Mariam Fakih & Valerie Brugueras Trend Final-Botanic Goth

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Table Of Contents

Botanic Goth Segment & Customer Profile________________2 Targeted Customer Profile-Infograph______________ 3 Botanic Goth Introduction_____________________________4 Trend Analytic Tracking______________________________ 5

Trend Analytic Tracking-Support of Botanic Goth____9

Botanic Goth Concept Board__________________________ 11 Botanic Goth Concept Board Write-Up____________ 12

Color Chip Selection_________________________________13 Concept Images Reflecting Color Scheme__________14 Color Selection Write-up_______________________ 15

Fabric Swatches____________________________________ 16 Concept Images Reflecting Fabric Swatches________18 Fabric Swatch Selection Write-up________________ 19

Runway & Street Inspiration__________________________ 20 Art Movement & Culture Heritage_____________________ 23 Trend Analytic Tracking_____________________________ 26 Flat Sketches_______________________________________30 Silhouettes & Details________________________________ 31 Conclusion________________________________________ 32

Fakih & Brugueras 2

Botanic Goth Segment & Customer Profile

We will be doing the Botanic Goth trend for Fall 2014. We will be reaching out to females between the ages of 18 and 29 for the Contemporary market segment. We are looking for young women who are trendy, open to trying new styles, and preferably a student or in a fashion oriented working environment. This age group is Generation Y or maybe even the beginning end of the millennial babies. Being born during the Y generation allows these women to be more open to different styles and trends because they grew up over the time of a millennium change, which offered them many different style choices. Our ideal target market shops at places like Forever 21, Urban Outfitters and H&M. They aren’t however, limited to in person shopping. They are big on online shopping because they don’t feel the need to go out and find what they like every time they want to shop. In person shopping has become a bit of a hassle with having to park, go inside and shop multiple stores. Online shopping makes it so they can sit at home, work or even class and order something that can be delivered within a few days. They are up to date on what is currently being sold in most trendy shops because they like to shop there often. They also follow websites such as Pintrest, Instagram and Polyvore for fashion inspirations and how to pair different styles to create their own look. Brands that appeal to our customer are lower priced and in season. Since they change their look so often they’re not necessarily looking for the best quality of clothing. They want it to be affordable for them right now and for it to be fast fashion. WWD.com covered Coachella this year and in multiple articles and pictures floral was a big trend. Floral may always be big but in 2014 floral will be taking on a new look. Gothic will be coming into play in Fall of 2014 but floral will be carried from the spring to glam up the dark look of Gothic. Our customer will easily accept the mash up trend because they already follow the floral trend. It will make gothic an easier trend to pick up because by adding the floral it makes it a softer, more feminine look. Also, with the recession going on right now it will be an easy way for our target market to save money because they can recycle clothes and accessories from the previous floral trends and pair it up with innovative dark pieces as well as going out and buying new statement gothic pieces.

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Targeted Customer Profile-Infograph

Below is an Infograph provided by mobilemarketingwatch.com that shows that our target generation, Generation Y, is the group that most often shops online and uses their mobile devices to make purchases. Our target market is looking for the quickest way to shop and shopping online at places like Forever 21, H&M and Zara will lead them to find our trend Botanic Goth because it will be found in such stores.

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Introduction to Botanic Goth

In Fall 2014 one trend that will be big is Botanic Goth. This trend is a mash up of two very well known trends: floral and gothic. The convenient thing about this trend is that both of these trends have been done before and many people kept pieces from each of these trends and the pieces can be used again in innovative ways to redo this trend in a new way. This trend will feature mainly gothic pieces with a lot of black, spikes, zippers and leather. The gothic part of the trend will be masculine and dark while still staying very feminine with its silhouettes accentuating small waists and small shoulders. The real femininity however, comes from the botanic portion of the trend. It will be all different types of flowers and plants creating a very hippie chic look but innovating it by pairing it with the darkness of gothic. Floral would come out in the clothing and have small accents on the dark gothic pieces but also be it’s own piece. It could be a floral, feminine shirt with a masculine black studded leather jacket. Floral and gothic can both also come out in accessories whether it’s flower earrings or a necklace or a spike bracelet and metal chain necklaces. It is easy to get creative with this trend because you can use so many different styles of floral and gothic to put the trend together and create Botanic Goth. The point of the trend is for the two opposites to compliment each other and soften each other. If the gothic were to be worn without the floral, it would be masculine and rough while if the floral were worn alone it would be girly and soft.

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Trend Analytic Tracking

Following are some current trends that our target market is wearing and posting about on social media sites. Even in these photos you can see small hints of future trends such as Botanic Goth. Pintrest.com:

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Polyvore.com:

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Lookbook.nu:

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Instagram:

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Trend Analytic Tracking-Support of Botanic Goth

Below you can see Tweetreach.com showed us the popularity of floral fashion and Goth. From these graphs we can see that both floral and Goth are popular with our target market and they keep a steady pace of talking about it on social media sites so both trends will continue to have a large fan base.

