SIMPLUS STEPHANIE / ALEX / YUKIKO / ROSA 1
SIMPLUS STEPHANIE   ALEX   YUKIKO   ROSA  1
S I M P L U S a latin word meaning Simple, Stripped Down or Minimal Inspired by traditional Japanese textile design and techniques, SIMPLUS is a collection deeply rooted in form, function and convention. 2
S I M P L U S a latin word meaning  Simple, Stripped Down or  Minimal Inspired by traditional Japanese textile design and ...
T A B L E O F C O N T E N T S MARKET RESEARCH .................................................................................................................................................... 4 CUSTOMER PROFILE ......................................................................................................................................... 5 REPORT ................................................................................................................................................................. 7 RESEARCH ARTICLES....................................................................................................................................... 8 COMPETITOR ANALYSIS ............................................................................................................................................ 60 aritzia ................................................................................................................................................................. 61 Creatures of comfort ............................................................................................................................. 62 Zara ..................................................................................................................................................................... 63 INSPIRATION .................................................................................................................................................................... 65 WORKS CITED ................................................................................................................................................................ 77 3
T A B L E  O F  C O N T E N T S  MARKET RESEARCH ............................................................................
MARKET RESEARCH 4
MARKET RESEARCH 4
C U S T O M E R P R O F I L E Annual income: $40 000 - $85 000 Individual $85 000 - $100 000 Family GEOGRAPHIC SEGMENTATION Condominium or apartment in DOWNTOWN core or central business district of major city Occupation: design or creative field Architect, Interior Designer, Fashion Designer, Web Designer, Graphic Designer, Creative Director, Editor Our target customer segmentation will be suburb area where the fashion forward and early adaptors are gathered in, because our designs are very unique combining the technological art in design and unusual strictures, therefore our target segments are niche. Education: University or college degree Ethnicity: non-specified, non-discriminatory Our product line will transcend all races, ethnicities and cultural backgrounds due to our simple, appealing designs. Demographic SEGMENTATION Mode of transportation: car, bike, public transit Age: 25-35 Our consumer has her license but does not necessarily own a car as their residence puts them in close proximity to employment, entertainment and essentials. They may walk or use public transit or taxis when necessary, and may own a collapsible city bike. The minimalist, relaxed and casual nature of our collection allows it to be targeted towards a wide segment of consumers. Gender: female         This product line will appeal to a wide range of women who seek pragmatic, well-designed apparel to fit with their lifestyle. Psychographic SEGMENTATION Family life cycle: Pre-marriage / childless couple stage Personality traits Because our target consumers are young professionals, they may be in or seeking relationships but do not consider children a priority as they are most concerned with self-promotion and success. Our consumer is driven, ambitious, and professionally-minded with an A type personality. She is dominant and strong-willed with discerning taste. 5
C U S T O M E R  P R O F I L E Annual income   40 000 -  85 000 Individual  85 000 -  100 000 Family  GEOGRAPHIC SEGMENTAT...
Leisure Activities Benefits sought in purchases Yoga, running, traveling, blogging, photography and Instagram, cooking, hosting dinner parties and social gatherings Our consumer feels distinguished and self-confident when she makes considered purchases, in addition to feeling of belonging to a style tribe, a feeling of status and feeling of uniqueness and originality. Important social causes Gender and marriage equality, supporting local businesses, design for charity events Favourite Brands / Stores / Designers Our consumer prefers designers such as Jil Sander, Stella McCartney, Phoebe Philo and Alexander Wang, and prefers to shop at boutiques like Wilfred, Jonathan + Olivia, Gravitypope, Creatures of Comfort and Assembly. Vacation / Travel Preferences Exotic locals and major urban centers, including but not limited to Tokyo, Paris, New York, London, Amsterdam, Copenhagen, Prague, Istanbul, Dubai Reference Groups Our consumer looks up to and compares herself to successful businesswomen, small business owners, and designers who specialize in a minimal aesthetic. Media Preferences Our consumer prefers niche design magazines like Glass, 10, and Numero, but also buys newspapers on the weekend. She subscribes to business journals and trend forecasting services, and reads online journal Business of Fashion each day. Spending Priorities Our consumer spends the bulk of her income on her mortgage or rent, and spends the rest on apparel and accessories, food and drink, design magazines, coffee table books, art and one of a kind pieces WGSN 6
Leisure Activities  Benefits sought in purchases  Yoga, running, traveling, blogging, photography and Instagram, cooking, ...
