Rachel Mc Collum Beyond Fashion Spring 2009

REDEFINING FASHION THROUGH SELF ESTEEM
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Beyond Fashion

Part 1

Acknowledgements

I would like to thank my teacher Robert Rabino-
vitz and class for helping me progress in my proj-
ect throughout the year. I would also like to give
special thanks to Gabriel Pazos, the web creator
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of my web site, Natalia Cuellar, who assisted in
prototype development and finally my brother,
Kyle McCollum, who helped me to develop the
financial analysis and business plan.

Table of Contents
Rachel McCollum
Parsons The New School For Design
Department Design and Management
Senior Thesis: Robert Rabinovitz
Spring 2009

1.) Abstract
Overview.........................................................................................................................1-2

2.) The Argument
Thesis Statement..........................................................................................................3-4

3.) Prominent Issues
What is driving the debate..............................................................................................5-6

4.) The Facts
Statistics on Self Esteem..............................................................................................7-8
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5.) Field Research
Opportunity Evaluation.....................................................................................................11
Interviews..........................................................................................................................12
Evaluating Fashion.....................................................................................................13-14
Image Observation.....................................................................................................15-16
Personas.....................................................................................................................12-20

6.) Prototypes
Magazine....................................................................................................................22-24
Web Site....................................................................................................................25-28
Non For Profit Organization........................................................................................39-30
Fashion Line..............................................................................................................31-32
Evaluation of Prototypes..................................................................................................33

7.) Implementing an Intervention.................................................................................34
The System Map........................................................................................................35-36
The Groups Involved........................................................................................................37
Cost Benefit Analysis.......................................................................................................38

8.) The Backpack
Symbolism..................................................................................................................39-40
The product.................................................................................................................41-42
The Function...............................................................................................................43-44

9.) The Web Site
Bloom Web Site.........................................................................................................45-50
NASE.........................................................................................................................51-52
Women’s Campaign International...............................................................................53-54
Internet Service Provider.............................................................................................55-56

9.) The Business Plan

Mission Statement............................................................................................................58
Product Positioning.....................................................................................................59-62
Consumer Overview........................................................................................................63
S.W.O.T.Analysis.............................................................................................................64
Competitive Landscape...............................................................................................65-66
Public Relations...........................................................................................................67-68
Marketing..........................................................................................................................69
Advertising.......................................................................................................................70
FinancialAnalysis........................................................................................................71-76
Future Plan................................................................................................................77-78

10.) The Conclusion.................................................................................................79-80
Bibliography................................................................................................................81-82

Abstract

The first part of my thesis focuses on the psychological problems. Body image dis-
research and analysis of gender identity, satisfaction is one of the most common
and society as they relate to perception factors that influences low self-esteem in
of beauty. My research began by ques- females (1). This “man-made struggle” is
tioning the meaning of beauty in different stagnant and destructive; it is an obstacle
cultures and its effects on women. The that can be difficult to overcome, espe-
investigation explored a variety of differ- cially when girls are growing into young
ent cultures and their views on beauty women. This creates a constant pres-
in its physical, emotional, and spiritual sure for young females to desire the un-
essence. This involved understanding realistic beauty standard. Reality versus
the historical, psychological, and cultural perception is impacting virtually all teens
significance of beauty and its industries. in the United States. This is why I have
I then performed interviews and used decided to dedicate my thesis to create a
empirical research to gain a better un- solution to help empower young women.
derstanding on the issue. I discovered There is real need to create a health-
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we live in a society that places physical ier outlook on beauty standards and to
beauty above so many other aspects bring a more positive image to the fash-
that it has affected the very fabric of our ion world. Throughout my study on this
culture. Young women that battle with issue, I discovered that this is a problem
self confidence and body dissatisfaction that may never be completely solved,
issues struggle through life changes and, however I found that it is important to
in many cases, can result in desperate start taking action and to initiate change.
states such as disorders or In response to these issues that

are driving debate on “beauty standards,” young women. My intervention is impor-
I found the media and fashion industry tant because it helps promote self esteem
have a prominent influence on creating as well as introducing a new fashion con-
these values for young women today. Un- cept that is related to self awareness and
fortunately, the term “beauty standards” individuality. I have strived to push the
has become manipulated. In many cas- issue of self-esteem more forward into
es, this has a negative impact on a young the lives of young women by communi-
female’s life, as they are more vulnerable cating directly into their lives through an
to be influenced by the media and other interactive web site as well as providing a
factors such as their social life and family product that features value, functionality,
values. During the analysis of this issue, and individuality. The web site will give
I explored extensive research as well as young women communication, strength,
developing several prototypes to build a and support while empowering them with
strong case. Through this I discovered knowledge, understanding, and accep-
my greatest opportunity for an interven- tance of who they are and how they look.
tion. The final solution focuses on an ac- The Bloom backpack line offers women
tion plan that pushes for societal change a innovative and fashion forward product
regarding beauty standards and redefin- that is good for the body, provides the
ing fashion through self esteem. The ultimate functionality, and is completely
purpose is to influence the lives of girls originally for each individual. In addition,
that battle with body and identity dissat- the backpacks are made specifically for
isfaction and to work towards giving the each individual and are for a good cause
fashion industry a more optimistic feel to that goes to helping women in the U.S.
as well as other locations in the world.

