
YMA-FSF Finding the Void .docx format | |
File Size: | 193 kb |
File Type: | docx |
Young Menswear Association Fashion Scholarship Fund Fall 2010 Submission
-Winning Submission-
"Finding the Void in Fashion"
Nicolette Primevère: Celebrating Real Women
Mission Statement: Nicolette Primevère will fill the hole in the market that is geared towards assisting the growing market of young, plus sized women, ages 18 to 25, who crave fashion forward trends that are largely not available to plus sized women. Our goal is to have our clients embody power and beauty in our apparel.
Vision Statement: In the next five years, Nicolette Primevère will be the number one brand that serves real women who have curves and wish to celebrate them with up to date fashion trends, to inspire them to succeed, and get a new lease on life.
At Nicolette Primevère, we understand that today’s modern woman is not the one walking down New York’s fashion runways. She’s the one who watches those stick thin models and wishes that those clothes came in her size. She’s the one who struggles to find clothing in which she feels confident and free. She’s the one who doesn’t understand why nothing ever seems to work out in the department store. According to a SizeUSA national survey, the average American woman is a size 14, which in our society is considered “Plus Size”1. In 2006, the International Journal of Obesity stated “[being] perceived overweight and the drive for weight control have often been characterized as irrational and hazardous, especially for young women, who are viewed as pursuing absurdly thin ideal weights and risking their physical and mental health”2. At Nicolette Primevère we want to discourage this dangerous train of thought and instead offer these normal women the chance to wear something that is fashion forward, similar to what they see on the runway, and find it in a store near where they live and one that they recognize; Target Inc.
Target currently has a plus sized options, but has ignored the fashion forward trends that plus sized women would like to wear. Target, instead, focuses on incorporating outside designers in their juniors section seasonally. The market for plus sized young women is growing every year in America, and their needs are not being met. The market has not yet started catering to this large customer base. Having the brand sold at Target puts Nicolette Primevère right under the nose of our target market, and it will be in the same price points as some of the “designer” brands at Target. The brand will be updated seasonally, in sizes fourteen to twenty-eight, and will have the latest silhouettes and trends available. For this Fall 2012 collection the trends will include, Aviation Themes, Lace, Military Themes, Classic City Girl, Chic Office apparel, and 1980’s inspired Cutout clothing.
1 Zernike, K. (March 1, 2004).
2 Haase, Steptoe, & Wardle, p. 645
One of Nicolette Primevère’s competitive advantages is that fashion forward clothing marketed toward plus sized young women are not found in brick and mortar stores. There are some competitors online, and though the online market is growing, many women prefer to try on their clothing before purchasing. If the line is sold in Target stores, then there will also be availability online through their store, to capture online shoppers. One of our weaknesses is that many women have psychological barriers, and do not wish to be considered plus sized, making them wear clothing that is too small for them. Nicolette Primevère hopes to diminish this fear, by giving the women something that they are proud to wear, even it if is a size 16. Our price points will also be appealing to our customers. Our Lace inset top will only be $29.99. Women will love this top because it can be paired with their favorite jeans, or skirt and can be dressed up or down. In this economy, versatility is key when dressing the modern plus size young women. They do not want to buy items that will only be in style for a few months, they want something that can be paired with many different things that they already have in their closet. Our Military double-breasted coat is only $89.99 but is guaranteed to be worn for many years to come. The 1980’s inspired cutout little-black-party-dress is definitely still going to be in style through 2013. Another trend that will be represented in the line is a chic office look that will include a silk blouse, pencil skirt, and cropped jacket. This entire ensemble will cost $29.99 for the top, $39.99 for the skirt, and $39.99 for the jacket. Each of these items can be mixed and matched with other items in the Target store, and also pieces they have in their own closet. Our faux fur/faux leather Aviator jacket will only be $69.99. The 1950’s evening party dress, will flatter curvy silhouettes, and will be a classic that will last for years, for only $49.99. These price points will be achievable because of the mass quantity that will be ordered from the suppliers, and will be similar to price points that Target already has in their store for the designer lines in the junior section.
Nicolette Primevère has the staying power of many of the most common brands in Target stores, and the affordability is sure to bring more customers back every season. This young plus sized market needs this brand to be available to them because they have been ignored. Because this market is so starved for a fashion forward plus sized brand, Nicolette Primevère will be an immediate success.