  R E P O R T THEME Minimalism is the act of pairing down and stripping a design to include only the most essential elements, and SIMPLUS is an accessible luxury collection rooted in sporty minimalism with Japanese influences (Becker). As the popularity of athletic wear continues into Spring 2015, SIMPLUS takes a more simplistic approach to the art pop versions seen on today’s runways. With cool, muted colours and clean, structured lines SIMPLUS offers Japanese-inspired lines and tailoring paired, with an urban-inspired colour palette to the athletic chic trend. Minimalism is inspired by the Japanese Zen way of living, a methodology further developed in SIMPLUS’ streamlined collection. Lastly, traditional Japanese dyeing, print and textile finish techniques such as Shibori and Ikat have inspired SIMPLUS’ colour palette. SILHOUETTE The overall silhouette is clean, crisp, structured and flowing. Wide leg pants constructed from silky, flowing fabrics are forecasted to be quite popular in Spring-Summer 2015, and our denim pantsuit featuring a cinched waist and exaggerated hips stays true to the trend (Jones). Boxy crop tops, currently helping drive the sportswear trend, and jackets with wide-cuffed sleeves mirror wide hems that can be found throughout SIMPLUS, and a kimono-inspired jacket relates the collection back to traditional Japanese design (WGSN Newsteam). The pencil dress will have intricate seams that add geometry to the bustier portion, drawing the eye to the upper portion of the garment. Due to the structured nature of SIMPLUS, it is best suited for women with an X, or H body shape. COLOURS SIMPLUS has four fashion, two accent and two basic colours that possess technological, architectural and cultural inspirations. Our colour palette is considerably cool, appealing to our target market as well as forecasted colour trends, containing Indigo, Sea Foam, Jade, and Nudy as fashion colours (WGSN Intimates Team). Off White and Greige are SIMPLUS’ basic colours and Madam and Momo are accents. The palette represents the timeless urban lifestyle as well as minimal interspaces. Indigo emphasizes our target market as the strong urban women who are modernized by a formal and experimental approaches inspired by the icons of Japanese deconstructivism, while Sea Foam, Jade and Nudy moderate the space between tradition and modernity (Pecler S/S 2015). Momo and Madam are employed into the garment’s surface design referencing modern athleticism. FABRIC SIMPLUS is constructed from interesting quality. SIMPLUS employs raw denim in dark indigo; a textile that has been gaining a cult following over the past few seasons (Rutherford). Raw denim is preferred by many due to it’s favorable properties, for as it is worn, it develops a fit, softness, fine lines, and wrinkles that are exclusive to the wearer. We will also be employing a silk chiffon, and well as a Japanese calfskin. Two laminated vinyls resembling leather are backed in soft knits to provide slight insultation for the Spring, as well as a white woven fabric with burnout polka dots in varying sizes, for textural interest. Plain weave cotton and a knitted jersey contain favorable properties best suited for SIMPLUS’ sportswear garments and rich leathers and vinyls are juxtaposed with sheer, lightweight fabrics adding textural interest to an otherwise sleek and minimal collection. 7
       R E P O R T THEME  Minimalism is the act of pairing down and stripping a design to include only the most essential ...
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COMPETITOR ANALYSIS 60  
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A R I T Z I A TREND: SPORTY These faux leather pants sold at Aritzia follow the minimal sportswear trend and would appeal to SIMPLUS’ target market. This jogging pant adaptation pays attention to detail with a fine cord as opposed to a shoelace drawstring, and the use of faux leather makes this garment edgy and appropriate for a younger target market. This pant is a popular seller, as there was only one size left on the rack at Aritzia in Yorkdale. While Simplus’ jogging pant is not constructed from leather, this example does show the popularity of fashion sportswear and it’s lasting impact as a profitable trend. ARITZIA 61  
A R I T Z I A TREND  SPORTY These faux leather pants sold at Aritzia follow the minimal sportswear trend and would appeal ...
C R E A T U R E S O F TREND: RAW DENIM C O M F O R T Creatures of Comfort is a private label and mixed brand accessible luxury boutique located in New York City. Their target market and product assortment are similar to SIMPLUS’ making them an ideal competitor. These pants exhibit a similar silhouette to SIMPLUS’s denim pantsuit. They are constructed from 100% cotton, as SIMPLUS’ pantsuit will be, and are also a similar silhouette. While these pants are a definite fashion item, the price point may be an issue for the consumer, especially because of the exaggerated nature of the style. While we are unable to comment on the popularity of this garment, shoppers looking for a high quality fashion item would gravitate towards these pants, as the oversized hip pockets and overall roominess of the style would be a conversation starter and would differentiate the wearer from others, a characteristic SIMPLUS’ target market would appreciate. CREATURES OF COMFORT 62  
C R E A T U R E S  O F  TREND  RAW DENIM  C O M F O R T  Creatures of Comfort is a private label and mixed brand accessibl...
