Elements of Design: COLOR

In the apparel industry, elements of design in construction and design are crucial in creating a marketable aesthetic. Perhaps the most important regards the use of color, as it is usually the first thing a customer notices about a garment.

The following photos focus on shades and hues of the color Green, as it is not only one of my favorite colors but its shades are commonly found in nature. In fact, Green is the color/word most associated with the environment as a whole, as well as any positive steps humanity takes in reducing our negative impact on said environment.

1- Atonement Dress & Asparagus

photo courtesy of http://blog.nypost.com/fashion/photos/kiera.jpg

photo courtesy of www.dorsetblueberry.co.uk

The green couture dress worn by Kiera Knightly in Atonement, an Academy Award nominated World War I drama, is a vibrant green that is also the shade of Asparagus!

2- Armani Prive Gown & Sea Foam

photo courtesy http://2.bp.blogspot.com/Met4.jpg

photo courtesy http://upload.wikimedia.org

The sea foam green gown worn by actress Camilla Belle was designed by Giorgio Armani for the Armani Prive line. Sea foam green is another example of a shade of green named directly after its place in nature!

3- Hermes Alligator Birkin Bag & an Alligator

photo courtesy www.webhandbag.com

photo courtesy http://upload.wikimedia.org

The exclusive Birkin bag by Hermes, which costs upwards of $17,000 for the bottom of the line would be almost double the price in the Alligator skin, which is almost an exact match of the Alligator pictured. The Alligator's exotic hide has been used for luxury leather goods for hundreds of years.

4-Louis Vuitton Dress & Wheat Grass

photo courtesy www.fashionphile.com

photo courtesy of www.gardennews.co.nz

Marc Jacobs designed this grass-like frock for Louis Vuitton's S/S 09 line worn infamously by Madonna to a GUCCI event. The color and shape of the fabric used looks exactly like wheat grass, which is a supplement noted for its antioxidant properties!

5- Stephen Sprouse LV Graffiti Bag & Key Limes

photo courtesy www.flingitgirl.com photo courtesy http://z.about.com/keylimes.jpg

The "it girl" model Agynes Deyn shown modeling the "it bag", Louis Vuitton's re-vamp on the Stephen Sprouse graffiti collection. This classic speedy bad is bright lime green, just like the color's namesake pictured in the bowl of limes.

6- Paul Smith Blazer & Forest Canopy

photo courtesy http://static.paulsmith.co.uk

photo courtesy http://image06.webshots.com

The dark velvet blazer by Paul Smith is the perfect representation of forest green, a color associated with the dominant hue in a heavily shaded forest.

7- Christian Lacroix Gown & Cut Emerald

photo courtesy http://images.teamsugar.com

photo courtesy www.rockcutters.us

Burlesque star and fashion icon Dita Von Teese is pictured at the Cannes film festival in an emerald green chiffon gown by French designer Christian Lacroix. Once again, a beautiful shade of green formed in nature by a beautiful gemstone.

8- Balenciaga Bag & Mint Plants

photo courtesy http://img2.timeinc.net

photo courtesy www.harvestwizard.com

New York fashion scene icon Mary-Kate Olsen obviously loves her mint green Balenciaga bag, which keeps her look fresh and spring oriented, much like the plant does to a glass of iced tea!

9- Hermes Peacoat & Olivesphoto courtesy http://youbettawork.files.wordpress.comphoto courtesy http://upload.wikimedia.org

Hermes' F/W 09' look was my favorite collection shown at Paris fashion week this spring, as they took many daring color risks but still kept their aesthetic subdued and chic. Though Hermes is most well known for impeccable leather goods, this olive green pea coat proves that olive isn't only a military color!

10- Ohne Titel Blazer & Sung Dynasty Celadon Bowlphoto courtesy http://blog.liberty.co.ukphoto courtesy www.fineartregistry.com

Finally, this S/S 09' celadon colored blazer by Ohne Titel is an exact color match to a Sung Dynasty celadon Bowl, made ca.960-1079 AD. Celadon is one of the oldest glazes in existence, and its color is still incredibly chic and fashion forward.

