PurityTrend Board Assignment

Fashion Journal

Danielle GalatiAnnabelle GignacBrooke McIntyre

Renee TulkDesiree Veenstra

Anna Cappuccitti Thursday, April 10 2014 FDP451BB

Table of Contents Section Contents Page Number

Articles 3 Minimalist Mom Spends Nothing on Toddle 4-6 and New Baby “Get off the consumption treadmill” says 7-8 growing minimalist movement The long grueling road: getting out of debt 9-12 Korner is a smart, ultra-minimalist security 13-14 system that installs in minutes Amazon Dash is a free Wi-Fi barcode scanner 15 for grocery shopping Integrates voice controlled shopping lists Food Trends of 2014 16-17 Fashion Forecasting 18 Visual Merchandising Forecast: S/S 15 19 Décor Trends: Minimalists and Natural Living 20 Beauty Forecast S/S15: Raw Minimalism 21 Peclers Theme Aesthete 22 Minimal Relaxations 23 Minimal Design: Accessories 23 Retailers 24 Minimalism at The Bay 25 Minimalism at Mexx 26 Minimalism at Jacob 27 Minimalism at Gap 28 RetailersDefined 29 Miscellaneous 30 Food Trends: Less is More 31 The Minimalist: TV Show 32 Scandal: TV Show 33 The Minimalists: Blog 34 Minimalistic Approach to Advertising 35 Unrelated 36 Inspiration 37CustomerProfile/ 38 Trend Board Report CustomerProfile/TrendBoardReport 39-41 Work Cited 42 Work Cited List 43-44

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ARTICLES

Minimalist mom spends nothing on toddler and new baby

Jacoba UristTODAY contributorMarch 4, 2014 at 9:53 AM ET

Kidsthesedayscomewithsuchaheftysix-figurepricetagitcanfeeldown-right overwhelming. Is it even possible to have kids without spending a bunch of money?

BritishmomandbloggerHattieGarlickdecidedtofindout.After losing her job just before Christmas 2012, while being hit with the holiday marketing blitz, Garlick pledged to strike out against consumerism. She and her hus-band Tom, a carpenter and musician, instituted a total spending freeze on kid-related items for all of 2013. The only exception was childcare and medi-cal expenses.

Garlick was prepared to spend nothing on toddler son Johnny. That meant nokid-specificsnacksorclothesorentertainmentorevenChristmasorbirthday presents for an entire year. But two months into her zero spending odyssey, Garlick discovered she was pregnant with her second child, due the following November. Would the de-mands of pregnancy and a growing family shake her resolve?

On the contrary. If anything, preparing for a new baby only emboldened the “minimalist mom.”“When we found out she was a girl, I think my resolve was stiffened in a way,” Garlick explains. “The kiddie consumerism aimed at young girls is so much more toxic at times. It encourages girls that they have to be interested in pink and princess. I want to protect her from that as long as possible.”

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Despite the pregnancy and birth of daughter Frida, Garlick says she was able to stick to the no-spending pledge. She confesses she broke the rules a few times, like when she bought “a couple packs of nappies” and some dis-posable wipes for a family trip, because she couldn’t countenance traveling with cloth diapers. And while son Johnny, now 3, did not get toys for his birthday from his parents, he did get a CD made by Garlick of all the impor-tant people in his life — grandparents, godparents, aunts, uncles, cousins — reading their favorite bedtime stories.

As for dealing with baby gear, Garlick says “newborn clobber” is often the easiest to get for free from friends, neighbors and sites like Freecycle, a worldwidenonprofit.

The year was so successful and made her family so happy that Garlick has stucktotheplanfor2014,withslightmodifications(likeaonceamonth“get out of jail free” card).

According to the latest US Department of Agriculture report, it will run a typical middle-class American family around $241, 080 to raise a child for 18 years, not including the cost of college.

Garlick’s manifesto may have begun because money was extremely tight. But as the year progressed, it became less about pinching pennies, she says, and more about building a network with families in her community and par-ents on the Internet, as they swapped and shared baby items.

“We would go to the local playground,” describes Garlick. “Suddenly it wasn’tfilledwithstrangersanymore.JohnnyknewthekidsthereandIknew the parents and we simply didn’t need to spend money to keep him entertained anymore.”

In fact, the minimalist parenting trend is about more than saving money. Increasingly, it’s being linked to what’s known as mindful parenting — the conscious decision to slow down and focus on whatever is happening in the present moment with our kids.

