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Butler Bag Forecasting Challenge Fall 2008

Forecasting Surveyfeedback form

Purse Survey Result

Purse Survey
1. When did you last buy a purse?
2. What type of purse is it? (handbag, clutch, ect.)
3. Why did you choose to buy the purse?
4. How much did you spend?
5. How did you purchase this purse? (online, in store, in catalogue?)
6. Is there anything you would change about your purse?

2-Oct
Handbag (big)
Impulse
$20
In store
No

a year and a half ago
Handbag (big)
Lifestyle-based (looked for what she needed)
$20 with a discount
A purse party that she hosted
Would make it bigger

Aug-08
Handbag (big) (leather)
Need/Impulse
$60
In store
No

Was given 2 purses in Sept
Clutch & Large tote as a diaper bag
Things she chose for herself. Wanted & needed
Clutch $100, Large tote $425
In Store
No

Apr-08
Handbag
Impulse
$25
In store
No

Apr-07
Small Handbag
Impulse (style and leather)
$100
In Store
More room for coin purse

3 years ago
Handbag
Replacement
$35
In Store
No

2006
Handbag
Fit my needs
$50-75
In Store
Everything (not happy at all)

Jun-08
Handbag
Price and Material
$25
In Store
No

Jun-07
Handbag
Good bargin/Impulse
$10
In Store
No

Apr-08
Clutch
Impulse
$30
In Store
A little Small

Gift May 2008
Handbag (knockoff)
Color, Impulse
$20
Street Vendor in DC
A little Small

Inspiration

Our inspiration came from the recession of the economy. With an economic crisis upon us people have less disposable income but no one like to sacrifice fashion for the sake of the economy, so we found a way around this problem. Offering Butler Bag’s same ideas and concept but at a lower price point. This way people are able to afford such a bag even under these pressing times. We thought this would be great way to hook the consumer. When economic times begin to rise again the consumer will be hooked on the Butler Bag product but be able to afford the real deal.
We were also inspired by the pictures that we took from around our different living environments.

Economics in 1990

• The year 1990 had two sides when looking at the economy.
• The stock market can help predict the economies future. So, from the chart below, it is divided in half. One half of the year in 1990 expanded, where as the other portion began the recession.

• The decline of jobs in America only came months into the recession.
• In addition when Americans sense the economy is weakening they start to decline the purchase of new homes. This became apparent 8-12 months prior to the recession.

The recession of the end of 1990 lead into the year of 1991. Although it was a minor slump in the economy for Americans, some of it can be overlooked due to the expanding stock market. The economy has key indicators to look into when spotting the next recession. Some key attributes that lead to the 1990 recession can be also seen for the recession in 2008.

(Source: Recession Predictions: A Mug's Game?)

1990 U.S. Politics

1990 U.S. Political Overview

· On June 26, President Bush reverses his campaign pledge "Read My Lips, No New Taxes" by agreeing to raise taxes in order to lower the federal deficit.
· On July 26, President Bush signs the landmark Americans With Disabilities Act.
· On August 7, following Iraq's invasion of Kuwait on August 2, President Bush orders the deployment of American troops to the Middle East.
· On August 22, President Bush calls up United States military reserves.
· On November 8, President Bush orders further military deployments to give "offensive options" to American forces in the Middle East.
· On November 20, a suit is filed by forty-five liberal Democratic legislators demanding that President Bush seek Congressional approval for military operations, but the suit is thrown out of court.

Major Initiatives

Bush signed a number of major laws in his presidency, including the Americans with Disabilities Act of 1990; this was one of the most pro-civil rights bills in decades. He worked to increase federal spending for education, childcare, and advanced technology research. In dealing with the environment, Bush reauthorized the Clean Air Act, requiring cleaner burning fuels. He quarreled with Congress over an eventually-signed bill to aid police in capturing criminals, and signed into law a measure to improve the nation's highway system.


George H. W. Bush's Approval Rating


Citation: http://www.enotes.com/1990-government-politics-american-decades/important-events-government-politics

Strategic Plan for 2008 Data

What are we looking for?

We’re looking for things that inspire us. We want to observe people already in the Butler Bag target market, as well as in other markets Butler Bag has yet to reach.

How do we get this done?

We’ll be finding the zeitgeist, researching the trend and outliers to find what would work for this project. Each team members has five items to research for the year 2008, so can forecast for the year 2010. Throughout our research we will be identifying problems, asking questions, continuing to look for things that inspire us, and backing up what we find with data. We will be keeping a continuing log on the data we find, and will be reviewing what other groups have found so we are able to accurately forecast for the year 2010.

Here is a breakdown of what each group member is responsible for:

Jessica:
Color
Interior/Exterior Architecture
Technology
Regional
Men’s Lifestyle
1978, 1980, 1982

Abigail:
Styles
Target Market and price points
Food
Major Designers
Bottles
Women’s Lifestyle
1984, 1986, 1988

Tegan:
Trends
Media
Cotton Inc.
Accessories and Cell Phones
1990, 1992, 1994

Kaitlyn:
Outliers (What is not mainstream)
Politics
Entertainment
Environment
Fibers Sports
1996, 1998, 2000

Nicolle:
Finish
International
What’s Selling in the Industry
2002, 2004, 2006

*We will also be looking at Butler Bag, their competition, target market, and price points as a team.

When to get things done?

