Geopraphic

Geographic:

• Low interest rates in Real Estate
• Beginning growth of E-commerce and Online shopping

Social Year 2002

Social:

• Year following September 11, 2001 Terrorist attack
• Airline cut backs, as well as many other traveling industries
• The year of rebuilding consumer confidence
• Higher concern in environment

Style/Design Year 2002

Design/Style:

• Larger rounded bags
• Satchel straps used
• Color consisted of neutrals primarily
• Slouchy styled bags
• Clutches: geometric in shape
• Experimental in fabric type
• Wide legged pants were very popular for Fall, along with geometric shaped tops

Colors

The colors used in 2002
Staples
White
Black
Navy
Tan
Colors/Patterns used
Silver
Gold
Red
Purple
Turquoise
Blue
Orange
Leopard
Plaid
Pink and Red Floral

Many of the skirts are dark colored, used blacks and blues. Floral is used in many dresses and blouses. Jackets are in plaids and floral. The accessories are brown, red, blue, white, gold, and turquoise; many bags including suitcases are red this year and belts are brown, black, white, and multi colored. For the shoes are black, brown, silver, white, and red.

Price Points

Prices of fashion merchandise in 2002:

Narciso Rodriguez: White Dress $595, Black Skirt $770 and pumps $605
Ralph Lauren: cream white leather jacket $1095, White blouse $375, White Skirt $3895 Brown Belt $695, laced boots $775.
Oscar de la renta: black strapless dress $2185 Red shoes $385
Donna Karen New York: Yellow top $425, White skirt $695, Black boots $395, Gold belt $220
Michael Kors: Red dress $1895 and black shoes $250
Marc Jacobs: White Vest $550 Blouse $950, white Pants $595, and white sandals $435
Chanel: Brown belt: $595
Gucci: Brown suede tote: $1090
Hermes: Birkin bag $4700
Marc Jacobs: Leather zip clutch $575
Coach: Duffel sack $298
Tod’s: Leather flat bag $1100
Must have bag: Salvatore Ferragamo: red bag $430
Giorgio Armani: Red Resin laser cut bag $775
Karl Lagerfeld for Chanel: Red bag $795
The it bags: $2329 Fendi, $660 Dior, $895 Missoni, $2000 Louis Vuitton, $910 Chloe
Chloe: Gold and turquoise bag $895
Tom Ford Yves Saint Laurent rive Gauche: Turquoise clutch $1895
Dooney and Bourke: suede and leather bag $95
Prada: Burendgy suede bag $560
Dillen Ailman’s: burgundy slouchy bag: $500-$750

Discretionary Income

Links:
Lower gasoline prices will boost consumers' discretionary incomes: http://ntserver1.wsulibs.wsu.edu:4555/us/lnacademic/results/docview/docview.do?docLinkInd=true&risb=21_T4785969981&format=GNBFI&sort=RELEVANCE&startDocNo=1&resultsUrlKey=29_T4785969984&cisb=22_T4785969983&treeMax=true&treeWidth=0&csi=146142&docNo=12

A Look into 2002

Politics in 2002

• US President is George W. Bush, Vice President is Dick Cheney
• Currently at war with Iraq
• White house receiving a lot of criticism on handling the economy and war
• Bush being criticized by Al Gore (Democratic Party) for not putting American people first and for still not having found Osama Bin Laden
• Homeland security
• Stock exchange is strong

Fiber/Fabric/Finish

• Leather
• Shears/silks
• Crocodile/Alligator print
• Furs
• Laces

Psychographics

• Consumers have high interest in designer goods and name brands
  
• Affects buying and companies by keeping up with competitors
  
• People becoming more innovative
• Leisure time increasing
  
• Companies reaching out to every generation and multiple markets to satisfy the consumer needs
  

Economy-
Stock market drop:
- extreme declines in July and September
- last time it dropped this low was in 1997 and 1998
- started in 1/15/200 ended in 10/9/2002
- Very long recovery time, 10th worst crash in U.S. stock market history
- Cause: tech bubble bursting and September 11th attacks
Trade:
Trade Minister Mark Vaile
- “The European Union announced yesterday that it would introduce tariff rate quotas on steel imports of 15 steel product categories for six months. The EU is also investigating whether to impose definitive safeguard import restrictions after six months.”
- “The current issues facing the global steel industry need to be addressed in an orderly and coherent way. Australia’s steel industry has already undertaken extensive restructuring, and is now a competitive supplier. We support international efforts to rationalize uneconomic global steel capacity. But the introduction of import restrictions will only delay these efforts and make genuine restructuring more difficult to achieve.”

Commerce Minister Murasoli Maran: India:
- Import restrictions removed on 714 items
-
- Special economic zones to be set up in Gujarat and Tamil Nadu
- 4 existing export processing zones to be converted to special economic zones
- Diamond traders allowed more foreign exchange
- Import of silk under a special license
- Second-hand capital goods less than 10 years old can be imported directly

2002- Major Designers/ Competition (Bag Styles)

Spring & fall 2002 runway shows

Long straps & messenger style

D&G Fall '02


D&G Fall '02

YSL Spring '02

Marni Spring '02

Givenchy Fall '02

Givenchy Fall '02

Handheld Bags

Chloe Spring '02

Chloe Spring '02

Georgio Armani Fall '02

Missoni Spring '02

YSL Spring '02

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.

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Other notes on bags on the 2002 runways:

-fringe

-fur

-tassles

-embellished straps (metal rings, braided, rope, chains, buckles)

-grommets

-crescent shape

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 Context:
Social (Megan Berry):
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 (Lizzie Dobrowski):
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.

-Political (Mallory Black):
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?
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.

III: 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 trendsàblack, 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.

IV: The End User:
- Geographic (Megan Berry):
o Which areas are spending the most money?
o What do the consumers in these areas have in common? What is driving them to spend?
o Where do they go to shop? What types stores/products are available to them?

- Psychographics (Mallory Black):
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 (Alisyn Guest):
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 (Stacie DuBois & Lizzie Dobrowski):
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?

Expensive Metallic shoes Introduction

Expensive Metallic Shoes
Mission Statement:
“Our group’s mission is to develop strong communication not only with each other but with our client and to be professional by committing fully to our work.”
-We as a team are looking forward to working with Butler Bag and excel in this growing company.



Stacie DuBois - Mallory Black - Lizzie Dobrowski - Megan Berry - Alisyn Guest

I'm Stacie DuBois, I'm a senior at Washington State University. I have one twin sister who goes to school at Washington State also. I switched my major when I was a junior from Physical Therapy to Design and could not have made a better choice.

Hello, my name is Mallory Black. I am a junior at Washington State University. I have always had a special interest in fashion and the fashion industry. I am fascinated at its constant change and love learning more about it. I’m looking forward to working with my team and The Butler Bag this semester in Fashion Forecasting.

My name is Lizzie Dobrowski and I am a sophomore at Washington State University. I have a background in apparel manufacturing and am now perusing apparel merchandising.

My name is Megan Berry, I am currently a junior at Washington State University and I am continuing to pursue my dream of being apart of the fashion industry. I am majoring in Apparel Merchandising and I am looking forward to growing in this fast paced world.

I am Alisyn Guest, I am from Maple Valley, WA I am 21 and in my senior year as a Apparel Merchandising Major I am also a Tri Delta!