Discovering the Zeitgeist

Dominating Technology- iPhone

In 2006, Apple announced the wireless that would change and take the world by storm. The iPhone was the phone to have when it was released to the public in June 2007. This sleek 4.8 ounce phone would change what we think of technology today with all the applications it provides to its users as well as the normal phone functionalities. In 2008, Apple released the iPhone 3G which was the highly anticipated wireless device because Apple’s previous iPhone ran on AT

T’s EDGE network. Soon after, Apple released the iPhone 3GS and then in 2010 released the newly redesigned iPhone 4. This wireless device phenomenon was not only a change in the technology world but also in the fashion world because users now had more capabil

ity to browse the web and do online shopp

ing. Apple releasing the iPhone is an important event in for fashion forecasters because they saw a trend in technology and the iPhone was the must have accessories.

Dominating Event- LA Art Walk

Fashion is about creating newness to the industry and it needs creative people to do so. The Los Angeles Art Walk is a place where art lovers and the community can come together to look at new up and coming artist from the Los Angeles area. Downtown Los Angeles is rebuilding the community and what better way to do so by opening up art galleries, fabulous restaurants and boutiques. Fashion forecasters will be able to grasp the demographic and trends that are happening in the art district of Los Angeles. The event is held the second Thursday of every month.

From past to present and swinging trends

Bye bye Anchor Blue!

Anchor Blue earlier this month closed down its corporate headquarters which left everyone to wonder what would happen to its 117 stores. Anchor Blue has finally announced on Jan. 14th that it will close its 117 location and has started the liquidation process on Jan. 7th. SALES SALES SALE! the merchandise will be marked down 40 to 60 percent. So long to another retailer!

Tribal Chic!!!!!!!

Accessory designers take inspiration and cues from style tribes of the world. They are taking the urban chic and safari into their line using a bohemian and tribal patterns to finish the collection. Look at the BOLD colors.

Observations!!!

I did my observation analysis on two different shopping places: Ralph’s and Metropark. I wanted to observe different consumer shopping tendencies between the two places because one would be more of rational buy and the other would be more of an emotional, depending on the circumstances.

Ralph’s: Stepping into Ralph’s, I observed people buying the basic need for food for example, milk, bread, peanut butter and vegetables. I did observe one family that was shopping and they got the basic needs but the kids wanted the chips ahoy, chips, ice cream. I could tell that their mom was holding back on getting these items but she wanted to get the items. This goes back to Maslow’s pyramid theory where we as consumers want a sense of belonging in society.

Metropark: Going into a retail location, as a consumer you decide a purchase from a rational or emotional sense. Obviously, it is different from a grocery store because you need food to survive but from a retail standpoint we also need clothes to survive. The observation I made at Metropark was the shopper was looking at the item for a good ten minutes to decide whether they needed to purchase or not. I looked at the price tag of the jacket that shopper was looking at and it was $195. That would have been more of an emotional purchase because they shopper was thinking too long for the purchase because it wasn’t a necessity.

At the AI, you can tell that there is differences in departments by the way students are dressed. We have the game art, fashion designers, fashion marketers, photography, industrial design, interior design and many more. Fashion is influenced by our individual style from pop culture from what music we listen to, to what we see our favorite celebrities wearing, current economic standing and what our industry profession is wearing.

Sex and the CIty 2- Fashion

Sex and The City 2: Fashion

Daily News- Amy Diluna

The daily news really captured the essence of what makes Sex and the City 2 a great movie but also stylish. It comes as no surprise that the sequel is living up to its name with more fierce fashion like sparkling Louboutin shoes, Dior dresses, Jessie Steele aprons, Lanvin etc. With Sex and the City 2 premiering on May 27, the vast array of fashion used and which inspires each character really influences the world of fashion to its vast consumers. Designers clothes are now being exposed in big picture movies to make the consumer aware of their creations and brand market that way.

Big screen brand marketing is great. Not only are designers showing their creations but are using celebrities such as actors and musicians as their muses. A good example is Lady GaGa's "Bad Romance" music video and "Telephone" video where the late Alexander McQueen is a focus as well as the Haus of Gaga and other designers. Lady Gaga has not only become a great success in the music world but designers have become inspired by her and she is not known as a fashion icon who sets trends.

Faux or Real?

Letting Consumers Know for Sure- The Humane Society of the United States

The Human Society of the United States has brought up a good point in the fur labeling industry for garments that use fur trimmings. In the article, the Fur Labeling Act requires all garments with animal fur to contain a label telling consumers what species of animal the fur comes from but the federal law requires most garments to be labeled but if the value of the fur is $150 or less, the rule does not apply. Michael Markarian, the chief operation officer of HSUS, expressed his strong support for the Truth in Fur Labeling Act that consumers may have allergies to animal fur but if the label says faux fur, how is the consumer to know and in that instance who is to blame. Consumers should not have to be their own detectives in knowing what is faux or real fur, instead they should be relying on the labeling if the fur is real or not.

In my opinion, if the federal government has implemented and regulating such an act, I feel that it should be followed no matter the value of the fur. Consumers should know by looking at the label if they are buying real fur and the origins of where it comes from. The fur industry should be responsible in following the law and should be held accountable for labeling. As a consumer, I would want to know where my garment was made and if it has fur, I would also like to know if it is real or not. Manufacturers and fur sellers, should be held accountable in providing all this information to be put on the garments and the federal government should be more aggressive in penalizing those clothing companies who do not follow the Fur Labeling Act.