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Forecasting Survey for 2008

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Quantitative Strategic Plan

STRATEGIC PLAN & PROGRESS REPORT
By: Moody Jeans
Ning Lee
Erin McCutcheon
Ashley Hamm
Courtney Bunzel
Tamara Hall

Question: How do we find the hidden currents in fashion and interpret them to forecast future trends?

Strategic Plan: It has become apparent over time that discovering and understanding the fashion industry requires specific traits that build what is known as fashion forecasting today. As we prepare to begin our first fashion forecasting project, our team must look at what transition currents take so that we can analyze the future of fashion.
We will use several tools to solve and interpret the hidden currents, by using them towards fashion forecasting.
· The basic six steps of forecasting will in turn give us the knowledge to understand forecasting (i.e., defining the ‘cone of uncertainty’ and ‘looking for the curve’) and support the forecasts we put forward with qualitative and quantitative data.
· Innovation/innovators also play a key role in analyzing hidden currents. We will discover how to make the particular product we are researching respond to social/culture needs. We will pay close attention to outlying and unusual forms of inspiration (i.e., technology, food, media, etc.) that will in turn become the hidden currents we are searching for.
· Consumers are one of the most important aspects in interpreting hidden currents. They not only provide a target market for the product at hand, but they are also the sole provider of social and economical trends around the world. By looking at what choices (economical, political, social, etc.) propel the consumer to set these trends, we can determine the momentum behind the hidden currents and use them to forecast future consumer trends.
· Looking beyond the curve and anticipating trends can give us both competitive advantage in using our hidden currents and align our product with consumer’s preferences and demands. By using our trend analysis methods and looking at adoption processes, we can map out our hidden currents and establish the correlation between the consumer and different trends.

All of these steps will facilitate in the organization and planning of our project around Butler Bag. By following the guidelines listed above, we can easily interpret and use the hidden currents in fashion for the past and present forecast future trends. This will enhance and improve the Butler Bag and give our team a competitive advantage in gathering data and compiling our final project.

Progress Report:

PART I- RESEARCH: Gathering Data

Courtney Bunzel-

• Identify color trends for 1996-2000.
• Research Butler Bags and identify the key areas; color, price point, product lines, and sales.
• Scan the media, TV, music, movies, magazines, newspapers, etc.

Ashley Hamm

• Identify color trends for 2002-2006.
• Research Butler Bags’ competitors and other major designers.
• Observe surroundings.

Tamara Hall

• Identify color trends for 1984-1988.
• Begin taking photographs identifying cultural and social behaviors towards accessories.
• Identify overlapping tends and make charts.

Ning Lee

• Identify color trends for 1978-1982.
• Research consumer behavior.
• See what the target market would be best and investigate it.

Erin McCutcheon

• Identify color trends for 1990-1994.
• Gather information concerning the economic environment in 2010.
• Recognize patterns.

All Members:

• Identify color for 2010 from past data to discover the future direction
• Look at 2008 and how it relates to 2010.
• Transform data into knowledge.

PART II- TARGET MARKET: Gather data, analysis the data, interpret the data

As a team we will use our trend research as well as socio-economic research to identify an appropriate line of Butler Bags for our target market.

PART III- FORECAST FOR THE YEAR 2010: Presenting data in a clean professional way

Using the quantitative data from each year, we will discover patterns and hidden currents to successfully forecast for Butler Bags’ new line.

PART IV- DEVELOPMENT: Finishing our product line from our research

Prototypes will be sketched for the 2010 Butler Bag line.

Moody Jeans Poster Synthesis

Here is our team's Poster Synthesis for the years 1996 and 1998:

https://teamsite.oue.wsu.edu/progeval/amt/Shared%20Documents/Moody%20Jeans.pdf

To send our team feedback on our Poster, please click the link below:
feedback form

1994 vs.1996 vs.1998 Demographic, Geographic, and Consumer Behavior

From the Real Median Household Income graph, the income increased from 45,000 in 1994 to 48,000 in 1998, which indicates that the economy was booming, so does consumer confidence. Male and female earning increased around the same speed, but the earning of men was much higher than women since past decade. The consumer expenditure chart shows the change of expenditures from those years. In 1994, the expenditure was the highest reflected the growing economy. In 1998, the expenditure shrink more than half of the previous two years reflected the economy was slowing down and the coming of the recession in 2001.