Bibliography
Haase, A. M., Steptoe, A., Wardle, J. (April, 2006). Body image and weight control in young adults: international comparisons in university students from 22 countries. International Journal of Obesity, Vol. 30 Issue 4, p644-651.
Zernike, K. (March 1, 2004). Signs of Expansion From Head to Toe. New York Times
Mission Statement: Nicolette Primevère will fill the hole in the market that is geared towards assisting the growing market of young, plus sized women, ages 18 to 25, who crave fashion forward trends that are largely not available to plus sized women. Our goal is to have our clients embody power and beauty in our apparel.
Vision Statement: In the next five years, Nicolette Primevère will be the number one brand that serves real women who have curves and wish to celebrate them with up to date fashion trends, to inspire them to succeed, and get a new lease on life.
At Nicolette Primevère, we understand that today’s modern woman is not the one walking down New York’s fashion runways. She’s the one who watches those stick thin models and wishes that those clothes came in her size. She’s the one who struggles to find clothing in which she feels confident and free. She’s the one who doesn’t understand why nothing ever seems to work out in the department store. According to a SizeUSA national survey, the average American woman is a size 14, which in our society is considered “Plus Size”1. In 2006, the International Journal of Obesity stated “[being] perceived overweight and the drive for weight control have often been characterized as irrational and hazardous, especially for young women, who are viewed as pursuing absurdly thin ideal weights and risking their physical and mental health”2. At Nicolette Primevère we want to discourage this dangerous train of thought and instead offer these normal women the chance to wear something that is fashion forward, similar to what they see on the runway, and find it in a store near where they live and one that they recognize; Target Inc.
Target currently has a plus sized options, but has ignored the fashion forward trends that plus sized women would like to wear. Target, instead, focuses on incorporating outside designers in their juniors section seasonally. The market for plus sized young women is growing every year in America, and their needs are not being met. The market has not yet started catering to this large customer base. Having the brand sold at Target puts Nicolette Primevère right under the nose of our target market, and it will be in the same price points as some of the “designer” brands at Target. The brand will be updated seasonally, in sizes fourteen to twenty-eight, and will have the latest silhouettes and trends available. For this Fall 2012 collection the trends will include, Aviation Themes, Lace, Military Themes, Classic City Girl, Chic Office apparel, and 1980’s inspired Cutout clothing.
1 Zernike, K. (March 1, 2004).
2 Haase, Steptoe, & Wardle, p. 645
One of Nicolette Primevère’s competitive advantages is that fashion forward clothing marketed toward plus sized young women are not found in brick and mortar stores. There are some competitors online, and though the online market is growing, many women prefer to try on their clothing before purchasing. If the line is sold in Target stores, then there will also be availability online through their store, to capture online shoppers. One of our weaknesses is that many women have psychological barriers, and do not wish to be considered plus sized, making them wear clothing that is too small for them. Nicolette Primevère hopes to diminish this fear, by giving the women something that they are proud to wear, even it if is a size 16. Our price points will also be appealing to our customers. Our Lace inset top will only be $29.99. Women will love this top because it can be paired with their favorite jeans, or skirt and can be dressed up or down. In this economy, versatility is key when dressing the modern plus size young women. They do not want to buy items that will only be in style for a few months, they want something that can be paired with many different things that they already have in their closet. Our Military double-breasted coat is only $89.99 but is guaranteed to be worn for many years to come. The 1980’s inspired cutout little-black-party-dress is definitely still going to be in style through 2013. Another trend that will be represented in the line is a chic office look that will include a silk blouse, pencil skirt, and cropped jacket. This entire ensemble will cost $29.99 for the top, $39.99 for the skirt, and $39.99 for the jacket. Each of these items can be mixed and matched with other items in the Target store, and also pieces they have in their own closet. Our faux fur/faux leather Aviator jacket will only be $69.99. The 1950’s evening party dress, will flatter curvy silhouettes, and will be a classic that will last for years, for only $49.99. These price points will be achievable because of the mass quantity that will be ordered from the suppliers, and will be similar to price points that Target already has in their store for the designer lines in the junior section.
Nicolette Primevère has the staying power of many of the most common brands in Target stores, and the affordability is sure to bring more customers back every season. This young plus sized market needs this brand to be available to them because they have been ignored. Because this market is so starved for a fashion forward plus sized brand, Nicolette Primevère will be an immediate success.
