

continue from last year’s collections. Since spring and summer are supposed to be about having

fun and bright colors, designing printed dresses and bringing back the pastel pants and bright

colored jackets will give the customer a sense of fun and that they are being unique, and that

they can stand out and make a statement. Some of trends that I can see in this show that will

make this coming seasons fashion a hit are chunky necklaces and earrings. Every girl would like

to have a statement piece that she can pair with her new jacket or pants to give her outfit a chic

look with some added bling or color.

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Entry #11- Stella McCartney

The designer I choose to look at is Stella McCartney. I have always admired her fashion style

and the different garments that she has come up with. When I looked at the website I saw the

different looks from her spring/summer 2013 ready to wear collection. As I was looking through

the photos of this line I came across an outfit that had a light green strapless peplum top with

grey pants. I thought this look is very chic in a sense that many people from different groups

could wear this outfit. You could see celebrities wear this outfit with some accessories or you

can see the average working woman wear this outfit with a cardigan in the office. The reason I

like this look is because many people can pull it off, you can add different pieces to it to make it

dressier or keep it casual. These two garments are great essentials that you can wear with other

shirts and pants to make different looks for different occasions. I think that this style could be

copied so that people from the middle to lower class could afford to look just as fashionable as

someone in a higher class that could afford this designer label. Some of the stores that I can see

this outfit being sold in would be the designers own store as well as high retailers like Sacks

Fifth Avenue, Niemen Marcus and Nordstrom. I also think that this look will be copied and sold

in stores like Macys, so that other people could wear the look as well.

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Entry #12-Career Descriptions

Fashion Designer: a fashion designer is the root to every design, they are the person who comes

up with an idea for a garment or accessories and brings the idea to life. They are in charge in

creating and making sure that every aspect of their idea is being made to how they envisioned

it. They are responsible for selecting the fabric, any zippers or buttons that go on the garment

along with the final showing of the piece. Most of the time the designer will be involved with

showing off their creation in a fashion show where they pick which items are going down the

runway and who will be wearing them.

Fashion Buyer: A fashion buyer goes to different designers or suppliers and they purchase

different types of clothes and accessories for a certain store that they work for, or for a large

chain of stores. They get to look at the different styles of clothes and determine if it will be

popular in the stores and if it would sell. They need to understand what is in and out for the

upcoming season and what the customers are looking for with the new trends. One of the most

important parts of being a buyer is staying in contact with different supplies so they can get

samples and get a good price for the clothes they do order.

Product Development Manager: A product development manager helps out with the creation

and delivery of new products along with the design, production and technical team. This person

makes sure that they stay in contact with their current partners while looking for ways to

expand and gain new partners for their products. They work with how a garment will be

marketed as well as the construction of the garment itself. They make sure that the garments

quality is up to its standards to be sold as well as making sure that the garment will be sold by

doing research and observing the industry.

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Entry #13- Fashion Don’ts

This picture of Fergie and Sarah Jessica Parker is a fashion don’t because the sheer silk like

fabric is too see through making their undergarments show through, making these dresses look

cheap and classless. There is a proper way to have sheer dresses and shirt but when you are

showing off everything that is underneath it can be a little much. Along with Fergies spray tan,

the orange color does not look the best with her skin tone, and the black undergarments.

This picture of this floral printed shirt and printed shorts are a fashion don’t because although

the colors maroon and white would go together the two different patterns on the shorts and

shirt makes it hard on the eyes when they are looking at the outfit as a whole. Also since there

are two different patterns, they don’t complement each other with the lines and shapes going

in different directions. If this person was wearing just the shirt with plan white shorts I think the

outfit would be put together better and it would be easier to look at.

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This picture of Cher is a fashion don’t because it is very see though and there is barley any

fabric to cover the appropriate parts of her body. Another reason this is not a good look for her

is because it I not very age appropriate and it is not the right outfit she should be wearing to an

award show. Even though Cher does have a slimming silhouette, this outfit revels too much.

The leather that is used seems to fit but between the jacket, the boots and the part that is used

on her jumpsuit is taking the use of leather to the extreme.

Kimbra’s dress at the Grammy Awards is a fashion don’t because the tool and sparkly see

through sheer fabric does not complement each other very well. The light blue tool fabric that

hangs from the shoulders and her waist makes her silhouette look larger then what it actually

is. The dresses length is a bit to long for her height and she could possibly trip if the fabric got

caught on her shoes.

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Entry #14- Fashion Career Choices

Visual Merchandiser: I think being a visual merchandiser would be a perfect job for me because

I would get to experiment with different looks while putting them on the mannequins to show

off to the customers. Getting the chance to show my style and the new trends that are coming

out for the upcoming season would be an absolute pleasure to do my job every day, since I like

to help put outfits together for other people already.

Fashion Buyer: I think being a fashion buyer would be a good fit for me because I am always

looking at the new trends and styles in the different stores, and trying to compare the cost and

the quality to make sure I get the best deal for what I am getting. Like a buyer I always looking

forward to what is coming next for the fashion industry and getting a head start into the new

season to see what will be in style.

Stylist: I think being a stylist would be a good fit for me because I like to experiment with

different looks with either the clothes I already have, my friends clothes or going to the stores

and trying to pick out the latest trends. I am always giving advice to my friends on what looks

together and helping them put outfits together when we go out, many people look to me to see

what I am wearing and I always get complements on the clothes I have. Being a stylist is helping

others with trying to make them look their best with the clothes they have, and guiding them to

make them look and feel better about themselves with what they are wearing.