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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
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• 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.