A Guide to Fashion Forecasting - Fairchild Books

customer) must come together. When a new look is first spotted by a
forecaster, the look is often accepted by early trend followers prior to mass
market acceptance. If a manufacturer whose clients are mass marketers
ships the products too soon, the consumers may not be ready for the
new look and will not buy the products. If the mass market consumer
only had more time to become familiarized with the new look, they may
be more eager to purchase. Or if the retailer purchases too small of a
quantity of a look and does not have enough merchandise to sell to the
consumer, sales will be lost and the retailer will not be maximizing their
sales opportunities. On the other hand, if a retailer purchases too much
quantity and the market is oversaturated in the look, the retailer will end
up with unwanted merchandise and loss of revenue.
fIgure 1.2 The secret
to a successful fashion
business is to have the
five r’s: right product,
right customer, right
price, right quantity,
and right place.
Chapter One : Introduction to Fashion Forecasting
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