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Fashion forecasting

Fashion forecasting - Fashion Forecasting Anastasia Kral...

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Fashion Forecasting Anastasia Kral 562362801 Iowa State University TC 131: Introduction to Apparel Product Development, Section 2 Instructor: Elena Karpova, Ph.D. January 31, 2006 I abide by the ISU conduct code: _______________________________________
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Kral As defined in the first assignment, the target market I’ve chosen to pursue is expecting women in the United States and Canada between the ages of 20 and 45 that have obtained an associates degree or higher and have established a career placing them in the middle to high income category. Women’s marital status is irrelevant, but the number of children should be minimal (as many women with children will already have maternity wear from previous pregnancies). Lifestyle variables of this target market have also been evaluated. The women targeted will be family and career-oriented, value women’s rights in the white-collar workforce and find importance in projecting a respectable, but feminine image in the office. It is important to these expecting mothers to be able to wear clothing that is similar to trends in women’s fashion. Also discussed in the previous assignment was the U.S. Census Bureau’s report in October 2005 that stated that the number of women 25 and over that completed some college and worked during their first pregnancy from 1996-2000 was up to 82% and those with a bachelor’s degree or higher reached 85%. (Johnson and Downs, 2005) In addition, the number of births in the United States climbed to 4.1 million in 2004. (Hamilton, Ventura, Martin, and Sutton, 2006) If the trend of women with higher educations working during pregnancy is similar by today’s standards, the market I would be targeting would be about 3.4 million. A current issue that directly affects my target market is the trend of older women becoming pregnant and choosing to work into the third trimester. Maternity Leave and Employment Patterns of First-Time Mothers: 1961-2000 issued in October 2005 by the U.S.
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