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Forecasting Survey - Global Lights

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Working Mom Statistics

This data shows that working moms are a majority and thus, is a target market Butler Bag should focus on:

• 63% of mothers of small children work outside the home
• 78% of mothers of school-aged children work out side the home
• 63% of working mothers have children under the age of six
  http://www.momsrefuge.com/news/9905/index.html

All of these celebrity moms show that it is possible to have a busy life but also keep their motherhood:

• Jennifer Lopez
• Cate Blanchett
• Angelina Jolie
• Halle Berry
• Christina Aguilera
• Jessica Alba
• Nicole Richie
• Nicole Kidman
• Ashlee Simpson
• Minnie Driver
• Isla Fisher
• Elizabeth Hasselback
• Amy Poehler
• Sheryl Crow
• Gwen Stefani
  

Competitor - Nine West

Nine West was founded in 1977, is part of the Jones Apparel Group Inc. and has many products including fashion accessories and handbags. They are a much bigger company than Butler Bag, employing 15,600 people. They advertise in Lucky, In Style, Marie Claire, Harpers Bazaar, ELLE, Self, Allure, Cosmopolitan, Glamour, Seventeen, In Touch, Ok, Us, and People. Celebrities that are endorsing Nine West on their website include, Ashley Tisdale, Michelle Trachtenberg, Jean Smart, Kristen Chenoweth, AnnaLynne McCord, Bar Rafaeli, Jamie Lynn Sigler and Rachel Leigh Cook.
Price points for Nine West range from $40 to $200.
Fall colors for 2008 included black, purple and lime multi in the patent snakeskin print. Black in velvet. Black and natural in satin. Black, gray and medium brown in synthetic leather. A fading yellow and fading red in canvas. Tan and black in leather with studs and embellishments. Brown multi and metallic multi in a patchwork.

Competitor - Dooney & Bourke

Founded in 1975 by Peter Dooney and Frederic Bourke, Dooney & Bourke specializes in fashion accessories including; handbags, Ipod cases, luggage, bracelets, watches, briefcases as well as limited clothing. They started making handbags in 1981, starting out with the Tack case and the Equestrian Bag, both made from bridal leather. The original distributors for this brand were Nordstroms, Brooks Brothers, and Saks Fifth Avenue along with the company store in Norwalk, Connecticut. In 1983 they released the AWL (all-weather leather) bag. In 2007 Hayden Panettiere designed a bag for them. Celebrity endorsement is a big part of their marketing. Celebrities such as Mischa Barton, Lindsey Lohan, Emma Roberts, and Michelle Trachtenberg have modeled in ads for Dooney & Bourke. They advertise in Vogue, Teen Vogue, ELLE, Vanity Fair, Lucky and In Style.
Price Points range from $20 to $625.
Fall 2008 colors for Dooney & Bourke included, black, bordeaux, cherry, mustard and plum in patent leather. Black, brown T-moro, cherry, jean and moss in suede. Black, brown and tan in a jaquard with the logo. Black, chesnut and natural in regular leather. Slate and jungle in python print. Black and white for the multi colored logo print. Black, brown, grey, purple, red, royal blue for "shiny" leather. Black, brown, cranberry, pine green and red for pebble grain leather. Black, cognac, orange and red for ostrick embossed leather. There were also animal prints in giraffe, leopard, and python.

Save or Splurge?

While checking my email, the home page to MSN had an online article that read Wardrobe Economics - Save or Splurge? In this article the editors give their advice to women who are not sure when to take out their wallet and splurge or to save and go for the bargain. They list the evening gown or party dress which they say to save your money on. Jeans, which is labeled as a splurge, and also the handbag that they say go the extra mile and spend you cash. In the article they say that the the purse is an accessory, but more importantly a necessity. If you are anything like me, I use my purse everyday, all day, you need something that is durable and will last you. Spend more money now, you are really getting more out of your purchase than if you go for the bargain and are back and the store looking for a new purse the following year. Baragin doesn't always hold up. The editors say go for a look that is classic more than trendy, a timeless look. There are three bags they show or recommend all are in the price points between $400 and $600. In the economic down turn we are facing it is important to spend you cash wisely. Cick here to read the entire article.

Competitor Kate Spade

while growing up in kansas city, missouri, katherine noel brosnahan, now kate spade, was both the epitome and antithesis of the all-american girl. there was always something charmingly familiar yet wonderfully original about kate. her fresh sense of style and singular personality reflect a keen sense of wit, propriety, and a no-nonsense approach to life. kate has spent most of her professional career in the accessories business. after college in 1986, she took a job at mademoiselle magazine, leaving in 1991 with the title of senior fashion editor/head of accessories. while working at the magazine, kate realized that the market lacked stylish, practical handbags and so innocently began designing her own. she put together some sketches, investigated production costs, and created a line of classically shaped bags in satinfinished nylon, as well as interesting colors and fabrics. with her fingers crossed, kate, along with her partner and husband, andy spade, launched "kate spade handbags" in january of 1993.



Kate Spade's various collections are priced from $150- $700. From small bags to totes and soft breifcases, Kate Spade's collections are crisp, clean and professional. Leather, canvas, hide, and the classic satin-finish nylon are the main materials for Kate Spades's handbags.

Competitor- Hobo International

ABOUT HOBO INTERNATIONAL
Inspired by modern women everywhere, the founder of Hobo International envisioned a line of accessories that offered women practical and stylish handbags at bridge pricing. Undaunted by a small budget, her vision became a reality in 1990 when the first Hobo International collection went to market. The small line of handcrafted natural leather handbags was well received and the brand’s signature interior organization drew an immediate following.
Nearly twenty years later, Hobo International has evolved into a true fashion vanguard offering gorgeous lifestyle accessories season after season. Incorporating imaginative utility and modern styling, our beautiful accessories overflow with purposeful details that blur the lines between fashion, function, and fun. Founding principles of quality construction and exquisite materials are evident in every Hobo International product and continue to distinguish Hobo International as the premier lifestyle brand for women who live by their own rules.

Competitor- Marc by Marc Jacobs

Marc by Marc Jacobs has handbags ranging in price from $98 to $558. They offer polyurethane totes for $98, canvas totes for $128-$158, polyester backpacks for $178, PVC coated canvas totes for $188, cotton and leather satchels for $398, and leather hobos for $558.

Marc by Marc Jacobs colors include black, brownie, indigo, red lotus, talc, cranberry field, bright red, cream, fools gold, elderberry, silver, bat brown, fuchsia, bone, nero, metallic gold, way fluoro pink, natural, metal, grape juice, saddle, tropical pink and cordovan.

