luxurious wanderlust

Luxurious

Wanderlust

By: Shani Yehezkel Kallie Hoxter

Luxurious Wanderlust

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Table of Contents

Cover Page……………………………………………………………….…………….. p. 1

Table of Contents………………………………………………………………………. p. 2

Trend Segment…………………………………………………………………………. p. 3

Customer Profile……………………………………………………………………….. p. 4-5

Infographs………………………………………………………………………………. p. 6-7

Trend Introduction………………………………………………..…………………….. p. 8

Trend Analytical Tracking………………………………………………………….…... p. 9-12

Trend Concept Board…………………………………………………………………… p. 13

Color Section………………………………………………………………………….… p. 14-17

Fabric Section…………………………………………………………………………… p. 18-20

Runway/Street Inspiration………………………………………………………………. p. 20-23

Art Movement/ Culture Heritage………………………………………………………... p. 24-25

Analytic Tracking- Trending…………………………………………………………….. p. 26-27

Technical Drawings (flat sketches) ……………………………………………………… p. 28-29

Conclusion……………………………………………………………………………….. p. 30

References………………………………………………………………………………... p. 31


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Trend Segment Season Selection: Spring/Summer 2014

Fashion Segments: Designer/Couture Gender: Female Lifestyle: Lives a lifestyle of luxury, career is an option, travels the world, and explores life to its fullest.


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Target Customer Profile Name: Aureta Thomollari Age: 20-30 (unknown exactly) Obsession: Gold Loves: Vintage, Mixing Expensive Pieces with Less Expensive Pieces Refuses to be a victim to fashion Only wears jeans 1-2 times a year Fashion Uniform: Dress, tons of jewelry, and lots of high heel shoes Aureta is our ideal target customer. She spends her time traveling the world, is a luxury consultant for luxury clientele, and writes her infamous blog, “Aureta’s Blog”. As we follow her throughout her world travels, we see that she lives a life of luxury. She spends her time traveling from Washington DC to LA, from NYC to the Hamptons, and from China to St. Barth’s. As we follow her on her adventures through blog posts and instagram updates, Aureta keeps us updated on what she up to. Her closet is phenominal and everyday holds a handful of major designers to wear. She tries to find pieces that she will love and add to her collection instead of fast fashion. In fact, Aureta is unsettled by fast fashion due to the fact that it devalues the artist and their creation. Aureta says in an interview that she adores vintage fashion and is always on the hunt for priceless pieces. She feels that in order to avoid being a fashion victim, you must mix and match pieces that are different.


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Trend Introduction


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Trend Introduction

Wanderlust is a strong desire to travel. This trend targets the customer who leads or

imagines themselves leading a jet-set lifestyle. They have dreams of traveling in a luxurious

manner, following the trends closely, and finding the next big travel location. When envisioning

this Luxurious Wanderlust concept, keeping in mind our target designers, we created a concept

that is sure to capture the attention of the market for Spring/Summer 2014. The tropical print

commonly associated with Hawaiian shirts and those who wear them, has become a popular

street style trend featuring loud and colorful prints. This trend will be adapted in a luxurious way

for Spring/Summer 2014.

When we began researching our target customer, we found that two specific trends are

getting a lot of attention, and getting the marketing talking. Floral prints and feminine are the two

trends dominating the fashion scene. With spring approaching and flowers blooming, floral

prints are a given for the fashion trends that will emerge, however we will be adapting these

trends in a fresh and innovative way by incorporating them with tropical prints and pretty pastels.

The vibrant tropical trend is a thing of the past and the future is going to be all about classical

statement looks. Our target customer is looking for timeless fashion garments they can wear

when they travel, luxury pieces that are made of the highest quality that can last. Thus Luxurious

Wanderlust is born; a perfect balance of delicate tropic inspired florals in pretty pastel colors,

creating a wonderfully adventurous collection.


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Paris Fashion Week for Spring/Summer 2013


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Milan Fashion Week 2013

New York Fashion Week 2013


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Trend Analytic Tracking From sites such as polyvore, trendhunter, and editd.com data was found to support the movement

into the trends of soft tropical prints and pastels for Spring/Summer 2014. While florals and

some pastels are currently rising in the market, we see that florals and pastels should definitely

be expected through the next spring season of 2014. Our trend is a soft infusion of florals with

tropical prints and complementing through softer pastels. We see that the luxury market stays

ahead of the general public for trends for various reasons, one of the main being that these trends

are more accessible to their lifestyle. The luxury market is definitely ready for a different

influential factor and an initial infusion between florals and tropical prints. This also takes a new

form to give the idea of not repeating the tropics trend but rather infusing two trends together to

create a new look all together. Mixing a tropical print with soft pastels will give the attention to

the tropical trend as it is needed as well as achieving a softer, more feminine look overall.


