FINAL POSTER

Final Forecast Poster

Poster

Final Poster[1]

Future Style and Design Changes: Sportswear

Sources:

• http://www.sportsshoes.com/advice/outdoors/changes-in-sportswear-technology
• FashionEra.com
• “Men Prefer Cotton’s Feel, Features When Working Out.” Cotton Incorporated. 21 Jan 2008.
• “Hot Stuff: This Summer, Versatile Layers are the New Black.” Cotton Incorporated. 6 Aug 2009.
• REI.com
• Nike.com

Future Style and Design Changes for Apparel

Just as in the 1950’s, consumers are steering away from the extremes and preferring safe styles. People want to feel “normal” again after recent economic hardships. Therefore in 2011-12 consumers are looking for reassurance; which consists of comfortable styles and warm colors.

A Look at Past Fashion Trends...

The New Millennium

Styles of the 90s carried over into the early years of the new millennium; whereas the bright, fun colors would fade for a few years, then surface towards the end of the decade. Early on, women wore loose-fitting pants with a high waist, frilly petticoat skirts, but later styles emphasized the female silhouette with high waist and seamed pencil skirts. Women also loved to layer their clothing with cardigans, blazers, (the loose, “boyfriend” look) and peacoats, then top-off their look with designer jeans and accessories (scarves, hats, belts, earrings, bracelets, & long necklaces). Men in the new millennium also became very fashion forward and wore printed t-shirts, slim polo tees, v-neck sweaters, pullover hoodies, button-up dress shirts, pleated slacks, and designer jeans.

1990s

Fashion was very exhilarating during this time featuring bright, neon, and fluorescent colors featuring retro, punk, Goth, preppy and grunge styles. With many inspiring female pop stars and bands (Madonna & the Spice Girls), women became empowered and dressed for themselves, not men. Women wore mini dresses, tube skirts, straight and flared legged jeans, paired with tank tops and oversized t-shirts. Men on the other hand also adopted the grunge look with flannel and plaid shirts. Towards the end of the decade, both men and women adopted the preppy look featuring polo’s, long-sleeve tees, and sweater vests.

1980s

With the economy booming, people were able to spend money on haute couture items, which increased the popularity of brand name clothing. People focused more on showing their wealth through their clothing by purchasing high-end clothes, described as the “yuppie” look. Women adopted a more conservative, smart, and sophisticated look similar to Princess Diana’s style. Men also wore wide shouldered jackets, with a disguised waist that narrowed at the hips. Towards the end of the decade, we would begin to see brighter colors and prints that were used in parachute pants for both men and women.

1970s

The 1970s was a free-spirited decade that consisted of peace movements and punk rockers which ultimately influenced fashion. Men and women both wore bell bottoms, trousers, and platform shoes. Stripes, prints (such as tie-dye), black, and fun colors were also very popular during this time. The main fashion theme was the punk and hippie look; women wore hot pants and mini skirts, where as men wore distressed jeans, open jackets, and t-shirts. Sportswear also became very popular during this time such as track suits and leotards.

1960s

The 1960s consisted of brighter colors along with black and white themed prints such as hounds-tooth. Due to the popularity in pop and rock stars, men and women continued to adopt that style. Women wore mini, midi, and maxi skirts, cocktail dresses, and oversized shirts and dresses imitating super model Twiggy. During this time men wore single-breasted tailored suits and short jackets with narrow trousers. Towards the end of the decade, people began to adopt the beatnik and hippie look.

1950s

Just coming out of war, people are very unsure of what to expect for fashion, therefore they prefer the “safe and normal” styles. Women wore sweaters, longer circle skirts that fell just below the knee that flared outward and fitted jackets. In addition, the shirtwaist dress was very popular, which emphasized the waist and bust, with small rounded shoulders. Men were strongly influenced by Elvis Presley’s rocker look wearing fitted sport jackets, cardigans, straight legged trousers and striped shirts.  

1940s

During wartime, we begin to see conservative military inspired clothing for both men and women. Women also wore slacks, blouses, sweaters, jackets, along with pleated skirts and nylon stockings. Men chose to wear pin stripe, single and double-breasted, longer suits and coats. Towards the end of the decade, the “New Look” was introduced and which gave women their feminine look back with longer skirts and a more defined waistline.

1930s

Fashion of the 1930s re-defines the feminine look in women’s apparel with more curvy shapes—especially in evening wear. Due to the stock market crash which resulted in a shortage of materials, men and women looked for clothes that would be versatile and classic. Women began to use accessories such as brooches and scarves to alter their outfits to make them last longer during this tough economic time. When it came to men’s fashion, suits were broad with wide shoulders. Also, due to the popularity of gangster movies, the gangster suits were prominent in men’s fashion.

1920s

Due to the popularity of jazz music in the 20s, women adopted the flapper look, along with haute couture items; such as Chanel’s jersey sweater, pleated skirt, and little black dress. Chanel created a classic line that gave a masculine look to female dress. Women and men chose basic colors, along with flashy clothing. Men also wore suits, wide-legged trousers, double breasted coats (such as the Oxford coat), and colorful printed silk.

