PuraVida 2012 Forecast

Team Member’s:
Dustin Enrique Larsen dustin.larsen@email.wsu.edu
Suganah Moncrease sugsac@yahoo.com
Brooke Gifford bn.gifford@yahoo.com
Team Email: pvida.314.09@gmail.com

End User
Houndʼs tooth Pinstripe Lamé The end user for the particular product is an 18-25 male whose marital status is single but dating. At this point in time he has no family
and his income falls between low to middle income. His income is typically spent on disposable goods, while trying to save money
2012 is going to see the emergence of Menswear
because it is his first time living on his own.
as a prominent force in the world of fashion,
especially in the business world. Due to times of
uncertainty and unemployment still being high, He typically works on average 7.6 hrs during the week (if he is out of school.) His jobs tend to either be internships, entry-level jobs, or
more men will be turning to suits as their main retail jobs. His extracurricular activities outside of school and work tend to me TV, sports, exercising and socializing. He typically either
purchase for apparel. Innovation usually looks to has a college degree or is working towards one.
the past for inspiration, and 2010 saw many His consumer characteristics are that he has a growing sense of individualism. He has varied views of social responsibility – this could be
influences from the 1950ʼs and early 1960ʼs. This anything from purchasing garments made with eco-friendly materials to only drinking faire trade coffee. He makes purchases based on
retro-style look could be seen everywhere from the convenience of products, their availability factors and cost. He makes purchases that can gain him prestige or social status. He also
Mad Men ­to the J. Crew Spring 2010 collection.
has a growing tech savvy, which means he could be drawn towards product innovations and “smart” gear.
Continuing on with this trend in business wear, Based on the above characteristics of the chosen target market, the product proposed would be the perfect one for him and would be the
2012 will see the evolution of suits from the best product to maximize profit for the merchandiser.
1950ʼs early 1960ʼs influence to the late 1960ʼs
early 1970ʼs rocker influence. This rocker chic will
take on the essence of Buddy Holly and Elvis
In times of uncertainty there is nothing more sought after than Unity. It is from this drive to Rebirth is a common desire for everyone after times of hardship. Spring/Summer 2012 will Presley while pushing the envelope in ways of
share common ground with one another that the name for the color palette for Fall/Winter
2012 was derived. Past color trends show that in times of social uncertainty and the
be a time of rebirth for the nation socially, culturally, politically, and most of all
economically. PuraVida has chosen this name for the color palette because based on past
colors, fabrics and patterns.
Innovations/Technology
emergence from a negative social mood, colors tend to be closely related to earth tones trends it is where the nation is going. Typically when a social mood is changing from “Rock the Time Clock” inspiration is based on this
and neutrals with a splash of color (mainly primary) to give a distraction and hope for the uncertain to positive, colors are brighter and lighter to show just how light the spirits of the forecasted trend. It has the same close to the
future. PuraVida has derived the names for this color palette by combining words that gain
their essence from urban city life and nature. This color palette creates a Unity between
nation are. This is why the names for these particular colors are derived from the idea of
Rebirth. The color names are as follows from left to right, starting in the upper left:
body silhouette as the 1950ʼs inspired suit, but
has become even thinner and narrower to show
Smart Fabrics
innovation and conservation. The color names are as follows from left to right starting in more of the natural shape of the body. This
the upper left corner: Pure Birth * Rekindled Fire * New Lovers Glow * New Day * Fresh Green * Turned Leaf narrower silhouette will be due to the increased The newest innovations in smart fabrics are temperature sensitive textiles. These special fabrics help regulate body temperature.
Cleansed Mint * New Abyss * Cleansing Rain * Plumb * New Born Petal * Infant Pink confidence of the consumer. Color will also be These textiles are mainly called phase-change fabrics. The fabrics are treated with what are called paraffins. According to Junor
Frosted Avenue * Sunset Hydrant * Coppered Autumn * Flesh in the Fast Lane Rejuvenated Soil * Fresh Tanned * Coral influenced by consumer confidence as confidence Campbell, Design and Development Manager for Mountain Designs, paraffin “change its character. As you get hot it becomes more
Sunshine Taxi * Leafy Bill * Urban Twilight * Crystal Pond * Concrete Lilac continues to grow. The deep bold red and black liquid with all that heat to pass out. As the body gets cold, it solidifies and keeps heat back on the wearer.” Another way that
Woodland Cappuccino Blushing Ivory * Delicate Peach * New York Cream * Slate * pinstripes express the wearerʼs individuality, while temperature sensitive textiles regulate heat is they are treated with Inherently Conductive Polymers, a pending patent that is
Midnight Tar also maintaining the business world class. The owned by CSIRO in Australia. These ICP allow the fabric to transmit heat and cool the body without any electrical wires. If this
trend for 2010 is having bold ties and dress shirts,
technology could be perfected and specified towards business/formal garments, it would be the perfect textile to use for the
but in 2012 the dress shirts will go back to being
subtle, and it will be the outer suit jacket and
proposed product and would be very appealing to the specified target market and give an advantage over the competition.
pants that will be turning heads.

