Fashion: Fashion Is Considered Something That Is In. It Is A Popular Aesthetic Expression at A Particular Time and in A Specific Context

Fashion:
Fashion is considered something that is in. It is a popular aesthetic expression at a particular

time and in a specific context. The term implies 4 components:
 Style.
 Acceptance.
 Taste.
 Change.
Forecasting:
Global career that focuses on upcoming trends. Process of making predictions of the future
based on past and present data and analysis of trends.
FASHION FORECASTING:
 Foreseeing fashion trends and predicting those trends early enough to allow time for pr
oduction to meet the consumer demand.
 Focuses on upcoming trends.
 The textile segment leads in recognizing fashion directions because of the time required
for textile design and development.
 Textile designers work at least 18 months ahead of the schedule for products to hit the
market.
Basic steps:
The fashion forecasting process includes the:
 Understanding the vision of the business and profile of target customers.

 collecting information about available merchandise.
 preparing information.
 determining trends
 choosing merchandise appropriate for the company and target customer.
Aims:
 To provide you with an understanding of what trend forecasting is and how

organizations use this information.
 To examine how trends evolve and how they are tracked.
Objectives:
To enable you to:
 Undertake research & analysis by identifying and tracking fashion trends.

 Apply knowledge of fashion forecasting to understand how trends evolve and are
interpreted by industry
Synchronicity:
Common themes shown on catwalks around the world.
 Coincidence?
 Collaboration?
In Fashion Forecasting Trends are profits waiting to happen
 For mainstream brands, timing is essential.

 Right product, Right place, Right time.
Trend:
The behavior of large group of people, that is accepted and followed extensively for a
period of time.
Fashion Trends:
 Direction of movement of public acceptance of color, texture & silhouette in fashion.

 Newest styles and silhouettes.
 Important colors for upcoming seasons.
 Newest developments in the fiber and fabric markets.
Trend forecasters= lifestyle detectives:
 Constant vigilance.
 Monitoring current trends & projecting forward.
 Observing evolution of trends.
 Detecting shifts in attitudes & mindsets.
 Spotting looks or lifestyles than run against the norm.
IMPORTANCE OF FORECASTINg:
 Accurate forecasting makes it possible for the fashion industry segments to prepare for
and meet consumer demand with products that will be accepted and purchased.
 Keen worldwide competition increases the importance of accurate trend identification.
Fashion fORECASTING INVOLVes:
 Fashion designers.
 Fashion merchandisers.
 • Yarn colors or swatches are sent to designers and merchandisers to plan their color
stories and purchase fabrics.
Long term forecasting:
Long-term forecasting is the process of analyzing and evaluating trends that can be
identified by scanning a variety of sources for information.
 It is a fashion which lasts over two years.
 Long-term forecasting seeks to identify:
• major changes in international and domestic demographics.
• shifts in the fashion industry along with market structures, consumer expectations.
• values, and impulsion to buy.
• new developments in technology and science.
• shifts in the economic, political, and cultural alliances between certain countries.
 There are many specialized marketing consultants that focus on long-term forecasting
and attend trade shows and other events that notify the industry on what is to come.
Short term forecasting:
Short-term forecasting focuses on current events both domestically and internationally as
well as pop culture in order to identify possible trends that can be communicated to the
customer through the seasonal color palette, fabric, and silhouette stories.
 It gives fashion a modern twist to a classic look that intrigues our eyes.
 Some important areas to follow when scanning the environment are:
• current events.
• art.
• sports.
• science.
• technology.
 Short-term forecasting can also be considered fad forecasting.
color services:
Fashion and textile industry professionals who meet twice a year to pool their knowledge of
color cycles and preferences and to project color trends for the future.
Examples of color services:
 Standard Color of Textile Dictionnaire.

