B.O.J. Maternity - Colour Stories, Store Layout, 10 Looks (Possible Revision)

 

 

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Why?

I have decided to explore a rare niche in the fashion market: maternity wear.  My consumer analysis includes the following:

Gender: Female
Age: 25-39
Income: Medium-High Range
Occupation: Business, Retail, Housewife, Teacher
Lifestyle: Active, working, stay-at-home

The purpose of this maternity store is to provide women with clothing that facilitate their needs during and after their pregnancies. Clothing must not only be comfortable, but stylish and trendy in design. I have created three “colour stories” for this store and they include: Purple Haze, Sweet Lullaby, and Seaside Stroll. I have chosen these colours as I feel they exude the feeling of joy and anticipation. These colours also represent softness and femininity that are ideal for the consumers’ age group. I wanted to avoid colours such as black, white and bright neon colours.

• Purple Haze is an elegant look and can be worn for any outdoor occasion. It would be ideal for any woman who is still active in the working field or a formal event.
• Sweet Lullaby is a comfort and lounge wear. It is suitable for mothers who rather enjoy the comfort of their homes or nursing mothers.
• Seaside Stroll is a versatile look and ideal for every occasion. Whether for nursing or strolling in the park, this can serve a mother’s every purpose.

All garments are made of cotton, rayon, spandex and wool. This would provide comfort as well as providing ease and stretch when needed. 

The store layout that I have designed is simple and allows easy maneuverability for consumers. Near the entrance we have the cashier, and displays. The fitting rooms are located at the back of the store and include a lounge area for waiting family members such as husbands, children etc. Accessories such as bags, lotion, and hats are located near the heart of the store so they can be easily spotted by passing consumers. The sale items are located towards the end to encourage further shopping as the consumer navigates throughout the store. The three colour stories are laid out so that as a customer flows through the store, they will likely see all three and hopefully, one or more will appeal to them.

Consumer Analysis

Store: Maternity Wear

Gender: Female
Age: 25-39
Income: Medium-High Range
Occupation: Business, Retail, Housewife, Teacher
Lifestyle: Active, working, stay-at-home

The purpose pf this assignment is to design a Maternity wear clothing store with a full store layout. Provided are 3 colour trends for this season.

My target market for this store will include pregnant women from a variety of occupations. Their income level will range from medium to high. The clothing will be specifically targeted towards women that wish to stay in style or look trendy during their pregnancy phase. Garments must be comfortable and accommodate to the changes that the women will undergo during their pregnancy.

5 Looks for BCBG (Revised)

This is an elegant look and ideal for any night or formal event. It has a low neckline with gathered short sleeves. It is draped from the shoulder down to the waist. The length ends above the knee. Made of spandex, polyester and acetate.

 

This is a fun and flirty dress for everyday wear or a night out. It has a sash in the center front. The skirt is form fitted with a slight flare. Made of silk and polyester.

This is a comfortable yet stylish look that is ideal for any occasion. It is asymmetrical with a low neckline gathered at the waist. The skirt is fitted and softly draped on either side. Made of silk and polyester.

This is an evening attire ideal for night-time events and dinners. It is gathered at both shoulders and form fitting towards the hem. The skirt is tiered and ends above the knee. Made of polyester, rayon and spandex.

This is a more casual and relaxed look which is ideal for a day-time style. It has form fitting pants that end at mid-calf. The blouse is fitted to the waist and flares out slightly to the hips with a a sash on the upper right shoulder. Made of spandex, silk and polyester. 

Fabric Swatches

All of these looks are geared towards BGBG's target market. The garments are short, form fitted with soft gathering, pleats and flares. The fabrics are stretchy and soft, yet maintains a feminine silhouette. The spring colours are neutral and can be easily matched with accessories.

BCBG MAX AZRIA

Profile Analysis of BCBG's consumers:

Sex: Female
Age: 20-35
Income or Financial Means: $40,000 and above
Careers: Business, wife/homemaker, student, etc.
Lifestyle: Formal, casual, party, socialite
Inspiration or Theme: Theme inspired by designer Herve Leger, utilitarian looks, relaxed shapes and spring sweaters.
Colour Theme: Mauve, beige, black, and white

According to their website, consumers at BCBG can shop by category or by occasion.