Marc by Marc Jacobs can be found at Bloomingdales, Nordstrom, Neiman Marcus, and Marc Jacobs.

Competitor- Juicy Couture

Juicy Couture bags range in price from $55 to $550. Their handbag selection includes canvas totes ranging from $75-$550, velour handbags ranging from $125-$295, leather bags from $145-$375, and nylon bags ranging from $55-$250.

Juicy Couture colors include black, regal, chocolate chaude, social circus, porto, winter white, fieno, blue, dusty powder, well coifed, rose, smog, cognac, cotro, neutral, grappa, deep wine, taupe, green, pink, gold, monaco, espresso, grigio, doe, depp, and roseanna. Many of these colors have an italian theme to them.

Juicy Couture is sold at stores like Nordstrom, Bloomingdales and Juicy Couture.

Youth Culture 2008

Politics

As influential as the voices of young people were in 1984, kids today seem to have even more powerful influences on America's present and future. The involvement of the young in the politics of the year illustrate this.





This year children were exposed to more information and concerns about political candidates than ever before. With campaign advertisements showing on TV, in magazines and on bilboards and yard signs, and thier parents and teachers constantly concerned with the current state of the economy, kids of all ages took an interest in the future of thier country. An excellent example of this is the children of Ron Clark Academy in Atlanta, GA.





In the Presidential Election of 2008, 55% of Americans ages18-25 turned out to vote- making up 18% of the voting population. 61% of this demographic voted for the democratic candidate. Since the economy was the most important issue claimed by the youth demographic, they voted for the candidate they felt was best able to relate to thier insecurities in job-hunting, aquiring affordable health care, and supporting their needs when it comes to taxes.

Pop Culture

The American obsession with celebrities has only grown since 1984. Entire networks like E! VH1 and MTV and are devoted to broadcasting every detail of the lives of musicians, actors and the newest generation of celebrities- the stars of reality TV. Our constant bombardment by those who have access to the newest designer goods and most luxurious services definitely impacts the trickle-down effect of fashion. Instead of only seeing thier idols in movies or red-carpet events, the constant window into celebrity life provided by the media provides the best publicity for designer jeans, the "it bag" of the season, and the trendiest ways to accessorize and glamourize.

Never before has this much celebrity influence been met with the level of discretionary income for young people. Credit cards funded by parents are common among high school and college students. Also many young people have part or full time jobs while living at home and not being responsible for any real expences. On top of this, since modern generations of young people have been largely raised in homes with both parents working, additional financial compensation and gifts have become very common as a way to make up for parents' lack of time at home.

The 16-24 year old demographic has never had as much influence on the economy- especially the fashion economy. With increased fashion savvy, spending power, and understanding of marketing strategies and tactics of advertising, young generations are driving trends and classic styles both. Having sped up trend cycles to an unheardof pace and shifted the focus of many brands to a younger demographic, young people's effect on popular culture has equalled the effect of the culture on them to create an incredibly powerful cycle.

Sources:


http://www.youtube.com/watch?v=oEKNAZbn9p0&feature=related


http://www.usnews.com/articles/news/campaign-2008/2008/11/06/young-voters-powered-obamas-victory-while-shrugging-off-slacker-image.html



Movie: The Merchants of Cool

Color Spring 2009

The colors forecasted for Spring 2009 are all fresh colors. Color names include Fushsia Red, Salmon Rose, Palace Blue, Lucite Green, Super Lemon, Dark Citron, Lavender, Vibrant Green, Slate Gray, and Rose Dust. Some of the colors are soft pastels, and not too vibrant. The vibrant colors are accompanied by translucent or neutral undertones. Fall 2008 saw a popularity of blue and purple and this stays true to the next season. Blue is popular in every hue, and purple although not as vibrant as fall, it is calmed to a soft lavender. Yellow is still finding popularity among desiners, and "making its mark on the world of fashion." Yellow they say is the color that brings a smile to everyones face, perfect for Spring and Summer. "Stabilizing neutrals provide practicallity in a changing economic landscape."

Competitor Brands- MICHEAL KORS

Micheal Kors

Lattington: An evolution of the iconic Astor collection Lattington offers a fresh and sporty perspective with its bold hardware and belt strap detailing. The Lattington Satchel, Large comes in the the colors, black, olive and luggage (which is a camel color brown) priced at $398.00

A smaller bag is also available, it has buckled tip handles and a detachable shoulder strap, it too is priced a $398.00 and is available in olive or black.

Under the same category, a drawstring satchel is also available, showed only in black it is patent leather and is also priced at $398.00

Studio- Rich color, elegant proportions, and a vintage refinement perfectly showcase this group's timeless glamor and exotic fabrications. This bag is available in the color camel with a price point of $1295.00. Camel Leather.

Amherst-collection that features classic lines and supple leathers while its brass buckle detail lends a bit of bohemian luxe mystique: shoulder tote, which comes in vicuña (brown), black leather, or cheetah print ($668). This bag has a price point of $448.00. The shoulder bag comes in vicuña (brown), or black and has a price point of $398

Delancey- Classic gold-chain hardware and patent crocodile meet with modern contours and grommet detailing to make this urban chic collection named after Manhattans' famed Lower East Side street – the price tag for this bag falls just above the $1000 mark.

Competitor Brand - COACH

COACH:
The Stunning Signature Coach Diaper Bag was first released in the spring of 2006. This particular bag is the only of its kind in the coach line up, and use to be available online but is no longer. Some of its features include, a changing pad, zip pockets, cloth lining, and a zip top. It retails for approx. $400.00. The initial bag was made of suede and but is also available in the signature Coach print.

