Fashion Forecasting Final
Allison Mariotti
Via instagram @alexanderwangny
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Table of Contents
Cover Page.................................................1
Table of Contents....................................2
Executive Summary.................................3
History......................................................4
Customer Profile.....................................5
Brand Assortment Overview ................6
Long Term Trend Analysis.........................7,8,9
Environmental Scanning.......................10
Short Term Research………………….…...11
Inspiration/Theme..................................12
Forecast Story...........................................13
Color Story...............................................14
Fabric Story............................................15
The Look .................................................16
Product Assortment...............................17
Justifications...................................................18,-20
References....................................................21-23
Alexander Wang sells their customers not only on their ultracool luxury clothing but also into their effervescent and street grit lifestyle. The brand is well known for its relations with A-Listers from every corner of media, his models often range from supermodels to comedians, to social media influencers. This ensures that all of their fans are sure to quickly become fans of Wang.
The average Wang customer keeps coming back for their neutral and versatile garments, and this season is no different but after the Covid 19 pandemic Wang customers want to go the extra mile to stand out once emerging from their quarantines. Mixing classic silhouettes with androgynous influences, vibrant colorways, and head-turning fabrics these pieces will force you to go out on the town to show off.
This forecast highlights all of the staples of the Alexander Wang brand while elevating it to fuse with the emerging trends and the profile of their target customer.
Executive Summary
about alexander wang
Alexander Wang is a ready-to-wear fashion brand founded in New York City in 2007. (Alexander Wang is part of the BoF 500 2019) Wang built his company with the help of his family, who he hired to work for him. Since his first runway show, the brand has found tremendous success in the fashion world and has become synonymous with pop culture. Alexander Wang walks the line with simplistic yet edgy pieces, paired with dramatic detail and silhouettes. His designs have been termed in a new subsection of fashion as “club leisure”. Wang is special in the way he uses celebrity and social media to help drive his brand and continue to cater to his target audience.
(Gold, 2015)
(Store Locator Singapore 2017)
(Gelber, 2019)
18-30 years old
Lives in major metropolitan area
Has professional and/or creative job with a high salary.
Keeps up with trends and likes a simplistic look with edgy details and highlights.
Person who needs pieces that can easily be worn to spice up an everyday look or to steal the show on a night out.
Aims for a “model-off-duty” or “underground effortless” looks on their day to day.
Single and loves going to clubs and enjoying nightlife in the city with friends.
TARGET CUSTOMER
A_WANG TARGET CUSTOMER
cleslie1@kent.edu
(2020 Pintrest image)
(Jeong, 2020)
TOPS & SHIRTS
WOMENS
SWEATERS
UNISEX
SHOES
PANTS & JEANS
DRESSES
T-SHIRts
SHORTS & SKIRTS
SWEATSHIRTS
BAGS
ACCESSORIES
DENIM
UNDERWEAR
JACKETS & OUTERWEAR
LOUNGEWEAR
T-SHIRTS
HOODIES
SWEATPANTS
(alexanderwang: Official Site: Designer Clothes & Accessories by Alexander Wang)
Wang is popularly known as a luxury brand that has large commercial success but is also popular with consumers looking for reliable brand that still keeps a sort of underground feeling. Wang has expanded his reach from the luxury scene by collaborating with notable brands like Uniqlo, H&M, and recently with Adidas.(Mahon, 2019) These successful collaborations have allowed the brand to reach a new pool of customers looking for lower price points as well as customers who mainly are shopping for athletic and athleisure garments.
Wang said when asked about his H&M collaboration, “The work with their team is an exciting, fun process. They are very open to push boundaries and to set a platform for creativity. This will be a great way for a wider audience to experience elements of the Alexander Wang brand and lifestyle.” (White, 2014)
Long-Term Trend Research: Sociological
In the past Alexander Wang has been outspoken on various political topics such as incurriging voting, very involved with Pride and fighting for queer rights, as well as showing support for Black Lives Matter. On his website he highlights each of these topics and gives links to informational resources as well as links for originations the brand personally has donated to to show their support.
Wang has stated on his website under the Black Lives Matter tab that, “the black community has supported and directly influenced alexanderwang since day one. Now, more than ever, we are committed to supporting you in the dismantling of white supremacy and systemic racism.”(Customer Care 2021)
His website also gave instructions and links to resources for US citizens who were planning to vote the 2020 presidential election and encouraged them to do so, as well as urging people to please wear a mask if voting in person. (Customer Care 2021)
Long-Term Trend Research: Political
The brand has always found unique ways to integrate technology into the brand, this is more prevent now due to the Covid -19 pandemic and will definitely be a large aspect for the brands future.
Wang recently stated in an interview when asked about technology and advancements the brand is making and he replied, “There's still a very tactile part to designing. Being able to look at fabric, draping it and seeing what resonates in person versus on a computer screen. Now that we're completely replatforming our website, building out a product assortment that resonates online versus product assortments that people need to touch and feel in store is something that we need to balance out.
