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In preparation for this discussion, review the following websites:

The Green Eye of Fashion

Read three to five fashion forecasting presentations posted by your classmates to the 7-2 discussion topic, and select a presentation with an exceptional trend or style.

Discuss why you chose this presentation as exceptional. Use the Final Project Document PDF as the criteria for determining the exceptional presentation.

Did the student fashion forecaster describe all aspects of the trend so well that you could easily recognize it and immediately know how it functions? Was the presentation graphically and visually appealing?

Next, compare your favorite presentation to the trends or styles for next year (female and male). You can locate them on The Green Eye of Fashion and/or WeConnectFashion.

Referencing trends that are very much in style right now and projected to be hot next year, summarize what fashion forecast presentations (other than your own) you liked the best of all and why.


Kaylynn St. Peters

Hi my name is Kaylynn St. Peters and I will be presenting on The Madewell Company


Table of Contents

Company History

Target Audience

Consumer Behavior

Styles and Trends



Here is the table of contents for what I will be discussing during this presentation. I will start with a brief company history, I will then talk about Madewell’s target audience as well as their behavior, I will talk about the styles and trends, marketing strategy, and a summary of the Madewell fashion forecast.


Company History

Founded in 1937 by the Nosowitz family

Originally sold heavy-duty workwear

Sister label of J. Crew

The “darling of casual America”

Madewell was founded in 1937 by the Nosowitz family, who originally sold heavy-duty workwear items like pants and jackets. The Nosowitz family says that there is little in common with the original company today, but strong and sturdy denim is what started it all.


Target Audience

College-aged to young professionals

Financially independent

Madewell is a company that is known for their timeless, effortless, and well, “made well” clothing items. Madewell’s target audience is young, fresh, and able to afford quality clothing items. They market and cater to young individuals who are as young as college-aged, to young professionals, or anyone in the young adult demographic who wants to look sophisticated but also relaxed, and can afford to do so. Madewell is a lifestyle brand that caters to young, creative, educated, and affluent individuals.


Theme and Color





The Madewell colors are relaxed, with a focus on denim and everything that goes with denim. The colors range from relaxed neutrals to every type of denim, to vibrant prints to match, and they even currently have a “botanical” clothing line (Madewell, 2021). The colors are made from plant-based sustainable dyes, that feature modern takes on retro styles. Madewell’s theme is Evergreen. It effortless fashion with sophisticated, honest, and timeless looks that are also sustainable.


Consumer Behavior

The “Upwardly Mobile”

Ages 25-40


White Collar Jobs

Disposable Income

Madewell customers care about the environment, the labor source, company transparency, and brand loyalty

This Lifestyle group is considered to be Upper midscale and younger, mostly without kids, according to the Nielsen PRIZM Lifestage Groups (2021). This group tends to be upwardly mobile, young professionals, and typically between the ages of 25 and 45. They also are usually well-educated individuals that often have “white collar” jobs. The typically, but not always, have a generous amount of disposable income that allows them to spend easily, and thus are great boosters of the economy. The upwardly mobile is of a higher social class, participating in the community, and generally have independent or liberal political beliefs. Upwardly mobile assumes that the individuals are moving from a lower social class to a higher one.



The Madewell silhouettes presented are wildflowers, evergreen woods, outdoors, earthy artisan, sage sister…. (next slide)


Silhouettes cont.

… working girl, earthy leisure, boho prairie, greens and neutrals chic, and flower girl. Whatever look you are going for, Madewell has you covered for all of your fashion needs.


Styles & Trends “Evergreen”

The styles have these descriptive words to offer, bring feels of adventure, comfort, earthy, authentic, and timelessness.


adventurous, eclectic, and rustic

comfort and inclusivity

authentic and approachable


earthy tones

flowy shapes


Competing Companies

Banana Republic

Contemporary classics for the young professional

“Style that endures”

Leader in lifestyle and retail

Luxury and business-friendly clothing

Same target market, but Madewell offers more comfortable styles, denim, and home items


Honest women’s clothing for young, professional women

For “hip 20-30 somethings”

Clothing that has a modern, upbeat attitude

Blurring of weekend to work clothing

Similar target market, but Madewell offers more trendy and hip, casual styles as well as furniture and home items

Madewell has many competitors but they have been able to distinguish themselves.