The Soho Handbag

Suede: The suede Soho handbag is only available in the color Espresso, with a price point of $278.00

This bag includes an inside zip pocket as well as:

• Cellphone/multifunction pockets

• Ring to clip an accessory or key

• Zip-top closure

• One exterior slip pocket

• Suede with lightweight leather trim

• Fabric lining

• 17" strap

• 10 1/2" drop

• 13 3/4 (L) x 9 1/2 (H) x 4 1/8 (W)
  
  
  

Metallic: The metallic bag only is available in one color, Brass/Gold with the price point of $398.00

Features of this bag include inside zip pocket, as well as:

• Cellphone/multifunction pockets

• Ring to clip an accessory or key

• Zip-top closure

• One front slip pocket

• Pearlized soft pebble leather

• Fabric lining

• 20" strap

• 14" drop

• 14 15/16 (L) x 13 3/4 (H) x 4 1/8 (W)

Leather: The leather bag is available in the colors black, red, rose, and saddle, with a price point of $378.00 (smaller version of this handbag goes for $278.00)

Features of this bag include an inside zip pocket as well as

• Cellphone/multifunction pockets

• Ring to clip an accessory or key

• Zip-top closure

• One exterior slip pocket

• Lightweight leather

• Fabric lining

• 20 1/2" strap

• 14” drop

• 14 15/16 (L) x 13 ¾ (H) x 4 1/8 (W)

  
  
  
  

Patent: The patent bag is available in the the colors Purple,and brown with a price point of $398.00

Features include an Inside zip pocket as well as:

• Cellphone/multifunction pockets

• Outside slip pocket

• Zip-top closure

• Crinkle patent leather

• Fabric lining

• 29” strap

• 14" drop

15 (L) x 13 3/4 (H) x 4 1/4 (W)

Quantitative Strategic Plan

Global Lights: Quantitative Strategic Plan

Trisha Schorsch, Arielle Scherb, Aubry Tolliver, Ashley Youngers, Kelsey Koehler

As a team, Global Lights is ready to forecast a quality handbag for Butler Bag which will be put into production for the year 2010. We have successfully finished our qualitative data and discovered our weaknesses and our strengths, as well as have created a synthesis which will help us in the direction we take with our quantitative data. We discovered that there were direct correlations in politics, economics, and popular youth culture in 1982 and 1986 which we believe we will find true in 2008 and 2010. Global Lights’ plan of action is to always be aware of our surroundings, be alert with all five senses, and to pay attention at school and in the community in order to be ready to spot the “hidden current.” We will make “trend folders” including pictures taken by us and pictures from current and past magazines. Group members will not only be in tune with surrounding architecture, food, and media but also the latest technology. Technology is leading the world today and shaping the future ahead so we must be aware of the latest additions in the field. The group will put a high importance on the environment because we know that consumer values have changed recently and “going green” is very trendy.

We will always keep in mind issues and problems that can lie ahead. We will find ways to work around and through these obstacles and deal with the problem by “filling a gap” with something new and innovative. Global Lights will use various research methods to find our information, such as WGSN, AATCC Online, firstVIEW, etc. Our group understands that communication is critical in order to maintain this strategic plan which is why we have divided up the research needed in order to perform this project to the best of our ability.

We have divided the group so that each group member is responsible for a specific span of years. Within these six years each group member will be looking for popular color trends and the reasoning behind them, in order to create a color palette for the year 2010. If we can find the underlying currents behind the color and why they were deemed popular then we can easily predict what will be the trend in 2010. The following dates must be researched and completed by Wednesday, October 29.

Trisha:1978-1982, Arielle:1984 -1988, Aubry:1990-1994, Kelsey:1996-2000, Ashley:2002-2008

Along researching the following years, each group member has decided on two competitor brands in which they will identify the product, color, materials used and price points. This information will help us in creating our new product for Butler Bag. Information on the competitors should be synthesized no later than November 7, 2008.

Much like we did for the year 1984, we have equally divided research categories among members. In order to get a valid analysis, an in depth look into each topic is key. We plan to have finished our research by Wednesday November 5^th.

Trisha is in charge of collecting data for social, and cultural aspects that have affected 2008, most importantly youth culture as well as top designers who are influential.

Arielle will be looking at color, not only in 2008, but what has already been predicted in 2009. Fabrics, fiber and materials used will also be of importance.

Aubry is closely watching the Presidential election, because it's outcome will be felt in 2010. She will also be watching how this affects the economy.

Kelsey is focusing on geographic and psychographics of the end user.

Ashley will be looking into demographics and behaviors of the end user.

In order to create our product, we must also identify a target market. We plan to accomplish this by conducting a consumer survey, which will include students, family members, friends, and professors. Professors in the AMDT department are qualified individuals who are extremely knowledgeable in fashion, and their feedback is critical because they are the ultimate consumer. This survey is going to be created and conducted by Arielle and Ashley and will be completed by the first of November. Our survey will include questions similar to the following.

How much would you normally spend on a bag?
What colors hand bags do you prefer, and what colors do you dislike?
What aspects of a handbag do you find most useful?
What aspects of a handbag do you find most attractive?
Do you find that long straps or shorter handles are more useful?

The remaining members of the group, Kelsey, Aubry, and Trisha will perform interviews, not only on people in the community, but also interview by phone so that we have a well rounded target market.

It is important to note that the interviews and surveys will be continuing throughout the project in order to gain the broadest base for comparison.

Getting more in depth with Butler Bag is our highest priority. We plan to go beyond the website and researching what the consumer likes about the company. For example Trisha found a helpful website, which is a critique of the butler bag. This is a shopper's blog comparing the Butler Bag to the cheapie "Buxton Bag" that you see advertised on late night infomercials. The comments are interesting because they're from women who likes the smaller size of the Buxton and it talks about prioritizing between fashion and function. This website among many will help us better understand the consumers relationship with Butler Bag. We are going to be researching consumer blogs and consumer reports information sites to gather more information similar to this.

Based on this research, we will be able to create our designs and color palette for Butler Bag. We are excited to see what the final outcome of all our hard work will be.

More Homeowners Embracing Conservation

"In 2008, green building is expected to represent 6 percent of the residential construction industry, according to a survey conducted by McGraw-Hill Construction Research & Analytics for the U.S. Green Building Council. That's up from just 2 percent in 2005." The interesting part of this is that although the housing market is on the down turn, the green home is up. As Americans become more aware of the increasing, rising energy cost a new alternative is in the horizon, and more thought is being put into this change. The financial crisis that America finds it's self in, only pushes consumers and homeowners to look for other solutions. The so called green home is equipped with tiles that are made of recycled wine bottles, solar energy, a deck made of recycled products, sprinkler system that is saved rain water, all the way to eco-friendly linens and textiles throughout the home made of bamboo and other organic products.

As awareness for global warming grows, society is making change. Change doesn't always have to be big, it's the small steps that lead to the bigger picture. Using recycled and eco-friendly products can help save the planet but also save you cash.