Continuing the throwback to the 1960ʼ/70ʼs rocker

is the skinny tie and the wing tipped black and
Executive Summary: white saddle shoe. Rather than just plain solid
colors that were the trends for ties before, this
According to current trends, the social mood of the United States is heading toward the positive side, though it is still shrouded in uncertainty. This makes for progress in new tie is innovative in both the fabric used and
the pattern in which it is woven. The tie will be
repairing the ailing economy, but it will do so at a slow pace. The boost in consumer confidence will help fashion take a giant leap forward, revolutionizing in everything from
made out of black and white lamé , giving the tie a
color, to textiles, to patterns to the way garments are displayed and made. Menswear will become a major entity in the fashion industry, and more fashion forward designs will metallic 80ʼs rocker feel to make it more fashion
be made for that demographic based on heavy demand. forward. The pattern of the tie will be houndʼs
tooth, an innovative take off of the traditional
checkerboard pattern
Context: In order to make this look even more marketable
to men entering or already in the work force is to Source: ABC Online. Smart fabrics. Retrieved November 18, 2009, from
Social use smart fabrics in the construction on the http:www.abc.net.au/catapult/indepth/s1435357.htm
garment, primarily smart fabrics that help control
• Antigovernment sentiments arose from a nation feeling they had been mislead by its government officials (funding/supporting two wars in which nothing seemed to be the temperature of the body. This will allow the
accomplished.)
• These feelings led to a negative mood and low confidence where citizens began to fight for the underdog (ex. Gay rights and Health Care Reform) demanding that the government
consumer to only need to buy one suit for the
entire year, rather than a different suit for each Conclusion
season.
right their wrongs and that the “bad guys” pay. Times are uncertain and the social mood of the nation is just that, full of uncertainty. With every storm there is a calm that
• Green Movement grew in momentum as the reality of how scarce our planet’s natural resources truly are and could no longer be ignored. precedes it and a calm that follows after. Based on the social events that are most recently occurring and the events that led up to
• “Hope” is promised with the election of a new president also the promising “Change.” This dampens the negative attitude, and possibly paved the way for a new positive one? them, the clouds of unsettlement are starting to part and a glimmer of a positive attitude is fighting to break forth. Unfortunately
that glimmer is only a sliver and will take more time before it can expand.
Cultural
The social mood of the nation is coming out of a negative one and beginning to develop into a positive one. The social mood is what
shapes the culture of our nation. Right now our nation is in limbo. This leads to an increase in popularity of cultural events that
• Movies and TV shows such as Paranormal Activity and V delve into worlds and universes that are unknown, perhaps a search for something better or an escape from the uncertainty
explore the unknown and that glorify actions and behavior that would otherwise be considered taboo or culturally unacceptable.
• TV Shows such as Desperate Housewives and Dexter glorify immoral behavior and turn horrific events into dark comedies. These genres are popular perhaps as a way for the culture
to prove that no one is perfect and in a way shows punishment of the “bad guys” for doing wrong against them? Economies are very strongly affected by the social and cultural moods of the nation. The economy is an indicator of the affects of
an already developed social mood. The social and cultural mood of the nation was negative proceeding the recession of 2008.
Economic Consumer confidence was down; unemployment was rising with jobs scarce. Layoffs were at an all time high, the highest ever post
WWII, according to Reuters’ University of Michigan’s Survey of Consumers. This coupled with high gas and oil prices fueled the
• According to the RBC CASH (Consumer Attitudes and Spending by Household) a poor 2007 Holiday season led to a decrease in consumer confidence in January. This was the precursor negative mood of the nation and the poor health of the economy.
to a plummet in confidence in February, which made fears of a recession a reality.
Social, cultural, and economical factors are all affected and developed before political factors are. The political stance of a nation
• With the continued decline of consumer confidence and the emergence of a recession, the Dow Jones Industrial Average plummeted with the nations attitude for the rest of 2008
is usually the last thing affected by the social mood, and is the source that citizens use to help correct the problem that they felt
and into 2009.
determined their mood. Right now the political policies that are under debate are ones that will hopefully help move the nation out
• With the election of Obama and the “Cash For Clunkers” campaign, the negative mood was dampened and confidence began to rise once more. This is evidenced by retail having the
of its mood of uncertainty into one of a positive nature.
best October that they had seen in months, giving hope for the end of the recession. The CASH reported that just a month later consumer confidence dipped negatively once again,
but consumers saw the light at the end of the tunnel will continue to fuel their positive attitude and help out the economy in this time of social uncertainty.