Here are a couple Madewell mood boards, showing off the aesthetic that the Madewell Brand is offering their consumers.



Madewell appeals to college aged to young professionals who are free thinkers and who have some disposable income

Madewell outcompetes the competitors by creating an aesthetic and creating durable and style denim

Madewell embodies a lifestyle: a free-spirited, natural and timeless existence

Madewell appeals to college aged to young professionals who are free thinkers and who have some disposable income. They outcompete the competitors by creating an aesthetic and creating durable and style denim.

Madewell embodies a lifestyle: a free-spirited, natural and timeless existence

Thank you for listening to my presentation!


Works Cited

Charm, T., B., Coggins, Robinson, K., Wilkie, J. 2020. 2020. “The great consumer shift: ten charts that show how US shopping behavior is changing. McKinsey & Company. https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-great-consumer-shift-ten-charts-that-show-how-us-shopping-behavior-is-changing.

Madewell. 2021. Botanical Colors. https://www.madewell.com/womens/labels-we-love/botanical-colors.

Maheshwari, S. 2019. Madewell diverges from J. Crew as a darling of casual America. New York Times.https://www.nytimes.com/2019/09/17/business/madewell-ipo-j-crew.html.

Popcorn, F. 2013. “The Single-arity: Rise of the Solo Citizen.” Huffpost.



Fashion Forecast Presentation

Viktoria Scott

Founded in 1999 by two British men named Nick Robertson and Quentin Griffiths

Acronym for “as seen on screen”

Based company off the latest fashion of celebrities and social lights on television.

Target Demographic

Men and women between the ages of 16 and 34

Median income is between $60,000 per year, to $300,000 per year

Reside across western Europe, the United States, and Canada

Highest General education level is a Bachelor’s degree

Includes all races of younger people due to the inclusivity of the brand through their diverse model selections

Socially aware and conscious of minority and LGBTQ rights

Target Demographic Interests


“The Gatsby Christmas”

Classy get together and grand party lifestyle

Theme quote will be “And I like large parties. They’re so intimate. At small parties there isn’t any privacy.” (Fitzgerald, 2013)

Color and Textile Story

Colors include bright and crisp white, metallic silver, silver glitter, Christmas red, metallic gold, gold glitter, basic nude, and lastly, black

Textile selections will include sequins and beading over silk replicas of rayon, tulle, velvet, and polyester

Style and Silhouette Direction










Cinched Waist

Protruding of Fur

Flowing of Garment on Body

Additional Research

Target Demographic are the young achievers, young influentials, and aspiring A-listers in the PRISM life stage groups

City Dwellers

Highly Social

Trend Setters

Knowledgeable of technology and pop culture

Hyper Focused on status

Major Competitors of ASOS include Zara, H&M, and Nordstrom

Also use abstract photography to market apparel

Cater to the same target demographic

Cater to both men and women

Larger product selection than ASOS

Forecasted Best Sellers

Red Beaded Dress

Red is most worn color during holiday season

Never goes out of style

Gold Sequin Dress

Glamourous for holiday parties

Versatile for all holidays

Black Embellished Jumpsuit

Most sophisticated option

Embellishment eliminates need for necklaces

Forecasted Best Sellers Cont.

White fur shawl

Necessity for colder climates

Very formal luxurious fur

Green Velvet Dress

Current Festive trend

Comfortable elastic material

Feather Trim Bodysuit

Major current trend

Suitable for a colder climate look



Robinson, L (2020, March 26). The history of Asos: Fashion Facts. Retrieved November 06, 2021, from https://www.thefactshop.com/fashion-facts/asos-history

Grace. (2014, February 21). The Great Gatsby: Fashion. Retrieved November 18, 2021, from http://www.astoriedstyle.com/the-great-gatsby-fashion/

Fitzgerald, S. F. (2013). The great gatsby quotes by F. Scott Fitzgerald. Retrieved November 18, 2021, from https://www.goodreads.com/work/quotes/245494-the-great-gatsby

First View Bibhu Mohapatra spring/summer 2013 collection. (n.d.). Retrieved November 17, 2021, from https://www.firstview.com/collection_videos.php?id=469#.YZjKIdnMJQI

First View Barbara Bui spring/summer 2010 collection. (n.d.). Retrieved November 17, 2021, from https://www.firstview.com/collection_videos.php?id=297#.YZhtIdnMJQI

First View Vera Wang fall/winter 2013 Collection. (n.d.). Retrieved November 17, 2021, from https://www.firstview.com/collection_videos.php?id=85#.YZhUKdnMJQI

Neilson. (2018). Prizm (potential rating index by ZIP market). Dictionary of Marketing Communications. https://doi.org/10.4135/9781452229669.n2814

References Cont.