Reference:

• http://www.erieri.com/newsletter/ volume 21, 36, and 37




• U.S. Department of Commerce, (2008, Aug 26). Household Income Rises, Poverty Rate Unchanged, Number of Uninsure Down. Retrieved October 13, 2008, from U.S. Census Census Bureau News Web site: http://www.census.gov/Press-Release/www/releases/archives/income_wealth/012528.html

Big Names in Designers for 1994 and 1996

1994 winners of the CFDA (Council of Fashion Designers of America) Awards
womens wear designer of the year: Richard Tyler
Perry Ellis Award for new fashion talent: Victor, Alfaro, Cynthia Rowley, Robert Massimo Freda
Cited for accessories: Robert Lee Morris, Gene Mayor

On the Street
Ralph Lauren employees wear T-Shirts that say "Fashion Targets Breast Cancer"
This becomes a 90's style statement

Calvin Klein named designer of the year for both men's and women's wear

1996 winners of the CFDA (Council of Fashion Designers of America) Awards
Donna Karan, Ralph Lauren, Helmut Lang, Daryl Kerrigan, and Arnold Scaasi

On the Street
movement of shopping for good causes continues in 1996,
Celebrities present consumers with opportunities to go on shopping sprees while benefitting AIDs organizations.

topics.nytimes.com/top/reference/timestopics/organizations/c/council_of_fashion_designers_of_america/index.html?offset=80&newsest&

2008 Fall Must Haves!

1. a great tailored jacket
2. a crisp, long sleeve white shirt
3. a black pant suit
4. a turtleneck sweater
5. a cashmere wrap
6. menswear print plaids
7. tall boots
8. pearls
9. sheath dress
10. leather tote bag

www.//fashion.about.com

Color and Material Comparisons

Grey shows up again as an important color not only of 1996 but also 1998 & 1994

Color of 1998:

During 1997, the fashion world screamed that “black was in fact the new
black”, but in 1998 color has changed once again. Now designers claim that “gray is the new black”, store racks are crammed with such unromantic shades as mortar, steel, nickel, plate, petrol, slate, and gunmetal. The warmth of camel, vicuna and mushroom and rich tones of loden, olive, Bordeaux and mahogany are in the picture.

Color in 1994:

In 1994 black continued to conquer all while other shades such as purple, reds, hunter green, browns, and grey made up the other color trends for the year.

Luxury fabrics, seen in 1996, such as fur have made a repeat performance in the year 1998, while 1994 lacked luxury fabrics and materials

Materials of 1998:

Fur has once again appeared in closets as a fashion staple. Fox, mink, sable, and even the faux stuff have returned from the dungeon of political correctness. Designers are trimming casual clothes with fur and dying it in shocking colors. Fur accents or trim can be found on skirts, sweaters, cloth coats, shoes and boots, handbags, shrugs, and scarves. Then there are the envelope-pushing designers who are creating actual clothing with fur: Fendi has a knee-grazing sable skirt, and Versace boasts a white mink tank-top (a splendid perversion of form and function). Mink now comes in electric blue and pale pink. One finds fur covering even the most banal objects. Fendi, again, produced a fox-covered wheelie (the popular carry-on suitcase that rankles airline crews).

Material in 1994:

During the 90’s grunge was all the rage, which led to many lower quality fabrics and materials gain in popularity.

-Leather, flannel, denim, wovens, lycra, fleece, and linen.

For more information about 1996 colors & materials

-Fur Flies. By: Nordlinger, Pai, National Review, 00280038, 12/31/1998, Vol. 50, Issue 25

-From black to gray, from short to long, fashion marches on. By: Gardner, Marilyn, Christian Science Monitor, 08827729, 9/2/98, Vol. 90, Issue 196

-Stylin' styles of the '40s are back. By: White, Renee Minus, New York Amsterdam News, 00287121, 06/25/98, Vol. 89, Issue 26

Pyschographic Data for 2008 and 1996

Psychographic data are particularly useful when it’s important to understand not just who buys, but why they buy and how the product or service fits into a customer’s overall lifestyle or consumption habits. For this reason, psychographics are often an important consideration in market segmentation. Psychographics are also useful for providing the insights necessary to craft advertising that focuses not on product attributes, but rather on the benefits that those attributes may provide to the buyer. For this reason, marketing, advertising, and psychographics are all inter-connected.

