UNIT B

Evolution and
Movement of
Fashion
2.01
Interpret the process of fashion
forecasting.

Fashion forecasting
Foreseeing fashion trends and predicting
those trends early enough to allow time
for production to meet the consumer
demand.
Because of the time required for textile design
and development, the textile segment leads in
recognizing fashion directions.
Textile designers work at least 18 months
ahead of the schedule for products to hit the
market.

Fashion trend
The direction of movement of public
acceptance of color, texture, and
silhouette in fashion.
What are the newest styles and silhouettes?

What are the important colors for upcoming

seasons?
What are the newest developments in the fiber and
fabric markets?
What is happening to materials and labor prices?
Where are companies having garments made?

The importance of forecasting

Accurate forecasting makes it
possible for the fashion industry
segments to prepare for and meet
consumer demand with products
that will be accepted and purchased.
Keen worldwide competition
increases the importance of accurate
trend identification.

Who is involved in forecasting?

Fashion staffs employed by textile
producers
Highly-skilled consultants working for
fashion services
Fashion services: Resources for fashion
reporting, forecasting, and consulting that
are available for a fee or by subscription.
Provide market research, feasibility studies,
collection reports, forecasting, consulting,
slides, garments on loan, and/or original
designs.

Who is involved in forecasting?

(cont.)

Examples of fashion services

Doneger Creative Services
Promostyl
ESP Trend Lab
Carlin International
Here and There
Trend Union

Who is involved in forecasting?

(cont.)

Fashion designers
Color services: Fashion and textile
industry professionals who meet twice a
year to pool their knowledge of color
cycles and preferences and to project
color trends for the future.
Yarn colors or swatches are sent to
designers and merchandisers to plan their
color stories and purchase fabrics.

Who is involved in forecasting?

(cont.)

Examples of color services

Standard Color of Textile Dictionnaire
Internationale de la Couleur
Pantone, Inc.
International Color Authority
The Color Box
The Color Marketing Group
Concepts in Color
Huepoint
Color Portfolio, Inc.

Who is involved in forecasting?

(cont.)

Fashion merchandisers
Retail store owners/managers

Activities in fashion forecasting

Making and reporting predictions based
on logic, market research, and instinct
Coordinating information gathered from
fiber, yarn, and apparel companies, and
textile shows worldwide
Analyzing the fashion press, visiting the
worlds fashion centers, and observing
fashion leaders

Activities in fashion forecasting

(cont.)

Conducting marketing research

Consumer research
Surveys by telephone or mail to determine
income levels, lifestyles, fashion preferences,
and shopping habits
Consumer focus groups to discuss aspects of
shopping satisfaction and the pros and cons of
currently offered merchandise
In-store informal interviewing to assess what
customers like and dislike and what they want
but cannot find

Activities in fashion forecasting

(cont.)

Conducting marketing research (cont.)

Market research
Study of market conditions
Observation of consumer
lifestyles
Study of current events, the arts,
and the mood of the public

Activities in fashion forecasting

(cont.)

Conducting marketing research (cont.)

Sales research
Evaluation of previous records to
recognize sales trends
Rising sales identify developing
trends.
Declining sales show what fashions
have passed their peak.
Weak sales indicate fashions that are
not meeting consumer demand.

Activities in fashion forecasting

(cont.)

Conducting marketing research (cont.)

Comparison shopping
Evaluation of currently popular
designer collections
Review of fashion publications,
catalogs, websites
Observation of street fashions
and celebrity wardrobes

Sources of information
Trade publications
Magazines, newspapers, and books about and
for a specific industry
Relate current information about trends,
business conditions, vendors, and
meetings/conventions
Examples: WWD and DNR

Sources of information
Consumer publications
Magazines that provide fashion news for the
consumer
Examples: Teen, Vogue, Glamour, GQ

Websites