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Forecasting Survey: Expensive Metallic Shoes

Below is a link to our feed back survey. Thank you for you time.

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2010 Survey

Thank you for participating on this survey. Our Team, Expensive Metallic Shoes is looking to design a carry on bag that will be sufficient, organized and stylish. We would very much appreciate any additional feed back. After completing this survey please forward it to Megan.berry@live.com. Thank you for your time.



1. When you travel, what items do you consider necessary to you put in your carry on?
- basic necessities


2. How much did you spend on your current Carry on luggage?
a. 0-50$ : 40%
b. 50$-100$ : 45%
c.100$-150$ : 9%
d. 150$ + :14%

3. When traveling, do you usually bring your items in
a. A carry-on bag : 36%
b. Checked luggage : 13%
c. both : 50%

4.What features would your ideal carry on contain?

Compartments: 77%

Light Weight: 54%

Choice of Wheels: 18%

Shoulder Strap: 40%

Sturdy Fabric: 4%

Bright interior: 18%


5. What is typically the reasoning for your travel?
a. Business : 40%
b. Pleasure : 50%

6. Do you usually bring a laptop when traveling?
a. Yes : 40%
b. No : 50%
Both : 9%

7. What’s your favorite aspect of the carry on you currently own?
- different aspects, such as size.


8. What is a preferable size for your carry on?
a. smaller, able to fit under your seat : 86%
b. larger, meant for the over head compartments : 13%

ADDITIONAL COMMENTS:

Color Forecast 2010

Color:
In 1980 we see a recession
The Colors during this time are:

White - 01883
Parchment - 401976 - 1989
Almond - 471981
French Vanilla - 491982 - 1990
Jersey Cream - 121986 - 1999
Innocent Blush - 551986


Desert Bloom - 891988
Harvest Gold - 311968 - 1990
Mexican Sand - 331970
Lemon Twist - 701986 - 1998
Sunflower - 361974 - 1984
Buttered Rum - 821987


Crackle - 811987
Pepper 'N Salt - 841987
Tender Grey - 561985
Opalescence - 801987 - 1992
Platinum - 591985 - 1990
Country Grey - 411978 - 1991


Thunder Grey - 581985
Seafoam Green - 711987
Aspen Green - 421978 - 1987
Fresh Green - 341971 - 1980
Evergreen - 461980 - 1986
Teal - 171987

Heron Blue - 681986 - 1996
Cerulean Blue - 081938 - 1986
New Orleans Blue - 321969 - 1984
Blueberry - 271965 - 1985
Vermont Blue - 191989 - 1996
Oceanus - 831987
Navy - 521984
Wild Rose - 451980
Raspberry Puree - 531984 - 1999
Antique Red - 251965 - 1996
Sequoia - 431978 - 1986
Terra Nueva - 901988 - 1991
Swiss Chocolate - 441978 - 1989
Taupe - 541984 - 1991
Expresso - 241965 - 1986
Black Black - 71972

The colors that took place two years after(1982) the recession are:
blacks and pastels: Bold primary colors such as yellow, red, green and blue were huge in 1982. Especially red, seen as a bold empowerd color was a faviorite among the confidents modern women

We later see another recession in 1990

The colors during that time were:
Red, Orange, Yellow, (Satin) Gold , Chartreuse, Magenta, Vibrant Blue, Violet

The colors that took place two years after the recession are:
The colors and prints of 1992 came in a large variety.Through researching many articles it seems that animal prints were coming into style, all types including; leopard spots and zebra stripes. These prints were combined with bright colors intensifying the effects of the items in standing out.Floral prints, plaids and checks also stood out among the fashions of 1992.

The economy dropped in 2002 due to the terrorist attacks in 2001
The colors during this time were:
Staples: White, Black, Navy, TanColors/Patterns: Silver, Gold, Red, Purple, Turquoise, Blue, Orange, Leopard, Plaid, Pink and Red Floral

The colors that took place two years after(2004) the recession are:
coral, canary yellow, apple green, powder pink and lavender, neutral colors



All information received from:

1980 - NorthWestern Ideas
1982 - Rockin The Fashion Beat Barbies
1990 - Over The Top
1992 - Gauds Of Trend
2002 - Expensive Metallic Shoes *
2004 - Peaseful Ship Wreak

You may access this information in the links from this website:
http://www.amt314.blogspot.com/

* Expensive Metallic Shoes is this current blogs research.

