A Guide to Fashion Forecasting - Fairchild Books

xvi Preface
discussed, predominant fashions of the time are described, and how
fashion moved forward is explained.
Chapter 3 identifies important aspects of fashion movement, from
recognizing fashion cycles to understanding theories of fashion adoption.
An important concept to comprehend is the pace at which fashion moves
through society. The chapter ends by stressing how precise timing in
forecasting is imperative for any successful fashion business.
Chapter 4 explains long-term forecasting by identifying extended
social and cultural shifts that alter society. The chapter introduces the
concept of consumer segmentation, how to identify a target audience, and
the sociological and psychological influences of lifestyle in today’s fashion.
From global politics to environmental forces, the chapter challenges the
reader to consider all major societal influences on new trends. Finally, the
chapter explains how long-term insights inform the fashion forecaster.
Chapter 5 explores the relationship between marketing, sales, and
forecasting. The chapter introduces retail trade organizations and agencies
that conduct research on retailing, details modern methods of market
research, and highlights the importance of the Internet, viral marketing,
and social media in forecasting.
Part Two of the book explains the elements of a forecast as well as
offers a step-by-step guide to follow to develop forecasts. Four chapters
focus on specific portions of a forecast: theme, color, textiles and material,
and the look. The final chapter describes how to create and present a fashion
forecast. Throughout the book there are many images that provide
visual illustration of the ideas and concepts. The images are taken from
actual forecasts, both professional and student work.
Chapter 6 focuses on theme development by illustrating how inspiration
for theme creation is found and ideas are developed. Important steps in this
process include researching, editing, interpreting, analyzing, and predicting
the theme concept to explain why the idea is relevant to future fashion and
trends. The chapter concludes with theme, mood, and story development.