2

The Argument

“No one ever told me I was pretty when
I was a little girl. All little girls should be
told they’re pretty, even if they aren’t.”

-Marilyn Monroe
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Thesis Statement

The Dove Self Esteem Fund

Throughout history in all cultures a com- The consequences of this issue are re-
mon ultimate goal is to achieve beauty. sulting in low self-esteem and confu-
Just as all people look different, all peo- sion of self identity. Therefore, there is
ple have a different view on the ques- a need for a product or service that will
tion, what is beautiful? Great pain has influence change in society and fashion
been suffered for centuries for women to as well as expanding on the idea of what
achieve perceived beauty and depend- constitutes beauty. I will aim to create a
ing on point of view it can be seen as solution within the fashion or beauty in-
subjective or objective. However, today dustry to initiate a more positive standard
women in western society are exposed on attractive looks as well as striving
to an increasing amount of media that is to improve self esteem issues in young
invading the lives of young girls. The women. Some astonishing facts that re-
lengths that young women are willing to veal that self-esteem is a prominent issue
go in order to achieve the unattainable are: only 2 % of women around the world
look is becoming a growing problem. The describe themselves as beautiful and 81
“fashionable” unrealistic airbrushed fe- % of women in the U.S. strongly agree
male body has become the standard for “the media and advertising set an unreal-
beauty in western society. This creates istic standard of beauty that most women
a constant pressure for young girls to de- can’t ever achieve (2). These facts re-
sire a unhealthy beauty standard. veal that there is a relevant problem.

4

Prominent Issues
What is Driving The Debate

Beauty Pressures Self Esteem Issues

Beauty pressures are everywhere wheth- in young women not being able to keep
er it’s models that wear a size 2, or teens up which in return causes low self-esteem
that are developing into young women. to take over. Low self-esteem leads to
However, there are major influences from introversion, a withdrawal from normal
society, the beauty industry, and the me- life and a waste of potential (4). As de-
dia. The media influences girls in adver- fined by the National Association for Self-
tising, television and billboards. It also Esteem, it is the experience of being ca-
usually glamorizes the skinny model with pable of meeting life’s challenges and
airbrushing, and photo enhancements. being worthy of happiness. People who
Furthermore, they do not represent the have healthy or authentic self-esteem
usual woman. The average person in trust their own being to be life-affirming,
the United States sees around 3,000 ads constructive, responsible, and trustwor-
in magazines, bill boards, and television thy (4). Some of the negative impacts of
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every day which send out subliminal low self esteem are anorexia, nervosa,
message to young women on how they bulimia, narcissistic personality disorder,
should be (3). This is a problem for young adonis complex, plastic surgery addic-
women because it is creating unrealistic tion, substance abuse, social alienation,
standard for beauty and a constant pres- stress, depression, and body dysmorphic
sure for young women to look a certain disorder which are all damaging to the
way which is causing low self esteem. body, mind, and overall view of oneself
These beauty pressures often result in on various different levels.

Home Environment Social Environment

The media and society have a big in- The social life of young women is very
fluence on the self-esteem of young important and usually plays a part in af-
people, but it is not the only determin- fecting self esteem. Often young women
ing factor in the development of self- want to fit in and be accepted by the
esteem. Research has shown that the people they are surrounded by. If young
home environment, school environment, women are not accepted at school or in
and social aspects are all extremely im- their social circumstance it can often af-
portant. Any young woman must have fect their self esteem. Many girls that
love, flexibility, communication and feel describe themselves as lonely often
valuable from their parents in order to de- have poor self esteem, are extremely
velop her self-esteem (5). According to self-conscious, are awkward with others
recent research, supportive parenting is and have harsh self-criticism (5). Fur-
lined to adolescent self esteem (Dekovic thermore teens in the adolescence stage
& Meeus, 1997). Controversly, lack of are even more influenced by their social
parental support has shown to influence surrounding (5). It is important for young
social behavior and confidence issues. girls developing into women to feel im-
Thus, parental support is extremely important and secure because there are
portant. Parents must understand what so many aspects of a teen’s life that are
his or her daughter is going through and changing, such as her body, her relation-
must support her in emotional state to ships with friends, academic challenges
improve ones overall confidence. and family relationships.

6

The Facts
Statistics on Self Esteem

Only 2 % of women around the world de- New York is ranked among the top ten
scribe themselves as beautiful locations of the highest percentage of
81 % of women in the U.S. strongly agree teens (19%) that admit to having low self-
“the media and advertising set an unreal- esteem (2).
istic standard of beauty that most women 17% of teen girls in New York practice
can’t ever achieve (2) disordered eating, such as starving them-
Market data Enterprises, Inc. estimated selves, refusing to eat and throwing up,
the size of the weight loss industry for when feeling badly about themselves
2003 at $34,000 billion. 90-95 of all an- The majority (76%) wish female beauty
orexia’s is a woman. Women are more was portrayed in the media as being
likely to suffer from depression and low made up of more than just physical at-
self esteem, accompanying body image tractiveness (2).
dissatisfaction, then men. 75% that they wished the media did a
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Over half of the teen girls interviewed for better job of portraying women of diverse
my research were insecure about some- looks.
thing concerning their physical state or 15% of teen girls in New York wished that
mental attitude towards themselves. they had more support from either their
7 in 10 Girls believe they are not good parents, friends, in school, or in their so-
enough or do not measure up in some cial life. This percentage of girls also re-
way including their looks, performance in ported that they disliked at least one as-
school and relationship with friends. (6) pect of the way they look or feel (2).

