Forecasting Project: Portfolio Piece 1

PREENby: justin thornton and thea bregazzi

FALL 2011 FORECASTBY LAUREN EZZI

Introduction

• This Fall 2011 forecast was created as a final project for a fashion theory class. Each student was to select a brand and predict the colors and styles for the next fall collection considering the chosen brand’s competitors, influences, current zeitgeist, and cultural indicators.

Knowing The Company

• Preen is mainly associated with online retailers such as ShopBop and ShopStyle.

• The target demographic is mainly upper middle class to high class women with a unique style.

• The age range is from mid twenties to late thirties.• Garment prices range from $800 - $1,200.• Competitors: Stella McCartney & Luella Bartley.

Pop Cultural Indicators& Zeitgeist

• Lady Gaga, Rihanna, and Katy Perry each have very unique, individual looks, all stemming from an underlying rock and roll influence.

• Currently popular styles and trends in relation to Preen: Decorative zippers, cut-outs, sequins, mesh and lace insets, and metal studs.

Design Method

• “We always use the previous collection as a base for the new one. Put a last-season dress on a mannequin, add a blouse, and there’s the new look.”– Thea Bregazzi for Grove Magazine

• I stuck to this concept and incorporated colors and looks from previous Preen collections into my personal designs.

Preen: The Next Look

• The next look for Preen incorporates some aspects of the traditional rock and roll style.– Metal studs, fur, and metallic textiles

• These trends combined with sophisticated styling flatters the Preen image.

Preen: Fall 2011

• As stated earlier, Preen’s new designs incorporate styles from previous collections with something new added on.

• Reusing: form fitted cut-out dresses, high waisted trousers, leatherette miniskirts, and dresses with a loose flowing silhouette.

• New Additions: blazers, cargo and faux fur vests, shorts, tights, and oversized knit sweaters.

Color Forecast• “Even when the product stays the same, changing

the color gives a sense of something new,” (Brannon, 147).

• Reusing: black, grey, and dark purple.

• New Additions: pale pink, olive green, brown, blue, and gold.

Thank You!Lauren Ezzi

(973) 722-7076laurenezzi@hotmail.com