A Guide to Fashion Forecasting - Fairchild Books

FOWARD
THINKER
lilly berelovich—Owner, president, and chief creative offi cer
of fashion snoops: global researching and blogs
The job of fashion forecasting has changed with the increase of global
researchers who cover many facets of fashion; from runways to streets—
events to blogs. fashion services rely on the information of many researchers
who are specifi c to segments of fashion. for instance, one researcher focuses
on bloggers. she reads and contributes to blogs as well as immerses herself
in the blogging community. she personally knows many current bloggers,
knows where they are traveling, what events they are attending,
understands their fashion sensibilities, and listens to their ideas.
Shopping in multiple cities and observing ever-changing style is necessary
to stay informed. Fashion forecasters visit cities throughout the
world not only to fi nd new fashions but also to observe the variations
from a prior trip. Looking for newness is like hunting for change. By
researching continuously, forecasters and trend spotters observe change
at emerging boutiques, high-end retailers, department stores, or mass
market discounters. While this research can also be done on the Internet
or through publications, the experience is heightened when the forecaster
is in the environment where fashion is taking place.
Designers and manufacturers often travel to the headquarters of their
clients or the fl agship stores in the cities where their headquarters are
located. The gathering of information can lead to the plans for the next
season. The process never stops.
Even the past can be a resource for diligent forecasters. They can use
museum collections, antique and vintage stores, and libraries to focus
on details from historical eras of fashion. The Metropolitan Museum of
Art in New York City houses an extensive historical fashion collection.
Chapter One : Introduction to Fashion Forecasting
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