8
National Association of Self Esteem


“She walks in Beauty, like the night
Of cloudless climes and starry skies;
And all that’s best of dark and bright
Met in her aspect and her eyes:
Thus mellowed to that tender light
Which Heaven to gaudy day denies.”

- She Walks In Beauty by Lord Byron
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Field Research

In researching possible opportunities for industry. The next part of my field re-
an intervention, I conducted field research search focuses on finding an object that
on various factors. My field research is is important to women and to then com-
an important aspect of my investigation municate through that object in a positive
on the problem because it allows me to way. This notion is based from my previ-
have my own interpretation and under- ous research on semiotics and how ob-
standing of the issue. Furthermore, I jects can hold a certain value and mean-
based the development of my prototypes ing to a person. The justification for this
on this research. I first explored exist- is to find something that is highly valued
ing entities that are striving to help self by women and then promote self esteem
esteem issues in young girls. This was and self identity through this object. In
to further my knowledge on what is cur- order to achieve this I performed several
rently out there and what are the missing interviews. The factors that I based my
links. The second part of my empirical development of my prototypes on are of
study was to interview the same control the following. I first performed interviews
group as my previous studies. The group which included a semiotic based analy-
was asked similar questions regarding sis of beauty and fashion objects. I also
self esteem, only this time it was directed conducted my initial thought process of
more on feelings and emotions towards an image experiment. This was done by
the exposure of the fashion and beauty putting a series of photographs including
industry. The point of this was to gain media, advertisements other related im-
a better understanding of how girls feel ages together that are all related to fash-
about the current fashion and beauty ion and beauty.

10

Field Research
Opportunity Evaluation
Advertising campaign
Bloom could possibly consist of a Beauty products
advertising campaign to promote self- Bloom could create a beauty product
esteem in young women. that promotes self-esteem
Current Advertising Campaigns Current Products
The Dove Self-Esteem Fund
Nike Thunder Thighs Campaign
b416 Skin care
The Body Shop / Got Milk i.d solutions
Fit & Light Yogurt

Magazine SELF-HELP BOOK
Bloom could create a book that pro-
Bloom could develop a magazine
motes self esteem in girls.
that promotes self esteem
Current Books
Current Magazines
Six Pillars of Self-Esteem
Republican Women of Color
The Girls’ Guide to Life, The looks
Hues Magazine

Book, The Body Myth, Packaging
Girlhood

Web Site
Bloom could develop a web Site that ORGANIZATION
promotes self-esteem Bloom could develop an organization
Current Web Sites that promotes self-esteem
www.doveselfesteemfund.com Current Organizations
www.loveMyBody.org, www. NASE, Self Esteem Boston, Girls
girlsinc.org, www.iseeinc.org Incorporated, You Are Beautiful,
wingsforkids.org Girls Self-Esteem Programs

Fashion SPECIAL PROGRAMS
There are no current solu- Bloom could develop a pro-
tions promoting self-esteem gram that works in schools to
consistently in fashion. There Promote self-esteem
is an area of opportunity to Current Programs, Reach For
developed a fashion line that Health, Partnerships
promotes self-esteem for Gender,

In researching on current solutions, I This is the missing link in current solu-
found that there are several companies tions because there is not one solution
that are starting to promote self esteem for this problem. This issue involves vari-
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in their campaigns such as; (Dove, The ous different aspects that must be taken
Body Shop, Nike, and Sports Girl. There into consideration such as individuality,
are also various self-help books, organi- family, sense of community, and society.
zations, and special programs that are Therefore my intervention will focus on a
all dedicated to helping girls with self- multiple levels of media and will concen-
esteem issues. However, I found that all trate on interaction with the individual.
current solutions are aiming to solve this Furthermore, this is an a issue that can-
problem with only one form of media. not be solved by one simple solution.

Interviews

Getty Images

Do you feel that the fashion and beauty indus- What items are most important to you regard-
try effects you? ing fashion?
50% yes 40% shoes
25% sometimes 10% clothes
25% no 50 % accessories
Do you like fashion? Do you prefer to purchase fashion items that
80% yes do not require you to fit or try on?
20% no 50% yes
How do you feel after being exposed to im- 50% no
ages of ultra thin models in fashion media? What items are most important to you regard-
60% feel vulnerable ing beauty accessories?
10% feel fine 10% hair
20% feel they are not satisfied with the 50% make up
the way they look 40 % other
Do you think images of ultra thin models are How often do you read or purchase fashion
unrealistic? magazines?
50% yes 20% every month
10% it depends 50% occasionally
40% its not a healthy standard 20 % rarely
Are you a member of online networks such as
Do you think people around you are influ- face book, my space or a blogger?
enced by fashion models? 95% yes
50% maybe 5% no
30% yes Would you be interested in a fashion line, mag-
10% no azine, or web site that promoted self esteem
while also allowing you to engage in fashion or
Do you feel that the media’s model like body beauty?
ideal has effected you in a negative way?
20% no 70% yes
50% yes 10% no
30% maybe 20 % maybe

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Field Research
Evaluating Fashion

Getty Images

“Clothes create a wordless means of communication that
we all understand”.
-Katherine Hammer