Shop women's clothes: Latest Trends & Online Fashion. ASOS. (n.d.). Retrieved December 1, 2021, from https://www.asos.com/us/women/.

Zara.com. (n.d.). Party-collection-woman: Zara United States. ZARA. Retrieved December 1, 2021, from https://www.zara.com/us/en/woman-trend-21-l1905.html?v1=1965295.

Zapaka. (2020, October 29). What is the most popular holiday party dresses color in 2020? ZAPAKA. Retrieved December 5, 2021, from https://zapaka.com/blogs/fashion-tips-trends/what-is-the-most-popular-holiday-party-dresses-color-in-2020.

Lollie. (2021, November 1). Holiday 2021 fashion trends. Lollie Shopping. Retrieved December 5, 2021, from https://lollieshopping.com/holiday-2021-fashion-trends/.

Joseph, S. (2021, December 2). Holiday style reinvented: Here's how to get festive in 2021. POPSUGAR Fashion. Retrieved December 5, 2021, from https://www.popsugar.com/fashion/holiday-fashion-trends-2021-48577149.

Igneri, J. (2021, December 1). The lingerie-inspired (yet wearable) dress trend Megan Fox and J.lo both love. Who What Wear. Retrieved December 5, 2021, from https://www.whowhatwear.com/corset-dresses.

Dawes, E. (2021, December 4). Faux fur coats & collars are the hottest trend this winter, literally! Glamour and Gains. Retrieved December 5, 2021, from https://glamourandgains.com/faux-fur-coats-winter-fashion-trend-2021/.


The Portland Garment Factory Forecast Presentation

Ceola Crawford

Hello! My name is Ceola Crawford, I am excited to present my forecast for fall/winter of 2022!

The Portland Garment Factory

Full-Service Apparel production company


Commitment to ethical practice, community involvement, and sustainability

The Portland Garment Factory is a woman-owned and founded apparel manufacturer with a focus on sustainability and ethical practice. According to their mission statement, one of their main goals is to serve their community and upend the traditional factory model, which can be quite damaging to both the environment and the wellbeing of its workers. The company has obtained numerous certifications attesting to their commitment to sustainability and ethical practices. These certifications include B-Corps, Climate Neutral, Woman Owned, Blue Sky Renewable Energy, Sustainability and Work Gold, and Pacific Power. A major way that they embrace sustainability in their practice is by being zero waste. They do not throw away any fabric. Rather, all scraps are either recycled or repurposed within the community. Ethical practice is embraced through their workplace culture. The Portland Garment Factory’s workplace culture is described to be familial, and workers display connection to their jobs and the work they do. This likely stems from their attitude of themselves being more than just a manufacturer. Unlike most factories, Portland Garment Factory workers are encouraged to have creative autonomy over their projects, and projects are referred to as collaborations with other companies rather than mere orders. This creative autonomy likely results in increased innovation and worker satisfaction.

The Portland Garment Factory

Provides a wide range of services

Encourages Creativity

Gives back to their community

Holds wide plethora of sustainability and ethics certifications

Positive work environment

Along with obtaining a plethora of sustainability and ethics based certification, they have also received many awards recognizing the value of their work. Of these awards are the 2020 manufacturer of the year in the 11-50 employee category, the 2018 Innovation award, the 2017 Women of Influence award, the 2016 Small Business Innovation award, and the 2015 American Factories: 10 Under 40 award.