Because our progress report is due October 31st, we’ll have a team meeting on October 29nd to compile our data. Our Quantitative Data Synthesis is due November 14th, so we will have another group meeting November 9th to make sure we have all the data we need.

Over The Top Synthesis

Here is the link to our synthesis.

You are able to evaluate our synthesis poster through the link below.
feedback form

Thank you all for supporting our team!
~Over The Top

Technology in 1990

Technology and Advancements

The greatest major advancements in technology started with the launching of the Hubble Telescope into orbit by the Space Shuttle Discovery on April 24, 1990. It is a space telescope, roughly the size of a modern school bus that is known as the largest and one of the most important orbit research tools. It is the most sensitive and complex space observatory ever constructed, allowing astronauts to view the universe in a much more accurate way.

Another great advancement in technology was made by Tim Berners-Lee, a computer scientist who published a formal proposal for the World Wide Web, and then goes on to write the first web page (also known as the web client and server) ever written in December, 1990. He was named one of the top 100 people in Time Magazine's "Time's 100, The Most Important People Of The Century," as the man who invented the Internet's World Wide Web.
These, along with other updated versions of television, computer, and other personal entertainment items are all included in technology of 1990.


http://www.infoplease.com/ipa/A0193553.ht
http://www.time.com/time/time100/scientist/profile/bernerslee.html
http://www.welovemobile.co.uk/blog/wp-content/uploads/2008/05/hst2.jpg
http://www.sfgate.com/blogs/images/sfgate/techchron/2006/06/22/vert.tim.berners.lee.jpg

Pop Culture

People Magazine is a good indicater of what the American public is thinking. These topics show that, while the country was still interested in celebrities and Hollywood, there are small indicaters that the country is shifting from the high-glam era of the 1980's to the minimalism that would become very popular in the mid-1990's.

• Rocker Rod Stewart marries model Rachel Hunter
• Beverly Hills 90210 debuted
• Patrick Swayze, Julia Roberts, Delta Burke, Princess Caroline, and MC Hammer are names the 'Most Intriguing People of 1990'
• People Magazine published the article ‘Above and Beyond’ about people who go out of their way to better the lives of others
• New Kids On The Block became the “Biggest teen sensation” of the decade
• Readers of People Magazine sent in their votes for the 1990 ‘Who’s In and Who’s Out in 1990’ article. Along with finding that readers opinions on popular celebrity figures, People learned that people in America wanted to “Improve their body and mind”, get more sleep, have more sex, and do more to give back to their community. This response shows that America is moving into a “no-glitz”, exercise-more, and eating-better minimalism of the 1990’s.

Information was found in People Magazine Archives

Outliers

· 1990 began with a blaze of color. Many vow they will no longer wear black.
· Lycra dance tights in a wide range of bright colors.
· YSL’s spring collection was inspired by cultures from all across the globe.
· Asymmetrical collars and hems slash the body into new architectural proportions.
· The bare midriff.
· Brightly colored pashmina shawls.
· Boots made a major return. Important styles ranged from thigh-high boots to hiking boots.
· Manolo Blahnik low heeled satin slingbacks.


Pure Pashmina Cashmere Stoles Wraps and Scarves



Citation: Survey of Historic Costume: A History Of Western Dress by Phyllis G. Tortora and Keith Eubank
http://www.youtube.com


1990 10 Best Cars

1. 1990 Acura Legend Coupe
2. 1990 Diamond-Star Turbos
3. 1990 Ford Taurus/Mercury Sable
4. 1990 Honda Accord
5. 1990 Honda Civic
6. 1990 Lexus LS 400
7. 1990 Mazda MPV
8. 1990 Mazda MX-5 Miata
9. 1990 Nissan 3002X/3002X Turbo
10. 1990 Nissan Maxima SE

Top Selling Cars

1. Honda Accord
2. Ford Taurus
3. Chevrolet Cavalier

Citation: http://www.caranddriver.com/reviews/hot_lists/high_performance/best_worst_lists/1990_10best_cars_10best_cars

Fiber and Fabric

Fibers and fabrics play a very vital role in the apparel industry. They must be researched extensively when producing a new product or line. The trends of fabric in 1990 closely relate to the fabric trends of today. Stretch fabric has become a staple fabrics used by many manufacturers today.

· Waterproof but breathable fabrics were used for running, biking, backpacking, camping and hiking.
· Ultra fine microfibers made of nylon and polyester were used to make high performance, water-resistant, soft fabrics for skiwear and other active outdoor sports.
· Stretch fabrics became a major factor in fashion.
· Garments made from Tencel and other trademarked lyocell fibers became widely available.
· High tech and manufactured fabrics contributed to new fashion ideas in fashion, but it was a natural fiber that was one of the most important fashions in 1990: cashmere.
· The cashmere pashmina had an elite status.


The advancements made in 1990 have brought us to the level that we are at today. All of the fabrics we see previously listed are fabrics we still see a lot of in 2008. Some have been altered or change but they are still closely related.

Citation: Survey of Historic Costume: A History Of Western Dress by Phyllis G. Tortora and Keith Eubank

Spider Silk Discovery

In early 1990 the Army unraveled a secret about spider silk stronger than steel. A scientist successfully engineered a gene for spider silk into a bacterium that produces fiber stronger than a silkworm's silk, far stronger than steel. The military hoped to use the new fabric for bulletproof vests, helmets, parachute cords and other strong, light equipment.