Market

Transportation Service Index
http://www.bts.gov/xml/tsi/src/index.xml


Travel Forecast Summary
http://www.tia.org/Travel/travelForecasts/Q_Y0401.pdf

Travel Industry

Travel industry and the recession

· Traveling is still an necessity, and people need to travel. Even with the raising of the gas prices and ticket prices.

· Traveling relieves the stress of our countries current state of recession; people still want to take vacations to get away from the issue’s at hand.

· 7 trillion dollar industry

· Travel agencies moving to online resources

· Holiday travel is still a priority

· September 11, 2001, and the Tsunami of December 2004 still showed 19 million holiday travelers.

Research Website

Butler Bag's Competition

Butler Bag has two collections, one at a lower price point- the Boutique Line $125-$275; and one at a higher price point- the Bouture Line $800-$1400. Each collection has separate competitors:
Boutique Line:
-Hobo International
-Juicy Couture
-Charles David
-Longchamp (Tote Bags)
-Dooney & Bourke
-Marc By Marc Jacobs Totes
-MAXX NEW YORK
-Stella McCartney for LeSportsac
-Tony Burch
-Steven by Steve Madden
-B. Makowsky

Bouture Line:
-FURLA
-Longchamp (Leather Bags)
-Michael Kors
-Marc Jacobs
-Burberry
-Donna Karen
-Zac Posen
-Celine
-MCM
-Stuart Weitzman
-Mulberry

Butler Bag Research

-Company Goal:
To design bags with a functional, organized interior and a fashionable outward appearance.

-Collections:
Boutique Line: Four bag styles- Classic, Hybrid, Satchel, and Tote.
Bouture Line: Two categories- Allure and Cocktail. Allure category has four bag styles- Allure Classic, Clutch, Allure Hybrid, and Allure Swing. Cocktail Category has three bag styles- Cocktail Classic, Cocktail Clutch, Cocktail Hybrid.

-Price Points:
Boutique Line: Range- $125- $275 [Classic- $125, Hybrid -$165, Satchel- $224, Tote- $275]
Bouture Line: Range- $800-$1400 [Allure Classic- $1,200, Clutch- $800, Allure Hybrid $1,400, Allure Swing- $950, Cocktail Classic- $1,200, Cocktail Clutch- $800, Cocktail Hybrid $1,400]

-Fabric/Materials Used:
Boutique Line: 100% top grain leather, patent coating (on Satchel and Tote)
Bouture Line: Vegetable dyed shrunken lambskin, crushed Italian patent lather

-Colors:
Boutique Line: Classic and Hybrid- Black Licorice, Espresso, Coffee, Crème Brulee, Olive Martini, Red Licorice. Satchel and Tote- Amber, Garnet, Onyx, Sapphire, Ruby.
Bouture Line: Allure Collection- Candied Apple, Black Sambuca, Iced Earl Grey, Passion Plum. Cocktail Collection- Black on White, Black, White on Black.

-Other Accessories Offered:
Wallet, jewelry organizer/carrier, hand bag holder, money clip, compact mirror, travel makeup brush set


-Summary:
Butler Bag offers two collections- the Boutique Line and the Bouture Line. The Boutique Line offers four bag styles at a lower price point. The Bouture Line has two categories, Allure and Cocktail, which together offer a total of seven bag styles at a significantly higher price point than the Boutique Line. The two collections offer several of the same designs, the main difference between the lines is the material used- the Bouture Line uses a finer, more expensive leather. Most of the colors Butler Bag offers are neutrals such as black, cream, and brown; but there are a few exceptions of red, yellow, and purple. Butler Bag’s company goal of designing bags with a functional, organized interior and fashionable outward appearance sets them apart from their competition. Few of their competitors are concerned with creating a functional interior and offer little in the way of organization.

Quantitative Strategic Plan

I: How do we find the momentum? We will collect data on all aspects affecting consumers and their spending habits, so that we can understand what consumers need and want.

II: The competitors:
- Who are Butler Bags Competitors?
o What are their price points?
 How does this compare to Butler Bag?
o What types of fabrics are they using?
o Do they produce their bags nationally or internationally?
 Does this affect their price point?
o Do they have a marketing strategy i.e. Going green
o Past and Current Sales
o Past color lines

III: Butler bag:
- How are they alike/unalike their competitors?
o Price points?
o Fabric?
o Quality?
o Production?
- How does the company’s mission statement affect decisions made in design and production of Butler bags?
- From our research what elements did we identify as hidden currents?
o How can they be related to Butler bag?
- Past and Current sales
- Past color lines
IV: Color:
- Panton color forecasts?
- Past color forecasts
- Is there a “staple” color that says “Butler bag”
- What season will the bag be released?