There are many dilemmas in the modern On another note, dress in general is a
fashion industry. Some of the main con- way for people to express their individu-
cerns are from the constant flow of ad- ality. Therefore, in many aspects fash-
vertising extremely thin and airbrushed ion is related to self-esteem. Fashion
models. Society has created a certain is a language which tells a story about
beauty standard that is having a negative the person who wears it. Fashion is also
impact on young girls lives. The fashion something we deal with on a everyday
industry has influenced many of soci- basis, even if a person is not interested
ety’s problems with weight and eating in fashion, what they wear can say a lot
disorders. There are many individuals about their personality or how they are
in the world who do not have the ideal feeling that day. Dress lies on the bound-
body type , thus women that do not fit the ary between self and another (7). For in-
“ideal standard” tend to have lower self- stance, if one is dressed inappropriately
esteem. These types of advertisements for a certain situation or when our clothes
have an enormous impact on the youth just simply do not fit well, the individual
at the present as many of them appear does not feel confident. To understand
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in youth magazines. Another very promi- the relationship between dress and the
nent problem facing the fashion industry body one must acknowledge the nature
is the extreme body forms many of the of dress, which imposes itself on our
models are portraying. The vast majority experience of the body. This makes us
of catwalk models are dangerously skin- aware of our form of body and the way
ny and it has been suggested that they the clothes fits in certain areas makes us
even suffer from malnutrition or develop more aware of that particular part of our
an eating disorder. body (7).

Corbis.com

We also have a relationship of dress body, however, heels can contribute to
to the social world. It tells us that our the development of a variety of condi-
clothes do not only belong to our bodies tions from corns and calluses to ham-
but also to the social world in which we mertoes, arthritis, chronic knee pain,
are strongly influenced by. Therefore the sprained ankles and back problems. It
dressed body must acknowledge the so- has been reported that some women
cial nature of it self and how it is shaped went as far as performing cosmetic sur-
by techniques, attitudes, aesthetics and gery in order to wear a certain style of
so on, which are strongly related to so- high heel. Regardless of the down falls
cial aspects (7). In addition women have women will continue to wear them in the
done some rather insane things to their name of fashion. Through these facts, it
bodies in name of fashion. This is some- has become quite apparent that women
thing that is apparent throughout history. have continued throughout history to
For instance in the 1800’s women start- change or modify themselves for fashion
ed wearing corsets to make their waists trends. Therefore, I found that there is a
smaller. This was not only painful but also need for something that is not only more
resulted in broken ribs and damaged in- practical for the woman but something
ternal organs. Today the high heel is the that makes her feel confident and stylish
ultimate symbol of fashion. Its purpose is without having to alter or make sacrifices
to increase heightens and elongate the in the name of fashion or beauty.

14

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Field Research
Image Observation

The Process and Purpose

The process of this experiment was to The pictures displayed to the left are the
set out a series of images that express images that were chosen most often.
different meanings. I collected 100 im- The results of the experiment showed
ages that varied in their symbolism. This that young women were more attracted
experiment was performed to the same to images displaying relationships. I
group as the first image observational also found that girls did not choose pho-
study. Only this time the photographs tographs that had subliminal messages
were based from the fashion and beauty that displayed thin models or advertise-
industry. The image subjects included ments that stereotyped people. I found
fashion, advertising, media, beauty prod- that there was not one set trend in what
ucts, and fashion photography all hold- images were chosen but rather that girls
ing a specific meaning. I asked the same felt a particular meaning behind the im-
control group to choose ten photographs age. I also found that girls had a positive
that stood out to them. Once they chose attitude towards fashion when there was
the images I asked them to report why not a model or certain look that sold the
they chose it and how it made them feel. object.

16

Personas
Understanding The Group

Sara
Jones

Sara Jones is a 18 year old girl from a large amount of stress as she will be
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from Boston. She has been training as a competing with her closest friends in her
dancer since she was 7 years old. Grow- ballet class. Sara is of strong character
ing up as a ballet dancer, Sara feels that but often feels overwhelmed in her situ-
she is exposed to body image issues. ation. Her life as a ballerina requires a
She feels this pressure continue through- large amount of discipline and a certain
out her dancing career. Sara is currently body standard. Although her passion is
getting ready for an audition for the big- dancing she often wishes that she could
gest ballet event in Boston. She feels express herself more freely.

Lily
Michelle

Lily Michelle is a 24 year old girl that grew environment. Even though Lily speaks
up in Japan. Her mother is Japanese perfect English she is finding it difficult to
and her father American. She moved to meet new people. In addition she feels
New York City to live with her father only homesick from her mother and friends.
a month ago to start her studies at Jul- She is going through a lot of life chang-
liard as a musician. She is very excited es and wishes that she had her closest
to be living in a new country and experi- friends and mother to talk to at this time.
ence new things, however Lily is finding it Although Lily will continue to grow as a
difficult at times to adapt to her new musician at Julliard.

18

Personas
Understanding the Group

Angela
Sanders

Angela Sanders is a 16 year old girl living on being popular. Angela feels pressure
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with her parents and sisters in California. as she is constantly being compared to
She is a Junior Palm Springs High. An- her older sisters that were popular in
gela wants to become an artist and finds school and had excellent grades. She of-
it difficult to concentrate on her studies ten feels bad in school and in her home.
at school. Furthermore Angela feels that Angela desires to have friends that share
she is out cased in school because she the same values as her and also wishes
does not share the same interests as her that her parents would not compare her
friends. Most of her friends are focused to her sisters.

