coachella, innovation, fashion, denim, 90's trend, youth fashion, cool kid observation, festival fashion, compensating behaviors, juniors, mom jeans, overalls, pockets, activewear, outdoor trend, fashion forecasting, scad, dmgt, graduate fashion school

1. Aidenn Mullen / Graduate FASH 503 / SCAD Spring 2014 / Professor Greene
Coachella 2014, week 1
Pockets, Shorts, Overalls & Bags.... User compensating behaviors visualized

2. Aidenn Mullen / Graduate FASH 503 / SCAD Spring 2014 / Professor Greene
Pockets, Shorts, Overalls &
Bags.... User compensating
behaviors visualized
Coachella, the indie music festival held annually in California has just made
it’s stamp on trend for casual wear once again.
For Fashion forecasters, Merchandisers and Designers the narrative taking
place is a narrow peek into future offering a selection that today’s “pull”
consumer is looking for.
Looking to Coachella requires that the Apparel team have a young consumer persona in
mind, one that isn’t neccesarily running away when thinking of 1990’s crop tops,
babydoll dresses, overalls, high rise denim and chunkly heels.

3. Aidenn Mullen / Graduate FASH 503 / SCAD Spring 2014 / Professor Greene
Ideal Consumer Persona’s: those looking to
adopt trend from the festival.
Those attending have cash ready , packages for
the event begin at $399 each...
Leather Fringe, Boho Hippyster love child 1990 in full effect

4. Aidenn Mullen / Graduate FASH 503 / SCAD Spring 2014 / Professor Greene
Relevant Retailers / Sponsorship partners / SOP opportunity
+$47MM in revenue

5. Aidenn Mullen / Graduate FASH 503 / SCAD Spring 2014 / Professor Greene
Trend Talk - Shorts & Overalls
While it’s no secret that the past
90’s trends have resurfaced, there
are a few things to note about
consumer behavior.
Visually, there seems to be a compensating behavior between what consumers “want”
to wear (shorties) and what they “need” to take in tow.
These behaviors involve the extra toting of:
-cell phones in hand
-fanny packs for storage
- small shoulder bags
- belts with pockets for storage
-the back pack
-the utilitarian overall

6. Aidenn Mullen / Graduate FASH 503 / SCAD Spring 2014 / Professor Greene
Trend Talk - Shorts & Overalls
Solutions and visual representations of our
“must have “ posessions are popping up at
Kingpen, a denim tradeshow.
The skinny boyfriend short now with
deep patch pockets
Coin Pkts. extend to
hold phones
Zippers offer functionality, not
just aesthetic
Dry processing denim
techniques inspired from our
phones, etc.

7. Aidenn Mullen / Graduate FASH 503 / SCAD Spring 2014 / Professor Greene
Trend Talk - Shorts & Overalls
The future of casual bottoms can take a cue from
activewear & outdoorwear design, accomodating
the user with storage as a need and often a much
acknowledged brand benefit for the consumer.
Dry processing denim
techniques inspired from our
phones, etc.
Easy access phone
storage , headphone
organizing
Zip slash pockets on
activewear
Adjustable waistbands,
zip hand pkts.
Juxtaposed pkts. for
multiple purpose
storage

8. Aidenn Mullen / Graduate FASH 503 / SCAD Spring 2014 / Professor Greene
References
http://www.laweekly.com/slideshow/coachella-fashion-2014-41113090/3/
http://www.pinterest.com/ssseason7/coachella-attire/
http://fashionista.com/2014/04/how-music-festival-culture-has-shaped-spring-trends#awesm=~oBsX23KAIw0765
http://fashionista.com/2013/04/coachella-business#awesm=~oBsXVVEvGVaKYA
http://www.wgsn.com/content/report/Street_Shots/Youth/North_America/2013/Apr/
coachella_2013_apparel_street_shots.html