Mkt320 Fashion Forecasting

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Transcript of Mkt320 Fashion Forecasting

  • 1. Fashion Forecasting

2. Know your Customer!!

  • Government sources of information
  • Business publications
  • Resident buying offices
  • Non-competing stores
  • Vendors and manufacturers
  • Observations and counts
  • Competition
  • Electronic systems
  • Personal contact!!!!


  • The fashion director for a leading
  • department store was asked,
  • What departments within a retail store are influenced by fashion?
  • The reply:
  • All departments.

4. Basic Fashion terms

    • Fashion
    • Style
    • Fad
    • Silhouette
    • Detail
    • Good taste
    • Classic
    • Haute couture

5. Fashion

  • A distinctive method of expression that has been accepted and adopted by a number of people as the result of common thought
      • Not universal
      • May be divided by the group to which they appeal
        • High-fashion
        • Mass fashion

6. Style

    • unique manner of construction
    • the distinctive quality of an art form that makes it different from other art forms in the same category

7. Fad

  • a minor fashion adopted by a group of people for a short period of time

8. Silhouette

    • the overall shape or contour of a costume is called the silhouette. It is the basic ingredient that changes slightly with each new season

9. Details

    • design lines that are held within the silhouette
    • may include the waist, neckline, or bodice treatment and trimmings and decoration

10. Good taste

  • implies knowledge of the proper use of materials, design, and color.

11. Classic

    • those styles which remain in good taste over a long period of time may be referred to as classic. These usually appeal to a great number of people for a long period of time

12. Haute Couture

  • Refers to an expensive original style created by a French fashion designer or manufacturer in limited editions for a group of people considered leaders of fashion.

13. Why Fashions Change

  • Boredom
  • Outstanding and dominating events
  • Dominating ideals
  • Social groups

14. Five Principles of Fashion

      • Consumers establish fashions by accepting or rejecting the styles offered.
      • Fashions are not based on price.
      • Fashions are evolutionary, but rarely revolutionary in nature.
      • No amount of sales promotion can change the direction in which fashion are moving.
      • All fashions end in excess.

15. Revolutionary fashion 16. Fashion Cycle 17. 18. Variations in the Fashion Cycle 19. 20. Fashion Buying Cycle vs. consumer use cycle 21. 22. Theories of Fashion Adoption

  • Trickle down (downward flow)
  • Trickle across (mass market theory,horizontal flow theory)
  • Trickle up (upward flow, subculture theory)

23. Trickle down

  • Oldest theory of fashion adoption
  • Premise: fashions are accepted by lower classes only if, and after, they are accepted by upper classes, and upper classes will reject a fashion once it has flowed to a lower social level
  • Implications

24. Trickle across

    • Fashions move horizontally between groups on similar social levels rather than vertically from one level to another.

25. Trickle up

    • The young, particularly those of low-income families and those in higher income groups who adopt low-income lifestyles, are quicker than any social group to create or adopt new and different fashions.

26. Applications

  • Chain store
  • Boutique
  • Small Store
  • Specialty store