The Smart House

Recycle Scrap Into Cash

With America dealing with financial instability, the need to reuse and recycle has not only helped the enviornment and increase awareness in the "Go Green" campaign, but it has also fattened the wallets of thousands around the world. People visiting recycling and scrap metal operations in the past year has nearly doubled. The economy has left consumers no choice but to limit consumption and reuse. The high and ever rising energy costs brings in people alike who are looking to save every penny.



A majority of people who visit the recycling or scrap metal plants everyday are plumbers or contractors who have the extra metal scraps and pieces laying around at the end of the work day. But the truth is that it doesn't stop there. Some are scowering around the night before trash pick up in local neighborhoods and grabbong everything they can put their hands on.



Until only a few years ago, copper was selling for less than $1 a pound. Today it is going for about $3 a pound. The price jump is also in aluminum cans that were once going for about 30 cents a pound can now fetch 70 cents to 80 cents a pound. In the last seven years, steel has jumped from $40 a gross ton to more than $200 per gross ton.



For lots Americans who are avid recyclers, hundreds of dollars can be averaged from a single trip of turning your waste into cash. Numerous people said that they used the extra cash to fill up at the gas pump, because the average price of fuel although it is going down, puts a large dent into monthly expenses.



Recycling is also a part of going green and reusing our resources. This is a perfect way to kill two birds with one stone. Save our planet, but at the same time save your money. For more information on this article or to read the whole thing, please click on the link below.



Boom in Recycling

Qualitative Synthesis

To view Global Lights' qualitative data synthesis presentation, click here
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To evaluate our team's performance, click below
feedback form

• Top 10 TV shows of 2008

1. Prison Break (2005)
   



2. Heroes (2006)- Heroes' use of superheroes and villians has influenced edgey fashions. The show's star, Hayden Patteniere has even started designing handbags for Dooney and Burke.




3. House (2004)




4. One Tree Hill (2003)



5. Gossip Girl (2007)- One of the most talked-about dramas of the year, GG's perfectly styled characters are being copied by thier high school contemporaries as well as women much older. While some think that it's completely over-the-top for such young girls to dress in the designer labels they do or carry all of the "it" accessories of the season, the shows producers justify their choices saying that "the characters are supposed to be fashion role-models for all ages of fans."
   



6. 90210 (2008) - This fall saw return of the 1990's most popular teen drama. With an entirely new cast of high schoolers and a few alumni stars returning as teachers, the new 90210 may turn out to be as big of a cultural phenomenon as the original.
   


7. Fringe (2008)



8. NCIS (2003)
   


9. Smallville (2001)



10. Family Guy (1999)

• The continued Reality TV craze- Whether you're a Playboy bunny, a has-been pop star, a D-list celeb, or an unknown with an ineresting job, it seems like anyone can get thier own show these days. Every major network is carrying reality shows in prime-time slots... ABC features Wifeswap and Dancing with the Stars, NBC's got America's Toughest Jobs, America's Got Talent, and the recently-revived American Gladiators, CBS covers the adventure-seekers with The Amazing Race and Survivor. Various other channels have created shows like Girls Next Door, where we can see into the lives and bedrooms of Hugh Hefner and his girlfriends (plural), or Rock of Love, where any obsessive fan has a chance to seduce former rocker Brett Michaels. Even the reality show stars who started out as average people have become pop-culture idols, like the cast of Newport Beach.








• Celebrity Culture- Since 1984, America's obsession with the celebrity life has only gained momentum and hysteria. Entertainment News now had entire channels devoted to keeping up with celebrity gossip and bios. National News channels have segments devoted to Hollywood news, and now days, even CNN refferes to celebrity opinions and sitcoms for opinions and audio clips. Sites like funny

Behavioral Statistics of 2008

According to “Fashion Forecasting” by Evelyn L. Brannon, there are four types of spending behavior:

• “Impulse buying – often associated with the thrill-of-the-hunt,


• Routine purchases at mass merchants who provide pricing and convenience,


• Lifestyle-based shopping at retailers, who carefully define the target audience,


• Custom products or personalized services.”

Online shopping:

• With gas prices becoming higher, consumers want to conserve their gas as much as possible. Thus, online shopping has become a major shopping habit of consumers. They can have the item(s) delivered directly to their house, also minimizing utilization of the precious time.


• One type of shopper whose time is extremely valuable to them is mothers: moms who put in “90 hours of in-and-out-of-home work a week, are more likely to buy online and have more transactions per year than any other [type of shopper]” (Zerbisias).


• Also interested in saving time, 61% of people at work are spending their lunch breaks shopping for apparel.


• It is easier to comparison shop online. In June, 89% of consumers cut back on spending compare to the 56% in May.


• 33% of consumers said they have cut their spending by comparison shopping online.

Impulse Buying:

• 5.8% of shoppers are compulsive of impulsive buyers


• Consumers who are distracted are more likely to impulse buy than shoppers who aren’t distracted


• Point-of-Purchase displays in stores encourages impulsive buying. These types of displays are difficult to transfer to online stores. Thus, with more consumers shopping online, there is no guarantee that consumers will make this impulsive buy because they have more time to think about their decision.

References:

http://articles.latimes.com/2008/jul/21/health/he-shopping21

http://newswise.com/articles/view/542684/

http://progressivegrocer.com/

Brannon, Evelyn L. Fashion Forecasting. Pg. 270.

Zerbisias, Antonia. "Use Your Fingers Rather Than Your Feet For Peak Shopping Experience." The Toronto Star. 16 May 2008.

Textiles/Fabric 2008

Articles

Cotton Incorporated’s “INSEAM”A Look At Three Designers, Debuts October 1Real deadlines, Real drama, Real characters



Cotton Incorporated Presents Trend Forecasts, Textile Innovations And Sourcing Expertise At Texworld ExpositionSeptember 22nd – 25thParis Le Bourget



New Moisture Management Breakthrough For Cotton Debuts At Outdoor Retailer ShowTransDRY™ engineers stay-dry comfort in performance apparel



TEXTILES: THE SUSTAINABILITY REVOLUTIONDVD Produced by Cotton Incorporated Focuses on ‘Green’ Finishing



JUST ONE LOOK
Less Flash And More Bang For The Buck



THAT ’70S FLOW
Hot For Summer, Jumpsuits And Maxi-dresses Are Eyed As Hits For Resort