UGS isn't just ugly boots!

photo courtesy thebeveragecompany.com

UGS is the commonplace acronym for the University General Store, located here in Greensboro at 547 S. Mendenhall Street.  This small, freestanding convenience store could be classified as a mixed retail building, as I believe there is an above store apartment that houses the store owner.  UGS is a no frills quick stop shop with various advantages and disadvantages.

The plus sides of the University general store is its location.  Located on S. Mendenhall across the street from College Hill bar, UGS gets massive foot traffic from the multitude of student housing in the area as well as patrons of the popular hipster bar on the corner.  University General Store also sells kegs, which makes it the convenient choice for keg rentals along the various student housing areas on Tate St, Mendenhall and Spring Garden.  Alcohol and college students? No way...

photo courtesy ncgraffiti.com

University General Store has one major disadvantage- parking.  Like most of the parking around UNCG campus, parking is limited by both area and time limit.  The UGS has only two alotted on-street parking spots, which are always filled it seems.  Other parking is in random driveways, or further down the street.  Business relies on foot traffic, which although heavy, suffers from lack of adequate parking spots.

Despite the parking issues, the location is perfect.  The store is exactly what students and bar patrons in the area need- a convenience store to pick up basic items, from beer for a party to the ibuprofen for the next day.

Ritz Camera out in a flash

photo courtesy wikipedia.com

As of February 22, 2009, Ritz Camera filed for chapter 11 bankruptcy. Ritz Camera is the largest photography retail chain store, which includes Wolf Camera and a variety of other retail outlets across the United States. Ritz claims that the rising use of digital photography is the cause for lack of sales, but a couple articles add a few more important points.

According to an article by JR Raphael of The Inquisitr (misspelled intentionally), the massive amount of debt owed to creditors by Ritz Camera was their downfall. Most of the money, which totals to $65 million dollars, is to camera production companies such as Nikon, Canon and Fuji Film (Raphael, 2009).

Another unlikely reason Ritz was facing financial turmoil was the rising cost of gasoline. Ritz Camera also owned boaters world, a recreational marine business that saw major losses(Chase, 2009). Coupled with the decline in photo finishing process sales, Ritz Camera could not make a profit to sustain their business.

photo courtesy wikipedia.com

In my own viewpoint, I agree mostly with the digital photography excuse. Many people are becoming quite adept at photoshop and other image manipulators, as well as the thriving online communities where most pictures are now stored and viewed. It is becoming a rarity to actually have print copies of pictures outside the fine arts scene. That, coupled with online print services such as Flickr.com's ability to order prints directly from your uploaded images makes a retail offering for this service more and more obsolete.


Articles Cited
Chase, r. (2009) Ritz Camera seeks Bankruptcy Protection. Retrieved March 4, 2009 from http://www.businessweek.com/ap/financialnews/D96HEULG0.htm

Raphael, JR. (2009) What Drove Ritz Camera to Bankruptcy? Retrieved March 4, 2009 from http://www.inquisitr.com/18632/ritz-camera-bankruptcy/

Target Audiences in Retail

image courtesy http://elenemigocomun.net/gallery/242-2/target-audience.jpg

Knowledge from a retailer regarding target audience is one of the key factors of success in the retail industry. In terms of marketing a product, it is crucial in order to make sure that those most likely to buy your product know about it in the first place! This fact is important in maximizing both company resources for advertising and maximum profits from sale of product.

Tappernet.com's marketing workshop focuses on market segmentation in three main categories, which include consumer demographics (profile of a particular market segment i.e. age, gender, occupation), business demographics (job title, industry type, annual sales) and psychographics (attitudinal traits people exhibit in their life, like need for status, the role of money for them, liberal vs. conservative). The online workshop stresses that both factors are equally important when considering packaging, pricing and communication because both demographics and psychographics have an influence on buying behavior.