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Trend Analytic Tracking-Support of Botanic Goth

Below is a chart from Visual.ly showing that feminine and oversized clothing looks were positively responded to in studies. Both of these looks are big to the Botanic Goth trend so it was important that they were well responded to by our target market.

Another big part of our target markets life is that they are constantly on social media. How they hear about and see the trend blooming will mostly be on social media sites and below is a graph that breaks down how often our target market is on their social media sites. It proves that about 75% of our target market is on social media about every other day or so (Techniasia.com).


Botanic Goth Concept Board


Botanic Goth Concept Board Write-Up

The Botanic Goth Concept board shows the versatility of the floral and gothic pieces of this trend. It brings the gothic feel in with the leather-studded jacket and shoes but keeps it girly in different ways. It keeps it girly with the snakeskin bandeau and pink floral print skirt. The black tights add a bit of both sides of the trend to the mix. They’re black and chic but also are very feminine and silhouette conscious. All of the accessories are floral as well because if the accessories in the board were more focused on the gothic part of our trend it could be seen as too masculine. All of these pieces inspire Botanic Goth because they are all key points that put the trend together. Ideally the perfect Botanic Goth outfit would have at least a little black, leather, studs, and floral in both jewelry and fabric. This trend is all about showing the masculine side of a feminine woman. This style will be in trend in Fall 2014 because of how our target market is already wearing some of the pieces separately. The board inspires our trend because all the pieces are the basics of what we will be promoting. The feel of our board is how we want our target market to feel. We want them to feel feminine but with a strong piece such as the jacket to make them feel masculine. Our board will inspire our target market to want to be strong and independent since they will be working and will be on their own either just about to finish college, which is extremely empowering, or they will be new to the workforce. Many of these life events can empower a woman to be stronger and more independent which is what our trend will do for them next Fall 2014.


Color Chip Selection


Concept Images Reflecting Color Scheme

Following are runway images of both gothic and floral pieces that reflect what our trend will look like. Under each picture are colors from our color scheme that are found in each outfit.

-Black Magic -Minty Molly -Purple Haze -Limbo -Golden Spell -Midnight Magic -Blaze Orange -Acid Rain -Blood Red

-Golden Spell -Alexanders Crown -Black Magic -Pink Punk -Midnight Madness -Blaze Orange -Mystic Falls -Minty Molly -Purple Haze


Color Selection

Botanic Goth comes with a wide variety of colors. It has both bright colors coming from the floral aspect of it and dark colors coming from the Goth aspect of it. Our target market will appreciate and be drawn to this palette because as new workers or current students they are feeling empowered. They are either nearing or have just passed a pivotal moment in their lives and they are feeling the need to change up their lives and show everyone how independent they are. We chose colors such as Black Magic, Purple Haze, Midnight Magic and Blaze Orange to spark interest in the more feminine women we are attracting with this trend. The dark colors attract the interest of our feminine women because they feel like the colors might set them apart and make them live life a little more spontaneously. The analytics on Polyvore.com show that women were more likely to buy a black leather jacket over a white leather one. This is probably because they felt that it was more authentic and rugged. Subconsciously women who are known to be more feminine are attracted to darker more Goth colors because it’s different and makes them feel as if they’re living dangerously. The same goes for the opposite side of the spectrum with the women who are notorious for wearing darker colors that would match more with the Goth. They are attracted to small pieces that are the colors such as Pink Punk, Purple Haze, Minty Molly and Golden Spell because it adds a bit of color to their outfits that consist of dark colors. It helps set them apart from the everyday Goth. These two different color spectrums match up so well together because when the everyday woman sees them separately they might not be interested because it could be opposite of what they are comfortable with but when the colors are put together it peaks curiosity and will make the woman want to buy it because it’s new and different.


Fabric Swatches


Fabric Swatches


Concept Images Reflecting Fabric Swatches Below are images pulled from runway shows that will show how our fabric choices can be put into fashion in various ways with our Botanic Goth trend.


Fabric Swatch Selection Write-up

A beneficial point about the Botanic Goth trend is how it can consist of a wide variety of fabrics. The Goth look is open to interpretation and you can match up a multitude of fabrics to make it look grunge. Goth can consist of dark versions of colors such as red, green, orange, purple and black. Another big piece involved with Goth is lace because when used in dark colors it adds a very Victorian look to the Goth. We pulled a lot of lace fabric swatches because lace is very feminine as well. It helps add to the floral look because there are flowers in our lace but it’s a nice alternative to the straight floral fabric. It adds a different texture, which is always appealing to the consumer. There are lots of different black fabrics in our swatches because the base to most Botanic Goth outfits will be black because black is the color most commonly associated with Goth. The floral aspect of the trend is where most of the bright vivid colors are going to come in which is why we pulled brighter colors such as red, orange, blue and green. Floral is not however, limited to bright colors. You will find in some of our swatches that floral is found in a dark magenta color, dark blue, and even black. The floral is the pivotal point in our trend because it really turns the Goth from dark and rough to feminine and soft, which is why we pulled so many floral prints.