Annelise
Lady

Annelise lady is a 15 year old girl from the girls volleyball team. Although An-
Florida. She lives in Miami with her moth- neslise is popular at school and has
er and two brothers. Growing up with many friends she often feels excluded by
her two brothers she became a tom boy. the girls. Most of her friends are males
Ever since she was a little girl she pre- and the other girls do not invite her to any
ferred to play basketball and sports with activities. Even though she tries not to
the boys instead of with the girls in her care, she still wants to feel like one of the
class. Annelise participates in all school girls. Furthermore, she feels stressed
sports and has become a mascot for the because she is not part of the group.

20

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Beyond Fashion

Part 2

Prototypes

“The most beautiful thing we can
experience is the mysterious. It is
the source of all art and science. He
to whom this emotion is a stranger,
who can no longer pause to wonder
and at and rapt in awe, is as good as
dead.. His eyes are closed.”
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Albert Einstein

Problems with Current Publications

Magazines for young women today are CosmoGirl is filled with editorials regard-
filled with articles that urge girls to maxi- ing sex, gossip, and popularity contests.
mize their “hot” looks while promoting These magazines are promoting envi-
the unrealistic beauty ideal. These mixed sions for teen-age girls to think they need
messages may well be destructive and in to be fixed. There is a need for a maga-
part responsible for the rising numbers of zine that promotes a healthier lifestyle.
teens starving themselves. Teen maga- My proposition is a alternative magazine
zines are loaded with ads and editorials that offers various subjects of beauty,
that are sending out the wrong message fashion, travel, and lifestyle in a positive
to girls (8). Magazines such as (Stars) way. Its aim will be to promote self-es-
exploits women in their bathing suits and teem and give young women the option
makes bad acquisitions of the women. to read something different.

22

Prototype 1
Bloom Magazine

My first proposal for a prototype is to cre- The concept of the magazine was inspired
ate a publication that will offer girls an al- by Vogue, Woman’s Health, and National
ternative to the average fashion magazine. Geographic. These three concepts of fash-
Bloom magazine will feature a more per- ion, health, and society will be featured
sonal connection to the individual by of- in every issue. However the publication
fering stories on fashion, health, and in- would take these concepts to an individual
dividual concerns. The aim is to present
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level and will promote self-esteem issues.
a positive and healthier outlook on health, The publication will not feature extremely
body image, and self esteem. The maga- thin models or ads that include airbrushing.
zine will present real life stories about girls Furthermore, the magazine will be socially
in other cultures, as well as interviewing responsible in striving to influence societal
readers about topics related to self-esteem. change and expand on the idea of what
Furthermore, the magazine will be a great constitutes beauty. Bloom magazine will
choice of reading for girls to learn how to promote young teen women to be individu-
embrace their individuality. alistic.

Prototype 2
Web Site

Problems in Web sites What Bloom Offers
Anorexia web sites which encourage The Bloom web site will be designed to
teenage girls to compete to lose weight promote a healthier outlook on the body
and provide tips on fasting are becom- as well as developing an interactive plat-
ing a growing problem. Medical experts form for girls to communicate to experts,
fear growing numbers of teenagers are parents, and other professionals about
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being “sucked” into a culture dominated their concerns. Furthermore, girls can
by web sites that promote anorexia and view current campaigns that are promot-
bulimia as a “lifestyle choice” (8). Experts ing self-esteem. The web site will allow
believe more than 500 sites promoting girls to communicate with experts and
eating disorders are now competing for other areas of interest such as fashion,
the attention of vulnerable girls. Groups beauty, and health. In Addition parents
are encouraging teenage girls to become will be able to log in and create an account
anorexic or bulimic (8). as well to learn about these issues.

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home login communicate campaigns beauty advice health current news

about us
what we do
how to join

bloom web site will offer a interactive platform for girls and Bloom Web page
between the ages of 14-24. This web site will work as a offers a platform
on-line network for girls to communicate about issues con- for girls to commu-
cerning self-esteem. Users will be able to login and get ad- nicate to profes-
vice from experts, that include nutritionists, psychologists, sionals
and counselors. In addition they can also see latest beauty
and fashion trends that will best fit their personal needs.
The web site will offer self-esteem campaigns, how to get
involved in programs and learn about other current events
concerning women different parts of the world.

26

Prototype 2
Web Site
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become a talk to a friend current fashion
member talk to a expert campaigns cosmetics
join a group talk to a parent

Bloom web site will be an online community
for girls from around the world to share their
interests, concerns, and have support.

Users will be able to contact, experts, seek
advice, and learn about how to get involved.
This interactive site allows users to communi-
cate via messenger, skype, or mail.

Users will be able to view current campaigns
for self esteem. Its purpose is to create aware-
ness about these campaigns and to promote
self-esteem issues in young women.
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Users will be able to see latest fashion trends
and find the looks they want in a more posi-
tive way. This will be done by simply showing
the product rather than the ad with a model.

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nutritionist nutrition women’s
phycologist learn about groups
councelor excersize

Users will be able to learn from experts such
as nutritionists, psychologists, and counsel-
ors. They will give advice about self-esteem
issues and help girls get through their person-
al problems.

Users will be able to learn about health such
as nutrition facts and exercise tips. Young
women can learn about various exercise rou-
tines and health tips from the most knowl-
edgeable experts.