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Color

As the temperature heats up and the hemlines get shorter, the typical springtime colors

come around once again. Pretty pastels are a given for Spring/Summer 2014. Inspiration from the

tropical horizon of a St. Barth’s harbor creates a harmonious contrast of warm and cool colors.

The vibrant red and orange complements the calming effects of the blues and greens in the

collection, and the look is pulled together with neutral whites, golds, and browns. When

imagining a typical tropical fashion trend, one might think of bright primary colors, however

Spring/Summer 2014 will be an updated, sophisticated take on the trend with delicate pastels and

feminine prints. The color schemes depict a girly and lighthearted personality with

complementary color combination such as Macaw Green and Vibrant Red, and Mock Orange

and Bijou Blue, while still maintaining the sleek and luxury look with dark colors of greys and

blacks.

The collection overall features mainly cool pastel colors with pops of bright warm colors

and sophisticated touches of neutrals such as gold accessories and details. This color

combination will be perfect for the upcoming spring/summer season as it gives a unique twist to

previous color schemes. This combination will allow consumers to have a lighter color

combination with just the right about of detail from the prints. The color scheme will also give

our luxury market a new take on pretty pastels and tropical prints through an infusion of neutrals

to complement the looks. The unique tropic inspired colors are combined with the pretty pastels

to create a cohesive collection for a perfect luxurious getaway.


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Fabric Selections


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Fabric

The fabrics selected for this trend are of luxury and quality. The materials will include the

finest silks, cottons, rayons, and tweeds amongst others. The materials selected will be superior

quality and last with wear. In order to maintain the luxury appeal, the garments need to be

handcrafted and produced with the best quality materials for the finest look. For the tropical

prints, materials will include silks, cottons, rayons, and jerseys. These materials will fit perfectly

for the spring/summer as they are light and tend to hold colors nicely. The materials for the

pastels will include the same as the tropical prints materials, however, sheer materials would also

be acceptable. All of the materials that will be used for this trend will be pure and imported in

order to achieve full customer satisfaction.

The overall idea is a finished look with clean lines and created with luxurious materials.

The customers will be willing to pay more for the garments because they know they will be

receiving goods made with the best quality and long lasting materials. The reinforced seams and

stitching are examples of such details that will encompass the garment as well as improve style

and fit. Through research of our target customer, we have found that the typical luxury customer

prefers to purchase from luxury lifestyle brands; these luxury brands can use their high quality

material details as selling points by showing their customers where and how the materials were

produced. As we have learned from our target customer profile, luxury consumers want garments

that fit into their collections, searching for staple pieces that will last with wear. This trend

focuses on a select few garments that encompass the features of quality and luxury to give the

consumer the perfect garment to enhance their wardrobe.


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Runway/ Street Inspiration

When one imagines summertime they are immediately drawn to the image of a perfect

white sand beach, palm trees swaying in the slight ocean breeze, and the glistening water that

spreads for miles and represents infinite adventure and travel. Everyone craves a piece of this

luxurious paradise, from the culture to the fashion. Street inspiration is one of the most

influential factors in fashion. This bohemian-esque tropical trend is one that trickled up,

originating in street style and working it’s way onto the runway of the most luxury designers.

The trend began on the streets as a literal tropical print featuring bright colors, palm trees, and

printed pants, but has been adopted by luxury brands and transformed into a chic and

sophisticated take on the trend, with delicate tropic inspired florals and pretty pastels.

Inspired by Prada’s Spring/Summer 2010 “Fantasy Lookbook” which glimpses the

collection through a fractured cinematographic lens: contorted cityscapes, tropical traces,

desolate architecture, illusory projections and palimpsests flicker like movie stills”. While pretty

pastels have been a trend in past seasons, we gathered inspiration from the softer colors and

materials in street-wear style. Pretty pastels have been accepted across a wide range of markets

to match well with neutral colors as well. Tropical influences have grazed across all of the

different fashion sectors; the trend has been adapted in various ways and is now being reinvented

for Spring/Summer 2014 with the innovations of a feminine touch and not so literal tropical

prints.