In adherence to their goal of serving their community, they partake in collaborations with small artists and designers, which in turn supports local businesses and the economy. A major way that they do this is through their AIR Program, which stands for Artists in Residency. In this program, underrepresented artists are given the opportunity to collaborate with the factory on specific fabric-based projects. During the collaboration, the artists are educated on the intersection of their craft and the manufacturing process, which enables them to monetize their skills, fostering a more local, small business based economy. Additionally, they also donate five percent of their annual profits to community organizations. They also are affiliated with a technical education program for their local high school, though little information in regards to this affiliation is provided on their website.

The Portland Garment Factory claims that “their niche is not having a niche” which is odd for a garment factory. The factory partakes in collaborations based on the compatibility of workers and external companies rather than project niches. They are a full service manufacturer which allows them to meet people at any stage of the production process. They claim to work with a wide range of clients from small independent designers to large name brand companies.

Target Customer

Independent designers

Caters to companies of all sizes

In my forecasting presentation, I will focus on the independent designer side of their target customer base. Though they cater to companies of all sizes, I believe that their focus on sustainability, ethics, and innovation appeals to many independent designers, and this can be leveraged to grow their clientele base as well as forecasting trends that will make them more competitive in the market of garment factories.

Target Customer

Values sustainability and ethics


Most likely female

Politically left-leaning

Follows alternative lifestyle

Diet, clothing, consumer behavior

The independent designer who would work with The Portland Garment Factory is sustainability-minded, artistically driven, and prioritizes ethics over profits and scale. They can be of any age, but are likely a young adult as younger generations are becoming increasingly aware of the importance of prioritizing sustainability and ethics in the apparel field. They are more likely to be female, but are not exclusively so; and to live a lifestyle governed by ethics in unconventional ways such as veganism, low-waste living, or minimalism. For this reason, some may call them a hipster, and they are likely to be deeply affiliated with a subculture (such as gothicism, dark academia, vintage enthusiasm, etc) due to their love of expression through fashion and high level of creativity. They likely love nature, but also value the ways that modern technology enhances our lives and can create a more sustainable future. Regardless of whether they are introverted or extroverted, they have good social skills and are great communicators and value the input of other creatives and professionals. They are not prideful and are willing to hear other people out if they have suggestions. They are more likely to resonate with left-leaning political ideology, to support more liberal organizations and movements, and likely embrace activism in their personal and professional lives. Lastly, they are likely very driven and self-motivators, as being an independent designer requires great resiliency, organization, and perseverance.

Back To Earth

Juxtaposition of sustainability, natural tones, and modern cuts


Timeless fashion


The theme for A/W 2022 will be Back to Earth. The concept of the theme is the juxtaposition of sustainability, natural tones, and modern cuts. This theme was inspired by WGSN A/W women’s wear reports which shared a motif of natural toned reds, blues, greens, and blacks. These colors tap into the increasing desire that consumers have to look elegant with ease, which follows the lifestyle adjustments caused by the pandemic. Ultimately, consumers value ease of wear and timeless pieces but also want a sense of freshness in their wardrobes (Martellini 2021.) In regard to cut, the WGSN report entitled “Design Capsule: Women's Reconsidered Tailoring A/W 22/23” inspired me to propose a theme that explores the polarity of natural tones and modern, edgy cut. The theme is a fresh take on classic color palettes that are known for being fairly conservative, and is a presentation of such palettes as interpreted by modern creatives. This theme will be presented to the creatives who collaborate with the Portland Garment Factory as a part of AIR (Artists in Residency) program.

Back to Earth




The sustainability aspect of the theme shines in the area of textile selection. Textiles selected are a balance of sustainability, utility, and comfort. Since this is an autumn/ winter collection, an emphasis is placed on insulating fabrics. The fabrics selected are organic flannel, wool gabardine, organic cotton sateen, and oxford. Gabardine is very insulating, and consists of an easily renewable fiber. Flannel is included in the textile selection as a vegan alternative to gabardine since much of our customer base is likely to produce vegan collections. Cotton sateen is included as a more sustainable alternative to traditional polyester satins, which is a desirable choice for linings and eveningwear. Oxford is included in this selection due to its utility. Since we cater to a mostly young demographic, their young target customers they are designing for likely have busy schedules that do not allow for ample time to care for their garments. Since tailoring and cut is a focus of my proposed theme, I sought it fit to include a textile that can be used as a foundation for such tailoring, but that is also easy to maintain so that wearers can reap the full benefits of such artistry. Oxford was my solution, as it comes in a variety of deniers and can be combined with stabilizations to form different silhouettes and maintain form when cut unconventionally. Additionally, it has high resilience which makes it less demanding of constant ironing in the way that most shirting fabrics require. In this selection, twills are favored due to their versatility and utility. Though a color story is presented, greige textiles are selected to allot the creatives within the AIR program creative liberty in the incorporation of these colors in the prints and garments. All bleaching, dyeing and printing will take place in the factory. This also adds to our focus on sustainability since we have more control over the waste and pollution caused by our coloring techniques.