Runway & Street Inspiration


Runway & Street Inspiration


Influence of Runway & Street Inspirations on Botanic Goth

Based on the collages of the runway and street inspirations for our trend Botanic Goth you can see that both floral and Goth have been big before. Goth has commonly been big in Fall before which is why it will be easy for Goth to be picked up in Botanic Goth. As our images show it’s also easy for black and floral to be paired together because they’re such opposite sides of the spectrum that it’s appealing to the eye and makes the consumer feel different than the norm. These are going to help influence our trend because the Goth is always a desirable trend that women try to follow whenever it comes up. The floral will influence our trend because so many of the pictures in our collages have beautiful floral prints that have not been done before so now it will be easy to put the rough Goth with the delicate floral prints. The styles in these pictures will help our consumers be intrigued by Botanic Goth because these styles are currently such successes that it will encourage our target market to go and follow the Botanic Goth trend. While the floral in our photos is currently in and popular it will still come back for Botanic Goth in Fall 2014 because it will fade out by Fall 2013 and by the time they come back in Fall 2014 our target market will vaguely remember it but remember that they loved it when it was in.


Art Movement & Culture Heritage Photos


Art Movement & Culture Heritage Photos


Art & Culture Inspiration

The Goth and floral trends are influenced by many cultural and social events. Goth can be traced back to influences such as Dracula, the original vampire movie, traditional middle eastern wear such as the burka, Wicca beliefs and the practice of witchcraft and tribal tattoos and piercings. Floral can be traced back to flower festivals and Indian weddings and traditional dressings. As seen on the first page of images the traditional Muslim headdress, the burka, has influences a Goth looking headdress on a designer runway seen pictured right next to it. Also, we used many tattoos as examples of Goth influences because Goth is centered on being dark and very self-expressive. Tattoos are used by many cultures to show expression of family status, personal beliefs and what tribes you come from. Wicca is also a big influence on Goth because Goths wear a lot of Wicca symbols and black like traditional Wicken do and they share the same beliefs. As for the floral trend, there are many different festivals across the world that is entirely centered on flowers. These festivals give the floral trend a whole different style and open peoples eyes to the versatility and meanings behind flowers. There are flower festivals in Brussels, Thailand and America pictured in our examples and each festival has a different meaning behind why they use the flowers to show off. In Thailand they use them to show the different royalty and how they can receive higher treatment, in Brussels its to bring the community together and celebrate the beauty of the flowers and in America they’re used to make the floats even more beautiful and show off how well everyone can make a float. The floral trend is easily influenced by this because these festivals are so anticipated every year and people see the beauty they provide that they want to wear it and have it in their everyday lives.


Trend Analytic Tracking

Following are some examples of how the trend Botanic Goth will look with its mixture of gothic and floral. These were pulled from social media sites where our target market shops. Pintrest.com:


Polyvore.com:


Lookbook.nu:


Instagram:


Flat Sketches

Below are flat sketches of a few of the styles of shirts, pants and skirts that can be used in Botanic Goth to really push the floral/Goth inspired trend.


Silhouettes & Details

Below are some details and silhouettes that can be found in the Botanic Goth trend. These can be used in accessories, clothing or even the shape of the outfit.


Conclusion

In conclusion the Botanic Goth trend will not only a popular trend in Fall 2014 but it will be a cultural movement. The trend pulls from previous trends, cultural beliefs, psychological desires such as wanting to be stronger and runway styles. It’s going to be a busy trend with its many accessories, details, layers and styles mixed into one. It will use a wide variety of colors because it has influence from its dark Goth side and also its floral side, which will include lighter, more feminine colors. Because of its multiple color pallets and different styles it will also use a lot of unusual fabric choices such as velvets, silks and denim. The Botanic Goth trend incorporates a lot of different styles and looks into one look, which is what makes it so unusual and desirable because it’s something different and new. Our target market will be drawn to this because they are looking to prove themselves as the strong, independent woman they are and this trend will help them stand out and be unique. Botanic Goth can already be seen emerging through small details in current trends and consumers have already responded positively to it, which is why they will continue to buy it and have the full-blown trend be popular in Fall 2014.

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Mariam Fakih & Valerie Brugueras Trend Final-Botanic Goth