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 5th.
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.
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