So it has definitely influenced how we think about our product assortment. It's made a lot of advancements in terms of how we look at prints or hardware, which is such a big part of our DNA. Doing things at a much faster pace and speed, those for sure have been influenced by digital advancements. But it's still important to have a sense of touch and feel when creating something. It's definitely influenced certain areas of our design process, but not completely taken over”.(Lock, 2018)
Long-Term Trend Research: technological
Entertainment Influences
The Alexander Wang brand thrives off of social media and celebrity involvement. Wang has found ways to reach many different communities from mainstream media to social media stars. The feed of the official @alexanderwangny instagram account quickly greets you with some of the biggest names including singers, notable supermodel, social media stars, and comedians allike. He shows that Alexander Wang is for everyone. Wang is also a big fan of creating and posting relatable memes and creative funny posts to relate to his audience. This is a specifically smart tactic to use to connect with his followers in the time of Covid-19 when we haven't had many normal fashion events.
Social Changes
LGBTQIA+ community
The Alexander Wang brand has always voiced its support for the LGBTQIA+ community and has been a part of many Pride campaigns. One of the most notable was the Alexander Wang and Trojan condoms collaboration “Protect Your Wang” promoting safe sex among the LGBTQ+ community. The collection included a simple t-shirt and high socks tagged with “Protect your wang”. Wang explained that “a portion of the proceeds will be donated to the LGBT Center of New York to support the organization’s sexual health programs.”. (Finkel, 2018) While LGBTQ+ rights have come a long way in the past decade in the US there is still much work to be done, I believe such a popular brand backing this community is very important to future LGBTQ+ youth wanting to join the industry and I would like to see the brand keep creating a voice for LGBTQ+ community.
SHORT-TERM RESEARCH (ENVIRONMENTAL SCANNING)
Via instagram @alexanderwangny
e
In the days where we live online just as much as we do in the real world Alexander Wang is prominent in both. The youth has begun to reject tradition and embrace modernity, they no longer care about things like sexual orientation or being provocative, one of the main ways this starts to show the most is in their clothes. Endogenous and underground styles are coming into the mainstream and this aesthetic is no stranger to the Alexander Wang brand, you could say he’s been doing it before it was cool. The utilization on sheer fabrics, sleek silhouettes, and skin showing in all the right places solidifies the forecast for this season.
The brands aesthetics mixed with their relatable and comedic social media personality creates a bond and relationship with their customer even when their not shopping with them. Wang is able to revamp his ‘underground’ aesthetic and take risks with his audience.
Short-term Research “Resourceful”
A/W 22/23
all photos via WGSN
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Vivid Underground
A/W 22/23
This trend redefines the silhouettes and colors used for the collection while keeping the effortless chic style Wang is known for. All black will remain classic for the brand but will be accompanied with slight offsets of colorful hues. Leather and sheer materials will be in the spotlight, while notes of comfortable knits will come together in harmony to create a collection that can be worn for show stopping events or for an everyday alternative flair.
WGSN
Color & Print Story: Vivid Underground
This collection with consist of several grounding neutral toned staples accompanied by complimentary pops of vibrant colors. This color story enhances the ideas of this collection by taking a classic a basic color palette and implements more risky and modern touches. The colors included will encapsulate the idea and help aid the use of underground styles with bright and elated hues.
Pantone 2331 C
Pantone 4085 C
Pantone 18-0403 TPX
Pantone Black 6 C
Pantone 252 C
Pantone 2283 C
Pantone 2016 C
Pantone 3245 C
Eclectic
Single shock
Rebel
Cyber
Trailblazer
Offbeat
Sub-culture
Revive
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Unorthodox
Gone Clubbing
Chiffon
Blouse,Dresses, Skirts
100% Silk
Sheer, lightweight prefect for fluid and flowing garments or overlays
100% Lambskin
Leather
Jackets, Pants, Bags, Gloves
Soft and supple lightweight yet durable leather and highly water resistant
Purl knit
58% linen and 42% hemp
Sweaters, Cardigans,or Knitted Shirts
This soft and sustainable fabric has good drape and is breathable allowing for comfortable long wear
67% polyester
33% polyurethane
PVC Vinyl Fabric
Outerwear, Pants
High gloss medium weight fabric that allows movement and stretch
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Textiles and Materials Story
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C L U B C A S U A L
Product Assortment
Adjustable ruched lace-up top.
Fabric: 100% cotton
Size: XS-3XL
Price: $300
Wide leg leather pant.
Fabric: 100% Lambskin
Size: 0-14
Price: $1,600
Loose knit ribbed sweater.
Fabric:
58% linen and 42% hemp
Size: XS-XL
Price: $350
Sheer slinky dress.
Fabric: 100% Silk
Size: 0-14
Price: $900
Distressed Knit Mini Skirt.
Fabric: 58% linen and 42% hemp
Size: 0-14
Price: $250
Vinyl Trench Coat.