Psychographics alone, though, are usually not sufficient: many marketing issues, such as determining what market to target or planning a media mix, require demographic data. However, decisions about such issues tend to be more effective if the demographic data can be linked back to psychographic data. Therefore, it’s often useful to first identify the psychographic characteristics of the target market(s), and then to determine the relative prevalence of the characteristics among different demographic groups.
In relation to marketing, sales, and advertising in the 90’s and today, the industry can use past psychographic data to determine how the consumer will react to new trends, fashions, price points, etc. One new technology that consumers were new to was the advancement in the internet. Retailers could now access and observe consumers from the World Wide Web and keep consistent records of data to review and asses while making decisions on their next plan of business.

To truly get into the sub-conscious of the consumer, retailers and forecasters must think outside the box to get the answers they’re looking for. For example, in 2008 a poll recently released by the Consumer Reports National Research Center shows that 82% of consumers are concerned about their credit card numbers being stolen online, while 72% are concerned that their online behaviors were being tracked and profiled by companies. Also, according to Archstone Consulting, results of its 2008 Holiday Gift Card Survey predict that, in reaction to the faltering economy, consumers will spend less on gift cards in Holiday 2008 and will also shift their gift card spending towards household necessities such as groceries, and gas, or small indulgences such as dining at restaurants. These polls and surveys may be just predictions, but the forecast on for the fashion industry depends greatly on these findings. If these analyses are true, the U.S. will experience a huge slump in sales come the holiday season, forcing companies and designers alike to either push sales through marketing or cut back on inventory and markdown clothing line come Christmas.

http://www.scarborough.com/statshop/reports/Customer_Profiling.pdf

http://www.mediapost.com/blogs/research_brief/

Advertising/Marketing in 1996 and 2008

As the saying goes, “Sex Sells.” Not much has changed in the last decade. Aside from the new technologies that have expanded the world of advertisement, marketing campaigns and ads have similarities linking them past today and 12 years ago. The trend now in 2008 is more “deco” than flashy. iPod commercials with only music as the star, fragrance ads that insinuate romance and love, and uber sexy fashion billboards that line the streets of any major city are cutting back on engulfing valuable space with words and appealing to the consumer through imagery. For example, in the mid-1990’s, high-end designers such as Emanuel Ungaro and Gucci drove the sexuality through the roof with several advertisements that not only displayed models posing in provocative ways but had no shame in doing so without their name plastered all over the ads. It is about minimal brand name with maximum product placement. And popular advertising companies such as Select agencies and Kirshenbaum Bond & Partners pay top dollar to see it all happen. Boosting sales into the millions just by placing the right ad in the right place at the right time only one benefit for brand name designers and lines.

There is also controversy about a health issues relating back to the consumer and the name it’s connected to. The fashion industry was thrown into a media frenzy in 1996 and again in 2006 when super-skinny models were under scrutiny for their “too thin” look. Giles Rees, the British marketing manager for the Omega Watch Corporation, a unit of the SMH Swiss Corporation nearly pulled his advertising contract with British Vogue in the summer of ’96 when he discovered photo spreads of two well known models looking “sickly thin” and that he was "appalled" by the "extremely distasteful" pictures of the models -- not just because they were so thin but because the layouts "made every effort to accentuate this attribute."
The body image controversy made headlines again in 2006 when super model Luisel Ramos died of heart failure because of her extremely low weight. Shortly in Madrid, Spain, the world’s first ban on overly thin models was put into affect because of the influence the models may or may not have over young teens. "Fashion is a mirror and many teenagers imitate what they see on the catwalk," said regional official Concha Guerra.

http://query.nytimes.com/gst/fullpage.html?res=9E02EFDD1E39F930A35755C0A960958260&sec=health&spon=&pagewanted=2