Citation: ASSOCIATED PRESS Published on February 27, 1990, Page 3A, Miami Herald, The (FL)


The U.S. Industrial Fabrics Market: Nonwovens And Conventional Textiles Combine For $4 Billion Business

Civil engineering fabrics are forecasted to lead growth in what has become a significant textile segment; nonwovens will continue to play a vital role through a combination of engineering, performance and cost benefits Civil engineering applications will lead the healthy industrial fabrics market to steady growth through the middle of the 1990's. Volume for the market as a whole is forecasted to rise 41%, from 1.42 billion sq. yards in 1988 to two billion sq. yards in 1993. In value terms, the increase will be 45%, from $2.79 billion to $4.06 billion.

Citation: Nonwovens’ Industry Magazine, May 1, 1990

Entertainment

Events

· The X rating is replaced by NC-17 (no children under 17).
· Ninety-nine percent of U.S. households have at least one radio, with the average owning five.
· The Simpsons debuts on Fox and becomes an instant hit.
· Euro dance band Milli Vanilli admits to lip-synching hits such as "Girl You Know Its True," and has its Grammy award revoked.
· Seinfeld debuts on NBC.
· Entertainment Weekly hits newsstands.

Movies

· Dances with Wolves
· GoodFellas
· Henry and June
· Reversal of Fortune
· Pretty Woman
· Ghost

Books

· Robert Bly, Iron John
· A.S. Byatt, Possession: A Romance
· Alice Munro, Friend of My Youth
· John Updike, Rabbit at Rest

Pulitzer Prizes

Fiction: The Mambo Kings Play Songs of Love, Oscar Hijeulos
Music: Duplicates: A Concerto for Two Pianos and Orchestra, Mel Powell
Drama: The Piano Lesson, August Wilson

Academy Award Winners

Best Picture: Driving Miss Daisy, Richard D. Zanuck and Lili Fini Zanuck, producers (Warner Bros.)
Actor in a Leading Role: Daniel Day-Lewis, My Left Foot
Actress in a Leading Role: Jessica Tandy, Driving Miss Daisy

Grammy Winners

Record of the Year: "Wind Beneath My Wings," Bette Midler
Album of the Year: Nick of Time, Bonnie Raitt (Capitol)
Song of the Year: "Wind Beneath My Wings," Larry Henley and Jeff Silbar, songwriters

Top Ten Songs of 1990

1. Hold On, Wilson Phillips
2. It Must Have Been Love, Roxette
3. Nothing Compares 2 U, Sinead O'Connor
4. Poison, Bell Biv Devoe
5. Vogue, Madonna
6. Vision Of Love, Mariah Carey
7. Another Day In Paradise, Phil Collins
8. Hold On, En Vogue
9. Cradle Of Love, Billy Idol
10. Blaze Of Glory, Jon Bon Jovi


Citation: http://www.movie.gospel.no/film/years/1990.asp
http://www.imdb.com
http://www.musicoutfitters.com/topsongs/1990.htm

Politics and The Environment

Environmentally Friendly

January 1990's issue or Harper's Bazaar was focused on our environment and the preservation of it. The articles discussed the future of our environment and what we should be doing to conserve it. This has been an issue for some time now and is going to continue to be an issue until we have accomplished enough of a change.
The 1990 January issue of Harper’s Bazaar was earth alert month. The author was alerting the magazines readers to what must be done to protect our environment—recycling, conservation, and restoration. This is an example of the earlier stages of "going green". American’s were finally becoming more troubled about the environment, more aware of the products that threaten nature and their own well-being. At the beginning of 1990 the beauty and fashion industries really started to make an effort and respond to this with healthy, innovative alternatives. That was just the beginning; we have continued to find safer and environmentally friendlier alternatives to this day. This is an example of a trend circulating. Being environmentally friendly was a large trend in 1990, it then died out to some degree, and has now come back full force. When even in the early stages of designing apparel, accessories or a bag the creator and those around them must consider the environment, especially now in 2008.
Consumers make different purchasing decisions depending on how much the environment truly concerns them. People have become more and more aware of our environment and its crisis over the last 18 years. Roger Starch Worldwide Inc. researched consumers to find out just how environmentally friendly they are. This information is very useful when beginning a line because it could affect many decisions made throughout the production of a product. A poll by the New York-based research firm Roper Starch Worldwide Inc. showed that the number of environmentally friendly consumers is growing.
President Bush signed the Clean Air Act in 1990, mandating a variety of pollution-reducing changes in the automobile and fuel industries. Like other laws enacted by congress the Clean Air Act was incorporated into the United States Code. The House of Representatives maintains a current version of the U.S. Code, which includes amendments of the Clean Air Act.

Citations: http://nsdi.epa.gov/air/caa/
Harper's Bazaar, January-December 1990.
Roper Starch Worldwide Inc.

Politics
The current vice president entered the 1988 presidential campaign and easily defeated Democrat Michael Dukakis. George Herbert Walker Bush became president on Jan. 20, 1989, with his theme harmony and conciliation after the often-turbulent Reagan years. Bush's early Cabinet choices reflected a pragmatic desire for an efficient, nonideological government. And with his usual cautious instinct, in 1990 he nominated to the Supreme Court the scholarly David H. Souter, with broadly conservative views.
In his first year, Bush was confronted with the Lebanese hostage crisis, the Exxon Valdez oil spill in Alaska, and the ongoing war against drug trafficking. His public approval soared following the invasion of Panama in late 1989. But a staggering budget deficit and the savings and loan crisis caused the president's popularity to dip sharply in his second year. This plunge followed Bush's recantation of his campaign “no new taxes” pledge as he sat down with congressional leaders to tame the budget deficit and deal with a faltering economy.

