Word: forecasting
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Knowing your customer well enough to avoid costly business goofs has always been an elusive goal of marketing strategists. Standard demographic data--age, gender, employment status, income, place of residence--are usually insufficient to forecast consumer behavior with any precision. That's why during the past five years market researchers have been developing more sophisticated tools to get inside consumers' heads. It's no longer enough for companies to know you are a 35-year-old white male making $45,000 a year and have a wife, 2.5 kids and a mortgage. To predict accurately what...
...Alicia Silverstone) is a Los Angeles divorce lawyer and part-time matchmaker who strikes just the right pose: think Ally McBeal with a longer hemline. To make Kate look like she could "kick ass in the courtroom," costume designer Karen Wagner spruced up the sleek business suits. Fashion forecast: just in time for Jil Sander's return...
...plays fashion designer Shelly Williams, who's searching for Mr. Right. Her look: Roberto Cavalli jeans, fitted denim jackets and Louis Vuitton's white Murakami. Also plenty of Stella McCartney, Dolce & Gabbana and DKNY as well as items from Eve's own line of urban casual wear. Fashion forecast: Carrie Bradshaw with bling...
...reality show, Ally Hilfiger, daughter of Tommy, and her pal Jamie Gleicher travel to lots of beautiful locales (Paris, Mustique, Nantucket), shop together at Saks and Bergdorf Goodman, and giggle about their closets, which are stuffed with a million bucks worth of clothing. Isn't life wonderful? Whatever. Fashion forecast: plastic (Visa, Amex) fantastic...
...directors told me, 'We want teenage girls to get excited about what Marissa is wearing when she's onscreen,'" says costume designer Alexandra Welker. Bring on the Diane von Furstenberg! There's plenty of casual wear too--Juicy, Diesel, Theory--because, after all, this is the beach. Fashion forecast: status is back in a big way. --By Jeanne McDowell