Economy 1996 and 2008

There are several factors to consider when it comes to correlating the economic status of the U.S. and the fashion industry that we encounter every day. One factor is connected directly to the time of year and year itself. Back in 1996 and now in 2008 elections were/are being held to determine the next president of the United States of America. As mentioned in the Politics Section of our blog, the current candidates are Senator Barack Obama and Senator John McCain. Both candidates speak passionately about America’s main concerns such as Social Security, tax cuts, and primarily the economy. Right now, America is not only experiencing the harsh blow of a recession but our situation with the market and financial institutions has been described as “the worst financial crisis since the Great Depression.” How does this relates back to the fashion industry? Everything from apparel sales to the actual designs that struck down the catwalk this season are affected by the economic outcome in the U.S. American consumers have curbed their spending in recent months as a decline in the housing market has taken hold. Shopping over the Christmas retail season (2007) was the worst in five years, even hitting luxury names like Saks, Tiffany and Richemont, parent company of Cartier, Van Cleef & Arpels and other top-end brands. This has forced designers and retailers alike to cut spending on a advertisements, textiles , and employment. Aside from cutting orders, the economy is also influencing the designs themselves, some designers say. "If anything, people will be more desperate to get attention that they think is going to generate business," said David Wolfe, creative director of Doneger Group, a New York trend forecasting company. And because of the hype of the election, more designers are incorporating red, white, and blue colors into the designs in hopes of seeing an increase in interest in both fashion and politics.

Because of the economic fall out in this past year, retailers look to past to conduct a proper forecast for sales and marketing performance. According the the WGSN website, The State of Retailing Online 2008, the 11th annual Shop.org study conducted by Forrester Research, 72% of online retailers believe that online is better suited to withstand an economic slowdown than offline channels and find an optimisitc outlook for online shoppers. This optimistic outlook is driven primarily by past results. According to the report, 81% of online retailers surveyed reported that their e-commerce business was profitable in 2007, and 75% were also more profitable last year than in 2006. Almost half (49%) of online retailers said that their average conversion rate in 2007 was higher than in 2006, and that 36% of total sales for the online retailers were driven by repeat customers —higher than in 2006. However, despite the projected forecasts for the effect of the economy on the fashion world, the report advises that online retailers must still execute well to capture possible sales. Additionally, it cautions that those sales may not necessarily be the highest-margin revenue due to increased input costs and the pressure to offer promotions such as free shipping.

http://blogs.wsj.com/economics/?s=economy+tax+rebates

http://www.iht.com/articles/2008/02/03/style/rparty.php

http://www.wgsn-edu.com/edu/edu-members/

In 1996, however, the economic stimulus was looking much more positive in more ways than one. Indeed was an election year and it was determined by many that the deciding factor in the presidential campaign between Bill Clinton and Bob Dole would be the economy and how each candidate would improve on it in the next 4 years. And while the economy was not in full blown recession as is happening now in 2008, the fashion industry still relied heavily on the economy’s ever-changing direction to determine what would be in or out.

2008 Behavioral, Demographic and Geographic

Demographic and Geographic datas-

• Income
  Real median income (adjusted for inflation) for black and non-Hispanic white households rose between 2006 and 2007, representing the first measured real increase in annual household income for each group since 1999.
  Real median household income remained statistically unchanged for Asians and Hispanics.
  Among the race groups and Hispanics, black households had the lowest median income in 2007 ($33,916). This compares to the median of $54,920 for non-Hispanic white households. Asian households had the highest median income ($66,103). The median income for Hispanic households was $38,679.

• Income by States
  In the 2007 American Community Survey, median household income ranged from $68,080 for Maryland to $36,338 for Mississippi.
  Median household incomes for 18 states and the District of Columbia were above the U.S. median in 2007, while 29 states were below it. Real median household income rose between the 2006 ACS and the 2007 ACS for 33 states, while one state (Michigan) experienced a decline.
  For counties with 250,000 or more people, median household income ranged from $107,207 for Loudoun County, Va., to $29,347 for Cameron County, Texas. (Median income for Loudoun was not significantly different from that for Fairfax County, Va. In addition, median income for Cameron was not significantly different from that for Hidalgo County, Texas.)

• Earnings
  Connecticut, New Jersey, Maryland, Massachusetts, New Hampshire and Alaska had median earnings above $50,000 for men who worked full time, year-round in the 2007 ACS. No state had median earnings for women above $50,000, but the District of Columbia, Maryland, New Jersey, Massachusetts and Connecticut had median earnings for women who worked full time, year-round above $40,000.
  For each of the 50 states, women had lower median earnings than men in the 2007 ACS. The District of Columbia had the highest ratio of women’s-to-men’s earnings (93.4 percent). In fact, there was no statistically significant difference between women’s and men’s median earnings in Washington, D.C.