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“It’s even harder to fully pay attention to our children and ourselves if we’re frequentlydistractedbyclutterorfindingtherighttoptothesippycup,”says Carla Naumburg, author of the forthcoming book, “Parenting in the Present Moment.”

Without a gazillion toys to clean up every night, it’s easier, for example, to enjoy the evening routine of bathing your child and hearing about his day at preschool.

Last year, Rachel Jonat, Canadian parent and author of “Do Less: A Mini-malistGuidetoaSimplified,Organized,andHappyLife”,gavebirthtohersecondson,Wilfred,andalsovowedtosticktoamoresimplifiedlifestyle.

“This second time around, we were able to relax and enjoy the baby phase,” says Jonat, who has tried to contain Wilfred’s wardrobe — consisting entire-ly of gifts and hand-me downs — to a single basket. “I wasn’t online shop-ping or trying to help our baby sleep through the night. Our home has less in it so I spend less time picking up and tidying, which I love.”

Jacoba Urist is a health and lifestyle reporter in NYC. Follow her on Twit-ter @JacobaUrist.

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“Get off the consumption treadmill” says growing minimalist movementProponents quit jobs and give away possessions

Brendan McLaughlin

TAMPA - If one day you decided to sell or give away half of all your worldly possessions, would you be happier? Members of the so-called minimalist movement say yes. Two leading writers on this philosophy are preaching thatwhenitcomestofulfillment,lessismore. On WMNF’s ‘Radioactivity’ program Friday, two young men in their 30’s explainedtohostRobLoreiwhytheywalkedawayfromsixfigurejobsandall the goodies that kind of money can buy. “Mylifewasfilledwithstressanxiety and discontent and I really didn’t know what was important,” said 32-year-old Ryan Nicodemus. Nicodemus and his longtime friend Joshua Fields Millburn quit their jobs, unloaded 80 percent of their possessions and wrote a book.

They’re on a 100 city book tour that began in Tampa. They also have a blog called ‘The Minimalists’ that claims two million readers looking for ways to simplify their lives and focus on what’s important.

“They’re not looking towards a big paycheck or big house or fancy car, or the latest gadgets. They’re really trying to search somewhere else for it,” said Nicodemus. America’s complicated relationship with stuff is on display through reality series like Storage Wars, made possible because so many people abandon or losetrackofstufftheydidn’thaveroomforinthefirstplace. On the extreme end, there are hoarders who get buried under a mountain of possessions.ButtheMinimalistssayeverybodycouldbenefitfromtakingstock of all the objects that take up space in our lives.

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“Look at what you have and ask, have I received value from this item in the last year? It’s O.K. to get rid of it. What’s cool is I’ve never gotten rid of any-thing I really wished I’d gotten back,” said Fields Millburn.

Today, it’s easier than ever to be a minimalist. Even the biggest book and music collections that once lined the walls can be stored in a phone. And clever space-saving furniture allows people to live large in small spaces. The minimalists don’t’ claim to know the secret to happiness, but they think theirmessagemightmakeiteasiertofindyourself.

“We’re so caught up in the accumulation of things that the path towards something more meaningful gets a bit cluttered,” said Fields Millburn.

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The long, grueling road: getting out of debtLinda Federico-O’MurchuMarch 14, 2014 at 12:55 PM ET Forget consolidation loans, extended credit lines or fancy debt relief agen-cies. A few brave Americans say the only way to escape debt is the hard, sweaty way.

But in the end, it’s so worth it.

“Debt is one of those things that can tear a marriage or a family apart,” said Cherie Lowe, 37, a married mother of two from Greenwood, Ind. “We took the approach that debt is out to get us. It wants to destroy us. It wants to take away our ability to educate our children, save for retirement, live life to the fullest.”

Since 2009, Lowe has been chronicling her family’s journey from indebted-nesstofinancialfreedomonherwebsite,theQueenofFree.Sherecallsthehorror she felt when she realized how much debt her family had accrued — $127,000—“withhardlyanythingtoshowforit.”Terrifiedforherfamily’sfuture, she sprang into action.

“I streamlined everything, from what kind of toilet paper I bought to how we prepared meals and cleaned the house,” she said. “We never went out for dinner. By the fourth year, we weren’t eating meat except on weekends.”

Lowe stopped buying clothes, made her own laundry detergent and discon-nectedthefamily’slandlinetelephone.Leakyfaucetswerefixed,windowswere weather-stripped and electrical appliances were unplugged when not in use.