Occasions would be:

• Evening affair
• Cocktail hour
• Dinner out
• Night out
• City sleek
• Chic and easy

 Their categories include: jackets, skirts, handbags, bottoms, accessories etc.

• BCBG is currently  promoting new themes such as: Tailored chic,utility chic and eyelet and lace. These looks include items such as tailored or loose fitting jackets, lace blouses and dresses and casual street wear.

 

 Sources: http://www.bcbg.com/home/index.jsp

Fads, Fashion and Classics

The Classic

The classic is described as having a lasting significance or worth. It is a style that is enduring and has a longer life span compared to fashion or fads. The gentleman on the right is an example of classic fashion. He is wearing a tie, white shirt, dress shoes, and a frock coat. This outfit is commonly worn by young to middle aged men and historically worn for formal events or work. This is a timeless and formal look that has endured over the last century and may continue to last further on.

The Fashion

Fashion  is a garment that is the prevailing style or custom in dress. This can be something that is currently in mode and has a relative longer life span than a fad, but shorter than a classic. The girl on the top is dressed in a casual wool sweater with a denim overall dress and leggings. This look can be categorized as a fashion as she blends in easily with those around her and the look is readily seen on a daily basis, particularly among young women. The girl on the bottom can be considered a fashion as she is wearing a silk ruffle blouse, and black pencil skirt with heels. This garment is seen among young to middle aged women for formal functions or parties. Her look can also be described as a classic because it has endured over the last century.

The Fad

A fad is a fashion or craze that has the shortest lifespan compared to a classic or fashion. The man on the bottom is wearing a denim jacket and pants. This can be a fad as denim jackets are currently not in the mode and could be the re-emergence of a fashion craze. The mannequin on the top can be also seen as a fad. The long skirt, head scarf and loose sweater almost resembles an 80's hippie look. This look is popular among young men and women that are connected to a peace and anti-war theme or simply rebelling against regular fashion. These looks can be seen as a craze, but will ultimately not endure in the long-term. 

Walter Van Beirendonck

• Flemish fashion designer
• He was born in Belgium in 1957
• Designed for Oke sportswear from 1977-1980
• Designed for Gianfranco Ferre till 1992, while creating his own label
• Changed his label in 1995 to "Wild and Lethal Trash"
• He also designs for rock groups 
• Known for his witty, cyberpunk, and pop art shows
• Was a teacher at Royal Academy of Fine arts in Antwerp
• Was the first designer to use the Internet and Cd's to showcase his designs
• Won the title of "Cultural Ambassador of Flanders" in 1999
• Materials that used in his designs are: synthetic and high tech fabrics with bold bright colours and graphics
• His inspirations are the visual arts, literature, nature, and ethnic influences

Sources:
http://www.fashionmodeldirectory.com/designers/walter-van-beirendonck/
http://thefashionisto.com/label/walter-van-beirendonck/

Hussein Chalayan

• Born in 1970 in Cyprus, Turkey
• Graduated from London's Saint Martins College
• Originally wanted to be a pilot or architect
• Very innovative and creative
• Graduate collection consisted of decomposed silk dresses
• Inspirations include: architecture, science and  technology
• Was named British designer of the year in 1998 and 2000
• Had to close down his company in 2001 due to financial problems
• Was creative director for Asprey, but left after completing 4 years
• Entered a partnership in 2001 with Gibo co. Spa
• Has designed clothing for the opera, dance and celebrities
• Likes to shock during his collections (eg. Traditional Muslim garb with half naked models on the runway)
• Was awarded M.B.E in 2006 (member of the order of the British empire)
• Designed LED dresses in Tokyo in collaboration with Swarovski
• In 2008,  was appointed as the creative director for Puma

Sources:

http://www.designboom.com/eng/interview/chalayan.html
http://www.fashionmodeldirectory.com/designers/hussein-chalayan/