From wartime necessity to woman’s classic:

The Trench Coat

Allison TarlingFashion 100Spring 2009

.Target Market.

..Demographics..Age: 20’s- late 40’sEducation: students- college graduatesOccupation: AnyIncome: Middle-class & above

..Customer Profile..

…the origin…World War I & II soldiers

…the innovation…

Yves Saint Laurent-Patent leather

current

http://www.bebe.com/gp/node/n/15382841/105-0871272-2728430?ie=UTF8&bbBrand=core

7%

33%

13%7%

7%

13%

7%

7%7%

Saks Fifth AvenueFabrics

Silk/polyester PolyesterCotton GabardineCotton/polyurethane

Cotton/polyester

Wool/Cashmere Nylonother Cotton mix

Silk

Comparison

31%

10%

4%

22%

2%

29%

2%

Nordstrom

Silk/polyester PolyesterCotton GabardineCotton/polyurethane

Cotton/polyester

Wool/Cashmere Nylonother Cotton mix

Silk

15%

6%

23%

17%

21%

18%

Saks Fifth AvenueColors

BlackBeigeBlueBrownMetallicColorsWhite

27%

14%

14%

5%

5%

28%

7%

NordstromBlackBeigeBlueBrownMetallicColorsWhite

…Prediction…

the Double-Breasted Trench

Coat will continue to be a classic piece of every

woman’s wardrobe

BibliographyMetz, Anne. “History of the Burberry Trench Coat”. 30 September, 2006. <http://www.stylelist.com/blog/2006/09/30/history-of-the-burberry-trench-coat>.

Horrocks, Sarah. “The Timeless Trench”. 23 September, 2008l <http://www.sofeminine.co.uk/mag/luxury/d3054.html>.