“Peoplethinkutilitybillsarefixedexpenses,butyoucancallupthecompa-nies and ask for a reduction,” she said. “If you have cable TV, call and ask

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for the ‘poverty package.’”

As it turned out, even that was too expensive at $12 a month. “We cut it off.”

“If you pay the minimum payment on a credit card at a 23 percent interest rate, you could literally be paying for the same pair of shoes for the next 20 years.”

For most people, escaping from debt is a battle yet won. In 2013, household debt spiked to its highest level since 2008, due to rises in mortgage balances ($56billion),studentloans($33billion),autoloans($31billion)andcreditcarddebt($4billion.)Accordingtorecentstatistics,theaverageAmericanhousehold carries $15,270 of credit card debt, $149,925 of mortgage debt and $32,258 of student loan debt, totaling $197,453. And that doesn’t even count a car payment.

LiketheLowefamily,PhilWerzofLeesburg,Va.,hadtosacrificeforyearsto dig himself out of debt.

Werz, 52, now a public relations and marketing manager at Lansdowne Re-sort, says he racked up $30,000 in loans and credit card debt after leaving his job in 2008 to attend golf school and teach at a golf academy in China.

“When I got back to the states, I shared a house with a fraternity of di-vorced, white-collar guys trying to save money,” he recalled. “We were all doing the same thing, sharing expenses and trying to pay off our lives.”

Determined to turn his life around, Werz says he became hermit-like, living in a room “no bigger than a mattress” and denying himself pretty much ev-erythinghehadenjoyed.Hepaidoffhishigh-interestcreditcardsfirst,thentackled his educational and travel debts. By working extra jobs and allocat-ing all his tax refunds to debt repayment, Werz was debt-free in 30 months.

“I remember the night I made the last payment. It was the most liberating experienceever,”hesaid.“Outsideofmyfirstcareerhole-in-one,Idon’t

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think I have ever had a better feeling than not owing anyone on earth one red cent.”

“Theideaofdelayedgratificationisalmostnonexistentthesedays.

Nobody wants to say, ‘You can’t have it.’ But you know what? You can’t have it.”

CertifiedfinancialplannerChristopherKimball,54,fromUniversityPlace,Wash.,sayspayingoffthehighinterestcreditcardsfirst,asWerzdid,wasexactly the right strategy.

“Those high-interest credit cards will eat you alive,” Kimball said. “If you pay the minimum payment on a credit card at a 23 percent interest rate, you could literally be paying for the same pair of shoes for the next 20 years.”

Still, Kimball understands how tempting credit cards can be.

“I didn’t have a lot of money growing up — I always wished I could buy great stuff,” he said. “I racked up $20,000 in debt by the time I was 25. People who say, ‘Money doesn’t buy happiness’ — that is a myth. Of course money buys you happiness! It may not buy lasting happiness, but all things being equal, money gives you a better life.”

Kimball says he might have ended up bankrupt if a local pastor hadn’t inter-vened. He counseled him to pay off his credit cards and start fresh.

“I just paid and paid and paid,” he recalled.

The experience changed his life. Kimball, who has been debt-free ever since, now advises others to do whatever it takes to get out of debt.

“Theideaofdelayedgratificationisalmostnonexistentthesedays,”hesaid.“Nobody wants to say, ‘You can’t have it.’ But you know what? You can’t have it.”

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Bruce Specter, 55, a mortgage consultant from Reno, Nev., says buying small, or not buying at all, is key to avoiding a debt cycle that often begins with large purchases like a home or car.

“Most people talk to a Realtor or car salesman before talking to a lender. That makes absolutely no sense. They’ll tell you what they want you to spend, because they’re chasing a paycheck.”

Specter calls the underwriting system archaic and illogical. “The home you qualify for is based on debt-to-income ratios,” he said, meaning, consumer debt divided by gross income. This allows buyers to qualify for considerably more than they can afford.

“From then on, you’re shackled to debt you can never really get free from.”Peopleoverwhelmedbydebtsometimesseekthesupportoffinancialman-agement companies, which offer a range of solutions such as bond-secured credit lines to repay revolving credit card debt. Consolidating debts with a bank loan or credit union, or transferring a balance from a high-rate credit card to a low-rate card, are other options. But even with the aid of an experi-enced agency, getting out of debt is not easy.

“There’s no quick scheme,” cautioned Lowe. “It’s a lot of personal choices. If you leave your money in your savings account, it will grow legs and walk to Target. So use that money toward your debt instead.”