The silhouette direction for this collection is tubular. Garments will be well-tailored but will not accentuate curves and are designed for optimal comfort and utility. They will also be fairly loose-fitting to prevent restriction of movement and improve comfort. Additionally, this silhouette is fairly conservative which makes the garments appropriate for a wider range of situations. Though tailored, they are not oversized which allows the wearer to easily and comfortably layer the pieces with stockings and jackets during colder months. Additionally, the bottoms of the looks are not long which allows the wearer to get more use from them as they can be worn year-round depending on what they are paired with.


Style 1: Miss Milk Lady

Style 2: Pleaty Please

Style 3: Cuffed for the Holidays

The target customer for a large segment of designers who collaborate with Portland Garment Factory are young, busy professionals and students. They value comfort, style, practicality, and utility. The silhouettes I illustrated on the following pages strike a balance between these three attributes. They are appropriate for a variety of settings including business casual affairs, outings with friends, and the classroom which makes them ideal for people who frequent multiple types of establishments during the week. Their main tailoring element used are pleats which allow for freedom of movement as well as giving the garments movement while still making the look more refined.

In regard to style, the garments are simple, elegant, and classy. They are conservative while still being young and vibrant. They also are suitable for a large variety of colors and fabrics which our artists in residency have the liberty of experimenting with. They can easily be styled with accessories since the tubular silhouette is elegant and not overwhelming.


The Portland Garment Factory Indie Source Lefty Production Co.
Price Structure Undisclosed Undisclosed Undisclosed
Appearance Young Urban Alternative Aesthetic Minimal Elegant Corporate Professional
Selection Medium- large selection Sourcing, production Large selection Sourcing, production, branding, coaching Very large Selection Sourcing, production, branding, coaching, web development
Quality High High High

One competitor of the Portland Garment Factory is Indie Source. The major strengths of Indie Source is their location and partnerships. Los Angeles is a global fashion hub, which makes it an ideal location to operate an apparel factory.The major weakness of Indie Source is their lack of certifications and Brand Story. The Portland Garment Factory narrates a story of women who started a business with the intent of uplifting their community and who make it their mission to do so. The Indie Source on the other hand lacks such a narrative, and their mission statement is not as clearly defined. Another competitor of the Portland Garment Factory is Lefty Production Co.The main strength of Lefty Production Co is their reach. Though they are based in Los Angeles, they also serve Canada, Switzerland, Denmark, France, and the United Kingdom.The main weakness of Lefty Production Co is that they do not have a niche. Though serving a wider range of demographics and providing a wide range of services allows them to gain more clients, they likely miss out on customers who are looking for a company with a more intimate family-like work environment.

Forecasted bestsellers

Style 1: Miss Milk Lady

Style 2: Pleaty Please

Style 3: Cuffed for the Holidays




Style number one entitled Miss Milk lady would be the most popular style with a ranking score of one because it emcompasses many aspects of the trends detailed in WGSN’s Design Capsule: Women's Reconsidered Tailoring. This garment features tailoring aspects found on many classic staples such as the plentiful pleats which shape the skirt along with the gathered sleeve,

Style number three entitled cuffed for the holidays would be the second most popular due to the interest created by design details such as topstitching, pleats, and princess darting. In like manner as style number one, it features an a-line silhouette which is forecasted to be popular in the upcoming seasons

Style number two entitled pleaty please would be the least popular. It is a classic silhouette that can be worn in many social situations, which is something that women are demanding from their wardrobe. Though classic, it is far from boring since the pleats create interest by contrasting the smooth texture of the top (Upscale Athleisure.) This style ranks last because it does not have as many interesting design details which young women desire as a way to express themselves.

Thank You! 🙂