Winter 2008Textile Consumer (Vol.42)
Chinese Consumer Apparel Purchases



U.S. Cotton Market Monthly Economic Letter - October 13, 2008

Fall Colors for 2008

COLOR MARKETING GROUP PREDICTS TRENDSFOR FALL/WINTER 2008
ECONOMY AND ECOLOGY ARE KEY DRIVERS OF COLOR TRENDS
Alexandria, VA /September 2008 --What colors will be in store next fall? According to Color Marketing Group (CMG), the leading international association of color design professionals, today’s hottest color trends are most influenced by two major issues: the economy and concern for the environment.
“Economic extremes lead to color extremes, too,” said Jaime Stephens, executive director of CMG, which has predicted color trends with remarkable accuracy for more than 45 years. “So we see many opposites. For instance, ecological concerns mean fabrics are being made with less dye, giving them an almost vintage look. So vintage colors look very right. On the other hand, exuberant economies in countries like China and India draw us to ethnic brights – sunny yellows, true turquoises, warm oranges. Both look very cutting edge.”
“Members tell us our dual instincts apply as well to technology,” she said. “We want to sit under a tree and read a book – with our BlackBerry nearby. We are drawn to old-culture décor – a Tuscan farmhouse kitchen – but we want state-of-the-art appliances in that kitchen. So we are drawn to both vintage hues and new bright colors.”
What‘s coming this fall? According to CMG:
Both Extreme Matte and Very Shiny Gloss finishes – Look for lots of new special effects, patterns and textures, including black-on-black beading, stitching or embossing; bright metallics with a matte graphic overlay; stamped and foiled metallics and layering of similar colors.
The Return of Purple – Purple has moved from a blue-based lavender to a red-based purple verging on raspberry. The newest version is a true convergence of red and purple – a high-energy almost fuchsia-like color.
Super Reds and Oranges – A blue-based red in a sophisticated, complex shade that is really a fresher, lighter burgundy looks very right now. So does a passionate orange-y red that brings to mind the Summer Olympics in Beijing. And an intense, lipstick berry red (kissed by a touch of orange) makes a great accent color. Also, look for a soft new coral that is warm and pinked. It works well with neutral, brown and green shades.
Fresh New Grays – Gray has moved from metallics to fabrics to paint to home products. We’ve gone from granite, marble and stainless steel kitchens to gray on the walls, gray on upholstery. There are some wonderful new pale, lilac-y grays. And this fall, look especially for (1) a truly classic gray with undertones of no other color; (2) a silver with blue undertones, and (3) a very sophisticated green-cast smoky black.
Gray/Blue Greens – Green has been the most-used color over the last few years, as environmentalism went mainstream. Now, however, the newest greens are moving toward shades that are grayer and bluer. Green is trending away from yellow-based shades and moving toward blue-based shades. This fall, cool blue-greens will be everywhere. Some of the newest are so blue they almost read turquoise.
New Blues – Robin’s egg blues, so prevalent over the last couple of years, are fading out now. Softer blues are heading home. Look for pale, spa-influenced blues; spirited blues that are vibrant without being aggressive, and inky navy blues as an alternative to black. Finally, there is a bold new European-influenced blue that is showing up in laundry rooms and kitchen appliances.
About Color Marketing Group
Color Marketing Group forecasts color trends up to three years into the future for its members, many of whom must plan ahead for product, space and materials introductions. For more information: www.colormarketing.org.

Demographics of 2008

In 2008 the population is roughly 305,414,590 which is over 50,000 more than in 1990 and 20,000 more than in 2000. The median age is 36.6. There are 97.2 males for every 100 females. 38% of American’s homes have 4-5 rooms with 67.4% containing 2-3 bedrooms. 38% of consumers have 2 cars available to them and 94% have telephone service.




In 2006 (the most recently updated data) the average household size was 2.61 with the average family size being 3.2. The population of people 25 years and over was 195,932,824, with 27% having a bachelor’s degree or higher education. 84% have graduated highschool and/or have a bachelor’s degree or higher, meaning 16% of the U.S. population aged 25 and over did not graduate highschool. 152,193,214 people 16 and over were in the workforce in 2006 with an average travel time to work being 25 minutes.




In 2006, 73.9% of the U.S. population were white, 12.4% African American, 0.8% American Indian, 4.4% Asian, 0.1% Pacific Islander, and 6.3% other.





All information found at http://www.census.gov/

Designers 2008

Versace (WWD)

Oscar De La Renta, Vera Wang, Micheal Kors, Hilfiger

Top fashion designers for 2008 include Alexander McQueen, Balenciaga, Calvin Klein, Chanel, Christan Dior, Dolce and Gabban, Giorgio Armani, Gucci, Lanvin, Mark Jacobs, Michael Kors, Prada, Ralph Lauren, Versace, Yves Sait Laurent

Colors for Spring 2008

Spring 2008 palette is made up of classic, versitile neutrals punctuated by playful splashes of invigorating brights, hopefully encouraging fashionistas to explore new ansd creative ways to combine colors. “The spring 2008 color palette perfectly reflects cheerfulness of the season,” notes Leatrice Eismaen, executive director of Pantone color Institute. “Stabilizing neutrals combined with pops of brighter colors creatre unique, distinctive looks are the basis for a great spring and summer wardrobe.”

Top Ten Spring Colors for Women in 2008

Snorkel Blue- a favorite among desingers this season, is a dependable navy, but spiced up with

more animation and sophistication.

Freesia- warm and cheerful and also uplifting and inviting color to which people seem to be drawn to; it is a hue that allows for diverse accessorizing opportunities in jewelry and shoes

Daiquiri Green- is a brighter version of the popular earth-tone yellow-greens naturally associated with eco-awareness

Croissant - perfect base to build any of the imfamous colors of spring on

Rococco Red- provocative, passionate red, favored for the spring and summer

Silver Gray- nostalgic, popular metallics that add that right amount of excitement to any garment

Spring Corcus- deep pink undertones, flowery, prettiests most wearable purples you will ever purchase

Cantaloupe - proves to be warm and nurturing, and a great addition to any wardrope, perfect when paired with a chocolate brown

Pink Mist- can pair perfectly with any color in the palette for feminine looks, and can provide a refreshing complement to daiquiri green

Golden Olive- trans-seasonal

Fashiontribes.com

Social Trends 2008

Articles


Top Five Social Media Trends to Watch in 2008 December 29


Social networking trends for 2008? Pringo takes a look


Fashion and Identity: A Multidisciplinary Approach


Women Call the Shots at Home; Public Mixed on Gender Roles in Jobs





(Really good source for articles on Social and Demographic Trends - http://pewsocialtrends.org/pubs/?year=2008)


America's Four Middle Classes


Baby Boomers: The Gloomiest Generation


Feeling Guilty
Americans Say They Aren't Saving Enough


U.S. Population Projections: 2005-2050


Race, Ethnicity and Campaign ’08
People…Can We All Get Along?