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KORNER IS A SMART, ULTRA-MIN-IMALIST SECURITY SYSTEM THAT INSTALLS IN MINUTESBy Drew Prindle — March 19, 2014

Itusedtobethatoutfittingyourhomewithasecuritysystemmeantyouneeded to contact a security agency like Brinks or ADT, set up an appoint-ment for them to come and install sensors all over your house, and then pay a monthly fee to keep your service going. But that’s no longer the case. Now that sensor tech has become drastically cheaper than it used to be, cheap DIY home surveillance systems are on the rise.

Korner is yet another entry into this growing category of products, but un-like all-in-one systems like Piper and Canary, Korner takes a much more minimalist approach. The entire system is comprised of a set of app-enabled door/window sensors and a network fob, so to get started all you do is stick the tags in the corners of the doors & windows you want to monitor, and plug the fob into your router.

Once applied, the tags will detect motion and wirelessly notify the fob, whichthensoundsahigh-pitchedalarm(ifthat’showyouconfigureit)andforwards an alert to your smartphone, tablet, or laptop. In the even of an intrusion, you’ll be presented with the option of either calling the cops, or forwarding the alert to your Security Circle — a user-selected list of family, friends, and neighbors who can check on things for you.

As an added bonus, Korner tags are also equipped with Zigbee radios, so they can easily be incorporated to your existing Zigbee-based home automa-tion setup. All security considerations aside, these tags are the only single-piece door/window sensors we know of, and they’re far more attractive than most of the other sensors on the market right now.

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Obviously,thissystemhassomebiglimitationscomparedtofull-fledgedsecuritysystemsoutfittedwithcameras,butnoteverybodywantssuchro-bust security, and for those simply looking for an easy and affordable way to make their home safer, Korner would likely be an excellent option. You can’t buy it just yet, but Korner’s creators are set to launch an IndieGoGo cam-paign in the near future, and will offer a pack of three tags and one fob for just 80 dollars.

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Amazon Dash is a free Wi-Fi barcode scanner for grocery shoppingIntegrates voice controlled shopping listsBy Chris Smith April 5th

Amazon has launched a handheld LED barcode scanner, to allow users of its fledglingAmazonFreshgroceryservicetopickoutlow-runninghouseholditems and add them to a shopping list.The Amazon Dash device, which will be distributed freely to Fresh custom-ers, is Wi-Fi enabled and also has a microphone for adding barcode-less items like fruit and vegetables.The idea is for users to carry the dash scanner around the house and pick out items that need replenishing before completing the order online using the AmazonFresh website or smartphone apps.It’s not just household items among the 500,000 available from the Amazon-Fresh next-day delivery service. The preview video below shows a user or-dering guitar strings.Sadly, for the vast majority of interested parties, getting ahold of a Dash scanner will be pretty tricky as the Fresh service is only available in parts of California and Washington State in the United States. Dash itself is only be-ing trialled in LA and San Francisco.

Convenience

ThelaunchisfurtherindicationthatAmazonispreparedtomakesignificantlosses on hardware in order to make the convenience of ordering from Ama-zon preferable for the consumers.Can the company’s successes with this approach in ereaders, tablets and also most recently with its Fire TV set-top box, give it the upper hand over brick and mortar grocery stores?

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Healthy Food Trends of 2014 BY AMARI THOMSEN

Breakfastisthenewdinner,caulifloweristhenewkale,andkaniwaisthenew quinoa! Here are some of the new food trends expected to appear in 2014 that you won’t want to miss!

Pancakes for dinner – Um, yes please. This is a food trend I really hope takes off. Breakfast is my favorite meal of the day, so to enjoy it twice in one day is a dream. But this idea of pancakes for dinner goes above and beyond fluffydiscscoatedinbutterandmaplesyrup.We’retalkingsavorygourmetpancakes – think ham and leek, bacon and cheddar, or even pecorino and sauerkraut!

Clean eating – Every year a new way of eating healthy becomes trendy, and this year I’m thrilled to hear that it’s clean eating! Clean eating is all about eating more fresh fruits and vegetables, whole grains, nuts and seeds and less processed foods, sugar, salt and alcohol. This has been my eating phi-losophy for years, so here’s hoping it sticks around beyond 2014! Say hello to kale and quinoa and goodbye to burgers and fries!