U.S. Department of Commerce, (2008, Aug 26). Household Income Rises, Poverty Rate Unchanged, Number of Uninsure Down. Retrieved October 13, 2008, from U.S. Census Census Bureau News Web site: http://www.census.gov/Press-Release/www/releases/archives/income_wealth/012528.html

Consumer Behavior-

In 2008, consumers continue to have high expectations for companies, even during poor economic climate. The sag in overall economic environment decreased the consumption and saving money becoming the new shopping philosophy. Companies offer goods full of variety and different price range in order to attract consumer’s attention. Online shopping grows fast than the past. Consumers place the order online and the sellers don’t need to provide a physical store, both save a lot of time and labors, and gasoline to drive around. “More than half (52 percent) of Americans feel companies should maintain their level of financial support of causes and nonprofit organizations. Another quarter (26 percent) expects companies to give even more. They will reward companies that give back both with their goodwill and their wallets:

• 85% of Americans say they have a more positive image of a product or company when it supports a cause they care about (remains unchanged from 1993) 85% feel it is acceptable for companies to involve a cause in their marketing (compared to 66% in 1993)



• 79% say they would be likely to switch from one brand to another, when price and quality are about equal, if the other brand is associated with a good cause (compared to 66% in 1993)
  
  
• 38% percent have bought a product associated with a cause in the last 12 months (compared to 20% in 1993).”
  

Cone LLC, (2008, Oct 01). Corporate Social Responsibility News. Retrieved October 12, 2008, from CSRwire Web site: http://www.csrwire.com/News/13326.html

Comparison of 1996 and 2008 Fashion Trends and Styles

Similarities

Apparel: wide legged pants, bright bold colors, high wasted pants, elegant floor length dresses, more recently attracted to grunge and moving more toward big name designers, no more baby doll dresses and empire waists.

Colors: bright and bold

Hair: boy short crops

Differences

Apparel: dressing like a woman as opposed to dressing like a man, boho as opposed to power suits and simple styles, patterns and geometrics opposed to monochromatic, chunky art deco jewelry opposed to simple or no accessories.

“Women are going to be updating their wardrobes with slim fitting sheath dresses, sleek high wasted pants and bright bold colors. It’s all about elegance, uncomplicated luxury that flatters the body. No more baby doll dressed; women want to be sexy and sophisticated in 2008. Just make sure to still have fun with it and personalize your look with fun accessories or sexy bedroom hair.”

2008 ins & outs

IN

Wide legged pants
Sheath dresses
Dressing like a woman, sheer, sexy
Bright bold colors
Highly textured fabrics
High waisted jeans
Gucci’s indy bag
Chunky art deco jewelry
Motorcycle boots
War time lady meets boho

OUT

Skinny jeans
Dresses with empire waist
Dressing like a little girl
Neutrals
Fabrics without embellishment
Man trouser for women
Slouchy hobo bags
Hippie beads and bangles
Swede slouchy boots

“Sheer pleasures of being a lady return” USA Today, 07347456, January 2, 2008

1996 Politics, Culture, and Social compared to 1994, 1998 and 2008

In 1996 presidential elections took place and now in 2008 we are electing our next president. In 1994 there was a bombing on the World Trade Center and later in 2001. Clinton was accused of sexual harassment in 1994 and later Clinton has an affair in 1998.

1994 Politics: Four people were convicted in the World Trade Center bombing. Clinton is accused of sexual harassment. The US Supreme Court approves limit on abortion protests. Senate confirms Stephen G. Breyer for Supreme Court. U.S. sends forces to the Persian Golf. Thousands die in a Rwanda massacre.

Reference and more information: http://www.infoplease.com/year/1994.html

1996 Politics: November 5, 1996 was Election Day and Bill Clinton from Arkansas won, making Al Gore vice president. Bill Clinton’s opponent was Republican Bob Dole from Kansas, and his right arm was Jack Kemp. Bill Clinton won the electoral votes (379) and the popular votes (47,402,357). Republican presidential candidate Bob Dole trailed Bill Clinton by 22 points in the September Field Poll. The dwindling support for Dole is likewise evident even in Republican strongholds such as Orange County, Riverside and San Diego Counties. Clinton leads Dole in issues such as education and seems quite confident that the economic stability of California would reflect well on him. Competition for control of the congressional delegation, which is evenly split with 26-26 at pre-election time, is not as conclusive. Democrat Bill Clinton defeats Republican Bob Dole. By winning it made it Bill Clintons second term in office. Bill Clinton appoints Madeleine Albright as the first female as the United States Secretary of State. Clinton bands on late-term abortions.