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Art Movement/ Culture Heritage

Luxury lifestyle brands are getting into the farm-to-table movement. When someone is

buying a luxury product, they are buying into the culture that inspired the creation of the product

as well, “affluent people, particularly when buying luxury, care a lot about where the products

come from”. The farm-to-table concept is an emerging trend in the luxury fashion industry.

Luxury brands are distinguished by being the best quality products, and by showing the customer

where and how the products were made, they can naturally support the brand value. Each brand

can take the concept and mold it to fit the brand origins and values. Luxury brands can appeal to

their customer’s jet-set wanderlust lifestyle by engaging shoppers with the culture and origins of

its products, connecting their products to the next big travel sight.

A couple of major designers, who are not necessarily couture, include Michael Kors,

Tory Burch, and Trina Turk. While these designers may not be as high-end luxury as the focused

target market, they represent the culture and inspiration they gained from traditions and traveling

to visit these cultures. In a recent interview clip with Financial Times, the idea of luxury fashion

brands moving into luxury lifestyle brands is starting to take over the market. Brands are moving

into encompassing the entirety of the lifestyle as opposed to the clothing to fit this lifestyle.

Major brands are branching out into new ventures to expand their name and brand. Through the

major designers using lifestyle as a cultural difference, we see the luxury consumers becoming

consumers of lifestyle brands and products as opposed to separating fashion and lifestyle

products.


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Conclusion

The tropical trend has been transformed from the basic idea of bold tropical flowers and

palm trees, splashy prints, and bright punches of color, to a more classic version. This trend is

great for Spring/Summer 2014 because it is very versatile and can be adapted into various

patterns, colors, details, and accessories. The tropical trend takes on a new image every time it

surfaces and this season it will be reinvented in a sophisticated way. Paired with pretty pastels

and glamorous neutrals, the cohesive collection is the perfect look for a luxurious getaway. Many

places and people acted as inspiration for this collection, all sharing a common trait of being

fabulously luxurious. Our target customer is an adventurous, spontaneous woman who does as

she pleases and goes after what she desires. We incorporated her fierce personality into our

collection: Luxurious Wanderlust.

Straying from the typical tropical trend, we went in the direction of soft floral prints that

are inspired by the classical bold tropical prints, but with the calming landscape of St. Barth’s

and various other luxurious travel locations. Floral prints in pretty pastel colors such as blues,

greens, reds, and oranges created a beautiful contrast with the sleek luxurious neutrals and darks,

pulled together with gold details. For our trend to be adapted into high-end luxury designer’s

Spring/Summer 2014 collections, the materials used must be of the quest quality materials. Our

particular customer cares very much about where and how their products were manufactured,

and we wanted to bring the culture into the trend. Luxurious Wanderlust is a concept created for

the woman who wants her wardrobe to tell of her lavish travels and adventures without her

having to speak a word.


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References Carr, T. (August, 2012). How luxury lifestyle brands can get in on the farm-to-table movement.

Luxurydaily.com. Retrieved April 20, 2013 from http://www.luxurydaily.com/how-luxury-lifestyle-brands-can-get-in-on-the-farm-to-table-movement/

Dishman, L. (February 2012). Where gen y will shop in 2012. Forbes.com. Retrieved April 20,

2013 from http://www.forbes.com/sites/lydiadishman/2012/02/20/where-gen-y-will-shop-in-2012/

Doran, S. (August 2011). Why geneartion y is so important to luxury brands. Luxurysociety.com.

Retrieved April 20, 2013 from http://luxurysociety.com/articles/2011/08/why-generation-y-is-so-important-to-luxury-brands

Foiret, C. (March, 2010). Prada ss10 fantasy lookbook. Trendland.com. Retrieved April 23, 2013

from http://trendland.com/prada-ss10-fantasy-lookbook/ Little, K. (Februrary 2012). Young and fashionable: Gen y mixes luxury and cheap. CNBC.com.

Retrieved April 20, 2013 from http://usatoday30.usatoday.com/money/industries/retail/story/2012-02-18/cnbc-gen-y-luxury-retail/53131902/1

Polyvore. (2013). Popular styles from our community. Polyvore.com. Retrieved April 25, 2013

from http://www.polyvore.com/ Repinly. (2013). Pintrest stats. Repinly.com. Retrieved April 25, 2013 from

http://www.repinly.com/stats.aspx Smith, K. (March 2012). Why generation y. Editd.com. Retrieved April 20, 2013 from

http://editd.com/blog/2012/03/why-generation-y/ Tweetreach. (2013). How far did your tweet travel. Tweetreach.com. Retrieved April 25, 2013

from http://tweetreach.com/

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