Political

• Poor government spending the deregulation of government policies is what led the nation into the unstable times that they are in now.
• The negative moods that developed in the nation brought forth movements to change how things were being run. The first step in this movement was the change in the President
himself.
• The election of Obama brought promise of healing the economy and the reform of healthcare and reinstating regulations that were taken away during the Bush Administration.
• Stimulus packages, “Cash For Clunkers,” and government bailouts were all solutions brought forth by politicians in response to the cry of the negative social mood. These events
influence the now uncertain one.
All surely would welcome a positive mood for the nation. Statistics are showing that consumer confidence is on the rise which means in turn Americans will go back to feeling stable and begin to purchase again. This boost in confidence
and purchases will most likely help the economy recover from the recession. With this will come a more positive America. The culture will most likely reflect this and more positive themes will find their way into mainstream American
Other Perspectives: popular culture. The positive attitude will be reflected in the apparel industry. Bright and bold colors will come back, and more innovative and fashion forward designs will emerge. Science will focus on bettering technology to continue
helping make Americansʼ lives more enjoyable and carefree, and there will be a boost in the human rights movement.
Trends are showing that as consumer confidence goes up, the end of the recession will surely follow. It is believed that following the recession will be and extreme period of
inflation in retail prices, which is typical following a recession due to Americans always over compensating. Due to this fact it is believed that it will be another few years
before the economy is anywhere near stable. Another factor looming on the horizon is another potential war, with Iran, which could possibly delay the rebuilding of the
economy and might even cause the nation to go into another recession.

There are two wild cards that could put a damper on the positive attitude of the American citizens. The first would be a war with Iran. If this were to occur, the fragile economy would collapse once again at the United States would be
back at square one. Two failed wars did not sit well with the American people; a third on the coat tails of a recession would be met with a very negative mood. The other wild card would be the election of 2012. If President Obama did not
live up to his promises and let down the American people, they will not be very forgiving. Antigovernment sentiments will reemerge and the negative styles will enter back into the popular culture. Fashion would take a step backward,
going back to more muted and neural colors, and the designs would become simple/fast fashions once again.