HW Assignment 4
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FreyjasPelts2.docxFREYJA'S PELTS
FREYJA’S PELTS
Freyja’s Pelts
Justin Pierce
Berkeley College
FAS 2222: Product Development
Professor Fairbrother
Freyja’s Pelts
Freyja’s pelts is a line of stores dedicated to supplying women with ski and outerwear for winter climates that provide an ample amount of function and fashion. Our name comes from the Norse goddess of love, war, and fertility Freyja, who was said by the Norse people to be a blooming tulip among their tundras. We envision our customers emulating this same sense of persistent beauty and strength no matter the environment, just as the tulip. The second part of our name lends itself to the type of garments we offer; whereas pelts historically were used to keep people warm, we sell clothes catered to colder climates and winter-themed activities like the slopes. Some examples of the types of garments we offer include puffer jackets, ski jackets and sets, and winter outerwear. We are located in the city of Denver, Colorado. Denver has a population of roughly 716,492 people (with a gender ratio of 50 to 50), the median age of 34, and a median household income of 68, 377$. The climate of colorado in the spring ranges from highs in the 60s℃ to lows in the 30s℃. Our targeted customer is the average stylish 24- 40 yr old woman residing within the city who wants to be fashionable yet ready to tackle the chilly city.
Classification and Styles
For my classification, I have chosen Trench coats. While naturally resurfacing as a stylish item around the fall, this type of garment is a staple piece worn throughout most of the year in chilly places like Denver. My first product style will be a leather double-breasted long length trench coat. This sleek classic design will appeal to those who fancy a more traditional minimalist garment. (Balmain)
(Saint Laurent). My second Product style is suede single-breasted medium length trench. This design hopes to appeal to the younger part of our customer base with its length and use of a funky textile.
And as for my third product style, I have chosen to go with more fun and out of the box garment in going with a plush mini to mid-length double-breasted length trench. This garment aims to please the after-hours crowd with its use of a fun textile and exiting color waves .
Trends
Coming out of a global shutdown, the spring of 2022 offers up a lot of new possibilities and opportunities in all aspects of the global social system, and this is reflected within the fashion world as well. For my Trends, I have chosen to pair each none of my three product styles with a correlating design aesthetic and color shift that is projected to be trending in the Spring of 2022, as said by Fashionsnoops.com. With my leather trench, I hope to capture the design aesthetic of “Essential” (which is all about “necessity” and the bare-bones) in covid I feel we all have much time to realize the importance and value of the essential and the color shift of “embrace” that “As we emerge from a touch crisis, intimate and supple hues — which range from ultralight to supersaturated — reassure our innate yearning and bring us closer to one another and our inner contentment.”. The Suede trench will embody the design aesthetic of “Nourish,” which is described as “a warm embrace for the soul, Nourish embodies every aspect of its namesake. To nourish is to feed, to heal, to escape, and to connect” hopefully spring 2022 will provide the season for connecting and escaping that the world is due after the pandemic. The color shift I’ve chosen to pair with the garment is “Cleanse,” which is explained as “a renewed moment of purity after a long time of sordid chaos. Delicate, washed-out hues tread the line between bright pastels and gently-tinted neutrals. These colors inspire us to pause, reflect, and slowly but confidently emerge from the darkness — all the while being nourished and revived.” Lastly, for my plush party trench, I am going with the design aesthetic of “ Liberate,” described as “Wholeheartedly celebrating fluidity and diversity becomes an act of defiance against oppressive standards as we empower ourselves to demand greater change.” with an emphasis on how “ Our new normalcy rejects the sentiment that what is concrete cannot be adapted, and what is unexpected cannot be influential.” The respective color shift is the playful and exciting “Digital Ego” that “takes us on a virtual trip into the metaverse, a haptic, psychedelic escape. Anything but subtle, these charged hues dive into the void of the unknown and are meant to spark wonder and curiosity in a world of sameness.” I hope to reinforce the ideals of the color shift with the use of a non-conventional material.
Adaptations
One way I plan to adapt my first product style of a leather double-breasted long length trench coat is to offer it in the two shades, one being Plum and the other being Fond both are colors that invoke the color shift of embrace which is all about warmth and harmony according to Fashionsnoops. Another way I plan to alter the garment is to really try to stick to the bare bones of the garment and make it with really clean clines and a sort've simple look and not add any flashy bells or whistles to the pattern like too many extra pockets or intricate engravings as well as i plan to shy away from the use of shiny metals like in the buttons of waist tie focusing on the best execution of a simple silhouette rather than adding a bunch on top. I am attempting this in order to achieve the “less but better” sentiment of the essential design aesthetic which is predicted to come into hype. The way I plan to change my second style of the suede single-breasted medium length trench is to offer it in the fun and almost otherworldly shades of Reflect and Energy by offering those particular I hope to appeal to a younger demographic as stand out colors and prints sell best to that demographic.
I plan to offer the garment in Wool Felt and Lame textiles to adhere to both the Hyper Calm ( all about finding serenity and peace and a sense of ease) and Touch (representative of the body and its curvatures ) both are pillars of the design aesthetic “Nourish” as reported by Fashion Snoops. My Final product style of a plush mini to mid-length double-breasted length trench will come in the two shades of UV and Carbon.
Both shades belong to the predicted color shift of Digital Ego which is all about sparking curiosity through bright tones. I plan to produce this slye in two textiles one being a luminous optical
fiber and the other being a faux fur. I'm choosing these two textiles in order to encompass the Hacked Utopia (all about the current digital age and how you express yourself within it) and New Normal (breaking conventional norms ) both being ideals of the “Liberate” aesthetic.
Competition
On the lower price ends (excluding extremely low quality and low priced fast fashion outliers such as wish) I found that brands such as New York & Company and Banana Republic offer Trench coats sticking around the range of 60 to 160 $.
Brands such as Coach and theory are in the medium price range of 200 to 450$.
Lastly high end brands and department stores such as Nordtsrom, Neimans and Ted Baker offer coats that have hefty price tags that can range from 500 to upwards of 1,000 depending on the brand.
References
Women trench coat style guide - how and when to wear them. (2020, October 28). Retrieved February 9, 2021, from https://www.sumissura.com/en-us/blog/women-trench-coat-style-guide
Color shifts - Spring/Summer 22.
Retrieved February 9, 2021, from
Women Forecast SS22 -SS 22 Trend Roadmap
Retrieved February 9, 2021, from
Denver, CO. Data USA. https://datausa.io/profile/geo/denver-co/#category_race-and-ethnicity.
Google shopping. (n.d.). Retrieved February 23, 2021, from https://www.google.com/search?tbm=shop&sxsrf=ALeKk01rtkWkULjO9cswr2j9F_5E2qu09A%3A1614484045650&q=trench%2Bcoats&tbs=vw%3Ag%2Cmr%3A1%2Ccat%3A5598%2Croot_cat%3A531635%2Cprice%3A1%2Cppr_min%3A450%2Cppr_max%3A1000%2Cinit_ar%3ASgVKAwjeK0oMUgoIrpWJAiC2lYkCSgeyBAQIs7kg&sa=X&ved=0ahUKEwiN36Tg1YvvAhUPR6wKHYwuAiwQvSsIpgkoAw&biw=1440&bih=732
