I recently spoke with Arlene Goldstein, Vice President for Trend Merchandising and Fashion Direction at Belk, Inc.(www.belk.com) about Belk's "Bright Now" forecast for spring 2012. She compiled four style statements based on her research of the European and New York runways. She is inspired by the runways and looks for duplication, cues that tell her that certain things are going to be important for a season. They may be hinted at one season and become full blown the next, she says. She also looks for something "right" for her customer. "Runway to real way", is the way she describes it. She feels today's woman is more aware than ever of fashion as a factor in everyday life as a result of the influence of the Internet, blogging, and the immediate dissemination of fashion information. Women are responding more to fashion, she says.
"How would you describe the Belk customer?" I ask. Arlene says her customer likes a more feminine edge and more color. The customer wants things to make an "oh wow" statement and that, she says, begins with color. And there is plenty in spring 2012 to appeal to the Belk customer. The spring season features "captivating, compelling color in a way that is both provocative and sensational." From color blocking, color banding, color clashing there is any creative use of color you can imagine which is why Arlene says it make "perfect sense we are calling spring 2012 "Bright Now."
Arlene says there are lots of ways to play with color - choose a yellow handbag instead of black, be adventurous and do coloring clashing such as pairing a red jean with a pink top. "Everybody is going to explore color in a different way and different degrees." Arlene gives the example of when she was on a recent business trip she sported yellow toenails with open toe shoes. "Its a way to begin to incorporate color into your wardrobe." And forget about boring blue denim for your jeans. Denim goes full spectrum with colors such as bold blues, Nantucket red, Kelly green and pink that take the lead.
I noted that it was interesting that two decades, the 20's and the 70's, are a big influence in spring 2012. "The 70's are especially important to us," says Arlene. The spirit of the iconic 70's designer Yves Saint Laurent is reincarnated in modern safari looks, Boho chic, and Studio 54 glam. Belk's customer will particularly appreciate the "So Pretty" style statement inspired by the 20's. From romantic, soft hues to lingerie affects there are handcrafted touches, tonal embroideries, ruffles, pleats, lace, eyelet and satin fabrics to tap into the customer's romantic spirit. "I think 'So Pretty' is just a natural for the Southern style," says Arlene.
When asked what the "must have" accessory is going to be, Arlene says early in the season the statement neck will be very important. Face framing pieces such a bold metal collar, 3-D flowers, tribal inspired beads can be worn long or short, and layered. When the temperature is warmer, Arlene says the statement earring will be more important. We will see hoops in unusual shapes, stone encrusted, and ethnic shoulder dusters.
Arlene says Belk seeks to satisfy the modern Southern lifestyle like no one else, so that the customer gets the fashion they desire and the value they deserve. The embodiment of "Modern, Southern, Style."
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