The VALs segments further break down target audiences into specifics based on the levels of primary motivation and resources to each segment of people. After taking the survey, I was labeled an experiencer/innovator. I agreed with the surveys assessment, as I definitely identify with the offbeat, trendy, enthusiastic vibe of experiencers, but also identify with the niche products and love of variety of innovators.

image courtesy of http://www.sric-bi.com/VALS/types.shtml

Sources:


http://www.tappernet.com/marketingworkshop/targetaud.htm


http://www.sric-bi.com/VALS/types.shtml

How Modern Amusement was Born

As previously mentioned in the first blog, my favorite retailer Modern Amusement was just a small apparel company that supplied mostly overseas markets until 2004, when it was sold to Mossimo and is becoming more widespread.

image courtesy productdose.com

The company was founded by Jeff Yokoyama in Newport Beach, California in 1995.  Yokoyama began his career as a co-founder of Maui & Sons in the early 80's and also as an apparel designer for Stussy, both of which embody a semblance of the surfer-chic aesthetic that would come to be exemplified by the Modern Amusement brand.  Yokoyama'a childhood nickname of "black crow" eventually led to the crow being the logo for Modern Amusement.

image courtesy refinery29.com

Initially the merchandise was only distributed to boutiques in Japan and Europe, with its American sales coming from a very selective group of boutiques across the country.  Primarily, the items were sold in the US at Fred Segal and American Rag in Los Angeles.

image courtesy notcot.com

After the company was bought by Mossimo, the brand expanded sales to the Internet and a broader retail network, primarily at Neiman Marcus and Nordstrom.  The company also relocated to Santa Monica, and Jeff Yokoyama went on to co-found the new apparel label "Generic Youth" with his daughter Coco.  Modern Amusement has just recently started making women's apparel, but its key items remain as well made, quirky and fashionable menswear.

image courtesy awstories.wordpress.com

Info Courtesy Productdose.com & Modernamusement.com

My Favorite, to go! (Image for APD 242)

photo courtesy sunnysidenyc.com

Image for Professor Ramsey.

My Favorite Retailer is Modern Amusement

photo courtesy modernamusement.com

With so many retail options in an ever-expanding consumer marketplace, finding a favorite retailer is akin to finding the perfect pair of jeans. You want something that not only fits well and is in style, but at a price that you can afford (for the most part ;) ). I have found my favorite retailer through my favorite brand, which is Modern Amusement. Though merchandise is only sold online and through boutiques and department stores, the aesthetic presented by the creative individuals on their website exemplifies all the best qualities I look for in retailers to shop at.


The company was initially a small clothing distributor based in Costa Mesa, California, that was sold exclusively to Japanese boutiques and very few high end boutiques around the world. However, in 2004 Mossimo Giannulli (who created the Mossimo clothing line) bought the company and moved it to Los Angeles, along with expanding its retail perameters. The sucess was in keeping the same product, but exposing its inspiration and acheivement to make Modern Amusement a more identifiable brand. The website, modernamusement.com, not only has a shopping area but includes seasonaly inspiration, looks, press information and company goals in a very fresh concept with minimal clutter and maximum creativity.

photo courtesy modernamusement.com

Hence, my five main reasons for loving this retailer stems from not only the product, but the way the company is presented and represented. As such, here is a list of the top five things I love about Modern Amusement and how it differentiates iteself from other retailers.

1. Beatifully contructed, timeless classic pieces, but with an "indie" flair or accent

2. From the mission statement..."Balance between Art & Commerce"

3. Inventive, trendy and fashionable menswear, which I find to be rare

4. Not too much product, which keeps each season simple

5. Varied looks presented, from surfer to sophisticate, are all represented by their collections, making transitions (eg. day--->night) easy for a multitude of pieces

photo courtesy modernamusement.com