A Guide to Fashion Forecasting - Fairchild Books

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fIgure 1.10 In this menswear fashion forecast by fabiana Negron, named lycanthropy, the inspiration, title, mood, color palette, textiles, and boards illustrate the look. 26 The Principles of Fashion Forecasting In today’s industry, different categories of fashion are all subjected to the forecaster’s discerning scrutiny. These include, among others, women’s wear, menswear, footwear, accessories, intimate apparel, children’s wear, swimwear, interiors, knitwear, denim, active sports, and the youth market. Forecasters can also view these categories from multiple perspectives. Forecasters, for example, can focus on a particular portion of a forecast such as theme development, color forecasting, textile and materials forecasting, the look forecaster, or specific details. Popular fabrications including knits and denim have their own forecasting niche. Thus, within the forecasting services, there are specialties within specialties. The forecast can be prepared in a variety of formats. In the past, all forecasters presented their information in sophisticated books and multimedia presentations that were created seasonally, including themes, colors, and silhouette predictions. Fashion moved at a slower pace and the new trends often were an evolution of themes from prior seasons. Eventually, forecasters began to predict trends aimed at women’s wear, menswear, and children’s wear. Over time, wider audiences and more varied clienteles developed, in
cluding home furnishings manufacturers, package designers, automakers, and investors. In recent years, the Internet has afforded many forecasters the opportunity to present their information in a detailed and timely manner. New methods of saving and sharing the forecast have allowed for prompt global access. Forecasting Web sites not only have information about a current forecast, they often have a database that allows access to specific information. Design details, fashion shows, shopping locations, travel and culinary trends, and in-depth color, fabric, and style information can easily be found. The job of forecasters is to evaluate and sort the information so that it can be delivered in a practical and understandable way. Forecasts are often conveyed at specific events, including major trade shows, fabric fairs, and training seminars, as well as at meetings in clients’ offices. A spokesperson for the forecasting service, or the forecasters themselves, present the information in polished, engaging format designed not only to convey information but to inspire the viewers. Forecasters must present their findings with a confident ability to convince the listeners that the forecast is accurate and feasible. Needless to say, strong public speaking skills and presentation savvy can persuade the audience. Chapter One : Introduction to Fashion Forecasting 27
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: hOW Is fOreCAsTINg DONe? The five p
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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