Fashion ForecastingFTEL20094
‘The future is here, its just not very well distributed.’ William Gibson, science fiction writer
Fashion Forecasting
Aims: To provide you with an understanding
of what trend forecasting is and
how organisations use this information
To examine how trends evolve and
how they are tracked
Fashion Forecasting
ObjectivesTo enable you to:
Undertake research & analysis by
identifying and tracking fashion trends
Apply knowledge of fashion forecasting
to understand how trends evolve and are
interpreted by industry
Synchronicity
Common themes
shown on catwalks
around the world.
Coincidence? Collaboration?
Fashion Forecasting
“Trends are profits waiting to happen” Martin Raymond 2009
Versace scarf prints for AW12 Nelly Rodi
For mainstream brands,
timing is essential
Right product,
Right place, Right time
Life of a trendHenrik Vejlgaard Diamond shape trend model
Trend Followers
Trend creators
Trend Setters
Early Mainstreamers
Mainstreamers
Late Mainstreamers
Conservatives
Anti-innovators
Cosmetic trends 1-2 years
Clothing trends 2-3 years
Home design 5-7 years
Fashion Forecasting ‘ archaelogy of the future’ Li Edelkoort
Stylesight Nelly Rodi WGSN Peclers Carlin Promostyl Trend Union Textiles View Stylus Mudpie LSN Future Laboratory Books cost over £1000 each & online subscription starts around £5000 pa
Design calendar
Typical example of timescale for products in store for AW2011:
Trend forecasting May 2010 Textile fairs Sept 2010 Design & dev. complete Feb 2011 Production complete August 2011 Delivery Sept 1st 2011
Trend forecasters= lifestyle detectives
Constant vigilance Monitoring current trends & projecting
forward Observing evolution of trends Detecting shifts in attitudes & mindsets Spotting looks or lifestyles than run
against the norm
Fashion Forecasting
Fashion Forecasting
Fashion Forecasting
D Squared AW11 Topshop AW11
Design development
What influences the trend forecasters? Ethnographic research Market research Art & culture Economic Societal Environmental Technological globalisation
Ethnographic research - ethnography- the study of every day life
& practice Ethnographic research helps brands: understand how their demographic is
changing Identify new customers Enable brand strategies to remain alignedwith their philosophy
Consumer trends
Art & Culture
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