Sources:

• "Fashion of a Decade: The 1920s, 30s, 40s, 50s, 60s, 70s, 80s, & 90s." Elgin, Kathy. Infobase Publishing. 2007.
• "Fashion and Lifestyles of the Roaring 20s." WordPress.com. 10 Apr 2008.
• "60s Fashion Icon Twiggy." StyleHive. 2009.
• "I Remember Mama: One Evening with the Young Michael Jackson." Davis, Belva. San Francisco Chronicle. 3 Jul 2009.
• "Princess Diana Tribute." DownloadThat.com. 26 Mar 2002.
• "Repeal Day." Zany Holidays. 5 Dec 2008. Blogger.com.
• "Then and Now: Spice Girls." Children of the 90s. 24 May 2009. Blogger.com.
• "On This Day in 1956." Adeli's Music Blog. 30 Jan 2009. Blogger.com.

Color Forecast for Apparel, Accessories, & Interior

Harmony

Fall/Winter Color Scheme 2011-2012

With the comfort and reassurance these colors bring, our society will be in Harmony again and create a positive social mood.

Colors from left to right: Brushed Gray, Midnight, Deep Lilac, Dark Rose, Mustard, Dark Night, Fuschia-Red, Cache, Leaf, & Cinnamon

Peace of Mind

Spring/Summer Color Scheme 2011-2012

After the soothing colors of the fall and winter lift consumers' mood, they will have a Peace of Mind wearing these delicate colors.

Colors from left to right: Melon, Champagne, Robins Egg, Creamsicle, Pink Ribbon, Daisy, Cotton, Lavendar, Ocean Blue, & Sand

The above color schemes are not only for apparel, but interior and accessory items as well. We have identified similar color trends for all three industries. As seen below, for 2010 colors of accessories (handbags, shoes, scarves, etc.) and interior (furniture, bedding, rugs, etc.) imitate those of apparel. 

Harmony & Peace of Mind Color Inspiration: 

• Past color trends show that in 2006 earth tones were very popular, which was a time our economy was still in recession. People were looking for comfortable colors, to soothe their negative social moods. 
• With the Presidential election in 2008, forecasters predicted bright, neon, and happy colors due to consumer’s excitement for change. In result, during 2009-2010 the fashion industry was full of bright colors. 
• Our society has not seen the expected and promised change, so therefore consumers are discouraged and unsure of what to expect. New issues have risen causing consumers to want answers and reassurance. Thus warm, soft, and pastel colors will dominate the fashion industry for 2011-12 to satisfy consumer needs and alleviate their negative social mood. Consumers will also be looking for versatile shades (such as black, gray, and soft shades), that can be easily layered and carryover season after season, as signs of a better economy are still far ahead. 

Sources:

• http://www.pantone.com/
• http://www.infomat.com/
• http://www.fashiontrendsetter.com/
• "Consumer Lifestyles in the United States." Global Market Information Database. Euromonitor International, 2009. http://ntserver1.wsulibs.wsu.edu:2684/PORTAL/Magazines/Consumers.aspx
• "Healthcare Costs a Growing Source of Insecurity for Americans." Global Market Information Database. Euromonitor International, 2009.  http://ntserver1.wsulibs.wsu.edu:2684/PORTAL/Magazines/Consumers.aspx

Things to Consider for Upcoming Color Trends

• Color is emotional and will be a very important mood lifter for 2010-2012.
• With the economy in a slump, color will play an important role in fashion to make people feel "normal" again with warmer, reassuring colors.
• Women are much more careful in what they purchase. Consequently, color and fit become the most important features of clothing.
• Nudes, blacks, and splashes of soft colors allow clothing to be fun and wearable now, yet still accessible for seasons to come.
• People need to be inspired, and color creates excitement and desire.
• Neutral, classic colors in combination with fresh colors seems like a relevant direction at this time.
• Colorful clothing is essential in today's market and will evoke a new beginning and an upbeat fresh start, which is what consumer's are looking for.
• Color invokes optimism, confidence, and individualsm.

Change the future by defining it.

-Pantone LLC Fashion Color Report, Volume 32. <www.pantone.com>

Considering All Factors for the Future

High, Low, & Plateau Points

Red Text = Economic

Blue Text = Political

Dominating Factors & Hidden Currents Table

Strong Opinions for Political Graph

With a new Presidential party in office, the number of Democrats has grown since 2008 and on to 2009, thus reducing the amount of Republicans in congress. We predicted that:

• By 2012 there will be less Democrats in office
• However, Democrats will still remain the dominant party
• Republicans could start to increase in office, depending on the success or failure of Obama’s presidential term.
  

Clearly, war activity is steadily declining due to Obama's Withdrawal Plan, therefore we've predicted the following:

• By 2012 there will be moderate war activity
• Continual slow withdrawal from war
• Increase in government debt (even post war)
• By 2012 government debt will be the highest over the six year period.