Citations: http://www.infoplease.com/ipa/A0760625.html

Price Points 1990

Oil Price Since 1990
Oil prices are something that has been on everyone's mind for a while. As the prices continue to rise people have less and less disposable income. With less of a disposable income people have to make sacrifices. Many choose not to spend their extra cash on apparel and accessories.
The Bespoke Investment Group chart represents oil since 1990 with various price points included. Also included are the reasons behind each of the price spikes. It is important to note these price spikes because if they affected the price of oil they may have affected the price of food, apparel, accessories, etc.

Citation: http://bespokeinvest.typepad.com/bespoke/2008/05/oil-price-chart.html

Household Income

Household Income, 1990 (1989 Income)
Percent of Total
Number Households
Total Households 91,993,582 100.00%
Less than $9,999 14,214,497 15.45%
$10,000 - $14,999 8,133,273 8.84%
$15,000 - $24,999 16,123,742 17.53%
$25,000 - $34,999 14,575,125 15.84%
$35,000 - $49,999 16,428,455 17.86%
$50,000 - $74,999 13,777,883 14.98%
$75,000 - $99,999 4,704,808 5.11%
$100,000 - $149,999 2,593,768 2.82%
$150,000 and above 1,442,031 1.57%

Citation: http://www.censusscope.org/us/chart_income.html

Economics

US GDP (1998 dollars): $5,743.80 billion
Federal spending: $1252.52 billion
Federal debt: $3206.6 billion
Median Household Income
(current dollars): $29,943
Consumer Price Index: 130.7
Unemployment: 5.6%
Cost of a first-class stamp: $0.25

Citation: http://www.infoplease.com/year/1990.html

Education
The Census reports on the level of education attained by adults age 25 and older. Our elderly population grew up in a time when education attainment was typically lower, and college attendance was less widespread. As this population is succeeded by younger and increasingly well-educated cohorts, the percent of the population that has attained higher levels of education slowly increases. Not only has the number of diplomas and degrees increased, but their percentage in the population has also increased, indicating a growth in attainment greater than the relative growth in national population.

Sports 1990

Super Bowl
Date Played: January 28, 1990
Teams: San Francisco 49ers vs. Denver Broncos
Winner: 49ERS
Final Score: 55-10
Location: New Orleans, Louisiana

World Series
Cincinnati d. Oakland A's (4-0)

NBA Championship
Detroit d. Portland (4-1)

Stanley Cup
Edmonton d. Boston (4-1)

Wimbledon
Women: Martina Navratilova d. Z. Garrison (6-4 6-1)
Men: Stefan Edberg d. B. Becker (6-2 6-2 3-6 3-6 6-4)

Kentucky Derby Champion
Unbridled

NCAA Basketball Championship
UNLV d. Duke (103-73)

NCAA Football Champions
Colorado (AP, FW, NFF) (11-1-1) & Georgia Tech (UPI) (11-0-1)

World Cup
QUARTERFINALS

Jun 30 Florence Argentina v Yugoslavia (3-2)0-0
Jun 30 Rome Italy v R.of Ireland 1-0
Jul 01 Milan West Germany v Cze'slovakia 1-0
Jul 01 Naples Cameroon v England aet 2-3


SEMIFINALS

Jul 03 Naples Italy v Argentina (3-4)1-1
Jul 04 Turin West Germany v England (4-3)1-1

BRONZE FINAL

Jul 07 Bari Italy v England 2-1

WORLD CUP FINAL

Jul 08 Rome West Germany v Argentina 1-0


Citations: http://www.super-bowl-history.us/superbowl-history24.html
http://www.planetworldcup.com/CUPS/1990/wc90index.html
http://www.infoplease.com/year/1990.html


Technology in Active Wear and Uniforms

Sports are a large part of the apparel industry that is overlooked by many people. Sports uniforms are constantly evolving and changing to help benefit the game and performance.

· Manufacturers developed special fabrics for racing swimmers that, when warmed by body heat, clung closely to the body, minimizing drag.
· A silicone finish repelled water, which helped the swimmer to move ahead in the water.
· Polypropylene, a manufactured fiber that dried quickly and carried the moisture of perspiration away from the body, was made into socks and thermal underwear for winter sports.
· The distinctions between clothing for active sports and sportswear for non-sports activities began to blur.
· Activewear, was constructed using stretch and microfibers.




The 2008 Olympics was one to be remember. The swimmers have never broken the amount of records that they broke this year. This was thought to of been caused by the advancements made with the swimming suits. In 1990 manufacturers were finding new ways of making sports attire that contributed to faster race times, more comfortable uniforms, and a safer and healthier way to wear clothes without damaging the body. The technological advances in sports apparel that took place in 1990 helped us to develop even further advances in recent years. Without the technological advances of 1990 the industry would not be this advanced.