Unfamiliarsustainableseafood–Localchefsarefindingcreativewaystosupport sustainable seafood on their menus. On restaurant menus in 2014, look for invasive species such as Asian carp, or species that often show up asbycatch(fishcaughtunintentionally)infishingnets,likewolfeelandsearobin. Expand your palate and support sustainable this year by trying some-thing new!

Cauliflowerboomcontinues–Thecauliflowerboomisexpectedtocarryoninto2014!Whetherit’sasavorycauliflowersteakwithbutter,seasonedspicycauliflowerriceoracreamysoup,thislow-calorie,vitaminC-richveg-gie is making a comeback!

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Fermentation is in – Using microbes in your own kitchen to create delicious fermented foods is becoming more and more familiar. Home fermentation is going beyond creating homemade yogurt. Think sauerkraut, kombucha and kefir.Expect to see more people experimenting in the kitchen to reap all the benefitsthesehealthy-livingfoodshavetooffer.

Kaniwaisthenewsuperfood–Stepasidequinoa,kaniwa(ka-nyi-wa)isthenew guy in town! This South American quinoa-like pseudo-grain is gluten-free, high in protein and a great source of iron. Kaniwa looks similar to red quinoa, but is about half the size. Use kaniwa as a breakfast porridge, a sim-ple addition to soups or salads, or to make a tasty nutty pilaf! Look for it in your local natural-food store or purchase it online.

What do you hope becomes trendy this year in the food world?

Amari Thomsen is a Chicago-based registered dietitian, blogger and owner of Eat Chic Chicago. She graduated from Loyola University of Chicago and later completed her nutrition education at the University of Illinois at Chi-cago. Amari is focused on integrating modern and traditional techniques to promoterealfoodnutrition.ReadhernutritionblogandfindheronTwitter,Facebook and Pinterest.

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FASHION FORECASTING

Visual Merchandising Forecast S/S 15Visual Merchandising has a minimal mood using the bare basics like simple shapes and basic lines creating a soothing, serene space while shopping. The

black, white and grey palettes keep the focus on materials while well- lit, open andairyspacesbringafreshinterpretationofZenminimalism(StyleSight).

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Décor Trends: Minimalists and Natural Living

Décor trends are shifting towards a bare essentials theme with naturals and unadulterated textures,materialsandfinishes.

Showing a very calm no-frills approach to design with natural materials as the preferred selection.Décorinspiredbynatureaswellsuchascorals,treesandfloralswilldominatethe home decorating trends. Colours are neutral and natural keeping with the minimalist

feeling(Idiva).

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Beauty forecast S/S 15- Raw MinimalismThe beauty forecast for the spring summer season is one of raw minimalism. Hair is said

to be sleek, long and straight with the edgier version being an asymmetric cut. Muted tones are used for a base for skin with slightly pearly pink blush on cheeks. Eyes have an ultra-subtle look using shades of grey and putty beige while lips are natural with toned

downcreamychocolateswithaslightpinktinges.Nailsgravitatetowardsceramicfinish-eswithmineralsmudgesmimickingnaturalstones(Stylesight).

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Peclers Theme AestheteA theme for womenswear that expresses sensual well-being and absolute beauty with simpleattributes.Influencesincludepurity,sensuality,thegraceofthe1930’sbal-

lets and the relaxed energy from yoga. The theme combines elements of comfortable shapes, comfortable materials, soft graphic patterns, supple lines and natural elegance

(PeclersParis,99).

Colour RangeThe colour range of this theme is one of a graded nautical blues, including a greenish

ultramarine, grayed indigo, sunny turquoise and cruise blue. Then a mix of nudes, sen-sual blushes and cleans pink while the accent of a clean white brings the colours

together(PeclersParis,100).

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MinimalRelaxations(withinAesthetetheme)Unityofpurity,floatyandboxystructureswithlinesdecoratedinasymmetricaldetails.The use of natural textural fabrics in comfortable terry cloths and thin delicate crepes. The use of colours in muted honey gold, dark and light blush variations, deep navy and

purewhite(PeclersParis,106-107)

MinimalDesigns-Accessories(withinAesthetetheme)Minimal designs displayed with simple but ultra studied lines shown in noble leathers.

Bags created with simple shapes like circle, hexagon and rectangles while shoes are shownwithminimalcoverageandsmoothleathertextures(PeclersParis,125).

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RETAILERS

Minimalism at the BayFeaturing Planet

Clean lines used make a crisp, high neckline.

Minimal effect was achieved through the use of neutral colours.

