A Guide to Fashion Forecasting - Fairchild Books

FOWARD
THINKER
24 The Principles of Fashion Forecasting
ing the number of showings and hosting events in more cities around
the globe. Now, designers may show their products in regional trade
shows or in their own showrooms, often previewing a new collection
each month.
With an increasing interest in fashions from the streets, there is
no specifi c time when new styles will be available. Any major event
in politics, music, theater, art, or sports can be the place to spot new
trends.
Forecasters can take a short-term view or a long-term view. Predicting
trends up to approximately two years in advance is considered short
term. In short-term forecasting, themes or concepts are developed,
color stories are created, textile and material selections are made, and
the look or silhouettes of fashion are identifi ed. Details or specifi c design
features are highlighted. Most forecasters develop short-term forecasts so
that their clients can immediately use the current information to infl uence
the creating of new products.
In long-term forecasting, trends are predicted at least two
years ahead but most often fi ve to ten years in advance. This extended
type of forecasting seeks to identify the cultural shifts that
represent the mood of the era, the kind of ominous thinking or high
spirits that can mark a historical period. Long-term forecasting is
less about specifi c details and more about positioning one’s business
for long-term growth.
Kai Chow—Creative director, Doneger Creative services:
Presenting a forecast at Interstoff Asia
I am the creative director for the trend forum at Interstoff Asia,
where I do deliver presentations to a large audience.