3. WGSN
Forecasting tool that can be used that offers a subscription
service, consulting services, and data services
Subscription services offers businesses with access to
changing inspirations and insights
Forecasting not only for fashion, but also for lifestyle and
interiors
("Subscription Services.”)
4. WWW.TRENDSTOP.COM
Agency that combines a trend research platform with an
innovative consultant service
Specialize in translating trends into successful products in
commercial setting, making sure trends are relevant to the
consumer
(“What We Do.”)
7. SAN DIEGO
Weather typically around 70 degrees
year round in the city, and ranges from
80 to 100 degrees in the suburbs
Because of warm temperature, no
need for heavy clothing
Located along the Pacific Ocean
Annual major event is Comic Con
Attracts many celebrities
(Peoples.) (“California.”, Visit California.)
8. LOS ANGELES
Many activities that can be done in LA
Museums
Universal Studios
Hollywood Blvd
Nightclubs
One of the Fashion Capitals of the World
Many famous design houses located in LA
Close to Santa Monica, Venice and beaches
Known for some of the richest individuals,
entrepreneurs, celebrities and socialites
(“Discover Los Angeles County.”)
(“California.”, Visit California.)
9. SAN FRANCISCO
Located in Northern California along Pacific
Ocean coast
Area is home to many wineries located in
Napa Valley and Sonoma
Much of the population works for technology
companies headquartered in San Francisco
Google
Apple
Facebook
(“Discover the San Francisco Bay Area.”)
(“California.”, Visit California.)
11. SAN DIEGO
Ethnicity: 58.9% White, 15.9% Asian, 6.7%
African American (“San Diego (City), California.”)
Income: Average income per person in San Diego
is $33,152. (“San Diego (City), California.”)
Education Status: 9.2% No High School, 9.1%
Some High School, 28.8% Some College, 10.4%
Associates Degree, 26.6% Bachelor’s Degree,
15.9% Graduate Degree (“San Diego County.”)
Percentage of the Population: The age
distribution of individuals 18 to 35 in San Diego
is approximately 29% of the population. (“San
Diego (City), California.”)
Education Status
No High School Some High School Some College
Associates Degree Bachelor's Degree Graduate Degree
12. LOS ANGELES
Ethnicity: 49.8% White, 11.3% Asian, 9.6% African
American (“Los Angeles (City), California.”)
Income: Average income per person in Los Angeles
is $27,829. (“Los Angeles (City), California.”)
Employment Status: 17.7% No High School, 13%
Some High School, 23.9% Some College, 8.6%
Associates Degree, 24.2% Bachelor’s Degree,
12.6% Graduate’s Degree (“Los Angeles County.”)
Percentage of the Population: The age distribution
of individuals 18 to 35 in Los Angeles is
approximately 28%. (“Population Demographics for
Los Angeles County, California in 2014 and 2015.”)
Education Status
No High School Some High School Some College
Associates Degree Bachelor's Degree Graduate Degree
13. SAN FRANCISCO
Ethnicity: 48.5% White, 33.3% Asian, 6.1% African
American (“San Francisco (City), California.”)
Income: Average income per person in San
Francisco is $48,486. (“San Francisco (City),
California.”)
Education Status: 9.7% No High School, 7% Some
High School, 16.9% Some College, 6.5%
Associates Degree, 36.8% Bachelor’s Degree,
23.1% Graduate Degree (“San Francisco County.”)
Percentage of the Population: The age
distribution of individuals 18 to 35 in San
Francisco is approximately 30%. (“Population
Demographics for San Francisco, California in
2014 and 2015.”)
Education Status
No High School Some High School Some College
Associates Degree Bachelor's Degree Graduate Degree
27. SAN DIEGO
Stop, Shop & Roll; Mobile Boutique
According to owner, Katie McCarthy, this boutique has a similar target demographic of consumers 28-
38 years old. The store focuses on carrying fashionable and vintage items that cannot be found in
department stores. (Mares.)
Dolcetti Boutique; 635 5th Ave
This store appeals to both men and women, and has a target market of 18-40 year old consumers. It
carries many designer brand merchandise, including Report, Cameo, and Civil Society. Also, Dolcetti
Boutique provides fashionable merchandise at a variety of prices. (Mares.)
Mimi and Red; 3041 University Ave
This women’s boutique offers chic and trendy merchandise, and is offered at a price range that can fit
any budget. Along with clothing, the boutique carries accessories, swimwear, gifts and beauty items.
Merchandise is able to fit with many lifestyles, with ensembles for day and night time. (Kasawdish.)
28. LOS ANGELES
Kitson; 115 S Robertson Blvd
This store appeals to men and women, as well as children. Located in a hot shopping area, the
store carries more than 250 designer brands and is a frequent stop for many celebrities. The
store also carries quirky gifts and accessories. (“Best Boutiques in Los Angeles.”)
Fred Segal; 8100 Melrose Ave
Located in Santa Monica, Fred Segal offers merchandise for men, women and children. It houses
multiple mini-boutiques, in which consumers can create their own fragrances or shade of lip
gloss, or shop for designer brand clothing. (“Best Boutiques in Los Angeles.”)
Madison; 8745 W 3rd Street
This store is located in West Hollywood, and is known for its trendy selection of in-demand
brands, such as Stella McCartney, Missoni, and Elizabeth & James. (Soriano.)
29. SAN FRANCISCO
Industrie Denim; 300 Grant Ave
This boutique for men and women in San Francisco is one of the best places to shop for denim,
and also offers a great selection in dresses, shoes and accessories. (Goldberg.)
Seedstore; 212 Clement St
This boutique also caters to both men and women, and offers classic, yet modern, clothing.
(Goldberg.)
Rand + Stalter
This store is for men and women, and offers designer brands, such as Alexander Wang and
Philip Lim. In addition to designer clothing, the store also sells many French and Japanese labels.
Merchandise that is sold consists of closet staples-leather jacket, little black dress, and dark
denim. It may be considered to be a little pricy for some, but the upscale environment is a
popular stop in San Francisco. (“Rand + Stalter.”)
31. TREND FORECAST-SPRING/SUMMER
Trends forecasts for men and women ages 18-35 years old in San
Diego, Los Angeles and San Francisco are inspired by free-spirited
styles, with a mixture of basic styles.
Colors include vibrant and eccentric colors, with a mixture of more
subdued tones.
Fabrics match the easy Californian lifestyle, and are light and airy.
32. STYLES
Styles are free-flowing, casual
and comfortable.
Pieces include oversized shirts,
paper bag waists and A-line
skirts
33. FABRICS
Trends for fabrics are breathable,
light and airy.
Fabrics for Spring/Summer 2016
include:
Mesh
Stonewash Denim
Plaids and Florals
34. COLORS
Colors for Spring/Summer 2016
are vibrant, rich and eccentric
with a mixture of more subdued
tones
Colors include:
Magenta
Green
Blush Pink
Yellow
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“Look 1/51.” Vogue. Web. 23 Oct 2015. http://www.vogue.com/fashion-shows/spring-2016-ready-to-wear/roberto-
cavalli/slideshow/collection
“Look 8/56.” Vogue.com. Web. 22 Nov 2015. http://www.vogue.com/fashion-shows/spring-2016-ready-to-
wear/versace/slideshow/collection#8
“Look 11/51.” Vogue.com. Web. 23 Nov 2015. http://www.vogue.com/fashion-shows/spring-2016-ready-to-wear/roberto-
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