Citation: Survey of Historic Costume: A Hostory Of Western Dress by Phyllis G. Tortora and Keith Eubank, http://www.nbcolympics.com/


Spectator Violence in Sports

In 1990 consumers took their sports very seriously. Many sporting events have erupted in violence over various unfavorable results. Spectator violence has long been associated with professional football in Europe because it is a very violent game in nature. Spectators watching violence in sports is another motive behind spectator violence. In 1990 spectator violence in the US erupted during a number of different sporting events.
Many historians suggest that an increase in spectator violence is a result of the commercialization of sports. Anthropologists agree that in societies where games were not for profit, they were enjoyed as celebrations of physical skill without competitiveness or violence between players or spectators. However, when people gained power or financially from the sporting events, spectator violence increased.



Citation: Spectator Violence in Sports: A North American Perspective by Julian Roberts and Cynthia Benjamin.
Fan Violence: Whos To Blame?: Reggie Smith (Berger, 1990)
http://www.youtube.com/watch?v=nHwbQWaPlls

British Fashion in 1990

This short video is part of a documentary series on the British Royal Fashion Awards in 1990. The video pics up in the middle of a show, but the British designers have impeccable taste, and show us just what 1990 was all about.

Architecture in 1990

There are two types of architecture specifically that give ideas of how art, style, and modernism influenced the major industries of 1990; exterior architecture designs and interior architecture designs.

Exterior architecture in the broadest terms can be defined as the structural design and style of largely recognizable, significant buildings. In 1990, the exterior architecture designs all seemed to follow a construction pattern and design, however each different building did have an individual spin on the style, mostly for differentiation among the rest. These common designs were not limited to United States architecture alone, countries around the world followed the 1990's popular architecture. Some buildings include: Bank of China Tower in Hong Kong, U.S. Bank Tower in Los Angeles, and the Two Prudential Plaza in Chicago.
The primary design and construction of the few buildings built 1990 can be described as "towers" or "skyscrapers"; both extremely tall and linear, built in major cities and are ultimately created so the skyline of the city may be viewed from the top of the building. These skyscrapers typically occupy the tallest and largest buildings in a city, which explains the materialistic and need-for-more attitude of people of the time.

Interior Architecture contributed to the art, design and color aspect of 1990. Many apparel designers would look to art and designs of interior architecture for ideas, using the influence of the room's bright color selection and linear lines through staircases, high ceilings, decorations, etc. Womens apparel was close to the body, linear looking through patterns and print, and brilliantly colorful.
Some of the most influential interior architects that debuted their art in 1990 includes:

• Robert Bray
• Maria Bergson
  
• Stanley Tigerman
• Thomas Britt
• Louis M.S. Beal
• As well as others

Both the exterior and interior architecture is not surprising in the United States, the designs of both portrayed an extravagant, yet "more is less" style which reflects the common lifestyles of people in 1990. Considering the successful overall state of the economy as well as the high standard of living in the country during 1990, skyscrapers and modern interior designs seemed appropriate. Architecture is only one of many factors which contribute to the psychological and subconscious behavior of people during certain economic periods of time. It gives information to help analyze the psychology of consumer behavior when related to different social, economic, and political periods of time.

Men's Lifestyle in 1990

Mens Lifestyle in 1990

The apparel men wore in 1990 was a sure giveaway to the kind of lifestyle they occupied. This in part, has much to do with the economic, political, and social aspects of the time. Because of the prosperous economy and extremely low unemployment rate, most men whether lower class or upper class, seemed to all live "comfortable" lives. This sparked the movement from business appropriate to the casual dress trend.

"The movement of population to the suburbs after World War II and the concurrent growth of casual sportswear had contributed to an increase in informality in daily life and dress in the United States...By 1990... sales of men's casual wear increased... Sales of men's shirts, sweaters, and knit tops increased by 31 percent, while khakis, casual dress slacks, jeans, and golf pants were up 36 percent" (Tortora & Eubank, Survey of Historic Costume pg 521).

The spark of casual dress was evident in all the categories of socioeconomic classes. Common apparel once seen on working class laborers before 1990, was now seen on high class/ business executives; in 1990 it would not be uncommon to see a CEO of a major corporation dressed down in jeans and a jean jacket rather than "business attire" in every day wear. The trickle-up theory in part pertains to this movement, where the leisure attitude and dress of once a lower middle class citizen has now trickled-up to the higher class.

Typical 1990 men's apparel:

• Loosely fitted blazers
• Linen jackets made in light or bright colors
• Blue jeans
• Tailored slacks
• Sport shirts; T-shirts and polos
• Sweatshirts decorated with "messages", cartoon characters, or sports logos
• Summer wear; tank tops (wife-beaters)
• Fall/Winter wear; turtlenecks, velour pullovers and shirts, jacquard-patterned knitted sweaters, etc.

The central factor that influenced this movement is the robust state of the economy during 1990. The idea of relaxed, carefree casual living portrayed in 1990's men's apparel gives off the presumption that when the economy flourishes, men subconsciously feel that traditional dress is unnecessary and that casual wear is more fitting because they can afford to be worry-free. According to David Wolfe of The Doneger Group, "as an economy weakens...casual dress for business seems to decline... and that top managers in Fortune 500 companies, major law firms, and financial institutions start to dress in a more traditional manner" (18, Workforce 2003).

Cotton Incorporated in 1990

Cotton Incorporated was established in 1970. The company's main objective is to ensure research and promote cotton to the best of their knowledge. Two major events that Cotton Incorporated shared with the public in 1990 are very beneficial in furthering their company.