Reference: California Journal, http://www.presidentelect.org/e1996.html.

1998 Politics: President is accused in White House sex scandal. US Supreme Court rules line-item veto unconstitutional. President outlines first balance budget in thirty years. Clinton denies allegations of affair with White House intern, Monica Lewinsky. House impeaches President Clinton along party lines on two charges, perjury and obstruction of justice.

Reference: Information Please:1998

2008 Politics: The US presidential election of 2008 is still in progress. Republican John McCain (from Arizona) is running for president against Democrat Barack Obama (from Illinois). If McCain wins the presidential election the new Vice President will be Sarah Palin. However, if Obama wins the presidential election Joe Biden will be the new vice president. The 2008 election is particularly notable because it is the first time in U.S. history that two sitting senators will run against each other for president. Also it is the first time an African American is a presidential nominee for a major party and a woman nominee for vice president. Obama leads McCain among likely U.S. voters 48 percent to 45 percent in the national poll, which has a margin of error of 2.8 percentage points. Four percent of voters said they were still undecided.

Reference: Obama has 3-point national lead on McCain.

When comparing 1996 to 2008 one can see that short hair was popular in both years. Bangs tossed to the side are now even more accepted now than back in 1996. The slim silhouette is still fashionable as it once was in 1994 and 1996.


1994 Culture: Heroin Chic is a fashion term for pale, skinny models with dark sunken eyes and fine, blow-away hair. Models looked ill and they were really taking lots of drugs. Models in 1994 were no more bulimic, nicotine-soaked or coked-up than before. Designers simply had a new look - and needed a catchphrase for it. 1994 the year of the wonderbra. Prozac started as a treatment for depression and ended up a fashion accessory for the trendy end of Generation X.

Reference and more information: http://www.bbc.co.uk/cult/ilove/years/1994/fashion.shtml

1996 Culture: Woman in the year 1996 had very short boyishly close-cut hair. It helped be a sleek way to top off the season’s slim silhouette. The body image was a long and lean look. Women also wore suits with button up shirts. Sometimes women would wear shirts as a dress or as a jacket. Chinese motifs and silhouettes are strong influence on designers. Many designers incorporate Chinese elements in their lines.

1998 Culture: Hairstyles include big bold streaks and colored mascara for your hair. Short hair is still common among women. Sheer fabrics, metallic, active wear, lace and crochet and denim were fashionable.

2008 Culture: Fashion takes an exotic turn with an explosion of tribal looks. Popular styles are delicate fabrics, short sleeves, wide leg and flared pants, scarves, and tuxedo jackets for men and women. The crop, the bob, the fringe are all working their way into the year's trends, while hair styles include soft and feminine and elegant side parts.


Reference: http://www.fashionising.com/industry/b--2008s-Fashion-Hair-Beauty-Trends-948.html

In 1996 and in 2008 the Olympics took place. Global warming becomes an even bigger issue in 2008.

1994 Social: Kurt Cobain kills himself when he was 27. Steven Spielberg wins his first Oscar for Schindler’s List. Tom Hanks wins his second Oscar in Forrest Gump. Whitney Houston won album and record of the year. The most popular song of the year was “A Whole New World” from the movie Aladdin. Dallas (30) and Buffalo (13) competed in the Super Bowl. Olympic figure skater Nancy Kerrigan was attacked. There is a major league baseball players strike. O.J. Simpson is arrested for killing his wife and friend.

Reference and more information: http://www.infoplease.com/year/1994.html

1996 Social: Dr. Ian Wilmut cloned the world's first sheep from adult cells. The lamb was named Dolly in 1996. Global warming climbs to a record high. Janet Jackson becomes has paid musician in history when she signs an $80 million dollar deal. An Oscar and an Academy award goes to the movie Braveheart for best picture, which stared Mel Gibson. Album of the year was Jagged Little Pill by Alanis Morissette. Dallas played Pittsburgh in the Super Bowl (27-17). It was the year of the Olympics, which took place in Atlanata. Tamagotchis, electronic pets, become the trendy toy.

Reference and more information: http://www.answers.com/topic/1996#art1996. 2008. Infoplease. 23 Sep. 2008 .

