A Guide to Fashion Forecasting - Fairchild Books

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FOWARD THINKER David Wolfe—Creative director, Doneger Creative services: Who Is a Candidate for forecasting? I look for newcomers to the fashion forecasting profession who have high levels of intellectual curiosity. A candidate with limited fashion tunnel vision is not well equipped to understand how fashion today refl ects our ever-changing environment. 32 The Principles of Fashion Forecasting Because forecasting can relate to a myriad of fashion specialties, the possibilities for jobs in the fi eld are numerous. Each area of fashion forecasting offers a broad range of career choices, and specifi c jobs in the fi eld require a variety of skills. Creative directors, managing editors, trend analysts, researchers, graphic designers, web designers, marketers, illustrators, photographers, and videographers all contribute to the challenging task of peering into the fashion future. Reporting, writing, public speaking, and sales skills are all essential in making convincing presentations to clients. Most forecasting jobs require at least a bachelor’s degree. Industry employers often look fi rst at applicants with fashion design, merchandising, or textiles degrees. Degrees in sociology, business, journalism, and art are also relevant to the tasks at hand. An internship with a forecasting team can offer a valuable entrée for the newcomer seeking to break into the fi eld. Experience in fashion-related fi elds can also help a candidate gain entry to a forecasting interview. Involvement in event planning, trade shows, retail, buying, public relations, fashion show production, styling, management, publishing, and media can all be valuable assets for applicants seeking a position in forecasting.
FOWARD THINKER Kai Chow— Creative director, Doneger Creative services: Advice for a student of forecasting understanding the technical side of fashion creations and understanding the way that things are made is essential. I believe that taking an internship in a factory is a great way to get the necessary experience. Beyond the degree and the résumé entries, candidates for fashion forecasting positions must show that they are attuned to fashion cycles and understand the ways in which culture infl uences fashion. Forecasters must also understand the manufacturing process. It is diffi cult to forecast about the styles and details of a product if one does not understand how that product is designed, constructed, and made. Of course, all of the effort required to land a prestigious fashion forecasting job can pay off in the end. The fi eld is small and competitive, however, and salary is based on performance and experience. A look at the résumés of the industry’s most prominent creative directors, editors, fashion curators, and high-level fashion executives will probably show that most have extensive experience with forecasting and trends. Most professionals begin with some forecasting exposure and continue to hone their skills through experience while working in the industry. Forecasting is not only about the ability to gaze into the future and miraculously identify next year’s popular items. Forecasters must be able to promote themselves and their ideas. A forecaster who has a good track record in identifying trends develops noteworthy credentials and can help lead clients to great triumphs. With intelligence, curiosity, skill, and intuition, a successful forecaster learns to identify prominent trends and translate this information into profi table decisions. Chapter One : Introduction to Fashion Forecasting 33
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 and 44: The Tate Gallery in London periodic
Page 45 and 46: hOW Is fOreCAsTINg DONe? The five p
Page 47 and 48: cluding home furnishings manufactur
Page 49 and 50: FOWARD THINKER frank bober—CeO of
Page 51: CAreer OPPOrTuNITIes • Trendstop
Page 55: ACTIvITIes 1. Current Fashion Infor

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