A Guide to Fashion Forecasting - Fairchild Books

Fashion forecasters, through their understanding of the fundamentals
of fashion and the fashion industry, often predict the shape of things
to come with considerable accuracy. To assess the scene, forecasters use a
combination of savvy, gut instinct, up-to-date market information, and
fashion knowledge developed from years of watching fashions come and
go. Fashion forecasters or trend forecasters make predictions based on an
array of observations, data, and fashion intuitions. Among the things that
forecasters take into account are:
• Acquired knowledge of historical and contemporary fashion and ideas
about future fashion.
• Observations of the movement and direction of change.
• Social and cultural shifts in society.
• Analysis of sales and consumer data.
• A broad understanding, honed by experience, of the inner workings of
a trend.
TermINOlOgy Of fAshION
To understand forecasting, the differentiation between fashion, style,
taste, and trends must be clear.
Fashion can be defined as that which characterizes or distinguishes
the habits, manners, and dress of a period or group. Fashion is what people
choose to wear.
Style is a distinctive appearance and combination of unique features
that creates a look that is acceptable at the time by a majority of a group.
To be “in style” means to assemble an overall distinguishing look including
apparel, accessories, hairstyle, and makeup.
Taste is the prevailing opinion of what is or is not appropriate for a
particular occasion.
Chapter One : Introduction to Fashion Forecasting
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