1998 Social: Denver(31) and Green Bay(24) compete in the Super Bowl. The movie Titanic wins eleven Academy Awards. Titanic becomes the highest-grossing film of all time, ranking in more than $580 million domestically. The TV show Seinfeld ends. Frank Sinatra dies of a heart attack. The year of the Furby and Beanie Babies are the new craze.

Reference: Information Please and Answers.com

2008 Social: The summer Olympics were held in Beijing from August 8 to August 24. A total of 10,500 athletes competed in 302 events in 28 sports. Miley Cyrus is a Disney star, who won popularity among young girls and has her own line of clothing. Popular movies in 2008: Dark Knight, Indiana Jones and the Kingdom of the Crystal Skull, Wall E, Iron Man, and 10,000 BC are some of the many popular movies of 2008.

Reference and more information:
http://www.infoplease.com/world/events/2008/jan.html
http://www.infoplease.com/world/events/2008/

Media & Celebrities

Top 10 Songs of 1996
1. Everything but the girl- Missing
2. Blackstreet- No Diggity
3. Smashing Pumpkins-1979
4. Fugees- Killing Me Softly
5. Collective Soul- The World I Know
6. Los Del Rio- Macarena
7. Tracy Chapman- Give Me One Reason
8. Dishwalla- Counting Blue Cars
9. Oasis- Wonderwall
10. No Doubt- Don't Speak

People Magazine Covers of 1996

1996 Consumer Behavior

Behavioral: According to the American Marketing Association, consumer behavior is summarized as “The psychology behind Marketing and the behavior of consumers in the Marketing environment.”(Resource Library-Dictionary) In one of the early visualization of diffusion model--the Bass model (1969)—it analyzed the consumption of consumer goods by a two-step flow. The first step is impersonal influence that consumers are affected by the mass media. The second step is personal influence that consumers observe and study the environments and the social groups. (Brannon 54-55) In 1996, the monochromatic suits, durable casual wear, and strong and bright color dominant the fashion market and consumer shopping bags.

Brannon, Evelyn L.. Fashion Forecasting. 2nd. New York: Fairchild Publications, Inc., 2005.
"Resource Library-Dictionary." Marketing Power. 2008. American Marketing Association. 28 Sep 2008 .

1996 Psychographic, Advertising/Marketing, and Economics

Psychographic: The values in the 90’s, particularly in 1996, were mostly body concerned. The supermodel era was beginning and women were conscious of their weight and how their body looked in clothing. This affected the mentality of the consumer and the sale of fashion during this time.

Advertising/Marketing: Sexuality and nudity was a huge part in advertising in 96’. In relation to the psychographic information, body image and the lack of diversity in ads were both related. There was also a masculine trend during 96’ with fashion and it showed through in the advertisements in relation to the look of models, poses, and accessories in the marketing campaign.

Economic: The year 1996 was an election year in America. Past elections have shown a rising trend in economical status during this time. Although 2008 could be the exception, this rise in economical status affects consumer confidence and can have positive effect on the market in general.

1996 Trends, Competition, and Designers

Trends: A dominating trend that took place in 1996 was monochromatic suits. Everything was business like and matching in color. Dresses were also relevant but only for big events; people wore long gowns that were advertised often. Moreover it was the year of pro choice for women in fashion, pants, pants, pants were everywhere. Women wore pin striped, trouser suits and dressed very masculine with loafers as well. Flat shoes, opaque tights, tight jeans, thong sandals and slouchy shoulder bags were trends in 1996.

Competition and Designers:
The big names in designers were Ralph Lauren who was in competition with Tommy Hilfiger, Louis Vuitton, Giorgio Armani, Marc Jacobs, Michael Kors, Dolce, Isaac Mizrahi, John Gallino, Helmet Lang, Tom Ford, Dior, Anne Klein. Also, Fendi was in competition with Versace, Gucci, and Dior for handbags. In addition, Nike and Adidas were competitive. It was a huge year for Nike and Adidas being that it was the year of the Olympics. One thing very different about the year 1996, compared to the present, was the advertisements of designers. The advertisements are very “normal” with little creativity. They are plain and simple, which is very different than what we are used to today. Today ads are funky, eye catching and involve anything to draw attention.

