8/14/2019 Final Forecast Poster

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C O N T E X T

S O C I A L

• Movies feature mystery, sci-fi, thriller, and adventure/action plots which reflect consumer uncertainty and curiosity of the futureduring this time.

• Women are becoming more accepted as an authoritative and respected individual in the workplace and daily life; women rightshave significantly improved over the years and increasing divorce rates have caused a need for an independent and self-providing

lifestyle.

P O L I T I C A L

• Women such as Hillary Clinton and Michelle Obama have become popular figures in politics; Clinton‟s involvement in office and

Obama‟s well-liked fashion sense have given women a sense of empowerment, while still embracing their feminine side.

• The dysfunction of the current U.S. healthcare plan is making many consumers feel economically insecure.

• With Obama‟s promise of a better economy in 2008 there has not been a significant improvement, therefore people are

questioning Obama‟s plan to save the U.S. from the recession.

• The U.S. involvement in the Middle-East: although there has been less concern with Iraq, there is worry about the nuclear threats

from Iran.

E C O N O M I C S

• The failure of many banks has caused consumer confidence to fall, in result there is hesitation to invest in the economy.

• Consumer spending is still low, and is not expected to increase in the next few years.

• Unemployment rates increased due to recession, and aren‟t expected to decrease until the economy is stable.

C U L T U R A L

• Because of the 2010 Olympics being held so close to the U.S. in Vancouver, Canada this will result in more American spectators;thus increasing the popularity of American culture which will ultimately effect fashion.

• The entertainment industry reflects current hardships and the negative social mood.

• Television series continue to influence fashion trends of teenagers and young women.

• An increase in immigration has caused a blending of cultures.

• Consumers base their purchase decisions on convenience; they get what they want, when they want it.

 W H A T I F…

N E G A T I V E S O C I A L M O O D

• With the threat of nuclear weapons in Iran, President Obama has declared that if there is no cooperation from Iran to come clean

on all nuclear efforts, there will be consequences —a possible war. If the U.S. was to go to war, the economy would plummet onceagain and the hopes of reaching a better economy would be demolished.

• If the social mood is negative, its effects on fashion would be as follows; dark, harsh colors would be used more in apparel, styles would reflect rebellious attitudes, and consumer spending would drop, resulting in a further set back in the fashion industry.

P O S I T I V E S O C I A L M O O D

• Obama‟s promised changes to help improve societies well-being could come into affect and people‟s uncertainties or worriesabout the future would disappear. The U.S. would fully withdraw from the War with Iraq, and insecurities about Iran would fade

away. Signs of happiness would surface with the reappearance of the „green movement,‟ positive upbringings from the

entertainment industry, and an improvement in consumer spending and leisure activities.

• If the social mood is positive, its effects on fashion would be as follows; brighter, more vibrant colors would be popular, styles would become more flashy, detailed, and of higher value. Consumer spending would increase as luxury and higher-end products

 would become more appealing, reflecting consumer‟s confident attitudes.

C O N C L U S I O N

 With a new political party in office, a slowly improving economy, and a new social mood our society

life-changing recession. Consumers have adjusted their lifestyles to accommodate for their losses, the future holds politically, economically, socially, and culturall y. In result, consumer uncerta

industries colors, styles, and trends. For example, our current state o f society is not black or white, has been dominant throughout 2009. Just as consumers are uncertain, they are also very conscious

not have the extra money to buy luxury items, therefore demand products that come as more oessential. In addition consumers are looking for a more comfortable look by wearing loose fitti

consumers are still wanting comfortably fitting apparel, the „boyfriend‟ trend will slowly fade adesigns appear in 2012— just as styles from the 1950s.

Fashion of the 40s consisted of a more masculine look for women‟s apparel due to women taking ov while they were off at War. After a victorious World War II, the economy fully recovered and styles b

more confident and respected in society. In result, women embraced a more feminine look which 50s; consisting of sweaters, longer circle skirts that fell just below the knee, fitted jackets, and sh

 women‟s roles in society have progressively improved. Today women are seen as more dominan blurring the line between gender inequality and ultimately fashion trends. Michelle Obama exhibits

not to mention fashion inspirations. Her styles show sophisticated, chic-business attire, that we prchange from the „boyfriend‟ trend to a more feminine look.

