FASHION FORECASTINGFashion Forecasting

Lecture – 4

Rabia Anwar

WHAT IS FASHION FORECASTING?

Fashion forecasting is the practice of predicting upcoming trends based on past and present style-

related information.

When we talk of forecasting, we refer to the prediction of; Colours Fabrics Styleline or Silhouettes and Patterns Accessories and styling

Fashion forecasting is usually done 18 to 24 months in advance

WHY FORECAST FASHION?

Since fashion is constantly changing and evolving, forecasting has a pivotal role in the fashion process. Forecasting can;

Ease the design process for the designers i-e gives them a direction to work in.

But more importantly;By communicating the information to designers, retailers, product developers, manufacturers, and business professionals, they are able to produce products that consumers will want to purchase and profits can be made.

Understanding, knowing, and predicting the needs and desires of consumers help the designers, retailers, and manufacturers make well-informed decisions.

WHO FORECASTS FASHION?

Fashion forecasters are the individuals or teams that strive to identify upcoming trends and deliver the findings to the industries that provide products for the consumers.

These trend forecasters combine knowledge of fashion, history, consumer research, industry data, and intuition

Designers and creative directors have historically been involved in identifying and creating fashion trends but are not the only professionals who forecast.

Other professionals included are Magazine editors Business and retail executives Buyers Product developers

FASHION FORECASTING SERVICES

While there are individuals who forecast fashion for companies Fashion forecasting has emerged as a business.

There are different companies that provide designers with specialized forecasting reports.

PANTONE INC.

Pantone, Inc., the most widely used and recognized color standards system in the world, color forecasts are developed. Each season, Pantone surveys the designers of New York Fashion Week to collect feedback on prominent collection colors, color inspiration, and color philosophy. This information is used to create the Pantone Fashion Color Report, which serves as a reference tool throughout the year for fashion enthusiasts, reporters, and retailers

FALL 2013 COLOR REPORT

CARLIN INTERNATIONAL

Carlin International is a multi branch company founded in the 1940’s.

Carlin International trend books are twice-a-year information guides that include major trends, color, fabric, and silhouettes. The firm’s creative team of 30 international designers and researchers anticipate the trends of the future releasing information 18 to 24 months in advance of the season

TRENDSTOP.COM

Trendstop.com is an online trend book. It is a web based service that is updated with new trend looks, ideas and inspirations daily.

With its headquarters in London, Trendstop.com employs over 20 industry specialists to bring their customers in depth fashion reports.

A variety of people use their services; From fashion students to celebrities

WHAT DOES A FASHION FORECAST INCLUDE?

A typical forecast includes: Theme—the ideas, stories, and moods of the

forecast Color Textiles and materials Look

HOW DO THEY GATHER INFORMATION FOR FORECASTING?

Curiosity makes for a better fashion forecaster! A forecaster should have excellent observation. They

should look at what people were wearing and are wearing so they can predict a pattern and suggest what will be in fashion.

Fashion can be found almost anywhere including at events and gathering places such as: Fashion shows

The basic source for forecasting fashion is on the runway. The designers re-create fashion with a sense of newness and imagination and as fashion shows are shown one or two seasons in advance it becomes a good source for inspiration

Fabric fairs Fabric fairs such as Premiére Vision in France, Interstoff

in Europe and Asia, and Material World in New York,Red carpet events

Celebrities play an important role in fashion forecasting the ‘in’ celebrity will be the trend setters

On the streets On the streets, innovative youths experiment with new

style ideas and it becomes the basis for street fashion, casual wear etc

Forecasters keep their eyes on such population trends as family size and spending habits.

They monitor innovations in science and technology.

Consumer buying patterns The consumer’s buying habits shift as the forces of

forecasting move fashion forward. The consumer’s attitudes about buying are always changing. for instance, customers in the past would purchase head-to-toe looks to make up an outfit. Today, customers buy items to add to their existing wardrobe. In spring of 2010, seven to eight tops were selling to every bottom that was sold in women’s wear.

Knowing buying patterns guide designers to meet the market demand

TO SUMMARIZE: 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.

THE FASHION FORECASTING PROCESS

The five processes that are followed to develop a forecast are:

1. Researching or Collecting information As discussed a fashion forecaster will look at General

Media, fashion publications, fashion shows, fabric fairs and reviewing store information etc to gather their information

2. Preparing Information Includes organizing the collected data and then

figuring out patterns Recording, storing, and organizing this information

are as important as collecting the information the images and information collected will be a part of the final forecasting report.

3. Analyzing and Predicting Based on the gathered and analyzed data the

fashion forecasters then put forward their predictions about, silhouettes, colors, fabrics etc.

4. Communicating The process of conveying information, thoughts,

opinions, and predictions about the forecast through writings, visual boards, and verbal presentations

SPRING 2014 FORECAST(EXAMPLES)

ART INSPIRED

METALLIC

ASSIGNMENT

Write a report on the Spring 2014 and Fall 2014/2015 Trends.

Give 4 trends for each season Things to include!

Womens wear Mens wear Colors Fabrics

Assign one page to each trend. Include colored images for each trend