1996 Color and Materials

Color: Monochromatic color and a graduation on one color is key, especially all shades of green, blue, red, purple(especially electric purple),orange and grey. Suits became a huge sensation with the simple black know be replaced with grey. Plaids, stripes and floral prints were also very popular.“Strong lines with lots and lots of color.” –Gianni Versace
During the Academy Awards in 1996 celebrities showed up in every color of the rainbow, "They want lavender. They want ice blue. They want lemon yellow," says designer Pamela Dennis, who thinks the rage for shiny satin may be fueling the trend.

Materials: Many materials were used during this period; leather and tweed were common along with khaki and linen. The coat became a constant in 1996's fall/winter lines. These coats had an emphasis not only on tailoring but on richness in fabric such as velvet, suede, leather, shearling, and real fur.
When it comes to shoes, boots any length mostly square or round toe, suede is the number one material.

2008 Color:

"2008 is not going to be a year for the style-shy. Colors are rich, florals are big and bold, and silhouettes are stronger than ever. There's also a new idea of sexiness and femininity -- it's not the cartoonish, over-the-top spectacle it was in years past. Designers are redefining what it means to have sex appeal, and it's definitely not just about decolletage."

From fashiontribes.com:

Vibrant Snorkel Blue, a favorite this season among designers, is a dependable navy, but spiced up with more animation and sophistication. The cool blue undertones Pink Mist pair perfectly with any color in the palette for a feminine look, and provide a refreshing complement to Daiquiri Green, a brighter version of the popular earth-tone yellow-greens naturally associated with eco-awareness. Warm, cheerful Freesia is an uplifting and inviting color to which people are instinctively drawn; it is also a hue that that allows for diverse accessorizing opportunities in jewelry and shoes.

Brighter reds such as provocative Rococco Red are also in favor this spring, and the deep pink undertones of flowery Spring Crocus make it among the prettiest, most wearable purples. Against neutrals, luscious Cantaloupe proves warm and nurturing...& a great addition to any wardrobe, especially when paired with delicious chocolate browns. Glitzy Sliver Gray has a sheen reminiscent of the popular metallics that add a touch of excitement to any outfit. With its beautiful undertones, Croissant is a delicious base for spring's more exciting accents. Trans-seasonal Golden Olive is another distinctive & tasteful addition to 2008's newest shades.

2008 Materials

In 2008, sheer fabrics are back you'll find sheer fabrics used in a multitude of ways: tight sheer pieces, layers, and the much sought after delicate, feminine draping. Fur has also has reappeared from scarfs to full-length coats.

References:

-Separates simplify style this season. By: White, Renee Minus, New York Amsterdam News, 00287121, 12/14/96, Vol. 87, Issue 50
-The rainbow connection. By: Pener, Degen, Murphy, Maggie, Entertainment Weekly, 10490434, 04/26/96, Issue 324
-The sheer pleasures of being a lady return USA Today, 07347456, JAN 02, 2008
-http://fashiontribes.typepad.com/main/2007/09/pantone-unveils.html

1996 Politics, Cultural, and Social

Politics: The US presidential election in 1996. Democrat Bill Clinton defeats Republican Bob Dole. By winning it made it Bill Clintons second term in office. Bill Clinton appoints Madeleine Albright as the first female as the United States Secretary of State. Clinton bands on late-term abortions.

Cultural: Woman in the year 1996 had very short boyishly close-cut hair. It helped be a sleek way to top off the season’s slim silhouette. The body image was a long and lean look. Women also wore suits with button up shirts. Sometimes women would wear shirts as a dress or as a jacket.

Social: Dr. Ian Wilmut cloned the world's first sheep from adult cells. The lamb was named Dolly in 1996. Global warming climbs to a record high. Janet Jackson becomes has paid musician in history when she signs an $80 million dollar deal. An Oscar and an Academy award goes to the movie Braveheart for best picture, which stared Mel Gibson. Album of the year was Jagged Little Pill by Alanis Morissette. Dallas played Pittsburgh in the Super Bowl (27-17). It was the year of the olympics.

referance and more information:

http://www.answers.com/topic/1996#art1996. 2008. Infoplease. 23 Sep. 2008 .

1996 Geographic and Demographic

The annual reports of costs, wages, salaries, human resource statistics covering 298 U.S. and Canadian Cities. From those data, we can relate income with the consumption in 1996. Asians and Pacific Islanders had the highest median household income among race. White households took the second highest, followed by Hispanic households and Black households.

http://www.erieri.com/newsletter/ volume 27 and 29
http://www.census.gov/prod/3/97pubs/P60-197.PDF