• Cotton Inc. introduces COTTECH technical conferences which is directed to assure consumers quality assurance by informing staffs in the textile industry.


• The year 1990 has an effect in the upcoming years on how Cotton Inc. needs to modify their budget of advertisement.
  

In the year 1990, Cotton Incorporated took two steps to futher business. The need to expand the company is apparent when dealing with budgeting plans. Cotton Incorporated in the year 1990 seeks the opportunity to dominate this area of the market by modifying the amount the company spends on advertisements. Informing the customers and employees seems the key momentum that Cotton Incorporated takes in the year 1990.

(Sources: Company History, Advertising Age: For the Record)

Accessories in 1990

The 1990 accessories for fashion are unique and bold. The different accessories are vastly differnet and possess different statements.

• One major accessory item that was found throughout the spring and summer season was cork shoes, handbags and clothing.
• Textures in accessories are seen through long animal print scarves and fur hats.
• Also, silver, gold and platinum seem to have been the dominating color with fashion jewelry.
  

Cork is the major accessory for the year 1990 in the Stuart Weitzman collection. Different textures and types of jewerly are bold statements as an accessory.

(Sources: 1990's Fashion History- The Mood of the Millenium, Fashion; Corkis Back as an Accessory for Spring)

The Media in 1990

Beginning in 1990 the media took a durastic change with new technology. This allows for the masses to criticize the un-ethical direction the media took.

• The media began to forever change in rapid pace with new advances in technology.
• The introduction of “trash media” allowed for much debate of censorship to enable protection for children.
• However, people found this new media as “lower standards” but it proved difficult to have people turn their cheek from tuning in.
  

Lowering the standards of media in 1990 allowed for the downward spiral of how television got to where it is today. "Trash media" was introduced but feared by the masses for the sake of their children.

(Sources: American Decades, Information Please: 1990)

Color in 1990

Color in 1990

The colors of 1990 in many respects were carried over from the late 1980s. According to Harper's Bazaar, there were many different apparel styles in 1990, but all the colors incorporated with those styles remained very consistent. There were many economical and political factors that contributed to the brilliant colors that designers chose for apparel in 1990, however abstract artwork in particular played one of the major roles in the selection.


"Fashion's most eye-catching trend takes its inspiration from the paintings of dutch artist Piet Mondrain. Following his signature style of primary colors bordered with black, top designers...are now showing dresses, sweaters and tunics with the same great graphic impact. Daring contrasts in shade and bold geometric forms infuse simply designed pieces with the striking appeal of of abstract art" (Pg 124, Harper's Bazaar, Fall 1990)

There are many colors on the 1990 color pallet, the trend however, seems to be within certain central colors rather than others, all being brilliant, dramatic, and exotic.



These colors include:

• Red
• Orange
  
• Yellow
  
• (Satin) Gold
• Chartreuse
• Magenta
• Vibrant Blue
• Violet
• This includes varying shades of all of the above

The 1990 colors contributed to the "linear progression" style that became one of the major trends throughout the rest of the 1990s. These colors and styles were ultimately a result of the United States' prosperous economy and high social morals from the victory and ending of the Cold War. Colors then prove as great forecasting tools because of the way they change based on the state of the economy and social issues of the time.

Major Designers in 1990

This is a list taken from articles about prominent designers showing in the 1990 fashion shows.

Major designers in 1990

Anna Sui
Badgley Mischka
BCBG
Betsey Johnson
Calvin Klein
Carolina Herrera
Cynthia Steffe
Donna Karan
Esteban Cortazar
Marc Bouwer
Michael Kors
Nanette Lepore
Narciso Rodriguez
Nicole Miller
Oscar de la Renta
Proenza Schouler
Ralph Lauren
Sean John
Tracy Reese
Vera Wang
Zac Posen.

Styles in 1990

Styles in 1990
Many of the trends in 1990 were remains of what was happening in the 1980's, and only the innovators were showing the emerging trends of the 1990's. Here are some of the emerging trends of the 1990's.

· Fiamma showed the trapezoid-shaped handbag with the circular “Gancino” buckle. This buckle came from belts and transfered onto purses in the 1990's.
· Business rules for dressing relaxed . This started the turn to minimalism that proved the dominant trend of the 1990's. The loss of shoulder pads also help to slim the dress down.
· Stores all declined from a less active, more casual marketplace.
· Even with the wide range of fashion goods available, retail sales were at times sluggish. Because 1990 was a fashion extension of the 1980's, there weren't many new, fashionalbe items available for consumer purchase. Some styles left over from the 1980's died hard, like knee-length straight skirts, stirrup pants, and embellished tee shirts.
· More people were striving to achieve individuality with their dressing style. Over the years, people had moved from a broad, widely-adopted trend to a more individualistic approach to dressing. The jackets that had emmerged were short and fitted, and sometimes sported peplums, fluted princess panels, or hip basques. A short, sleeveless, boat-neck shift dress was popular under these new jackets and proved to be appropriate business attire.
· Jewelry was barely there or non-existent. As minimalism crept in, many people started to shed jewelry to clean-up their dress.
· For young men, baggy jeans, windbreaker pants, and loose cargo shorts became popular.
· Pashmina scarves remained popular. These scarves were popular in 1990, and still remain popular today.
· Style innovators started to wear hot day-glo lycra.
The day-glo proved to be a dominant trend from some segments of culture, and was a contrast to the minimalism that was adopted by most of the population in the 1990's.

