luke&carlotta_studentbrief

L U K E C A R AT T I & C A R L O TA G AV I N A

LOOKING BACK TO LOOK FORWARD

T H E F U T U R E O F

CUSTOM FASHION

L U K E C A R AT T I & C A R L O TA G A V I N A

K E Y F O R C E SM A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D # 1

N E E D F O R I N T E G R AT E D D E S I G N P R O C E S S

N E E D F O R I N D I V I D U A L I T Y

N E E D F O R T H E P E R F E C T F I T

1

2

3

Nom

inal

dol

lars

Average annual expenditures on apparel, footwear,and related products and services, per household, selected years, 1985‐2010

For men, 16 and over For boys, 2 to 15 For women, 16 and overFor girls, 2 to 15 For children under 2 On footwearOn other apparel products and services

1985 1990 1995 2000 2005 2010$0

$1,000

$2,000

Source: U.S. Bureau of Labor Statistics


62% E-COMMERCE INCREASE 2012-2016


US Bureau of Labour Statistics.

Shift in Technology:3D Printing. Mobile Technology.

Consumer Experience: Consumers want to have input into the goods they purchase.

Brand Transparency:Customisation of clothing helps take the intrigue work out of the process. Designers learn along with consumers.

Accessibility:Rising trend on fashion bloggers that edit looks and make haute couture look accessible and available for the street.


N E E D F O R I N T E G R AT E D D E S I G N P R O C E S S1



A S L A U G M A G N U S D O T T I R

PEOPLE WANT TO BE PART OF THE CREATIVE PROCESS


Self-Expression:Consumers seek unique means of self-expression.

Differentiation: Rejection of mass consumption.

Ego Surfing: Internet has created the need for people to see themselves as a brand, creating the need for an increase in physical pro-motion.


N E E D F O R I N D I V I D U A L I T Y2



S U C H A R I TA M U L P U R U

THE TABLET SHOPPING EXPERIENCE ALSO LIKELY ENCOURAGES SHOPPERS

TO PURCHASE MORE PRODUCTS IN AN IMPULSE FASHION



Shift in Technology: Hollograms. Online Fitting.

Demi-Couture:High level of customisation, high sewing made to be worn.

Efficiency: The growing need for more efficient and clever clothing.

Fitting: A resurgence of understanding the material of the product and pairing it with the fit.

N E E D F O R T H E P E R F E C T F I T3


In the future companies will need to assist their consumers in the design of the product. The resurgence of an independent consumer will bully the market into having to appreciate the fact that, the consumer always knows best and force

selling will cease to exists.

C U S T O M F A S H I O N I S

COLLABORATION

BURBERRY BESPOKEBurberry Bespoke, is a program designed as a full-scale attempt at “mass

customization,” a long-time goal of retailers.

C U R R E N T T R E N D SM A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D # 8

C O D E # 1

COLLABORATION


C O D E # 2

EXPERIMENTAL

IKEA EFFECTConsumers generally place a higher value on goods they can create or assemble themselves.

M. SCHMIDT & F. BITONTIIn fashion, it’s only a matter of time before 3D printing filters down from Haute Couture to street fashion.

M A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D C U R R E N T T R E N D S # 9L U K E C A R AT T I & C A R L O TA G A V I N A

M A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D

C O D E # 3

INDIVIDUALITY

SHOES OF PREYBespoke custom made shoes that are entirely handmade using high quality materials.

SNEAKER CULTURESneaker culture is a perfect example of how the industry adapted to the needs of the people.

C U R R E N T T R E N D S # 1 0L U K E C A R AT T I & C A R L O TA G A V I N A

M A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D

C O D E # 4

COMFORT

FRUIT OF THE LOOMIt is a solution that lets you buy two separate bra-halves with different sized cups and snap them together.

BLANK LABELWithin an hour, one-on-one appointment, a menswear specialist will measure and define your personal style.

C U R R E N T T R E N D S # 11L U K E C A R AT T I & C A R L O TA G A V I N A

Customisation in the future of retail is going to be built around experience. Collaboration, experimentation, individuality and comfort all provide the

consumer with a new innovative way to interact with the product. They act as a whole, not as fragments.

C U S T O M F A S H I O N I N

THE FUTURE

“My Grandson is going to be the next Calvin KleinMarc Jacobs.”

M A R C J A C O B SM A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D # 12

The Marc Jacobs brand is the brainchild of renowned designer and the brand’s namesake, Marc Jacobs. The Marc Jacobs brand creates beautiful, high-fashion

shoes and clothing.

M A R C J A C O B S

THE HISTORY


M A R C J A C O B S : L O O K I N G B A C K T O L O O K F O R W A R D M A R C J A C O B S # 12

MARC BY MARC JACOBSLaunched in 2001 to completement collections.

MARC JACOBSCOSMETICSBorn from a collaboration with Sephora.

#CASTMEMARC

Are you the new face of Marc Jacobs?


In the short term for Marc Jacobs, the focus should not be on specific product or design (they already speak for themselves), but rather on a philosophy on

usability, sustainability and experience.

C U S T O M F A S H I O N I N T H E

SHORT TERM

D O C U M E N TP L AYI N N O V AT E

The long term solution however, should not be a total revolution of existing ideas, but rather an evolution upon this change in retail experience.

C U S T O M F A S H I O N I N T H E

LONG TERM

N E V E R S T O P P L AY I N G A S S I S TE X P A N D

L U K E C A R AT T I & C A R L O TA G AV I N A

THANK YOU

luke&carlotta_studentbrief

Retail

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