Simple lines are used to achieve delicate pleating. This adds a minimal design element to the blouse, adding interest while still keeping it simple and elegant.

Overall these looks represents the emerging trend; Minimalism. The modestyofthisoutfitallowsittobeworntoworkandfitsthesophisti-

cation and age of the chosen target market.

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Minimalism at Mexx

The detail shown on this blouse is placed at the shoulder area, adding a simple but interesting detail. The neutral colours make it easy to pair with many other pieces, making it very versa-tile.

The pattern shown on this skirt could be classifiedasbusyifshown in bright co-lours. The neutral colours work well together and make the pattern appear mini-mal, giving it a simple yet professional look for our chosen target market.

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Minimalism at Jacob

Minimalism is displayed through neutral colours, clean lines and simple patterns. These attributes make the clothing easily dressed up or more casual depending on if its adayattheofficeoroutwith your family.

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Minimalism at Gap

TheseoutfitsfromGapdisplayminimalismthroughtheuseofneutral colours and just from the overall design of the garments. When colour is used it is used in a very minimalistic approach

by having it in a more toned-down pastel colour.

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RetailersDefinedJacob:At Jacob we noticed the trend of minimalism, with many plain colours with small added touchesofprintsandpatterns.Alotofplaincolouredpants(forestgreen,royalblue,evenwhite) being paired with plain tops, or tops with simple details that would easily go with manyotheroutfits.Alsoonmanymannequins,simple,minimalisticoutfitswerebeingpairedwithfineprintedbeltsorbeltsthataddedatouchofshineorcolour.OurobservationswehavehelpedusfindthatJacobhasbeendoingwellwiththeircolouredpants.Inparticulartheforestgreenslimfitpant,aswellastheblackandroyalblueversion.Also selling quite well at Jacob has been their plainer tees, whether it be a simple plain white tee, or a more original deep V neck chiffon top in plain black.

The Bay:After visiting The Bay on a few occasions, we noticed that in the clearance section, there wasn’t a lot if any minimalistic items. What we did see was a lot of item with the silhouette our target market would wear, but with loud prints and color in the clearance section. This makes us believe that loud colors and prints are not popular or in trend. Why else would they be in the clearance section? Those items could also be in the clearance section consider-ing they cannot be carried over to the next season. Our target market is looking for versatile pieces that can be carried from season to season and last her a long time. Therefore what they want are items you can do that with.

MexxWe also saw the same thing at Mexx. A lot of the work wear in the clearance were pants, blazers, etc. patterns that were big and loud. Nothing what we feel will be the trend in spring 2015.Wealsonoticedthatthebasiccolorsonthefloorwererunningoutofstockfairlyquickly. When we asked if they had any more styles in the back, they mentioned that there were none left. These items were basic pants, blazers and blouse. If there was a pattern it was very minimal.

Gap:Gap almost always carries blouses in many colours and sometimes a few patterns. These blouses were carried in mostly light, fair colours with the exception of black and navy. When we had seen these displayed on a mannequin, usually they were paired with either light washed jeans or light beige or light grey pants. This would inform customers that they are perfect for work as well as ‘play’. Something we noticed that was also selling well at Jacob as well at Gap is coloured pants. It seemed that every time we visited Gap, they had a new colour or style, giving customers ample choice. With spring arriving, they had everything from white to black jean. Gap had many different shades of beige pants, yellow, different shades of pink, grey, orange, blue. A few things we noticed that was consistent with all the coloured pants, they were all light in shade,andtheywerealleitherskinnyorstraightfit.

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MISCELLANEOUS

Food Trends- Less is MoreLike fashion food trends are always changing, an upcoming trend in food is less is more. The trend follows the minimalistic view involving dishes with only a few in-

gredients. This incorporates more pure and unprocessed foods with basic seasoning whileincorporatingonlyafewflavours.

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(SproutRight)

(NutRoasterv)

(FaceliftNatural)

(FoodNavigator)

(SimplyRecipes)

TheMinimalist(TVShow)The Minimalist is a cooking show featuring Mark Bittman, beloved food journalist. His show and many books outline tried-and-true recipes with simple ways to prepare them. Heshowsmanydifferentitemsfromfingerfoodandsoupstodifferenttypesofethnic

food(cookingchannel).ThisTVshowisahitduetothegrowingpopularityforsimplisticways to live due to the increasingly busy lives people are living these days.