While trends from the 1980's still remained, we begin to see the dominating trends take effect in the innovators. The minimalism and grunge styles that would come later in the 1990's seems to have come from people being tired of the stress put on them in the 1980's. The minimalist style, especially for women, was widely adopted because they were "cocooning"; staying home and focusing more on their families.

Points taken from: Women’s Wear Daily and http://www.fashion-era.com/the_1990s.htm,

Bottles in 1990

Posted are examples of bottle shapes in 1990. Many are still the angular bottles popular in the 1980's, but they are all a good reflection of how the world was thinking in 1990.

Giorgio Armani Giò and Acqua Di Giò


Airs Perfume Parfum Cabotine

Fred Hayman 273

Lancome Tresor

Vera Wang Princess

Versace Versus

Bill Blass Nude

Tide started to use smaller bottles

Oil Price Chart Since 1990

Oil Prices 1990-Present

Oil Chart

Citation: http://bespokeinvest.typepad.com/bespoke/2008/05/oil-price-chart.html

Food in 1990

Food in 1990
· Bar coding was used for the first time by participants of the USDA’s Commodity Supplemental Food Program
· Restaurants like Jamba Juice, Caribou Coffee, Pufferbelly Station Restaurant, Zaxby’s, and Baja Fresh were founded. McDonalds also opened in Moscow, Russia.
· The food Safety Act was passed in 1990

Bar coding proved to be an easy, accommodating, and efficient way for the USDA organize what food they had and what food was needed. Bar coding sped up the service.

“Bar Coding Helps Streamline the Delivery of Commodity Foods.” Food & Nutrition (00464384); Feb91, Vol. 20 Issue 2/3, p24, 4p, 6 bw

Women's Lifestyles in 1990

1990 seems to be more of an extension of the 1980's, but here are some of the views that most concerned women, ranging from work-related issues to concerns about the environment.

International 1990

International 1990

In 1990, the fashion world was becoming very international. American designers began borrowing European ideas from countries like England, France, Italy, and Spain. In the UK, full length coats were in with the popular colors being camel, black, navy, and grey. The use of Lycra was also becoming very fashionable continentally in hot, bright colors. In the spring of 1990, stretch pants replaced tailored trousers and Pucci prints were in.

Throughout the world, 1990 was a decade of mixed messages. The “power shoulder” was eliminated, accessories became very popular, the classic cardigan was in, matt glamour disappeared, and models in their thirties and forties were strutting their stuff on runways and in magazines. There were also two major fashion flashbacks from the sixties and seventies with flared pant legs (now known as bootlegs) and platform shoes. Parkas, bright colors, and gentle earth tones were hot in New York, Paris, and Milan.

As the year 1990 was the start of a new decade, the fashion of the time was in the process of change. The economy was doing well during this time so consumers were willing to spend more money on items other than staple goods. Also because of the booming economy, the United States began borrowing from international ideas because they had the money and resources to do so.

Sources:

“Twentieth Century Fashion” Linda Watson. London: Carlton Books Limited, 2003.

http://www.englandattraction.com/1990s-fashion.html

http://www.fashion-era.com/the_1990s.htm

Vogue 1990 December Issue

Harpers Bizarre July 1990, article "109: Fall Forecast World Class Choice".

US Census

Bureau of Labor Statistics

Finishes 1990

In 1990 there were all different kinds of finishes on clothing as well as furniture. On clothing, the acid stonewashed look on jeans was out while lace, beads, and sequins were in. Clothing had both a shine finish to it as well as a matte finish. Computer generated prints replaced the floral chintz finishes that was fashionable in the 80’s. Lycra and spandex material was worn casually or for exercising. Easy to wash fabrics were in such as cotton, naturals, and linens that were combined with synthetic blends.

For furniture, European style flourished with rustic finishes, washed painted finishes, faux looks, more dramatic finishes, and distressed details. For dinnerware, photo reproduced images were popular and the style shifted from classic patterns to a more eccentric and sophisticated style.

The finishes began changing in the late 80’s and up until the 90’s as bright colors, shine, and embellishments became popular. As the economy was doing well and consumers had more money to spend then in the past, more bold styles began to flourish. Even with finishes on non-clothing items became more elaborate because of the extra money people were willing to spend as well as the international influence that had swept the nation.

Sources:

“1990s look to Europe for new ideas” By Betsy Lammerding

The Toronto Star, January 13, 1990

“Twentieth Century Fashion” Linda Watson. London: Carlton Books Limited, 2003.

Vogue January and February Issues

http://www.fashion-era.com/the_1990s.htm

US Census 1990

Factfinder Census 1990

Bureau of Labor Statistics 1990

What was In and What was Out 1990

What was In and what was Out in 1990

HOT

-softer shoulders

-curvy tailoring

-fluid, loose skirts

-untucked shirts over soft shorts

-bright fluorescent colors

-earth tones

-chiffon, lace beads, bejeweled, sequins

-Lycra and crepe

-long jackets

-graphic prints

-shine and matte

-large oversized sweaters

-middle aged models

-flared pants

-platforms

-abstract and op art prints

-borrowing from European ideas

-casual look

-long straight hair

-hoop earrings

-hippie fashion

-fanny packs

OUT

-shoulder pads

-business woman/manly look

-tights

-big hair

-acid washed denim

-slim fit pants

-narrow, tight skirts

-boxy jackets

As the decade changed and 1990 came, the boxy, business woman look faded and bright, abstract, and more casual looks took its place. This change occurred for a few reasons. One reason was because of how women wanted to become less manly with their boxy jackets and shoulders pads and more feminine with looser, casual, and soft look. Another influence on the change of what was in and what was out was the economy which was doing well during this time. Because people had stable jobs, more money seemed to be flowing into households during this time then previous years. This allowed consumers to have more money to spend on luxury items such as high, elaborate, fashion clothing instead of staple clothing.