Users will be able to learn about other women
rights issues and have the opportunity to join
groups and help support other women around
the world.

28

Prototype 3
Non For Profit Organization

Bloom non for profit organization will fo- This is an important issue because fe-
cus on joining forces with groups within males are literally weighing their self-
the fashion and beauty industry to make esteem on the wrong factors. Body im-
change. Several companies and orga- age dissatisfaction is one of the most
nizations such as The Dove Self-Esteem common influences on low self-esteem
Fund, Nike, The Body Shop, JanSport, in young females. The purpose of this
bloom

NASE, Self Day, Converse, Got Milk organization is to reach out to young girls
Ads, and Sports Girl are fighting for a and empower them with knowledge, un-
more socially optimistic level of beauty. derstanding, and acceptance of who they
This organization has been inspired by are and how they look. Furthermore, this
these companies and their will to make organization will be able to promote self
change. However, this idea needs to be esteem and self awareness in various
brought to another level by working on mediums to achieve a ideal level of com-
multiple levels of media. munication to the individual.

How it Works

American
Apparel
Target
Top shop
Jan sport
H&M

icons --------- organizations -----

------------
bloom will seek
bloom will collabo-
- - - -
to find influential
women within the rate with organiza-
entertainment, tions in promoting Commercials
the campaign and Advertisements
bloom ----------- fashion Industry - - - fashion, and
beauty industry creating a web site Fund-raisers
bloom is an organiza- bloom will present a re- to promote self promoting self-
tion that promotes quest for proposal (RFP) esteem esteem
self-esteem aware- to existing fashion/beau-
ness through multiple ty companies to par- ------ campaigns
-----
Actress
levels of media. The ticipate in a campaign
Model bloom will link all

------------
mission is to join or create a collection (NASE) awid
Singer groups together for
forces with existing to make a difference in
Influential a campaign to influ-
entities within the self-esteem issues in
Role model ence self-esteem
fashion and beauty young women.
In industry in teens and young
industry to promote women
a positive beauty
standard.
Dove
The Body
Shop
awareness -------- ------ website ----------
The organization will bloom’s web site will
L”Oreal
empower young women give users the opportu-
with confidence while Health Experts nity to learn about the
creating awareness for Psychologists campaign, seek advice,
young women Counselors and given the chance to
Other profes- participate in organiza-
sionals tions to make a differ-
ence

In order to achieve positive communica- for proposal (RFP) to existing fashion/
tion regarding personal beauty to women, beauty companies, talented influential
I have created a non-for profit organiza- people, and social groups. This RFP will
tion called Bloom. Bloom will link existing ask these companies, individuals, and
entities in the fashion and beauty industry groups to participate in a campaign or to
together to promote a healthier outlook create a collection to raise money to help
on the industry. I found there is not just women suffering from physiological, in-
a single solution for this problem in wom- dividual body dissatisfaction. Bloom Non
en. In order for my intervention to make for Profit Organization will initiate change
a difference it must penetrate through the in society and promote a better image for
individual, parents or family, and society. girls to follow. This organization will link
Therefore, my project will rely on multiple all existing companies and organizations
levels of media in the fashion and beauty together to form a stronger, and more ef-
industry. Bloom will present a request fective solution to improve self esteem.

30

Prototype 4
Fashion Line

Bloom’s corporate office
will be located in NYC and
will work closely with Hu- The production of
man Right Watch to make bloom products will
locate women in need. be made in Asia to
help women in need

Bloom and human rights watch
work together to help women
in Myanmar where they are
subjected to human rights
violations. Bloom and Human

Rights Watch will work to form
a foundation were women can
have good paying jobs and pro-
mote healthy beauty standards
to girls in the United States

Bloom fashion (accessories line) will be The production of the company will be lo-
socially responsible in promoting healthy cated Myanmar where women are sub-
beauty standards as well as supporting jected to high amounts of human rights
women’s rights. Bloom Accessories will violations. Furthermore, Human Rights
promote self esteem by representing in- Watch is currently working with these
dividuality in their fashion concept as well women. Bloom presents an opportuni-
as in their advertising. In addition to this ty for these women to be provided with
the company will work exclusively with good jobs. Bloom believes that if these
“Human Rights Watch”. The purpose of two groups work together they can make
this is to critically examine the role of a difference in many women’s lives.
fashion in development and of peace Human Rights Watch is a international
programs to address the needs of young non-governmental organization that con-
women that are surrounded in conflict. ducts research and advocacy on human
Bloom Accessories will go beyond giving rights. Its headquarters are in New York
bloom

charity to women in need but will estab- City. The Women’s Rights Division of
lished from the beginning to be directly Human Rights Watch fights against the
linked with social groups in order to cre- dehumanization and marginalization of
ate a fashion line that works together not women. They promote women’s equal
just for women but with the women. The rights and human dignity (9). Therefore,
product will consist of various accesso- Bloom Accessories can work with this
ries that will donate 25 % of the profits to organization to improve girls self esteem
Human Rights Watch Organization. and help women in Myanmar.

Scenario

“ I’m never going to
look like that in my
prom dress!

This could
be something
different!
I need more
support!