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Scandal(TVSeries)Scandal is on of the top TV series’ of 2014. The main character, Kerry Washington is a great example of minimalistic style as she dresses in a dressy and professional way but with mini-

mal details and accents.

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The MinimalistsA blog written by two men Joshus Fields Millburn and Ryan Nicodemus who left the fancy

corporate jobs to live more meaningful lives with less “stuff” that is read by over 2 million readers. They cover everything from working out, cooking, home essentials to answering the many questions asked by fans around the world that read their blog and are astonished that

theyaresosuccessfulatlivingthislifestyle(theminimalists).

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Minimalistic Approach to AdvertisingAdding the effect of minimalism to advertising gives the add more conviction and send a

clear, concise message to the consumer. By not focusing on too many different points while creating an advertising bring less confusion to the product or point trying to be reached.

This ad has 2 simple purposes, to re-mind the viewer of the station and that “nothing gets away”. The logo placed in the spider web in a simple a direct

method of doing so.

This ad is advertising free Wi-Fi and only that. Having the fries shown as the Wi-Fi symbol still reminds the consumer about the food available at the restaurant but still keeping the message clear

and right to the point.

This advertisement is featuring Coca-Cola light lemon. The Coca-Cola symbol show in a lemon peel suggests the Coca-Cola is lemonflavoredinawaythatshowsminimaleffort while still making the point quite clear.

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UNRELATED

InspirationsWe were inspired by natural colours and fabrics and the feeling of simplicity they bring. We were also inspired by the simplicity of food in its natural state which is becoming a big trend inmanyconsumersthesedays.Simpleshapesandsilhouetteswerealsoabiginfluenceonthe

end result of our collection.

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CUSTOMER PROFILE/TREND BOARD REPORT

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CustomerProfile

Geographic Segmentation:

Residence-Type and Location: North York, family friendly area, detached single family home (3-4bedrooms)

Demographic Segmentation:

Age: 30-40Gender: FemaleFamily Life Cycle: Married; 1 or 2 kidsAnnual Income-Individual: $55,000-$75,000 -Family: $100,000-$150,000Occupation: HR position, Professor, Accountant, District manager, Financial Advisor, Head OfficePositionsEducation: Advanced college diploma and/or university degreeEthnicity: MulticulturalModeofTransportation:Drivesenergyefficientvehicle(Nissan,Toyota,Honda),takes subway and/or go transit

Psychographic Segmentation:

PersonalityTraits:Caring,determined,selfless,eco-consciousLeisure Activities: Family vacations, reading, spending time with kidsImportant Social Causes: Environment related causes, school fund-raising, children’s chari-tiesVacation/Travel Preferences: Family resorts, Disney World, CampingReference Groups: Co-workers, friends, family, Jennifer Aniston MediaPreferences:Newspaper,magazines(Chatelaine),blogs,onlineshoppingSpending Priorities: Children’s extracurricular activities, home, cost of living, career ward-robeBenefitssoughtinpurchases:quality,versatility,longevity,simplicityFavourite Brands/Stores/Designers: The Bay, Jacob, Mexx, Planet, Gap, Banana Republic

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Trend Board Report

The theme we have chosen to base our line around is a soft, simple and minimalistic style. We named out line Purity, the meaning of this word is something at its puriest form, no addi-tives or extras. The name is simple, short and sweet which goes perfectly with our theme and emerging trend. With a fair bit of research, we agreed that the leading trends are very much focusedonsimplicity,convenience,andessentials(StyleSight,PeclersParis).Ratherthenmaterialistic and luxuries. For our line, we have constructed garments with modest yet well-constructeddetails.Ourfindingsshowedthatbusyandhardworkingmothersandwivesarebecomingthenorm(Urist).Soourvisionwastoallowthemtospendmoretimewiththeirfamilies and less time deciding on what to wear. As well, people are starting to believe less is more(theminimalists).Clothingthatcanbeworntoworkshouldalsobeclothingthatcanbe worn to the grocery store, or out for dinner, or to the mall on Saturday.

