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
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>.