A Guide to Fashion Forecasting - Fairchild Books

FOWARD
THINKER
Kai Chow— Creative director, Doneger Creative services:
The format of a Typical forecast
The forecasts are created by season—spring and fall. Within each
season, all forecasts include four stories—a portion with a youthinspired
tone and a portion which is edgier and more contemporary.
The seasonal projection boards are assembled with mood pictures,
color stories, and fabrications. In addition, silhouette illustrations are
included. This information is then prepared for publication, which
is released in portions beginning with concept, color, fabrics, then
workshop (silhouette) books. In addition, the information is available
to the clients on the Web site. The process of creating a seasonal
forecast starts at least 18 months prior to its release date.
28 The Principles of Fashion Forecasting
eXAmPle Of A fAshION fOreCAsT
A typical forecast includes:
• Theme—the ideas, stories, and moods of the forecast
• Color
• Textiles and materials
• Look
fOreCAsTINg servICes
While there are individuals who keep tabs on the shape of things to
come, forecasting fi rms have developed the business of predicting the
future of trends. Each service has its own philosophy and delivers its
information in its own way. From books detailing color, fabric, and style
to integrated Web-based informative systems, the services develop userfriendly
methods to communicate their fi ndings.