V: The Context:
- Social (Alisyn Guest):
o Social movements within the US or Globally. How it effects consumer needs/wants and spending?
o Lifestyle trends, styles adopted, what is considered appropriate
o Global warming, lack of natural resources, growing concern for the environment.
o Issues important to the people.

- Cultural (Alisyn Guest):
o Traditions family or cultural, keeping in mind the US is a “Melting Pot”
o Media trends, how the media influences consumers
o Underground fashions, what influenced people, music, art, war, ect
o Architecture- houses, buildings

- Political (Megan Berry):
o Current political environment and the upcoming changes, how it will affect the consumer and the retail market.
o Current political leaders
o The UN- Global communication, relationships between other countries and the US
o Election year or not
o War effects the process of textile production and research

- Economics (Stacie DuBois):
o Strength of the stock market
o Current state of the overall economy, which direction is it going?
o How is the Economy going to affect our consumer? Our sales?
o Consumer confidence Interval, is it high or low
o Exchange rate of the dollar
o Trade restrictions
o Cost to make, transport, and ultimately sell a product

- Forecasted growth (Lizzie Dobrowski)
o How fast is this target market expected to grow

VI: The product:
- Color (Alisyn Guest):
o Pantone color forecast
o Color Association
o Popular color pallets for interior designs and architecture
o Availability of dyes, how the dyes are set, what chemicals have to be available?
o Popular car colors
o Color trendsblack, bright color, earth tones?

- Fabric/Fiber/Finish (Mallory Black):
o What’s available? Is it accessible because of trade restrictions? Cost? Ect
o Which fabrics and fibers are most popular?
o Researching Green fabrics, and recycled fabrics
o How a fabric performs? Durability? Color? Texture? Stiffness? Ect
o Advances in textile production due to technology: space travel, war, safer cars, more durable fibers, weather resistant, ect

- Design/Styles (Megan Berry):
o Cars: shape, color, overall feel, small or large
o Popular artists
o Architecture and interior design- color, shape, line movement, rhythm, shape repetition, ect.
o What social movements are popular, how do they affect design?
o What style of bag is popular? Large bags, structured, loose, clutches?

- Major designers/Competition (Lizzie Dobrowski):
o Which designer’s bags are popular? Why?
o How do they reach their target market? Who is their target market?
o What textiles and colors are they sourcing?
o Price points? Markdowns?
o How long have they been in business? Do they have an established customer base?

- Price Points (Alisyn Guest):
o How much discretionary income do consumers have? How does this affect sales of bags?
o Price points of similar items
o Which price points have the most sales?

- Related Accessories (Stacie DuBois):
o New technology- cell phones, computers, mp3 players
o Travel bags, carry-on size, and suitcases

VII: The End User: Relating to Bags
- Psychographics (Stacie DuBois):
o Values and beliefs
o Personality traits that affect buying
o How consumer’s lifestyles affect s the need/want for a product?
o Consumers feelings on : the environment, politics, war, world issues, ect

- Behavioral (Mallory Black):
o Hobbies: what they do in their time off: sports? Family? Vacation? ect
o What the consumer is passionate about: Sports, dance, fine foods, ect
o How much time do they spend working vs time off
o Religion

- Demographics (Megan Berry):
o How does the consumer’s education level or occupation affect their spending?
o What age group is spending the most money? On what?
o How does gender affect interest in bags?
o How much discretionary income do people have? What are they spending it on?

- Cultural profile (Alisyn Guest)
o Traditional family or cultural, keeping in mind the US is a “Melting Pot”.
o Media trends, how the media influences consumers.
o Underground fashions, what influenced people, music, art, war, ect.
o Architecture- houses, buildings.


-

Template/Survey

Survey:
Click for Template!

feedback form

September 11^th influence on fashion week in New York

• Increase of Cashmere and other comforting fabrics begin to be sold as well as flats being wore rather than the typical heal worn.
• Use of any military references become off limits and not appropriate
• This particular fashion week had a feeling of not as much urgency, and low key.
• Some designers and others decided not to show at all
• Some faithful designers still showed their stuff at New York’s Fashion Week such as Tommy Hilfiger, Michael Kors, Calvin Klein.

