“Take Easy”

1. “Take Easy” Himanshu Patel Bianca Kohandani Kristina Whitley MDSE 1650.302- Fall ‘11 Apparel Line Project

2. Spring 2011- SWOT Analysis • Project Scenario • Upscale Department Store • Knee length with floret and stitched detailed Women’s casual bottom • 80% Cotton/ 20% Rayon • Price Range: $50-$70 • Sold in Spring 2011 • Strengths • The fabric content containing 80% Cotton and 20% Rayon is an appropriate material for the women’s casual bottom • The price range seems reasonable to the marketed consumer, partly due to the classic and accommodating silhouette • Weaknesses • Both the colors of the garment are too bright, and tend to grab more attention than the consumer may want • The extra fabric dangling on the front of the garment is an outdated style, and the piece was misplaced in an upscale department store for the intended consumer that was thought of during design • Opportunities • The fabric of the garment can be changed to linen, to make the garment more structured as whole • We proposed to remove the dangling ribbons and excess fabrics, and opted for a more neutral color palette • Threats • It’s likely that a similar structured linen skirt can be found at similar department stores • Customer may not respond well to the change in purpose of the item, it went from casual to a more business appropriate garment

3. 2012 Line Direction • To change the garment’s overall appearance, and to promote better selling of the piece, we changed the color palette of the initial garment to a more neutral hue in order for the garment line to appeal to a larger target market. • Two other garments were chosen to accent the newly updated fabric and design of the women’s casual bottom. • The overall theme of the line was to change direction from a casual piece of garment, to a more business appropriate garment, which in turn would cater to the appropriate market that shop at upscale department stores. • Our intended target market consists of business-savvy women who are in the market for business professional attire, as well as for the women who are in the market for more of a casual attire, while still keeping it classy, and conservative at the same time. • Our final garment with a new updated fabric, is intended to be a well constructed garment, using state of the art technology, proper stitching and finishes to adhere to a wider target market.

4. Concept Board • High-End Business Casual Wear • Neutral Colors • Flowy, Natural Hairstyles • Basic Classy Pumps

5. Apparel Line