Bibliography
Haase, A. M., Steptoe, A., Wardle, J. (April, 2006). Body image and weight control in young adults: international comparisons in university students from 22 countries. International Journal of Obesity, Vol. 30 Issue 4, p644-651.
Zernike, K. (March 1, 2004). Signs of Expansion From Head to Toe. New York Times

YMA-FSF Tommy Hilfiger .docx Format | |
File Size: | 310 kb |
File Type: | docx |
Young Menswear Association Fashion Scholarship Fund Fall 2009 Submission
-Winning Submission-
"Updating America's Brand; Tommy Hilfiger"
Design students were asked to reinvent 5 key garments; the Polo shirt, Rugby shirt, Woven button-down shirt, khaki pants, & 5-pocket jeans. We were then asked to come up with another key item that Tommy needs to incorporate in their line.
Part 1:When we think of American sportswear many different brands come to mind - Tommy Hilfiger, J Crew, Gap, Ralph Lauren and Calvin Klein, just to name a few. The main focus of my research included Tommy Hilfiger brand as shown in Macy’s, the J Crew and Gap. The first thing that anyone would notice about these three particular competitors is the difference in shopping experience. The strengths, weaknesses and competitive advantages of these brands are compared in the attached chart (page 3). My first excursion was to the J Crew store in The Shops at Friendly in Greensboro, North Carolina. J Crew is known for quality and consistency in their apparel. Mannequins displayed in the windows wore the latest trends that were shipped in, and the large wall had a picture of a girl wearing the clothes who looked to be in her mid twenties. The button down woven shirt is one of their signature pieces; they pair it with khaki’s or their latest jeans (see attached chart). I noted that J Crew no longer carries a women’s polo in their line. All of the tables were neatly folded with various shirts, jeans, and accessories. My second visit was to Gap, located in the adjacent Friendly Center. Gap had a storefront similar to J Crew. Inside the store, the mannequins wore the classic basics: the basic tee, five pocket jean, and khakis. A large wall held mostly jeans in different styles, as listed in the attached chart. Small promotional signs explained the fit of each pair. I noticed that Gap had also updated their iconic items like J Crew; there was not a women’s polo in the store. In its place there were basic Henley’s and detailed embellished t-shirts. My last stop was the Macy’s department store to view the Tommy Hilfiger line. Department stores have a completely different shopping experience than individual brand stores. Department stores traditionally have departments for every target market; kids, juniors, adults, and professionals, offering a very different shopping experience than brand stores such as Gap and J Crew. The Tommy department lacked the distinctive visual elements to direct the consumer to their product. The Polo, Rugby and Agata Cuff Shirts were hung on racks which did not allow for ease of selection or visual appeal. The five pocket jeans were folded on a table, and the wide legged Khaki’s were hung adjacent to the Tommy shirts, but were very limited in SKU’s. In the past few years there have been drastic changes in what the “Preppy” style is. Today’s female shoppers are looking for fashion forward clothing that has feminine details. The classic polo and rugby shirts need to be updated to meet today’s consumer demands. Fashion forward preppy style entails purchasing high quality pieces that have small details that make the garments special or unique. For many companies, a new iconic piece, the button down Henley, has replaced the polo shirt. This item is casual yet classic, and is often embellished with details along the front (see chart). In reinventing the Tommy Hilfiger brand the iconic items could be updated to be more fashion forward. Tommy could update American sportswear by integrating small embellishments on basic items giving them a more fashion forward look. The basic woven button down could be accented by small ruffles overlaying the neckline. The khaki pant could be made into a high rise sailor pant and paired with a micro rugby knit top. Tommy could continue to offer the Polo shirt but add an updated Henley shirt in line with their Gap and J Crew competitors. The Tommy Hilfiger brand can keep its American sportswear roots and still be fashion forward and stay competitive within the market.
- Works Cited
- GapInc.com. Gap Inc., 2009. Web. 27 Oct. 2009. <http://www.gapinc.com/public/OurBrands/ brands_gap.shtml>.
- JCREW.com. J. Crew, 2009. Web. 21 Oct. 2009. <http://www.jcrew.com/help/about_jcrew.jsp>.
- Tommy.com. Tommy Hilfiger, 2009. Web. 26 Oct. 2009. <http://companyinfo.tommy.com/#/ brands_products>.