Synthesis:

This article shows that the September 11^th terrorist attack has held a large effect even on the fashion industry and people are being affected even by the way people dress. The industry held a huge concern on what was appropriate and to make sure not to awe anyone to an uncomfortable degree like they may have in previous years due to the sensitive state of our country. It seems that the already faithful designers still showed their loyalty to the show but this show was much more tame than usual.

Consumer Spending Reports indicate how much consumers are spending each year. There is a huge spike in 2002 from the stock market recovering and the economy beginning to go on the upraise with promise for the future. This means that consumers have confidence in the economy and there jobs so they are spending money. This is a great time for the fashion industry because consumers have discretionary income.

Click here to see an enlarged chart

In 2002 there was a break down of overall women in the work force, unmarred women in the work force, and married women in the work force. There was also a break down by civilian noninstitutional population, civilian population, and labor force participation rate. This tells us the percentage of each group of women work and which of the two areas they work in. Finally the numbers are also arranged according to if they have any children and if so their age range.

Married women have the highest percentage of participation in the work force at 61%. Single women have a 58.2% of participation rate in the work force. In both instances women, married or not, have a higher number of children 6-17 than ages under 6. However, single women have a higher percentage of children 6-17, at 82.3% and married women have smaller percent at 76.2%. This would have an effect on the spending habits of these women. Married women would have two incomes to buy things such as clothing for their children and statistically they have less children to buy for. While women who are single, with only one income statistically have more children to provide for. This would mean that targeting working parents as whole would be a better target because statistically there are more women working and they have two incomes to spend on their children.

Click here for statistics tables

Consumer Income & Expenditures Survey 2002

Number of consumer units:

• All: 112,108,000
• Under 25: 8,737,000
• Age 25-34: 18,998,000
• Age 35-44: 24,394,000
• Age 45-54: 29,691,000
• Age 55-64: 15,314,000
• Age 65 and over: 21,983,000
• Age 65-74: 11,216,000
• Age 75 and over: 10,767,000

Consumer Unit Income Characteristics:

• All: Income before taxes- $49,430; after taxes- $46,934
• Under 25: Income before taxes- $20,773; after taxes- $20,206
• Age 25-34: Income before taxes- $49,133; after taxes- $46,875
• Age 35-44: Income before taxes- $61,532; after taxes- $58,457
• Age 45-54: Income before taxes- $64,974; after taxes- $60,923
• Age 55-64: Income before taxes- $53,162; after taxes- $50,306
• Age 65 and over: Income before taxes- $29,711; after taxes- $28,674
• Age 65-74: Income before taxes- $35,118; after taxes- $33,562
• Age 75 and over: Income before taxes- $23,890; after taxes- $23,411

Percent Gender Distribution:

• All: Male: 51%, Female 49%
• Under 25: Male: 46%, Female 54%
• Age 25-35: Male: 52%, Female 48%
• Age 35-44: Male: 52%, Female 48%
• Age 45-54: Male: 54%, Female 46%
• Age 55-64: Male: 54%, Female 46%
• Age 65 and over: Male: 46%, Female 54%
• Age 65-74: Male: 51%, Female 49%
• Age 75 and over: Male: 42%, Female 58%

Highest Education Level Reached:

• All: Elementary: 6%, High School: 38%, College: 56%
• Under 25: Elementary: 2%, High School: 31%, College: 67%
• Age 35-44: Elementary: 3%, High School: 33%, College: 63%
• Age 45-54: Elementary: 4%, High School: 36%, College: 60%
• Age 55-64: Elementary: 4%, High School: 36%, College: 60%
• Age 65 and over: Elementary: 6%, High School: 39%, College: 55%
• Age 65-74: Elementary: 10%, High School: 47%, College: 42%
• Age 74 and over: Elementary: 18%, High School: 46%, College: 36%

Annual Average Expenditures:

• All: $40,677
• Under 25: $24,229
• Age 25-34: $40,318
• Age 35-44: $48,330
• Age 45-54: $48,748
• Age 55-64: $44,330
• Age 65 and over: $28,105
• Age 65-74: $32,243
• Age 75 and over: $23,759

Percentage of Expenditures Spent on Apparel & Services:

• All: 4.3% [men & boys 1%, women & girls 1.7%, children under two 0.2%, footwear 0.8%, other 0.6%]
• Under 25: 5.6% [men & boys 1.1%, women & girls 2.5%, children under two 0.4%, footwear 1%, other 0.6%]
• Age 25-34: 4.9% [men & boys 1.2%, women & girls 1.6%, children under two 0.5%, footwear 1%, other 0.7%]
• Age 35-44: 4.3% [men & boys 1.2%, women & girls 1.6%, children under two 0.2%, footwear 0.8%, other 0.6%]
• Age 45-54: 4.2% [men & boys 1%, women & girls 1.7%, children under two 0.1%, footwear 0.7%, other 0.6%]
• Age 55-64: 4% [men & boys 0.8%, women & girls 1.9%, children under two 0.1%, footwear 0.7%, other 0.6%]
• Age 65 and over: 3.5% [men & boys 0.7%, women & girls 1.6%, children under two 0.1%, footwear 0.6%, other 0.5%]
• Age 65-74: 3.9% [men & boys 0.9%, women & girls 1.7%, children under two 0.1%, footwear 0.6%, other 0.5%]
• Age 75 and over: 2.8% [men & boys 0.5%, women & girls 1.4%, children under two 0.1%, footwear 0.5%, other 0.4%]

Summary of Data: The largest consumer groups are the 35-44 age range and the 45-54 age range. These two groups also have the highest before and after tax incomes, the second (63% for the 35-44 age range) and third (60% for the 45-54 age range) highest percentage of college graduates, and the highest annual expenditures ($48,330 for the 35-44 age range, and $48,748 for the 45-54 age range). However, the consumer groups which have the highest percentage of expenditures on apparel and services are the under 25 age range (5.6%) and the 25-34 age range (4.9%).

Source: Bureau of Labor Statistics- Spending and Time Use

Demographics- U.S. Income in 2002

• 
  Real median income in the United States declined by 1.1% in 2002 to a level of $42,409; this is the second consecutive annual decline in household income.
• 
  In terms of residence, the decline in income was experienced mainly by those households in metropolitan areas (on average a 1.5% decline).
• 
  Both family and non-family households were subject to this decline in income (family households experienced an average of 0.8% decline in income and non-family households a 2.4% decline).
• 
  However, in contrast, both men and women who were full time year-round workers experienced increases in their median salaries.
• 
  Real median household money income declined for all race groups except for those with a White or Asian (and no other race) householder.
• 
  Based on comparisons of two-year-average median incomes (comparing 2000-2001 with 2001-2002) real median household income rose only for one state, Oklahoma, and declined for ten states and the District of Colombia. Four of these states were in the Midwest (Illinois, Missouri, Michigan, and Ohio), three were in the South (Florida, Mississippi, and North Carolina), and three in the West (Hawaii, Nevada, and Oregon).
• 
  Per capita income declined by 1.8% in the United States to $22,794. This was the first annual per capita decline in the U.S. since 1991.
  

Source: U.S. Department of Commerce- Economics and Statistics Administration, U.S. Department of Education (Educational Resources Information Center)

Behavioral

Most popular sports for youth (ages 6–17) based on "frequent" participation, 2002
Activity
SGMA International
Year 2002
1 Basketball - 52+ days/year
4,127,000
2 Fishing (freshwater/other) - 15+ days/year
3,472,000
3 Inline skating - 25+ days/year
3,467,000
4 Running/jogging - 100+ days/year
3,054,000
5 Stretching - 100+ days/year
3,052,000
6 Calisthenics - 100+ days/year
2,704,000
7 Baseball - 52+ days/year
2,531,000
8 Outdoor soccer - 52+ days/year
2,435,000
9 Skateboarding - 52+ days/year
2,107,000
10 Touch football - 25+ days/year
1,998,000
11 Scooter riding - 52+ days/year
1,954,000
12 Court volleyball - 25+ days/year
1,894,000
13 Tent camping - 15+ days/year
1,880,000
14 Billiards/pool - 25+ days/year
1,879,000
15 Tackle football - 52+ days/year
1,840,000



