A Guide to Fashion Forecasting - Fairchild Books

Fashion Forward: A Guide to Fashion Forecasting
is a book dedicated to providing an overview of fashion
forecasting and offers a detailed guide for creating a fashion
forecast. Fashion Forward explains the theory of fashion forecasting
and presents instructions for learning how to develop
a fashion forecast. The book looks at important elements of forecasting
from both objective and subjective approaches. In addition, the book
includes examples of fashion forecasts from students and professionals as a
visual guide to the process and as inspiration for forecasts to come.
This textbook is organized in two main parts. Part One provides an
introduction, theories, and concepts relevant to fashion forecasting. Part
Two is a “how-to guide” that focuses on developing and presenting a forecast.
In both portions of the book, interviews, images, and illustrations
enhance the text.
The first portion of the book covers the concepts and theories needed to
successfully forecast fashion. The introduction provides an overview of forecasting.
Each of the following chapters in the section explain the principles of
fashion’s evolution, the cyclical nature of fashion, the role that culture plays
in forecasting, and the relationship between marketing and forecasting.
In Chapter 1, fashion forecasting is introduced and terminology is
defined. Who, what, where, when, why, and how forecasting is accomplished
provides readers with an overview of the complexity of the topic.
The chapter also introduces several of today’s prominent fashion forecasting
services. Fashion forecasting is identified as a tool that is used by both
professionals and students to enhance success in the complex contemporary
fashion industry or any style-related business.
Chapter 2 begins by defining “zeitgeist”—the spirit of the times
that is rudimental in forecasting. The majority of the chapter examines
historical fashion eras beginning in the mid-1800s. For each era, key
historical, political, social, and cultural events that shaped the time are
Preface