Elva Hooe

Mallory Matos Megan Pulis

Sarah Wyrickby:

MDSE 1650 – FALL 2011 APPAREL LINE PROJECT

2012

2012 SWOT Analysis

Item Description: Style Number JD4300, Empire waist tunic, vintage rust, juniors

Project Scenario:• Upscale Department Store• Junior’s Division, Casual Department• Price Range: $40 - $60, Moderate• 100% Cotton• A best seller of 2011

Strengths:• The dress is 100% cotton, this makes it very comfortable to wear and also breathable

and flowy. This garment is easy to care for by the consumer.• This garment was a best seller and has more potential to sell this season. We believe it

will sell this season as well because we updated the dress and brought it up to the season’s trend colors and style.

Weaknesses: • A downside to using a garment that is 100% cotton is that is shrinks and may become

small, and the garment has trims and they may lose elasticity through use and care.• This garment only came in one color and that might not have been the color for every

consumer, but if this dress came in more colors we could have sold more items.

Opportunities:• To add more variety, we are adding more colors and a garment with a geometric print.• We also are updating the silhouette from an empire waist to a more natural waistline

that creates a slight A line silhouette. Also we changed the sleeves and tie trims to regular sleeves and removed the drawstring to update the look and bring it up to fashion for Spring 2012.

Threats:• Other stores sell similar items during this time for the season so it may be hard to

compete with other stores.• Trends are always changing and this could go out of style quickly.

2012 Apparel Line

2012 Line Direction

» Our line direction is a tropical, spring break line that uses beautiful and bright colors, along with neutrals to even out the pop of the brighter colors.

» We have utilized the 2012 Spring Pantone color of Tangerine Tango (Orange), Sodalite Blue, Cockatoo Aqua, and Driftwood Gray. We feel that these colors are synonymous and work well together.

» We will also be creating leggings and a button down cardigan in the Driftwood Gray color to help the garment transition from the cooler temperatures of spring to the warmth of the summer.

» The dress and be dressed up or dressed down and worn with the leggings, cardigan, or both.

» We will include geometric patterns on some apparel garment for aesthetics appeal and to evoke our implied theme.

Eternal FortitudeEternal Fortitudewith a head on your shoulders

& love in your heart