Z A R A TREND: DENIM JUMPSUITS ZARA at Yorkdale Mall currently carries many different Jumpsuits constructed from airy fabrics, relaxed cotton jersey and denim. We highlight their denim jumpsuits in comparison to SIMPLUS’ Indigo pantsuit for Spring Summer 2015. ZARA has a deep assortment of denim garments but their denim is primarily bleached, washed or distressed, with boyish or oversized silhouettes, appealing to “the 90’s sports and luxe-denim tomboy theme” currently on the runway by Balmain, Barbara Bui and Ashish (Barrett). Furthermore, many prominent fashion bloggers have been posting photos wearing ZARA’s denim jumpsuit (pictured right) on social media websites such as “Chictopia”, “Instagram”, and “Twitter”. Their commenters responded well to these photos which further increase the popularity of this style. We assume that the sportswear and athletic concept will carry on to the next Spring Summer season, and to customize SIMPLUS, we added unique minimalist construction and Japanese-inspired raw denim to our pantsuit. Widely cropped hems and oversized denim garments were already seen among "the fashion week pake" in 2014 streetstyle shots (WGSN). SIMPLUS applies Japanese-inspired design to our pantsuit: a wide tube leg and boxy construction on the bottom and simply decoration with asymmetrical collar. the zpantsuit is inherently a sportswear garment and SIMPLUS’ offering embodis an upscale sporty vibe, as opposed to blatent sportswear references. By Spring Summer 2015, our Japanese inspired pantsuit with a unique combination of athletic and minimal structural design will become a favourite for our target market, who are more likely to be unique, artistic and creative. 63   ZARA
Z A R A  TREND  DENIM JUMPSUITS ZARA at Yorkdale Mall currently carries many different Jumpsuits constructed from airy fab...
Z A R A TREND: Off-White Asymmetric Crop Top   The crop top is a major trend that was seen all over a variety of streetstyle photographs. The crop top contributes to the spread of the current 1990’s trend in that the popularity of the trend continues to increase (WGSN News Team). We have witnessed many consumers purchasing crop tops during researching trips, and most are more likely to pick them in white or pastel tints. The store layouts of the retailers who offered crop tops were often merchandised with white, pink, yellow or blue hues, perhaps inferring a link between store design, merchandising and likelihood to purchase a particular style. WGSN’s Head of Retail & Product Analysis said, “the crop top is showing itself as one of the most versatile wardrobe items this season,” further stating, “the top crop is crossing over into other market segments with premium retailers, such as Saks and Nordstrom, [and these retailers] are strongly backing the trend, with 102 and 101 styles, respectively”. This information demonstrates that crop tops are definitely selling well in the current mass market (WGSN). We also assume that the crop top will carry over into next Spring Summer season, and we have updated our design to be more appealing and mature. Keeping the iconic rounded U-neck line and upgrading the quality of the fabric allows SIMPLUS to exude modern simplicity. Furthermore, making little space between skin and fabric allows for more flexibility of body movement. Open-front and wide sleeves are more feminine yet still professional, formal yet still casual, communicating to our target market’s values. Because of our top is very simple and fashionable, and because it fits our target market’s lifestyle, SIMPLUS’ tops will become a favorite for our target market who are especially fashion forward young professionals with active lifestyles. 64   ZARA
Z A R A  TREND  Off-White Asymmetric Crop Top       The crop top is a major trend that was seen all over a variety of stre...
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W O R K S C I T E D Aritzia. aritzia.com, 2014. Web. 8 Apr. 2014. Barrett, Sue. “S/S 14 UK Retail: Women’s Denim”. WGSN. 6 Feb. 2013. Web. 8 Apr. 2014. Becker, Joshua. “What is Minimalism?” Becoming Minimalist. 6 June 2011. Web. 3 Apr. 2014. Creatures of Comfort. creaturesofcomfort.com, 2014. Web. 3 Apr. 2014. Euromonitor International. “Apparel in Canada – Industry Overview.” Passport GMID. 20 June 2013. Web. 9 Apr. 2014. Jones, Jaclyn. “Wide-leg pants: S/S 15 US womenswear commercial update.” WGSN. 1 Apr. 2014. Web. 3 Apr. 2014. Spring Summer 2015. Peclers, 2014: Paris. Print. Pickard, Laura. “Half monochrome: emerging womenswear trend.” WGSN. 6 Feb. 2014. Web. 3 Apr. 2014. Rutherford, Kathy and Barrett, Sue. “S/S 15 denim forum: dark ink.” WGSN. 14 Feb. 2014. Web. 3 Apr. 2014. Rutherford, Kathy and Barrett, Sue. “S/S 15 denim forum: decorative 3D Japanese weaves.” WGSN. 14 Jan. 2014. Web. 3 Apr. 2014. Various Users. Tumblr.com. Web. 27 Jan. 2014 – 8 Apr. 2014. Wada, Yoshiko Iwamoto. Memory on Cloth: Shibori Now. Tokyo: Kodansha International Ltd, 2002. Print. WGSN Intimates Team. “Chilled blues: emerging intimates trend.” WGSN. 27 Mar. 2014. Web. 3 Apr. 2014. WGSN Denim Team. “S/S 15 Design Direction: Women’s Denim Key Detail.” WGSN. 26 Sept. 2013. 8 Apr. 2014. WGSN Denim Team. “S/S 15 Focus: women's denim.” WGSN. 20 Aug. 2013. Web 3 Apr. 2014. WGSN News Team. “Crop tops look set to be key items for this season – WGSN INstock.” 21 Feb. 2014. Web. 8 Apr. 2014. Zara. zara.com, 2014. Web. 8 Apr. 2014. All inspiration images from Tumblr and Memory on Cloth, title page image from Memory on Cloth. 77  
W O R K S  C I T E D  Aritzia. aritzia.com, 2014. Web. 8 Apr. 2014. Barrett, Sue.    S S 14 UK Retail  Women   s Denim   ....