We focused on developing pieces with little striking details, but impeccable structure. For the silhouettes we focused on easy wear pieces that were acceptable for work that could transi-tionintoanoutfitwornfordifferentoccasionsaswell(dinnerwithfriendsandfamily,daytrips, social events/fund-raisers). The inspiration for our items came from the many “key items”forecastedforS/S2015(WGSN,Stylesight).Ourcustomerispracticalandcon-scious about being appropriately dressed for both work and outside of work, acting as a role modelforherchildren.Everywomandeservestofeelconfidentandcomfortableatthesametime. In order to make this possible, we focused on choosing the perfect fabric for each piece. With more extensive research, we discovered the trend of recycling, and thinking about the environmentbeforewepurchase.Usingmanynaturalfibers,whichwebelievearemostcomfortable, we pulled together a great range of cloths. The following are the fabrics you can findinourcollection:

Top Weights: -Bamboo,cottonstretch(66%Rayonfrombamboo/28%cotton/6%Spandex) -Merinowool(100%wool) -Merinowooljersey(100%wool) -Satin(100%Polyester) -Silklinen(65%flax/35&silk)

Bottom Weights: -Hemp,Organiclinen(55%Hemp/45%Flax) -Hemp,Recycledpolystretchchambray(53%Hemp/44%RecycledPoly/3% spandex)

Dress Weight: -Hemporganiccottondenim(55%Hemp/45%OrganicCotton) -MixedWeave(50%viscosefrombamboo50%soy)

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Fashion Colours:

Neutral Colours:

Accent Colours:

With minimalism come natural and pure colours. Neutrals and pastels were used, with hints of a few brighter colours such as red used as an accent. Blue is cool and earthy, eggplant is deep but perfect when paired with a nude or white. Slightly muted orange provides the per-fect pop of colour with out too much vibrancy, and the blush pink brings out the femininity. Many of out bottom pieces such as skirts and pants will be constructed of fabrics in the beige aswellasthegrey.Botharecleanandmakeforgreatstaplepieces.Ofcoursethefirstthingthat comes to mind for most when you think of ‘Purity’ is white. The white resembles the pure, everyday woman. The colours chosen both represent our theme appropriately as well asthespring/summerseason.Withtheendofwinterinsight,wealllookforwardtofindingfreshnewoutfits,withupliftingcolours.Putawayyourblacksandintroducethenewestandtrendiestcoloursoftheseason.(StyleSight,WGSN)

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Works Cited

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Works Cited List

Cooking Channel. Cooking Channel TV. 2014. Web. 25 March 2014.

Culinote. Culinote. 2014. Web. 15 March 2014.

Facelift Natural. Darling Darring LLC. 2014. Web. 15 March 2014.

Etonline. ET Canada. 2014. Web. 25 March 2014

Federico-O’Murchu, Linda. “The long, grueling road: Getting out of debt.” 14 March 2014. Web. 15 March 2014.

Food Navigator. William Reed Business Media. 2014. Web. 15 March 2014.

Mexx. Mexx Canada Company. 2014. Web. 25 March 2014.

Mclaughlin, Brendan. “Get off the consumption tredmill.” says growing minimalist movement. 24 January 2014. Web. 15 March 2014.

Nut Roaster. Nut Roaster Austrailia Wide. 2001. Web. 15 March 2014.

Ngpal, Roheena. “Décor Trends 2014: Minimalist & Natural Living.” idiva.com. iDIVA. 10 January 2014. 15 March, 2014.

Peclers Spring Summer 2015. Paris, 2014. Print.

Prindle, Drew. “Korner is a smart, ultra-minimalist security system that installs in minutes.” digitaltrends.com. Digital Trends. 19 March 2014. Web. 20 March. 2014.

Works Cited List

Simply Recipes. Simply Recipes Inc. 2014. Web 15 March 2014.

Smith, Chris. “Amazon dash is a free Wi-Fi barcode scanner for grocery shopping.” techradar.com. Tech Radar. 5 April 2014. 20 March 2014.

Sprout Right. Sprout Right. 2014. Web. 15 March. 2014

Style Sight. Style Sight Inc. 2014. Web. 15 March 2014.

Textile View Magazine Spring 2014: 95,96,113,116,130,236. Print.

The Bay. Hudson Bay Company. 2014. Web. 25 March 2014.

The Minimalists. Bluehost. 2014. Web. 25 March 2014.

Thomsen, Amari. “Healthy food trends of 2014.” foodandnutrition.org. Food and Nutrition. 31 January 2014. Web. 20 March 2014.

Urist, Jacoba. “Minimalist mom spends nothing on toddler and new baby.” today.com. Today Moms. 4 March 2014. Web. 15 March 2014.

WGSN. Worth Global Style Network Limited. 2014. Web. 15 March 2014.

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Danielle GalatiAnnabelle GignacBrooke McIntyre

Renee TulkDesiree Veenstra

Thursday, April 10 2014