Jessica is a senior at Palm Springs High. After Jessica meets up with her friend Sara. When
school she is meets her friend to go shopping. they walk around they are both overwhelmed
However, Jessica is not that excited to shop by advertisements displaying beautiful thin
because she has gone up two sizes up and models. Then Jessica spots out an ad that
feels pressured to fit in her old clothes. catches her eye.

“My back is “ Try one on!
killing me It is so much
from this more comfort-
heavy bag”! able”

“Finally
something
i don’t have
to fit
into”!

The girls walk to the store to check it out. The girls walk into the store feeling good, and
They find the bags appealing because they even better once they start to try them on. In
can have backpacks that are fashionable and the end both girls bought a bag and feel more
more comfortable. In addition, they feel com- comfortable and organized in school and in
fortable and good about the product. their social life.

32

Evaluation of Prototypes

“Do not wish to be anything but what
you are, and try to be that perfectly.”
~ St. Francis De Sales
bloom

Implementing An Intervention

The Individual:
Focused on Self
Identity and individuality

Social Environment:
Improving social Parents: Increasing
surroundings communication

BLOOM
Community: Fashion Industry:
Forming a support Creating a more
group positive image

The Function:
Creating an object with Experts: National
personal functionality Association for Self
and symbolism Esteem

Socially Responsible:
Helping Women in vari-
ous parts of the world

After analyzing four working prototypes 4.) Expert Point of view: To link com-
of various mediums, I have concluded munication between young women and
that the most effective form of interven- professionals. 5.) Social Responsibility:
tion will be a combination of all prototype To be active in underprivileged women’s
concepts. The most important issues that lives and make a difference. 6.) Function:
will be brought into the basis of the com- to create a product that brings personal
pany will be 1.) The individual: focusing function and comfort to the individual.
on promoting self identify and personal 7.) Community: to form a group with all
individuality. 2.) Involving parents into stakeholders to promote self-awareness.
the scheme and giving them an opportu- and finally, 8.) Social Environment: to im-
nity to communicate more efficiently with prove the social surroundings of young
their daughters. 3.) The fashion industry: women. These are all factors that will be
to initiate positive change in the industry. integrated into the final intervention.

34

The System Map
How it Works

Web Site - - - - - - - - - - - - - - - NASE - - - - - - - - - - - - - - - (IBM) --------------- Production - - - - - - - - - - - - - - -

The web site will National Association Application service Production is in
promote individual- of Self Esteem is provider: IBM man- Colombia working

ity and provide a an organization that ages and deliv- with local organiza-
platform for com- supports individuals ers application of tion ( WCI) to help
munication between through the applica- communication and women working in
professionals and tion of the principals maintains security low incomes a new
young women. of self-esteem. online. job opportunity

Women’s campaign
The Bloom web site NASE will be provid- The functional ap- International works
has two important ing their skills and plication service with local organiza-
features. professionals to provider delivers a tions to increase
1.) Offers a new communicate to the single application, awareness of
alternative to fashion user online. The providing a particular helping their local
where users can cus- aim is to create a web-enabled func- women at national
tomize and style their web page that every tion for the bloom and regional levels.
own personal bag. individual has a posi- web site. it presents Bloom will work
2.) Increase aware- tive experience and the best-customized with this organiza-
ness and commu- to promote aware- solution, offering
- tion to help the local
nication between ness, leadership, specific strategies artisan women with
individual, parents, and advocacy for for networking of good jobs and more
and society. healthy self-esteem. costumers. secure lifestyles.
bloom

- Community- - - - - - - - - - - - - -Emotions - - - - - - - - - - - - - - -
Back Pack- - - - - - - - - - - - - - -Target Group- - - - - - - - - - - - - - -

The backpack collec- Young women have The interactive Young women feel a
tions are designed the opportunity to platform on line will sense of community
to be customized on create, individualize, create a community and support from the
line. Users can ex- and increase their
- where young women online service and
-

press their individual self awareness all can communicate with products.
style and functional- while purchasing the parents, experts, and
ity. backpack online. other friends.
-

Features: The target group is The web site Com- After purchasing and
1.) Comfort girls aged 14-24. munity is a network browsing the online
2.) Individualistic The aim is to com- of NASE, WCI, par- service, the target
3.) Function municate to this ents and our mem- audience has had
4.) Stylish group and em- bers to share their the opportunity to ex-
power them with self concerns, ideas, and press their creativity
Benefits: awareness and to issues to discussion. by designing a one
1.)After customers critically examine the The point of the of a kind bag as well
purchase bag they role of developing in- community is to link as knowing that their
are members of the dividuality. Further- women and provide purchase has gone
bloom community more, the goal is to a useful platform for to a good cause, and
4.) 15% of the increase awareness young women to, becoming a val-
proceedings go to about false beauty increase their self ued member of the
charity ideals. awareness. bloom community.

36

Intervention
The Groups Involved

NASE

- - - - - - - - -
The Fashion Industry Women’s Campaign
International

- - - - - - - - - - - - - - - - - -

Individual Web Site
- - - - - - - - -

Family
Community

Backpack
bloom

Displayed above are all the groups in- in how it intervenes to the individual. The
volved in the intervention. These seven individual is directly linked with the web
elements are crucial to create an inter- site and bloom’s (backpack) product.
vention that will be effective in the indi- The secondary relationships are forming
viduals life. By critically examining the a community with National Association of
situation, I have placed each element Self Esteem, to promote self awareness

NASE
Women’s Campaign

- - - - - - - - -
The Fashion Industry
International

- - - - - - - - - - - - - - - - - -

Web Site
Individual
- - - - - - - - -

Family
Community

Backpack

The areas highlighted in pink show how the web site. The secondary relations
the web site is directly linked with the takes place in the production or overall
backpack, National Association for Self concept of the company. These areas
Esteem, and the individual. These are are highlighted in grey. They include the
the fist elements that the individual is in- after effects that happen after the individ-
volved with by simply logging onto the ual has created the backpack.