Therefore we have designed a garment that serves the many needs of a women‟s everyday life; the M with versatility and comfort. This 50s inspired, flirty, but sophisticated dress is very appropriate for t

dress it up or down! The collared halter top with a conservative “V” neckline gives the garment a cl band around the waist and flared skirt bottom falling just above the knee, compliments the body givi

aesthetically pleasing and flirty. Women may choose to wear it for a day of shopping with a simple qit up for a dinner date or drinks with her friends by adding accessories. This look allows our consum

showing off her silhouette in a relaxed, chic, respectable manner.

B R E A N N A B O C C H I - Breanna.Bocchi@email.wsu.edu

L A R I S S A J O H N S O N - Larissa.Johnson@email.wsu.edu

O T H E R P E R S P E C T I V E S

• Color invokes emotion of excitement and desire, therefore it will be a very important mood lifter for 2012. Colorful apparel willinspire a new beginning and upbeat, fresh start which consumers are looking for. Thus, forecasters have predicted that the future

 will be full of bright colors that influence optimism and confidence.

• Sequins and decorative gemstones reflect a flashy and rich looking lifestyle which consumers are using to escape their currenteconomic hardships to feel a sense of belonging to a higher social class. Therefore this trend will continue into the future to

encourage consumers to work harder and o btain this social status, which will ultimately improve our economy.

• Reflecting on the current state of the economy, consumers are looking for comfortable, retainable and easy-to-care-for garments.

 Which forecasters predict will cause a boom in the sportswear industry, in result making the casual look popular and formal attireless appealing.

• Within the sportswear industry, microfiber fabrics will c ontinue to gain popularity; which are constructed from wind-proof and breathable fibers, resulting in fabrics tha t maintain environmental control in all types of weather

conditions. Microfibers are not typically used in formal attire, therefore reinstating the fact that sportswear will bemore popular than formal wear.

C O L O R I N S P I R A T I O N

The Peace of Mind (see link for complete color forecast) color forecast for Spring 2012 will be a season of comfortable, soothing pastel-like colors. With consumer‟s feeling of uncertainty in society, they are seeking colorsthat will alleviate their anxiety and lift their social mood. By choosing soft, pastel colors that invoke happinessand comfort, our consumer‟s will be at a peace of mind when wearing our garment.

DAISY MELON PINK  RIBBON

ROBBIN‟SEGG

CHAMPAGNE COTTON

P R O B L E M S T A T E M E N T

Fashion is an ever-changing industry that always has room for new designs, colors, and trends. Looking at social,political, economic, and cultural events throughout history, it is evident that fashion is influenced by each factor of society. The consumer‟s social mood and economy are key factors that ultimately drive the fashion industry. By analyzing the past 30 years to uncover patterns and trends, we were able to create a color and style forecast forSpring 2012.

M I C H E L L E

Envy‟s Michelle dress is everything a single business woman could ever ask forand need .

T H E G A R M E N T – “M I C H E L L E”

E N V Y 

S T Y L E I N S P I R A T I O N

Because of recent involvement in the Iraqi War and the economic recession, evenimitate those of the late 1940s and early 50s; therefore, our aesthetic inspiration comof this particular decade. To fit this garment to consumer‟s structural needs in the comrecognized the desire for versatility to accommodate the price-conscious consumer d

 with the need for quality and comfort to feel safe and normal  again during the uncesocial, and cultural state of society.

The dress style Michelle was inspired by Michelle Obama—a role model to women of alto her envy her inspiring ways, courageous efforts, and style. Thus, we have created Mexpress the changed social mood of society.

P E A C E O F M I N D

 Michelle is available in many exclusive Envy colors. As shown to the left, the Champagne colored top and skirt,complimented by the Robin‟s Egg cinched waist, is a decadent color combination that consumer‟s will crave.Other exclusive color choices are shown above.