Most popular sports for seniors (age 55 and older) based on "frequent" participation, 2002
Activity
Year 2002
SGMA International
1 Fitness walking - 100+ days/year
6,277,000
2 Stretching - 100+ days/year
4,011,000
3 Treadmill exercise - 100+ days/year
3,059,000
4 Golf - 25+ days/year
2,966,000
5 Fishing (freshwater/other) - 15+ days/year
2,625,000
6 Recreational vehicle camping - 15+ days/year
2,189,000
7 Free weights: Hand weights - 100+ days/year
1,735,000
8 Bowling - 25+ days/year
1,647,000
9 Weight/resistance machines - 100+ days/year
1,493,000
10 Day hiking - 15+ days/year
1,414,000
11 Calisthenics - 100+ days/year
1,161,000
12 Fishing (saltwater) - 15+ days/year
1,147,000
13 Free weights: Dumbbells - 100+ days/year
1,040,000
14 Stationary cycling: Upright bike (regular) - 100+ days/year
1,031,000
15 Hunting (shotgun/rifle) - 15+ days/year
960,000

Hemline Indicator
On September 2008 an article in Money Week was ran entitled “Fashion Predicts the Future.” It discussed the correlation between skirt lengths and the state of the economy. The prediction is based off the theory of the hemline indicator; when times are bad skirt lengths fall, when times are good skirt lengths grow higher and higher. Some examples used in the article are the 50’s and early 60’s when skirt lengths were extremely short, then for them to lengthen in the 70’s, and again rise in the 80’s. Confidence is shown when a woman wears a short length skirt and there is a parallel drawn to confidence in the economy. At the other end of the scale a long length skirt indicates a more reserved feel, which would also be felt when facing a poor economic year. So how it is that fashion can predict these trends? It seems that going out into the world and observing people, nature, cities, and everything that has to do with real life gives great insight into the future of fashion and the economy.

In 2002 the economic status of the country was somewhat unstable. There had been a fall in July and September in the stock market caused by the economy still recovering from the September 11th attacks and a burst in the technology bubble. The stock market did make fast recoveries and restrictions being lessened from Fannie Mae and Freddie Mac made it easier to get a loan and money was being moved around. This is seen in the hemlines of woman’s skirts in 2002. There is even a slight variation is popular skirt lengths as there was a level of variation in the exact state of the economy. The theory seems to hit the nail right on the head. The skirt lengths all tend to flirt with the knee area, ranging from slightly below to a bit above the knee. This is interesting to me too because when the skirt lengths are bellow the knee they are just barely so but when they are above the knee they are higher then the ones that are bellow. This seems to predict a more confident stable economy in the future which does indeed take place.

To see photos of some of the popular designers hemlines from their 2002 spring lines Click here

Design and Style year 2002

Dior Spring/Summer Line 2002

• Launching a Harley Davidson line, featuring their watch Route 66, and an abundance of handbags all named after famous streets.
• Handbags contained removable pockets by using zippers, to add more functionality.
• Adjustable shoulder straps was also an appealing feature
• Metallic seemed to be a theme within the line, as well as natural leathers and textures.

Synthesis:

This article seemed to hold much importance in the functionality aspect of these handbags. It seems that Christian Dior was aiming to please the consumer with not only the leathers and metallic eye catching look, but also a functional aspect that continue the use of the handbags passed just a piece of art.

Popular cars of 2002

• The cars of 2002 are looking to be more full of technology than ever, the car makers are looking to make a sleeker design as well as added equipment in the dash to enhance their likability.
• American cars such as ford and Chrysler have focused their direction on having their standard features include things such as GPS or OnStar Safety and Security to entice their consumers.
• For Foreign manufacturers they are looking to advertise offers such as leasing, or extended warranties to lure in their consumers.

Synthesis:

This article shows that the designers of these cars are looking deeper into their design such as finances at this time, looking to enhance the consumers ability to own a better car through leasing or extending their warranties. It seems that they are looking for different ways to grab the eye of the consumer rather than completely changing the design.

Economy: Loans

Interview of a small Business owner in 2002. Robin and Randy DuBois explained how a loan was obtained, and they changes that were being made that lead to a time in the economy when business began to boom. When business is booming, money is moving around this creates security for people. The people who took out loans are able to pay them back because they have money coming in. Banks are able to continue to loan out more money because the people they already have loans with are able to pay them back. People are more comfortable spending money on things like fashion then they are in harder times when they can't be sure how much income they will be taking in.

Click here for interview

Psychographics Cont.

Psychographics

Lifestyles:
Government wants to focus on new teaching styles that strengthens motivation, behavioral skills, and information that is necessary to make needed changes in the behavior and lifestyles of the United States.

