4. Customer Profile
Name: Ruby Hart
Age: 22
Gender: Female
Annual Income: $35,000
Education: Bachelors degree in Fashion Design and Business
Location: San Francisco, CA
Marital Status: Single
Occupation: Works at a trendy boutique called, Bee Mine
Family Size: 2 older brothers and parents still married
Leisure Activities: Shopping, going to the beach, playing the piano
Vacation/Travel: Loves to go on trips with her girl friends every
Winter to different places around the country
Favorite Designers: Bebe, Betsey Johnson, and Guess
Favorite Stores: Forever 21, Target, and Nordstrom
Figure
4
5. Psychographics
• Women between the ages of 20 and 25
• Active lifestyles – always on the go
• Loves to craft and bake cookies and cupcakes
• Shops at nature food stores
• Recycles and rides her cruiser bike
• Drives a VW Bug car
• Volunteers for children’s programs
• Do it yourselfer
• Her job is something creative that she enjoys going to
everyday and she could be anything from a coffee
barista to a small boutique owner.
Figure
5
6. Mapping out the trend
Innovators: Fashion icons such as
celebrities and designers
Early Adopters: Outgoing and
confident women, people
working in fashion
Early Majority: Everyday young
and flirty women (College
Students, young working class)
Late Majority: High school
students, people afraid to
experiment with style
Laggards: Children as kids wear
styles start to become available.
7. Quality and Potential
Figure
6
Figure
7
Figure
8
• Major Trend: We believe that this trend can
cross over into different categories and re-
occur for many years to come. Everyone
can put their own twist on pin-up by mixing
this trend with different styles and pieces.
18. What’s Next
We believe that after the
Summer of 2012 season
our trend is going to fade
out during the Winter Possibilities
and then come back with • Children's clothes
a more diverse target • Accessories
market in the spring and
• Interior décor
summer of 2013.
• Shoes
• Makeup
• Hairstyles
19. Limitations to the trend
• People who live in colder climates
• People who aren’t fashion risk takers
• Not for most men
• Not for elderly women
• Not for pets J
Figure
28
21. References
Kate Upton sexy Guess Spring/Summer 2011 ad campaign. (2011).
Retrieved February 18, 2011, from
http://slumz.boxden.com/f218/kate-upton-exy-guess-spring-summer-2011-
ad-campaign-1488864/
(Figures 2, 9, 15, 20, 24, and 25)
Fashion Week: Day seven in photos. (2011). Retrieved March 9, 2011, from
http://blog.nj.com/fashiontoday/2007/09/
fashion_week_day_seven_in_phot.html
(Figure 1)
Diane Kruger. (2011). Retrieved March 8, 2011 from
http://www.glamour.com/fashion/2011/02/diane-kruger-cover-shoot-
photo-gallery#slide=5
(Figure 3)
Cherry Swimsuit. (2011). Retrieved March 8, 2011 from
http://www.stylehive.com/tag/pin-up
(Figure 4)
22. Ashley Olsen pinup. (2011). Retrieved March 9, 2011, from
http://hollywoodismyhood.wordpress.com/2008/11/03/celebrity-pin-
ups/ashley-olsen-pinup/
(Figure 5)
The Vanities Girls - 50's-style pin-up photos list. (2011) Retrieved March 9,
2011, from
http://www.listal.com/list/vanities-girls-50sstyle-pinup
(Figures 6 and 7)
Vogue Paris June/July 2009 - Anja Rubik. (2009). Retrieved March 9, 2011,
from
http://voguearchives.onsugar.com/Vogue-Paris-JuneJuly-2009-Anja-
Rubik-3341323
(Figure 8)
Chiffon cheetah print blouse, high waisted shorts. (n.d.).Retrieved February
20, 2011, from
http://lookbook.nu/look/460361-Slow-cheetah-come-it-s-so-euphoric-
no-matter-what-they-say
(Figure 10)
23. The look for less: The corset. (2011) Retrieved February 21, 2011, from
http://blogs.smarter.com/fashion-beauty/2010/04/14/the-look-for-less-the-corset/
(Figure 11)
Shoes pedia: Espadrilles shoes. (2011). Retrieved February 27, 2011, from
http://shoes-pedia.blogspot.com/2010/05/espadrilles-shoes.html
(Figure 12)
Fashionable people, questionable things. (2011). Retrieved February 27, 2011, from
http://fashionablethings.com/page/18/?pages-list
(Figure 13)
Starpulse top 10 red-hot romantic (2007). Retrieved February 20, 2011, from
http://www.starpulse.com/news/index.php/2007/11/05/
starpulse_top_10_red_hot_romantic_movies
(Figure 14)
Nautical high waisted shorts. (2011). Retrieved March 9, 2011, from
http://www.unique-vintage.com/sale-stop-staring-black-with-gold-buttons-nautical-
high-waisted-shorts-p-7897.html
(Figure 16)
Kendall Jenner photo shoot - The Hollywood gossip. (n.d.). Retrieved March 9, 2011,
from
http://www.thehollywoodgossip.com/gallery/kendall-jenner-photo-shoot/
(Figures 17, 18, and 19)
24. Dior 2011 spring summer women show. (2011). Retrieved February 21,
2011, from
http://burberryluggage.isgreat.org/2010/11/dior-2011-spring-summer-
women-show/
(Figures 21, 22, and 23)
Bebe Spring/Summer 2011. (2011). Retrieved February 21, 2011, from
pichaus.com/tabbers-dioni-photography-dioni-@
bc4f016c7b04a801c4e99cc65cf9b2db/
(Figures 26 and 27)
The ultimate fashion blog. (2011). Retrieved March 9, 2011, from
http://www.fashionus.com/page/2/
(Figure 28)
Alessandra Ambrosio is plastic fantastic. (2011). Retrieved March 9, 2011,
from
http://www.styletraxx.com/2011/02/
alessandra_ambrosio_is_plastic.php
(Figure 29)