 International Color Authority.
 The Color Box.
 The Color Marketing Group.
 Concepts in Color.
 Hue point.
 Color Portfolio.
Responsibility for trend forecasting:
 Each retailer's trend forecasting varies and is mainly dependent upon whether the
company is a wholesale brand or private label developer. "Every season, there are
hundreds of designers showing breathtaking collections that the average consumer will
never see.
 What does matter is who sees them—the in- house designers and buyers at fast fashion
retailers, people who are paying close attention, identifying and predicting which styles,
patterns and cuts will appeal to the average woman.
 Larger companies such as Forever 21 have their own trend departments where they
follow the styles, fabrics, and colors for the upcoming seasons.
 This can also be referred to as vertical integration.
 A company with its own trend department has a better advantage than those who do
not because its developers are able to work together to create a unified look for their
sales floor.
 Each seasonal collection offered by a product developer is the result of trend research
focused on the target market it has defined for itself.
 A merchandiser also plays a key role in the direction of upcoming trends.
 Different from developers, merchandisers have much more experience in buying and
are knowledgeable in what consumers will be looking for.
PROCESS:
ACTIVITIES:
 Making and reporting predictions.

 Coordinating information from fiber, yarn, and apparel companies and textile shows
worldwide.
 Analyzing the fashion press, visiting the world’s fashion centers and observing fashion
leaders.
 Conducting marketing research.
Consumer research:
• Surveys by telephone or mail to determine income levels, lifestyles, fashion
preferences, and shopping habits.
• Consumer focus groups to discuss the pros and cons of currently offered
merchandise.
• In-store informal interviewing to assess what customers like and dislike.
Market research:
• Study of market conditions.
• Study consumer lifestyles.
• Study of current events, the arts, and the mood of the public.
Sales research:
• Evaluation of previous sales trends.
• Rising sales.
• Declining sales.
• Weak sales.
Comparison shopping:
• Current popular designer collections.
• Review of fashion publications, catalogs, websites.
• Observation of “street” fashions and celebrity wardrobes.
SOURCES OF INFORMATION:
 Trade publications:
Magazines newspapers, and books about and for a specific industry.
Examples: WWD and DNRDNR.
 Consumer publications
Magazines that provide fashion news for the consumer.
Examples: Teen, Vogue, Glamour.
INFLUENCE:
Trend forecasters are influenced by:
 Ethnographic research.
 Market research.
 Art & culture.
 Economy.
 Society.
 Environment.
 Technology.
 Globalization.
31. Ethnographic research  - ethnography- the study of every day life & practice 
Ethnographic research helps brands:  understand how their demographic is changing 
Identify new customers  Enable brand strategies to remain aligned with their philosophy
32. THANK YOU
Trend forecasting:
In fashion, it acts as an important tool to decide the upcoming trends which would
influence the brand's business and purchasing power of consumers.
A fashion forecaster predicts the:
 Colors.
 Fabrics.
 Textures.
 Materials.
 Prints.
 Graphics.
 beauty/grooming.
 Accessories.
 Footwear.
 street style. And other styles that will be presented on the runway and in the stores for
the upcoming seasons.

Fashion: Fashion Is Considered Something That Is In. It Is A Popular Aesthetic Expression at A Particular Time and in A Specific Context

Uploaded by

Copyright:

Available Formats

Fashion: Fashion Is Considered Something That Is In. It Is A Popular Aesthetic Expression at A Particular Time and in A Specific Context

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Fashion: Fashion Is Considered Something That Is In. It Is A Popular Aesthetic Expression at A Particular Time and in A Specific Context

Uploaded by

Copyright:

Available Formats

Fashion:

Fashion is considered something that is in. It is a popular aesthetic expression at a particular

 Understanding the vision of the business and profile of target customers.

 To provide you with an understanding of what trend forecasting is and how

 Undertake research & analysis by identifying and tracking fashion trends.

 For mainstream brands, timing is essential.

 Direction of movement of public acceptance of color, texture & silhouette in fashion.

 Standard Color of Textile Dictionnaire.

 Making and reporting predictions.

You might also like

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.