A Guide to Fashion Forecasting - Fairchild Books

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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.
hOW Is fOreCAsTINg DONe? The five processes that are followed to develop a forecast are: 1. Researching is the process of exploring or investigating to collect information and imagery while looking for new, fresh, and innovative ideas and recognizing inspiration, trends, and signals. 2. Editing is the process of sorting and identifying patterns in the research, data, and images. 3. Interpreting and Analyzing are the processes of examining carefully to identify causes, key factors, and possible results while investigating what fuels upcoming trends and considering why and how the trend will manifest. 4. Predicting is the process of declaring or telling in advance potential outcomes by developing scenarios to foretell projected possibilities. 5. Communicating is the process of conveying information, thoughts, opinions, and predictions about the forecast through writings, visual boards, and verbal presentations. Forecasters research and gather information, edit the data, interpret and analyze the materials, make predictions, and communicate the information as clearly and in as timely a manner as possible. Forecasters project social and cultural shifts, population trends, technological advances, demographic movements, developments in consumer behavior, and their possible implementation in the fashion spectrum. Once forecasters have collected all of their information, they begin the task of interpreting and analyzing the data. They formulate ideas about new themes, stories, moods, colors, textiles and materials, and looks and silhouettes. Oftentimes a team of professionals work to gather and decode the collected information. Forecasts can be customized to fill the specific needs of the particular market for which they are intended. Chapter One : Introduction to Fashion Forecasting 25
Page 1 and 2: FASHION forward A Guide to Fashion
Page 3 and 4: Fashion
Page 5 and 6: Executive Director & General Manage
Page 8 and 9: Preface xv Acknowledgments xix Abou
Page 10 and 11: 3 FashIon movement 99 Objectives 99
Page 12 and 13: 7 color 183 Objectives 183 what Is
Page 14: 10 creatIng and presentIng a Foreca
Page 17 and 18: xvi Preface discussed, predominant
Page 19 and 20: xviii Preface They include: • Ita
Page 21 and 22: Itay Arad—CEO and cofounder of Fa
Page 23 and 24: Scott Markert—sales manager for L
Page 25 and 26: inTroducTion To Fashion ForecasTing
Page 27 and 28: What makes a product fashionable? W
Page 29 and 30: Fashion forecasters, through their
Page 31 and 32: customer) must come together. When
Page 33 and 34: FOWARD THINKER David Wolfe—Creati
Page 35 and 36: Figure 1.5A Celebrities are followe
Page 37 and 38: Where Do Forecasters FinD their inF
Page 39 and 40: In practice, forecasters, whether a
Page 41 and 42: FOWARD THINKER lilly berelovich—O
Page 43: The Tate Gallery in London periodic
Page 47 and 48: cluding home furnishings manufactur
Page 49 and 50: FOWARD THINKER frank bober—CeO of
Page 51 and 52: CAreer OPPOrTuNITIes • Trendstop
Page 53 and 54: FOWARD THINKER Kai Chow— Creative
Page 55: ACTIvITIes 1. Current Fashion Infor

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