applied trend forecasting: urban outfitters spring/summer 2014
DESCRIPTION
A predictive trend report for Urban Outfitter's Spring/Summer 2014 season. This presentation highlights the research on the brand's image, target customer, and a specific trend forecasted for this target market. Utilizing trend reports we predict that 'Festival Fashion' will continue to be a strong trend in this target market. Our chosen color story, fashion and home goods trends reflect this nomadic/free-spirit lifestyle for this 'Nomadic Adventures: Let the Good Times Roll' trend we have created.TRANSCRIPT
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Presented By: Quinn Nevares, Taylor Urbany, Danielle Hughes & Jenny Kleinknecht
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UO Lifestyle
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Mission Statement
“Lifestyle merchandising is our business and our passion. The goal for
our brands is to build a strong emotional bond with the customer. To do this we must build lifestyle
environments that appeal emotionally, and offer fashion correct products on a
timely basis. Our customers are the reason and the
inspiration for everything we do.”
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Brand Image
• Multi-channel retailer• Eclectic merchandise mix:
Men’s, Women’s & Home Goods
• Lifestyle Brand: hip, edgy, & bohemian styles that emulate a ‘Cool Factor’
• Fashion Trends reflect trends in Music & Art
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Target Customer
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Target Customer: WomenDemographics:• Age: 18-30
• Income: $20,000 - $80,000• Ethnically diverse
Psychographics:
• Bohemian Mix
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Target Customer: MenDemographics• Age: 18-30• Income: $20,000 - $80,000• Likely single• Ethnically diversePsychographics• Bohemian Mix• Interested in art, fashion & music• Style: Hip, eclectic, casual• Interested in/attends music festivals,
nightclubs with electronic music, and/or local bars with friends
• Social media savvy, up to date on pop culture & political news
• Pop culture influences: Justin Timberlake, • Enjoys outdoor activities (camping, hiking,
beach), travel, plays disc golf, rides a bike, and watching sports
• Urban-minded; political stances differ by location, but likely to be more liberal
• Likely has tattoos
Demographics:• Age: 18-30• Income: $20,000 - $80,000• Ethnically diverse
Psychographics:• Bohemian Mix
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Target Market: Home Goods
Broad assortment of home goods to help customers accentuate their
eclectic, bohemian, edgy,
hip, or more down to earth
lifestyle
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Competition
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Competition
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Macro TrendExpected Spring/Summer 2014
Let The Good Times
Roll Festival Culture
Nomadic Adventures
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Nomadic Adventures
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Nomadic Adventures
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Target Customer
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Daisy
Verbena
Elderflower
Baby’s Breath
Dahlia
Witch H
azel
Dragon Root
JuniperSpider Flow
er
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Fabric Story:Knit Textiles
• Crochet Details• Textured Jersey• Embroidered
Eyelet• Rayon Blends
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Fabric Story: Woven Textiles
• Drapable Polyester• Textured Guaze• Linen Blends• Stonewashed Denim• Hemp Details• Fringe Embellishments• Ethnic Prints
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Trends
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Sketches: Women’s Apparel
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Sketches: Women’s Apparel
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Sketches: Men’s Apparel
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Sketches: Men’s Apparel
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Accessories
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Sketches: Accessories
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Home Goods
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Home Goods
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Conclusion
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Sources
• Urbanoutfitters.com• Nastygal.com• Hm.com/us• http://www.scoop.it/t/spotlight-san-francisco-boutiques/p/
1578379062/music-festival-style-wool-blankets-at-revolver• http://ohiolesbianfestival.wordpress.com/2012/08/25/oldies-
but-goodies/• http://www.trendhunter.com/trends/carefree-Gypsy-shoots• http://www.urbanoutfitters.com/urban/index.jsp• Stylesight.com• Pinterest.com