A Guide to Fashion Forecasting - Fairchild Books

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3 FashIon movement 99 Objectives 99 Fashion Cycles 101 stage 1. IntroductIon 102 stage 2. rIse 103 stage 3. culmInatIon 104 stage 4. declIne 104 stage 5. oBsolescence 104 Theories of Fashion Adoption 104 trIckle down 105 trIckle across 107 trIckle up 108 Pendulum Swings 110 Fashion Curves 112 Fad 112 classIc 114 Speed of Fashion Change 114 Forecasting the movement of Fashion 115 Summary 116 key Terms 117 Activities 117 actIvIty 1. IdentIFy a FashIon look For each oF the theorIes oF FashIon movement 117 actIvIty 2. monItor a Blog 117 actIvIty 3. track a look From vIsIonary spark to oBsolescence 117 4 socIal and cultural InFluences 119 Objectives 119 Long-Term Forecasting 120 Target Audience and Consumer Segmentation 121 demographics, geographics, Psychographics, and Population 122 Sociological Influences 127 Psychological Influences 128 global Economics 129 Politics 131 Science and Technology 131 Environmental Influences 133 sustaInaBIlIty 133 eco-FrIendly trends 134 waste management 135 Unexpected Events 136 Research Consultants 137 Collecting and Editing Information about Cultural Influences 137 Interpreting and Analyzing Information for a Long-Term Forecast 138 Summary 140 key Terms 141 Activities 141 actIvIty 1.geographIc wardroBe 141 actIvIty 2. IdentIFy a target market For a new trend 141 actIvIty 3. memory apparel 141 Extended Contents ix
5 market and sales research For ForecastIng 143 Objectives 143 Retail Trade Associations, Federations, and Organizations 143 government Organizations 146 In-House Research 147 data sharIng 147 sales strategy 148 oBservatIon 148 QuestIonnaIres and surveys 151 Focus groups 153 web and Internet 153 vIral marketIng 153 socIal medIa sItes 154 Blogs 154 market Research Firms 158 Edit, Interpret, Analyze, and Predict Using market and Sales Research 159 Summary 160 key Terms 160 Activities 161 actIvIty 1. create a FashIon Blog 161 actIvIty 2. IntervIew a sales assocIate at a retaIl locatIon 161 actIvIty 3. conduct a survey 161 x Extended Contents PART II dEvELOPIng And PRESEnTIng A FASHIOn FORECAST 6 theme 165 Objectives 165 Identify a Central Idea as a Theme 166 what Is a theme? 166 developIng the Idea 166 InspIratIon For theme 167 The News, Art, and Politics 168 Movies, Media, and TV Shows 169 Iconic Fashionable Women and Men 170 How to develop a Theme Forecast 170 step 1. Formulate an Idea or concept 170 step 2. collect the Images 172 step 3. edIt, Interpret, analyze, and predIct the theme 174 step 4. create the tItle 175 step 5. develop a taglIne 176 step 6. IdentIFy the mood 176 step 7. wrIte the story For the theme 178 Narrative 178 Descriptive 179 Summary 180 key Terms 180 Activities 181 actIvIty 1. Follow the steps to develop a theme Forecast 181 actIvIty 2. research and compare past Forecasts to a new theme Idea 181 actIvIty 3. create a word collage 181
Page 1 and 2: FASHION forward A Guide to Fashion
Page 3 and 4: Fashion
Page 5 and 6: Executive Director & General Manage
Page 8 and 9: Preface xv Acknowledgments xix Abou
Page 12 and 13: 7 color 183 Objectives 183 what Is
Page 14: 10 creatIng and presentIng a Foreca
Page 17 and 18: xvi Preface discussed, predominant
Page 19 and 20: xviii Preface They include: • Ita
Page 21 and 22: Itay Arad—CEO and cofounder of Fa
Page 23 and 24: Scott Markert—sales manager for L
Page 25 and 26: inTroducTion To Fashion ForecasTing
Page 27 and 28: What makes a product fashionable? W
Page 29 and 30: Fashion forecasters, through their
Page 31 and 32: customer) must come together. When
Page 33 and 34: FOWARD THINKER David Wolfe—Creati
Page 35 and 36: Figure 1.5A Celebrities are followe
Page 37 and 38: Where Do Forecasters FinD their inF
Page 39 and 40: In practice, forecasters, whether a
Page 41 and 42: FOWARD THINKER lilly berelovich—O
Page 43 and 44: The Tate Gallery in London periodic
Page 45 and 46: hOW Is fOreCAsTINg DONe? The five p
Page 47 and 48: cluding home furnishings manufactur
Page 49 and 50: FOWARD THINKER frank bober—CeO of
Page 51 and 52: CAreer OPPOrTuNITIes • Trendstop
Page 53 and 54: FOWARD THINKER Kai Chow— Creative
Page 55: ACTIvITIes 1. Current Fashion Infor

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