1. CREATING AN APPAREL LINE MARKET ANALYSIS & TARGET MARKET Term 1 / Product Development & Design / Robin Hall

3. She now shows at New York Fashion Week and London Fashion Week and is stocked in over 350 stores in cities including New York, London, Paris, Los Angeles, Sydney and Tokyo.

4. There are five Karen Walker flagship stores in New Zealand and one flag ship store in Taipei.

5. Karen Walker also has a Jewellery line, Eyewear line, KW Paints and also a diffusion line, Hi There, sold exclusively through Myer.

8. Significant portion of fashion spending is going offshore. Consumers want access to a greater product range and fashion-forward pieces. Australian retailers need to not just serve the Australian market but expand to new markets via online sales.

9. Zara opening in Australia with no competition. The Australian marketis devoid of giants such as H&M and Uniqlo, so Zara has its own niche. This will effect retailers such as Sportsgirl and Witchery.

11. Global Textile industry affected by a price on carbon – will garment manufacturing cost grow?

12. Consumers will expect more from local brands and expect them to live up to global brands

14. Brit-fever as William and Kate marry and London hosts the 2012 Olympics.

16. Shopping will become increasingly social, even when consumers and their peers are not physically together

17. The cult of the individual. As social media usage increases so do blogs and fashion galleries like The Sartorialist and Lookbook.nu. People value unique garments and being ‘individuals.’

18. Custom-made becomes big. Bike by Meallows you to choose the colour of every part of your bicycle and Trikoton allows you to buy clothes that reflect the sound of your voice - a computer turns your speech patterns into knitting patterns.

21. Great fabrics

22. Physical stores in Sydney and Bali

24. No social media marketing

26. Really strong social media marketing

27. Great fabrics

28. $15 international shipping

30. Not a ‘happy’ brand

32. Multi-label so more variety

33. Sell homewares as well

35. Doesn’t appear very exclusive – brand is a bit ‘cute’ – not great for Aussie market

37. Intend to market to a worldwide audience, not just Australia.

38. Have eCommerce, advertising and Social Media marketing background

39. Inhouse fabric design

40. Want to work with only natural fibres (silk, cotton, linen, leather, wool)

43. Live in big cities

44. Live in urban areas

46. In a relationship

47. Have a Bachelor’s and Post-Grad degree

48. Make less than $50,000

49. They are professionals

51. They somewhat/subconsciously care about fashion trends

52. They identify as ‘individuals’ and do not belong to a fashion tribe/pack

54. They value how garments flatter their bodies, individuality/uniqueness of garment and bargains

56. Rate Audrey Hepburn, Kate Moss and Chloë Sevigny as top style icons

57. Prefer neutral colours (blacks, greys, beiges, khakis) and jewel colours (amethyst purple, ruby red, emerald green, sapphire blue)

59. Favourite online storesareEtsy, Ebay + Urban Outfitters

62. Preppy

63. Military

64. Stripes

65. 70s Pucci/DVF influence (flares, prints becoming brighter)

66. Subtle 80s does 40s influence

67. Textures (lace, leather, fur)

69. Dull plum/dark lavendar

70. Neutrals (khaki, beige)

72. Feminine/romantic

73. Vintage-feel

75. Nautical/Sailor

76. 1940s dresses

77. Stripes