Social trends that will affect marketing in 2008



Consumer Trends: February 2008 Archives



2008 Marketing Trends Predictions

Designer Must Have's for 2008

Fashion Designers list their must-haves:

Luca- black leather cocktail dress with iridescent feathersReem Acra - coats!

Tadashi Shoji - cashmere!

Peter Som- pressed wool cocoon cape in Apple Green

Akiko Ogawa - a tight-fitting coat in Indigo Navy

Doo.ri - forest green jacquard double-breasted blanket coat

Jenni Kayne - belted jacket in Oatmeal with a silver fox collar

Betsey Johnson - fringe!

Brian Reyes - delicate, lustrous layered pieces in mineral tones

Charlotte Ronson- striped turtleneck minidress

David Rodriguez - plaid cashmere barn coat in Emperor Red

Erin Fetherston- ethereal dress in Rose

RedJames Coviello - Royal Midnight feather-trimmed felt riding hat

Tia Cibiani for Ports 1961 - sweeping tweed coat

Tracy Reese - long reefer coat in Loganberry plaidW

Y&Kei - Mineral Red cocoon-shaped cape coat

Yigal Azrouel - patent leather paillette-embellished cocktail dress

Douglas Hannant - satin spiral dress in Imperial purplealeed

Khairzada for Cynthia Steffe - red jacket with flute skirt

Fashiontribes.com

Political Race of 2008

The 2008 Presidential Election is a heated fight between Senator Barack Obama (Dem.) and Senator John McCain (GOP) and is quite possibly one of the biggest elections ever. While the candidates agree on issues such as abortion, relations with Cuba, and the war in Afghanistan, some of the most major issues surrounding the elections are those that they disagree on. These issues include the economy, health care, and Iraq.

Concerning the economy, Senator Obama proposed existing businesses should receive a $3,000 refundable tax credit for each additional full-time employee hired during 2009 and 2010. He proposed raising the small-business investment expensing limit to $250,000 through the end of 2009 and eliminating all capital gains taxes on investments made in small business. Obama would create a $25 billion "Jobs and Growth Fund" to invest in infrastructure, such as roads and bridges, and to save jobs. He called for new legislation that would give families the option of withdrawing as much as 15 percent of their retirement savings --- up to a maximum of $10,000 --- without facing a tax penalty this year or next. Also called for a temporary lifting of taxes on unemployment insurance benefits as a way of giving more relief to families.

Senator McCain Advocates reform of the financial sector. "The McCain-Palin administration will replace the outdated and ineffective patchwork quilt of regulatory oversight in Washington and bring transparency and accountability to Wall Street," he said in a statement. Supported increasing the federal insurance for money deposited in personal bank accounts to $250,000. During the first presidential debate in September, he advocated a spending freeze to help solve the financial crisis. "How about a spending freeze on everything but defense, veteran affairs and entitlement programs?" he said. "I think we ought to seriously consider, with the exceptions the caring of veterans, national defense and several other vital issues." Advocates creating a top-level commission to study streamlining and strengthening federal agencies charted with protecting the economy. Called for the creation of a Mortgage and Financial Institutions Trust (MFI) to help companies avoid bankruptcy while protecting their customers. The money would also help consumers restructure loans so they can keep their homes.

In terms of health care, Obama would create a national health insurance program for individuals who do not have employer-provided health care and who do not qualify for other existing federal programs. Does not mandate individual coverage for all Americans, but requires coverage for all children. Allows individuals below age 25 to be covered through their parents' plans. Allows individuals to choose between the new public insurance program and private insurance plans that meet certain coverage standards. The Obama campaign Web site says the coverage would have benefits similar to those offered to Congress through the Federal Employees Benefits Program. Plan would expand eligibility for Medicaid and State's Children's Health Insurance Program.

McCain opposes federally mandated universal coverage. He believes competition will improve the quality of health insurance. Supports health care tax dividends for low-income Americans, medical malpractice reform, improving electronic record-keeping, expanding health savings accounts, and encouraging small businesses to band together to negotiate lower rates with health care providers. McCain campaign Web site states, "Families should be able to purchase health insurance nationwide, across state lines, and their policy should follow them from job to job."

In the case of the Iraq war, Obama opposed use of military force in Iraq. In October 2002, when he was an Illinois state senator, Obama said, "I know that invasion of Iraq without a clear rationale and without strong international support will only fan the flames of the Middle East and encourage the worst rather than best impulses in the Arab world and strengthen the recruitment arm of al Qaeda. I am not opposed to all wars; I am opposed to dumb wars." Voted for war spending bill that would have withdrawn most U.S. troops by March 2008. Had once called for troop withdrawal to begin by the end of 2006.

McCain voted in 2002 for use of military force in Iraq. Supported Bush veto of war spending bill that would have withdrawn most U.S. troops by March 2008. Was one of the earliest proponents of sending additional American troops to Iraq. Does not believe in setting a withdrawal timetable. During a July interview, McCain said, "anything is a good timetable that is dictated by conditions on the ground. Anything is good. But the timetable is dictated not by an artificial date but by the conditions on the ground."

http://www.cnn.com/ELECTION/2008/issues/

Colors for Fall 2008

Colors for Fall 2008



When you think fall you think of calm, quiet colors, but according to Fashiontribes.com, this season is seeing a shift toward cool hues with bright, exciting undertones, notes Leatrice Eisemand, who is the executive director of Pantone Color Institute. Conventional colors such as autumnhues, warm chocolate browns and steeel grays are also among the fall color choices. Blue and purple tones have become stapes. Blue Iris is one of the top colors chosen by designers this season, and Pantone’s Color of the Year of 2008



















Top Ten Fall Fashion Colors for 2008 Include



Blue Iris – which can be described as a balanced blue with undertones of purple

Royal Lilac – red undertones give this hue heat and drama

Shady Glade – true green, unlike the yellowish greens of the previous seasons

Caribbean Sea – Which is and extremely popular choice in jewelry and accessories

Aurora Red – true, energetic red

Shitake – understated yet complex

Withered Rose – pinkish with brown undertones- the palette’s universal neutral

Twilight Blue – its twist on classic navy bridges spring into fall

Burnt Orange – a steady background that’s gaining prominence

Ochre- mellow yellow with a hind of mustard, lightness and spice

2008 U.S. Economic Data

U.S. Retail Sales: Clothing Stores: NAICS 4481, Millions of Dollars*
2008 01 13876*