Political Standings Graph

Our scale for the U.S. involvement in the Iraq War is as follows:

0% = No War Activity

20% = Moderate War Involvement

40% = High War Involvement


The above graph was compiled from the following sources:

• (2002-2009). Politics, Political News, Headlines, Stories and Video. Retrieved from http://www.washingtonpost.com/wp-dyn/content/politics/

• (2005-2009). A TIMELINE OF THE IRAQ WAR. Retrieved from http://thinkprogress.org/iraq-timeline/

• (2007). CNN.com - America Votes 2006 - Midterm Elections. Retrieved from http://www.cnn.com/ELECTION/2006/

• (2008). Election Center 2008 . Retrieved from http://www.cnn.com/ELECTION/2008/results/main.results/#S

• (2009). Democrats vs. Republicans: 50-50. Retrieved from http://www.swamppolitics.com/news/politics/blog/2009/10/democrats_vs_republicans_5050_1.html 
  

• (2009). Anti-War Activists Disappointed With Obama's Iraq Withdrawal Plan. Retrieved from http://www.foxnews.com/politics/first100days/2009/02/27/obamas-iraq-withdrawal-plan-disappoints-anti-war-activists/

• (2008). U.S. National Debt Forecast. Retrieved from http://www.forecast-chart.com/forecast-national-debt.html

• (2009, September 9). Timeline, 1990-2009 . Retrieved from http://usiraq.procon.org/viewresource.asp?resourceID=000670#war2007

Strong Opinions for Economic Graph

Clearly each factor has its high, low and plateau points throughout the six year period. Before the recession in 2007, the economy was booming, but the economy suddenly plummeted beginning in 2007.

After in depth research of qualitative and quantitative data, we've predicted that there will be an upturn in the United States national and global economy by 2012. With a slow withdrawal from war and recovering from the recession, our economy will most likely start to improve. In result:

• Unemployment will reach a plateau point
• Inflation will continue to fluctuate
• Population will continue to steadily increase
• Retail sales and exports will level out and rise after 2012
  

Economic Standings Graph

The graph above was compiled with the following sources:

• (2003-2009). Inflation Rate in Percent . Retrieved from http://inflationdata.com/inflation/Inflation_Rate/CurrentInflation.asp

• U.S. Census Bureau, . (2009, August 5). Population Estimates. Retrieved from http://www.census.gov/popest/estimates.html

• (2005). The World Economic Crisis. Retrieved from http://www.globalpolicy.org/world-economic-crisis.html

• (2008). U.S. Unemployment Rate Forecast. Retrieved from http://www.forecast-chart.com/forecast-unemployment-rate.html

• (2009). Economic News Release. Retrieved from http://www.bls.gov/news.release/srgune.nr0.htm

• (2009). Economy. Retrieved from http://www.barackobama.com/issues/economy/index.php

Introduction to Political Context

Political information can also be a key indicator of what to except in the future as it can affect our economy and consumer behavior. Depending on who is in office, the dominating party in congress, what decisions are made on important local and global issues, the state of our economy, and our current policies can have negative or positive impacts on the fashion industry. We decided to include information on the number of Republican and Democrats in congress, the U.S. governmental debt, and U.S.’s involvement in Iraqi war. 

The amount of Democrats and Republicans in office is valuable information because each party has different views, goals, and interests. If Democrats are the majority, then their “liberal” views will dominate political decisions, such as pro-abortion, same sex marriage, and universal health care. Whereas Republicans are more conservative and usually against the above issues. 

U.S. governmental debt is also vital information because if it’s high, then usually the government will impose more taxes or implement ways of repaying its debt. If debt is low, then our economy is usually booming and there is more money for consumers to spend on luxury goods. Government debt also has a direct correlation with our country’s involvement in war. As war activity increases, debt will eventually sky rocket. Knowing whether or not our country is at war is a very key component in our economy and ultimately the fashion industry.

Introduction to Economic Context

The fashion industry is significantly affected by the national and global economy. Factors such as population, unemployment, exporting of goods, inflation rate, and retail sales all play a major role in the success and failures of the industry. After research, it was clear that there are many correlations between the economy and the above listed factors.

As a team, we decided to include the population increase and decrease (if any) on our graph. When there is an increase our economy benefits because there are more consumers to invest in markets (and vice versa). Whereas, it can be consequential because there are more people needing jobs, therefore unemployment rates would rise. Furthermore, unemployment can drastically affect the economy because this reflects the lack of success within the markets, simply because businesses aren’t making enough money to employ as many people.

We also decided to include the amount of goods exported from the U.S. to show the activity of our global economy. When the U.S. economy is profitable and successful, then the amount of exported goods would be high. This means that businesses are doing well, our economy is booming, and there is less unemployment (vice versa). Exports can also be influenced by the rate of inflation; when a country is experiencing inflation their currency is worth less, meaning it is more expensive to make and export goods.

Finally, retail sales play a significant role in our research and have a direct correlation with the factors mentioned above. With the economy in a recession, retail sales are significantly down. Clearly retail sales can affect the fashion industry in many ways and is crucial when forecasting.