Fabric:67% polyester
33% polyurethane
Size: XS-XL
Price: $450
Alexander Wang: Vivid Underground
Product
Descriptions
Adjustable ruched lace-up top.
Loose knit ribbed sweater.
Looking for a new day to night staple look no further than our fitted ruched blouse. Available in 3 colors and features an adjustable neckline that allows complete versatility, you can control how much you want to show and when. Perfect if your meeting for a day in the city or a night out at the club.
This ultra comfy sweater is perfect for a spring or fall day and will easily become your favorite layering piece no matter what the weather. The deep v-neck gives a flirtatious addition while not being too NSFW.
Alexander Wang: Vivid Underground
Product
Descriptions
Wide leg leather pant.
Distressed Knit Mini Skirt.
A classic closet staple that transcends the decades. Our wide leg style allows for comfortable and yet sexy style. So comfortable you don’t need to change for the after-party!
Our pre-distressed knit skirt gives a quick modern and edgy touch to the iconic mini skirt. Perfect for all occasions and we recommend layering with a pair with our logo tights underneath.
Alexander Wang: Vivid Underground
Product
Descriptions
slinky sheer dress.
Vinyl Trench Coat.
Have you been searching for a dress that feels like a second skin, our slinky sheer dress is the ideal pick. This dramatic draped cowl neck dress is sure to be a show stopper for any event. This ultimate alluring piece will make you want to be an outfit repeater!
Got a Wangover after a long night? Throw on this chic trench and revamp your night look back to the day. This PVC coat is the best way to deal with a cold or rainy day while not compromising aesthetics.
Alexander Wang: Vivid Underground
references research and photos
(2020, February). Retrieved January 30, 2021, from https://www.pinterest.com/pin/530439662369373083/2
Alexander Wang is part of the BoF 500. (2019, November 29). Retrieved February 01, 2021, from https://www.businessoffashion.com/community/people/alexander-wang
ALEXANDER WANG. (n.d.). Retrieved January 30, 2021, from https://www.dfs.com/en/brands/alexander-wang
Alexanderwang: Official Site: Designer Clothes & Accessories by Alexander Wang. (n.d.). Retrieved February 01, 2021, from https://www.alexanderwang.com/
Gelber, A. (2019). Logo design [Photograph found in Wang TV]. Retrieved January 30, 2021, from https://www.alex-gelber.com/#/wang-tv/
Gold, J. (2015, April 19). Alexander Wang EmQuartier. Retrieved January 30, 2021, from https://pausemag.co.uk/2015/04/alexander-wang-opens-new-store-at-emquartier-bangkok/
Jeong, P. (2020, February 10). New York Fashion Week Fall/Winter 2020. Retrieved January 30, 2021, from https://hk.asiatatler.com/style/best-street-style-new-york-fashion-week-fall-winter-2020
Store Locator Singapore [Photograph found in Singapore]. (n.d.). Retrieved January 30, 2021, from https://www.google.com/url?q=https://www.alexanderwang.com/hu-en/stores/country/SG&sa=D&source=editors&ust=1612219427160000&usg=AFQjCNHidWfL8vpw040i5o932Au80pHxqg
references
Customer Care. (2021). Retrieved February 07, 2021, from https://www.alexanderwang.com/us-en/customer-care
White, B. (2014, April 14). H&M just announced a collaboration With Alexander Wang. Retrieved February 07, 2021, from https://www.businessinsider.com/alexander-wang-hm-collaboration-2014-4
Mahon, F. (2019, September 07). Reconstructing luxury: Alexander wang on his BULGARI COLLABORATION. Retrieved February 07, 2021, from https://www.hungertv.com/editorial/reconstructing-luxury-alexander-wang-on-his-bulgari-collaboration/
Lock, S. P. (2018, November 08). Alexander Wang on Creativity and Storytelling. Retrieved February 14, 2021, from https://www.ordre.com/en/news/alexander-wang-web-summit-lisbon-877
Finkel, L. (2018, June 19). This new lgbtq pride collab is *everything*. Retrieved February 14, 2021, from https://www.femestella.com/alexander-wang-pride-2018/
references more photos
s1- https://www.imgmodels.com/news/bella-hadid-alexander-wang-collection-1-2020
s3-https://anneofcarversville.com/style-photos/2019/10/6/binx-walton-alexander-wang-on-off
s11-https://wwd.com/fashion-news/designer-luxury/alexander-wang-the-energizer-wwd6-10117957/
s12- www.wgsn.com
s14=https://www.decoratorsbest.com/collections/abstract-fabrics
s14- https://www.moodfabrics.com/metallic-abstract-multicolor-digitally-printed-polyester-lame-130180
s16https://www.instagram.com/p/BtGckhvn2SW/?utm_source=ig_web_copy_link
s17-https://www.fwrd.com/product-rick-owens-dustulator-dress/RICK-WD129/
s17-https://www.nordstrom.com/s/nanushka-rhyan-wide-leg-vegan-leather-pants/5765417?color=BLACK