Companies trying to promote teaching that will engage employees.
Click here for Article

Values - Beliefs

American values vs. Universal values
War is an international effort
Click here for article

Politics Continued

Update after attacks:
The National Commission on Terrorist Attacks upon the United States was formed by the New Jersey Governor Thomas Kean in late 2002. This included a full account of the circumstances that surrounded the attacks. It summarized the preparedness of the attacks and the immediate responses.

Unemployment Rates in 2002

The official unemployment rate jumped to six percent in October. Teenagers, adult men, and black workers are continually losing jobs. The size of increase shocked commentators. This forced President Bush to shake up his cabinet and go to Treasury Secretary Paul O’Neill and his economic advisor Larry Lindsey. After cutting about 40,000 jobs in one month, it put the US at the highest unemployment rate since July 1994. Similarly, in December the household wealth in the US dropped to its lowest level since 1995.



What does this mean?

Government was not sure where this would take us in the next couple of months. Some believed that it was a down turn to the economy and will cause it to topple over again. Household wealth decreased due to the shrinking assets and increasing debts.

US President




What the World Thinks in 2002: (Click for full text)
-This is a survey taken by multiple countries on how we view our lives, the world, and America
-Some "notable facts" found from the survey in 2002 are,
* Unlike many publics, the Russians have a much better opinion of the United States than they had in 2000. Six-in-ten Russian respondents have a favorable view of the U.S. now, compared with 37% two years ago.
* For all of the French criticism of U.S. policies, America's image in France has not declined over the past two years. Still, French ratings of the United States continue to be among the lowest in Europe.
* There remains a substantial gap in personal satisfaction in Germany, with respondents in former West Germany more positive about their lives than their counterparts in the East. But former West Germans are the sole European public that showed no increase in personal satisfaction since the early 1990s.
* The post-communist generation in Eastern Europe is much more upbeat about their lives than those age 35 and older.
* Despite deep dissatisfaction and pessimism about their lives and country, an unusually high proportion of Japanese say they have no major personal concerns.
* People in the West express more satisfaction with their lives than do those in emerging nations. But this pattern is reversed when respondents are asked about the future of their nation's children. Asians, in particular, are much more optimistic about prospects for the next generation than are Americans or Europeans.
* Publics all around the world are more satisfied with their family lives than with their incomes or jobs. But people in several countries – in Africa, the Middle East/Conflict Area and Eastern Europe – voice significant discontent with their family lives.
* While crime is a top national problem all around the world, it ranks high as a pressing personal concern in Latin American countries, especially in Honduras.
* Fully 15% of Americans say there have been times in the past year they have been unable to afford food – the highest proportion in any advanced economy. But levels of reported deprivation in Angola are highest in the world; 86% of Angolans report being unable to afford food at some point in the last 12 months.
* Africa is the only region in which a significant minority volunteers hunger as a personal problem.
* Canada is the only country in the West in which a majority of those surveyed express satisfaction with national conditions.

Important Events/Headlines in 2002
-Sniper attacks draws the attention of the US
-Federal Court ruling that "One nation, under God" could not be said in the Pledge of Allegiance; rated third highest story of the year
-Iraq war was the top interest for people under 30
-Public priorities shifted by recession and war
-American's struggle with religion's role at home and abroad
-Bush's ratings improve in April, but is still seen as a "Unilateralist"
-Democrat's less pleases by party's
-Support for military action decreases to 55%



Politics
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Fabrics - Fibers - Finishes

Fabrics:
Fall 2002 Ready to Wear

• Marc Jacobs used a lot of feather weight chiffon's, cashmere, crinkly lame, satin with velveteen, crisp cotton, brocade, and cavalry twill

• Oscar de le Renta used soft wool, flannel, cashmere, sequins, fur, and a lot of embroidery

Other popular fabrics in 2002: Velvet, sheer, leathers, lace, crocodiles, fur

• “The newest skirts are soft and feminine with layers, tiers, ruffles, lace and sheer prints” Style Scoop.

• These beyond-basic styles also feature slits, hanky hems, assymetry and do-it-yourself-looking trims (the denims).

Fibers:

Cotton Incorporated, funded by U.S. growers of upland cotton and importers of cotton and cotton textile products, is the research and marketing company representing upland cotton, the number one selling fiber in the world.
Finishes: