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Fashion Journal
Jayla Martinez
Fashion Business 27-1910
November 28, 2012
Table of Contents
1.) Women’s Wear Daily
2.) Wall Street Journal
3.) Vogue
4.) Fashion Observation
5.) Five Trends
6.) WGSN Trend Reports
7.) Color and Fabric Trends
8.) WGSN Global Trends
9.) Visual Displays
10.) Visual Display Pictures
11.)New TV Show- Nashville
12.) Firstview.com Designer Collection
13.) Career Descriptions
14.) Fashion Don’ts
15.) Fashion Don’ts URL Picture Links
16.) Career Opportunities
Entry #1 Women’s Wear Daily- November 16, 2012
Kanebo cosmetics Plots International Strategy
TOKYO- Kanebo Cosmetics has been a leading brand in the Japanese beauty industry for
some time now (2nd leading brand to be exact.) It has just recently made plans to shed light
internationally and further help themselves to compete on a global level. Since 1887 when the
company began as a cotton trader, it has diversified and finally opened up to the cosmetics in
2005. The company now sells its products in 55 countries and regions, but aims to increase
percentages to 15% by 2015.
They have focused their efforts through five brands: prestige skin-care, Sensai and
Impress, masstige skin-care, and color cosmetic brands Lunasol and Kate. Kanebo mentioned,
“When you go abroad, you have to understand bother your own identity and your identity among
others,” about expanding, “In business, I think companies also have to place importance on their
identities, while also looking at the market of that country and thinking how they can match it
and expand.”
I truly do not understand why a company would want to put itself at risk of loss when it is
already doing so well. There is this new focus on global expansion and everyone wants their
products to be sold everywhere. Why? If a company does so well in its own market catering to a
specific target customer, why change who you are and what you sell just to compete on a larger
scale. Just like Kanebo said, different people focus on different ingredients in products, which
would alter who they are in some way. I believe people should stick to what they know and do it
well, why is that never enough? People always want more.
Link to article: http://www.wwd.com.emils.lib.colum.edu/beauty-industry-news/beauty-
features/kanebo-plots-international-strategy-6483829
Entry #2 Wall Street Journal- November 16, 2012
The Italians have always been fashion leaders, but new trends among them are out of
context with Americans. They call it “Sprezzato,” the act of combining a jacket and trousers that
is not a matching suit, more specifically letting the top half make the statement. Many Italian
men pair bold colors, different fabrics and pattern contrasts together to create unique ensembles.
In their workplace, the formality of a suit is not required, which is very interesting.
I wish American men would embrace fashion and trends, but we have created this
atmosphere that is constantly work focused and requires one type of dress. Italian culture is a
perfect example that fashion can be brought into work and force individuality into something not
so individual.
Link to article:
http://search.proquest.com.emils.lib.colum.edu/wallstreetjournal/docview/1152783576/13AAA9
A1BD7788CA9AB/1?accountid=10231
Entry #3 Vogue trends- November 26, 2012
This fall is filled with coats! Big, bigger and biggest is the main attraction. Styles range
from boxy trench coats to cinched wool coats. I have caught my eye in some retailers carrying
these styles vicariously. Personally, I don’t quite understand why coats need to be bigger than
what they already are. I view them as a staple for cold weather, but fashion speaks its own mind
through every piece of clothing. Either way, I think these picks are bold!
Entry #4 Fashion observation- November 24, 2012
I currently work at a retail store, specifically a junior’s store, Delia’s. This target age is
fashion forward and boy do things move fast. Styles are in and out of the door in as little as a
month or two. This fall we have had an astonishing amount of peplum tops flood through our
back door. Unfortunately not as many out our front, my conclusion is that junior girls have not
reached a desire to follow trends yet. We have sold lace peplums, cotton peplums, frilled
peplums and anything else you can think of. I love them personally, but younger girls do not
dress up for school which inhibits their entire life. They like to be comfortable, sweaters and
layered long sleeves are the look they like.
I do not recall fashion trends from last fall because I was not working in retail at that
time. However after I went through my closet and made observations from pieces I bought last
year. I can say that I think there is a huge impact of color now, where as last year retailers did not
provide as much of an array of color choices.
Entry #5 Store trends- November 26, 2012
As I walked through Urban Outfitters, there were some very distinct trends that stood out
immediately. First off, so many shirts were detailed with those metal pointed nail
embellishments. Dresses had them, coats had them, along with many collared shirts. Second, I
noticed the crushed velvet fabric on skirts and dresses. They came in red patterns and prints,
relevant to the Christmas season. There were also purple and black velvet leggings. Third, heavy
sweaters were combing neutral colors like black, gray, brown, with bright foiled colors (silver
and gold) almost as if they ironed the foil on the sweater. I was not sure if Urban was testing the
waters, because I have yet to see this style anywhere else. Fourth, the faded, organic, washed dye
look was frequent among sweaters and jeans. Seriously, I could make every item they used this
technique on. All I have to do is buy some dye and thrown my garments in the wash, I would
NOT pay for this style. Lastly, I am going to combine two trends and one is the peplum skirts
which have been around for a while, but are still going strong. Displays matched them with
sweaters and knee high socks. The second trend was the mesh neckline along the tops of dresses.
Some had it partially on just the front and some had it just on the back upper half. It is very cute;
however it does not abide with the winter weather.
Entry #6- WGSN trend- November 26, 2012
After my conclusions with Urban Outfitter’s trends, I went to WGSN to follow up with
them. Unfortunately, I did not find as much support as I thought I would, but there was some.
The color schemes and palettes matched up with what I saw. Especially the darker muted colors,
and the metallic shades I described with the foils. There collared shirts were represented on
WGSN, minus the studs. Lastly, I found a section on the acid wash jeans; this must be something
big right now. The one thing I do like about the acid wash is that they are available in every color
and every shade you would want. There is the freedom to highlight or darken the jeans
depending on how dark you want the wash to be. I thought that maybe, the forecasts for WGSN
are geared towards high fashion. While lower budget end fashion brands may take these trends
into consideration, they may use parts of them but also create something new and not so
mainstream.
Entry #7 Fabric/ Color swatches- November 27, 2012
Velour
Fiber Content: synthetic
Origin: U.S
Crushed Velvet
Fiber Content: 65% acetate, 35% nylon
Origin: U.S
Metallic Spandex
Fiber Content: Polyester/ Spandex
Origin: U.S
Color Swatches
These were all of the colors I
saw throughout my visits and
they were perfect matches and
representations of the current
trends.
Entry #8 Global trends- November 27, 2012
I was surprised to compare our fashion to other fashion around the globe. London had
similar trends; theirs were geared towards a 50’s comeback with scoop neck dresses, lace, shades
of pink and bright prints. There were many style dresses that had polka dot prints and cut outs
around the sides and stomach. Milan has implemented an oriental inspiration. Their sportswear
collections are featuring sports shaped influences like the basketball jacket in silks and silk
satins. They have color blocked many bright colors in these styles. Paris is undergoing the annual
reds, neutrals and classics, including the white shirt. Their outwear consists of tuxedo jackets and
the biker/collarless jacket for a masculine take. They have a lot of tapered trousers and military
coats in neutral colors. I predict the continued use of these trends, plus further oriental and
patterned prints and bright colors. Especially for sprint I see a lot of cut out styles coming out.
Entry #9 Visual Displays- November 27, 2012
The first store I went to was JC Penny. My eye was caught by their increase in
advertising and their new collections full of colors. I went in a saw a couple of floor displays
including their mannequins. There were three lined up behind each other with different outfits on
pertaining to that particular section of the store. It looked like the aisles were meant to be fashion
runways. I have not seen that before in big department stores and I thought it was creative. It was
in the perfect spot for customers to look at when they walked down the aisles. There was no way
they could miss the outfits on the mannequins. It was a good target for visuals! They also had a
display that looked like an open closet, there were a couple mannequins wearing clothes from the
“closet,” and a table and a bench which created that picking and choosing atmosphere.
The second retailer I went to was Urban Outfitters. I chose a brand store because I also
wanted to compare the displays to a big department store. The one thing I noticed was that the
focus was not on mannequins, but interactive and dramatic accents that detailed the store. On the
floor were framed wooden prints and the clothes hung off of racks out of wooden walls that were
spray painted with different designs. Urban had several layered streamers hanging in different
areas, but mainly in the windows. They also used large wooden cutouts of animals in the
windows and covered them with prints which I thought was really interesting. They were very
eye drawing because when you walk past them everything is shiny which I love. They had huge
foil snowflakes that sparkled in the light and there were tons of them. I love Urban for the
quirkiness and how they market other fun household items.
Entry #10 TV show trends- November 26, 2012
I chose Nashville as my television show because I absolutely love the plot and all of the
characters. My favorite dressed character is Scarlett and she has a very casual southern look. In
some scenes I would see her wearing worker boots with knee length printed skirts and cotton tees
or a solid blouse. Her style is loose and it flows, nothing is ever tight or constructed and that is
what I love about her. I could definitely see her style coming out in the spring. Especially with
worker boots or boots in general with long flowing skirts and cotton tees or even layered tanks
with collared cotton chiffons.
Entry #11 Firstview.com- OH Boy! November 24, 2013
This website has an extensive amount of designers and collections. Unfortunately I was
unable to view them all. However, of the ones I did cross I
fell in love with the designer Oh Boy! The collection was
for autumn and winter of 2013. The one thing I noticed
about this designer and all of the designers from this
specific location was the use of color in their styles.
Everything just pops and contrasts so well, they are bright
and bubbly. I love all things with color, especially this
specific outfit. It is unique because it relates to a suit
separate but is very trendy. The formal feeling is toned
down by the patter and pops of red, orange and blues which
makes it approachable and attainable. I love the high
waisted skirt because it leaves room for play with any shirt
underneath. The stores I felt compatible with this designer was Von Mauer, Bloomingdales and
Nordstrom. I love Brazil fashion!!
Entry #12 Career descriptions – November 24, 2012
Fashion designers are the minds behind creativity. When you walk through a store and
see something you love, there was a designer, or group of designers who created that piece from
scratch. Where did they come up with it? Where did the inspiration come from? There is so
much that goes into designing clothes, more than any customer could know to appreciate.
Designers visualize their lines, work with sales in order to know what has done well, source the
appropriate price range of materials for their target brand and must know business very well.
Fashion buyers as I like to think of it, are one step further in the production of fashion.
Buyers have to forecast trends and constantly be up to date with what’s new and what sold the
best. They travel all around the world to meet with designers, go to trunk shows and learn about
new fashions. Many buyers specialize in one department, for example, women’s pants, blouses
or jackets. However, buyers from each department must always collaborate since these pieces are
worn together. Both representatives often travel together to choose their selections in cohesion
with each other. This person must know exactly what the customer wants and needs because they
are the direct middle man between consumer and producer.
A product development manager, are the eyes and ears through the process of creating
product lines. They will oversee trends and forecast to carry out the brand standards, they ensure
the harmony between all lines of merchandise and present brand concepts at all meetings. This
person must fully understand the garment manufacturing process to ensure the lead at all times.
They oversee all fabrics, colors and prints with the warehouses and make sure the pricing is
accurate with brand plans. This person has a full load of responsibility and must know his/her
stuff to the core in order to have the confidence to take full leadership of this kind.
Entry #13 Fashion DONTS November 24, 2012
#1- Even if you like DIY fashion, I would not recommend trying Lindsay’s dress. The
diamond cutouts with red tear drops in the center look cheap and unfinished. Plus the dress is
dull and the silk is flat. There is no volume and it does not suit well with her skin tone. She may
have been better off with a different color scheme.
#2- I was never a big fan of Rihanna, but who can disagree that she looks like a wannabe
rapper ragdoll. The problem is that there is no style behind these boring pieces. It does not speak
to me about what she likes or who she is. Americans love clothes that have a voice, and this one
says, “I didn’t know what else to wear.”
#3- The thing about Kesha’s outfit, is that if she had made some changes, it could have
actually worked. If she had worn heels instead of platform loafers, lost the 1900’s spectacles and
wide brim hat so we could actually see her face, worn a silk blouse underneath and styled her
hair nice, it would have been approved. Kesha was lost in 70’s and forgot what decade she was
in.
#4- Jennifer Lawrence is beautiful, but this outfit is so not! Better yet, what was Christian
Dior thinking when he created this. It looks like a blazer and a flowy skirt were thrown in a
blender, than someone threw a belt on it to make up for the damage. I get that Dior is a
prestigious brand and has an excellent reputation, but this piece is boring and there is nothing
individual about it. Which I believe is such a huge trend now, how can you make something
stand out when everyone is trying desperately to fit in?
Picture 1:
http://www.eonline.com/shows/fashion_police/photos/233/fashion-police/236337#236874
Picture 2:
http://www.eonline.com/shows/fashion_police/photos/233/fashion-police/236339#236338
Picture 3:
http://www.eonline.com/shows/fashion_police/photos/233/fashion-police/236338#236339
Entry #14- Career opportunities November 24, 2012
Window displays are a huge draw for me when I am out shopping. I love the creative,
outspoken, I’m begging for your attention displays. This is where I would love to come in as a
visual specialist. Not only for the windows, but the entire store layout, I love putting things
together. I am creative and constantly rearranging my own room to keep me on my toes, this
would be a great position for me.
In order to satisfy my need for control and leadership of business, I would resort to being
a buyer. Plus I love to travel, which is why I would love to do this. Not only would I be able to
forecast trends and be responsible for what goes into my store. I also get to meet tons of different
designers and have fun while doing it. Business first of course!
My last pick would be a product development manager. Although it would be a hefty
load of stress on my shoulders, and overdoses on caffeine in order to keep up with all the
craziness of product development. I think it would be great experience to be put in charge of the
order of merchandise. There would be so much energy, teamwork and collaboration, I would be
right in the middle of it.