Fashion Merchandising 3.00 Understanding fashion trend and forecasting 3.01 Understand the use of data in fashion forecasting

Key Terms Color: Hue. The most exciting design element. Graphics: visual presentations such as artwork, drawings or designs including type Hue: The technical name for color; the name given to a color, such as red or yellow, that distinguishes one color from another Pantone: Color codification systems and technology for the selection and accurate communication of color for textiles as well as for the graphic design, printing, publishing, and plastics industries Silhouette: The overall form or outline of an outfit or clothing style.

Color Wheel

Elements of design Line Texture Color Shape/Silhouette

Harmony: when the elements and principles are combined The elements of design are the “THINGS” that are combined in different ways to form designs. The principles of design are the “HOW” guidelines/rules for using the ‘Things” elements of design. Harmony: when the elements and principles are combined The pleasing visual effect of a design created by tasteful use of the elements of design following the principles of design.

The Importance of Color greatest visual impact Can affect illusions of the size and shape Can reflect your personality Can represent emotions/feelings (Psychology of color)

Color Details Value: Light or darkness Neutrals: Black, white, beige, and gray. Neutrals can be used alone or with any other colors. Value: Light or darkness Tint: adding white to a color (think pastel) Shade: adding black to a color (Think dark/jewel colors) Intensity: bright or dull

Monochromatic color Different tints, shades, and intensities of a single color. Example: light blue trousers and jacket with a navy blue vest.

Analogous colors Two to five colors that are adjacent on the color wheel. Example: orange, yellow- orange and yellow worn together

Complementary colors Two colors opposite each other on the color wheel. Example: Orange and blue

Split-complementary colors One color plus the colors on each side of its complement. Example: red combines with yellow- green and blue-green.

Primary hues: Red, yellow, blue. These colors cannot be made by using any other color. All other colors are made from a combination of these. Secondary hues: Orange, green, violet. These are created by mixing equal amounts of two primary colors.

Intermediate hues: Blue- violet, blue- green, yellow- green, yellow- orange, red- orange, red- violet. Colors made by combining equal amounts of adjoining primary and secondary hues.

Principles of design Balance Proportion Emphasis Rhythm Balance in garments is produced by structural parts and added decoration. Can be Formal or Informal(asymmetric) A properly balanced garment appears equal in weight and power of attraction from all sides, from top to bottom, and from front to back. The principle of design that implies equilibrium or steadiness among the parts of a design or outfit. Proportion Garment details and accessories should be proportioned for the wearer. Proportion is most pleasing when garment areas are unevenly divided. The principle of design dealing with the relative sizes of all the parts in a design to each other and to the whole. Emphasis Emphasis or a focal point can be used to draw attention or to keep the eye away. Rhythm Rhythm is what allows the viewer’s eye to move steadily and smoothly through the lines and spaces of the design.

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. forecasting services

Fashion trend The direction of movement of public acceptance of color, texture, and silhouette in fashion. Questions to think about… 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.-Is the main resource for color trends. Huepoint International Color Authority The Color Box The Color Marketing Group Concepts in Color 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 world’s 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