3. Customer Profile
For A/W 14/15 at Alexander Wang, we were inspired by our theme, ‘Origin’, and designed a contemporary
dress line with our ‘Alexander Wang woman’ in mind.
As fashion is transcending age ranges, women of all ages are becoming increasingly more fashion forward
and brave her clothes. We designed for a woman between the ages of 30 to late 40’s. She is a woman who
is strong minded, intellectual, strong, creative, and feminine. She lives in an urban setting, owns a large
condo in a building, drives a luxury vehicle, but uses public transport to go to work, and makes six-figures
a year. The customer is dedicated to her career, but seamlessly balances her personal life.
Maybe in a long-term relationship or single, she still enjoys a couple of drinks with her girlfriends after
leaving the office. She loves to travel, wine tasting, shopping, drinking tea while reading Vogue, and eat
healthy meals while watching TV shows on Bravo, TLC, and HBO. The ‘Alexander Wang woman’ uses
Facebook to connect with family and friends, loves to browse Pinterest, watches Fashion Police and E!
News, and stays up-to-date with The New York Times, WWD, and fashion magazines.
The defining characteristics of this group are confidence and independence. These woman take control of
their own lives and are unafraid to be self expressive. They are perfect women for this line because the
pieces are functional, modern, and fashion forward.
6. Concept Form
Origin
A/W 14/15
Concept: Origin is strongly rooted in the principles of elements; the fundamentals
from which the modern have evolved from. Heavily influenced by architecture,
minimalism, and masculinity, there is a strong focus on clean lines, crisp details,
classic fabrics, and muted tones.
Trends: The line adopts both fashion, fabric, and color trends. Sharp and sleek
lines, stiff versus drape, classic fabrics, engineered prints, black and white, shades of
concrete, and deep red tones.
Colors: Black, white, grey shades, deep-toned reds.
Fabric: Wool, flannel, plaid, silk, viscose, cotton jersey, rayon, and polyester.
Trims: Buttons, zippers, watercolor prints, and engineered graphics.
Silhouettes: Sheath, asymmetric, tent, trapeze, chemise, one shoulder, and variations
of styles.
7. Origin
A/W 14/15
Fabric: Jersey
Fiber: 100% Merino Wool
Construction: Jersey knit
Blood Print
Fabric: Ponte di Roma
Fiber: Polyester
Print: Over print
Shadow
Plasma
Concrete Print
Fabric: Jersery
Fiber: 70% Merino Wool
30% Viscose
Construction: Jersey
knit, yarn dyed
Zipper
Fabric: Ponte di Roma
Fiber: Polyester
Print: Over print
Slate
Marrow
Lead
Fabric: Ponte di Roma
Fiber: 70% Rayon
30% Polyester
Construction: Jersey knit
Button
8. Description: Shirt dress with a six button, center front closure. Single
needle topstitching on convertible collar, cuff, and hemline. Yoke on
back on dress.
Style: Basic
Fabric: Jersery
Color: Marrow, Shadow
Origin
A/W 14/15
Description: Square-neck sheath dress with fish-eye darts. Squared off
slit on left side of dress. Dress is sleeveless with a zipper closure on
center back.
Style: Fashion
Fabric: Printed Jersey
Color: Shadow, Plasma
9. Description: Shawl collar, wrap dress with tie closure at waist. Dress
has French darts and welt pockets on the front.
Style: Basic
Fabric: Ponte di Roma
Print: Blood Print
Origin
A/W 14/15
Description: Skirt and simple jacket pair. Skirt is box pleated and knee
length. Jacket with French seams has a five button closure and a seam
down center back.
Style: Basic
Fabric: Printed Jersery
Color: Lead
10. Description: Sheath dress with princess seams and slits at hemline.
Crew neckline and waist seam.
Style: Fashion
Fabric: Ponte di Roma
Print: Concrete Print
Origin
A/W 14/15
Description: Sheath dress with French darts and blouson top. Tie closure detail at neckline. Dress has a hidden placket at center front and a
zipper closure at left skirt sideseam.
Style: Fad
Fabric: Ponte di Roma
Print: Concrete Print (Skirt)
Color: Slate (Top)
11. Description: Panneled, strapless sheath dress. Piping detail in between
pannels and zipper closure at center back. Optional wrap.
Style: Basic
Fabric: Ponte di Roma/
Jersey
Print: Blood Print
(Front and back panels)
Color: Shadow (Side pannels)
Origin
A/W 14/15
Description: Shirt dress with notch collar and princess seams. Top part
of dress had a three button closure.
Style: Basic
Fabric: Jersey
Color: Plasma
12. Theme and Trend Boards:
Works Cited
"Alexander Wang Fall 2013." Alexander Wang. N.p., n.d. Web.
<http://www.alexanderwang.com/shop/womens/ready-to-wear/all/>.
"A/W 14/15 Trend Journal Inspiration." Web log post. Fashion Vignette. N.p., n.d. Web.
<http://fashionvignette.blogspot.com/search/label/A%2FW%202014>.
A+O Fall." Alice and Olivia. N.p., n.d. Web.
<http://www.aliceandolivia.com/womens-designer-clothes/womens dresses>.
Saint Laurent Paris Fall.Saint Laurent ParisYSL. N.p., n.d. Web.
<http://www.saintlaurentparis.com/womens/ prefall2013>.
Trend Forecasts." Trend Stop (2013): n. pag. Web.
<http://www.stylesight.com/fashionoffice/landing_pages/node.php?node=4666&gender=w>.
Customer Profile:
"Alexander Wang Fall 2013." Alexander Wang. N.p., n.d. Web.
<http://www.alexanderwang.com/shop/womens/ready-to-wear/all/>.
"Fashion Market Research." Consumer Market Research. NPD Group, n.d. Web.
<https://www.npd.com/wps/portal/npd/us/industry-expertise/fashion/>.
"My Best Segments." Nielson PRIZM. N.p., n.d. Web.
<http://www.claritas.com/MyBestSegments/Default.jsp>.
