A Guide to Fashion Forecasting - Fairchild Books

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34 The Principles of Fashion Forecasting summAry Fashion forecasters use a potent mix of experience, vision, and carefully targeted research to figure out what will appeal to the consumer’s next desire. Forecasters look for clues at runway shows, the club scene, and red carpet events, as well as gather data on spending trends and demographic distinctions, keeping an eye on trendsetters and on adventurous street fashionistas. Combined with the forecaster’s instinctive understanding of fashion, all of the data and observational research can add up to an accurate glimpse of things to come. Forecasting fashion is more than a mere guessing game, but an exercise of analysis, creativity, and developed skill. Designers and manufacturers rely on the fashion forecaster’s ability to predict new trends to turn out lines of successful products that profit from market developments. No wonder, then, that an entire industry relies so much on the predictions of the forecasting specialists. No wonder that the forecasting niche has become a thriving industry in its own right. Key Terms • Fashion forecasting • Trend report • Fashion • Style • Taste • Trends • Trend forecasters • Trend spotters • Trendsetters • Short-term forecasting • Long-term forecasting • Researching • Editing • Interpreting and Analyzing • Predicting • Communicating
ACTIvITIes 1. Current Fashion Information and Essay Collect one item for current fashion events discussion. This item must represent information that will help in formulating fashion forecast for an upcoming season. The item may be a clipping from Women’s Wear Daily, or a newspaper or magazine that you believe is an indicator for predicting change that will relate to your forecast. Write a short essay to accompany a copy of the item describing the item. Include the origin of information (designer’s names, publication, etc.), relevance to fashion of the past or future, and reason why you believe that this is an important indicator for fashion of the future. Be prepared to show the item to the class and discuss its importance to fashion forecasting. 2. Style.com Assignment Create your own lookbook on the Web. Choose twenty photos from designers’ collections that you see that are interesting to you. Save them in your lookbook. Add to the lookbook by creating folders for the photos and information. Web site: www.style.com. 3. Fashion Forecasting Services Research Conduct research on fashion forecasting services. Identify any services that are available. Visit a library to check availability of forecasting information. Search the Web and begin navigating the sites. Chapter One : Introduction to Fashion Forecasting 35
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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 and 52: CAreer OPPOrTuNITIes • Trendstop
Page 53: FOWARD THINKER Kai Chow— Creative
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