38

Symbolism of The Handbag
Why A Woman’s Bag is Important

The symbolism of the handbag is ex- symbols. In other words, people cat-
tremely valued by women. Not only are egorise different persons through their
most important items stored in it, but the wardrobe and accessories. Therefore, a
bag also represents individual style. It is woman that wears a Balenciaga bag for
the only accessory that is both useful and instance, is automatically considered to
beautiful, an item that commands atten- be wealthy and fashionable. On the other
tion and has no expiration date. (10) The hand a woman that wears a no name bag
choice of a handbag reflects the taste, is categorized into a lower social setting
image and status of the carrier and merg- considered to have no style. This ex-
es its style with utility. It gives the woman presses how certain criteria’s and guide-
the possibility to store all of her impor- lines are imposed by our super modern
tant items while expressing her personal society, defining a universal and materi-
fashion statement. The purse also repre- alized perception of fashion. The bloom
sents a symbol of status. In other words, backpack will help lessen this problem.
bloom

the handbag has become not only the Women can design their bags from chic
most important accessory of a women, to moderate and can look stylish at any
defining her style and taste but became a price. In addition the bag will be fash-
luxury item that in some how represents ionable and show personal style. Thus
a certain social background. Furthermore the bag will not be covered in labels but
we are living in a society that is becoming rather with ones careful consideration
more and more materialized, shaped and and creativity to create a product that is
constituted by luxury items and status completely unique and original.

The Backpack
Product Synopsis

Customization Functionality

Individuality Interior vs
Exterior

Personal Style Self Identity

The bloom backpack offers several dif- through the customizing, meaning that
ferent features. One of the most im- each bag created is an original piece,
portant aspects of the backpack is that there is no one alike the other. Another
the interior will be customized to fit the important character of the bag is the in-
individual’s personal needs. The next terior versus the exterior. The exterior
aspect is functionality. The backpack of- will represent fashion and style while the
fers young women a new alternative to inside is created specifically for the indi-
bloom

carry her things and distribute the weight vidual to keep their most prized posses-
evenly across the back, thus avoiding sions in order. This notion is based on
back and shoulder pains from carrying a personal function and helping one stay
heavy purse. The bag is also designed to organized. With that said each bag rep-
have the straps of the bag clip off so it is resents personal style and individuality.
a reversible item that can be used for the The bloom backpack brings a new con-
day and the night. In addition, the back- cept to the woman’s bag, while giving her
pack will reveal one’s self identity the ideal fashion, style, and function.

Furthermore, the bag offers a differen- The interior of the bag is the most impor-
tiation in aesthetic. As other backpacks tant aspect because this is where the
such as JansSport, Northface, or even individual is able to express what their
American Apparel backpacks offer the personal style and needs are. The inte-
functionality, they do not represent this rior is designed for the person to add dif-
on a personal basis. In Addition, existing ferent sized and shaped pockets as well
backpacks to not offer a fashion, or luxu- as choosing the inside material. This to
rious based bag. The bloom backpack create a bag that gives the individual the
reaches a unique concept on fashion and best functionality and what they need in
function. This idea brings a new urban order to achieve practicality. Custom-
sophistication through clever and fash- izing of the interior of bags is a revolu-
ion forward design. These edgy themes tionary concept that may change the way
are also what forms the bloom backpack people see their bags. With that said,
aesthetic and attract a unique, yet pow- bloom will continue to produce bags for
erful customer of young women. the individual.

42

The Function
Customizing The Interior
Sara
Jones Lilly
Michelle

Sara uses her bag everyday to carry her wallet Lily is always commuting to school with many heavy
phone and other important items she uses through- items in her bag. She has to carry her musical
out the day. However, she normally did not have equipment and her flute back and forth everyday.
space to fit her ballet shoes and diary. Sara has Lily often has shoulder aches from the weight. She
customized her backpack to have specific pockets now owns her own custom backpack that she can
to keep her most prized possessions with her at all place all her equipment and feels much more com-
times. She can now fit everything she needs in it. fortable walking from home to school.
bloom

Angela Anelise
Sanders Lady

Everyday after school Angela goes to a painting Annelise is always on the move, she goes to
class. Normally her older sister would pick her up school, to volleyball practise and then goes to the
and drive her home to get all her materials. How- library to study. She needs a bag where she can fit
ever, she does not have that option how that her her school stuff, her sports gear and her computer.
sister left for college. So Angela customized her She never liked to carry purses because she al-
backpack to fit all her school supplies and art mate- ways rides her bike. The backpack allows her to
rial so she can go to her class directly after school. ride the bike comfortably and fit all her things in it.

44

The Web Site

The best and most beautiful things
in the world cannot be seen or even
bloom

touched - they must be felt with the
heart.
~Hellen Keller ~

Rachel Mc Collum Beyond Fashion Spring 2009

Rachel Mc Collum Beyond Fashion Spring 2009

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