2008 02 13836*
2008 03 13767*
2008 04 13912*
2008 05 13984*
2008 06 13942*
2008 07 13960*

U.S. Retail Sales: Women’s Clothing stores, Millions of Dollars*


2008 01 3295*


2008 02 3359*


2008 03 3339*


2008 04 3404*


2008 05 3369*


2008 06 3351*


2008 07 3313*



U.S. Average price of Houses sold including Land price
2008 01 284600.
2008 02 301200•
2008 03 287600.
2008 04 314300•
2008 05 300700.
2008 06 296500.
2008 07 294600



U.S. Unemployment Rate Percentage


2008 01 4•9%


2008 02 4•8


2008 03 5.1


2008 04 5.0


2008 05 5•5


2008 06 5•5


2008 07 5•7


2008 08 6.1


2008 09 6•1

U.S. Unleaded Regular Gasoline Average Prices


2008 01 3.04


2008 02 3.03


2008 03 3.25


2008 04 3.44


2008 05 3.76


2008 06 4.06


2008 07 4.09


2008 08 3.78

Interest Rates in 2008


2008 01 6•98


2008 02 6.00


2008 03 5•66


2008 04 5.24


2008 05 5.00


2008 06 5•00


2008 07 5•00


2008 08 5.00


2008 09 5•00

Personal Saving Rates in 2008


2008 01 0•1


2008 02 0.3


2008 03 0.2


2008 04 0.2


2008 05 5•0


2008 06 2•8


2008 07 1•9


2008 08 1.0



Total Population: All Ages including Armed Forces Overseas *thousands


2008 01 303570.


2008 02 303770.


2008 03 303961•


2008 04 304175.


2008 05 304400.


2008 06 304643•


2008 07 304906•


2008 08 305171•


2008 09 305450•



CPI 2008


2008 01 212.516


2008 02 212.571


2008 03 213.301


2008 04 213.743


2008 05 215.132


2008 06 217.403


2008 07 219•181


2008 08 218•880



NASDAQ closing prices for each month in 2008


2008 01 2389.86


2008 02 2271.48


2008 03 2279.10


2008 04 2412•80


2008 05 2522.66


2008 06 2292.98


2008 07 2325.55


2008 08 2367•52


2008 09 2091.88


2008 10 1649•51





Synthesis


Unemployment rates are fairly high and are increasing, gas prices are higher than ever but declining now into the winter months. The economy isn't very good so people aren't going to be willing to spend a lot of money on a handbag or other such "frivolous" items.

Trends for 2008

Trends for fall 2008 is all about architectural shapes, floral prints, and bold statement jewelry. I stumbled across a fabulous piece about A-Z trends for the Fall in Elle magazine and found it to be rather beneficial, and all around fun to look at.

Must Have's For Fall 2008

Ten Fall Trends That You Will Love to Wear

1. Romantic-


Show off your feminine side with soft florals, ruffles and velvets. The romantic look works best when in small moderation, for example a ruffled blouse paired with a menswear suit or a soft floral dress grounded with a leather belt and pumps.

2. Military Coats -

Pop on a multi – buttoned military jacket or coat this season to add structure and natty tailoring. Military jackets are usually fitted, so pair with it the wide leg pant for a fitted-over-loose silhouette.

3. Belts-

Designers reworked classic fall layers with a waist – defining belt, especially a skinny belt, this season. A thin belt can be a perfect way to grown all of those ruffled and bowed looks for this fall; Although skinny belts are hot, not every women can carry them off.

4. Blues-

In hues ranging from slate blue all the way to electric blue- is hands down the color of the season. Choose a hue that complements you coloring, if wearing the blue close to the face. Mixes great with grays, purples, and even black.

5. Big Bags-

Against the backdrop of soft, romantic clothing, the best new handbags add structure and texture to the mix without losing their femininity. Watch for gathers, ruffles and ruching on bags, as well as a belt details. Be careful when pairing with a garment, the simpler the clothing, the more adventurous the bag. Gray is popular color.

6. Hats-

When was the last time you wore a hat, just for fun, or to protect from the elements? This season hats are finishing accessory for everything. Try a shaped wool hat in face-flattering shapes like the fedora and wide-brimmed looks.

7. Plaid-

Designers of the season fell head over heels in love with all types of plaid and other bold menswear prints. Bold plaids and checks work great fro wraps, cots, jackets and scarves when paired with solid, dark color bottom. You won't need to use accessories a big plaid-the print takes center stage in this case.

8. Vests-

The menswear vest – whether worn open over a floral print, or buttoned up, it is a great layered look that anyone can wear. Monochromatic vests and shirts are chic and slimming; hip-length vests or shorter can be worn unbuttoned over everything from floaty prints to sweaters. Try a skinny belt for a different look.

9. Statement Necklace-

This is the ideal accessory for those tunic-length tops, sweaters and even jackets. Go long and bold over chunky knits, scale the pendant down to wear in open necklines. Look for bold plastic shapes, to metal pieces and even the classic pearls.

10. Bows-

From sweet little bowed blouses to huge novelty bows, this girly look is one you will want to try for fall. The over sized bow works great on evening wear and dress, but a soft simple bow blouses are on of fall's biggest trends. Try wearing them under vests, cardigans or jackets

Psychographic

In 1984 there was an increased amount of conspicuous consumption, which is defined as, lavish spending on goods and services acquired mainly for the purpose of displaying income or wealth, mostly in part due to new found prosperity. Trends such as the business women, and the trophy wife arose during 1984, and power dressing came into play, and was all the rage. The Trophy wife meant dressing the part and of course living like the rich, even if you only dressed the part. Obsession with this trend arose with help from the media since that was starting to play an even larger role in the everyday life of the average American. Television soap opera Dallas and Dynasty had much to do with lavish lifestyle people were trying to acquire as well. Also as women found a more permanent place in the office, their wardrobes needed to be expanded and altered. Dressing the part for work was essential in business success, which is where power dressing really hit it's mark.

