The document provides a SWOT analysis for an upscale department store's junior career dress line priced between $60-80 made of 85% polyester and 15% spandex. Strengths include the fabric combination and moderate price range. Weaknesses are the limited colors and issues with polyester pilling and staining. Opportunities exist in expanding the color range to appeal to more customers and generations as well as potentially changing the fabric. Threats include similar lines from competitors and customers disliking an expanded color range. A concept board and line direction are also outlined focusing on bold, bright colors inspired by runways to appeal to fashionable career women on affordable pieces.

1. MINNIE
MEICA BRADSHAW JORDAN GOULD VERNON JACKSON

2. 2011 SWOT ANALYSIS
PROJECT SCENARIO
Store type: Upscale Department Store
Division: Junior’s
Department: Career Dresses
Price line: Better
Price Range: $60-80
Fabric: 85% polyester/ 15% Spandex
Strengths
Great fabric combination used for everyday wear or use.
Moderate price range making it available to a wider customer base.
Weakness
Not enough colors making it unappealing to a wider customer base.
Polyester tends to pill and stain easily.
Opportunity
With a wider range of color could market to other generations and
generate more sales in the department. Could possibly switch from
polyester to another fabric to solve the problems of pilling and staining.
Threats
Major Competitors might have a similar look.
Customer might not like the wider range of colors offered

3. A Bold
Expressive CONCEPT BOARD
look.
A Unique
and
A Colorful
Professional Line
and Fun
Style.

4. 2012 LINE DIRECTION
- The line is inspired by several spring 2012 runway lines that
showcased bold and bright colors such as orange, pink, and
yellow.
- While the colors are bold and the line unique, the line is affordable
and appeals to a young fashion savvy woman who is just kick
starting her career.
- Minnie is all about enabling the wear to stand out and make an
impression.
- Minnie is about unconventional colors with classic and simple cuts
that allow an individual to express themselves in a unique and
memorable way. It allows young career oriented women to make
an impression when trying to snag that once in a life time dream
job.

5. SPRING 2012 APPAREL LINE