Sources:

http://www.fashion-era.com/the_1990s.htm

http://www.englandattraction.com/1990s-fashion.html

"Vogue" January 1990 Issue

"Twentieth Century Fashion" Linda Watson. London: Carlton Books

"Harpers Bizarre" July and August 1990 Issues

Bureau of Labor Statistics

Fact Finder

1990 US Census

Important Events in Fashion and Design 1990

Important Events in Fashion and Design, 1990

~Hot pants and mini skirts are back; tent dresses and pants suits are in.
~New car brands Infiniti, Saturn, and Lexus are introduced.
~Clothing fads include pre-ripped jeans, Ninja Turtle stuff, wide head bands, and sneaker ranging in price from $125 to $175 a pair. The Reebok pump is a new item.
~In February, men's bolo ties are popular items. Designer Ralph Lauren shows them with his Polo line, while rock star Bruce Springsteen is photographed sporting one. These Western-influenced string-thin ties are fastened at the neck with decorative clasps that come in everything from silver to stone, with costs ranging from ten dollars to three hundred dollars.
~In March, Vogue declares: "Pretty Makes A Comeback." Designers show softer suits, jackets with softer shoulders, curvy tailoring, and fluid skirts and pants for women.

Many of the trends emerging in 1990 can still be credited to the economic success of the 1980's. Because the economy was still solid, and individuals still had discresionary funds, people could afford more expensive jeans and luxury cars. They were also more drawn to avant gard dress, liek mini skirts, hot pants, and pre-ripped jeans. As the "pretty", soft trends that dominated most of the 1990's start to come in, we see a relaxed, casual American culture begin to emerge.

Information comes from http://www.enotes.com/1990-fashion-american-decades/important-events-fashion-design

Over the Top Strategic Plan

What are we looking for?
We’re looking for things that inspire us. We want to observe people already in the Butler Bag target market, as well as in other markets Butler Bag has yet to reach.

How do we get this done?
We’ll be finding the zeitgeist, researching the trend and outliers to find what would work for this project. Each team members has five items to research, and will be comparing the year 2008 to the year 1990, so can forecast for the year 2010. Throughout our research we will be identifying problems, asking questions, continuing to look for things that inspire us, and backing up what we find with data. We will be keeping a continuing log on the data we find, and will be reviewing what other groups have found so we are able to accurately forecast for the year 2010. Here is a breakdown of what each group member is responsible for:

Jessica:
Color
Interior/Exterior Architecture
Technology
Regional
Men’s Lifestyle

Abigail:
Styles
Food
AATCC
Major Designers
Bottles
Women’s Lifestyle

Tegan:
Trends
Media
Cotton Inc.
Accessories and Cell Phones

Kaitlyn:
Outliers (What is not mainstream)
Fibers
Sports
Price Points
Make-up

Nicolle:
Finish
International
What’s Selling in the Industry

When to get things done?
Because our progress report is due September 29th, we’ll have a team meeting on September 24th to finish compiling our data. With our Strategic Plan for Quantitative Data due on October 6th, we will have another group meeting on October 1st to develop that Strategic Plan.

Introduction for team Over the Top

We are Over the Top for Butler Bag!
Hi Butler Bag, this is Jessica, Abby, Tegan, Kaitlyn, and Nicolle and we are team Over the Top. We have some great ideas and are extremely excited to get the chance to work with you!


"My name is Nicolle Mullen and I am Junior here at Washington State University where I am majoring in Apparel Merchandising and minoring in Marketing. I am so excited to get the chance and experience to work with Butler Bag and I hope to learn more about the field of forecasting through this."

"My name is Kaitlyn Richards and I am a Junior here at Washington State University. I am currently double majoring in Apparel Merchandising and Advertising. Fashion forecasting is something that really interests me. I can't wait to learn more about forecasting and to have the
opportunity to work with Butler Bag."




"Hi my name is Tegan Johnson. I am a Junior here at Washington State University majoring in Apparel Merchandising and Textiles and minoring in International Business. I am an avid purse buyer so I am really looking forward to working with Butler Bag!"




"Hi, I'm Abby Moak. I'm a Senior here at WSU, majoring in Apparel Merchandising and minoring in Business Administration. I'm excited to combine what I've learned in the classroom with what I've experienced in the business world to make this a successful project."



"Hi, I'm Jessica Muller and I am a Junior here at WSU with an Apparel Merchandising major and Business Management minor. I plan on becoming a future buyer for a large and respected company after college. An Apparel Merchandising degree will give me many opportunities for a great job in a field that I am passionate about and this experience with Butler Bag will help me get there!"


Butler Bag,
Thank you for giving us this opportunity to work with you!
~Team Over the Top