Demographics 1984

Economic and Demographic Indicators. United States 1984

1984 - United States By 1980, the U.S. population had exceeded 226 million, which was an increase of 11.5 percent from the previous decade. The median age in the country had in-creased almost 2 years to 30.0 (28.8 for men and 31.2 for women), countering the decline that had first begun in 1960. The percentage of the population younger than 15 years old also had declined further, to 22.6. Population and it's detrimental dynamics in the country had continued to shift: the percentage of Americans who were white had fallen further, to 83.1, and the male-to-female ratio had started to level off at 94.5 men for every 100 women. The size of the average U.S. family had declined notably, to 2.6 people, which was also a detrimental decline from previous decades. More than a quarter of households or (27.2 percent) consisted of only one person, 30.0 percent of two people, and 4.5 percent of six or more people. In statistical terms, the aver-age household contained 0.7 children younger than 18; 0.3 people aged 65 or older; and 1.4 wage earners, whose ages typically fall between those of the other two groups. The average age of the person who owned or rented their home—the individual formally referred to as household head—was 46.7. In 43 percent of households in the survey, this individual had attended college; in 43 percent, he or she had attended high school; while in 13 percent, this individual had only attended elementary school. Reference persons held the following types of jobs: 21.3 percent were managers or professionals, 17.7 percent .

Expenditure shares

United States
Food: 15.0%
Clothing 6.0%
Housing 30.4
Other 48.6%


New York City
Food 16.4%
Clothing 7.5%
Housing 31.1%
Other 45.0%

Boston
Food 12.5%
Clothing 5.3%
Housing 35.4%
Other 46.8%

SOURCE: U.S. Bureau of Labor Statistics, Consumer Expenditure Survey

Income

The average income for a four person house hold was $31,097 in 1984 which was a 6.6% jump from the previous year. Distribution of Household income organized by race is as follows for the year 1984, whites had a median income of $43,100; blacks had a median income of $25, 642 and Hispanic had a median income of $30,221. More jobs were becoming available in areas such as technology and media which is why the income shows and overall increase from the previous year. Technology brought with it higher paying jobs.

Poverty

Although there were new and more abundant jobs available, poverty was abundant as well as the homeless community. 14.4% of the population found it's self under poverty level, which was a decrease of 1% (15.5%) from the previous years. The homeless community was summed up by a total of 216,000 individuals, while homeless families made up 21% of this statistic. The number of homeless people in in 1980 was approximately 125,000 which then jumped to 216,000 in 1984, then doubled to 402,000 in 1987.

1984 U.S. Economic Data

U.S. Unemployment Rate Percentages
1984 01 8.0%
1984 02 7.8
1984 03 7.8
1984 04 7.7
1984 05 7.4
1984 06 7.2
1984 07 7•5
1984 08 7.5
1984 09 7•3
1984 10 7•4
1984 11 7.2
1984 12 7•3

NASDAQ closing prices for each month in 1984
1984 01 268.43
1984 02 252•57
1984 03 250.78
1984 04 247.44
1984 05 232.82
1984 06 239.65
1984 07 229•70
1984 08 254.64
1984 09 249•94
1984 10 247.00
1984 11 242.40
1984 12 247.10

CPI
1984 01 102•5
1984 02 102•8
1984 03 103.2
1984 04 103•7
1984 05 104.1
1984 06 104•5
1984 07 105•0
1984 08 105•4
1984 09 105.8
1984 10 106.2
1984 11 106•4
1984 12 106•8
Consumer Price Index: –noun
an index of the changes in the cost of goods and services to a typical consumer, based on the costs of the same goods and services at a base period. Abbreviation: CPI

Total Population: All Ages including Armed Forces Overseas *thousands
1984 01 235385*
1984 02 235527*
1984 03 235675*
1984 04 235839*
1984 05 235993*
1984 06 236160*
1984 07 236348*
1984 08 236549*
1984 09 236760*
1984 10 236976*
1984 11 237159*
1984 12 237316*
* = thousands

Average Price of Houses Sold, including land prices
1984 01 $76,200
1984 02 79200
1984 03 78400
1984 04 79600
1984 05 81400
1984 06 80500
1984 07 80700
1984 08 82000
1984 09 81300
1984 10 80100
1984 11 82500
1984 12 78300

Personal Saving Rate Percentages
1984 01 9•8 %
198403 10•6
1984 04 10•8
1984 05 10•5
1984 06 10.6
1984 07 11•4
1984 08 11•3
1984 09 11.2
1984 10 11•4
1984 11 10•6
1984 12 11•0

U.S. Retail Sales, Total, *Millions of Dollars

1984 01 105065*
1984 02 104941*
1984 03 104203*
1984 04 106137*
1984 05 106830*
1984 06 108358*
1984 07 106655*
1984 08 106064*
1984 09 107569*
1984 10 108090*
1984 11 110153*
1984 12 109688*

Gasoline Prices , U.S. City Average Retail Price ( Tenth Cents per Gallon*)
1984 01 120•0
1984 02 119.3
1984 03 119.4
1984 04 121.1
1984 05 122•1
1984 06 121.4
1984 07 119.7
1984 08 118.4
1984 09 118.9
1984 10 119•5
1984 11 119.3
1984 12 117.9
* i.e. 117.9 = $1.179

Interest Rates in 1984
1984 01 11.00
1984 02 11.00
1984 03 11.21
1984 04 11•93
1984 05 12•39
1984 06 12•60
1984 07 13.00
1984 08 13•00
1984 09 12•97
1984 10 12•58
1984 11 11•77
1984 12 11•06

Price Points
Cost of a new home:
$97,600.00
Median Household Income:
$22,415.00
Cost of a first-class stamp:
$0.20
Cost of a gallon of regular gas:
$1.21
Cost of a dozen eggs:
$1.01
Cost of a gallon of Milk:
$2.26

Synthesis
The economy was recovering and on the rise again in 1984. Although it wasn't at its best, people started spending more because they felt it was getting better, this is similar to the "wealth effect" discussed by Dr. Hector Saez in lecture on 9/29/08. Unemployment rates went down from 8.0% to 7.3% over the year of 1984 and were down to 6.6 by the end of 1986. So in 1984 they were probably forcasting retail sales to go up and consumer spending to rise as well, since more people were working. This means that designers could be a little bit riskier and still be successful, because consumers felt safer finacially. However, as the statistics for the NASDAQ show, the stock markets were slightly declining still, so consumers weren't experiencing a true "wealth effect" which is when they feel richer because the stock market is going up, even though they don't actually have more money.

Interest rates in 1984 were almost double of what they are in 2008 and Personal Saving rates were more than double in 1984 than what they are in 2008.

References
http://www.economagic.com/em-cgi/data.exe/feddal/ru

“consumer price index." Dictionary.com Unabridged (v 1.1). Random House, Inc. 13 Oct. 2008. .